CBS' David Poltrack on the Importance of Creative in the Return on Ad Spending

Editoramp8217s Note Poltrack will address the importance of creative in the return on ad spending with new Nielsen Catalina Solutions research and present those findings Monday June 13 at the ARF Audience Measurement ConferenceCampaign Performance AuditThe result was the Campaign Performance Audit which was presented first at the ARF in 2014 and has five componentsamp160 1 Test your message 2 Maximize your weekly reach 3 Get the most out of recency 4 Precisely target your potential customers and 5 Consider context amp8220Our original research developed normative information on how to design and execute the best TV campaign possible components 24amp8221 he says amp8220The first major research focused on long term vs short term advertising effects What we found reconfirmed the finding from the seminal 1989 How Advertising Works studyamp160 that the long term effect from advertising doubled the short term effect We confirmed this with the nowavailable Nielsen Catalina Solutions NCSsingle source measurement toolsamp160 In fact our research showed that the long term impact was often more than double the short term impactamp8221amp160 In 2015 this CBSNCS study was published in the Journal of Advertising Research and won the award for the best paper in that publication that yearThe Importance of Reach and RecencyIn 2015 Poltrack concentrated on the impact of effective reach and recency amp8220Reach is the most important component of TV advertisingamp8221 he asserts amp8220When advertisers ceased focusing on reach when they cut their TV budgets and bought less premium inventory the results of their campaigns were suboptimized because they reached fewer people Overall this less effective use of television advertising resulted is less salesamp8221 Also in 2015 Poltrack released the results of a study on recency amp8220The effect of exposure of a TV ad was found to be most pronounced in the first 48 hours after exposureamp8221 he notesThe Importance of Great CreativeIn early 2016 CBS together with NCS explored the new paradigm of purchase driven TV campaign planning thereby expanding the knowledge base for advertisersamp8220The next step for us to address is the impact of the quality of creative Step 1 in the CPA programamp8221 he explains amp8220Good creative works across all types of media while poor creative makes it difficult to get any significant return on the campaign We wanted to find out how we could use all of the new ad effectiveness measurement tools to assure the advertisers that their campaigns contain the strong creative elements required to deliver strong positive campaign resultsamp8220We focused on neural measurements across a large number of campaigns and examined the performance of the ads against these measures in relation to the ad campaign ROIamp8221 he continues What he found was a significant relationship between these pretest measures and the campaign return across all platforms So it is now possible to predict the return from an ad campaign through the pretesting of the quality of the creative before the start of the campaignamp8221What is Great Creative Attend the ARF and Find OutPoltrack sums it up by saying amp8220We first set out to measure TVamp8217s effectiveness in providing advertisers with strong ROI Then we needed to measure the creative the campaign will only be as good as the quality of the creative You must have the right message and good communication And you can test before to see the effect We can answer how effective your ad will be in getting positive returns even before the campaign is launched not just for TV but also cross platforms This is what we will be presenting with NCS at the ARF Measurement Conference on Monday June 13amp8221The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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CBS' David Poltrack on the Importance of Creative in the Return on Ad Spending

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Charlene Weisler

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CBS' David Poltrack on the Importance of Creative in the Return on Ad Spending

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Charlene Weisler

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