dynamic logic - online creative best practices 2009 europe
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Millward Brown & Dynamic LogicsOnline Creative Best Practices
May 2010
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At the Forefront of Digital and Emerging Media
Helping clients to build and grow their brands in a digital world
10 years digital & media expertise
6,000+ campaigns measured across 27 digital platforms
250+ CrossMedia Research studies
300+ online creative pre-tests conducted through LinkSelect for Digital studies
300+ filters in MarketNorms, the world's largest online normative attitudinal
database
Specialty practices for mobile, gaming & social media
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What is MarketNorms?
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MarketNorms database is fueled by AdIndex studies
Worlds largest online ad effectiveness database of its kind Used for planning and benchmarking online ad campaigns
4,850+ campaigns globally from over a dozen industries
7.3+ million global survey respondents
163,000+ online creative tested
Dynamic Logics MarketNorms data can broaden insights
View a :30 demo at www.marketnorms.com
Normative Insights
FMCG
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Brand Awareness
Measures the level of familiarity respondents have with thebrand (aided and unaided)
Message Association
Measures the extent to which respondents can match themessages and/or concepts in the creative to the brand
Brand Favourability
Measures the extent to which respondents have apositive or favourable opinion of the brand
How do you measurewhere consumers are in
the continuum?
First, consumers
need to be aware
of a brand
Then they need tounderstand the value
to them, or what the
product is used for
The consumer
forms an opinion
about the brand
Finally, the consumer
decides whether he or
she is likely to
purchase the brand
1.
2.
3.
4. Purchase Intent
Measures the likelihood of
respondents to purchase the brand
in the future
The Hierarchy of Advertising Effects
Creative Best Practices is based on a qualitative assessment of online campaigns
measured by Dynamic Logic in the past year that performed in the top/bottom 20th
percentile within their industry category in either Ad Awareness and/or Purchase Intent
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We know that online advertising works, but how can campaign
performance be optimised?
Large variation in performance between best and worst performers within norms
Worst performers actually have the ability to negatively impact brand metrics, potentially due topoor targeting and creative quality
8.7
13.6
8.97.5
6.9
2.3
4.7
2.5
1.51.2
2.3--1.6 2.0-
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Aided Brand Awareness Online Ad Awareness Message Association Brand Favourability Purchase Intent
Top Performers Average Bottom Performers
-3.6 -4.1
Best performers defined as the average of the top 20% of
campaigns per metric and Worst Performers defined as the
bottom 20% of campaigns
Source: Dynamic Logics MarketNorms, Last 3 Years, Q1/2009, N=2,390; n=3,806,527
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Online Insights: Things to Think About
to Achieve the Greatest Brand Impact
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1. Brand impact is only as strong as your brand presence show
brand prominently on all frames of the creative
>What stopping power would the first frame generate?
>What reason would a user have to stop and watch the ad
intrigue is not always a good option with online campaigns
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Consistent branding presence will aid in greater impact on
awareness metrics
Source: Dynamic Logics MarketNorms, Last 3 Years, Q1/2009, N=2390, n=3,806,527
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How does the 100% branding principle apply to certain
industries?
We know creatives that show the tested brand prominently on
all frames of the ad typically outperform those that reveal the
branding info
However, the normative data also reveals that certain product
categories also have industry specific principles related to
branding presence
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FMCG Ensure that the parent brand logo does notovershadow the new product/extension
> Within FMCG campaigns, a common goal is to promote a new product or brand extension
> Bottom performing FMCG ads often featured the parent brand name more prominently, thus
overshadowing the new product/extension. None of the top FMCG performers on adawareness used this branding format, while one quarter of bottom performers did.
