Published on February 17, 2014
Advertising research for maximum advertising effectiveness An introduction to AdProbe and the five pillars of advertising success Copyright Vision One Research - February 2013
Agenda Why pre-testing is important Introducing AdProbe The 5 pillars for successful advertising Copyright Vision One Research - February 2013
Introducing AdProbe • AdProbe is a innovative advertising research approach developed from the accumulation of 15 years advertising research – Built on the 5 pillars of advertising effectiveness, it includes over 50 new and exciting metrics to assess the impact & success of advertising “AdProbe is unique as it focuses on optimising advertising effectiveness (and sales) rather than simply replaying how consumers react to it” • Vision One’s new and multi-faceted approach is supported by validation from independent psychologists, research and advertising practitioners • AdProbe can be used from the early creative development through to pretesting and as part of Brand/Ad tracking programmes Copyright Vision One Research - February 2013
Why is research important? • Clients cannot afford to back losers – Successful advertising can help companies make a huge difference in their business. The role of research and Ad Pre-testing is to help advertisers identify successful advertising so that they maximise their ad spend and ultimately improve sales and profits • Minimise the risk of damaging your brand – The purpose of most advertising is to create sales, but good advertising does more than just raise sales, it alerts consumers to the brand and imparts meaning/value to it • Understand, in detail, how your ad is (or is not) working – Smart questioning techniques can get to the heart of consumers’ reactions. Only with a deep understanding of how the ad is working is it possible to make improvements Copyright Vision One Research - February 2013
Five pillars for advertising success Emotion Stickiness Brand Fame Buzz Impact & Action Copyright Vision One Research - February 2013
Emotion Copyright Vision One Research - February 2013
90% of what we think is subconscious Conscious Mind • 90% of our thinking and decision-making is subconscious (System 1) and below the surface of our conscious minds • Essential to understand the emotions to access the subconscious mind: System 1 System 2 Fast Easy Slow Logical Rule based Subconscious Mind Emotional 90% Effortless Automatic Instinctual Copyright Vision One Research - February 2013 Rational Tiring Cognitive Considered
The Seven triggers of Emotion Following research into the role of emotion within advertising, Seven triggers of E-motion were identified and developed Most TV advertising tends to have both a primary and secondary emotional trigger. Typically there is at least one weak trigger – it’s virtually impossible for adverts to be strong on all 7 triggers Vision One use these 7 triggers to create an Emotional index (E-index) for each advert Copyright Vision One Research - February 2013
The Seven triggers of Emotion Creating emotional advertising doesn’t necessarily mean tear-jerking or melodramatic, more importantly it’s about making people Care Fascination is the catalyst to achieving an emotional response and vital ingredient to successful advertising “Fascination is an intense emotional focus. When people are fascinated by you or your message, they’re more likely to trust, believe, and respect you” (Sally Hogshead) We have found that this E-index highly and positively correlated with purchasing intentions and award winning advertising Copyright Vision One Research - February 2013
Facial Expression Analysis To supplement our measurement of emotion, for second by second analysis of how people are emotionally responding to the advertising we use Affectiva’s ground breaking facial expression analysis software This allows us to understand how people react on key measures throughout the duration of the advert. Key metrics include: Attention, Concentration, Expressiveness, Like and Dislike Copyright Vision One Research - February 2013
Facial Expression Analysis Emotions are transient - asking people how they feel about an advert is difficult (especially if their responses and emotions are subconscious) The e-Test monitors their emotional state second by second for a thorough assessment Metrics include: Attention, Smile, Valence, Confusion/Dislike, Surprise Copyright Vision One Research - February 2013
Stickiness Copyright Vision One Research - February 2013
Secrets to being STICKY • Sticky advertising is inextricably linked with involvement and relevance. The more involving an advert is - the stickier it becomes • There are many ways to achieve memorable and sticky advertising. Here are a couple of examples: – People love stories! Stories are a great way to evoke emotion and provide a short-cut to communication through the use of visual metaphors. John Lewis’ Christmas advertising has successfully used story telling to create involving and successful campaigns that have been awarded by the industry – Creativity and the 7 Triggers of Emotion Engaging consumers with emotion is essential to generating involvement with the advertising. In particular, Creativity is a key part of this process – as it forces consumers to re-evaluate their own thinking and perceptions. It should come as little surprise that creatively awarded advertising is significantly more effective than ads which are not Copyright Vision One Research - February 2013
