If you’re an advertiser, then it’s probably time to re-think your approach to advertising development and research. Combining the latest thinking with their own extensive research into emotion, Vision One has created AdProbe - an innovative new tool for creative agencies and advertisers to create highly effective advertising.

1. Advertising research for
maximum advertising effectiveness
An introduction to AdProbe and the
five pillars of advertising success
Copyright Vision One Research - February 2013

2. Agenda
Why pre-testing is important
Introducing AdProbe
The 5 pillars for successful advertising
Copyright Vision One Research - February 2013

3. Introducing AdProbe
• AdProbe is a innovative advertising research approach developed from
the accumulation of 15 years advertising research
– Built on the 5 pillars of advertising effectiveness, it includes over 50
new and exciting metrics to assess the impact & success of advertising
“AdProbe is unique as it focuses on optimising advertising effectiveness (and
sales) rather than simply replaying how consumers react to it”
• Vision One’s new and multi-faceted approach is supported by validation
from independent psychologists, research and advertising practitioners
• AdProbe can be used from the early creative development through to pretesting and as part of Brand/Ad tracking programmes
Copyright Vision One Research - February 2013

4. Why is research important?
• Clients cannot afford to back losers
– Successful advertising can help companies make a huge difference in their business. The
role of research and Ad Pre-testing is to help advertisers identify successful advertising
so that they maximise their ad spend and ultimately improve sales and profits
• Minimise the risk of damaging your brand
– The purpose of most advertising is to create sales, but good advertising does more than
just raise sales, it alerts consumers to the brand and imparts meaning/value to it
• Understand, in detail, how your ad is (or is not) working
– Smart questioning techniques can get to the heart of consumers’ reactions. Only with a
deep understanding of how the ad is working is it possible to make improvements
Copyright Vision One Research - February 2013

5. Five pillars for advertising success
 Emotion
 Stickiness
 Brand Fame
 Buzz
 Impact & Action
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6. Emotion
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7. 90% of what we think is subconscious
Conscious Mind
• 90% of our thinking and decision-making is
subconscious (System 1) and below the surface
of our conscious minds
• Essential to understand the emotions to access
the subconscious mind:
System 1
System 2
Fast
Easy
Slow
Logical
Rule based
Subconscious Mind
Emotional
90%
Effortless
Automatic
Instinctual
Copyright Vision One Research - February 2013
Rational
Tiring
Cognitive
Considered

8. The Seven triggers of Emotion
Following research into the role of
emotion within advertising, Seven
triggers of E-motion were identified
and developed
Most TV advertising tends to have both
a primary and secondary emotional
trigger. Typically there is at least one
weak trigger – it’s virtually impossible
for adverts to be strong on all 7
triggers
Vision One use these 7 triggers to
create an Emotional index (E-index)
for each advert
Copyright Vision One Research - February 2013

9. The Seven triggers of Emotion
Creating emotional advertising doesn’t
necessarily mean tear-jerking or
melodramatic, more importantly it’s
about making people Care
Fascination is the catalyst to achieving
an emotional response and vital
ingredient to successful advertising
“Fascination is an intense emotional focus. When
people are fascinated by you or your message,
they’re more likely to trust, believe, and respect you”
(Sally Hogshead)
We have found that this E-index highly
and positively correlated with
purchasing intentions and award
winning advertising
Copyright Vision One Research - February 2013

10. Facial Expression Analysis
To supplement our measurement
of emotion, for second by second
analysis of how people are
emotionally responding to the
advertising we use Affectiva’s
ground breaking facial expression
analysis software
This allows us to understand how
people react on key measures
throughout the duration of the
advert. Key metrics include:
Attention, Concentration,
Expressiveness, Like and Dislike
Copyright Vision One Research - February 2013

11. Facial Expression Analysis
Emotions are transient - asking people
how they feel about an advert is difficult
(especially if their responses and
emotions are subconscious)

The e-Test monitors their emotional
state second by second for a
thorough assessment

Metrics include: Attention, Smile,
Valence, Confusion/Dislike, Surprise
Copyright Vision One Research - February 2013

