1. Sean Dunn, Account Director, Vision Critical
Sally Joubert, CEO, Luma Research

3. 2005 Timing
When
do
you
need
the
results
by?
Supply
any
cri0cal
dates
that
may
be
relevant…
Results
by
the
end
of
November
will
allow
enough
0me
to
make
any
changes
prior
to
the
ad
airing
in
2006.
Four
month
ad
development
0meline
Month
One
–
ad
ready
for
tes0ng
Month
Two
–
tes0ng
and
feedback
Month
Three
–
ad
revised
based
on
research
Month
Four
–
ad
on
air

4. 2012 When
do
you
need
the
results?
Now
One
week
ad
development
0meline
Day
One
–
ad
ready
for
tes0ng
Day
Five
–
tes0ng
and
feedback
Day
Six
–
ad
revised
based
on
research
Day
Seven
–
ad
on
air
Project
completed
in
5
days
from
commissioning.

6. • The fragmentation has
created huge changes
in the way we can
“We really do live now in a world
market brands….from
of multi-media, multi-channel
budget setting to the and multi-platform
creative approach to the communications, where the
role of the media consumer can dip in and out of
planner. their chosen media…..” Jim
Marshall, Media Planning in the
Digital Age - 2011
• Never has media been
richer and more
complex.

7. Online
Adver0sing:
From
last
to
second
in
Ad
Spend
in
less
than
10
years…
Mul0
Channel
is
needed
for
Effec0veness…
“Interestingly, this trend is confirmed by IPA Effectiveness Awards winners over the last 20
years. In 1990 the winners were on average using just two media channels, in 2000 it
increased to slightly over four, but in 2010 it had increased to over nine. Recent winners
in this year's Awards, such as Walkers, first direct and Aquafresh have demonstrated a
highly effective multi-media approach” (Marshall, 2011, p2)

8. The opportunities and
challenges facing brand
communications as a result of
changing landscape

9. Challenges
• New interactive formats
• Too many messages/clutter – tough to cut through
• Too fast (expected to get messages out quicker to “keep up”)
• Content Integration – Integrated campaigns across channels
so your brand has a clear message(s).

10. Opportunities
New
channels
make
it
easier
to
target
demographics
Enhanced
power
(ability
to
go
viral)
Interac0ve
capabili0es

11. Campaigns that got it wrong

12. CONTENT IS KEY Media
channels
are
important
but
having
the
right
content
is
s0ll
crucial
“Having
the
right
content
is
what
makes
a
• Independent
of
these
campaign
-­‐
not
necessarily
the
channels.
changes,
the
most
cri3cal
Brands
need
to
think
about
how
their
piece
of
adver3sing
is
audience
react,
par3cipate
and
even
create
to
get
the
content
right.
So
their
own
content
from
what
they
provide,
that
it…
and
then
take
it
to
other
channels.
When
an
audience
does
this,
not
only
is
it
– Stands
out
indica3ve
of
geCng
the
content
right
for
– Is
consistent
and
clear
the
target
audience,
it
also
has
greater
reach
and
saves
the
brand
3me
and
effort
in
inves3ng
in
yet
another
channel”
(Gibbon,
2011,
p1)

13. An advertising testing methodology that
is tried and true

14. What is it?
Based on latest thinking
about the brain and
how ads work
Measure
brand
feelings
Predictive Message Content
Will my ad cut-through? Branding
Is it effective? Purchase Intent
Validated ad
Diagnostic
effectiveness
How can I fine-tune?
benchmarks & norms
Innovative Comparison to database
ad- testing tool of over 6,100 ads
p.14

15. How
can
you
use
it?
Remove
The
Ad
Op0miza0on
Rapid-­‐Fire
Responses
Guesswork
Diagnose
strengths,
When
ad
decisions
Listen
to
audience
weaknesses
&
fine
tune
need
to
be
made
fast
feedback
crea3ve
concepts
Early
Tracking/Post-­‐ Ad
Benchmarking
Compare
Alterna0ves
Tes0ng
Compe3tor
ads
or
Choose
the
winning
Monitor
in-­‐market
comparing
global
ads
idea!
performance
across
mul3ple
countries

16. • An
adver3sing
tes3ng
methodology
that
is
tried
and
true.
add+impact on ®

17. Steroids = Leveraging Technology
Aen0on
Brand
Bonding
Does
the
ad
get
the
aen0on
of
the
target
audience?
Does
the
adver0sing
enhance
feelings
towards
the
brand?

18. In Summary…
• OMG It’s all changing…
• Content testing cannot be sacrificed
• Keep up by putting your
communications testing on steroids
add+impact on ®

19. Thank You!