2008/11/07 1 making great ads that work – some lessons from the consumer “ 좋은 광고...

2008/11/071

Making great ads that work – some lessons from the

consumer “ 좋은 광고 만들기 – 소비자에게서 얻은 교훈”

김영철 이사

Millward Brown Korea

2008/11/072

Media is evolving

2008/11/073

Effective ad development process and role of research

2008/11/074

Campaign Develop Process and Role of research

Brand Strategy

Product Strategy

Storyboard

Execution

Development Process

Creative Idea

Identify product features and benefit fit

Developing various creative ideas

Refine winning idea and developing executions across media

Produce, evaluate and refine execution

Role of Research

Ensure the advertising is going to work hard for every $ spent in promoting the brand

Evalu

ativ

eEvalu

ativ

e

Develo

pm

en

tal

Develo

pm

en

tal

Qu

an

titativ

e

Qu

alita

tive

LinkLink

Str

ate

gy

Execu

tio

n

2008/11/075

LinkTM Copy Testing System

Link™:

quantitative copy-testing

system predicts

performance and

provides rich diagnostic

information (TV, Print,

Radio, Digital,

Multimedia, etc.)

Link™Solutions

2008/11/076

LinkTM Philosophy

• Creative is evaluated against objectives and action standards agreed upon with the client and agencies that reflect how the advertising is intended to work

• The focus is not pass/fail

The research tells us how to improve this ad and provides learning for future ads!

Engagement

Will the ad be remembered for

the brand?

Engagement


the brand?

Communication

Does the ad communicate on

strategy?

Communication


strategy?

Motivation

Will the ad motivate

consumers?

Motivation


consumers?

Awareness Index* (indicative of efficiency in creating awareness)Key diagnosticsInvolvementEnjoymentBranding

Purchase ConsiderationKey diagnosticsNewsRelevanceDifference Believability Brand Appeal

Diagnostics help us look for direction of optimization:

Ease of following,

Story of the ad,

Stick in mind,

Likes & Dislikes

Music Enjoyment

Mood & tone of the ad

Emotion questions,

Traces

Engagement


the brand?

Engagement


the brand?

Communication


strategy?

Communication


strategy?

Motivation


consumers?

Motivation


consumers?



Diagnostics help us look for direction of optimization:

Ease of following,

Story of the ad,

Stick in mind,

Likes & Dislikes

Music Enjoyment

Mood & tone of the ad

Emotion questions,

Traces

Our copy testing philosophy is about optimization

2008/11/077

How to develop a test to predict real-life performance ?

We know from tracking what effective ads look like – so Link measures how well your ad fits that pattern

Prediction

Observations about common attributes of

good/poor ads

Real life

First, Prediction tool of the campaign potential

What is LinkTM ?

2008/11/078

What is Link™?

A framework combining

and

Designed to help you optimize your advertising

HARD MEASURES SOFT DIAGNOSTICS

Scaled ratings compared against

country norms

Semi-qualitative open-ended questions

What is LinkTM ?

Second, measures Quantitative results and diagnoses Qualitative outcomes

2008/11/079

Benchmark with Database:• Animatic or finished film type• Category • New or established products• Ads with music or ads with no music• Celebrity or no celebrity• Taglines/slogans• 15s vs 30s vs 60s ads• And other copy-related factors…

What is LinkTM ?

Third, benchmark with robust database

2008/11/0710

TV Link Database: Key markets

* Database updated by July 2008

Region Country DC Method TV Total

North America USA Online 2835

Latin America Brazil Face to Face 1036

Europe UK Online 854France Online 95Germany Online 119Italy Online 62Spain Online 47Russia Face to Face 1557

Asia Pacific India Face to Face 4710China Face to Face 2745

Korea Face to Face 340

2008/11/0711

Information areas from LinkTM

Engagement


the brand?

Communication


strategy?

Motivation


consumers?