i f h hi l
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Automotive Ensure a strong presence of the vehicle nameand its association to the parent brand
> Within Automotive campaigns, a common goal is to build awareness of a new or redesigned model
> A clear distinction between best and worst performers on awareness is how connected/disconnected the
parent brand is from the new/redesigned vehicle name
> In the example, the tested vehicle name (auto brand X) only appeared within the logo and in the final
frame; the parent brand logo is ubiquitous and overshadows the specific model
Wh b di i b h b d h
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When co-branding creatives, ensure both brands have an
equally commanding presence
> Co-branded ads, particularly within the auto industry, typically
underperform on awareness and persuasion
> Co-branding can make it difficult for the advertisement to be more
aligned with the brand
When utilising more than one brand, ensure each brand and its
association to the other are clear and does not overshadow one
another
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2. Each frame of an ad should stand on its own
Each frame should:
> Produce brand
awareness
> Communicate
message/benefits/differentiation
> Communicate brand
like-ability/reason to
purchase or call to
action, depending on
your advertising goal
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3. Be mindful when using reveal ads
> Reveal ads are almost
always ineffective; this
finding is seen across allindustries as a key
component that
differentiates best and
worst campaign
performers
> Why should a user
continue to watch thisad after the first couple
of frames?
> At this stage they have
no idea who/ what the
ad is for
> FMCG1 out of the 20 top performers on ad awareness used reveal format, while 17 out of the 20
bottom performers used reveal format
> Auto 6 out of the 20 top performers on ad awareness used reveal format, while 13 out of the 20
bottom performers used reveal format
R l d l t l i ff ti h
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Reveal ads are almost always ineffective: however,
there are exceptions to the rule
There are a few exceptions to the reveal
format rule:
> Video ads are much more likely to
succeed in being noticed, but are still
risky in terms of building brand
awareness and favourability*
> Ads with high entertainment or comedic
value can be effective, if appropriate
* Many of the top performing campaigns
that we have measured included online
video ads, which happened to be
repurposed TV spots that were adapted for
online, and also implemented a variety ofvideo formats, including pre-roll, in-banner
and interstitial ads. Companion units were
placed near the video, allowing viewers to
interact with the ads and maintaining
constant brand presence while the videos
were playing.
Source: Dynamic Logics MarketNorms, Last 3 Years, Q1/2009, N=2390, n=3,806,527; Video (last 3 Years) N=255,n=311,755; Rich Media (Last 3 Years) N=1955, n=2,782,038 ; Flash (Last 3 Yea rs) N=1166, n=1,564,019
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Keep the messaging very simple: Clutter
> Within Financial Services campaigns, ads
that were cluttered with heavy copy/text
typically underperform on adawareness/memorability
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Interactive ads can be effective when used appropriately
> Use expandable/interactive ads to allow the
viewer to drill-down and learn more
> Ads with an interactive element can be great,
but dont rely on people interacting in order to
get the message and product
> Interactive ads are very effective at risingAd Awareness, yet, less than 2.11%* of
people interact with an ad in the live
environment, so the advertiser should
ensure that people who choose not to
interact will still take out the message
*Source: DoubleClick DART for U.S. Advertisers, JanuaryJuly 2008
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6. If goal is persuasion, be careful not to annoy the site visitor
> Avoid highly obtrusive ad
formats (example shown)
> Be considerate of the site
visitors mindset and the site
content; intrusive formats may
work within certain site
categories (i.e. online videomarketing for theatrical
releases on entertainment sites)
but appear annoying on others
(i.e., news/info sites)
> Also ensure that the media is
well-targeted and shown to
relevant audiences, this is
particularly important for low
household penetration
industries (refer to next slide)
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However ensure the brand name does not only appear in
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However, ensure the brand name does not only appear in
product shot, particularly for FMCG campaigns
> Most of bottom performing campaigns within FMCG featured the brand name/logo
only within the product shot
> Opportunity to see the advertised brand name may be lost or obscured when only
featured within the product shot
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8. Integrate online creative concepts with offline
> Utilise creative elements that are consistent with offline ads in order to reap the
benefits (i.e. frequency) of synergistic media
Magazine Insertion TV Spots Online
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9. Avoid border ads
Try to avoid border ads ad sizes that frame the content of a webpage
> They train site visitors to focus on the center of the page and tune out ads, whereas, some ad
placements embedded within the content are therefore, more noticeable
