skoda creative benchmarking may 2011. about newspaper creative benchmarking
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Newspaper Creative Benchmarking Methodology
• Dedicated methodology, designed to– Measure the effectiveness of newspaper creative – Provide an understanding how to use the newspaper medium
more effectively
• 330 ads tested to date as at March 2011• Commissioned by The Newspaper Works• Conducted online by Ipsos Media CT • 100+ observations per ad• Ads presented in situ on the newspaper page, then full
screen• Results benchmarked to All Newspaper norm and/or
category averages
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The Newspaper Works’ effectiveness partner:
Automotive benchmarking
• 55 automotive ads tested to date as at March 2011– 30 ads in automotive study– 25 ads in monthly benchmarking
• 5,500+ ad observations in total• Ads selected by The Newspaper Works• Skew towards manufacturer ads so Automotive Average is
not a true norm• Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011
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The Newspaper Works’ effectiveness partner:
Proprietary newspaper measures
The Newspaper Works’ effectiveness partner:
Ad Recognition
Brand Linkage
Message Comprehension *
Brand Equity Impact
Role Map
Action Map *
Newspaper Creative Diagnostics
Automotive Ad Diagnostics
Newspaper Creative Benchmarking MeasuresSee Appendix for more detail
* Available for ads tested since March 2010
Recognised industry measures
Top Line Measures
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All Newspaper Norm
Automotive Average
Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative
Brand Equity ImpactHow the ad influenced perceptions of the brand
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Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.
All Newspaper Norm
Automotive Average
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Role Map demonstrates how people respond to and interpret newspaper ads
The automotive ads tested show a skew towards Affinity and Reappraisal.
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All Newspaper Norm
Automotive Average
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature
NEGATIVE POSITIVE
Top line measures
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Environment: despite being down on recognition is on par with interest
Sand: delivers the highest recognition of any ad in the Auto survey. Arguably, this isn’t translating into linkage and interest scores.
All NP Norm
Auto Average
Environment*
Sand
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of researchNote: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research
Caution: Small sample size. Caution: Small sample size.
* Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers
Brand equity impact:How the ad influenced perceptions of the brand
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Overall good results with both executions adding to the overall Skoda equity
Both executions statistically higher than the norm for difference
Auto Norm
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Environment*
Sand
* Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers
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Sand is seen as an exciting Ad but understandably doesn't score as high for lifestyle
Environment not measured against these measures.
Newspaper Auto diagnostics
Auto Average
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Sand
Emotional connection: SkodaAn overall measure of how the ad engages on an emotional level
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Overall, emotional connection for Sand is at or above Average.
Environment not measured against this measure.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement:
•Makes it look like a car you’d be proud to own
•It’s an exciting car ad
•Helps me see what kind of lifestyle the car could open up for me
•I can see myself driving that car
Auto Norm
Sand
Volvo’s ‘Protection’ performance on key consumer measures.
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- 0.8x higher (see myself driving the car )
+2.0x higher
(an exciting car ad)
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All NP Norm
Auto Average
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
Whilst both score well visually, Sand is significantly eye catching but is surprisingly significantly down on ease and takeout.
Environment*
Sand
* Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers
Interesting and different ads act as a catalyst for emotional engagement
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Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Creative delivered results that are on or above norms for interest and different. Sand continues to outscore the survey pool.
Our research suggests that high interest and difference scores are also correlated to great emotional connection
Min
Sur
vey
Sco
re =
22
NP
Nor
m =
34
Aut
o N
orm
= 3
3
Max
Sur
vey
Sco
re 6
0
Min
Sur
vey
Sco
re =
13
NP
Nor
m =
25
Aut
o A
vera
ge =
20
Max
Sur
vey
Sco
re 6
4
=34 =37
=34 =45
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Role Map demonstrates how people respond and interpret newspaper ads
All NP Norm
Auto Norm
Sand delivering strong emotion connection as witnessed byhigh Affinity and Reappraisal scores together with a top3 campaign linkage score within the survey.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Environment*
Sand
* Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers
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Comparison: vs Citroen
All NP Norm
Auto Average
Citroen delivering better on information despite much less copy. Arguably Citroen has marginally more emotional engagement with higher Affinity and Reappraisal
Environment*
Citroen
* Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers
Comparison made as both creative’s are based on the expansive roof / interior
Best performing ads on Role Map from Automotive survey
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3.3x Higher than
average
2.9x Higher than
average
2.3x Higher than
average
2.1x Higher than
average
8.0x Higher than
average
2.4x Higher than
average
The Affinity comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
The highest scoring ads on Affinity feature vibrant visuals.
The Reappraisal comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
The three highest scoring ads on Reappraisal featured environmental messages.
The Information comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
Clear communication of features and model range can both result in strong Information scores.
The Call to Action comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.
The Public Agenda comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
Ads scoring highly on public agenda feature environmental and/or safety messages.
The Extension comparison
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As at March 2011 (updated monthly). 55 automotive ads tested to date.
High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.
3 ads that work well with TV
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Hybrid Camry SydneyAll adults 16+FPCTested: March 2010
Fiesta SydneyAll adults 16+FPCTested: July 2010
SkodaBrisbaneProspective & recent car buyersHPTested: June 2009
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Role Map demonstrates how people respond and interpret newspaper ads
All NP Norm
Auto Average
Delivering strong emotional connection as witnessed byhigh Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
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Role Map demonstrates how people respond and interpret newspaper ads
*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers
All NP Norm
Auto Average
A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action.
Camry
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
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Role Map demonstrates how people respond and interpret newspaper ads
Fiesta*
*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers
All NP Norm
Auto Average
A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I