Dynamic Logic - Online Creative Best Practices 2009 Europe

8/8/2019 Dynamic Logic - Online Creative Best Practices 2009 Europe

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Millward Brown & Dynamic LogicsOnline Creative Best Practices

May 2010


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At the Forefront of Digital and Emerging Media

Helping clients to build and grow their brands in a digital world

10 years digital & media expertise

6,000+ campaigns measured across 27 digital platforms

250+ CrossMedia Research studies

300+ online creative pre-tests conducted through LinkSelect for Digital studies

300+ filters in MarketNorms, the world's largest online normative attitudinal

database

Specialty practices for mobile, gaming & social media


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What is MarketNorms?


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MarketNorms database is fueled by AdIndex studies

Worlds largest online ad effectiveness database of its kind Used for planning and benchmarking online ad campaigns

4,850+ campaigns globally from over a dozen industries

7.3+ million global survey respondents

163,000+ online creative tested

Dynamic Logics MarketNorms data can broaden insights

View a :30 demo at www.marketnorms.com

Normative Insights

FMCG
http://www.dynamiclogic.com/na/products/MarketNorms/demo.phphttp://www.dynamiclogic.com/na/products/MarketNorms/demo.php


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Brand Awareness

Measures the level of familiarity respondents have with thebrand (aided and unaided)

Message Association

Measures the extent to which respondents can match themessages and/or concepts in the creative to the brand

Brand Favourability

Measures the extent to which respondents have apositive or favourable opinion of the brand

How do you measurewhere consumers are in

the continuum?

First, consumers

need to be aware

of a brand

Then they need tounderstand the value

to them, or what the

product is used for

The consumer

forms an opinion

about the brand

Finally, the consumer

decides whether he or

she is likely to

purchase the brand

1.

2.

3.

4. Purchase Intent

Measures the likelihood of

respondents to purchase the brand

in the future

The Hierarchy of Advertising Effects

Creative Best Practices is based on a qualitative assessment of online campaigns

measured by Dynamic Logic in the past year that performed in the top/bottom 20th

percentile within their industry category in either Ad Awareness and/or Purchase Intent


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We know that online advertising works, but how can campaign

performance be optimised?

Large variation in performance between best and worst performers within norms

Worst performers actually have the ability to negatively impact brand metrics, potentially due topoor targeting and creative quality

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Aided Brand Awareness Online Ad Awareness Message Association Brand Favourability Purchase Intent

Top Performers Average Bottom Performers

-3.6 -4.1

Best performers defined as the average of the top 20% of

campaigns per metric and Worst Performers defined as the

bottom 20% of campaigns

Source: Dynamic Logics MarketNorms, Last 3 Years, Q1/2009, N=2,390; n=3,806,527


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Online Insights: Things to Think About

to Achieve the Greatest Brand Impact


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1. Brand impact is only as strong as your brand presence show

brand prominently on all frames of the creative

>What stopping power would the first frame generate?

>What reason would a user have to stop and watch the ad

intrigue is not always a good option with online campaigns


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Consistent branding presence will aid in greater impact on

awareness metrics

Source: Dynamic Logics MarketNorms, Last 3 Years, Q1/2009, N=2390, n=3,806,527


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How does the 100% branding principle apply to certain

industries?

We know creatives that show the tested brand prominently on

all frames of the ad typically outperform those that reveal the

branding info

However, the normative data also reveals that certain product

categories also have industry specific principles related to

branding presence


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FMCG Ensure that the parent brand logo does notovershadow the new product/extension

> Within FMCG campaigns, a common goal is to promote a new product or brand extension

> Bottom performing FMCG ads often featured the parent brand name more prominently, thus

overshadowing the new product/extension. None of the top FMCG performers on adawareness used this branding format, while one quarter of bottom performers did.

i f h hi l


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Automotive Ensure a strong presence of the vehicle nameand its association to the parent brand

> Within Automotive campaigns, a common goal is to build awareness of a new or redesigned model

