Stretching the Life of TV ads
Erik Ramirez@ramirez_erik
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Back to ‘take (the) Control’More info in the ‘Notes’ section
• Wear-IN vs. Wear-DOWN vs. Wear-OUT• Getting through consumer’s filter• Let’s take (the) control!
– TOP QUALITY– VERSIONS– AIRING– RE-EDITING
IN vs. DOWN vs. OUT• Wear-IN: The copy gets traction and business building
rate positive and increasing• Wear-DOWN: Copy’s business building capacity starts to
decay but still positive• Wear-OUT: The copy no longer builds the business
Cumulative GRPs
Bu
sin
ess
bu
ild
ing
Tipping point
SaturationPoint
Productive Life Wear-OutWear-In
Ad’s appeal fades away…
How to get its MOJO back?
Getting through Consumer’s filter
Consumers filter commercial impacts by prioritizing those
PERCEIVED as ‘new’.
It’s all about bringing ENOUGH NEWS while remaining FAMILIAR.
Let’s take (the) control!
1. TOP QUALITY
2. VERSIONS
3. AIRING
4. RE-EDITING
1. TOP QUALITY
Quality is directly correlated to TVC original longevity.
‘Above average’ copies can support larger number of GRPs before wear-down appears.
Cumulative GRPs
Bu
sin
es
s b
uil
din
g
‘Above average’ vs. ‘Average’‘Above average’ copies wear-down slower than
‘Average’ copies
Above Average
Average
Cumulative GRPs
Bu
sin
es
s b
uil
din
g
Productive Life Wear-OutWear-In
Tipping point
SaturationPoint
Tipping pointSaturation
Point
Cumulative GRPs / Time
Bu
sin
es
s b
uil
din
g /
CE
I /
TP
M
New initiative coming but TVC not ready?
New initiative
Old copy might be aired for a bit longer!
Window
Is copy Wearing down?
Air copy for ~1,500GRPsNO
Air alternative copy with the highest CEI score
YES
Is the reduced CEI of the worn-downcopy better than the CEI score for
alternative copies?
Air worn-down copy for an additional 1,000 GRPs
Calculate expected CEI taking into account Wear-down levels
Decide when to put an alternative copy on air
by determining the point at which the alternative copy is
more likely to achieve a better volume
response than the worn out copy. The
Wear-out point can be determined based on P&G recommended range and historical
MMM measurement.
NO
YES
Thinking of changing copies already?
How to ensure great quality? Ad 2.0 drivers
Engagingness
Is the dramatic effect strong? Does it catch your attention from the beginning? Yes or NoDid you find the ad rewarding to watch (interesting or engaging)? Yes or NoClarityIs the benefit clearly communicated? Yes or NoIs the RTB clear and credible? Yes or NoIs the flow of the execution clear? Yes or NoIs the audio/video syncronized? Yes or NoIs the dramatic focus on the benefit? Yes or NoDo you clearly visualize and mention the brand/collection/variant you want to measure in adv.2.0
Yes or No
Distinctivity
Is the benefit visualized in a distinctive way vs. latest messages in market?Excellent
GoodPoor
Is the RTB visualized and mentioned distinctively? Yes or NoIs the Communication Idea distinctive? Yes or NoAdditional Brand ChecksDoes the ad effectively translate the key drivers of the concept? Yes or No
Is the ad consistent with the look, tone, feel, character of the brand equity?Yes or No
2. VERSIONS
1 Big Comm. Idea Multiple Versions
Noticeably different but consistent with core idea and brand equity.
NEW Thinking
OLD Thinking
TVC v.1
TVC v.2
TVC v.3
TVC
-Sufficiency-Flighting
-Time on air-Tags-Pool outs
-Celebrity / Endorsers
-Catchy intros
Comm. Idea Generation
Production Post-production
Testing Airing
-Sufficiency-Flighting
-Dual airing-Copy
rotation-Time on air
Re-editing / Re-shooting
$$ $
$
$
1 2 3 4 5
1
2$
3 4 5
6 78
Versions vs. Single copy vs. MultipleDeveloping VERSIONS
upfrontSingle copy –
RE-EDITED afterwardsDeveloping MULTIPLE
INDIVIDUAL copies
1. Comm. Idea generation
2. Production / copy ($)
3. Post-prod / copy ($)
4. Re-shooting ($) NA NA
5. Re-editing ($) NA NA
6. Testing ($)
7. Airing options
Some examples
• Modular structure:
• DGI* Campaign:
• Sketches Campaign:
*DGI: Digitally Generated Images
Sensitive Pro-Relief ToothpasteSept 2009
May 2010
Jan 2011
Mar 2012
Colgate Pro-relief 2010 UK: http://www.youtube.com/watch?v=AxVnNIY4ppkColgate Pro-relief March 2012 UK: http://www.youtube.com/watch?feature=player_embedded&v=goX9yDn5PeUColgate Pro-relief April 2012 Challenge UK: http://www.youtube.com/watch?v=gkhxJ1kkbSwColgate Pro-Relief 2012 Australia: http://www.colgatesensitiveprorelief.com.au/commercials
Modular format Case study
The scenes highlighted in yellow were re-used from previous years
How do they do it?
