Advertising creativity versus advertising effectiveness has been the perennial contest for brand marketers. In the world of marketing, creativity needs to convert into sales, but do brands succeed in making their advertising campaigns as effective as they should be? At the Nielsen Consumer 360 event in Mumbai, we outlined a framework with a view to guide marketers on the art of advertising effectiveness, and ways to derive more out of planned advertising spends.
The good news for advertisers is that the learning derived from our Marketing Mix work in the Fast Moving Consumer Goods (FMCG) space says that ‘TV advertising has the highest impact of about 50% in driving incremental sales for a brand.’ However, it was also noticed that only 1 of 5 campaigns was effective and efficient. The key detriments to this efficiency have been attributed to 3 factors – content quality, spend levels and execution. The solution to this issue is the new 3-C framework that will help brands drive campaign success.
The 3C model gives an insightful overview of 3 crucial elements which will derive better advertising; Content, Context and Consumer. Dolly Jha, Executive Director, Nielsen India explains the importance of choosing the right publishers on digital media. “Don’t invest in media publishers basis their traffic numbers or reach. Instead, optimize your campaign by tracking the on-target reach they offer. The Digital Ad Ratings (DAR) enable you to do so. Secondly make your content such that it captures the consumers’ attention in the first five to seven seconds, engages them and activates their memory at the moment of purchase. The third and most important pillar in making your advertising more effective is the context. Prime your advertising campaign with an appropriate context.”
Moreover, reaching the consumer efficiently is the first step towards efficient advertising. This can be achieved through right targeting and not merely going by reach of that media.
Second, the content of the advertisement must be emotionally engaging for the consumer. The use of elements like multisensory stimulus, motion branding and similar communication effects, have a rather deep impact on the memory, making the content more effective than it would be in an advertisement whose content does not consider these factors.
Third, priming the context of the advertisement is crucial. It has been found that if the content of the ad matched the contextual theme, the advertisement performed significantly better across the key neurometrics.
When put to use, the 3C framework can generate significantly better Return On Investment (ROI) for advertising campaigns across media, thereby ensuring better marketing effectiveness for the spends.