David Poltrack, Chief Research Officer at CBS Corporation, President of CBS Vision and ARF Board Chair presented the Campaign Performance Audit (CPA) program, which is built around the elements of an ad campaign:
Step 1: Test your message. Start with research confirming that you have effective ads that communicate a compelling message.
Step 2: Maximize your weekly reach. Determine if your campaign maximizes reach among your target market on a weekly basis during the campaign period, not just on a full campaign basis.
Step 3: Get the most out of recency. A comprehensive competitive schedule analysis will tell you how you did against the goal of reaching the greatest number of category buyers as close to the purchase occasion as possible, and after any exposure to your competitors’ messages.
Step 4: Precisely target potential customers. Ensure that your campaign reaches the right audience. Today, that audience can be defined in precise purchaser profiles, as opposed to broad-based, increasingly irrelevant age/gender demographic terms.
Step 5: Consider context. Since ad performance is affected by context, determine how many of your ads aired in top programs with highly engaged audiences exposed to a limited number of high quality advertising messages. Did those premium exposures deliver extraordinary results?
Leslie Wood, Chief Research Officer at Nielsen Catalina Solutions then tackled long-term advertising effectiveness. In Phase 2 of the study, insights were gathered from a committee of experts. Close to two-dozen brands were analyzed across 31 studies. Looking at the long-term multiplier:
- The range of LTE2 multipliers is from 3.5 to 1.2 (roughly 2).
- The creative campaign matters and can drive significant YOY changes.
- The higher the short-term sales effect, the higher the long term, among the studies that included both.
- Categories with high weekly dollar sales have higher LTE multipliers.
- Frequency drives loyalty.
- However, the multiplier does not change with the size of advertising. Size of advertising impacts short-term effects. Likewise short-term share of voice does not influence the multiplier.
Their next step is to look at new media and establish norms and benchmarks across categories.
ARF members can access the full deck by contacting email@example.com .
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