Post on 04-Aug-2015
transcript
www.thebcma.info
@thebcma
Measuring the effectiveness of branded content
• There are two parts to the contentmonitor:
CREATIVE POWER Ipsos MediaCT Content Evaluator
MEDIA/COMMS PLANNING
Pointlogic Commspoint™ system
• Contentmonitor gives an in-depth insight into:
1. How your branded content campaign is performing against key brand metrics, allowing you to determine the ROI
2. Which elements of the campaign are performing the most strongly in meeting the campaign objectives
3. What you could do differently to support the campaign more strongly to optimise its ROI
Measuring the effectiveness of branded content
CREATIVE POWER Ipsos MediaCT Content Evaluator
• The front end has two important elements:
1. Test and control design
2. Distracted Exposure, replicating the busy and cluttered media world of today
CREATIVE POWER Ipsos MediaCT Content Evaluator
Measuring the effectiveness of branded content
• The second part allows you to plan effective campaigns:
MEDIA/COMMS PLANNING
Pointlogic Commspoint™ system
Measuring the effectiveness of branded content
Case Study: BBC World News and Standard Chartered Bank
Ideas That Changed The World (ITCTW) is a six part series running on BBC World News and BBC Knowledge
Six world-changing ideas are championed by an expert
The series is supported by a micro-site and on-air trails
We spoke to 1216 BBC World News viewers aged 25 or over in Hong Kong (311), India (302), Singapore (302) and Indonesia (301)
Branded content can be more effective than TV spots alone…
9
30%
35%
39%
40%
45%
Control
TV spot only
Microsite only
ITCTW show / bumpers
ITCTW show and TV
spot
Branded content can be more effective than a traditional TV spot in driving spontaneous awareness
% mentioning Standard Chartered Bank (unprompted)
SC1a Can you identify the names of up to five banking and investment services providers that come to your mind? These could be domestic or international institutions. Sample = c.200 BBC viewers aged 25+ per cell
Significant uplifts vs Control cell for SCB are marked
Combining branded content with traditional advertising can be more powerful…
11
The branded show has very strong cut through, with over twice as many people mentioning the SCB brand after seeing it compared to the TV spot
% who mention seeing the brand from the reel (unprompted)
23%
53%
43%
30%
52%
23%
55%
TV spot only
ITCTW show only
TV spot and ITCTW show
Rolex
Emirates Airline
Country Inns
Vale
From the control reel
Significant differences are highlighted with a *
*
*
Q1a You may have noticed advertising or other mentions of brands in the short video we played you (the news clip plus some advertising) or on the website. Please write in below what brands, companies and products you remember seeing advertised or otherwise mentioned. Sample = c.200 BBC viewers aged 25+ per cell
What is the impact on the softer measures?…
Exposure to the full branded content campaign does a good job of giving them a more positive perception of the brand, compared to pre-exposure
+12% ‘consistently comes out with relevant
and new products and services’
+9% ‘is a credible bank’
+11% ‘strongly committed to giving
something back to the community’
+12% ‘brings global financial knowledge and
expertise to the local market’
SC7 Here are a number of statements that might be used to describe a banking and investment services provider, its people or the services it provides. For each, please tell us how much the statement applies to Standard Chartered Bank and its banking and investment services. Sample = c.200 BBC viewers aged 25+ per cell
This part of the test involves a forced exposure of the test branded content/ad, followed by a series of questions where therespondent rates the branded content/ad on 10 different elements. Using an algorithm the responses to these elements are converted into a score for:
- Emotive Power (strength of subconscious feeling)
- Cognitive Power (strength of conscious thinking)
EMOTIONALPERSUASION
(tends to build a brand)
RATIONALPERSUASION
(tends to impart a message but has less impact on long term
brand building)
Cognitive Power®
Emo
tive
Po
wer®
NEITHER(tends to be less efficient overall)
EMOTIONAL & RATIONAL PERSUASION(tends to build a brand and
impart information)
-100
-80
-60
-40
20
40
60
80
100
-100 -80 -60 -40 -20 20 40 60 80 100
-20
The CEP™ Test
-100.00
-80.00
-60.00
-40.00
-20.00
0.00
20.00
40.00
60.00
80.00
100.00
-100.00 -80.00 -60.00 -40.00 -20.00 0.00 20.00 40.00 60.00 80.00 100.00
Emo
tive
Po
wer
The TV spot has the most emotive power, whilst the branded show has more cognitive power…
Cognitive Power
SCB TV & ITCTW show
SCB TV spot only
ITCTW show only Average for all consumer ads
...when combined, the show and TV spot are more powerful than the spot alone
Case Study 2: Bloomberg and HSBC
The HSBC campaign is targeted at corporate financial decision (CFD) makers
The campaign is run in partnership with Bloomberg and focuses on successful HSBC partnerships with international companies
We tested four elements: two 3 minute vignettes, and two 60 second TV versions, both individually and in combination
We spoke to 400 CFDs in UK, New York, Hong Kong and Brazil.
