12. Environment has always carried huge weight in
planning a campaign across established media…
the Halo Effect
Background
#FTHalo
13. Observable Halo Effect of Quality
Ad Placement on brand
perceptions creating more…
Sources:
Previous FT Halo Study
BBC Advertising Dress Test
IAB VW campaign test
OPA emotional link test
Awareness
Expensive
Trust
High Quality
Higher advocacy and WO
Purchase intent
Closing the sale
#FTHalo
16. We set out to prove...
Not all content
providers are equal
Consumers have strong views on attributes
associated with specific content providers
A ‘rub off’ effect
exists
Perception of the content provider will effect
the consumer’s perception of the brand which
is advertised
You can’t fit a
square peg in a
round hole
Consumers have opinions on where brands
should appear
Right environment =
implicit added value
to a brand
Not just a natural association, but even the
system 1 part of the brain reinforces this
#FTHalo
18. Test Questions
Quantitative online survey
Global independent sample (1,008)
(40% UK, 30% US, 20% Europe, 10% APAC)
High income, full time working
respondents
Respondents aware of at least 1 out of 10
selected content providers
Method
Content Provider Assessment
Product Attribute Evaluation
Brand Matching
Implicit Test
#FTHalo
19. 10 digital content providers, 6 brands
Media and brands
Established Content
Providers
Emerging Content Providers
Brands
#FTHalo
20.
21. Dimension 1: Media Attributes
Which media sites deliver on which attributes?
#FTHalo
22. Attributes Associated with Different Media
Much higher and stronger
perception of established
content providers across
key attributes versus
emerging content providers
high quality
trustworthy
business advantage
prestigious
leader
essential reading
thought provoking
innovative
unique
boring
light-hearted
untrustworthy
0%
10%
20%
30%
40%
50% Established
Emerging
To follow are a number of attributes about the different websites. For each attribute, please tell me which website(s) you would associate with it.
Media Attributes
#FTHalo
23. Dimension 2: Product Attributes
What is important when buying a new product or service?
#FTHalo
24. Product Attributes
So, which is important when considering to purchase each of these products or services?
Which are the most important attributes?
Leader
Contemporary
Successful
Innovative
Traditional
Prestigious
Trust
High quality
Contemporary
Prestigious
Innovative
Traditional
Leader
High quality
Successful
Trust
Prestigious
Traditional
Contemporary
Innovative
Leader
Successful
High quality
Trust
Traditional
Prestigious
Contemporary
Leader
Successful
Trust
Innovative
High quality
Traditional
Leader
Contemporary
Prestigious
Successful
Innovative
Trust
High quality
Prestigious
Traditional
Contemporary
Innovative
Leader
Successful
High quality
Trust
Most
important
Least
important
Watch
Banking
Services
Flights/
Airline
Technology
Services
Car B2B services
#FTHalo
25. Product Attributes
So, which is important when considering to purchase each of these products or services?
High quality and trust are the most important attributes
Leader
Contemporary
Successful
Innovative
Traditional
Prestigious
Trust
High quality
Contemporary
Prestigious
Innovative
Traditional
Leader
High quality
Successful
Trust
Prestigious
Traditional
Contemporary
Innovative
Leader
Successful
High quality
Trust
Traditional
Prestigious
Contemporary
Leader
Successful
Trust
Innovative
High quality
Traditional
Leader
Contemporary
Prestigious
Successful
Innovative
Trust
High quality
Prestigious
Traditional
Contemporary
Innovative
Leader
Successful
High quality
Trust
Most
important
Least
important
Watch
Banking
Services
Flights/
Airline
Technology
Services
Car B2B services
#FTHalo
26. Dimension 3: Brand Match
Which adverts would you place in which media site?
#FTHalo
27. Six brands shown in rotation and respondents asked to match which
of the nine websites most suitable to advertise in
So, for the brand X, which website(s) do you think would be the most suitable for this brand?
Based on respondents who are aware of websites
Brand Match
#FTHalo
29. Dimension 4: So What?
What is the effect on perception of the brand when it appears in
different sites?
#FTHalo
30. Implicit Test
Implicit Test:
What effect does the media brand have on perceptions of the advertiser?
Innovative
Successful
Trustworthy
Prestigious
Leader
Traditional
Contemporary
High quality
+ = (?)
#FTHalo
33. ADDED VALUE OF
IMPLICIT MEASUREMENT
NICHE
POTENTIAL
Low agreement, but fast
reaction time
Brands here have a small, loyal
following
The best place to be
High agreement, quick reaction
time. These are natural and
spontaneous associations.
High agreement, but slow reaction
time.
These are potential associations
which can become natural if the
given brand enhances the
communication.
% of respondents
Reactiontime(faster)
LIMITS
Low agreement, slow reaction time.
These items are not linked with
brand.
Implicit testing to
highlight areas that
perform well in consumers
“system 1” thinking.
Fast, frequent, automatic
thinking
NATURAL
34. Which of the following would you associate with “honest”
Three second test for each individual. Three seconds to hit the space bar
• David Cameron
• The Queen
• Ed Milliband
• Simon Cowell
• Ant and Dec
• David Attenborough
Implicit Test@MCDONALDSIMON
35. Which of these people do think are “honest”
Occurrence
76%
64%
59%
28%
25%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
David Attenborough
The Queen
Ant and Dec
Simon Cowell
David Cameron
Ed Milliband
All respondents
Which of these people do you think are honest? 3 seconds to hit the space bar for each
Implicit Test@MCDONALDSIMON
36. David Attenborough
The Queen
Ant & Dec
David Cameron
Ed Milliband
Simon Cowell
900
950
1000
1050
1100
1150
1200
20% 30% 40% 50% 60% 70% 80%
Implicit measurement
% of respondents
Reactiontime(faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
People associated with HONEST
45. 5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products
and services #fthalo
46. 5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products
and services #fthalo
Consumers 80% more likely to associate quality and trust with established
online media brands compared with emerging media #fthalo
47. 5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products
and services #fthalo
Consumers 80% more likely to associate quality and trust with established
online media brands compared with emerging media #fthalo
Consumer as media planner places 50% more ads in established websites v
emerging #fthalo
48. 5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products
and services #fthalo
Consumers 80% more likely to associate quality and trust with established
online media brands compared with emerging media #fthalo
Consumer as media planner places 50% more ads in established websites v
emerging #fthalo
Ad placement in established trusted media sites has positive
implicit impact on consumer perception of brands advertised #fthalo
49. 5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products
and services #fthalo
Consumers 80% more likely to associate quality and trust with established
online media brands compared with emerging media #fthalo
Consumer as media planner places 50% more ads in established websites v
emerging #fthalo
Ad placement in established trusted media sites has positive
implicit impact on consumer perception of brands advertised #fthalo
Ad environment, context and placement online
is as important for brands as ever #fthalo