Transcript How we thought of the brain And, How we now think of the brain

“The DVR is the 30sec advertisements
Best Friend”
Erik du Plessis
Chairman Millward Brown (SA)
Visiting Professor at Copenhagen Business School
Author The Advertised Mind
• The classic era of television advertising, with “soap
operas” supported by - products such as P&G’s
Tide, has gone the way of wringer washing
machines.
• The thirty-second commercial is still with us, but for
how long?
•
If classical advertising has gone the way of blackand-white television, what will replace it?
On what ‘research’ is this based?
• Research shows more people own DVR’s,
• Research shows the main advantage :
– I can FF through the ads!
• Therefore more people watch fewer ads
What real research of advertising
memories show
THE OBJECTIVE OF ADVERTISING
IS TO FORM MEMORIES
Only 40% of programs are
time shifted
MillwardBrown USA:
• 2 000 interviews conducted amongst adults 18-54
years of age
– 800 PVR owners; 1 200 non-PVR owners
PVR
Owners
%
Watch all or primarily at air time
61
Watch all or primarily as playback
39
On average,
across 25
primetime
programs, time
shifted viewing
occurs, but less
often than realtime viewing
Among viewers of prime time network
programming,
ad recall and ad recognition do not differ
between PVR owners and non-PVR owners
Total Average
Across Categories
*
Ad Recall
(Aware of TV Advertising for Specific Brands)
Prompted Ad Recognition*
(Recognized Ads Based Upon 6 Unbranded Ad
Frames)
Movie Average
*
Ad Recall
(Aware of TV Advertising for Specific Brands)
DVR
Owners
%
Non-DVR
Owners
%
Index of
DVR Owners Against
Non-DVR Owners
43
42
102
44
43
102
DVR
Owners
%
32
Non-DVR
Owners
%
30
Index of
DVR Owners Against
Non-DVR Owners
Ad Recall results for the respective 16 brands based among those asked
the category. Average Base: PVR owner 400; Non-PVR owner 600.
Results then aggregated to create an average score.
•There are no significant differences between PVR owners
and non-PVR owners for the 16 individual brands.
Ad Recognition results for each of the 16 ads based upon those asked
about the ad. Average Base: PVR owners 100; non-PVR owners 150.
•There are no significant differences between PVR owners
and non-PVR owners except for one ad which has
significantly higher recognition among PVR owners.
Fast Food
Restaurants
Ad Recall*
107
(Aware of TV Advertising for Specific Brands)
Prompted Ad Recognition*
Prompted Ad Recognition
*
(Recognized Ads Based Upon 6 Unbranded Ad
Frames)
Car Averages
Ad Recall*
(Aware of TV Advertising for Specific Brands)
Prompted Ad Recognition*
(Recognized Ads Based Upon 6 Unbranded Ad
Frames)
50
DVR
Owners
%
47
Non-DVR
Owners
%
106
Index of
DVR Owners Against
Non-DVR Owners
41
38
108
27
25
108
(Recognized Ads Based Upon 6 Unbranded Ad
Frames)
Cell Phones
Average
Ad Recall*
(Aware of TV Advertising for Specific Brands)
Prompted Ad Recognition*
(Recognized Ads Based Upon 6 Unbranded Ad
Frames)
DVR
Owners
%
Non-DVR
Owners
%
Index of
DVR Owners Against
Non-DVR Owners
45
46
98
49
46
107
DVR
Owners
%
Non-DVR
Owners
%
Index of
DVR Owners Against
Non-DVR Owners
53
53
100
49
52
94
Why are the empirical results of advertising memories
not the same as what the QED predicted?
Do NOT Confuse
Low Attention Processing
With
Advertising Avoidance
TO FAST-FORWARD YOU MUST GIVE ATTENTION!
When to start,
When to stop,
I.E. THE WHOLE BREAK!!!
Here are 10 logos/packs,
th
each for 2/10 of a second
Make a tick if you recognize it,
READY?
This experiment lasted
10 seconds
1/3rd OF A 30sec. AD!!
The brands were only on the screen
for 2 seconds in total
Can you remember some?
BUT,
BRANDS ARE DESIGNED TO
BE RECOGNISED
Here are pictures you have never
seen,
SHOUT whether it is a
CAT or DOG
You even shouted BEAR,
not part of the task
RE+COGNITION means:
You RE+COGNISED
things that you know
Experiment:
•
•
•
•
•
64 people,
In cinema – I.e. TOTAL ATTENTION
A recorded DVR advertising break
At 4 times normal speed (Double, Double)
Question:
– Which advertisements can you remember?
– Have you seen it before?
– How much do you like them?
TEST MATERIAL
7 ads in 30 seconds!
A time saving of 3 minutes!
How much
Did the Advertisers lose?
Chart 5: PVR Fast Forwarded Show reel (Digital quality)
100
90
80
Percentage
70
60
50
40
30
20
10
0
Cadbury
Clairol
Coke Light
Johnston
Order of Presentation
seen before
not seen
Polka
Stanlib
Wimpy
OTHER EMPIRICAL
ADVERTISING MEMORY RESEARCH
SUGGESTS THAT
‘IF
SEEN BEFORE,
FF’d ADS ARE AS EFFECTIVE
AS NORMAL ADS’
IMPLICATION
for LIFE WITH DVRs
SCHEDULE AN ADVERTISEMENT SO THAT
WHEN SEEN FF’d
IT HAS BEEN MEMORIZED BEFORE!
I.e. RE+COGNISED
EASY: 60% OF PROGRAMS ARE NOT FF’D
NEED METRIC OF AD-MEMORY
BEFORE
SWITCHING THE MEDIA SCHEDULE,
Else RE+COGNITION
is less likely to happen!
But,
do you get the same
‘emotional’
value from a
fast-forwarded
advertisement?
We asked them to tell us how
much they liked the ad
Chart 6: Comparison of ad-liking measured in theatre and in ADTRACK system
10
9
8
7
6
5
4
3
2
1
Khula
Joko
SuperM
KFC
VW
Oude
Meester
Outsurance
Theatre liking
Cadbury
Clairol
Adtrack Liking
Coke Light
Johnston
Polka
Stanlib
Wimpy
Why would a
ff’d RE+COGNISED AD
Have the same
EMOTIONAL VALUE?
Nuerology tells us:
PART OF THE INTERPRETATION OF
WHAT WE SEE,
IS HOW WE FEEL ABOUT IT!
REMEMBER
• DVRs allow people to time shift programs, (Consumer Benefit)
• I.e. watch programs they could not before, and thereby increase
audiences, (Advertiser/Consumer Benefit)
• At a time when no-one disturbs them, (Advertiser/Consumer Benefit)
• They can give attention, (Advertiser/Consumer Benefit)
• They can watch a 30min. program in 20min., (Consumer Benefit)
• So they can watch a lot more TV, again increasing the audience
(Advertiser/Consumer Benefit)
• AND, they give quality attention when they FF’d (Advertiser Benefit)
THANK YOU
for your ATTENTION
A longer version is on my website
www.erikdup.com