creativity

A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising

A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising

  • By Jillian Rice, Ipsos (Creative Council Young Pros Officer)

The ARF Creative Council hosted its seventh Happy Hour event on Super Bowl advertising and what to watch for in the commercial breaks during this year’s big game. Council member Belle Frank of VMLY&R moderated a discussion with four creative experts – three of them from the Creative Council -- to discuss Super Bowl ad insights and trends, giving marketers important ideas to consider and advertising fans something to look for on Sunday night.

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The A-B-4C Model of Winning Advertising
  • Article

The A-B-4C Model of Winning Advertising

What is the special sauce that elevates an advertising campaign from workmanship to artistry? Olson Zaltman researchers reviewed more than 200 of the most iconic advertising campaigns to “separate the best of the best from the rest,” then wove their findings into what they called the A-B-4C Model of Winning Advertising. Brands and agencies developing new creative can look to this model, or look at existing ideas through lens of this model, to see which elements of it are in their campaigns. “There’s no guarantee your brand will be a huge hit, you still have to pull the correct emotional levels,” James Forr asserted. However, having “one or more of these elements suggests that the odds of success for your campaign will go up significantly”:

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MISFITS: How Creativity in Advertising Sparks Brand Growth
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MISFITS: How Creativity in Advertising Sparks Brand Growth

The advertising industry needs more support in its efforts to harness creativity. Pointing to a Cannes-Lions State of Creativity report statistic—just 20% of brand leaders feel confident they can convince CFOs to invest in high-quality creative work—Adam Sheridan of Ipsos believes his research can help agencies and brand managers overcome barriers to adopting and promoting quality creative. He offered insights from his upcoming book, MISFITS: How Creativity in Advertising Sparks Brand Growth.

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P&G’s Pritchard: Time to Cut the Crap — and the Pressure on Agencies – via AdAge

  • Posted: October 28, 2016

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.

http://adage.com/article/special-report-ana-annual-meeting-2016/p-g-s-pritchard-time-cut-crap-agency-pressure/306370/

Taking Charge in the Wild West Era of High Impact Advertising via Advertising Week (source: Rob Garber, Managing Director, Undertone EMEA)

  • Posted: October 11, 2016

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:

  • Engage with viewers, across multiple screens;
  • Be delivered on certified inventory to ensure they do not break websites;
  • Have a light file size to ensure they do not interfere with a webpage’s loading time;
  • Include a high level of universal frequency capping;
  • Have real time performance analytics to inform the optimization of the campaign

Access full report from Advertising Week

“The Neuroscience Behind Creating Better Creative”- CBS/CBS Vision, Nielsen Catalina Solutions, Nielsen Consumer Neuroscience

  • Posted: May 18, 2016

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?

Review the Audience Measurement program and register.

 

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