How to measure and improve digital advertising creativity ?

How to

measure

and improve

digital

advertising

creativity ?

2) Theory

1) Introduction 3) Examples

Introduction

Digital media is an interactive media which can engage consumers

But digital content can also engage consumers= content and brand experience engage consumer from one touch point to the next to generate immediate re-actions towards the brand and interactions with friends

Source : rapp

Digital works like traditional media = reach consumer on a touch point and get him to memorize message to improve brand equity and drive purchase (other touch point, later time)

Digital advertising creates brand experiences people will discover, live and share.

PAID MEDIA BannersPre rollsAd words

REACH

OWNED MEDIABrand spacesBrand contentBrand representatives

BRAND EXPERIENCE

EARNED MEDIAFans Followers sharing contentPeople talking about brand

ON LINE INTERACTIONS

Looking at an example: Perrier secret experience

Perrier believes that drinking water at a party is the best way to not miss a single thing. After all – when you are more aware, you experience more. Perrier Secret Place is an immersive digital experience that lets you live the ultimate party you've always dreamed of. Through a 90-minute film that works like a video game, users are invited to experience the perspective of 60 different characters – experiencing the party not just through one point of view, but 60 wild fantasies.



Earned MediaEarned Media

Owned Media Owned Media

paid Media paid Media

http://www.perriersecretplace.com/

TV spot + 4” pre roll

1 minute 30 video




http://www.perriersecretplace.com/

More than 12,000,000 lives were lived on the website. The average user experienced the perspective of six different characters.

Owned Media Owned Media

Experiential web site


Earned MediaEarned Media

Shared video

Facebook analytics shows reach and 3 other analytics which measure engagement : engaged users, talking about this, virality of each post. * Reach is the number of people who saw that post. * Engaged users tallies the number of people who clicked somewhere in your post. * Talking about this shows number of people who liked, commented on or shared your post. * Virality is the percentage of the people who saw your post and then talked about it.

What do we mean by “engagement” ?

”Customer engagement is the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time. » Forrester.• Involvement: the presence of a person at various brand touch points. •Interaction: actions people have on line•Intimacy: the affection of a person for a brand. • Influence: the likelihood of a person to advocate on behalf of the brand.

Brands engage consumers to regain control on the brand experience

1414

Brands use content to engage “the always on, but never reachable consumer”

Forrester Research.

Real time content marketing to engage consumers with useful and engaging content when he needs it, on the touch point he chooses.

The rise of “converged media” strategies

16

The new way to influence consumers on their path to purchase

Source : rapp

Paid media, Owned media and Earned media impact consumers perceptions and behaviors.

HAVAS has measured that owned media and earned media Contributes at 40% to consumers perceptions of brands

Theory

Digital efficiency is best when consumers are engaged all the way through from paid media to owned and earned media

BRAND BENEFITS=

1-CONTACT

2. PERTINENCE

3. REACTION

4. CONVERSATION


paid + owned + earned Media paid + owned + earned Media

BRAND BENEFITS

This is how digital can engage consumers step after step

2. Personal connection4- CONVERSATION

2. PERTINENCE

1- CONTACT

3. REACTION

4” pre roll

1 minute 30 video

Experiential web site

Shared video

This is how digital is measured

ANALYTICS -Number of views-Number of visitors-Number of inscriptions-Number of purchasers….

CREATIVE POWERConsumer perceptions /choice between 2 advertising routes

OR

RESULTS vs. OBJECTIVES-Awareness of the brand- Shift of brand perception-Intentions to buyAnd sometimes ….Impact on full brand image

FOCUS GROUPS OF CONSUMERS

DATA COLLECTED THROUGHT COOKIES

OR

SURVEY ON PANELOF CONSUMERS

This is how digital should always be measured (data collected on single source)

BRAND OBJECTIVES

MEDIA ENGAGEMENT(through analytics collected on validated consumers)-Number of views-Time spent-Clics, visits…- Shares

CREATIVE ENGAGEMENT(through survey collection after forced exposition to ad)- Advertising recall- Brand / message recall -Intentions to act-Positive / negative conversations

+

BRAND OBJECTIVES(through survey collection before forced exposition to ad)- Awareness- Perceptions (Brand equity)-Intentions (Sales / information)- Advocacy

=AD ENGAGEMENT MEDIA ENGAGEMENT

3- REACTIONHow many consumers clicked on the ad / visited the landing page ?

4- CONVERSATIONHow many consumers shared the ad ?

