NYCU: Advertising in the News
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copy testing
- Creative & Branded Content
- Article
Why Do Great Creative Ideas Get Killed? (Summary)
Ask any ad-agency creative professional whether their best ideas ever see the light of day, and the answer likely will be “no”. That outcome is a function of a highly contentious, early-stage evaluation and selection process. Researchers in Australia and New Zealand reexamined the process and offered takeaways for moving great ideas forward.
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- Creative & Branded Content
- Article
Getting Better Creative from Data and Insights
We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper titled: How to Get Better Creative from Better Insights.
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- Targets & Segments
- Article
A New Tool Measures Children’s Emotional Response to Ads
Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.
Member Only AccessP&G’s Pritchard: Time to Cut the Crap — and the Pressure on Agencies – via AdAge
At the Thursday keynote address to the Association of National Advertisers (ANA) Masters of Marketing Conference
Marc Pritchard (Chief Brand Officer at Procter & Gamble Co.) addressed issues with creative agencies in his talk on “Raising the Creative Bar.” But he said it’s time to lower pressure on agencies – which has included P&G cutting its agency and production fees the past two year by $570 million to $1.4 billion.
Doing good creative work requires time, he said. “And we have a problem, because we’re spending too much of our time on measurement of advertising vs. the quality. We’re fiddling with measurement debates while consumers are blocking our ads. Measurement is not going to make crappy advertising better.”
On creative measurement, while P&G certainly hasn’t abandoned copy testing, Mr. Pritchard said he favors a different test for deciding to proceed with work, which is “whether it makes my spine tingle.” If it does, it should at least get further development, he said.
3 Reasons Why Digital Research is Backwards – via Marketing Land (source: Peter Minnium, President of Ipsos Connect)
“As digital advertising has evolved, our processes for measuring its effectiveness have stayed relatively the same.”
The problem remains that an entire generation of ad folks has grown up embracing a do-learn process in digital and still needs to be thoroughly convinced the added layer of rigor to apply learn-do is well worth the effort.
It’s dangerous to rely on the opinion of a handful of folks to determine how a campaign will affect (potentially) millions of people. Testing is a filter for learning and a safeguard against failure. The value of testing and learning early in the process is much more than just getting validation of the effectiveness of advertising – it is a catalyst to a thoughtful strategic thinking process that provides immeasurable value.
“The Neuroscience Behind Creating Better Creative”- CBS/CBS Vision, Nielsen Catalina Solutions, Nielsen Consumer Neuroscience
The evolution of market research technology over the last decade mirrors our scientific understanding of the brain and decision making that clearly concludes a large portion of brain processing occurs below our conscious awareness. The business results and impact will be of major importance in advancing the field of creative evaluation.
Among the questions this study was designed to answer:
– To what degree do neuroscience-based measures of advertising creative predict in-store sales response as gauged by single source data?
– Which neuro measures most strongly predict higher in-market sales response?
– What is the importance of creative evaluation in understanding in-market results?
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“The Time for Real Time … Is Now” – Unilever
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Conference Paper – “Closing the Creative Loop in the Shift to Mobile” – Facebook
What creative content will maximize impact? This paper summarizes 2 years of follow up work that was presented at ARF Audience Measurement 2014 — continuing to explore what aspects of creative matter as content consumption shifts to more mobile and video.
Combining Brand Lift studies conducted on in-market Facebook campaigns with creative testing data, we close the loop and identify aspects that create value. With this data set, we model how elements of both static and display ads predict business outcomes.
This research combines a large dataset of in-market testing, media delivery, meta-data and creative content ratings to further our understanding of how to optimize content to breakthrough in a mobile environment.
From AdAge – “Neuromarketing Exits ‘Hype Cycle,’ Begins to Shape TV Commercials”
For over two decades, Neuromarketing has intrigued marketers who believed that what people say is not always how they “really” think or feel. There’s evidence that Neuromarketing has finally turned a corner.
At the Advertising Research Foundation’s Re!Think conference, marketer Mars released findings on its study of 110 TV ads based on facial response and eye tracking from firm MediaScience. The results: biometric research predicts sales results better than traditional survey-based copy testing.
ESPN employed the same company to help make the case that marketers should consider a mobile ad “viewable” by consumers if it appears partly in view for just a half second, as opposed to one or two seconds.
Neuro-Insight joined Facebook in reporting brain activity that suggests campaigns combining TV and Facebook encode memories.
Nielsen Consumer Neuroscience now has 15 offices in 10 countries, with growing interest from big packaged goods, automotive and finance players, said Carl Marci, Nielsen’s chief neuroscientist and co-founder of Innerscope.
CBS Vision President David Poltrack observed that growing validation is boosting researchers’ confidence in using neuroscience techniques.
The Next Frontier: Content Analytics
Bill Harvey, Co-Founder & Chairman of ScreenSavants opened this session stating that about 65% of ROI comes from the creative and 35% from the media. Research to date has focused on optimizing media planning and helping decision-makers make go/no go decisions, but rarely has the research been designed specifically for diagnosing how to improve the content for greater chances of success. Bill presented a new method of pretesting content and helping to maintain series on the air based on a combination of online panel, set top box data, second by second voluntary nuanced response, and an empirically validated set of 270 keywords called DriverTagsTM. These Tags were tested with previous successful and cancelled programs and validated with Nielsen ratings using correlation analysis.
Key benefits of this method are:
- Explains the “why” of a program’s rating.
- Answers the question “how can we make it better.”
- Speaks better the “language of creative.”
- Helps optimizing ad placement based on the ad “fit” with the DriverTagsTM correlated with the programs.
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