> A clear distinction between best and worst performers on awareness is how connected/disconnected the

parent brand is from the new/redesigned vehicle name

> In the example, the tested vehicle name (auto brand X) only appeared within the logo and in the final

frame; the parent brand logo is ubiquitous and overshadows the specific model

Wh b di i b h b d h


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When co-branding creatives, ensure both brands have an

equally commanding presence

> Co-branded ads, particularly within the auto industry, typically

underperform on awareness and persuasion

> Co-branding can make it difficult for the advertisement to be more

aligned with the brand

When utilising more than one brand, ensure each brand and its

association to the other are clear and does not overshadow one

another


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2. Each frame of an ad should stand on its own

Each frame should:

> Produce brand

awareness

> Communicate

message/benefits/differentiation

> Communicate brand

like-ability/reason to

purchase or call to

action, depending on

your advertising goal


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3. Be mindful when using reveal ads

> Reveal ads are almost

always ineffective; this

finding is seen across allindustries as a key

component that

differentiates best and

worst campaign

performers

> Why should a user

continue to watch thisad after the first couple

of frames?

> At this stage they have

no idea who/ what the

ad is for

> FMCG1 out of the 20 top performers on ad awareness used reveal format, while 17 out of the 20

bottom performers used reveal format

> Auto 6 out of the 20 top performers on ad awareness used reveal format, while 13 out of the 20

bottom performers used reveal format

R l d l t l i ff ti h


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Reveal ads are almost always ineffective: however,

there are exceptions to the rule

There are a few exceptions to the reveal

format rule:

> Video ads are much more likely to

succeed in being noticed, but are still

risky in terms of building brand

awareness and favourability*

> Ads with high entertainment or comedic

value can be effective, if appropriate

* Many of the top performing campaigns

that we have measured included online

video ads, which happened to be

repurposed TV spots that were adapted for

online, and also implemented a variety ofvideo formats, including pre-roll, in-banner

and interstitial ads. Companion units were

placed near the video, allowing viewers to

interact with the ads and maintaining

constant brand presence while the videos

were playing.

Source: Dynamic Logics MarketNorms, Last 3 Years, Q1/2009, N=2390, n=3,806,527; Video (last 3 Years) N=255,n=311,755; Rich Media (Last 3 Years) N=1955, n=2,782,038 ; Flash (Last 3 Yea rs) N=1166, n=1,564,019


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Keep the messaging very simple: Clutter

> Within Financial Services campaigns, ads

that were cluttered with heavy copy/text

typically underperform on adawareness/memorability


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Interactive ads can be effective when used appropriately

> Use expandable/interactive ads to allow the

viewer to drill-down and learn more

> Ads with an interactive element can be great,

but dont rely on people interacting in order to

get the message and product

> Interactive ads are very effective at risingAd Awareness, yet, less than 2.11%* of

people interact with an ad in the live

environment, so the advertiser should

ensure that people who choose not to

interact will still take out the message

*Source: DoubleClick DART for U.S. Advertisers, JanuaryJuly 2008


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6. If goal is persuasion, be careful not to annoy the site visitor

> Avoid highly obtrusive ad

formats (example shown)

> Be considerate of the site

visitors mindset and the site

content; intrusive formats may

work within certain site

categories (i.e. online videomarketing for theatrical

releases on entertainment sites)

but appear annoying on others

(i.e., news/info sites)

> Also ensure that the media is

well-targeted and shown to

relevant audiences, this is

particularly important for low

household penetration

industries (refer to next slide)


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However ensure the brand name does not only appear in


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However, ensure the brand name does not only appear in

product shot, particularly for FMCG campaigns

> Most of bottom performing campaigns within FMCG featured the brand name/logo

only within the product shot

> Opportunity to see the advertised brand name may be lost or obscured when only

featured within the product shot


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8. Integrate online creative concepts with offline

> Utilise creative elements that are consistent with offline ads in order to reap the

benefits (i.e. frequency) of synergistic media

Magazine Insertion TV Spots Online


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9. Avoid border ads

Try to avoid border ads ad sizes that frame the content of a webpage

> They train site visitors to focus on the center of the page and tune out ads, whereas, some ad

placements embedded within the content are therefore, more noticeable

> Rectangle ad sizes do not frame content and are therefore, more noticeable

10 FMCG Inclusion of coupons/free trial offers did not


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10. FMCG Inclusion of coupons/free trial offers did notdifferentiate performance on Purchase Intent

