Disruptive CMO Marketing

Reach and Impact of media channels

There are various tools out there to measure how consumers are impacted by advertising messages in a broad array of communications channels that go well beyond traditional media like TV, radio, magazines and newspapers, including things like search, word-of-mount, public relations and the personal recommendations of friends, families, colleagues and even doctors.

What it shows is that many non-traditional media platforms have far more impact with consumers than the traditional ad-supported media, insights that could lead to profound shifts in media spending over time.
In fact, such personal experiences as "recommendations by friends/family," product sampling, coupons/promotions, professional recommendations, and examining products in stores, have significantly greater impact than any conventional media buys. The most powerful communications medium overall, , is print--albeit editorial content, not advertising. "Print articles" were deemed the most persuasive media channel, suggesting a bigger role for public relations in the future.
Television advertising ranks next, followed by in-store advertising, newspaper advertising, magazine advertising, company Web sites, online search, radio advertising and free customer magazines. Such traditional media as radio, outdoor, direct mail, cinema, branded Internet advertising, and transit ads ranked far lower in the study.

The problem is that a lot of high impact media vehicles have low reach. So the real question is how can we amplify these things?

 

From 5 to 90 seconds - what length works for TV advertising?

There are different lengths that are available for both TV as well as web placements.

Broadband sites typically prefer shorter formats but can go up to 30sec. Youtube and other non-paid formats are completely open to any length and allow even a 10min video to work. Often, creative considerations, not media purchasing power, become paramount in deciding how long a video should be.

On TV, the 30sec format is the norm, however 45 or 60sec formats are used as well as 15 sec. As GRPs are mathematically transformed longer formats can limit your reach. A weekly GRP of 75 for a 30sec translates to about 45 weekly GRP for a 45sec.

The case for longer format stories
- I have seen studies that see higher involvement scores for longer format ads. Longer ads tend to do better because they have more time and therefore have more to become involved in. Theoretically the same ad tested in a 45 second format and a 30 second format would score the same on Enjoyment, Branding and Ease of Understanding but the 45 second version would get higher Involvement. Also from an editing perspective, you don't have to cut every millisecond to cram the essentials of the story. A 45 or a 60 allows for more storytelling, more drama, better comprehension and increase product presence. However, if nothing compelling is provided with the extra seconds than it could diminish the end results.
- If an ad is on air longer, people should be more likely to notice it
- A longer ad has more time to integrate the brand into the story in a memorable way
- Longer ads communicate multiple messages more successfully than shorter ads
- Longer ads can support more complex situations, potentially improving involvement

The risks for longer format stories
- For weaker ads, extra length runs the risk of including more aspects to dislike
- Longer ads are generally a little more difficult to understand
- it is often tempting to develop more complex situations, which in weaker ads lack clarity

The case for :15, :10 or :5sec format stories
- :15s are roughly 80% as effective as :30s in generating attention
- :5s - You can now buy 5 second ads. This might be installed to counter the TIVO effect. It is difficult to fast forward that accurately to avoid seeing the 5 sec ad.

The risks of shorter format stories
- creatively it is a lot more challenging to portray a typical 3-act story with a beginning, drama development and conclusion in 15sec. It can only hit one point and does not allow for much story telling. So a major limitation is what is possible creatively. Very often, a 30sec is already very short and wonders are done in the editing room

Conclusion: Additional time length does not necessarily make for a stronger execution - harnessing this opportunity depends on the creative executions themselves

Best Character Based Advertising

Advertisers are spending more than ever on the broadcast and cable TV networks. Even though online advertising has been robust, it hasn't stopped advertisers from keeping the bulk of their budgets right on TV. So what makes for great TV advertising?

It is clear that advertising based on a recurring fictitious character can be very successful. Brand characters or archetypes provide strategic direction without inhibiting creativity. An archetype creates a visual image and that has an emotional impact. In addition, if they are recurring they become a branding devise.

Here are some of the recent favorites build around intriguing characters.

Old Spice | The Man Your Man Could Smell Like

Character: incredibly attractive guy who can rattle off clever dialogue with witty, over-the-top, shirtless swagger. He is so smooth, he can do all this in front of your eyes. Actor Isaiah Mustafa

 

The Most Interesting Man in the World - Dos Equis

Character: a suave 50-60 year-old man who is a cross between Ernest Hemingway, Bill Murray, Burt Reynolds and Don Draper, the Most Interesting Man in the World harkens back to a mid-century concept of what a man's man should be. In love with women and booze, but classier than most, he travels the world seeking experiences.

 

Swagger Wagon - Ford Sienna

Characters: Hip hop rapping dorky family who love their minivan

 

Mac vs PC

Characters: PC: Actor John Hodgman, as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. A bit formal and somewhat polite, though stuffy and overly concerned with work—often being frustrated by the more laid-back Mac's abilities.
Mac: a man dressed in casual clothes (Justin Long) looking like a younger version of Steve Jobs who is casual and comfortable in his skin