* Predicting Awareness Index: We can translate the three key ratings into an accurate prediction of the ad's ability to raise advertising awareness. We call this the Awareness Index (AI), it represents the % rise in claimed TV ad awareness per 100 GRPs.

Prompted Communication

2008/11/0712

Link Copy Testing process

• Stimulus: • Test ad in MPEG format less than 5MB

• We show test ad twice

• Design:• Monadic test enables normative comparison valid

• Instead of attempting to simulate real life viewing, Link uses forced exposure and questions which predict on-air performance of the ad

100 respondents; 25~30 minute survey

Recruit relevant peopleRecord media they

claim to use

Warm up questionsWarm up questions about

advertising in general

Exposed to AdsRespondents exposed to test

stimulus twice

QuestionnaireFull interview about

The campaign

Interviewing Process of LinkTM

2008/11/0714

They reflect different influences on response

Persuasion (Motivation)

compelling news

Act as an ‘immediate challenge’ to existing behaviour/

impressions – brings immediate sales response

Awareness Index

compelling creative

Unlikely to result in immediate change of habit BUT…

…can channel interest towards the brand over longer term

Key take outs in LinkTM

2008/11/0715

0

2

4

6

8

10

12

14

16

18

0 2 4 6 8 10 12 14 16 18AI Predicted from Link™

On

-Air

Aw

are

ness

Index

Data from 100's of ads R-Squared = 0.85

0

2

4

6

8

10

12

14

16

18

0 2 4 6 8 10 12 14 16 18AI Predicted from Link™

On

-Air

Aw

are

ness

Index

Data from 100's of ads R-Squared = 0.85

Link™ AI Link™ AI predictionprediction

Link™ AI Link™ AI predictionprediction

Enjoyment BrandingBranding

Active Involvement

AI is the awareness generated per 100 GRPs

The AI indicates how efficient the ad is at generating awareness

Captured with in-market tracking

Learning from tracking, neuroscience, sales

validation has driven Link development

Real life viewing

Link measures forecast in-

market

Evaluative measures

Engagement(Awareness

Index)

Engagement(Awareness

Index)

0

10

20

30

40

50

60

70

80

90

100

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

0

10

20

30

40

50

60

70

80

90

100

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Awareness Index: developed from real life learning and a proven metric to predict ‘branded memorability’

LinkTM key take out – AI Index

2008/11/0716

AI = 8

AI = 4

AI = 10

The same GRPs can generate very different levels of awareness depending on the AI for the ad

AwarenessIndices rangefrom 0 to over20, dependingon copy andaudience

The Awareness Index measures the return on your media investment

GRPs

AI Index is…

2008/11/0717

Link™ Awareness Index Validations

Correlation = 0.92

0

2

4

6

8

10

12

14

16

18

0 2 4 6 8 10 12 14 16 18

AI Predicted from Link™

AI

Ac

hie

ve

d i

n B

ran

d T

rac

ks

The AI Prediction matches very well with AI values achieved in-market

AI Index is…

2008/11/0718

TV ads Indexed to brand averageExcluding ‘New News’

Strong AI generally means greater sales effect

Sal

es e

ffec

t

Branded memorability

Correlation = 0.88

0.0

0.5

1.0

1.5

2.0

2.5

0.0 0.5 1.0 1.5 2.0

AI Index is…

2008/11/0719

That’s enjoyably presented

New or different/ unique information

That’s relevant to the audience …

That’s credible …

Drivers of persuasion

LinkTM key take out – Persuasion

2008/11/0721

High

Medium

LowLow

Medium

High 0

100

200

300

400

500

600

700

800

0

100

200

300

400

500

600

700

800 Bra

nd

ed M

em

orab

ility

Compelling News Compelling Creative

Pe

rsu

as

ion

High sales effects are driven by Branded Memorability and Persuasion … two key outputs from Link™

