Stretching the Life of TV ads

Erik Ramirez@ramirez_erik

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Back to ‘take (the) Control’More info in the ‘Notes’ section

• Wear-IN vs. Wear-DOWN vs. Wear-OUT• Getting through consumer’s filter• Let’s take (the) control!

– TOP QUALITY– VERSIONS– AIRING– RE-EDITING

IN vs. DOWN vs. OUT• Wear-IN: The copy gets traction and business building

rate positive and increasing• Wear-DOWN: Copy’s business building capacity starts to

decay but still positive• Wear-OUT: The copy no longer builds the business

Cumulative GRPs

Bu

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ess

bu

ild

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Tipping point

SaturationPoint

Productive Life Wear-OutWear-In

Ad’s appeal fades away…

How to get its MOJO back?

Getting through Consumer’s filter

Consumers filter commercial impacts by prioritizing those

PERCEIVED as ‘new’.

It’s all about bringing ENOUGH NEWS while remaining FAMILIAR.

Let’s take (the) control!

1. TOP QUALITY

2. VERSIONS

3. AIRING

4. RE-EDITING

1. TOP QUALITY

Quality is directly correlated to TVC original longevity.

‘Above average’ copies can support larger number of GRPs before wear-down appears.

Cumulative GRPs

Bu

sin

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‘Above average’ vs. ‘Average’‘Above average’ copies wear-down slower than

‘Average’ copies

Above Average

Average

Cumulative GRPs

Bu

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Productive Life Wear-OutWear-In

Tipping point

SaturationPoint

Tipping pointSaturation

Point

Cumulative GRPs / Time

Bu

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CE

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TP

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New initiative coming but TVC not ready?

New initiative

Old copy might be aired for a bit longer!

Window

Is copy Wearing down?

Air copy for ~1,500GRPsNO

Air alternative copy with the highest CEI score

YES

Is the reduced CEI of the worn-downcopy better than the CEI score for

alternative copies?

Air worn-down copy for an additional 1,000 GRPs

Calculate expected CEI taking into account Wear-down levels

Decide when to put an alternative copy on air

by determining the point at which the alternative copy is

more likely to achieve a better volume

response than the worn out copy. The

Wear-out point can be determined based on P&G recommended range and historical

MMM measurement.

NO

YES

Thinking of changing copies already?

How to ensure great quality? Ad 2.0 drivers

Engagingness

Is the dramatic effect strong? Does it catch your attention from the beginning? Yes or NoDid you find the ad rewarding to watch (interesting or engaging)? Yes or NoClarityIs the benefit clearly communicated? Yes or NoIs the RTB clear and credible? Yes or NoIs the flow of the execution clear? Yes or NoIs the audio/video syncronized? Yes or NoIs the dramatic focus on the benefit? Yes or NoDo you clearly visualize and mention the brand/collection/variant you want to measure in adv.2.0

Yes or No

Distinctivity

Is the benefit visualized in a distinctive way vs. latest messages in market?Excellent

GoodPoor

Is the RTB visualized and mentioned distinctively? Yes or NoIs the Communication Idea distinctive? Yes or NoAdditional Brand ChecksDoes the ad effectively translate the key drivers of the concept? Yes or No

Is the ad consistent with the look, tone, feel, character of the brand equity?Yes or No

2. VERSIONS

1 Big Comm. Idea Multiple Versions

Noticeably different but consistent with core idea and brand equity.

NEW Thinking

OLD Thinking

TVC v.1

TVC v.2

TVC v.3

TVC

-Sufficiency-Flighting

-Time on air-Tags-Pool outs

-Celebrity / Endorsers

-Catchy intros

Comm. Idea Generation

Production Post-production

Testing Airing

-Sufficiency-Flighting

-Dual airing-Copy

rotation-Time on air

Re-editing / Re-shooting

$$ $

$

$

1 2 3 4 5

1

2$

3 4 5

6 78

Versions vs. Single copy vs. MultipleDeveloping VERSIONS

upfrontSingle copy –

RE-EDITED afterwardsDeveloping MULTIPLE

INDIVIDUAL copies

1. Comm. Idea generation

2. Production / copy ($)

3. Post-prod / copy ($)

4. Re-shooting ($) NA NA

5. Re-editing ($) NA NA

6. Testing ($)

7. Airing options

Some examples

• Modular structure:

