How to measure and improve digital advertising creativity ?

1. How to measure and improve digital advertising creativity ?

2. 2) Theory 3) Examples 1) Introduction

3. Introduction

4. Digital media is an interactive media which can engage consumers 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) 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

5. Digital advertising creates brand experiences people will discover, live and share. EARNED MEDIA Fans Followers sharing content People talking about brand OWNED MEDIA Brand spaces Brand content Brand representatives PAID MEDIA Banners Pre rolls Ad words ON LINE INTERACTIONS BRAND EXPERIENCE REACH

6. 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.

7. Looking at an example: Perrier secret experience

8. Looking at an example: Perrier secret experience paid Media Earned Media TV spot + 4” pre roll 1 minute 30 video Owned Media http://www.perriersecretplace.com/

9. Looking at an example: Perrier secret experience paid Media

10. Looking at an example: Perrier secret experience Owned Media Experiential web site 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.

11. Looking at an example: Perrier secret experience Earned Media Shared video

12. 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. 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.

13. Brands engage consumers to regain control on the brand experience

14. Brands use content to engage “the always on, but never reachable consumer” Real time content marketing to engage consumers with useful and engaging content when he needs it, on the touch point he chooses. Forrester Research. 14 14

15. The rise of “converged media” strategies

16. The new way to influence consumers on their path to purchase Source : rapp 16

17. 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

18. Theory

19. Digital efficiency is best when consumers are engaged all the way through from paid media to owned and earned media paid + owned + earned Media = BRAND BENEFITS 4. CONVERSATION 3. REACTION 2. PERTINENCE 1- CONTACT BRAND BENEFITS paid Media

20. This is how digital can engage consumers step after step 1- CONTACT 4” pre roll 2. PERTINENCE 3. REACTION 1 minute 30 video 2. Personal connection 4- CONVERSATION Experiential web site Shared video

21. This is how digital is measured OR OR DATA COLLECTED THROUGHT COOKIES FOCUS GROUPS OF CONSUMERS SURVEY ON PANEL OF CONSUMERS ANALYTICS -Number of views -Number of visitors -Number of inscriptions -Number of purchasers …. CREATIVE POWER Consumer perceptions / choice between 2 advertising routes RESULTS vs. OBJECTIVES -Awareness of the brand - Shift of brand perception -Intentions to buy And sometimes ….Impact on full brand image

22. This is how digital should always be measured (data collected on single source) = + BRAND OBJECTIVES AD ENGAGEMENT MEDIA ENGAGEMENT 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

23. STEP ONE = collect the analytics 1- CONTACT How many consumers potentially exposed to the ad ? Exposed Watched 2- PERTINENCE How many consumers spent time watching/reading the ad Interacted 4- CONVERSATION How many consumers shared the ad ? Shared 3- REACTION How many consumers clicked on the ad / visited the landing page ?

24. STEP TWO = collect consumer experience 1- CONTACT Have they not only been exposed, have they seen the ad and do they remember seeing the ad ? Recall Connection Participation 2- PERTINENCE Have they paid enough attention to remember the brand name / message ? 4- CONVERSATION Would they talk about the advertising ? Conversation 3- REACTION Did they feel like doing something online after seeing the ad ?

25. STEP THREE = check results vs. brand objectives BRAND OBJECTIVES - Awareness - Attitudes (Brand equity) - Behaviour (purchase, other immediate calls to action…) - Advocacy

26. Examples = MEDIA ENGAGEMENT + AD ENGAGEMENT BRAND OBJECTIVES STEP TWO STEP THREE STEP ONE

27. s STEP ONE. Digital media can… 1- Provide additional reach 4- Multiply the reach 2- Increase quality of exposure 3- Deliver immediate returns

28. STEP ONE = collect the analytics 1- CONTACT How many consumers potentially exposed to the ad ? Exposed Watched 2- PERTINENCE How many consumers spent time watching/reading the ad Interacted 4- CONVERSATION How many consumers shared the ad ? Shared 3- REACTION How many consumers clicked on the ad / visited the landing page ?

29. 1- Provide additional reach Each additional touch point is another occasion to see the ad* 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. 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.

30. 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 M6 has developped additional content with brands to propose a richer viwing experience on lone around top chef 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.

31. 3- Deliver immediate returns =) Interactive ads empower consumers to act, all these actions can easely be measured through analytics 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. « 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”

32. 4- Multiply the reach through earned media When a consumer shares the ad with its friends it increases others occasions to see M6 has set up a contest around Top Chef. Influencial bloggers could send their content to the channel about Philips ROBUST culinary robots. “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.

33. Why use single source panel to measure Digital ?

34. Why use single source panel to measure Digital ?

35. Why use single source panel to measure Digital ?

37. STEP TWO Creative digital ads can get consumers to… 1- Notice the ads they are exposed to 4- Share their experience of the advertising 2- Pay attention to the ads 3- Experience the brand …at their own pace

38. STEP TWO = collect consumer experience 1- CONTACT Have they not only been exposed, have they seen the ad and do they remember seeing the ad ? Recall Memorization Participation 2- PERTINENCE Have they paid enough attention to remember the brand name / message ? 4- CONVERSATION Would they talk about the advertising ? Conversation 3- REACTION Did they feel like doing something online after seeing the ad ?

39. 1- Notice the ads they are exposed to =) Do they remember the ads ? 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. 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

40. 2- Pay attention to the ads =) Do they remember the brand message ? 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. 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

41. 3- Experience the brand at their own pace =) make a search or visit the web site (with/without a clic on the ad) 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. 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.

42. 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

43. How can research help optimize digital creative ? Netnography using mesagraph to listen to people on line

44. How can research help optimize digital creative ? On line consumer communities to gather insights around a product or a brand using facegroup

45. How can research help optimize digital creative ? 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.

46. How can research help optimize digital creative ? socialmoov can be used to select the best performing facebook ads in LIVE (A/B testing)

47. How can research help optimize digital creative ? socialmoov can be used to select the best performing facebook ads in LIVE (A/B testing)

48. How can research help optimize digital creative ? Content square can be used to select the best version of a web site in LIVE (A/B testing)

49. STEP THREE. Announcers can use digital to… 1- Increase awareness of their brand within specific target 2- Influence 4- Encourage consumer advocacy attitude towards the brand 3- Influence behavior (immediate or short term)

50. STEP THREE = check results vs. brand objectives BRAND OBJECTIVES - Awareness - Attitudes (Brand equity) - Behaviour (purchase, other immediate calls to action…) - Advocacy