Top 1/3 rd of ads on Branded Impact and Persuasion have 7 times incremental sales effect compared to

bottom 1/3rd

NB – Sales validation based on 520 ads tested in Link

Sales effects of Key take outs in LinkTM

2008/11/0722

Per

suas

ion

Sales effect driven by Awareness Indexwith Persuasion providing a boost

Awareness Index Prediction

Highestprobability

Low Medium High

Hig

hM

ediu

mL

ow

Per

suas

ion

Sales effect driven by Awareness Indexwith Persuasion providing a boost


Highestprobability

Low Medium High

Hig

hM

ediu

mL

ow


Per

suas

ion

Sales effect driven by Persuasion withAI providing a boost

Low Medium High

Hig

hM

ediu

mL

ow

Highestprobability


Per

suas

ion

Sales effect driven by Persuasion withAI providing a boost

Low Medium High

Hig

hM

ediu

mL

ow

Highestprobability

High

Medium

Low

Probability of short term

sales effect

High

Medium

Low

Probability of short term

sales effect

Small/New brands‘news’ more important

Large/Established brands‘impact’ more important

We have evidence that the relative importance of memorability and persuasion to sales differs by brand size

Sales differ by brand size

2008/11/0723

Making great ads that work:

some lessons from consumer

2008/11/0724

Making great ads; learnings from consumers

• Be creative, in a brand and message

centric manner

• Be consistent – stay on message and build

brand cues over time

• Don’t overcomplicate – consumers will not

work to decode the ad

• Balance - global consistency and local

connection

2008/11/0725

“The Power of the Creative Idea"

Share of time

Dog through

windows 2%

Share of memory

c. 45%

Often the most involving part of an ad is remembered out of proportion to its

time on screen

…and the resolution of the involving set-up is all about Perrier water

Creative Magnifier(Interesting and involving parts)

Attention held by the creative and involving elements of the

ad – which integrate with…

1

Brand-linked memorability

Great Creative

Connects with audience

2Clear and

memorable message

Strategy/Message

Drives sales and equity

3

The most effective ads harness involving creativity to deliver a branded impression

Engagement

2008/11/0726

The Creative Magnifier can work for us to build strong branding

Top 30% branding in 3 countries

Nokia

Strong Branding example

2008/11/0727

Bottom 30% branding

Or against us…Harp Dog

Weaken Branding example

2008/11/0728

There is no particular “aha” moment where the brand ‘explains’ the rest of the ad. Instead, it comes across more as 30 seconds of

entertainment, with the brand tagged on at the end.

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40Sec

Vis

ual

Audio

2008/11/0729

What do we know about Branding?

That looked great!Who did they say

made it?

There are many “rules” or myths that surround Brand Linkage

“Brand early” “Brand often”

2008/11/0730

There is no correlation between the quality and quantity of branding …..you can’t ‘force’ the brand on

the creative or the consumer

… or the time at which the brand appears

… the number of times a brand appears in an ad

“Brand often” “Brand early”

What do we know about Branding?

2008/11/0731

Great creative and Strong brand linkage

Strong brand linkage

If your ad isn’t about the brand,

How can it influence sales or equity for our brand?

How can we be sure it isn’t doing a job for our competitor?

“If you don’t have a core creative idea, all the logo-ing in the world will not brand your ad”

Great Creative

2008/11/0732

Consistency in Branding success

Branding success comes with Consistency over time – in branding devices, messaging and creative style

AD CONTENT Lowest Highest

EstablishedBranding Device

Distinctive Creative style

14%

10%

29%

42%

2008/11/0733

Colour

Character

Celebrity

Music

Format

Tone/style of ad

VoiceoverBrand cues could be virtually anything!

Strong brand devices are built over time and through consistency

Strong branding devices

2008/11/0734

Checklist to help you generate strong branding

• The ad only makes sense with that particular brand in it (not just the category)

• The ad is consistent with my previous campaigns (in terms of mood, tone and style)

• The brand’s personality and values are reflected in the ad

• The brand has a clear role in the story (rather than the category)

• The brand’s role is actively involved in the story

• It is impossible to talk about the ad without referring to the brand

• The ad couldn’t be for your key competitor

• Am I using a distinctive and unique brand feature in an active way?