• DGI* Campaign:

• Sketches Campaign:

*DGI: Digitally Generated Images

Sensitive Pro-Relief ToothpasteSept 2009

May 2010

Jan 2011

Mar 2012

Colgate Pro-relief 2010 UK: http://www.youtube.com/watch?v=AxVnNIY4ppkColgate Pro-relief March 2012 UK: http://www.youtube.com/watch?feature=player_embedded&v=goX9yDn5PeUColgate Pro-relief April 2012 Challenge UK: http://www.youtube.com/watch?v=gkhxJ1kkbSwColgate Pro-Relief 2012 Australia: http://www.colgatesensitiveprorelief.com.au/commercials

Modular format Case study

The scenes highlighted in yellow were re-used from previous years

How do they do it?

What they do:• Leverage 1 Big Idea for more than 4 years• Re-use footage over the years

How they do it:• Stick to similar Look&Feel consistent to brand equity • TVCs in ‘Modular’ format: Elements (scenes) that can be

interchanged (i.e. Intro + Interviews + Demo + Closing)

• Plan production and postpro with ‘versions’ mentality

DGI campaign Case study

ECI 100% Financiacion Laptop: http://www.youtube.com/watch?v=JVfB-PxEd_c&list=PLS3RmFpAoDeJQz3caW5l3fRcKPVxqSgLaECI 100% Financiacion PS3: http://www.youtube.com/watch?v=iQAVXcPkJQk&list=PLS3RmFpAoDeJQz3caW5l3fRcKPVxqSgLa

‘100% financiacion’ campaign

Intro Hero prod. Closing

How do they do it?

What they do:• Year long campaign under same Big Idea• Simple and cheap production based on DGI*• Easily adaptable creativities to hero different skus

How they do it:• Stick to similar Look&Feel consistent to brand equity • DGI background that includes a frame to insert hero• 5-6 different intros + new product + same closing

*DGI: Digitally Generated Images

‘Low Cost’ campaign

Version Closing Tag

Sketches campaign Case study

Linea Directa 2012 and 2013 campaigns (Check playlist): http://www.youtube.com/watch?v=kI1oK0j_MgM&list=PL58EA2F5A59D621D8

How do they do it?

What they do:• Year long campaign under same Big Idea• Simple and ‘low cost’ production in line with service

benefit• Service announced at the end always in the same wayHow they do it:• Stick to similar Look&Feel consistent to brand equity • 10 different versions + same closing (service message)

3. AIRING

Always leverage robust MMM

learnings when developing Media Plans and airing

patterns

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W160

50

100

150

200Optimized Laydown

Raw GRP

TV G

RP

LifeROI

Sufficiency: Air AT weekly optimal levels; going above this threshold will not only translate into diminishing returns (ROI decreases) but will definitely shorten the life of TVCs.

W1

W2

W3

W4

W5

W6

W7

W8

W9

W10

W11

W12

W13

W14

W15

W16

0

50

100

150

200Current Laydown

Raw GRP

TV G

RP

LifeROI

Making Orange Juice - Flowchart

Copy test

CEI:130 - 139

1

MMM

Optimal weekly116 GRP/week

2

Max Time on air before wear-out

3

22 weeks

IPSOS/ARS wear-out guidelines

# Total GRPs:2,200 GRPs

Flighting

4

19 weeks

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W160

200

400

600

800

1000

Current Flighting patternEffective GRP Raw GRP

TV G

RP

Flighting: Different patterns of intensity allow to prolong life while still protecting ROI. An interesting option might lie on matching ‘on air’ periods with category purchase cycles.

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W160

200400600800

1000

Optimized Flighting patternEffective GRP Raw GRP

TV G

RP

Dual airing: Air different versions of a TVC simultaneously in alternation during a given period. This can prevent reaching consumer saturation levels.

W1

W4

W7

W10

W13

W16

W19

W22

W25

W28

W31

W34

W37

0

100

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300

400

500

600Single Copy Strategy

TV

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TV

TR

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W1

W4

W7

W10

W13

W16

W19

W22

W25

W28

W31

W34

W37

0

100

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300

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Consumer saturation Consumer saturation

Copy rotation: Air different versions of a TVC sequentially, taking each off air before wear-out occurs to put it back on after a cycle.

