IMPROVING ADVERTISING OUTCOMES FOR SKY AND NOW TV AVOIDING THE FORCED EXPOSURE DECEPTION OF TRADITIONAL ADVERTISING TESTING - SIMON MCDONALD, UK ...
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Improving advertising outcomes for Sky and NOW TV
Avoiding The Forced Exposure Deception Of
Traditional Advertising Testing
Simon McDonald, UK MD, DVJ Insights
Trevor Roberts, Head of Insight at Sky for TV Products
The state of advertising
“Advertising is actually the voice of marketing” Dave Trott
“If my advertising goes unnoticed everything else is academic” Bill Bernbach
80% of all TV spendings are wasted (Byron Sharp)
“£17 billion falling in the forest with no one around to hear
it” Dave Trott again…if an ad falls in a forest…
“Effective Ads Work on the Heart, Not on the Head…Efforts
Appealing to Emotions Are Profit-Boosters” IPA
2
The vast majority of advertising
goes to waste……
...and we don’t use the correct tests to
help our clients develop better ads
3
Why? Advertising
avoidance is the
default –
We should Use
natural exposure
to measure
effectiveness
4
Why? Emotional responses are important –
we must truly listen to consumers
5
Why? We accept mediocrity and don’t use the right
benchmarks –
We must Aim for the top 20%
Extensive analysis of database 100%
shows that best performing ads 90%
need 300 fewer GRPs to reach 80%
same level of recognition as worst 70%
performing. We always advise 60%
and help our clients to aim for the 50%
top 20% performing ads 40%
30% Below Average
20% 300 less GRP’s Average
10%
Above average
0%
100 GRP 200 GRP 300 GRP 400 GRP 500 GRP 600 GRP 700 GRP 800 GRP 900 GRP 1000 1100 1200
GRP GRP GRP
6
DVJ Principles for GROWTH in
communication testing
1 Natural exposure for advertising
effectiveness
2 Understand emotion by listening to consumers
3 Align teams and understand why
as well as what
4 Test all forms of media
5 Aim for top 20% performing ads
6 Go/no go decisions and optimisation of concepts
and communication
EXAMPLE ONE; Based upon our findings, ING bank Decided to create a
new commercial
100% 100%
90%
original 90%
revised
80% 80%
70%
+20% 70%
67%
60% 60%
50% 47% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34
17Moment-to-moment analysis to understand emotion
The moment-to-moment evaluation shows a continuous increase throughout the ad.
LOCALISED
64% (positive)
3.64 46% (unique)
73% (relevant)
•
43% (positive)
HQ
2.27 38% (unique)
•
47% (relevant)
20Improving advertising outcomes for Sky and now tv
Sky
Ireland comprehension
Sky
Entertain Sky Q
ment
optimisation
Concept acceptance
Sky
Sky Store
Sports
Pick a winner
Media spend/weight
Sky
Now TV
Living
Best ending
Sky Fibre
New brandingSKY MILESTONE Process
Sky creative
development processENGAGEMENT – NOW TV Version 1
Measuring where people stop viewing and zap away allows us to develop new metrics to understand engagement
12ENGAGEMENT
Both commercials perform well on engagement and are in the top 20% for average duration, retention and watched
completely. Both perform equally strongly – there is no winner at a top line level for engagement
Average duration Audience retained after 10 sec
NOW TV – V1 NOW TV – V1
NOW TV – V2 NOW TV – V2
Norm Norm
Watched completely
NOW TV – V1
NOW TV – V2
Norm
13Message clarity increases over time – clarity is
a key driver of success
Clarity
Index
162
Combo Hotel Hotel V1 Hotel V2
Clarity Linear (Clarity)Unaided awareness of now tv in the blind reel
increases by 45% over time
Unaided Awareness index
145
Combo Hotel Hotel V1 Hotel V2
Unaided Awareness Linear (Unaided Awareness)Moment to moment – NOW TV Version 1
Measuring interest shows peaks and troughs across the ad. Allows to create an optimized vignette and
learnings for future campaigns.
16Pre-testing creates a learning curve – case study ing
Combine results from 47 tests conducted on 14 campaigns over 18 months.
Pre-test results Identified key copy test metrics which impact on advertising recall
Classification of Identified key creative elements of ing campaigns which influence success
creative
Media plan Spend had little correlation with tracking data
Huge correlation between success of copy and
impact on brand KPI’s
Tracking data
(especially when reweighting campaign data)
17Questions?
Simon McDonald, UK MD, DVJ Insights
Trevor Roberts, Head of Insight at Sky for TV Products
18Simon McDonald, UK MD, DVJ Insights Trevor Roberts, Head of Insight at Sky for TV Products
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