Yes No

Are there more ‘Yes’s than ‘No’s? There should be!!

Uniqueness of

Impressions

Brand Fit

Brand Focus

For the advertising you’re working on can you agree with the following statements…..?

2008/11/0735

Staying on message

1 in 3 of all ads we test fail to communicate on strategy…

often because the message is not integral to what’s interesting in the ad

We want consumers to say,

'That's a hell of a product'

instead of, 'That's a hell of an

ad.'

- Leo Burnett

CommunicationCommunicationCommunicationCommunication

2008/11/0736

Focused communication is more effective

• Attempting to convey too many messages will likely result in none of them coming through to a strong extent

• Ads that communicate well are able to express the key idea single mindedly and effectively

Main Impressions MB Database Average Ads With . . .

1 Message 2 Messages 3 Messages 4 Messages

% % % %

Message 1 37 24 23 16

Message 2 17 16 13

Message 3 11 10

Message 4 9

2008/11/0737

Single message works better

Single messages always easier to get through than multiple and complex ones

Sony Ericsson

‘great camera that captures fast action’

LG Secret

‘fit of style and technology’

2008/11/0738

Make it easier

Clarity and Understanding

Keep things clear, simple and relevant - don’t expect your viewer to work for you

2008/11/0739

Get consumer to engage

Advertising exposures in real life:

- Is individual, initial processing is flying solo

- Is (mostly) merely 30 seconds of someone's time

- Happens when attention is passive at best or no attention at worst

- Happens when minimal interest in what we’re telling them

Advertising exposure in real life is a passive experience

The challenge from the viewer: “You have to make

me get it !!”

2008/11/0740

Clear understanding is crucial

Some strategies we use…

Complexity

Detailed storytelling

Intrigue and enticement

Invitation to viewer to work it out and dissect

commercial

Above Average Understanding

Below Average Understanding

Enjoyment 29 23

Branding 43 33

Negative Involvement 17 31

Above Average Understanding

Below Average Understanding

Enjoyment 29 23

Branding 43 33

Negative Involvement 17 31

Ads that are hard to follow are generally disliked

The truth is, poor understanding negatively impacts the overall opinion of the ad

It usually doesn't encourage a spirit of discovery.

What motivation does the viewer have ?

We too often expect our viewers to spend time and energy working through an ad

2008/11/0741

Example ad – easy ads result in good performance, even high engaging

‘ Reset ‘Dog Kissing Man’’

2008/11/0743

• What is the role of the creative? Is the brand and message truly integrated there?

– What is the role of the brand in the ad?– Is the message getting highlighted – creatively and

convincingly?

• Are our campaigns consistent over the years? – Do we have a recognizable visual identity,

creative style or messaging, maintaining elements the viewer can associate with previous memories?

• Have we kept your creativity clear and relevant? Are we expecting viewers to work things out?

• Does our creative connect locally?

Creative Magnifier(Interesting and involving parts)

Attention held by the creative and involving elements of the

ad – which integrate with…

Brand-linked memorability

Clear/memorable message

Tough questions you need ask yourselves?

2008/11/0744

Pulling all the evidence together, we can then make constructive

recommendations to maximise the full potential of an ad

Pulling all the evidence together, we can then make constructive

recommendations to maximise the full potential of an ad

This can make the difference between an average ad and a great ad and improve the ROI

This can make the difference between an average ad and a great ad and improve the ROI

Engagement


the brand?

Communication


strategy?

Motivation


consumers?

LinkTM can help make it better

2008/11/0745

Thanks a lots!!!

“We have to provide the

inspiration to move ideas

and executions forward!”

“ Are you saying my ad is

working?”

“Yes, we can say it works

because…”

In a nutshell,

2008/11/07 1 making great ads that work – some lessons from the consumer “ 좋은 광고...

Documents