Panel Discussion Insights: The Killer of Creative? Or the Driver of - PowerPoint PPT Presentation

Panel Discussion Insights: The Killer of Creative? Or the Driver of Killer Creative? ARF Creative Council Moderator: Andrew Smith Jay Mattlin Consultant #CxS2018

ARF Creative Council Working Group on Driving the Power of Creative Through New Research Guidelines Members: Andy Smith, Flower Foods (Chair) Michael Joffe, Google Mark Truss, J Walter Thompson Jack Koch, Spotify AJ Mathew, Kargo Hannah Pavalow, Facebook Marilyn Rice, Colgate Palmolive Skye Yang, Ogilvy

Background Data: From a survey of ARF members (n=148) conducted by this Working Group in early 2018.

Overall, do you think that research and data...? 80% 71% 67% 64% 70% 59% 60% 50% 39% 34% 40% 31% 27% 30% 20% 10% 2% 2% 2% 1% 0% Expand creative Limit creative Can do either depending opportunities opportunities on how they are used MR Firm Non-MR Firm Researcher Non-Researcher

How important are research and data in the creative process? % Extremely Important 64% 70% 65% 60% 53% 60% 51% 51% 50% 39% 40% 27% 30% 20% 10% 0% How Important Your Company Thinks it How Important You Personally Think it is (A) Should be (B) MR Firm Non-MR Firm Researcher Non-Researcher

What do you believe is (or are) the most important role(s) for research and data with respect to the creative process? 93% 100% 84% 90% 79% 79% 80% 67% 67% 70% 60% 50% 40% 30% 20% 10% 0% Optimization Exploration Validation MR Firm Non-MR Firm

In which of the following steps in the creative development process do you think research and data are most helpful? 88% Deciding on final creative to roll out with 76% 65% Determining alternative creative approaches 69% 65% Review of prior creative 63% 63% Channel planning 67% 51% Defining the creative campaign objectives 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% MR Firm Non-MR Firm

In which of the following steps in the creative development process do you think research and data are most helpful? 81% Deciding on final creative to roll out with 82% 64% Determining alternative creative approaches 73% 63% Channel planning 67% 57% Review of prior creative 71% 55% Defining the creative campaign objectives 65% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Researcher Non-Researcher

How valuable would you say each of the following are in helping to develop the core creative concepts of an ad campaign? 74% % Top 2 Box on 6-point scale Copy Testing 60% 56% A/B testing 49% 53% In-context testing within platforms 54% 52% System 1 / Neuro Tests (e.g., Eye Tracking, EEG, … 42% 52% Survey research 43% 51% Analysis of digital media response (i.e., views, … 52% 39% Focus Groups/IDI’s 52% 37% Social Listening 36% 32% Analysis of syndicated research 32% 30% Ethnography 45% 24% Online communities 26% 23% Implicit Association Tests 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% MR Firm Non-MR Firm

Value of Research Approaches in Creative Process Top 5 Research Approaches in Top 5 Research Approaches in Developing Core Creative Developing Creative Assets after Concept Core Concept Is Established System 1 / Neuro Tests (e.g., Eye Tracking, Copy Testing EEG…) In-context testing within platforms Copy Testing Focus Groups/IDIs A/B Testing Analysis of Digital Media Response (i.e., views, engagement, etc.) In-context testing within platforms A/B Testing Analysis of Digital Media Response (i.e., views, engagement, etc.) Base: Non-MR Firms Only

What would you say are the biggest barriers to effectively using research and data in the creative development process? MR Firm Responses Non -MR Firm Responses

What would you say are the biggest barriers to effectively using research and data in the creative development process? Researchers Non -Researchers

Why do you think research and data are most important for these media? MR Firm Responses Non -MR Firm Responses

Why do you think research and data are most important for these media? Researchers Non -Researchers