HYPE Sessions - On Advertising Research
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Story for the Young Planners Belgium HYPE sessions on where and how consumers can help making advertising better.
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HYPE Sessions - On Advertising Research
- 1. 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
- 2. Fact: Advertising Sucks @eliasveris
- 3. Fact: Some advertising is great. That’s a minority. Based on 1.300 TV spots that were tested by InSites Consulting in 2010. @eliasveris
- 4. Fact: People do like watching a good (tv) commercial. A good one. @eliasveris
- 5. Let’s look at these people… @eliasveris
- 6. empowered post-modern nomads Consumers … emotional Smarter than ever
- 7. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
- 8. Before During After @eliasveris
- 9. Before Consumers as PEERS Getting close to consumers Immersing in their daily lives Getting inspired. @eliasveris
- 11. 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 crosstrainer gekocht waarop ik bijna dagelijks op oefen om een betere conditie te krijgen en wat af te vallen. Ik zit op 20 minuten met 80 toeren per minuut. Samen met drie keer per dag wandelen 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
- 13. 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 isn't the best in the world by any stretch of the imagination, there's nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. It's good for a pick me up at any time of day. Provides focus. Shows competitive playing field.
- 15. Provides talking points and imagery @eliasveris
- 16. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
- 17. Before Consumers as COLLEAGUES Supporting decision-making Reviewing your concepts & ideas Inspiring you to go the extra mile
- 18. Ongoing Famous community. Provides 24/7 feedback on anything.
- 19. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
- 20. During Consumers as ADVOCATES People identify with brands People talk about brands and ads Ads can activate the conversation
- 21. Some new style agencies focus entirely on WOM www.futurelab.com
- 22. Some campaigns too… @eliasveris
- 23. 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 35 week 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
- 24. 14% 86% Message present Message not present Helps adjusting
- 25. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
- 26. After Consumers as JUDGES Providing you with valuable feedback Helping you learn. Helping you getting better Benchmarking you with competitors
- 27. And purchase intention! X 1,4 A good TV ad combines likeability and brand activation. Helps Justifying
- 28. 3 core elements to measure
- 31. Helps improving
- 32. #1 Consumers are pretty damn smart. @eliasveris
- 33. #2 They can be involved at any time in your process. @eliasveris
- 34. #3 Involvement aims for improvement. Always. @eliasveris
- 35. Thanks! Find me on twitter via @eliasveris Or via elias.veris@insites.eu Or via +32 486 34 80 35