Presentation at the 2011 ARF Conference in NYC with Yahoo!

2. CPG
Creative Best Practices Online
Jim Forrest
SVP, Digital Strategy
Ipsos ASI/Ipsos OTX
Sebastian Fernandez
B2B Insights
Yahoo!

3. Research Objectives 4
Background & Overview 5
Creative Techniques for Driving Breakthrough & Persuasion 10
Key Findings 39
ContentsContents

4. Research ObjectivesResearch Objectives
• What’s the best way to showcase a product?
• What product scenarios & messages are
most effective?
• What branding cues are most effective?
• Can online ads emotionally connect with
my audience?
• Do new ad technologies translate into more
effective ads?
What creative tactics are most successful in
driving breakthrough & persuasion?

5. Background & OverviewBackground & Overview
• Data source
– OTX (now part of Ipsos ASI) online ad testing system
• Experimental design methodology
– Test/control pre-tests
– N= 484 campaigns for CPG products
– CPG categories include
• Home care • Health
• Beverages • Pet products
• Personal care • Beauty/cosmetics
• Hair care products

6. Background & OverviewBackground & Overview
Design: A controlled experiment comparing the effect of one (1)
exposure to a test ad vs. a control ad
Pre-test methodology
1. Distracted Exposure
• Consumers are recruited to
participate in a research study
and following qualification, are
directed to a mirrored web page
• Within this mirrored page, there
is one display ad – the test ad
• Control respondents go through
the same process, but consumers
are exposed to a “control” ad
from a different non-competing
category
• When consumers naturally move
off the page, they are directed
back to the survey environment.
Filler questions are asked prior to
the main questionnaire
2. De-branded Re-exposure
3. Forced re-exposure
Persuasion
Measure
Recognition &
Branding
Cognitive Power™
Emotive Power™
StudyFlow

7. Measuring What MattersMeasuring What Matters
Ipsos ASI, the leading advertising pre-testing
company globally, has established what makes
for effective advertising regardless of channel
Reach
(Breakthrough)
Response
(Persuasion)
Effective
Advertising
The ad needs to get
noticed and the brand
must get credit
The ad needs to
trigger a change in
brand desire
Drives Sales
Builds Equity

8. The Key MeasuresThe Key Measures
• Measures whether an ad has been processed at
some level by consumers
• To measure breakthrough, consumers must both
recognize a debranded version of the ad AND
attribute it to the correct brand
Breakthrough (the “reach” measure)

9. The Key MeasuresThe Key Measures
• Measures a shift in consumer preference to choose
the advertised product next time they purchase in
the category
• To measure persuasion, consumers are asked which product/
brand will they buy next time. We measure an ads effect on
the specific product advertised or the overall brand preference
effect (all products/line extensions for the advertised brand)
Persuasion (the “response” measure)
Store
Brand
Other
Brand None

10. Driving Breakthrough &
Persuasion
A review of different creative tactics and elements
that help drive breakthrough and persuasion online

11. 40 Creative Tactics Were Analyzed40 Creative Tactics Were Analyzed
Product Tactics Technology Tactics
• Product Shown
• Size of the product
• Single vs. Multi product
• % of time the product is shown in the ad
• Product image location
• Rich vs. Flash
• Size expands to show more details
• Sound/Music
• Time/frames to reveal
• Mouse over effect
• Links
Product Messages/Scenario Tactics Branding Tactics
• Ad Focus
• Call to action
• New product
• Problem/solution
• Product comparison
• Type of product
information
• # of messages
• # of mentions
• Content
• Brand reveal
• Coupon
• Logo location
• Character
• Size of the logo
• Use of brand colors
• Brand’s existing equity
• Celebrity spokesperson
• # of brand mentions
• % of time the logo is
shown
• % of time the brand is
shown
• Size of the brand name
• Company spokesperson
presence

12. What’s the best way to showcase a product?
Question 1
Answer
Keep it simple, don’t let
products interfere with
your message

13. Showing Products in Advertising Helps
Drive Breakthrough…
Showing Products in Advertising Helps
Drive Breakthrough…
110110100100
Product Not Shown Product Shown
Breakthrough
+10% lift

14. To Drive Persuasion,
Focus on Single Products
To Drive Persuasion,
Focus on Single Products
167167
100100
Multiple Products Single Product
Persuasion
67% lift
Persuasion improves 67% when focusing
single vs. multiple products

15. Show the Product Throughout the AdShow the Product Throughout the Ad
350350
100100
Under 75% Greater Than 75%
Persuasion
250% lift
Persuasion improves over 250% when
showing the product throughout the ad

