Transcript most effective communication

Objectives
•
Improve the effectiveness of Outdoor advertising by optimising
the creative design of posters.
•
Develop creative guidelines
(a) Maximise number of people attracted to poster
(b) Ensure most effective communication of advertisers
message
•
Develop Group pre-test tool
– fast, actionable, global
Anatomy of a poster
Brand Logo
Headline effective
What is the most
executionKeyor
position
Visual
for each of the selected elements?
Product
Shot
Which combination makes for
Brand Logo
the most effective
poster?
Copy text
Quick, Affordable and Global
Validated
Empirical
Flexible
Eye
Tracking


Attention
Tracking


Quick
Affordable
Global
One-on-one
intensive
Specialist
equipment
Software issues
X
X
X
On-line
Internet connection
Local respondents
Tailored software



Validating Attention Tracking
• On average the eye makes 2-3 fixations/sec
• Pilot study produced mean number of clicks/sec of 2.2
• Therefore clicking was spontaneous – impossible to disassociate
eye & mouse movements at this speed
• This means respondents followed visual attention with mouse
movements.
Test design
LOCAL ONLINE
PANEL
& Partners
SCREENING
WARM UP
CLICK TEST
Selection of 300
Respondents
Training
Posters &
Distractions
QUESTIONNAIRE
Recall, Understanding,
Communication.
Showreel
• Each respondent views a showreel
• Each image is displayed for 6 seconds
• Respondents see only 1 version of each test creative
• Attention-tracking followed by online recall questionnaire
Study Metrics
Areas of Interest (AOI’s)
• % people
= % Contact
• % share of clicks
= % Attention
• Time to contact
AOI’s
Poster
Headline
Product
Shot
•
•
•
•
•
Reach of AOI
Time spent on AOI
Time to 1st contact with poster
Scan paths of poster
Recall, Liking, Understanding,
Campaign communication.
Brand Logo
Why Pre-test?
•
•
•
•
•
•
Brand investment, not spend
Focus on advertising objectives
Be bold – good creative will perform well
Work within creative idea
Improve strengths of creative
Create an effective poster
• Not black or white, rather helpful shades of grey
Fast actionable Pre Testing
JCDecaux OCO removes main obstacles to pre-testing Outdoor
Problem
Solution
Lack of information on the latest
techniques, costs and benefits
Easy-to-use validated Attention Tracking
tool available for all JCDecaux clients
Long turnaround using more traditional
methods
OCO provides fast turnaround of 10
working days, with speed options of 6-8
days
Unwillingness to change creative idea
OCO involves manipulating elements of
creative design (logo, headline, visual,
etc), not changing the creative idea
Pulse on the Market
A recent poll was done among the JCDecaux Group:
• The majority of our respondents say Pre-Testing is well known in
their country, with industry people talking about it.
“Pre-testing is developing fast with more clients
asking for information”
“In a climate of ROI, pre-testing allows a more
informed approach to the communication process”
Maximising Creative Effectiveness
Objective Results from Online Panel
• Fast & reliable Outdoor creative
pre-testing
• Local online street scenes
• Local online respondents
• Maximum 10 - 12 working day
turnaround, from submission of
images to delivery of results
• Actionable insights
Attention Tracking Heat Map
Maximising Creative Effectiveness
Scanning path: individual
Heat movie: combined attention
Case Studies
Global
Fast
Actionable