華通明略-互聯(lián)網(wǎng)廣告創(chuàng)意評(píng)測(cè)課件

華通明略互聯(lián)網(wǎng)廣告創(chuàng)意評(píng)測(cè)成功創(chuàng)意案例分享Nov2010華通明略是誰(shuí)？ExpertsinMarketingEffectivenessResearch35yearsofBrand&MediaKnowledge10yearsDigital&MediaExpertise2我們站在數(shù)字媒體和新興媒體的前端幫助客戶(hù)在數(shù)字營(yíng)銷(xiāo)的世界里塑造和發(fā)展品牌過(guò)去10年專(zhuān)注于數(shù)字營(yíng)銷(xiāo)和媒介研究領(lǐng)域超過(guò)5000個(gè)營(yíng)銷(xiāo)投放效果的評(píng)測(cè)，覆蓋27個(gè)類(lèi)型的數(shù)字營(yíng)銷(xiāo)平臺(tái)

超過(guò)250個(gè)跨媒體研究

CrossMediaResearch?超過(guò)300個(gè)互聯(lián)網(wǎng)廣告創(chuàng)意前測(cè)LinkSelectforDigital擁有全球最大的互聯(lián)網(wǎng)廣告創(chuàng)意數(shù)據(jù)庫(kù)-MarketNorms,超過(guò)300個(gè)filters什么是MarketNorms??MarketNorms?databaseisfueledbyAdIndex?studiesWorld’slargestonlineadeffectivenessdatabaseofitskindUsedforplanningandbenchmarkingonlineadcampaigns4,850+

campaignsgloballyfromoveradozenindustries7.3+millionglobalsurveyrespondents210,000+

onlinecreativetestedMarketNorms?

的數(shù)據(jù)，可以讓我們提煉出更多洞察Viewa:30demoat

NormativeInsights不同媒體在傳播策略中扮演不同角色郵件數(shù)字媒體戶(hù)外媒體電視廣播紙媒點(diǎn)的大小=優(yōu)勢(shì)行動(dòng)品牌到達(dá)那

99%沒(méi)有點(diǎn)擊的人呢？

100個(gè)人中只有不到1個(gè)人點(diǎn)擊了廣告品牌推廣網(wǎng)絡(luò)廣告的有效性不能只從片面的點(diǎn)擊來(lái)測(cè)量品牌傳播效果評(píng)估體系BrandAwareness品牌認(rèn)知度測(cè)量受眾對(duì)品牌的熟悉程度（包括帶提示和不帶提示的）MessageAssociation信息關(guān)聯(lián)度測(cè)量受眾將廣告的創(chuàng)意、廣告?zhèn)鬟f的信息或者概念與品牌自身相互匹配的程度BrandFavorability品牌偏好性測(cè)量受眾對(duì)品牌的喜好程度1.首先，消費(fèi)者必須先知道品牌的存在2.其次，他們必須知道這個(gè)產(chǎn)品能夠帶來(lái)的價(jià)值或作用3.消費(fèi)者形成對(duì)品牌的理解和態(tài)度4.最后，消費(fèi)者考慮是否購(gòu)買(mǎi)PurchaseIntent購(gòu)買(mǎi)意愿測(cè)量受眾考慮購(gòu)買(mǎi)產(chǎn)品或服務(wù)的可能性數(shù)字媒體研究中使用的品牌傳播效果評(píng)估體系CreativeBestPracticesisbasedonaqualitativeassessmentofonlinecampaignsmeasuredbyDynamicLogicinthepastyearthatperformedinthetop/bottom20thpercentilewithintheirindustrycategoryineitherAdAwarenessand/orPurchaseIntent我們知道網(wǎng)絡(luò)廣告有幫助，但是如何能夠優(yōu)化它們的表現(xiàn)？LargevariationinperformancebetweenbestandworstperformerswithinnormsWorstperformersactuallyhavetheabilitytonegativelyimpactbrandmetrics,potentiallyduetopoortargetingandcreativequalityPercentImpactedBestperformersdefinedastheaverageofthetop20%ofcampaignspermetricandWorstPerformersdefinedasthebottom20%ofcampaignsSource:DynamicLogic’sMarketNorms,Last3Years,Q1/2009,N=2,390;n=3,806,527優(yōu)化網(wǎng)絡(luò)廣告創(chuàng)意的十大法則–