12. Stickiness
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13. Secrets to being STICKY
• Sticky advertising is inextricably linked with involvement and relevance.
The more involving an advert is - the stickier it becomes
• There are many ways to achieve memorable and sticky advertising. Here
are a couple of examples:
– People love stories!
Stories are a great way to evoke emotion and provide a short-cut to communication
through the use of visual metaphors. John Lewis’ Christmas advertising has successfully
used story telling to create involving and successful campaigns that have been awarded
by the industry
– Creativity and the 7 Triggers of Emotion
Engaging consumers with emotion is essential to generating involvement with the
advertising. In particular, Creativity is a key part of this process – as it forces consumers
to re-evaluate their own thinking and perceptions. It should come as little surprise that
creatively awarded advertising is significantly more effective than ads which are not
Copyright Vision One Research - February 2013

14. Secrets to being STICKY
We have found that the more hooks there are in
an advert the stronger it will be;
 Memorable ideas are usually expressed in
sensory language and are often easy to
visualise or feel
 Sticky ideas are often simple and easy to
explain
 If an advert is rated as memorable, the sticky
index of an advert will increase, thus having
an impact on other pillars such as Buzz and
Impact & Action
Copyright Vision One Research - February 2013

15. Branding
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16. Secrets to successful Branding
• A strong brand linkage with the advertising execution is one of the five
pillars of effective advertising
• If people don’t remember the brand that is being advertised, then this will
inevitably reduce overall advertising effectiveness and media efficiency
– Although not readily obvious to those outside advertising, but many TV
campaigns tend to have a generic and positive effect on the entire category
(not just the advertised brand). Ultimately this can mean competitor sales are
also receiving a boost from the advertising
Reducing this brand leakage and maximising the impact
for the advertised brand is essential
Copyright Vision One Research - February 2013

17. Measuring the effects of Branding
Traditional market research
approaches to measuring branding
often involve asking respondents the
name of the brand being advertised
shortly after seeing it. This is a
somewhat naïve approach as it
simply a memory test (i.e. whether
they can remember an advert they
had seen 30 seconds ago)
AdProbe uses a new and innovative
approach to branding – by exploring
what respondents are taking away
from the Advertising and how well
the brand is integrated into this
Copyright Vision One Research - February 2013

18. BUZZ...
Copyright Vision One Research - February 2013

19. The Importance of Buzz
• Research has shown that rational ad strategies yield the lowest return on
profits. Those that sought to create ‘Brand Fame’ or ‘Buzz’ (i.e. encourage
people to talk about the brand) outperformed strong emotional strategies
by +39%.
“The particular strength of creativity is fame. It’s about inspiration,
that particular kind of emotional response that leaves people
wanting to process the ad, share it and want to talk about it."
Source: The winning formula: TV creativity and effectiveness
•
As a result of this, Vision One has adopted new metrics to monitor and
assess the ability of an advert to create word of mouth buzz.
Ads with Buzz will have an amplified effect on viewer responses
Copyright Vision One Research - February 2013

20. Impact
and Action
Copyright Vision One Research - February 2013

21. The role of Impact and Action
• No advertiser wants their TV advertising to be seen as ‘wallpaper’ yet
many ads fall into this category. Whilst creative and communication
strategies vary, all advertising has one of three goals;
1. To encourage the consumer to think something
2. To encourage the consumer to feel something
3. To encourage the consumer to do something
• Generating one or more of these responses is a critical measure of the
success and one of the five pillars of advertising effectiveness
• AdProbe utilises an innovative new metric to determine how the
advertising is working – assessing whether it is enhancing perceptions or
even driving purchase intentions
Copyright Vision One Research - February 2013

22. Impact and Action
Norms
All Ads have some form of a call
to action
Test Ad
If all you want is for advertising
to create sales then to measure
advertising performance we
measure response and sales
42%
31%
23%
16%
10%
11%
12%
16%
16%
However, most ads are not
direct marketing strategies. Here
is an example of how, using
AdProbe, we measure
consumers’ response to an ad
Importance
Copyright Vision One Research - February 2013
Reactions to the advertisement
range in importance from Brand
Awareness to most importantly
Purchasing Intentions

23. AdProbe in summary
• AdProbe takes the latest learning and thinking to generate a more
meaningful assessment of advertising and advertising effectiveness
• AdProbe is highly diagnostic and helps to explain how and why advertising
works/fails and how to improve it. Assessments are based on multiple
metrics – the 5 Pillars of Emotion, Stickiness, Branding, Buzz and Impact
• AdProbe can be used from the early creative development stage, through
to pre-testing animatics or as part of Brand/Ad tracking programmes
• For more information please visit our website: http://www.visionone.co.uk/
Copyright Vision One Research - February 2013

24. THANK YOU!
www.visionone.co.uk
HELPING TO CREATE F<M@US ADVERTISING
Copyright Vision One Research - February 2013