Презентация Kwendi Impact Meter (eng)

© Kwendi Impact Studies, 2011

KWENDI

Impact Metertm

Testing your ads right way


KWENDI Impact Studies

2

Testing TV shows, series and movies

Advertising testsTesting political

ads and speechesMonthly Impact & Recall Rating

Ad hoc tests of video content to maximize its impact on viewers

Ad hoc tests for tracking audience perception of advertising materials and public speeches

to understand their impact on target audiences and improve mass communication

Monthly noticeabilitystudy to compare impact of ads and optimize media planning

Launched in 2009 in Kiev to test video and audio content for media and advertisers using

Impact Meter TM methodology, developed and patented by Kwendi group of experts

Used by all major Ukrainian TV holdings for product tests and by major international and

local advertisers in Russia and Ukraine for commercial tests

Basic products:


Ad Hoc Advertising tests

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© Kwendi Impact Studies, 2011 4

Communication Flow

Message

Creative

materials

production

Media

planning and

placement

Changing

consumers’

minds

Maximizing communication effect means

maximizing number of target consumers,

who notice, understand and remember

the message right way


Communication Flow – 2 Musts

Creative must be noticed,

understood and remembered

by the consumer

Media plans must account

for creative noticeability

against competition and

advertising clutter

Message

Creative

materials

production

Media

planning and

placement

Changing

consumers’

minds


Impact MeterTM – the solution

• Impact Meter is patented set of methodology, hardware and software that

allows to get detailed analysis of your creative materials impact on your target

consumers

– It is detailed enough to see practical ways to improve your commercial

– It gives you enough information that will help you understand how to

compare your media plan performance to ad clutter and to the competitive

noise

– It is fast and inexpensive, that makes it practical solution to address the

above issues


Impact MeterTM in brief

• Impact Meter is the next step in US-based Perception Analyzer methodology launched in 80s

– Widely used to test advertising, as well as public speeches, series and movies

• Impact Meter measures perception dynamically& individually:

– Every respondent watches the video individually on a notebook

– Immediate reaction is tracked 5 times per second by the device

– The respondent moves the rotator immediately when his attitude changes

• Impact meter allows to measure any bipolar

response – positive/negative emotions, trust or

distrust, high or low interest to the content


Advantages of Impact Meter

• Individual measurement

– Same as people consume media

– Free from group influence on individual respondent’s opinion

• Non-verbal data collection

– Respondent does not need to formulate his opinion in words

– No human moderator that can influence

• Tracking exact motivations

– Detailed comments on every scene based on response curve that

can clarify the reasons behind changing respondent’s mind

• Reaching client-specific target audiences

– Mobility of the technology allows to recruit precise target audiences

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Survey Flow

Screener Watching

video with

Impact

Meter rotator

Questionnaire ad recall, brand

recall, preference

and call to action

Watching

the ad with

Impact

Rating curveThe respondent

explains his

attitude scene

by scene

Additional

Questionsmotivation,

brand health

issues etc.

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34

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Results In Brief

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The Results

• Impact Meter test results are statistically valid data that describe

– Audience perception of the commercial second by second

– Detailed opinion of the audience on every scene

– Ad recall within the natural TV environment, against direct

competitors, as well as against ad clutter in general

– Preference of the ad compared to competitive environment

– Motivation and call to action drivers’ recall

– Recall of the main message and slogan

• The results are delivered in two weeks, and even faster in case of

urgency


Sample Data – per second Impact Curve of

TVC

-100

-80

-60

-40

-20

0

20

40

60

80

100

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0:0

.00

0:1

.60

0:3

.20

0:4

.80

0:6

.40

0:8

.00

0:9

.60

0:1

1.2

0

0:1

2.8

0

0:1

4.4

0

0:1

6.0

0

0:1

7.6

0

0:1

9.2

0

0:2

0.8

0

0:2

2.4

0

0:2

4.0

0

0:2

5.6

0

0:2

7.2

0

0:2

8.8

0

0:3

0.4

0

0:3

2.0

0

0:3

3.6

0

0:3

5.2

0

0:3

6.8

0

0:3

8.4

0

0:4

0.0

0

0:4

1.6

0

0:4

3.2

0

0:4

4.8

0

Позитивно

Умеренно позитивно

Нейтрально

Умеренно негативно

Негативно

Среднее

Null

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Instant Reaction

• Every time when respondent opinion concerning

material in test changes he/she changes device

rotator position

• In result – every detail in tested material is rated by

respondents

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This commercial you can watch here:http://www.youtube.com/watch?v=hxgrhovNNog

http://www.youtube.com/watch?v=hxgrhovNNog


Results Usage. Media

• At campaign planning process KWENDI Impact Meter results allow:

– to estimate noticeability of creative comparing with ad clutter and category

– to define main media benchmarks

– to correct SoV and effective reach goals

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– to modify campaign weights

– to choose optimal spot length


Results Usage. Creative (1)

• KWENDI Impact Meter gives the following important data:

– commercial perception dynamics

it’s possible to make commercial cut more effective basing on

research data

– commercial branding

share of people who not only remembered commercial but

remembered brand in it is important variable

– best TVC choice

audience opinion is the best solution when choosing commercial

version

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Results Usage. Creative (2)

• For one commercial in spot we make detailed questionnaire analysis which allows to:

– motives of respondent instant reaction on commercial

– attitude to characters

– message delivery effectiveness

– correspondence of commercial and product and influence of commercial on product perception

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Implications of Impact Meter Data

Creative Media

• Evaluating the effectiveness of the

commercial

• Editing the ad to strengthen it’s impact

on consumers

• Choosing the best versionof the

creative execution

• Checking compliance of adopted

creative to local consumer perception

• Choosing optimal TVC length

• Evaluating noticeability of your ad

versus competitive noise and ad clutter

• Setting precisely your SoV and

effective frequency targets

• Modifying your tactical planning –

optimising weekly weights and total

campaign weight


Impact Meter Advantages

• Impact Meter is the methodology that produces simple and

practical solutions, that lead to quantifiable improvements in your

communication

• Testing your ads using Impact Meter methodology will allow you

to:

– Maximize impact of your creative message

– Optimize your media budget and improve your media

benchmarking

– Increase effectiveness of your tactical media planning


Clients(non-confidential projects)


References From Our Clients

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1+1 TV channel

Kraft Foods Ukraine

Samsung Ukraine

Toyota Ukraine


Contacts

• We are happy to present you clients references, samples of data

and reports personally, and answer any additional questions:

– Yuri Vyrovoy, partner KWENDI Impact Studies

• e-mail: [email protected]

• mob: +38 050 358 14 81

– AndreyTaranov, partner KWENDI Impact Studies

• e-mail: [email protected]

• mob: +38 050 310 25 62

mailto:[email protected]




Publications

• Joint project with Focus magazine

– http://focus.ua/politics/36206

• Impact & Recall Rating on Sostav.ua

– http://www.sostav.ua/columns/2009/10/15/105/26194/

– http://www.sostav.ua/columns/2009/10/07/112/25891/

• Creative tests on Media Marketing Review

– http://mmr.net.ua/news/newsid/19301/index.html

• Reference from Toyota Marketing Director

– http://www.mediabusiness.com.ua/content/view/16105/125/lang,ru/

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http://focus.ua/politics/36206

http://www.sostav.ua/columns/2009/10/15/105/26194/



http://mmr.net.ua/news/newsid/19301/index.html

http://www.mediabusiness.com.ua/content/view/16105/125/lang,ru/


Thank You for your Attention!

Documents

Презентация Kwendi Impact Meter (eng)