16. Don’t Let the Product Detract from Your
Message, Particularly with a Large Product Image
Don’t Let the Product Detract from Your
Message, Particularly with a Large Product Image
121121
100100
Large Product Image Small Product Image
Persuasion
21% lift
Larger product images can
take up too much of the frame
& detract from your message

17. How do I talk about my product?
What scenarios are most effective in
driving persuasion?
Question 2
Answer
It depends on where
your product is in
its lifecycle

18. Ads Showcasing New Products Generate
the Strongest Lifts in Persuasion
Ads Showcasing New Products Generate
the Strongest Lifts in Persuasion
152152
100100
Established Product New Product
Persuasion
52% lift

19. 133133
113113100100
While Product Comparisons Are Also
Effective, Much More So When the…
While Product Comparisons Are Also
Effective, Much More So When the…
No Comparison Comparison Explicit
Comparison
Effects of Product Comparison
on Persuasion
13% lift
33% lift

20. Problem + Solution Scenarios Are Also Effective Drawing
Consumers in, Generating Solid Lifts in Breakthrough
and Persuasion
Problem + Solution Scenarios Are Also Effective Drawing
Consumers in, Generating Solid Lifts in Breakthrough
and Persuasion
120120
100100
113113
100100
Problem + Solution Message
Effect on Breakthrough
13% lift
Other Problem +
Solution
Other Problem +
Solution
20% lift
Problem + Solution Message
Effect on PersuasionProblem
Solution

21. “Feature” Copy Works Great for New
Products, But Not for Established Ones
“Feature” Copy Works Great for New
Products, But Not for Established Ones
Base: Use n=8; Feature n=73; Claim to Fame n=12; Options n=18; Benefit n=186
* Very Low Base
23
43
103
117
124
149
0 20 40 60 80 100 120 140 160
Features (New Products)
When the ad talks about specific product details
(e.g.“with smooth ingredients”)
Claim to Fame*
When the product or brand claims being better
(e.g.“4X better xxx”)
Options*
When the ad messaging mentions different product options
(e.g. “Available in multiple flavors”)
Benefit
When product benefitsare discussed in the ad.
(e.g.“Clean you can see”)
Use
When the ad messaging is about how to use the product
(e.g. Health ads)
Features (Established Product)
When the ads talks about specific product details
(e.g. “With smoothing ingredients”)
Messaging different
product options is
preferable to
showing multiple
products in the ad
Persuasion

22. 107107100100 140140
100100
Simple Call-to-Action (CTA) Messages Are More Compelling
Than Product Coupons in Generating Lifts in Persuasion
Simple Call-to-Action (CTA) Messages Are More Compelling
Than Product Coupons in Generating Lifts in Persuasion
Coupon Effect
on Persuasion
No
Coupon
Coupon No Call
to Action
Call
to Action
Call to Action Effect
on Persuasion
40% lift
No Sig Lift

23. Answer
Branding cues with existing
equity (e.g. color, characters, etc.)
Shape
Font
Color
What branding cues are most effective?
Question 3

24. Consumer Affinity for a Brand Plays a Big
Role in an Ads Ability to Breakthrough
Consumer Affinity for a Brand Plays a Big
Role in an Ads Ability to Breakthrough
114114
105105100100
High Brand AffinityMedium Brand AffinityLow Brand Affinity
14% lift
Ad Breakthrough

25. Logos Drive Stronger Breakthrough
When Used Correctly
Logos Drive Stronger Breakthrough
When Used Correctly

26. 111111100100
102102100100
When it Comes to Logos,
Size Doesn’t Matter
When it Comes to Logos,
Size Doesn’t Matter
Logo Size Effect
on Breakthrough
No Sig Lift
Small Logo Large Logo Small Logo Large Logo
Logo Size Effect
on Persuasion
No Sig Lift

27. It’s Location, Location, LocationIt’s Location, Location, Location
The location of the logo can have a strong effect
on breakthrough
The sweet spot is in
the top center
The weakest spot is at
the bottom

28. Brand Cues, Such as Use of Brand Color,
Impact Persuasion
Brand Cues, Such as Use of Brand Color,
Impact Persuasion
Use of Brand Color Effect
on Persuasion
45% lift
145145
100100
Does Not Use of
Brand Colors
Uses
Brand Colors

29. Celebrity Spokespeople Also Drive
Stronger Persuasion
Celebrity Spokespeople Also Drive
Stronger Persuasion
163163
100100
No Celebrity Celebrity
Use of Celebrity Spokesperson
Effect on Persuasion
63% lift
Insert
Celebrity
Face

