2. Vanuit onze roots uitgegroeid tot specialist in
merkcommunicatie onderzoek
Audience Studies Inc (Los Angeles, 1965)
evalueerde bioscooptrailers en -reclames
Ipsos neemt ASI over, gevolgd door o.a.
Tandamar en OTX
Ipsos ASI: volledig gespecialiseerde community
Uitgegroeid tot wereldwijd leider in communicatie
onderzoek
Database met 80.000+ studies – database
learnings beschikbaar voor delen van best practices
Methodes, en inzichten toegerust op de
uitdagingen van de moderne wereld van vandaag
1
4. Je kansen op merk impact vergroten
Create Monitor &
Maximize
Big Ideas
(media agnostic) Many early stage A few near In market
ideas or creative finished creative evaluation
Media Receptivity
Plan Qualify
Do we leverage Do we
a consistent Understand
BIG IDEA? create ROI right before
executional or in-market!
stickiness?
Right Right
time? consumer?
Right
touchpoints? Right
objective?
3
5. Bewezen technieken voor iedere gewenste fase
Create Monitor &
Maximize
Plan Qualify
commsinsights
receptivity
Live|Test ROI *360
Biometrics Social|Listening
4
6. Vroeg beginnen... we weten dat het werkt
Response and Reception significantly improve
More ideas into the funnel early
Faster path to success
Reduces production costs
Better ads and integrated communications
167
134 124
87 101 89
Zonder evaluatie vroege fase
Met vroege fase evaluatie
Persuasion Index Recall Index Copy Effect Index
5
7. Roderik Sorbi
Client Service Director Ipsos ASI
020 60 70 891
roderik.sorbi@ipsos.com
@Sorbi
Stephan van Velthoven
Insights Director Ipsos ASI
020 60 70 798
stephan.vanvelthoven@ipsos.com
@Stephanvv
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Notes de l'éditeur
* Dear ASIs – these speaker notes are provided to convey our positioning clearly and as support for you when preparing to present our philosophy, market influences and what is important to advertising development and advertising research today. It is to highlight the important points of each slide but of course, you should adapt the conversation and your presentation to your personal style and supporting examples as well as in the context of your client’s needs, interests and your knowledge of the specificities of their business and what is important for them.Speaker’s Notes: At Ipsos ASI, we care about communications’ role in forwarding the brand vision with consumers. From where we started in copy testing, understanding great creative and how it works, we have embarked on a much broader understanding of advertising and advertising research in the market today. That’s what we want to speak with you about today…building great brands through great advertising.
Our tools follow a process from foundational understanding (of resonance and receptivity), a wide early stage creative funnel to qualifying strong creative to air and then monitoring and maximising the impact in market. All of our tools employ the same philosophy of what constitutes great, compelling creative and with linked measures to evaluate and monitor performance.
We know from experience that starting early works. It increases success and on a shorter time frame. Here we compare 2 programs within the same company on the same brand portfolio – in the blue, the performance for breaking through and persuading consumers in the absence of an early stage program. In green, the results (which occurred on a much shorter timeline) after adopting an early stage evaluation program. We see the same results for companies adopting a formal Big Idea development and evaluation process.