基于10,000支廣告創(chuàng)意研究的關(guān)鍵發(fā)現(xiàn)

品牌影響力取決于品牌如何在廣告中出現(xiàn)——在每一幀的顯著位置展示品牌Whatstoppingpowerwouldthefirstframegenerate?Whatreasonwouldauserhavetostopandwatchthead–intrigueisnotalwaysagoodoptionwithonlinecampaigns

在廣告的每一幀展示品牌對(duì)于不同的行業(yè)，“在每一幀顯示品牌”這一法則的具體應(yīng)用有所差別WeknowcreativesthatshowthetestedbrandprominentlyonallframesoftheadtypicallyoutperformthosethatrevealthebrandinginfoHowever,thenormativedataalsorevealsthatcertainproductcategoriesalsohaveindustryspecificprinciplesrelatedtobrandingpresenceFMCG（快消品）不要讓母品牌名稱(chēng)比新產(chǎn)品或子品牌名稱(chēng)更加搶眼WithinConsumerPackagedGoodscampaigns,acommongoalistopromoteanewproductorbrandextensionBottomperformingFMCGadsoftenfeaturedtheparentbrandnamemoreprominently,thusovershadowingthenewproduct/extension.NoneofthetopFMCGperformersonadawarenessusedthisbrandingformat,whileonequarterofbottomperformersdid.對(duì)于聯(lián)合營(yíng)銷(xiāo)廣告，要保證每個(gè)品牌有均等的展示機(jī)會(huì)

Co-brandedads,particularlywithintheautoindustry,typicallyunderperformonawarenessandpersuasionCo-brandingcanmakeitdifficultfortheadvertisementtobemorealignedwiththebrandWhenutilizingmorethanonebrand,ensureeachbrandanditsassociationtotheotherareclearanddoesnotovershadowoneanother

廣告的每一幀都要有完整的故事Eachframeshould:ProducebrandawarenessCommunicatemessage/benefits/differentiationCommunicatebrandlike-ability/reasontopurchaseorcalltoaction,dependingonyouradvertisinggoal

廣告的每一幀都要有完整的故事

當(dāng)運(yùn)用懸念廣告時(shí)，要特別謹(jǐn)慎“Reveal”adsarealmostalwaysineffective;thisfindingisseenacrossallindustriesasakeycomponentthatdifferentiatesbestandworstcampaignperformersWhyshouldausercontinuetowatchthisadafterthefirstcoupleofframes?Atthisstagetheyhavenoideawho/whattheadisforFMCG1outofthe20topperformersonadawarenessusedrevealformat,while17outofthe20bottomperformersusedrevealformat4.使用簡(jiǎn)潔的廣告信息OneortwomessagesisenoughDon’tmakethemessagetoocomplex使用簡(jiǎn)潔的廣告信息:ClutterWithinFinancialServicescampaigns,adsthatwereclutteredwithheavycopy/texttypicallyunderperformonadawareness/memorability

Useexpandable/interactiveadstoallowtheviewertodrill-downandlearnmoreAdswithaninteractiveelementcanbegreat,butdon’trelyonpeopleinteractinginordertogetthemessageandproductInteractiveadsareveryeffectiveatrisingAdAwareness,yet,lessthan2.11%*ofpeopleinteractwithanadintheliveenvironment,sotheadvertisershouldensurethatpeoplewhochoosenottointeractwillstilltakeoutthemessage