30. But Use of a Celebrity Spokespeople May Also Divert
Attention from the Brand and Negatively Impact
Breakthrough
But Use of a Celebrity Spokespeople May Also Divert
Attention from the Brand and Negatively Impact
Breakthrough
9090100100
No Celebrity Celebrity
-10% lift
Use of Celebrity Spokesperson
Effect on Breakthrough

31. Answer
Yes!
Can online ads be used to emotionally
connect with my audience?
Question 4

32. In Addition to Breakthrough & Persuasion,
All Pre-tested Advertising is Measured for…
In Addition to Breakthrough & Persuasion,
All Pre-tested Advertising is Measured for…
• Measures the strength of the consumer’s emotional
response to the ad
• To measure emotional response, consumers are asked
to answer a series of questions about the ad that have
been associated with emotional response to advertising
Emotive Power™
Heath, Brandt, & Nairn (2006). Brand Relationships:Strengthened by Emotion, Weakened by Attention.
Journal of Advertising Research.

33. Emotional Connection with Your Audience
Has the Largest Impact on Persuasion
Emotional Connection with Your Audience
Has the Largest Impact on Persuasion
181181
131131
100100
Low
Emotive Power™
Average
Emotive Power™
High
Emotive Power™
Emotive Power's
Effect On Persuasion
81% lift
31% lift
Emotive Power™

34. Four Tactics That Improve
Emotional Response
Four Tactics That Improve
Emotional Response
1. Social Conscience
(appeal to people’s desire
to do the right thing)
2. Emotive Imagery
(e.g. puppies and babies)
3. Utilize Creative Formats
(video/rich media)
4. Claim to Fame
(e.g. differentiated identity)
73
84
113
124
131
151
167
0 20 40 60 80 100 120 140 160
Social Conscience*
Emotive Imagery*
Video*
Claim to Fame*
Rich Media*
Implicit Comparison*
Humor*
Emotive Power Indexed to Average
Base sizes: Video n=14; Rich Media n=39; Humor n=8; Social Conscience n=7; Claim to fame n=7; ImplicitComparison n=8;
Puppies/Babies/Kidsn=9)
* Very Low Base

35. Answer
They can, but only when
advertisers learn to use the
new formats
Do new ad technologies translate into
more effective ads?
Question 5

36. 192192
180180
100100
As Advertisers Get More Sophisticated,
Campaigns Are Getting More Persuasive
As Advertisers Get More Sophisticated,
Campaigns Are Getting More Persuasive
166166
100100
2005/6 2007/8 2009/10
RMU Persuasiveness
Across Time
2006-7 2008-10
Display Persuasiveness
Across Time
92% lift
80% lift
66% lift

37. Technology That Increases the Story-Telling
Power Can Improve Effectiveness
Technology That Increases the Story-Telling
Power Can Improve Effectiveness
Format Driving Persuasion
29% lift
7% lift
Traditional Flash Any Rich Ad Rich Ads With Video
129129
107107100100

38. Other Features, Like Size Expands, Have a
Positive Impact on Breakthrough as Well
Other Features, Like Size Expands, Have a
Positive Impact on Breakthrough as Well
109109100100
Size Expand Impact on Breakthrough
Does not Expand Expands
9% lift

39. Key FindingsKey Findings
• Focus on 1 product,
no more
• Don’t let the size of your
product image get in the
way of you message
1. When showcasing your product, keep it simple

40. Key FindingsKey Findings
• For new products, introduce
new product features and
make those features matter
• As products mature, use
advertising to differentiate
your product, or to inform
your audience about “new”
product options
2. Different messages work at different stages
of the product lifecycle

41. Key FindingsKey Findings
• When showcasing your logo,
size isn’t as important as
location
• Consistently using brand colors
will allow equity built through
past campaigns to carryover
• Take advantage of other offline
cues, like celebrities/
spokespeople, who are highly
recognizable and can drive
more persuasion for your product
3. Take advantage of existing brand cues to help
drive breakthrough & persuasion

42. Key FindingsKey Findings
• Emotional connection is
the most persuasive
when successful
• New technology & formats
improve your ability to
emotionally connect with
consumers, but allow for
a learning curve
4. Don’t be afraid to use online to emotionally
connect with your consumers

43. Key FindingsKey Findings
• The best online ads break
the rules, but so do the
worst. Don’t be afraid
to do something different,
just test it before your
campaign starts.
These are guidelines, not a prescription

44. ReferencesReferences
• Heath, Brandt, & Nairn (2006). Brand Relationships:
Strengthened by Emotion, Weakened by Attention.
Journal of Advertising Research
• Damasio A. Looking For Spinoza: Joy, Sorrow and
the Feeling Brain. Harcourt. 2003