HYPE Sessions - On Advertising Research

Hi, I’m Elias.

I work at InSites Consulting.

I live in and love Gent, and love creative advertising.

Find me on twitter via @eliasveris

@eliasveris

Fact: Advertising Sucks

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Based on 1.300 TV spots that were tested by InSites Consulting in 2010.

Fact: Some advertising is great. That’s a

minority.

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Fact: People do like watching a

good (tv) commercial. A good one.

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Let’s look at these people…

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empowered post-modern nomads

emotional Smarter than ever

Consumers …

Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.

PEERS ADVOCATES

COLLEAGUES JUDGES

Before During After @eliasveris

Consumers as PEERS

Getting close to consumers

Immersing in their daily lives

Getting inspired.

Before

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Observational methods: Ethnography

Getting to know body-Knowing limits in physical functioning

“Bezig met een stevige boswandeling samen met mijn vriendin. Loop dan stevig door tot toelaatbare pijngrens. voor de laatste

klachten rrende ik tussendoor kleine stukjes en probeer dan steeds iets verder

te gaan dan de vorige keer.”

Prevention-Exercise

“Na het herstellen heb ik een crosstrainer gekocht waarop ik bijna dagelijks op oefen om

een betere conditie te krijgen en wat af te vallen. Ik zit op 20 minuten met 80 toeren per

minuut. Samen met drie keer per dag wandelen met de hond levert dat toch al aardig

wat beweging op. Ik ben geen sportfanaat, maar dat wat ik nu doe kan ik wel opbrengen..”

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Part 1

Research Communities

Dunkin’ donuts makes me

happy, And not because of

the doughnuts (which in fact, I do not enjoy). What makes me happy about this brand is the coffee! Although the coffee isn't the best in the world by any stretch of the imagination, there's nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. It's good for a pick me up at any time of day.

Provides focus. Shows competitive playing field.

Provides talking points and imagery

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Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.

PEERS ADVOCATES

COLLEAGUES JUDGES

Consumers as COLLEAGUES

Supporting decision-making

Reviewing your concepts & ideas

Inspiring you to go the extra mile

Before

Ongoing Famous community.

Provides 24/7 feedback on

anything.

Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.

PEERS ADVOCATES

COLLEAGUES JUDGES

Consumers as ADVOCATES

People identify with brands

People talk about brands and ads

Ads can activate the conversation

During

www.futurelab.com

Some new style agencies focus entirely on WOM

Some campaigns too…

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9 13 17 35195

1078

3287

1842

94

week 1 -2011 - 1 to 7 jan

week 2 - 2011 - 8 to 14 jan

week 3 - 2011 - 15 to 21 jan

week 4 - 2011 - 22 to 28 jan

week 5 - 2011 - 29 jan to 4

feb

week 6 - 2011 - 5 to 11 feb

week 7 - 2011 - 12 to 18 feb

week 8 - 2011 - 19 to 25 feb

week 9 - 2011 - 26 to 28 feb

Execution of the campaign Evolution over time

Q: To what extent do we observe peaks in the buzz on the execution of the campaign?

We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover the features of the campaign website. They also want to better know the actors. Especially valentines day leads to an additional boost in posts. During week 8 we observe a decrease of the buzz volume.

Data

collection still

ongoing for

week 9

7186 conversations

BUZZ VOLUME

Helps adjusting

14%

86%

Message present Message not present

Helps adjusting

Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.

PEERS ADVOCATES

COLLEAGUES JUDGES

Consumers as JUDGES

Providing you with valuable feedback

Helping you learn. Helping you getting better

Benchmarking you with competitors

After

X 1,4

A good TV ad combines likeability and brand activation.

And purchase intention!

Helps Justifying

3 core elements to measure

Helps improving

#1 Consumers are pretty

damn smart.

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#2 They can be involved at any time in

your process.

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#3 Involvement

aims for improvement.

Always.

@eliasveris

Thanks!

Find me on twitter via @eliasveris Or via [email protected] Or via +32 486 34 80 35