PART I: Neuroscience and ‘The Moment' we Changed Everything
PART II: Realtime Resonance with TV Brand Effect
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A standard creative process
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~ 5 - 6 month process
M essaging Early S tage TestingF ina l-S tage
C reative O ptim ization O n-a ir D ata
Brand team determines messagingAgency develops early-stage creative
Creative ideas go through testingAgency produces final-stage creative
Final creative optimizedCreative is on-airCampaign data
TIMELINES
BUDGETSEFFICIENCIES
Industry pressures tightening
Shrink it down
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DEEP INSIGHTS REAL TIME DATA
DRIVE ROI
M essaging
Testing
O ptim ization
O n-air
F inal-S tage C reative
Theoretical Process
Where Lowe’s is Heading
THE MOMENTYou realize you should pilot new
methodologies.
< < < Insert Example Ad > > >
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video
Lowe’s to select representative campaign ad
Partnering with Nielsen
NEURO
TVBEMIX
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DEEP INSIGHTS
REAL TIME DATADRIVE ROI
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Using neuroscience to make every moment count
Not Sacrificing Deep Insights
NEURO
Measuring the consumers nonconscious response
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Predicting outcome with nonconscious metrics
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MEMORYThe process of storing and retrieving discrete pieces of information about a brand, product, or messageEMOTION
Set of relatively brief, coordinated brain, autonomic and behavioral changes in response to information
ATTENTION The act or state of applying focus to something; a selective narrowing of brain resources
Understanding the campaign structure
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0
5
10
9 10 11 12
Seconds
0
5
10
5 6 7 8 9
Seconds
Focused processing with payoff
focused
Emotion Attention Memory
THE MOMENT
How do Consumers process the pause-punchline structure?
Effortless processing with payoff
Insert “moment” reel
effortless
“The m om ent you realize… ” “The m om ent you realize… ”
Understanding the creative assets –the jingle
12
0
5
10
5 6 7 8 9 10 11 12 13 14 15 160
5
10
9 10 11 12 13 14 15 16
Lowe’s whistle-theme
Scene Transition
Memory
Insert audio clip
No whistle-theme
Lowe’s Solution(in-store sequence)
Scene Transition
Lowe’s Solution(in-store sequence)
? ?
Understanding the right use of end cards
How do different End Card deal treatments impact consumer engagement and motivations all while building mental availability for Lowe’s?
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End CardDeal Info
Identifying the efficacy of …deal info by product category
type of deal (monetary vs. service)style of voice overcreative elements
visual layout and format
Understanding how to more effectively cut-down
Scene in Neuro Compression Scene in Existing cut down
Ad Second1
Ad Second7
Ad Second13
Ad Second19
Ad Second25
2 3 4 5 6
8 9 10 11 12
14 15 16 17 18
20 21 22 23 24
26 27 28 29 30
Agency selecting
only ~60% of the most salient and engaging moments from the 30 second ad for the 15 second ad.
PART II: Realtime Resonance with TV Brand Effect
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Partnering with Nielsen
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TVBE
Using TVBE to make every moment breakthrough
Ensuring every breaks through in 2 ways:
Take action in real time• Change media weight• Adjust flighting schedule • Remove or adjust spots (15s vs. 30s)Establish benchmarks and norms of what success looks like• Lowe’s benchmarks of creatives compared to
each other• Category benchmarks of Lowe’s creatives
compared to competitors
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moment
TV Brand Effect captures the intersection of creative quality, media execution and external influences
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CREATIVE QUALITY- How strong is my creative at breaking through?
MEDIA SUPPORT + FLIGHTING - Do I have enough media weight? Not enough?
PROGRAM QUALITY / SYNERGY- How well are viewers engaged with a TV program when my ad runs?
COMPETITIVE INTERACTION - Is my ad being confused with competition? Are they winning SOV?
