1. GET YOUR
ADVERTISING RIGHT
and your brand grows

2. Challenge for advertisers: maximize advertising ROI,
drive sales and build brand equity.
It costs the same to launch an
effective campaign as an
ineffective one.
The challenge for advertisers and
for advertisers to maximize
brand ROI in limited to
advertisingowners is timemaximize
with limited ROI
advertisingbudget. in limited time
with limited budget.

3. World class work
starts with great
creative idea
To get from
good to great,
start early in
the process

4. Communications have three broad stages of
development

5. Our solutions and the creative development process
MESSAGE
IDEA
EXECUTION

6. Link was developed from observing advertising effects
Link measures
developed to
predict the effects
seen in tracking
ADVERTISING
AIRED
Captured effects
via tracking
Link validated
against sales and
refined

7. Millward Brown have now conducted
over 100,000 Link™ Tests
No of tests
Link for TV
100,011
Link for Kids
1460
Link for Print
4252
Link for Outdoor
394
Link for Radio
348
Link360
488
Link for Storyboard
729
IDeA Assessment
16
TOTAL Link
*as of May 2013
107,698

8. Number of Adult Link ™ for TV Tests
Conducted in Middle East and North Africa
No of tests
MENA – TOTAL
Saudi Arabia
Egypt
Levant
United Arab Emirates
Morocco
Iran
Tunisia
*as of May 2013
1672
993
365
160
70
68
8
8

9. Principles of Successful
Advertising

10. Neuroscience has helped us understand how we
notice and remember ads
Advertising has to compete
with everything else in the
environment to get into the
‘mental workspace’

11. There are several opportunities for advertising to work
When people…
…see the ad
…are deciding
what to check out
…are experiencing the
product
Immediate Challenge
Interest Status
Enhancement
• The key to the advertising is
its immediate relevance, not
just its creative content
• Conscious decision to act
• The key to the advertising is
to establish interesting
associations about brand
• Triggers curiosity at a later
date
• The key to the advertising is
to establish interesting
associations about brand
• Advertising memories affect
brand experience

12. Thought starters for engagement
Strong engagement comes from ads with at least one of:
PERSONAL
RELEVANCE
EMOTIONAL
RESONANCE
DISTINCTIVENESS

13. But does an entire ad engage?
30 Second
TV Ad
Recall
5% of ad
creates
45% of recall

14. It is critical that these engaging “moments” be linked
to the brand and the message...
Linked to the
MESSAGE
Linked to the
BRAND
Engaging Moments

15. Branding is challenging
Our tracking research indicates that only one-third of target viewers who
are aware of an execution can link it to the brand…
32
% Brand
Correct
Identification
… the remaining two-thirds either don't know what the ad was promoting,
or misattribute it to a competitor.

16. Learning says that brand linkage is not related to the
time at which the brand appears in an ad
No correlation between top box branding score and the first appearance of the brand in commercial
A: You couldn’t help but remember the commercial was for (brand)
Top box branding score (%)
%
50
0
0
10
20
Length of time before first appearance of brand (seconds)
30
40

17. And there is also no relationship between how often the brand
appears in the ad and the resulting brand linkage
A: You couldn’t help but remember the commercial was for brand
80
60
40
20
10
0
No
Continuously
During Certain
Parts Only
Frequency of Brand Appearance
At End Only

18. The quality of brand integration
Ads can integrate a brand in different ways:
1. Presence of
brand at key
points of
interest
Soft
2. Active role
for brand
within story
3. Use of overt
brand cues
in story
link with brand
4. Use of brand
itself as the story
Hard

19. Brand cues established through consistent use, over
time and across multiple ads helps branding
Distinct styles
or visuals
Ferrero Rocher,
iPhone,
Airlines or Telecom
Music
or sound
Slogans
or Taglines
Brand in Saudi (1)
‫ﺑﺻﺣﺔ ﻭ ﻋﺎﻓﻳﺔ‬
Afia
Brand in Saudi (2)
‫ﺗﻧﻣﻭ ﻣﻌﻪ ﺍﻷﺟﻳﺎﻝ‬
Nido
Brand icons or
spokespeople,
including
celebrities
Yasser Qahtani,
Cristiano Ronaldo,
Messi