What they do:• Leverage 1 Big Idea for more than 4 years• Re-use footage over the years
How they do it:• Stick to similar Look&Feel consistent to brand equity • TVCs in ‘Modular’ format: Elements (scenes) that can be
interchanged (i.e. Intro + Interviews + Demo + Closing)
• Plan production and postpro with ‘versions’ mentality
DGI campaign Case study
ECI 100% Financiacion Laptop: http://www.youtube.com/watch?v=JVfB-PxEd_c&list=PLS3RmFpAoDeJQz3caW5l3fRcKPVxqSgLaECI 100% Financiacion PS3: http://www.youtube.com/watch?v=iQAVXcPkJQk&list=PLS3RmFpAoDeJQz3caW5l3fRcKPVxqSgLa
‘100% financiacion’ campaign
Intro Hero prod. Closing
How do they do it?
What they do:• Year long campaign under same Big Idea• Simple and cheap production based on DGI*• Easily adaptable creativities to hero different skus
How they do it:• Stick to similar Look&Feel consistent to brand equity • DGI background that includes a frame to insert hero• 5-6 different intros + new product + same closing
*DGI: Digitally Generated Images
‘Low Cost’ campaign
Version Closing Tag
Sketches campaign Case study
Linea Directa 2012 and 2013 campaigns (Check playlist): http://www.youtube.com/watch?v=kI1oK0j_MgM&list=PL58EA2F5A59D621D8
How do they do it?
What they do:• Year long campaign under same Big Idea• Simple and ‘low cost’ production in line with service
benefit• Service announced at the end always in the same wayHow they do it:• Stick to similar Look&Feel consistent to brand equity • 10 different versions + same closing (service message)
3. AIRING
Always leverage robust MMM
learnings when developing Media Plans and airing
patterns
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W160
50
100
150
200Optimized Laydown
Raw GRP
TV G
RP
LifeROI
Sufficiency: Air AT weekly optimal levels; going above this threshold will not only translate into diminishing returns (ROI decreases) but will definitely shorten the life of TVCs.
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
0
50
100
150
200Current Laydown
Raw GRP
TV G
RP
LifeROI
Making Orange Juice - Flowchart
Copy test
CEI:130 - 139
1
MMM
Optimal weekly116 GRP/week
2
Max Time on air before wear-out
3
22 weeks
IPSOS/ARS wear-out guidelines
# Total GRPs:2,200 GRPs
Flighting
4
19 weeks
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W160
200
400
600
800
1000
Current Flighting patternEffective GRP Raw GRP
TV G
RP
Flighting: Different patterns of intensity allow to prolong life while still protecting ROI. An interesting option might lie on matching ‘on air’ periods with category purchase cycles.
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W160
200400600800
1000
Optimized Flighting patternEffective GRP Raw GRP
TV G
RP
Dual airing: Air different versions of a TVC simultaneously in alternation during a given period. This can prevent reaching consumer saturation levels.
W1
W4
W7
W10
W13
W16
W19
W22
W25
W28
W31
W34
W37
0
100
200
300
400
500
600Single Copy Strategy
TV
TR
Ps
/ E
ffe
cti
ve
TV
TR
Ps
W1
W4
W7
W10
W13
W16
W19
W22
W25
W28
W31
W34
W37
0
100
200
300
400
500
600Dual Airing Strategy
TV
TR
Ps
/ E
ffe
cti
ve
TV
TR
Ps
Consumer saturation Consumer saturation
Copy rotation: Air different versions of a TVC sequentially, taking each off air before wear-out occurs to put it back on after a cycle.
