According to Nielsen's TV advertisement real-time tracking tool, only 10% of auto advertisements had both their content and the brand been remembered by consumers who had access to them; innovative ideas and media investment strategy are the key to the promotion of both the auto advertisement and the brand.
The world’s leading measurement company Nielsen together with China Advertising magazine jointly held the 2016 Nielsen Auto Marketing Forum on the sidelines of Guangzhou International Motor Show. Yan Xuan, president of Nielsen Greater China, attended the ceremony and awarded the winning companies for their achievements.
In this forum, the result of the Nielsen Award for Chinese auto advertisement was released, which is based on the data measured by Nielsen's real-time tracking tool, TV Brand Effect (TVBE), on the performance of advertisers in auto advertisements on TV ranging from September 2015 to August 2016.
Since the April of 2012, TVBE has been consistently tracking and measuring 25 Chinese auto brands’ advertisements on TV. Its database shows that only 10% of auto advertisements had both their content and the brand been remembered by consumers who had the chance to see them, while the percentage in FMCG (Fast Moving Consumer Goods) is 18%. In terms of innovation in advertisements, many auto advertisements on TV have the same kind of content, which is an important reason why them are unlikely to be remembered.
"In this era, when the world is changing rapidly, consumers have less time to watch TV, and are less focused when they do so. Under the great impact of digital platforms, the effect of auto advertisements on TV is hugely reduced. However, it is worth noting that auto advertisements on TV has many advantages. It spreads fast in a large range, wins the trust of many consumers, and has high returns for its investments in the long run. Therefore, with the same investment as we have now put into media advertising, the key to survive in the competitive market is to break the old mindset, make more innovative advertisement, and through strategic media investment, promote both the auto advertisement and the brand together. "Yan Xuan said.
Through coding and analyzing more than 600 Chinese auto advertisements in the TVBE database, Nielsen found some rules crucial to the penetration of advertisements, which are not yet met by most of the auto advertisements at present. Firstly, appeal to consumers with a nice storyline. Now only 20% of auto advertisements have a complete storyline. Secondly, interact in an innovative way with the consumers, and try to resonate with them. Nielsen report shows that only 20% of auto advertisements successfully incorporated emotional elements. Thirdly, convey single and clear information. Only 31% of auto advertisements now are able to address their audience clearly while maintaining a concise form. And fourthly, cater to the consumers' emotional need with humor, which takes up merely 9% of auto advertisements we have at present.
Yan Xuan said that one key function for advertisement is to convey messages of the brand and the product. Nielsen report indicates that the preparation work of most auto advertisements mainly concerns the way of presenting the brand name and the Logo on TV and the strategy on voice-over. 90% of advertisement promote their brand by showing the Logo to consumers in their video. 67% will stress the advantages of their product through voice-over. Only 10% of brands have a voice-over in auto advertisement unique to their own. Yet this way of conveying message to consumers through an element unique for the brand is significant in promoting the efficiency of advertisements.
"According to Nielsen's survey, hot TV programs are popular among advertisers, including auto advertisers. But the same kind of content makes it hard for the advertisements to stand out. That is why we always emphasize on the importance of media investment strategy, tracking each and every commercial advertisement in live environment in order to optimize its performance more timely, and further to improve the overall efficiency of media investment." said Yan Xuan.
The award ceremony began with a speech called "From 2016 to 2020, the Blue Ocean of Chinese Auto Consumption" by Jeffrey Zhao, director of auto research of Nielsen China. The speech listed five big changes in auto market in 2016, analyzed five major emerging Blue Ocean consumer groups and pointed out five potential markets for auto consumption.
According to Zhao, there are the five big changes in auto market in 2016 that Zhao presented in his speech. Auto consumption appears to upgrade in both the products and the services. The demand for medium-level cars ranging from 100,000 yuan to 150,000 yuan has become the major increase in market. SUV continues to be popular among Chinese consumers, driving Chinese auto brand to high-end production. Auto distribution and service network covers a wider range and is more diversified. Consumers' multi-media behavior begins to integrate online and offline purchasing.
"The post-90s, new migrants to the city, and families expecting a second child are becoming the biggest Blue Ocean user group in the next ten year, since their purchasing power and the willing for the first purchase are increasing dramatically. Driven by the preference of these users, SUV would continue to lead the steady growth of auto market in the next five years," Zhao said.
• Annual Excellence Series Ads of Brand - Changan Ford
• Annual Excellence Series Ads of Brand among the post-90s - Cadillac
• Annual Excellence Series Ads of Car Model (SUV) - Ford, Everest
• Annual Excellence Series Ads of Car Model (Sedan) - SAIC Volkswagen, Gran Lavida
• Annual Excellence Ad (15s) – Everest, Ford
• Annual Excellence Ad (30s) - Quattro, FAW-Volkswagen Audi
• Effectiveness Excellence Ad – Lacrosse, Buick
• Creative Element Execution Excellence Ad – Sagitor, FAW Volkswagen
TVBE is a system for real-time tracking and optimizing of TV advertisements, as a branch of Nielsen's Marketing Improvement Solution. In the past three years, TVBE has continued to measure auto TV advertisements in real media environment, analyzing the effect of advertisements through consumers' recalling of them, the factors of which include advertisement innovation, media strategy and the influence of competitors. Online questionnaires are collected to analyze consumers' memory on the advertisements they see one day before and track the effect of advertisements. We also give suggestions for the improvement of advertisements from innovation, media and competition perspectives. Now we have assessed the real-time performance of more than 600 auto advertisements, done research on more than 300,000 samples, forming a comprehensive and reliable advertisements real-time tracking database.