20. Our experience shows, ads that communicate well are able to
express the key idea single mindedly and effectively
Generally, having fewer messages will aid communication delivery
Ads trying to convey...
1
message
2 messages
3 messages
42
20
15
19
7
8
% registering each message
Message 1
Message 2
Message 3

21. Getting the message across does not mean we have to
always 'tell' consumers
83
%
Of all information
people receive is
visual
Millward Brown BrandSense 2003

22. Lack of understanding the storyline can detract from
overall ad performance

Persuasion


Branding
UNDERSTANDING
Involvement
in the ad


Communication
of messages

Enjoyment

23. What makes a message motivating?
New News
Is it a new angle on the
brand, or new for the
market? (And is this the
right thing to do anyway?)
Relevant
Tapping into a consumer
need/want
Differentiated
Are you leading the way or
just following other
brands?
Credible
Not necessarily about
deception -reflects the ‘fit’
with the brand

24. Persuasiveness is about having a compelling message
about the brand
% of ads tested that are above average on
persuasiveness
Number of criteria ad satisfies
0
9
1
12
2
33
53
84
New,
relevant,
credible
& different
3
4

25. For optimum
effectiveness
MAKE IT
MEMORABLE,
MAKE A ROLE
FOR THE BRAND
25

26. Say what needs to be said
ONE MESSAGE
IS BEST
FOCUS
26
DELIVER

27. Persuasion comes
from
DIFFERENTIATING,
RELEVANT,
CREDIBLE
NEWS
27

28. Which ads work well in
Saudi Arabia?
EXPLORING ADVERTISING THEMES USING
IDEABLOG

29. MENA Consumers Relationship With Ads
• Consumers in the region currently look upon advertising primarily as
being informative:
- About the product/ product demo
- Spontaneous focus is usually on the functional benefits of the product they can identify
• However, the market is moving to ads playing in the emotional space
- Encouraging identification with a lifestyle or image that the brand owns
• In such a scenario, the differentiator across ads therefore becomes the
entertainment value offered by the ads through different elements.
• And ads which offer these aspects appear to engage consumers more
than purely imagery ads.
29

30. What drives Persuasion in KSA
Global
KSA
Brand Appeal
0.75
0.78
Relevance
0.65
0.46
New news
0.59
0.16
Credibility
0.53
0.68
Brand Difference
0.58
0.73
Enjoyment
0.43
0.56
Understanding
0.40
0.52
Branding
0.34
0.71
A bigger role for emotional story
line, easy to understand story and
role of brand for driving
persuasion in KSA
High correlation with Persuasion
Avg/Low correlation with Persuasion

31. Ideablog® at play…
• Discussion and
conversational
platform
• Accessible via their
mobile: Idea blog
Mobile App
31

32. A New Interaction Style With Consumers
- A New Perspective to Ad Evaluation
BREAKING SOCIAL CODES
EVOLVED DECONSTRUCTION
OF ADVERTISING
Safe Environment
Processing of Ads
• Freedom of expression
• No cultural barriers
• Personalised conversational style
32
• We enter their spirit, we play by
their rules, we co-create.
• Focus given to entertainment factor
and engagement.

33. Having looked at the top ads in Saudi, we explored 4
executional themes…
Humour
Music
33
Celebrity
Slice Of Life

34. Humour

35. The type of humour Saudis enjoy…
• Ad relevancy results form humor based
around a specific cultural nuance,
using dialect specific humor, and
country specific situations
Saudi Community: Sharing
Self Deprecating vidoes on
Saudi made by Saudi
Omar Hussein in 3al6ayer
(As it goes)- A satirical
Saudi program on
internet
1,141,974 viewes, 182,548
followes and 14, subcribers
• There is an evident attraction to a more
satirical, self-deprecating humor, and
use of play of words.
380,000 Twitter followers.
Every video has
approximately 400,000 views
35
• Challenging conformity in humor is
happening the region.
• Humor is perceived as a way that help
people cope with harsh reality and
therefore needs to ultimately trigger
positive emotions.