Secrets to being STICKY We have found that the more hooks there are in an advert the stronger it will be; Memorable ideas are usually expressed in sensory language and are often easy to visualise or feel Sticky ideas are often simple and easy to explain If an advert is rated as memorable, the sticky index of an advert will increase, thus having an impact on other pillars such as Buzz and Impact & Action Copyright Vision One Research - February 2013
Branding Copyright Vision One Research - February 2013
Secrets to successful Branding • A strong brand linkage with the advertising execution is one of the five pillars of effective advertising • If people don’t remember the brand that is being advertised, then this will inevitably reduce overall advertising effectiveness and media efficiency – Although not readily obvious to those outside advertising, but many TV campaigns tend to have a generic and positive effect on the entire category (not just the advertised brand). Ultimately this can mean competitor sales are also receiving a boost from the advertising Reducing this brand leakage and maximising the impact for the advertised brand is essential Copyright Vision One Research - February 2013
Measuring the effects of Branding Traditional market research approaches to measuring branding often involve asking respondents the name of the brand being advertised shortly after seeing it. This is a somewhat naïve approach as it simply a memory test (i.e. whether they can remember an advert they had seen 30 seconds ago) AdProbe uses a new and innovative approach to branding – by exploring what respondents are taking away from the Advertising and how well the brand is integrated into this Copyright Vision One Research - February 2013
BUZZ... Copyright Vision One Research - February 2013
The Importance of Buzz • Research has shown that rational ad strategies yield the lowest return on profits. Those that sought to create ‘Brand Fame’ or ‘Buzz’ (i.e. encourage people to talk about the brand) outperformed strong emotional strategies by +39%. “The particular strength of creativity is fame. It’s about inspiration, that particular kind of emotional response that leaves people wanting to process the ad, share it and want to talk about it." Source: The winning formula: TV creativity and effectiveness • As a result of this, Vision One has adopted new metrics to monitor and assess the ability of an advert to create word of mouth buzz. Ads with Buzz will have an amplified effect on viewer responses Copyright Vision One Research - February 2013
Impact and Action Copyright Vision One Research - February 2013
The role of Impact and Action • No advertiser wants their TV advertising to be seen as ‘wallpaper’ yet many ads fall into this category. Whilst creative and communication strategies vary, all advertising has one of three goals; 1. To encourage the consumer to think something 2. To encourage the consumer to feel something 3. To encourage the consumer to do something • Generating one or more of these responses is a critical measure of the success and one of the five pillars of advertising effectiveness • AdProbe utilises an innovative new metric to determine how the advertising is working – assessing whether it is enhancing perceptions or even driving purchase intentions Copyright Vision One Research - February 2013
Impact and Action Norms All Ads have some form of a call to action Test Ad If all you want is for advertising to create sales then to measure advertising performance we measure response and sales 42% 31% 23% 16% 10% 11% 12% 16% 16% However, most ads are not direct marketing strategies. Here is an example of how, using AdProbe, we measure consumers’ response to an ad Importance Copyright Vision One Research - February 2013 Reactions to the advertisement range in importance from Brand Awareness to most importantly Purchasing Intentions
AdProbe in summary • AdProbe takes the latest learning and thinking to generate a more meaningful assessment of advertising and advertising effectiveness • AdProbe is highly diagnostic and helps to explain how and why advertising works/fails and how to improve it. Assessments are based on multiple metrics – the 5 Pillars of Emotion, Stickiness, Branding, Buzz and Impact • AdProbe can be used from the early creative development stage, through to pre-testing animatics or as part of Brand/Ad tracking programmes • For more information please visit our website: http://www.visionone.co.uk/ Copyright Vision One Research - February 2013
THANK YOU! www.visionone.co.uk HELPING TO CREATE F<M@US ADVERTISING Copyright Vision One Research - February 2013
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