DR
IVER
S O
F AD
PE
RFO
RM
ANC
E
TVBE uniquely addresses today’s breakthrough challenge
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TVBE measures real world performance of the full spectrum of TV content, both in-program and in-commercial pod, via custom
questions 24 hours after natural viewing
IN PROGRAM
PROGRAM CONTENT
IN-PROGRAM CONTENT
COMMERCIAL POD
HYBRID STANDARD AD
Replace with NCAA images from this past
tournament
How it works: The impact of TV ads is measured via surveys on Poprewards platform
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The TVBE survey reflects viewers’ ability to remember ad content next-day by asking viewers 5 simple questions
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Establishing benchmarks and norms: Lowe’s to Lowe’s
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0
500
1000
0%
10%
20%
30%
Feb Mar Apr
Brand C am paign G RPs (2018) Brand C am paign G RPs (2017)
Brand C am paign (2018) Brand C am paign (2017)
2017 Brand BM Norm = 21%
Ad P
erfo
rman
ce
Brand Campaign 2018 vs. 2017 Monthly Trended Brand Memorability
Media W
eight (In-Coverage GRPs)
Source: Nielsen TV Brand Effect, 02/07/17 – 04/30/18. Norms: 02/01/17 – 01/31/18. Media weight source: TVBE in-coverage GRPs
Optimizing in flight
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Q1’18 Brand Ad Performance by CreativeCreative Sample Ad
MemorabilityBrand
LinkageBrand
MemorabilityMessageLinkage
LikeabilityLinkage
Shopping Intent Linkage
Creative A 1,000Creative B 1,000Creative C 1,000Creative D 1,000Creative E 1,000Creative F 1,000Creative G 1,000Q1’18 Brand Campaign 15,0002017 Brand Norm 40,000
Source: Nielsen TV Brand Effect, 02/01/18 – 04/30/18. Norms: 02/01/17 – 01/31/18.Green and red shading indicates significance above or below the 2017 Brand Norm at a 90% confidence level
Brand A
Brand B
Brand C
Brand D
20 %
30 %
40 %
50 %
60 %
70 %
20 % 30 % 40 % 50 % 60 %
Establishing benchmarks and norms: Lowe’s to competitors
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Bra
nd L
inka
ge
Q1’18 Competitive Ad Performance by Brand
Ad Memorability
<<50% 2017 Category BL Norm
^^38% 2017 Category AM Norm
%’S AND BUBBLE SIZE REFLECT SHARE OF VOICE AMONG
COMPETITORS SHOWN, BASED ON GRPS INCLUDED WITHIN TVBE-
COVERED NETWORKS/DAYPARTS
Source: Nielsen TV Brand Effect, 02/01/18 – 04/30/18. Norms: 02/01/17 – 01/31/18.
H igh A d M em orabilityH igh B rand L inkage
Low A d M em orabilityH igh B rand L inkage
H igh A d M em orabilityLow B rand L inkage
Low A d M em orabilityLow B rand L inkage
Establishing benchmarks and norms: Lowe’s to competitors
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Brand A Jan – Oct vs. Nov – Dec Brand Response Distribution
53% 46%54%
35%
29%27%
7%17% 9%
5% 8% 10%
20 17 Bra nd AJan - Oct
20 17 Bra nd ANov - Dec
20 16 Bra nd Norm
B rand A
B rand B
B rand C
B rand D
Source: Nielsen TV Brand Effect, 01/01/17 – 12/31/17. Norms: 01/01/16 – 12/31/16.
Brand Linkage sample: 2017 Brand A Jan-Oct = 4,000; 2017 Brand A Nov-Dec = 1,500; 2016 Brand Norm = 20,000
Percentages represent the brand response
d istribution of view ers that w ere ab le to recall
the creative content
○ = indicates correct response
A solution for the creative process at Lowe’s
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NEURO
Using Neuroscience to inform the
frameworks of a campaign.
Understand the deep insights of what will
or will not work in our “Moments” campaign
or any other new campaigns in the
future.
TVBE
Creative and campaign-level data are collected in real-time to understand
the on-air performance of
Lowe’s brand and creatives relative to the competition, and
improve Lowe’s media execution.
MMM
Understand how the actions taken and
insights applied have succeeded for
Lowe’s and how they contribute to overall
ROI.
Validation Framework
© 2017 Lowe’s. All rights reserved. CONFIDENTIAL 27
NEURO
TVBEMIX
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