Hi, I’m Elias. I work
at InSites Consulting.I live in and love Gent, and love creative advertising. Find me on twitter via @eliasveris @eliasveris

Fact: Advertising Sucks @eliasveris

Fact: Someadvertising isgreat. That’s a
minority.Based on 1.300 TV spots that were tested by InSites Consulting in 2010. @eliasveris

Fact: People dolike watching a
good (tv) commercial. A good one. @eliasveris

Let’s look at these people…
@eliasveris

empowered post-modern nomads Consumers …emotional
Smarter than ever

PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers
in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.

Before During After @eliasveris

Before Consumers as PEERS Getting
close to consumers Immersing in their daily lives Getting inspired. @eliasveris

Observationalmethods: Ethnography

Getting to know body-Knowing limits
in physical functioning “Bezig met een stevige boswandeling samen met mijn vriendin. Loop dan stevig door tot toelaatbare pijngrens. voor de laatste klachten rrende ik tussendoor kleine stukjes en probeer dan steeds iets verder te gaan dan de vorige keer.” Prevention-Exercise “Na het herstellen heb ik een crosstrainergekocht waarop ik bijna dagelijks op oefen om een betere conditie te krijgen en wat af tevallen. Ik zit op 20 minuten met 80 toeren per minuut. Samen met drie keer per dagwandelen met de hond levert dat toch al aardig wat beweging op. Ik ben geen sportfanaat,maar dat wat ik nu doe kan ik wel opbrengen..” @eliasveris

Part 1Research Communities

Dunkin’ donuts makes me happy,
And not because of the doughnuts (which in fact, I do not enjoy). What makes me happy about this brand is the coffee! Although the coffee isnt the best in the world by any stretch of the imagination, theres nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. Its good for a pick me up at any time of day.Provides focus. Shows competitive playing field.

Provides talkingpoints and imagery @eliasveris

PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers
in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.

Before Consumers as COLLEAGUES Supporting
decision-making Reviewing your concepts & ideas Inspiring you to go the extra mile

Ongoing Famous community. Provides 24/7
feedback on anything.

PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers
in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.

During Consumers as ADVOCATES People
identify with brands People talk about brands and ads Ads can activate the conversation

Some new style agencies focus
entirely on WOM www.futurelab.com

Some campaigns too… @eliasveris

Execution of the campaign Evolution
over time Q: To what extent do we observe peaks in the buzz on the execution of the campaign? We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover the features of the campaign website. They also want to better know the actors. Especially valentines day leads to an additional boost in posts. During week 8 we observe a decrease of the buzz volume. 3287 7186 conversations 1842 Data collection still 1078 ongoing for week 9 195 94 9 13 17 35week 1 -2011 week 2 - 2011 week 3 - 2011 week 4 - 2011 week 5 - 2011 week 6 - 2011 week 7 - 2011 week 8 - 2011 week 9 - 2011 - 1 to 7 jan - 8 to 14 jan - 15 to 21 jan - 22 to 28 jan - 29 jan to 4 - 5 to 11 feb - 12 to 18 feb - 19 to 25 feb - 26 to 28 feb feb BUZZ VOLUME Helps adjusting

14% 86% Message present Message
not presentHelps adjusting

PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers
in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.

AfterConsumers as JUDGESProviding you with
valuable feedbackHelping you learn. Helping you getting betterBenchmarking you with competitors

And purchase intention! X 1,4A
good TV ad combines likeability and brand activation.Helps Justifying

3 core elements to measure

Helps improving

#1 Consumers are prettydamn smart.
@eliasveris

#2 They can be involved
at any time inyour process. @eliasveris

#3 Involvement aims forimprovement. Always.
@eliasveris

Thanks!Find me on twitter via
@eliasverisOr via elias.veris@insites.euOr via +32 486 34 80 35