1. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

2. Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

3. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

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Exploring New Frontiers:
TV Ad testing through Mobiles
MRMW Singapore March 5, 2014
Presenters:
Swati Kulkarni – Emami Ltd.
Pranesh Misra – Brandscapes Worldwide

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How Consumers Watch TV
At home and laid back…
Seeking
Entertainment
& Information.
Relaxed frame
of mind.

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Newer & newer screens..
Multiple screens for multi-tasking
Increase in
consumption of
content on
tablets..

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.. And the tablet moments
are even more intimate…
Getting younger..
More intimate…
More instant

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Contrast this with Central Location Testing
Stressful
Time
consuming
Transportation
Formal
Artificial
Interview setting
Artificial
Make shift
Viewing Setting

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Key Idea:
Show TVC & Record Responses on Tablets
Take the ad to the consumer….
Natural setting
Less stress
Less time
Pleasant touch
screen experience

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The interview setting
Consumer’s own environment
Face to face
interview
Consumer’s home
or place of work or
leisure

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Customized MAATS Mobile App
8
Easy, touch
screen
completion
Instant
Data
Upload
Show Ad on
Tablet
Voice
Recording
verbatim

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Happier respondent = Better quality
Self completion, or facilitated if needed.
Shorter
questionnaire –
less than 15
minutes
Least intrusion
More authentic
response

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Easy, Unique & Enjoyable
3%
7%
7%
15%
19%
19%
0% 5% 10% 15% 20%
NOTHING
CONVENIENT
SAVES PAPER
LESS CUMBERSOME
UNIQUE AND
INNOVATIVE
ENJOYABLE
Reasons for Liking
2%
7%
46%
42%
0% 20% 40% 60%
NOT EASY AT ALL
SOMEWHAT
PROBLEMATIC
QUITE EASY
EXTREMELY EASY
Easy or difficult?

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Host of other pay-offs….
Leveraging mobile technology
Voice recording
verbatim responses
Instant upload;
Real-time quota
control
GPS tracking:
when, where, how
long?
Wide geography

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MAATS: Experience in past year
12
• 45+ Ads tested in 7 countries
• Clients adopting it as their protocol
• Benchmarking database being mined

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EMAMI CASE STUDY:
ANTISEPTIC CREAM AD
HOW IS IT HELPING IN DECISION MAKING?

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The TVC centered around a Proponent –
a housewife with busy lifestyle
1 2 3 4 5
678910

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Ad Performance
Memory Hooks Key Message

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Brand Impressions
81%
71%
60%
59%
58%
58%
33%
51%
51%
51%
39%
40%
22%
31%
23%
CONTAINS NATURAL INGREDIENTS
IT’S FOR THE ENTIRE FAMILY
MAKES SKIN GERM-FREE
PROTECTS SKIN
OLD AND TRUSTWORTHY BRAND
IT HAS NATURE + SCIENCE
IT IS NOT UP WITH MODERN TIMES…
SKIN EXPERT
MOISTURIZING OF SKIN
MAKES SKIN BEAUTIFUL
CAN BE USED IN ANY SEASON
OFFERS VALUE FOR MONEY /…
IT HAS A UNIQUE NATURE SHIELD COMPLEX
YOUTHFUL
KNOWN FOR HEALING
Top Box Scores
Sample Base : 150

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0
2
4
6
8
Mean Scores
Q. Which of the following feelings, moods or emotions do you
connect with the TVC? (10 point scale)
Emotional Response

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KEY LEARNINGS
WHAT HAVE WE LEARNT SO FAR?

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Key Learnings
 Tablet based Ad Testing is an option to CLT
 MAATS Vs. CLT:
 Better respondent experience
 Better capture of open ended responses – through voice recording
 Higher quality control through GPS
 Quicker turnaround time
 Possibility to cover wide geography – including rural and small town
markets
 More value efficient.

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Questions?
Questions?

24. Title Sponsor Gold Sponsor Silver Sponsors
Bag Sponsor
Workshop Host
Sponsor
Event App
Partner
Networking Reception
Partner
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

25. Association and Media Partners
March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net

26. March 4-7, 2014 Ramada Hotel, Singapore
www.mrmw.net