Transcript March 2012 Creative Benchmarking - Oral B

Newspaper Creative
Benchmark Report
Oral B
March 2012
It’s a component of the Newspaper Effectiveness Metric which is run by the
newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
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To measure and identify the effectiveness of newspaper creative
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To help improve understanding of how to use newspapers effectively
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To improve the understanding of the roles newspaper advertising can play
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To improve the standard of newspaper creative
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To provide a consistent metric that is accepted as the industry standard
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
+
Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 101
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Test market: Melbourne
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Fieldwork: 9th-19th March 2012
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms
(see appendix for details)
Branded Newspaper
Benchmarks
Newspaper Norm
Respondents found this ad appealing across all positive creative diagnostics, scoring the ad
above Norms for statements such as “has a great photo/image” and “Catches my eye”
Branding removed
+13
Newspaper Norm
Brand linkage n= 26
Significantly
different to
Newspaper
Norm at 90%
c.l.
Ad recognition is very high which may be a function of the consumer
recognition of the long running campaign.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
Respondents found the ad to be aiding in familiarity/understanding, as well as
appropriate and differentiating, awarding the ad higher scores than newspaper
norms for these equity measures.
While 22 % (bottom 2 boxes)
comprehended specific messaging
components from the ad, 92% were
able to position it within the right
category and brand references.
What did the respondents think about the
link between the ad and Valentine’s Day?
Overwhelmingly linked to long time TV campaign.
Mostly positive and a few negative comments
about the ‘shirtless, faceless dentist’
It's clear in its intent as
to what it is about. Not
much jargon, clear and
precise written wording.
It's clever. Simple and
eye catching and can
relate to the tie in with
the older ad campaigns.
The dentist is shirtless. It would
probably encourage some people
to want to go and see the
dentist!
Clever to link to old ad
of 'Rob' the dentist.
It has a familiarity
about it which is nice.
I don’t find this ad particularly
interesting and I would not take any
notice for things such as toothbrushes.
I prefer to compare products in store
It probably resonates
more with older folks like
me who remember the
original ad years ago.
Respondents played back a combination of the ad’s main message, as well as recognition of
‘Rob the Dentist’
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This had has achieved significantly high scores against Extension on the
newspaper advertising RoleMap. It has also performed well at
generating Affinity and delivering Information.
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
Actions related to purchase intentions such as “Buy/Try product” and “Visit store/Look out for”
achieved strong scores on the ActionMap as well as “Remember for Later” which is an important
component in generating long term message awareness.
Comparison with
other ads
Comparison with Colgate Ads We’ve Tested
Tested July 2009
Tested September 2010
Tested August 2010
Different messages, different RoleMaps
The three ads we’ve previously tested for Colgate, while all different, are all successful in achieving
results that are significantly greater than Newspaper Norms. In particular they do well at delivery of
Information and generating a Call to Action, alongside extension of their significant TV presence.
Top 5 Advertisers who’ve optimised their TV
campaigns by including newspapers*
“This newspaper ad reminds me of the TV advertising”
50
50
48
47
47
This ad from Oral B is now #3 within our 420+ ad database for generating campaign extension via
newspapers. Given the enormous volume advertisers such as these advertisers place on television,
this is an excellent result that reflects a strong and effective media mix.
* Tested since 2008 excluding Govt. and State only ads
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Testing determined that this ad from Oral B evoked strong memories of the iconic ‘Rob
the Dentist’ campaign
Verbatims showed a highly positive connection to ‘Rob the Dentist’
The creative was received positively by respondents, achieving strong scores for
diagnostics such as ‘Catches my eye’ and ‘Makes it easy to see what’s on offer’
The ad achieved very significant scores for generating brand Extension off the back of
the long term TV strategy
As a result, purchase intention demonstrated via ActionMap were higher than Norms with
respondents especially committing to ‘Remember for later’ which is a key benefit for long
term brand saliene.
This ad is a good example of a challenger brand in the Oral Care category, playing to it’s
brand strengths and increasing relevance in a newspaper media environment.
Top Performers on
Rolemap
6.2x
5x
2.4x
2.9x
8.0x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. February 2011 (Updated monthly)
• Established in 2006 by the major Australian newspaper publishers:
– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:
– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a
transforming media landscape
Creation of All Newspaper norms
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Testing of randomly selected newspaper display ads
5,100 ad observations in total
40 test ads, 100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August 2008
Sample size 1,737
Newspapers are a powerful medium
to utilise across a broad range of
strategic roles.
Six strategic advertising roles have
been validated both qualitatively
and quantitatively, resulting in the
creation of Role Map, one of two
proprietary newspaper metrics.
Role Map demonstrates how
consumers connect with newspaper
advertising across the six roles,
comparing the performance of
creative against a footprint of all ads
tested.
Statements are tailored to be appropriate to the
advertising category.
Retail average
Newspapers are recognised as
an effective medium for
delivering a Call to Action.
Action Map, the third
proprietary newspaper metric,
expands on this strategic role to
provide an understanding of the
types of action a newspaper ad
inspires.
Measured via forced exposure,
people are asked about the
actions they would consider
taking (or have taken) as a result
of seeing the ad.
New measure introduced in March 2010, norm
not yet available.
Another proprietary newspaper
metric provides a set of creative
diagnostics unique to the
attributes of newspaper
advertising. They’ve been
developed to help identify
areas for improvement where
results across other brand and
advertising measures may
require further analysis and
interrogation.
Statements are tailored to be appropriate to the advertising category.
Retail average