*Source:DoubleClickDARTforU.S.Advertisers,January–July2008如果采用恰當(dāng)?shù)姆椒?，互?dòng)廣告也可以產(chǎn)生良好的效果6.如果廣告的目的是提高產(chǎn)品/品牌的說(shuō)服力，不要使用打擾用戶(hù)正常瀏覽的廣告方式，以免產(chǎn)生厭煩情緒Avoidhighlyobtrusiveadformats(exampleshown)Beconsiderateofthesitevisitor’smindsetandthesitecontent;intrusiveformatsmayworkwithincertainsitecategories(i.e.onlinevideomarketingfortheatricalreleasesonentertainmentsites)butappearannoyingonothers(i.e.,news/infosites)Alsoensurethatthemediaiswell-targetedandshowntorelevantaudiences,thisisparticularlyimportantforlowhouseholdpenetrationindustries(refertonextslide)7.當(dāng)人物形象與產(chǎn)品內(nèi)容同時(shí)出現(xiàn)時(shí)，往往更容易吸引注意力BothtopandbottomperformingcampaignsincludedaproductshotandhumanformintheadHumanpresenceappearstobeakeyfactorofsuccessinFinancialServicecampaigns,wherecopyistypicallyusedmoreoftenAlso,relevanthumanimagerycanbeparticularlyimportantfortargetedindustries(i.e.,babycare,pet,beauty)不要只在展示產(chǎn)品的時(shí)候才顯示品牌名稱(chēng)，特別是對(duì)于快消品廣告MostofbottomperformingcampaignswithinFMCGfeaturedthebrandname/logoonlywithintheproductshotOpportunitytoseetheadvertisedbrandnamemaybelostorobscuredwhenonlyfeaturedwithintheproductshot8.線(xiàn)上廣告只需與現(xiàn)下廣告在概念上保持一致，而不要使用相同的形式Utilizecreativeelementsthatareconsistentwithofflineadsinordertoreapthebenefits(i.e.frequency)ofsynergisticmediaMagazineInsertionTVSpotsOnline

線(xiàn)上廣告只需與現(xiàn)下廣告在概念上保持一致，而不要使用相同的形式Utilizethecreativeconcept9.繞開(kāi)網(wǎng)站陷阱——用戶(hù)只會(huì)注意位于網(wǎng)頁(yè)中心的內(nèi)容，環(huán)繞在四周的廣告往往被忽視Trytoavoid“border”ads–adsizesthatframethecontentofawebpageTheytrainsitevisitorstofocusonthecenterofthepageandtuneoutads,whereas,someadplacementsembeddedwithinthecontentaretherefore,morenoticeableRectangleadsizesdonotframecontentandaretherefore,morenoticeable10.FMCG（快消品）

網(wǎng)絡(luò)廣告中的電子優(yōu)惠券并不能產(chǎn)生長(zhǎng)期的增加購(gòu)買(mǎi)意愿的效果FMCGcampaignsthatutilizedacharity/donationmessagescoredwellonadawareness/persuasionDove'Evolution'campaignhasreceivedwellover6millionhitsandtophonorsonYouTube……while'Daughters'hasgeneratedonlyhalfamillionviews.Why?CaseStudyNo.10+讓視頻廣告產(chǎn)生病毒效應(yīng)兩支視頻都有可能成為病毒視頻，但是…VideoAverage21%Yes'Evolution'%'Daughters'%(123)

A(113)BYoumustwatchitwithyourdaughter!!!It'sacoolad,youshouldcheckitout.VirallQ:Ifyousawthiscommercialonline,wouldyousendittosomeonesotheycouldwatchit?Link?CaseStudy“進(jìn)化篇”在內(nèi)容方面更加出其不意，因此更有優(yōu)勢(shì)EmotionFeltMost

lQ:Whichoneoftheseemotionsdidyoufeelthemostwhenyouwatchedthisad?

