1

CREATING WINNING ADVERTISING VIA LINKTM IN Soumya Saklani, Managing Director, Sub Saharan AfricaGhana| 23rd July 2013

2

IN THE NEXT 20 MINUTES OR SO…

1. Why ‘pre-test’?

2. Introducing LinkTM

3

Why pre-test advertising?

4

AD SPENDS ARE HUGE & DOMINANT % OF MKT SPEND

Sector Spend (GHS)1 Telecommunications 10,603,6612 Telecommunications 9,286,4453 Beverages 6,799,9294 Telecommunications 6,683,6135 Telecommunications 6,579,1046 Home, Personal Care & Foods 5,950,6797 Foods 3,969,1098 Foods 3,295,7599 Beverages 3,270,65710 Retail 2,944,05411 Telecommunications 2,521,17812 Foods 2,508,47113 Social 2,375,55714 Home, Personal Care & Foods 2,329,44016 Beverages 2,242,75918 Foods & Beverages 2,130,53319 Foods & Beverages 2,056,65620 Pharma 2,014,44321 Electronics 1,984,68122 Social 1,924,50223 Telecommunications 1,923,86024 Electronics 1,860,97625 TV/Entertainment 1,780,682

87,036,748Source: Annual 2012 Ghana Media Monitoring

Top 25 Ad Spenders Ghana–2012

5

DEVELOPING & AIRING CREATIVES IS AN EXPEN$$$IVE EXERCISE...!

Strategy(US$ 0)Strategy(US$ 0)

Creative concepts/storyboards(US$ 10k)

Creative concepts/storyboards(US$ 10k)

Animatic(US$ 20k)Animatic(US$ 20k)

Finished film(US$ 350k)Finished film(US$ 350k)

Media(US$ 1000k)Media(US$ 1000k)

6

Top Ten Factors affecting advertising profitability in the short term and their

likely impact upon profitPaul Dyson and Karl Weaver, Data2Decsions

Admap 2006

Creative effectiveness is the variable most affecting the advertising contribution to brand profit after market size…

…investing in copy-testing provides a huge returnbecause it helps maximize the creative power of the advertising

COPY QUALITY IS A KEY INFLUENCE ON ROI

7

CREATIVE GUT IS NOT ENOUGH

The most important word in the vocabulary of advertising is TEST. If you pre-test your product with consumers and pre-test your advertising, you will do well in the market-place.”

David Ogilvy, 1963

8

YOU WOULD INSURE THESE…SO WHY NOT YOUR AD $$

99

IN SUMMARY, PRETESTING WILL IMPROVE THE RETURN ON YOUR ADVERTISING

10

LINKTM HELPS YOU IMPROVE THE VALUE OF YOUR ADVERTISING

LinkTM is

PredictiveEvaluativeDiagnostic

11

LINK GETS YOU MORE BANG FOR YOUR AD BUCK...

IF YOU SPEND GHS 1 MILL, ON THE CAMPAIGN, WE’D GET THE EQUIVALENT OF GHS 200K+ FREE MEDIA!

Averageads aired

AverageClient’s ads aired (only qual /no test)

AverageClient’s ads aired after a Link test

In‐market ad efficiency* (indexed)

*As measured by the ‘Awareness Index’, a metric proven to have a strong relationship with sales effectiveness

+20%100

103

120

12

LINK HAS EVOLVED OVER TIME, WITH OUR UNDERSTANDING ON HOW ADVERTISING INFLUENCES BRANDS

19991999 20002000 20022002 20042004 20052005 20062006 20072007 2008200819891989

Link introduced for the first time in U.K.

19941994

Introduced persuasion measures,

improved prediction of Awareness Index

(branded memorability)

Validation to sales and share

response

Improved prediction of Awareness Index

(branded memorability)

Online Link methodology

launched in U.S.

Introduced measures of emotional

response

Parallel testing against brain

scanning

Validation against share response updated

Worked to apply neuroscience learning

Updated questionnaire to address new learning and media world

Link360: multi-media copy

testing

Incorporating Neuroscience techniques in tandem when applicable

LINKExpress on mobile launched 2012 & now available in Ghana

A Link test is being presented somewhere in the world every hour…

13

LINK ALLOWS FAIR COMPARISON OF AD EFFECTIVENESS ACROSS THE GLOBE

*As measured by the ‘Awareness Index’, a metric proven to have a strong relationship with sales effectiveness

Based on analysis of 70 ads that were researched at two stages

Database of 100,000 ads spanning 100+ countries allows cultural differences to be taken into account

1800 multi-country campaigns have given us insights into the factors governing how well advertising will travel

Robust database - we’ve tested 2,000+ ads in Sub-Saharan Africa & 100+ in Nigeria & 70+ in Kenya

And now, we are happy to announce that we now have Ghanaian norms in place with a database of ~ 50 ads

14

The Link™ Philosophy…

15

THE ADVERTISING CHALLENGE...

Will the ad connect with the consumer in a branded fashion?

Branded Engagement

Do the brand associations make it more desirable at key decision moments?

Response

16

THE CHALLENGE OF ENGAGEMENT...

Engagement is all

about getting into

the mental

workspace

17

A LITTLE EXERCISE IN ENGAGEMENT...

20 slides, at 1 second each

Say whether…

CAT or DOG BOTH

NEITHERDON’T KNOW

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

So, which images did you remember?

43

THE CHALLENGE OF ENGAGEMENT

Advertising has to compete with everything else in the environment to get into the

‘mental workspace’

Personal Relevance

Emotional content

And we tend to give time to things that are different

44

BUT DOES AN ENTIRE AD ENGAGE?

30 SecondTV Ad

Recall

5% of adcreates

45% of recall

45

LET’S LOOK AT AN EXAMPLE....

46

WE CALL THIS THE ‘CREATIVE MAGNIFIER’...

Brand

What is involving and interesting

in the ad

Message

47

WHAT WILL LINK TELL YOU?

Will the ad connect with the consumer in a branded fashion?

Branded Engagement

Does the ad affect brand associations in the right way?

Communication

Do the brand associations make it more desirable at key decision moments?

Response

Awareness Index & Diagnostics

Key Message & Diagnostics

Persuasion & Diagnostics

48

LINK HAS TWO SUMMARY METRICS OF AD PERFORMANCE. BOTH ARE PROVEN TO RELATE TO BRAND SALES CHANGES.

48

Awareness Index prediction

Measures the incremental gains in advertising awareness an ad will generate per unit of media spend

Independently validated against both long and short term sales changes, the AI is particularly key for established brands

% o

f ca

ses

seei

ngsa

les

shar

e ri

se

Low Medium High

39%

62%74%

Independently validated to short-term sales. Relationships seen are particularly

strong for new products/line extensions

Persuasion Score

Measures the potential of your ad to positively change/enforce consumers relationship with your brand/product

Based on 872 Cases (split into tertiles on total database norms).A sales share increase is one of more than 0.1% of a market share point.

45%56%

75%

% o

f ca

ses

seei

ngsa

les

shar

e ri

se

Low Medium High

49

LinkTM , the leading global copy-testing solution now available in Ghana

with Ghanaian norms to benchmark against.

IN SUMMARY...

1. Pre-test via LinkTM !

2. Especially critical campaigns

3. Earlier, the better...!

THANK YOU FOR LISTENING!

50

For further information please contact:SOUMYA SAKLANI

Managing DirectorSub-Saharan Africa

Millward Brown94/2 Second Ridge

Link, North Ridge, Accra | Ghana | t: +233307020406

Cell +233262952707Email: Soumya.Saklani@millwardbrown.com