Copyright 2017 lamb research. Make your ad 2 second ready

Transcription

1 Make your ad 2 second ready

2 From reach to impact...

3 2-way approach Methodology Testresults Primer From the psychology: An implicit memory effect in which exposure to one stimulus influences the response to another stimulus, without conscious guidance or intention. To form a bases: A first coat or layer of paint, size, given to any surface as a base, sealer, or the like

4 2-way implementation Methodology Differences in test results can only be explained by priming effects of the test stimuli. We measure instinctive reactions with no bias by social desirable answers and/or memory. Test results Primer Our test results guarantee that your ad will stick in the media more, with higher ROI in the crucial first process. Or like Bill Bernbach quoted: If your advertising goes unnoticed everything else is academic.

5 New media challenges

6 Increasing fragmentation Proctor & Gamble: Average viewing time of online videos is only 1,7 second, only 20% of the ads are noticed longer than 2 seconds. XS4ALL: We discovered that smaller banner sizes don t deliver the desired impact

7 Don t overestimate the willingness to receive

8 Shorter attention span We have an attention span of a goldfish (8 seconds)

9 Bias of memory

10 How to create impact in the crucial first 2 seconds?

11 Measuring what sticks

12 EYETRACKING RESEARCH SET-UP Respondents are invited to scan different exposures online if they agree to use their webcam. Unless specific requests, respondents are randomly selected. Specific requests on samples are possible. After calibration, respondents scan adverts in a reel with randomized surroundings. Surrounding is dependent on type of media and size of the advert. After observations per ad, the fieldwork will be closed and eye- tracking data are aggregated into attention kpi s in comparison with the benchmark. Full report will be delivered the day after Copyright 2017 LAMB research

13 A few comparisons

14 Using contrast

15 Make it easy to understand Communicate fast

16 Make your brand noticed Make your brand noticed ORIGINAL MOCK-UP

17 Use the power of the visual Use the power of the visual

18 A good visual Attracts the attention in a fragmented surrounding communicates the message fast Does not contain too many elements Does contain a good routing and hierarchy Supports a good attention flow builds besides engagement relevancy and CTA

19 Online size does matter XS4ALL: We discovered that small banner sizes don t deliver the desired impact

20 Size does matter (measuring 3 different banner sizes)

21 (Online) size does matter Scores are based on averages 2 times more efficient 2 times more efficient

22 Size + creation does matter more Extra impact creation DELA Billboard 3 times more efficient (5 x higher engagement)

23 Optimizing the flow in video Proctor & Gamble: Average viewing time of online videos is only 1,7 second, only 20% of the ads are noticed longer than 2 seconds.

24 How to keep the audience in a flow... Make use of emotion... Do not emphasize the technique (ratio)... but show the result of the technique (proof/experience)... Show/ mention the brand early... without disrupting the storyline... Work towards a plot... Let the scenes follow fluently... So it can be followed in a passive modus

25 We deliver higher ROI Fast Efficient Actionable -Within 2 working days - Low cost from Self explaining reports - High opportunity to - Experienced consultant improve media ROI Creation 1 Media budget ,- Performance creation Level3: 40 Creation 2 Media budget ,- Performance creation Level3: 51 ROI: ROI: Higher ROI of

26 About PRIMER We are settled in Hilversum, close to media companies like Talpa, Mediamonks and RTL. Also nearby where once Verify was located. Verify was the first eye tracking research company (1997) who brought innovative eye tracking on media alive with large clients like Unilever, Government and Friesland Campina. Earlier employees of Verify decided to launch a more disruptive and more scalable eye tracking model in the international market and keep the Verify tradition alive. Contact: Martijn van Lambalgen martijn@primer-research.com