2- PERTINENCEHow many consumers spent time watching/reading the ad

1- CONTACTHow many consumers potentially exposed to the ad ?

STEP ONE = collect the analytics

Exposed

Watched

Interacted

Shared

3- REACTIONDid they feel like doing something online after seeing the ad ?

4- CONVERSATIONWould they talk about the advertising ?

2- PERTINENCEHave they paid enough attention to remember the brand name / message ?

1- CONTACTHave they not only been exposed, have they seen the ad and do they remember seeing the ad ?

STEP TWO = collect consumer experience

Recall

Connection

Participation

Conversation

STEP THREE = check results vs. brand objectives

BRAND OBJECTIVES- Awareness- Attitudes (Brand equity)- Behaviour (purchase, other immediate calls to action…)- Advocacy

Examples

BRAND OBJECTIVES+ =AD ENGAGEMENT MEDIA ENGAGEMENT

STEP ONE STEP TWO STEP THREE

sSTEP ONE. Digital media can…

2- Increase quality of exposure

3- Deliver immediate returns

4- Multiply the reach

1- Provide additional reach

3- REACTIONHow many consumers clicked on the ad / visited the landing page ?

4- CONVERSATIONHow many consumers shared the ad ?

2- PERTINENCEHow many consumers spent time watching/reading the ad

1- CONTACTHow many consumers potentially exposed to the ad ?

STEP ONE = collect the analytics

Exposed

Watched

Interacted

Shared

1- Provide additional reach Each additional touch point is another occasion to see the ad*

Internet is a great pair to TV where 72 % of GRP’s reach 40% of exposed. But there is a disconnect between “I bought an impression” and “someone had an ‘opportunity to see’ (OTS) that impression.” Advertisers need to have the insurance that digital media can deliver the same OTS as TV. Comscore VCE has proven that 70% of impressions delivered are seen.

volksvagen on Turbo a program from M6, the french TV channel : ads show up at the same time on TV screen and computer

*Occasion to see (OTS) = 50% of pixels in view for a minimum of one second.

2- Quality of exposure on brand contentIf consumers can skip the content they can also spend more time watching it or watch it again

Thanks to its unique methodology, Alenty can cross-tab the real ad exposure time of any user group with its questionnaire answers. It therefore becomes possible to create correlations between ad exposure time and branding attributes (brand favorability, message association, etc.). This can be based on creative, and even by sites.

M6 has developped additional content with brands to propose a richer viwing experience on lone around top chef

3- Deliver immediate returns=) Interactive ads empower consumers to act, all these actions can easely be measured through analytics

« Built on the HbbTV standard, Oggle is a comprehensive platform that combines different kinds of applications. It hosts social networking features and chat and there is a retailer e-commerce portal. The platform provides the key data advertisers need to tailor messages that engage viewers individually, dramatically increasing the reach and effectiveness of adverts”

Recently Amaguiz and peugeot have used connected TV features and opened up mini web sites accessible throught the TV screen for people who wanted to know more about their products.

4- Multiply the reach through earned mediaWhen a consumer shares the ad with its friends it increases others occasions to see

“Nielsen Twitter TV Rating” use to measure the total activity around television shows, including those tweeting and those “exposed” to that activity. The idea was to analyze the exact size of the audience. This year blufinlabs measured there were 3.9M social media comments about Super Bowl commercials – a 225% increase from last year! The most social commercial this year was Dodge Ram’s “Farmer” spot, which generated 402K comments.

M6 has set up a contest around Top Chef. Influencial bloggers could send their content to the channel about Philips ROBUST culinary robots.

Why use single source panel to measure Digital ?



STEP TWO Creative digital ads can get consumers to…

3- Experience the brand …at their own pace

4- Share their experience of the advertising

1- Notice the ads they are exposed to

2- Pay attention to the ads

3- REACTIONDid they feel like doing something online after seeing the ad ?

4- CONVERSATIONWould they talk about the advertising ?

2- PERTINENCEHave they paid enough attention to remember the brand name / message ?

1- CONTACTHave they not only been exposed, have they seen the ad and do they remember seeing the ad ?

STEP TWO = collect consumer experience

Recall

Memorization

Participation

Conversation

1- Notice the ads they are exposed to =) Do they remember the ads ?

With 45 millions views on Youtube, it’s the 3rd most viral ad of all times. The success comes from the strength of the creative idea and it’s ability to get people to remember the message. The message was efficient since incidents dropped 21% after the campaign. Source : la reclame

The Australian subway produced a video inspired by « Happy Tree Friends » cartoons and used an easy to remember song « dumb ways to die » to warn users about potential risks.