> FMCG campaigns that utilised a charity/donation message scored

well on ad awareness/persuasion


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Top 10 Creative Best Practices Principles

1. Show brand prominently on all frames of the ad

Within the FMCG industry:

Ensure that the parent brand logo does not overshadow the new product/extension

Within the Automotive industry:

The parent brand logo does not compete with attention or overshadows the new vehicle name

Co-branded auto ads underperform on ad awareness and intent; Co-branding can make it difficult

for the advertisement to be more aligned with the brand; when utilising co-branded sponsorships

ensure that each brand has its own moment of clarity and one does not overshadow the other

2. Each frame of ad should be able to stand on its own

3. Reveal ads are almost always ineffective; this is seen across all industries as a key component that

differentiates best and worst campaign performers In reviewing thousands of online creative, reveal ads have consistently worked poorly across industries

There are a few exceptions:

Video ads are much more likely to succeed in this but still risky

Ads with high entertainment or comedic value can be effective

i i i i l


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4. Keep the messaging very simple

Within Financial Services campaigns, ads that were cluttered with heavy copy/text tend to underperform

on ad awareness/memorability

5. Dont make people work for the message

Across industries, reveal format of the key messaging led to poor performance

6. If your goal is persuasion rather than awareness, be careful not to annoy the site visitor

7. Both top and bottom performing campaigns included a product shot and human form in the ad

Human presence appears to be a key factor of success in Financial Service campaigns, where copy is

typically used more often

Relevant human imagery can be particularly important for targeted industries (baby care, pet)

Also ensure that branding does not only appear within the product shot, this is particularly important for

the FMCG industry


10 C i i i i l


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8. Integrate online creative concepts with offline

Use creative elements that are consistent with offline ads

9. Try to avoid border ads ad sizes that frame the content of a webpage

- They train site visitors to focus on the center of the page and tune out ads

- Rectangle ad sizes do not frame content and are therefore, more noticeable

10. Coupons/free trial offers did not differentiate performance on awareness/persuasion for FMCG campaigns

FMCG campaigns that utilised a charity/donation message scored well on both awareness and

persuasion



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Further Insight into YourIndustry's Online Branding Performance

MarketNorms data shows that online advertising works, regardless of industry. Its no longer asurprise that online is an effective ad medium the next step for marketers is discovering whatworks best in terms ofWeb site choices, ad formats, targeting, exposure frequency and more.

Dynamic Logics Industry Normative Reports are developed to provide a summary of what iscurrently known about the specific industry's online advertising effectiveness and determine whichof these elements tend to work best within the online environment.

To learn more about a specific industry or to see one of our free Industry Normative Reports,contact your Dynamic Logic client team or email [email protected].

FMCG

d if f i i
mailto:[email protected]:[email protected]:[email protected]


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Pre-Test to Identify Your Best Performing Creative Assets

Dynamic Logic has found pre-testing can be a predictive tool to help clients and advertisers understand which

creative executions will perform in a live, in-market test. We have validated our Link copy-testing metrics to

AdIndex in-market metrics and there are correlations! To learn more, please contact [email protected].

2009: When it comes to creative work, we like to get smart before we get creative.The work is more successful when its informed by more than gut instinct. Instinct and

experience enable us to make the creative work memorable. But real information and

insightwhich comes from asking the right people the right questions in the right context

makes the work correct. Great creative is based in truth, which is what were all about.

- Jay Leveton (CEO, Proof Integrated Communications, part of Burson-Marsteller)

LinkSelect for Digital

Compare digital ads against one another and select the most

effective creative out of a chosen set.

Link for Digital

Provides in-depth understanding of performance and potential

areas for improvement for one digital display or video creative.

Display

Video

Audio

1963: "The most important word inthe vocabulary of advertising is TEST. Ifyou pretest your product with consumers,

and pretest your advertising, you will do

well in the marketplace.

- David Ogilvy

As the media landscape changes, the importance of copy-testing remains steady
mailto:[email protected]:[email protected]


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Dynamic Logics

Online Creative Best Practices

Thank you!

Contact: Christina Goodman

+44 (0) 20 7126 5259 or cgoodman@dynamiclogic com
mailto:[email protected]:[email protected]

Dynamic Logic - Online Creative Best Practices 2009 Europe

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