本コンテンツへスキップ
02_Elements/Icons/ArrowLeft 戻るインサイト
インサイト>広告

パースペクティブ広告を成功させるには?クリエイティブになろう

6分で読めるシリーズ|カール・マーシ(チーフ・ニューロサイエンティスト)|2017年10月号

最近ある朝、オフィスで即席の議論が始まった。ニールセンについて 何が優れた広告になるのか。私たちは、最近のお気に入りの広告をいくつか取り上げ、想像できるように、ニールセンについて 、どれが一番良いかという提案の幅は広かった。短編と長編。面白いもの、感傷的なもの。製品主導型とブランド重視型。理性的なものと感情的なもの。長さも目的もさまざまでしたが、ひとつだけはっきりしていたのは、「必見」の広告であるということです。番組の合間に流すフィラーではなく、ニールセンについて 、共有し、何度も見たくなるような素晴らしいクリエイティブだったのです。

ニールセン・カタリナ・ソリューションズ(NCS)とニールセンの新しい共同調査プロジェクトの結果を見て、優れたクリエイティブの重要性を再認識しました。その結果、「クリエイティブは王様である」という広告の古い常識が補強されました。クリエイティブは、私たちが関わり、共有し、話し、ニールセンについて 、議論し、記憶し、購入するものを推進するものです。クリエイティブは、いつ、どこで、どのように展開されるかに関係なく、大きな力を持っています。ニールセンについて 1984年にアップルが発表したマッキントッシュ・コンピュータの広告は、今でも最も有名な広告の一つである。

本調査では、広告効果に寄与する5つの主要なドライバー(クリエイティブ、リーチ、ターゲティング、リセンシー、コンテクスト)の売上貢献度を定量化することを目指しました。調査結果では、これらのドライバーの相対的なバランスが時間とともにどのように変化し、それがテレビとデジタルのチャンネル間でどのように作用しているかが示されています。私が最も興味深かったのは、クリエイティブの質が、他のすべての要素を合わせたものと同じくらい、ブランドの市場での成功に寄与していることが示された点です。さらに、クリエイティブが優れている場合、従来のテレビ広告では80%、デジタル広告では89%と、市場での成功の圧倒的な原動力となることがわかりました。逆に、クリエイティブが弱い場合は、テレビ、デジタルともに売上アップの効果は弱く、他のメディア要因が主なドライバーとなります。

つまり、優れたクリエイティブは、従来のテレビとデジタルの両方のプラットフォームにおいて、あらゆる広告キャンペーンの成功に最も重要な要素であることに変わりはないのです。新しいツールやテクニックは、リーチを強化、拡張、改善することができ、広告主が消費者を見つけるための新しいフォーマットやデスティネーションが日々生まれているようです。しかし、広告キャンペーンを真に成功させるためには、優れたクリエイティブがもたらすパワーにはかないません。

This, of course, raises several questions: What is great creative? How do marketers know if their creative is “great?” And how do they achieve great success with it?

In the past, marketers have relied on qualitative and/or quantitative self-report copy testing to evaluate creative. Essentially, they made decisions based on biased consumer responses often aided by their professional eyes and instincts. Essentially, they went with what they thought would work. While this may have kept very poor advertising off the air, it left some potentially great work on the drawing board. And if they had a piece of creative they needed to cut down/compress, they might have relied on personal judgment.

This is where consumer neuroscience increasingly plays an important role for marketers. That’s because the current suite of tools combining EEG, eye tracking, facial coding and biometrics, along with self-report surveys, offer a unique opportunity. Not only can these tools measure and evaluate on a macro level (i.e., what works and what doesn’t), they go even deeper, providing moment-by-moment insight that can pinpoint where a spot(s) needs to be adjusted. The results enable a collaborative approach between marketers, creative agencies and researchers to help go from early stage to primetime success—avoiding the cutting-room floor that has claimed too many could-have-been-great ads. This is because consumer neuroscience measures what traditional research methods cannot. Methods like surveys can only tap into our conscious responses, which we know are often heavily biased and are only one, arguably smaller, component of how we consume media. Studies have shown that the majority of our decision-making happens non-consciously, so much of what drives everyday decisions—including what we’ll purchase, watch and talk about—requires tools that can measure these responses.

Several years ago, we developed a model designed to understand the explosion in content platforms and the types of creative that can be optimized for each. Our Brand Immersion Model became a framework for defining the relationship between the immersive platform of TV and digital’s flexible platforms. Our research found that TV, through its unmatched ability to create new, unconscious emotional connections, has the power to form need states—which make consumers receptive to brand messages—where none existed before. Flexible environments play a key role in reinforcing need states. So the two work together in powerful, synergistic ways.

It’s important to understand this relationship in order to develop creative that will be great on each platform. The Brand Immersion Model breaks down the two primary ways to engage with content:

Highly Immersive Platforms: Viewers are more apt to be passive participants, observing content that substitutes the viewers’ emotional state with the emotional lives of the onscreen characters. If those characters need a product, the viewer feels that same need. Examples include television, virtual reality, theaters and home theaters, IMAX and events like the Olympics. Immersive content enables us to experience others and generate need states that previously did not exist.

Highly Flexible Platforms: Viewers are more apt to be active participants, constantly searching for something that engages them. This content requires the need to already become established. The content or advertising then supports this need. Examples include smartphones and tablets with email, social media and the websites that provide a never-ending search for more. Flexible content enables us to develop our own experience and satisfy need states that already exist.

Television is highly effective as an advertising platform because it is the primary medium that can create a need state, either through experiencing the needs of the onscreen characters during the primary content or through the high emotional involvement with on-screen characters during the advertising itself.

With flexible experiences, individuals seek out an experience more customized to their interests. For the most successful executions, this can result in higher engagement with content than on an immersive platform because it’s tailored to what the consumer is seeking. The reason for this heightened engagement is that the content is user-generated—people seek to broaden their conversations with each other and trusted sources like influencers instead of with the stories of new characters in an advertisement. Unless the ad is for a product the consumer already knows that he or she wants at that moment and it takes up enough of the screen to get noticed without turning the viewer “off,” it cannot generate the same level of connection.

So how do you ensure that your creative and different platforms go hand-in-hand for the most optimal engagement? How can we move from must-skip to must-watch? And how do we turn turn-out into tune-in? It’s simple: tap into the full spectrum of consumers’ responses— both conscious and non-conscious—to uncover areas of emotional impact, visual hot spots, blind spots and inform the strongest possible creative development.

詳しくは、10月25日に開催さ れるウェビナーまたはオンデマンドでお申し込みください。

類似のインサイトを閲覧し続ける