Combined branded content can drive consideration…
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12%
2%
8%
-3%
2% 3%
12% 13%
3%
3 minute
and 60
second
3 minute60
second
3 minute
and 60
second
3 minute60
second
3 minute
and 60
second
3 minute60
second
*
Significant differences are highlighted with a *
The combined trails are most effective at driving consideration
H2: If, for any reason, you were to consider changing the provider you currently use, or taking on each of the products or services for
your business, which banks would you consider for the following? Sample = c.100 CFDs per cell
Control (+ / -)
PAYMENT
SOLUTIONS
% uplift versus control cell in considering using HSBC for each type of commercial banking service
CARDSWEALTH
MANAGEMENT
**
Q4c How does this influence your view of HSBC? Sample = c.100 CFDs per cell
77% makes me think that they are a successful company
66% makes me think more positively about them
72% told me something new
65% makes me want to find out more
The campaign as a whole is also seen in a very positive light
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Case Study 3: UKTV/Carpool and Toyota Prius
Robert Llewellyn picks up a celebrity and drives him/her to where they need to get to. Along the way they chat just as you would in the car
The series featured the Toyota Prius with the intention of updating and improving the image of Toyota and the Prius:
While the Prius featured in the show, it is worth noting that this was not a paid for product placement and all footage of the car was editorially justified and adhered to current regulations.
The series was supported by on-air trails and the Carpool website
We spoke to 900 adults aged 18 to 44, all at least partially responsible for new car purchases.
The brand needs to be fully integrated into any promos / trails…
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13%
44%62%
39%
Trail Only Trail and Show Trail and Website Full Campaign
% correctly identifying Toyota and/or Prius as the Sponsor of Carpool
once the name of the show has been revealed
Q4cc: This ad is for a TV show called Carpool. Who do you think sponsors this show?
Sample = 100 adults aged 18-44 per cell (only asked of those in test cells shown TV trail)
Not fully integrating the brand into promos/trails leads to weak brand associations…
Significant uplifts vs. individual
media cells
Rising from 0%
The show alone
accounts for a
31% increase
Benchmark for trails: 20% correctly attributing
23
23%
26%
1%
12%
Not Exposed to
Show
Exposed to Show
Spontaneous awareness of the Prius significantly increases as a result of exposure to the TV show
% mentioning ‘Toyota Prius’ or ‘Prius’ (unprompted)
Q5a2: Which makes and models of hybrid car can you think of
Sample = 400 adults aged 18-44 exposed to Carpool TV showSignificant uplifts
24%
37%
Mentioning
Toyota Prius
Mentioning
Prius only
42%
52%
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Exposure to the show leads to significantly higher purchase consideration for ‘Toyota’
10%
9%
32%
43%
Not Exposed to Show
Exposed to Show
% considering manufacturer for next car purchase
Q5b: Which of these would be your first choice for next car purchase? Which other manufacturers would you consider?
Sample = 400 adults aged 18-44 exposed to Carpool TV show
Significant uplifts vs. Control cell
First Choice Would consider, but not first choice
+12% Leads the way in tackling environmental
issues
+7% Is constantly innovating
Perceptions of Toyota and the Prius improve after exposure to the show
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+8% Practical +10% Safe +7% Honest
+5% Warm / friendly +9% Suitable for families
Contentmonitor is valued and used by many brands, channels and agencies
Key Insights from contentmonitor
More effective than TV
spots alone
Combined branded
content can be more powerful
Informative and emotive
Reactions are more positive
Maximum impact if
original and interesting
Promotion has a
powerful impact
Must be fully integrated
Helps brands to stand out
It’s extremely powerful
Contentmonitor: New for 2014
Non-
verbal
response
Using facial
coding we can
measure the
reaction to the
content, second
by second
Contentmonitor: New for 2014
1
2
3
Using a webcam, extract key feature points on the face (“landmarks”)
Analysis of movement, shape and texture of each pixel as they watch content
Infer emotional and mental states to feed analytical models
Thank You
Contact:
www.thebcma.info
@thebcma