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Citroen Creative Benchmarking. May 2011. About Newspaper Creative Benchmarking. Newspaper Creative Benchmarking Methodology. Dedicated methodology, designed to Measure the effectiveness of newspaper creative Provide an understanding how to use the newspaper medium more effectively - PowerPoint PPT Presentation
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CitroenCreative Benchmarking
May 2011
About Newspaper Creative Benchmarking
Newspaper Creative Benchmarking Methodology
• Dedicated methodology, designed to– Measure the effectiveness of newspaper creative – Provide an understanding how to use the newspaper medium
more effectively
• 330 ads tested to date as at March 2011• Commissioned by The Newspaper Works• Conducted online by Ipsos Media CT • 100+ observations per ad• Ads presented in situ on the newspaper page, then full
screen• Results benchmarked to All Newspaper norm and/or
category averages
3
The Newspaper Works’ effectiveness partner:
Automotive benchmarking
• 55 automotive ads tested to date as at March 2011– 30 ads in automotive study– 25 ads in monthly benchmarking
• 5,500+ ad observations in total• Ads selected by The Newspaper Works• Skew towards manufacturer ads so Automotive Average is
not a true norm• Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011
4
The Newspaper Works’ effectiveness partner:
Proprietary newspaper measures
The Newspaper Works’ effectiveness partner:
Ad Recognition
Brand Linkage
Message Comprehension *
Brand Equity Impact
Role Map
Action Map *
Newspaper Creative Diagnostics
Automotive Ad Diagnostics
Newspaper Creative Benchmarking MeasuresSee Appendix for more detail
* Available for ads tested since March 2010
Recognised industry measures
The Automotive Averagevs the All Newspaper Norm
Top Line Measures
7
All Newspaper Norm
Automotive Average
Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative
Brand Equity ImpactHow the ad influenced perceptions of the brand
8
Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.
All Newspaper Norm
Automotive Average
9
Role Map demonstrates how people respond to and interpret newspaper ads
The automotive ads tested show a skew towards Affinity and Reappraisal.
10
All Newspaper Norm
Automotive Average
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature
NEGATIVE POSITIVE
CitroenResults
12
CitroenC3SydneyProspective & recent car buyers, n=98Tested: June 2009
Citroen: top line measures
13
Recognition can be influenced by timing of research and weight of campaign. However, interest is almost significantly up on the Auto and NP norms.
All NP Norm
Auto Average
C3
Caution: Small sample size. Caution: Small sample size.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of researchNote: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research
Brand equity impact:How the ad influenced perceptions of the brand
14
Creative delivered well on all equity measures with differentiation significantly up on norm
Across the survey we see that creative differentiationis correlated to higher levels of emotional engagement
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Auto Average
C3
Newspaper Auto diagnostics
15
Very positive scores against the auto diagnostics. With all up vs norms and two significantly high
Although the potential lifestyle score is very high, it doesn’t convert fully into ‘seeing myself driving’
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Auto Average
C3
Emotional connection: CitroenAn overall measure of how the ad engages on an emotional level
16
Strong emotional connection, more than double the Average.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement:
•Makes it look like a car you’d be proud to own
•It’s an exciting car ad
•Helps me see what kind of lifestyle the car could open up for me
•I can see myself driving that car
Auto Average
C3
Citroen is delivering high scores on lifestyle and excitement.
17
+1.8x higher (see myself driving the car )
+2.9 higher
(an exciting car ad)
18
Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
High interest score possibly reflected in very strong image scores. Interestingly, this is one of the few ads that delivers on image and clarity of features - arguably due to inset images
NEGATIVE POSITIVEAll NP Norm
Auto Average
C3
Interesting and different ads act as a catalyst for emotional engagement
19
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Creative is above Norm for both interest and difference
Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad.
Min
Sur
vey
Sco
re =
22
NP
Nor
m =
34
Aut
o A
vera
ge =
33
Max
Sur
vey
Sco
re 6
0
Min
Sur
vey
Sco
re =
13
NP
Nor
m =
25
Aut
o A
vera
ge =
20
Max
Sur
vey
Sco
re 6
4
=44
=43
20
Role Map demonstrates how people respond and interpret newspaper ads
All NP Norm
Auto Average
C3
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
Emotional engagement manifests in significantly higher levels of affinity and reappraisal.
Best performing ads on Role Map from Automotive survey
21
3.3x Higher than
average
2.9x Higher than
average
2.3x Higher than
average
2.1x Higher than
average
8.0x Higher than
average
2.4x Higher than
average
The Affinity comparison
22
As at March 2011 (updated monthly). 55 automotive ads tested to date.
The highest scoring ads on Affinity feature vibrant visuals.
The Reappraisal comparison
23
As at March 2011 (updated monthly). 55 automotive ads tested to date.
The three highest scoring ads on Reappraisal featured environmental messages.
The Information comparison
24
As at March 2011 (updated monthly). 55 automotive ads tested to date.
Clear communication of features and model range can both result in strong Information scores.
The Call to Action comparison
25
As at March 2011 (updated monthly). 55 automotive ads tested to date.
A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.
The Public Agenda comparison
26
As at March 2011 (updated monthly). 55 automotive ads tested to date.
Ads scoring highly on public agenda feature environmental and/or safety messages.
The Extension comparison
27
As at March 2011 (updated monthly). 55 automotive ads tested to date.
High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.
More on how newspapers and TV can work harder together
28
3 ads that work well with TV
29
Hybrid Camry SydneyAll adults 16+FPCTested: March 2010
Fiesta SydneyAll adults 16+FPCTested: July 2010
SkodaBrisbaneProspective & recent car buyersHPTested: June 2009
30
Role Map demonstrates how people respond and interpret newspaper ads
All NP Norm
Auto Average
Delivering strong emotional connection as witnessed byhigh Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey.
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
31
Role Map demonstrates how people respond and interpret newspaper ads
*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers
All NP Norm
Auto Average
A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action.
Camry
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I
32
Role Map demonstrates how people respond and interpret newspaper ads
Fiesta*
*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers
All NP Norm
Auto Average
A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure
Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I