How to measure and improve digital advertising creativity ?

How to
measure
and improve
digital
advertising
creativity ?

2) Theory
1) Introduction 3) Examples

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
Banners
Pre rolls
Ad words
REACH
OWNED MEDIA
Brand spaces
Brand content
Brand representatives
BRAND EXPERIENCE
EARNED MEDIA
Fans
Followers sharing content
People 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 Media
Owned Media
paid Media
http://www.perriersecretplace.com/
TV spot + 4” pre roll
1 minute 30 video

paid Media

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
Experiential web site

Earned 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

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 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 POWER
Consumer perceptions /
choice between 2 advertising
routes
OR
RESULTS vs. OBJECTIVES
-Awareness of the brand
- Shift of brand perception
-Intentions to buy
And sometimes ….Impact on
full brand image
FOCUS GROUPS
OF CONSUMERS
DATA COLLECTED
THROUGHT COOKIES
OR
SURVEY ON PANEL
OF 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- REACTION
How many consumers clicked on the ad / visited the landing page ?
4- CONVERSATION
How many consumers
shared the ad ?
2- PERTINENCE
How many
consumers spent
time
watching/reading
the ad
1- CONTACT
How many consumers potentially exposed to the ad ?
STEP ONE = collect the analytics
Exposed
Watched
Interacted
Shared

3- REACTION
Did they feel like doing something online after seeing the ad ?
4- CONVERSATION
Would they talk
about the
advertising ?
2- PERTINENCE
Have they paid
enough attention
to remember the
brand name /
message ?
1- CONTACT
Have 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

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 content
If 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 media
When 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- REACTION
Did they feel like doing something online after seeing the ad ?
4- CONVERSATION
Would they talk
about the
advertising ?
2- PERTINENCE
Have they paid
enough attention
to remember the
brand name /
message ?
1- CONTACT
Have 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)

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

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

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

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
particulary
effective 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 asi
Technology 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 ?

How to measure and improve digital advertising creativity ?

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How to measure and improve digital advertising creativity ?