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M160
200
400
600
800
1000
Copy rotation patternAdstock
TV G
RP
Version 1 Version 2
M1 M2 M3 M4 M5 M6 M7 M8 M9 M100
200400600800
100012001400
Time on airAdstock
TV G
RPTime on air: Independently of the GRP pressure, airing a copy non-stop for more than 6 months can cause a copy to wear-out. (TMG)
Consumer saturation
Seasonal copies and hiatus: A typical commercial cannot be expected to produce as much impact on the brand as when first introduced and wear-down will begin sooner.
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M160
100200300400500600700800900
Hiatus periodsAdstock
TV G
RP
Consumer saturation
4. RE-EDITING
If multiple VERSIONS not available…
Smart tweaks can refuel a worn down ad
Pool-outs: Re-edit the original execution with existing (or new) footage by rearranging sequences, changing voice over and sound mix (music, effects).
Background: Need to air Bank copy longer than planned. Challenge: If re-aired beyond the current planned GRPs (with absolutely no edits or changes) the Alldays bank 20” copy will have persuasion (TPM) index 53 (on average) vs. as new (as tested). CMK Reco: Follow a re-edit/ pool-out strategy to re-juice the ad.
Case study
INPUT: ORS test data/ assumptions CALCULATION: ARS wear-out OUTPUT: index, ORS notes
Copy Country Test data TPM GRPs aired/ planned(from T&Es)
Calculated TPM after wear out
Index Recommended GRP life (ORS diag)
Bank 20" Germany ORS Diag 12.0 1210 5.6 47 2400 - 2800
Bank 20" Austria as DE 12.0 898 6.8 57
Bank 20" Greece Take AVG 11.4 1304 5 44
Bank 20" UK ORS Diag 10.8 no airing na n/a due to B20 recall
Bank 20" Belgium North Take AVG 11.4 945 6.3 55
Bank 20" Belgium South Take AVG 11.4 967 6.2 54Bank 20" Switz (GER) Take AVG 11.4 1140 5.5 48Bank 20" Siwtz (FR) Take AVG 11.4 800 6.9 61Bank 20" Holland Take AVG 11.4 742 7.1 62
Average 53
Bank TVC Original
Bank TVC Revised
100
262
100195
100
261134
247
5 Signs -Complete
Herbal
5 Signs -Complete
Herbal + DDTag
Comp. Exp FruitExplosions
Comp. Exp FruitExplosions +
Raggi MBCI Tag
Complete 7 Complete 7 +DD Tag
Complete 7 +Extra Fresh Tag
Complete 7 +Valore Sicuro
MBCI Tag
Tags: Leverage tags to [1] increase volume responsiveness, [2] drive halo onto complementary businesses, [3] drive trade activity awareness, [4] drive credibility via endorsers.
TVC Testing Agencies DON’T believe that adding tags at the end of an advert is a good way to increase its longevity because in order to see the new tag, consumers are required to watch the first 20/25 seconds of an ad they have already started to ignore (IPSOS)
AZ Paste TV Volume Response IndexIncremental volume Index to Non-Tagged Copy
100158
100 100195 145
5 Signs -Complete
Herbal
5 Signs -CompleteHerbal +DD Tag
Comp. ExpFruit
Explosions
Comp. ExpFruit
Explosions+ Raggi
Complete 7 Complete 7+ DD Tag
Complete 7+ Extra
Fresh Tag
Complete 7+ ValoreSicuro
MBCI Tag
Franchise or MBCI tags work the best as they include the total
brand and increase halo
between lines.
AZ Paste TV ROI IndexNOS per €1 spent
New ‘news’ first: The decision to switch channels is made in milliseconds.
Test & Learn how to bring the news at the BEGINNING of the refreshed copy.
Lights, camera, ACTION!!1. Identify wear-out GRP ranges for different copy qualities in
your region/category and communicate these to media/agency/marketing so that we plan accordingly.
2. If we have business building copy on air help team understand how much longer can prolong before moving to new copy.
3. Partner with finance and leverage MSA loss analysis framework to identify developing multiple versions as a key way of reducing copy development costs.
4. Acknowledge that worn down copies can be re-juiced and reevaluate new life after the re-edit.
5. Overall use this is as yet another tool on how to drive fewer/bigger/better, sufficiency & not going dark principles
Thanks!
Erik Ramirez@ramirez_erik