exploring new frontiers tv ad testing through mobiles - emami & brandscapes

March 4-7, 2014 Ramada Hotel, Singapore

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Exploring New Frontiers:

TV Ad testing through Mobiles MRMW Singapore March 5, 2014

Presenters:

Swati Kulkarni – Emami Ltd.

Pranesh Misra – Brandscapes Worldwide

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How Consumers Watch TV

At home and laid back…

Seeking

Entertainment & Information.

Relaxed frame of mind.

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Newer & newer screens..

Multiple screens for multi-tasking

Increase in consumption of

content on

tablets..

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.. And the tablet moments

are even more intimate…

Getting younger..

More intimate… More instant

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Contrast this with Central Location Testing

Stressful

Time consuming

Transportation

Formal

Artificial

Interview setting

Artificial

Make shift

Viewing Setting

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Key Idea:

Show TVC & Record Responses on Tablets

Take the ad to the consumer….

Natural setting

Less stress

Less time

Pleasant touch screen experience

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The interview setting

Consumer’s own environment

Face to face interview

Consumer’s home or place of work or leisure

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Customized MAATS Mobile App

8

Easy, touch

screen

completion

Instant

Data

Upload

Show Ad on

Tablet

Voice

Recording

verbatim

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Happier respondent = Better quality

Self completion, or facilitated if needed.

Shorter questionnaire –

less than 15 minutes

Least intrusion

More authentic response

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Easy, Unique & Enjoyable

3%

7%

7%

15%

19%

19%

0% 5% 10% 15% 20%

NOTHING

CONVENIENT

SAVES PAPER

LESS CUMBERSOME

UNIQUE AND INNOVATIVE

ENJOYABLE

Reasons for Liking

2%

7%

46%

42%

0% 20% 40% 60%

NOT EASY AT ALL

SOMEWHAT PROBLEMATIC

QUITE EASY

EXTREMELY EASY

Easy or difficult?


Host of other pay-offs….

Leveraging mobile technology

Voice recording verbatim responses

Instant upload; Real-time quota control

GPS tracking: when, where, how long?

Wide geography


MAATS: Experience in past year

12

• 45+ Ads tested in 7 countries

• Clients adopting it as their protocol

• Benchmarking database being mined


EMAMI CASE STUDY:

ANTISEPTIC CREAM AD HOW IS IT HELPING IN DECISION MAKING?


The TVC centered around a Proponent –

a housewife with busy lifestyle

1 2 3 4 5

6 7 8 9 10


Ad Performance

Memory Hooks Key Message


Brand Impressions

81%

71%

60%

59%

58%

58%

33%

51%

51%

51%

39%

40%

22%

31%

23%

CONTAINS NATURAL INGREDIENTS

IT’S FOR THE ENTIRE FAMILY

MAKES SKIN GERM-FREE

PROTECTS SKIN

OLD AND TRUSTWORTHY BRAND

IT HAS NATURE + SCIENCE

IT IS NOT UP WITH MODERN TIMES …

SKIN EXPERT

MOISTURIZING OF SKIN

MAKES SKIN BEAUTIFUL

CAN BE USED IN ANY SEASON

OFFERS VALUE FOR MONEY / …

IT HAS A UNIQUE NATURE SHIELD COMPLEX

YOUTHFUL

KNOWN FOR HEALING

Top Box Scores Sample Base : 150


0

2

4

6

8

Mean Scores

Q. Which of the following feelings, moods or emotions do you

connect with the TVC? (10 point scale)

Emotional Response


KEY LEARNINGS

WHAT HAVE WE LEARNT SO FAR?


Key Learnings

Tablet based Ad Testing is an option to CLT

MAATS Vs. CLT:

Better respondent experience

Better capture of open ended responses – through voice recording

Higher quality control through GPS

Quicker turnaround time

Possibility to cover wide geography – including rural and small town

markets

More value efficient.


Questions?

Questions?

Title Sponsor Gold Sponsor Silver Sponsors

Bag Sponsor Workshop Host

Sponsor

Event App

Partner

Networking Reception

Partner


www.mrmw.net

Association and Media Partners


www.mrmw.net


www.mrmw.net

exploring new frontiers tv ad testing through mobiles - emami & brandscapes

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