Advertising Testing Needs to Change

Advertising Testing Needs to Change
Martijn Kist
Innovation in Research Conference, 4 May 2011
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Nobody’s Unpredictable
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The Media Environment is Changing,
Driven by Technology
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The Consumer is Surrounded and needs to Choose
Website
People Buzz (WOM)
Phone 1-800
News Coverage
Blogs
Consumers reviews…
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Needs
Emotions
Brand
Values
DESIRE
Peripheral
From the
advertiser
TV
Radio
Newspapers
Billboards
Transit
Internet
Direct Mail
Product Placement
Promotions
POS displays/In-store
Sponsorships
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Product Performance
Package Performance
Package Art (the “look”)
Price
Place (Distribution)
Personal Service
From the
“factory”
“Traditional” paid advertising still works…
Share of Impact;
of 100%
Cinema, 2
Price, 1
Radio, 2
Magazine Ads, 3
"Look"/Art, 14
Performance, 12
Television Ads, 6
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Sponsorships, 4
The Store !
Share of Impact;
of 100%
Cinema, 2
Price, 1
FSI, 2
Radio, 2
Magazine Ads, 3
"Look"/Art, 14
Sponsorships, 4
POS, 4
Promos, 5
Performance, 12
In-Store, 6
Posters, 6
Television Ads, 6
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Channel, 13
Websites and On-Line contribute…
Share of Impact;
of 100%
Cinema, 2
Price, 1
FSI, 2
Radio, 2
Magazine Ads, 3
"Look"/Art, 14
Sponsorships, 4
POS, 4
Channel, 13
Promos, 5
Performance, 12
In-Store, 6
Posters, 6
Television Ads, 6
On-line Ads, 7
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Website, 5
The impact of WoM and News/PR
Share of Impact;
of 100%
Cinema, 2
Price, 1
FSI, 2
Radio, 2
Magazine Ads, 3
"Look"/Art, 14
Sponsorships, 4
POS, 4
Channel, 13
News/PR, 5
Promos, 5
Performance, 12
In-Store, 6
Posters, 6
Word of Mouth, 9
Television Ads, 6
On-line Ads, 7
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Website, 5
The Consumer is Changing
More solicited by marketing and
research and becoming more
selective and more disloyal

Advertising and research need to
become more engaging and find the
consumer where and when he is
responsive
Online and Multi-tasking
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Appeal to him/her in new ways
They increasingly live here
Research methods are still here
Research methods need to follow
the consumer
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Consumers live here less and less
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Brands need to adapt
From Transaction to Relationship
with the consumer
“We have no money, we shall have to think”
Winston Churchill
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With less research budgets !
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Research and Ad Testing need to adapt
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Research needs to be…
More engaging
Cheaper
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Faster
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Ad Testing should help Brands adapt
 Reflecting
the increasing complexity of today’s media landscape in
which creative quality is increasingly “king”
 Moving
from TV only to multiple and multi-media
 Measuring
things that were not measured before such as
emotions, viral potential and the relationship with the Brand
an engaging way
To help you build Great
Communications for the strong
brands of the future
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 In
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Digital Brand communication has to
compete simultaneously with content
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How our Next* pretest is evolving
Next*TV
Next*Connect
Consumers are invited to
give opinions about a TV
program and see TV ads
inside a TV program.
Consumers are invited to give
opinions about advertising, products
and movie previews and see ads in
multiple media before a movie
preview they choose.
demo
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Our key principle : a media environment is required for our key measures:
it allows for selective attention to operate
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The Next*Connect Survey Experience was Designed
with the Respondent in Mind
Use of visual
prompts
Interactive scales
Consumer friendly
grids to avoid
straightlining
Engaging answer bubble
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Movie preview
as a reward
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Large buttons vs
tiny html
Full screen
product display
for unbiased and
easy selection
Our motto “Respect the Respondent” paid off
What
said :
Survey very enjoyable
x4
Would participate again
x2
‘This survey was quite fun to
do. I appreciate the
technological advancements in
it and the use of media. The
survey is effective on the whole
and exciting.’
‘This is the best survey I have
done in a long time…it was
enjoyable…it was unique how
you had to flip through the
magazine and how you had to
turn the TV on, etc.’
‘Next*Connect is the first product where Interactive Technology meets
the respondent , a true online interactive survey
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Respondents
Next*Connect
vs Traditional
Ciprian Sava, VP IIS
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Because having the right accessories
can greatly enhance your chances
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Are your giving your
Brand Communications
the Research they need
to succeed in this new
environment ?
Advertising Testing Needs to Change
Martijn Kist
Innovation in Research Conference, 4 May 2011