Base:Totalsample(123)

A(113)B'Evolution'%'Daughters'%SurprisedInspiredAttractedContentedSadConfidentProudAnnoyedDisappointedUnimpressedExcitedGuiltyAffectionateInadequateBA(73ads)60VideoNorm%71791449252136142CaseStudyEvolutionofDance:88MCadbury’sGorilla:6MCoke/Mentos:47MNikeRonaldinho:23MDoveRealBeauty:15MVideolearningsBrandsaretryingtolearn.從廣為傳播的視頻中學(xué)習(xí)如何讓網(wǎng)絡(luò)廣告成為病毒視頻SmirnoffTeaPartay:5M140最好的病毒視頻至少要在以下四項(xiàng)之一有突出表現(xiàn)LinkTMpre-testscoresindexedonaverageofalladsresearched140127112105S-Suprise200808026080E-edgy16613455162214L-laugh131146146169177ForwardOnBudLight

MagicFridgeIkea

PigChaseDCShoe

B.BallCarlton

BigAdBCL

Cheering

WorksNNNYNS–sexualcontent**-subjectivejudgementCaseStudies優(yōu)化網(wǎng)絡(luò)廣告創(chuàng)意的十大法則ShowbrandprominentlyonallframesoftheadWithintheFMCGindustry:Ensurethattheparentbrandlogodoesnotovershadowthenewproduct/extensionWithintheAutomotiveindustry:TheparentbrandlogodoesnotcompetewithattentionorovershadowsthenewvehiclenameCo-brandedautoadsunderperformonadawarenessandintent;Co-brandingcanmakeitdifficultfortheadvertisementtobemorealignedwiththebrand;whenutilizingco-brandedsponsorshipsensurethateachbrandhasitsownmomentofclarityandonedoesnotovershadowtheotherEachframeofadshouldbeabletostandonitsown“Reveal”adsarealmostalwaysineffective;

thisisseenacrossallindustriesasakeycomponentthatdifferentiatesbestandworstcampaignperformersInreviewingthousandsofonlinecreative,revealadshaveconsistentlyworkedpoorlyacrossindustriesThereareafewexceptions:VideoadsaremuchmorelikelytosucceedinthisbutstillriskyAdswithhighentertainmentorcomedicvaluecanbeeffective

優(yōu)化網(wǎng)絡(luò)廣告創(chuàng)意的十大法則KeepthemessagingverysimpleWithinFinancialServices

campaigns,adsthatwereclutteredwithheavycopy/texttendtounderperformonadawareness/memorabilityWithinthePharmaceuticalindustry,formatsthatallowuserstorolloverorscrolldowntoseelegalinfo(notconveyedclutteredinframe)performbetteronawarenessDon’tmakepeopleworkforthemessage

Acrossindustries,revealformatofthekeymessagingledtopoorperformanceIfyourgoalispersuasionratherthanawareness,becarefulnottoannoythesitevisitorBothtopandbottomperformingcampaignsincludedaproductshotandhumanformintheadHumanpresenceappearstobeakeyfactorofsuccess,wherecopyistypicallyusedmoreoftenRelevanthumanimagerycanbeparticularlyimportantfortargetedindustries(babycare,pet)Alsoensurethatbrandingdoesnotonlyappearwithintheproductshot,thisisparticularlyimportantfortheFMCG

industry

IntegrateonlinecreativeconceptswithofflineUsecreativeelementsthatareconsistentwithofflineads

Trytoavoid“border”ads–adsizesthatframethecontentofawebpageTheytrainsitevisitorstofocusonthecenterofthepageandtuneoutadsRectangleadsizesdonotframecontentandaretherefore,morenoticeableCoupons/freetrialoffersdidnotdifferentiateperformanceonawareness/persuasionFMCGcampaignsthatutilizedacharity/donationmessagescoredwellonbothawarenessandpersuasion優(yōu)化網(wǎng)