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.
Research shows that high impact ads have 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to make a consumer want to learn more about a product/brand (Undertone Ipsos ASI Joint Research Project). However, the current state of the industry is making it harder for marketers to understand and adopt this valuable tool.
In short, high impact digital adverts are non-standard, scalable, large canvas ad formats with rich media features. Creativity is at the core of these formats – they are able to capture a consumer’s attention, build an emotional connection and drive engagement. Their success depends on a number of factors. They must:
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?
We explored how dynamic digital creative formats can drive engagement and brand metrics beyond clicks and views.
This research strives to provide insights that substantiate how approaching multi-screen campaigns with dynamic creative design can potentially elevate campaign performance on an impression level and help advertisers make every impression count.
Our session will address:
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.
Ipsos Connect offers a Thought Piece, “Who’s Killing Creativity Now?” that analyzes the importance of creativity to successful advertising campaigns. “. . . the Ipsos database shows that 75% of an ad’s ability to leave brand-linked memories is due to creative.” The importance of brand-building to long-term profitability is also discussed. TAG: brand-building. See more. https://www.ipsosmori.com/Assets/Docs/Publications/Ipsos_Connect_TP_Whos_killing_creativity_now_
The 2015 Creative Effectiveness Cannes Lions winners reveal trends in effectiveness strategies that may also surface in the 2016 IPA Effectiveness Awards. The IPA has published a study showing that creatively-awarded commercial campaigns were on average seven times more efficient than non-creatively awarded campaigns in delivering market share growth per point of extra share of voice. This article also discusses the five strategic trends revealed by the winning campaigns. TAG: market share growth. See more. . .http://www.marketingmagazine.co.uk/article/1353449/cannes-attitude-learnings-creative-effectiveness-cannes-lions
Visually, a visual content creation platform, surveyed marketers and creatives to see how they work together to produce marketing content. The study revealed that “the relationship between marketers and their creative teams isn’t always harmonious.” Among the findings: better communication is needed and creative teams are understaffed. Improved collaboration between creative teams and their marketing partners would result in more successful content according to the survey. TAG: marketing content. See more . . .http://www.mediapost.com/publications/article/265172/marketing-creative-success.html
This Advertising Age article discusses ten powerful advertising and marketing ideas in campaigns selected by Creativity for their boldness. These 2015 campaigns effectively used storytelling, emotions, comedy, ingenuity or a combination of these marketing techniques. Among the campaigns highlighted: Supercell’s “Clash of Clans,” AT&T’s, “Close to Home,” and Patagonia’s, “Denali.” http://adage.com/article/advertising/ten-brand-ideas-creativity-loved-2015/301912/
Facial tracking is used to explore how marketers can best use entertainment in ads in this Journal of Advertising Research article, “Optimizing the Amount of Entertainment in Advertising: What’s So Funny About Tracking Reactions to Humor.” The goal is to increase the effectiveness of the ads as measured by increases in purchase intent. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category. The authors of this article, Thales S. Teixeira, Ph.D., Assistant Professor in the Marketing Unit, Harvard Business School, and Horst Stipp, Ph.D., EVP, Research & Innovation: Global Ad Effectiveness at the Advertising Research Foundation, state that the study “showed that a high level of entertainment in advertisements might come at the expense of the persuasiveness of the ad in driving purchase.” TAG: entertaining ads. Source:http://www.thearf.org/journal-of-advertising-research-online-access/
IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan. “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources. Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.”
Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead. In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising. Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.” While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance.
This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
Tim Nudd analyzes the 24 trends that drove some of the best 2015 ads in this Adweek article. He provides examples, including videos, which illustrate these trends.
Among the trends:
-Powerful Women: ads that highlighted female strength included Ram trucks and Always, as well as the use of female athletes by other advertisers.
-LGBT Mainstreaming: Campbell’s, Wells Fargo and other companies followed the 2014 example of companies, such as Honey Maid, by creating ads with gay couples.
-Saving the Planet: ads related to environmental issues, such as the Rag Bag Case study, demonstrated outstanding creativity.
-Long Copy: was demonstrated in print and outdoor ads, such as Harmony Condoms, McDonald’s (DDB Stockholm), and Depaul Nightstop.
-Older “It” Girls
-A Galaxy of Star War Ads
-Unicorns as advertising characters
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The large quantity of ads in urban environments can be challenging for marketers. However, the creative out-of-home advertising demonstrated by the brands highlighted in this article enables them to stand out.
The author’s favorite out-of-home campaign discussed in this Designer Daily article is a Simpsons movie ad that appeared at the bottom of an escalator when the movie was released.
Additional campaigns noted by the author:
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