David Poltrack, Chief Research Officer, CBS
Corporation and President of CBS VISION, is on a mission to demonstrate the
value of television in the cross platform universe. For the past two years, he
has been concentrating on proving out the value of television for advertisers
through its delivery of high
reach, in an engaging environment, close to a purchase occasion.
“We saw,
after the recession, that advertisers were cutting back on their advertising
budgets, moving money from one medium to another, seeking cheaper alternatives while
foregoing reach, the
foundation of advertising effectiveness,” Poltrack explained. “Our
research told us that this strategy has been undermining the performance of
television advertising for many advertisers so we developed new single source
research programs to demonstrate how to harness the full effectiveness of TV,”
he added.
Campaign Performance Audit
The result was the Campaign Performance Audit
which was presented first at the ARF in 2014 and has five components – 1. Test Your Message, 2. Maximize your weekly
reach, 3. Get the most out of recency, 4. Precisely target your potential
customers and 5. Consider context. “Our original research developed normative
information on how to design and execute the best TV campaign possible
(Steps2-4). The first major research focused on long term vs short term
advertising effects. What we found reconfirmed the finding from the seminal
1989 How Advertising Works study that the long term effect from
advertising doubled the short term effect,” he said, “We confirmed this with the
now-available Nielsen Catalina Solutions (NCS) single source measurement tools. In fact, our
research showed that the long term impact was often more than double the
short term impact.” In 2015, this CBS/NCS study was published
in the Journal of Advertising Research and won the award for the best paper in
that publication that year.
The Importance of Reach and Recency
In 2015, Poltrack concentrated on the impact
of effective reach and recency. “Reach is the most important component of TV
advertising,” he informed, “And when advertisers ceased focusing on reach, when
they cut their TV budgets and bought less premium inventory, the results of
their campaigns were sub-optimized because they reached fewer people. Overall,
this less effective use of television advertising, resulted is less sales.”
Also in 2015, Poltrack released the results of a study on recency. “The effect
of exposure of a TV ad was found to be most pronounced in the first 48 hours after
exposure.” he noted.
The Importance of Great Creative
In early 2016, CBS together with NCS explored
the new paradigm of purchase driven TV campaign planning thereby expanding the
knowledge base for advertisers.
“The next step for us to address is the
impact of the quality of creative, Step 1 in the CPA program. Good creative
works across all types of media while poor creative makes it difficult to get any
significant return on the campaign. We wanted to find out how we could use all
of the new ad effectiveness measurement tools to assure the advertisers that
their campaigns contain the strong creative elements required to deliver strong
positive campaign results. We
focused on neural measurements across a large number of campaigns and examined
the performance of the ads against these measures in relation to the ad
campaign ROI,” explained Poltrack. What he found was a significant
relationship between these pre-test measures and the campaign return across all
platforms. So it is now possible to predict the return from an ad campaign
through the pre-testing of the quality of your creative before you start your
campaign.
What is
Great Creative? Attend the ARF and Find Out
Poltrack summed it up by saying, “We first
set out to measure TV’s effectiveness in providing advertisers with strong ROI.
Then we needed to measure the creative – the campaign will only be as good as
the quality of the creative. You must have the right message and good
communication. And you can test before to see the effect. We can answer how
effective your ad will be in getting positive returns even before the campaign
is launched, not just for TV but also cross platforms. This is what we will be
presenting with NCS at the ARF Measurement Conference on Monday, June 13,
2016.”
It is an event not to be missed.
This article first appeared in www.MediaBizBloggers.com
No comments:
Post a Comment