BCMA "how to: effectively use market research to make your branded content more effective”
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The first BCMA Leadership Series, “How to: Effectively use market research to make your branded content more effective”, took place on the 4th December at Havas Media. It was a fascinating session with great insights from the experts demonstrating new techniques available to measure branded content.
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BCMA "how to: effectively use market research to make your branded content more effective”
- 1. Be Emotive 2005 Luca Bruno, 2013 Michael Sohn - AP
- 3. “ 11x Emotional advertising campaigns are more effective and more profitable than rational campaigns - even in 'rational' categories… ” Source: Gunn Report 2000-2008, IPA more efficient in market share growth The Gunn Report Les Binet & Peter Field, Marketing in the Era of Accountability, 2007
- 4. Emotions?
- 5. 1800s Darwin The Expression of Emotions in Man and Animals
- 8. Demo
- 9. Cannes Study Gold 30 Silver 24 246 videos tested Entered 96 Bronze 24 11k people Shortlisted 72 35k+ 75% prediction accuracy for shortlists viewings
- 10. Grow the trend Happy aggregated trendlines 0.14 Bronze/Silver Gold 0.13 Shortlisted 0.12 Nothing 0.11 0.10 Steeper slope = Better outcome 0.09 0.08 0.0 0.2 0.4 0.6 Relative time 0.8 1.0
- 11. Value What kind of emotions does your video spark? How different demographics react to the content? How does it compare to close competitors and industry?
- 12. Emotional Impact 15” to 5’ content length 20+ categories 30+ countries 1,000+ videos tested
- 13. Successful video components Attraction Hook in 8 seconds Engagement Connect via emotions Retention Keep the audience Impact Kahneman’s Peak-End
- 14. Case study
- 16. Minimal negative emotions throughout Confusion is dominant emotion for first 45 secs, lowering attraction Happiness spikes and dominates throughout Happiness drops, but video ends with peak, leaving viewers with strong impact
- 17. So Real it’s Scary Emotional Impact This video has very good overall performance. Better than 95% of videos.
- 19. Conclusions Top 5% A Confusion in the first 45 seconds lowers attraction. Happiness spikes and dominates throughout. B Compared with video A, LG leaves viewers with a higher impact. ~ • 18-34 • Single, divorced, separated. • Low or very low income.
- 20. Learning Get attention with a strong spike of surprise and happiness in the first eight seconds. Avoid confusion. Prevent drops and end with a spike for the strongest impact. € Ending with an engagement spike benefits the syndication strategy of publishers with higher play-to-end rates. Syndicate to relevant audiences with the highest engagement. Activate the video across UK and US audiences
- 23. Insights Revolutionising measurement The most advanced campaign reporting tool, utilising industry standard brand lift measurement, audience profiling, engagement and emotive analysis to provide ROI visibility.
- 24. Consumers love emotional content... 3x higher average view to end % 8x higher click through rate 20x better in converting views into social actions Source: Be On research 100x Quicker in attracting viewers
- 25. ...and it also creates ROI 8pp increase in Brand Recommendation 7pp increase in Purchase Intent 14pp increase in Brand Favourability
Notas del editor
- Inefficient in ROIWHY All working on media sideShould we look at creative?Do not know the impact of creative WHY
- In addition to IPA, also Cannes
- DEMO
- 5 countries 3 ads in 1 hour – no time for such depth, need simpler
- Data from LG report
- Emotionally stronger ads get3x higher average view to end %8x higher click through rate20x better in converting views into social actions100x quicker in attracting viewers.Source: Be On and Realeyes research based on 400 videos study, 2013
- … imagine if 15 seconds into watching the ad we can already tell what the brand lift and purchase intent of the viewing will be without asking a single question
- Understand emotions through an Impact Score