2- Pay attention to the ads=) Do they remember the brand message ?

The web-serie reached a total of 70 million views. Various anonymous contributors sent the episodes they wrote and some were selected to be actors on the web serie. The way storytelling was made contributive was at the source of massive engagement and created a strong link between people and INTEL brand message. Cannes 2013 Grand prix . Source : la reclame

To communicate about its processors INTEL talked about inside beauty. Alex is a young man who changes appearance every day. No big deal that’s how today’s life is, each time you log in to a different device. However when he falls in love with a girl things get tricky.

3- Experience the brand at their own pace =) make a search or visit the web site (with/without a clic on the ad)

Thanks to Google Street View people were able to see things throught the eyes of the person of their choice. They had to clic to move. 700 000 unique visitors in a month and 120 000 new facebook fans. Cyber Bronze in cannes 2013.

Geox recruted 4 fans on facebook and sent them to Cherrapunji in India, the most humid place in the world. They filmed their experience to put their products in situation.

4- Share their experience with a friend=) add a personal comment positive/negative when sharing the ad)

.

« Oreo is taking some heat for a rainbow-cookie ad it posted in recognition of gay pride month.But while the cookie isn't real, the controversay sure is. In 3 days the rainbow cookie post had nearly 38,000 comments and 226,000 ‘likes’ on the social media site.While the responses were mostly positive, some commenters were outraged, even calling for a boycott of the product ».http://www.nydailynews.com

Cannes 2013. Grand prix : Cyber

How can research help optimize digital creative ?

Netnography using mesagraph to listen to people on line


On line consumer communities to gather insights around a product or a brand using facegroup


Brands create their own panel.The Premier League Fan Panel is a thriving community set up to gather opinion from football fans for the purposes of research.


socialmoov can be used to select the best performing facebook ads in LIVE (A/B testing)


socialmoov can be used to select the best performing facebook ads in LIVE (A/B testing)


Content square can be used to select the best version of a web site in LIVE (A/B testing)

2- Influence

consumer

attitude towards

the brand

3- Influence behavior (immediate or short term)

4- Encourage

advocacy

STEP THREE. Announcers can use digital to…

1- Increase awareness of their brand within specific target

STEP THREE = check results vs. brand objectives

BRAND OBJECTIVES- Awareness- Attitudes (Brand equity)- Behaviour (purchase, other immediate calls to action…)- Advocacy

1- Increase awareness of their brand within specific target : either consumers or non consumers



Snickers worked with Google AdWords to bid on misspellings of the most commonly searched terms. Each time someone misspelled a word, they were given a tailored message to “Grab yourself a Snikkers” as “Yu cant spel properlie wen hungrie.” For maximum reach, they used an algorithm to work out the most common 25 000 misspelled searches and bid on terms for them all.Within three days of launch, the ad was seen by well over 500 000 people. GOOGLE

2- Influence consumer attitude towards the brand






3- Influence behavior (immediate or short term) : one touch point at a time

Because each touch point is particularyeffective at doing one thing, advertisers give a specific objective at each touch point

Leroy merlin proposes to : - DISCOVER with the TV spots « du coté de chez vous » - UNDERSTAND with the tutorial videos on their website /youtube - BUY the products they need in the store - SHARE their finished projects with their friends on line

There is no longer one direct consumer path from TV to store.Some consumers make a stop on internet from their computer, some others use their mobile in the store or after.




4- Encourage advocacy amongst brand lovers

Mediacom leveraged the power of celebrities and people in the public eye. They created a media storm by getting these celebrities to tweet out of character messages and got everyone talking about Snickers. Over the 12 weeks of the launch campaign, they saw an increase in the number of Snickers singles sold in the Impulse channel; 705,000 more bars than last year. They've also seen double digit growth in value sales in some channels.Source : google

4- Encourage advocacy amongst brand lovers

Brand Shout from ipsos asiTechnology has transformed today’s media environment and research approaches are changing too. Ipsos has developed Brand Shout, a mobile app that gives you a detailed, tactical understanding of: * Cut-through and impact of individual media and ads * Performance of all digital touchpoints, including display ads, search, sponsorships, Facebook activity, Twitter feed, email, text messages and social mentions * Granular understanding of in the moment conversations that reveal the true nature of word-of-mouth and how it affects your brand

Opening up

I'd love to hear from you :- Which digital campaigns are the most effective ?- Which case studies can you share ?- Which companies can help advertisers in digital ?

How to measure and improve digital advertising creativity ?

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