1. Implicit messages can make a meaningful impression; but they are used less on TV
IMPLICIT MESSAGING
EXPLICIT MESSAGING
Brands which have clear meaning are more powerful and successful in the long term. Marketers need to move beyond the message and focus on the impression they want an ad to leave behind as a whole. This includes the creative idea, what is said in the ad, the way the story is told, and the emotional tone. It’s time to stop selling product features and start building brands.
2.WORK WITH THE BRAIN, NOT AGAINST IT
Emotions are a great way of making an impression
VOLUME SHARE SALES SHIFT
Ads that engage creatively and emotionally work better than those that deliver an explicit message, which viewers tend to filter out. Working the way people’s brains do also means restricting the number of key messages delivered. Kantar Millward Brown analysis of 1,000 campaigns finds that where a single message is included, typically 30% will take out that key message; whereas when a campaign has three messages typically only 14% will take out the first key message.
3.GOOD STORYTELLING LEAVES AN IMPRESSION
Ads that use stories are more noticeable and more memorable
UK RETAILER JOHN LEWIS’ STORY GRADUALLY BUILDS, AND SO DO THE SMILES
Source: Kantar Millward Brown: AdReaction 2017
The ‘Buster the Boxer’ ad from John Lewis was in the top 5% of ads for enjoyment and its popularity was clear on social media with over 1.95 million views. The story works well on a number of levels. It is enjoyable, easy to understand and differentiates the brand from other retailers. The story gradually builds, and so do the smiles. In doing this, the ad has the ability to generate short-term sales and support the brand’s impression for longer term equity.
4.NO BRAND MEANS NO IMPRESSION
An engaging video ad without branding won’t add value to the brand
SHORT TERM SALES INCREASE (%)
Even emotionally engaging ads need a level of brand involvement, particularly in digital where skippable formats give just seconds to make an impact. Brands that take an emotional route often overlook the need for branding. Kantar Millward Brown research over the last 25 years finds that ads with high branding typically deliver strong sales effects compared to those with low branding. The challenge for marketers is to make the story fit the brand.
5.GET THE CHANNEL RIGHT
Receptivity to online advertising is still low
POSITIVE RECEPTIVITY
Source: Kantar Millward Brown: AdReaction 2017
Getting the channel right doesn’t just mean identifying where your consumers view content. It also means identifying the places where they are most receptive to advertising, and using the formats they feel positive towards.