M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M160

200

400

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Copy rotation patternAdstock

TV G

RP

Version 1 Version 2

M1 M2 M3 M4 M5 M6 M7 M8 M9 M100

200400600800

100012001400

Time on airAdstock

TV G

RPTime on air: Independently of the GRP pressure, airing a copy non-stop for more than 6 months can cause a copy to wear-out. (TMG)

Consumer saturation

Seasonal copies and hiatus: A typical commercial cannot be expected to produce as much impact on the brand as when first introduced and wear-down will begin sooner.

M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M160

100200300400500600700800900

Hiatus periodsAdstock

TV G

RP

Consumer saturation

4. RE-EDITING

If multiple VERSIONS not available…

Smart tweaks can refuel a worn down ad

Pool-outs: Re-edit the original execution with existing (or new) footage by rearranging sequences, changing voice over and sound mix (music, effects).

Background: Need to air Bank copy longer than planned. Challenge: If re-aired beyond the current planned GRPs (with absolutely no edits or changes) the Alldays bank 20” copy will have persuasion (TPM) index 53 (on average) vs. as new (as tested). CMK Reco: Follow a re-edit/ pool-out strategy to re-juice the ad.

Case study

INPUT: ORS test data/ assumptions CALCULATION: ARS wear-out OUTPUT: index, ORS notes

Copy Country Test data TPM GRPs aired/ planned(from T&Es)

Calculated TPM after wear out

Index Recommended GRP life (ORS diag)

Bank 20" Germany ORS Diag 12.0 1210 5.6 47 2400 - 2800

Bank 20" Austria as DE 12.0 898 6.8 57

Bank 20" Greece Take AVG 11.4 1304 5 44

Bank 20" UK ORS Diag 10.8 no airing na n/a due to B20 recall

Bank 20" Belgium North Take AVG 11.4 945 6.3 55

Bank 20" Belgium South Take AVG 11.4 967 6.2 54Bank 20" Switz (GER) Take AVG 11.4 1140 5.5 48Bank 20" Siwtz (FR) Take AVG 11.4 800 6.9 61Bank 20" Holland Take AVG 11.4 742 7.1 62

Average 53

Bank TVC Original

Bank TVC Revised

100

262

100195

100

261134

247

5 Signs -Complete

Herbal

5 Signs -Complete

Herbal + DDTag

Comp. Exp FruitExplosions

Comp. Exp FruitExplosions +

Raggi MBCI Tag

Complete 7 Complete 7 +DD Tag

Complete 7 +Extra Fresh Tag

Complete 7 +Valore Sicuro

MBCI Tag

Tags: Leverage tags to [1] increase volume responsiveness, [2] drive halo onto complementary businesses, [3] drive trade activity awareness, [4] drive credibility via endorsers.

TVC Testing Agencies DON’T believe that adding tags at the end of an advert is a good way to increase its longevity because in order to see the new tag, consumers are required to watch the first 20/25 seconds of an ad they have already started to ignore (IPSOS)

AZ Paste TV Volume Response IndexIncremental volume Index to Non-Tagged Copy

100158

100 100195 145

5 Signs -Complete

Herbal

5 Signs -CompleteHerbal +DD Tag

Comp. ExpFruit

Explosions

Comp. ExpFruit

Explosions+ Raggi

Complete 7 Complete 7+ DD Tag

Complete 7+ Extra

Fresh Tag

Complete 7+ ValoreSicuro

MBCI Tag

Franchise or MBCI tags work the best as they include the total

brand and increase halo

between lines.

AZ Paste TV ROI IndexNOS per €1 spent

New ‘news’ first: The decision to switch channels is made in milliseconds.

Test & Learn how to bring the news at the BEGINNING of the refreshed copy.

Lights, camera, ACTION!!1. Identify wear-out GRP ranges for different copy qualities in

your region/category and communicate these to media/agency/marketing so that we plan accordingly.

2. If we have business building copy on air help team understand how much longer can prolong before moving to new copy.

3. Partner with finance and leverage MSA loss analysis framework to identify developing multiple versions as a key way of reducing copy development costs.

4. Acknowledge that worn down copies can be re-juiced and reevaluate new life after the re-edit.

5. Overall use this is as yet another tool on how to drive fewer/bigger/better, sufficiency & not going dark principles

Thanks!

Erik Ramirez@ramirez_erik