> Rectangle ad sizes do not frame content and are therefore, more noticeable
10 FMCG Inclusion of coupons/free trial offers did not
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10. FMCG Inclusion of coupons/free trial offers did notdifferentiate performance on Purchase Intent
> FMCG campaigns that utilised a charity/donation message scored
well on ad awareness/persuasion
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Top 10 Creative Best Practices Principles
1. Show brand prominently on all frames of the ad
Within the FMCG industry:
Ensure that the parent brand logo does not overshadow the new product/extension
Within the Automotive industry:
The parent brand logo does not compete with attention or overshadows the new vehicle name
Co-branded auto ads underperform on ad awareness and intent; Co-branding can make it difficult
for the advertisement to be more aligned with the brand; when utilising co-branded sponsorships
ensure that each brand has its own moment of clarity and one does not overshadow the other
2. Each frame of ad should be able to stand on its own
3. Reveal ads are almost always ineffective; this is seen across all industries as a key component that
differentiates best and worst campaign performers In reviewing thousands of online creative, reveal ads have consistently worked poorly across industries
There are a few exceptions:
Video ads are much more likely to succeed in this but still risky
Ads with high entertainment or comedic value can be effective
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4. Keep the messaging very simple
Within Financial Services campaigns, ads that were cluttered with heavy copy/text tend to underperform
on ad awareness/memorability
5. Dont make people work for the message
Across industries, reveal format of the key messaging led to poor performance
6. If your goal is persuasion rather than awareness, be careful not to annoy the site visitor
7. Both top and bottom performing campaigns included a product shot and human form in the ad
Human presence appears to be a key factor of success in Financial Service campaigns, where copy is
typically used more often
Relevant human imagery can be particularly important for targeted industries (baby care, pet)
Also ensure that branding does not only appear within the product shot, this is particularly important for
the FMCG industry
Top 10 Creative Best Practices Principles
10 C i i i i l
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8. Integrate online creative concepts with offline
Use creative elements that are consistent with offline ads
9. Try to avoid border ads ad sizes that frame the content of a webpage
- They train site visitors to focus on the center of the page and tune out ads
- Rectangle ad sizes do not frame content and are therefore, more noticeable
10. Coupons/free trial offers did not differentiate performance on awareness/persuasion for FMCG campaigns
FMCG campaigns that utilised a charity/donation message scored well on both awareness and
persuasion
Top 10 Creative Best Practices Principles
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Further Insight into YourIndustry's Online Branding Performance
MarketNorms data shows that online advertising works, regardless of industry. Its no longer asurprise that online is an effective ad medium the next step for marketers is discovering whatworks best in terms ofWeb site choices, ad formats, targeting, exposure frequency and more.
Dynamic Logics Industry Normative Reports are developed to provide a summary of what iscurrently known about the specific industry's online advertising effectiveness and determine whichof these elements tend to work best within the online environment.
To learn more about a specific industry or to see one of our free Industry Normative Reports,contact your Dynamic Logic client team or email [email protected].
FMCG
d if f i i
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Pre-Test to Identify Your Best Performing Creative Assets
Dynamic Logic has found pre-testing can be a predictive tool to help clients and advertisers understand which
creative executions will perform in a live, in-market test. We have validated our Link copy-testing metrics to
AdIndex in-market metrics and there are correlations! To learn more, please contact [email protected].
2009: When it comes to creative work, we like to get smart before we get creative.The work is more successful when its informed by more than gut instinct. Instinct and
experience enable us to make the creative work memorable. But real information and
insightwhich comes from asking the right people the right questions in the right context
makes the work correct. Great creative is based in truth, which is what were all about.
- Jay Leveton (CEO, Proof Integrated Communications, part of Burson-Marsteller)
LinkSelect for Digital
Compare digital ads against one another and select the most
effective creative out of a chosen set.
Link for Digital
Provides in-depth understanding of performance and potential
areas for improvement for one digital display or video creative.
Display
Video
Audio
1963: "The most important word inthe vocabulary of advertising is TEST. Ifyou pretest your product with consumers,
and pretest your advertising, you will do
well in the marketplace.
- David Ogilvy
As the media landscape changes, the importance of copy-testing remains steady
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Dynamic Logics
Online Creative Best Practices
Thank you!
Contact: Christina Goodman
+44 (0) 20 7126 5259 or cgoodman@dynamiclogic com
mailto:[email protected]:[email protected]