36. Some examples they have shared with us…
Snickers Ad
click here to view ad
•
•
•
Relevant situation
Smart analogy, play
of words
Positive impact on
protagonists
MTV Arabia Ad
click here to view ad
Funny, Relevant, SelfDeprecation of Saudi
youth behavior
Mobily Ad
click here to view ad
Funny yet the
protagonist is not in a
flattering situation

37. Celebrity

38. Expectations from Celebrities
Local
Celebrity
Brand values need to
fit with the Celebrity
reputation are likely
to drive persuasion
and credibility
38
Fit with
Brand
Local celebrities
resonate more and
drive engagement
Accessibility
Presence in social
media, taking part in
socially responsible
activities

39. Locally acclaimed Celebrities generate a stronger emotional
connection
Yasser Al Qahtani
 Saudi
 Respected in football world
 Credible in the ad (Gillette)
Tuba Buyukustun
 Turkish actress
 Pantene commercials
Cristiano Ronaldo
 Respected football player
- He is everywhere (“no credibility in that” – KFC ad)
39
Hend Sabry
 Tunisian actress
 Followed in TV series
- Not relevant to brand (“her hair is different
than ours”)

40. Music

41. Music is About Modern Pop Arabic Music
• In the region, the new trend is Fusion.
Mixing Arabic tunes with more Western
types of music.
We love Arabic beats,
modern ones! It attracts the
attention to the ad and
makes it more pleasant to
watch
• Music should be selected keeping in
mind tastes of the two audiences.
• National popular music should be
considered. Saudis accept more
regional tunes
Qusai Kheder
Arab Pop style is what we
love! Beats that we love
and words that we can
relate to!

42. Slice Of Life

43. Slice of Life Directly Impacts Engagement
Helps the Brand build Engagement through relevance of the story
Relevance
• Culturally and socially
rooted situations
• Creates identification
and increase sense of
national pride
Brand Fit
• The brand needs to fit to
the situation depicted
• Brand has to play an
active role
Motivations
• A more simple, matter of
fact style of acting.
• Positive emotions are key
drivers, situations
showcasing negative
emotions do not work well
ENGAGEMENT
43

44. Engagement is more about the story
and not just the message
Evolve with Your
consumer
Give your brand a
face which they
identify to
Give your brand a
local feel
44

45. Link – the way to great ads

46. Outline of how the interview works in a typical Link
Recruit target audience
Respondents are recruited online – 150
respondents
Warm up
A Link survey averages
Asked warm-up questions
about advertising
Exposed to Test Ad twice
Facial responses recorded via webcam
while watching the test ad
in length
Full interview
Self-completed questionnaire
Overall timelines: 2 – 3 weeks (from ad to report)

47. LinkExpress™
fast
for
decision making on
television
commercials
47

48. LinkExpress™ covers the same 3 areas we know that
drive successful advertising
ENGAGEMENT
BRAND
ASSOCIATIONS
Does the ad connect with
people? And does the brand
have a role in the connection?
Does the ad affect brand
associations in the right
way?
BRAND
PREDISPOSITION
Does the ad make the
brand more desirable at
key decision moments?

49. LinkExpress™ speed is driven in part by mobile technology
and ease of use
In Middle East & Africa, we are
proud to be leading the world in
implementing faster ways to test
creatives via mobile technology.
- Recruit
- Watch
- Answer

50. LinkExpress™ – Using Panel
Panel
Respondents complete
survey
We receive the responses all in real time
CS logs onto portal to view
responses…
50
Respondent routed back to
Panel for quality checks and
incentive
GLOBAL DASHBOARD
3 – 5 days field time

51. Results delivered via intuitive, clear INTERACTIVE
DASHBOARD

52. Results delivered via intuitive, clear INTERACTIVE
DASHBOARD

53. LinkExpress™
Pilot in Saudi

54. LinkExpress™ pilot in Saudi
What we tested…

55. LinkExpress™ – Quality Control
STC Ad LinkExpress
Geographical spread
55

56. LinkExpress™ pilot in Saudi – Few Findings

57. LinkExpress™ pilot in Saudi – Few Findings

58. LinkExpress™ pilot in Saudi – Few Findings

59. LinkExpress™ pilot in Saudi – Few Findings

60. LinkExpress™ pilot in Saudi – Few Findings

61. Strong advertising is built on key principles
LOGO
Pre-testing can help improve creative ROI
VALIDATED
61
EVALUATIVE
DIAGNOSTIC
PREDICTIVE
FAST

62. Link helps raise the advertising game
62

63. Any Questions?
Or for more information please contact:
Piotr Chodakowski
piotr.chodakowski@millwardbrown.com