Take Your Brand From Good To Great

GET YOUR ADVERTISING RIGHT

and your brand grows

for advertisers to maximize advertising ROI in limited time

with limited budget.

Challenge for advertisers: maximize advertising ROI, drive sales and build brand equity.

It costs the same to launch an effective campaign as an ineffective one. The challenge for advertisers and brand owners is to maximize advertising ROI in limited time with limited budget.

World class work starts with great

creative idea

To get from good to great, start early in the process

Communications have three broad stages of development

Our solutions and the creative development process

MESSAGE IDEA EXECUTION

Link was developed from observing advertising effects

ADVERTISING AIRED

Captured effects via tracking

Link validated against sales and

refined

Link measures developed to

predict the effects seen in tracking

No of tests Link for TV 100,011 Link for Kids 1460 Link for Print 4252 Link for Outdoor 394 Link for Radio 348 Link360 488 Link for Storyboard 729 IDeA Assessment 16

TOTAL Link 107,698

Millward Brown have now conducted over 100,000 Link Tests

*as of May 2013

No of tests MENA TOTAL 1672

Saudi Arabia 993 Egypt 365 Levant 160 United Arab Emirates 70 Morocco 68 Iran 8 Tunisia 8

Number of Adult Link for TV Tests Conducted in Middle East and North Africa

*as of May 2013

Principles of Successful Advertising

Neuroscience has helped us understand how we notice and remember ads

Advertising has to compete with everything else in the environment to get into the

mental workspace

There are several opportunities for advertising to work

When people

see the ad

Immediate Challenge The key to the advertising is

its immediate relevance, not just its creative content

Conscious decision to act

are deciding what to check out

Interest Status The key to the advertising is

to establish interesting associations about brand

Triggers curiosity at a later date

are experiencing the product

Enhancement The key to the advertising is

to establish interesting associations about brand

Advertising memories affect brand experience

Thought starters for engagement

Strong engagement comes from ads with at least one of: PERSONAL

RELEVANCE EMOTIONAL RESONANCE

DISTINCTIVENESS

But does an entire ad engage?

30 Second TV Ad

Recall

5% of ad creates

45% of recall

It is critical that these engaging moments be linked to the brand and the message...

Linked to the BRAND

Linked to the MESSAGE

Engaging Moments

Branding is challenging

Our tracking research indicates that only one-third of target viewers who are aware of an execution can link it to the brand the remaining two-thirds either don't know what the ad was promoting, or misattribute it to a competitor.

32 % Correct Brand Identification

Learning says that brand linkage is not related to the time at which the brand appears in an ad

A: You couldnt help but remember the commercial was for (brand)

0 10 20 30 40 0

50

%

Length of time before first appearance of brand (seconds)

Top

box b

rand

ing

scor

e (%

)

No correlation between top box branding score and the first appearance of the brand in commercial

And there is also no relationship between how often the brand appears in the ad and the resulting brand linkage

0

10

20

40

60

80

Frequency of Brand Appearance

No Continuously During Certain Parts Only

At End Only

A: You couldnt help but remember the commercial was for brand

The quality of brand integration

Ads can integrate a brand in different ways:

Soft Hard

1. Presence of brand at key

points of interest

2. Active role for brand

within story

3. Use of overt brand cues

in story

4. Use of brand itself as the story

link with brand

Brand cues established through consistent use, over time and across multiple ads helps branding

Distinct styles or visuals

Music or sound

Slogans or Taglines

Brand icons or spokespeople,

including celebrities

Afia

Nido

Brand in Saudi (1)

Brand in Saudi (2)

Ferrero Rocher, iPhone,

Airlines or Telecom

Yasser Qahtani, Cristiano Ronaldo,

Messi

Our experience shows, ads that communicate well are able to express the key idea single mindedly and effectively

Generally, having fewer messages will aid communication delivery Ads trying to convey...

1 message

2 messages 3 messages

Message 1 Message 2 Message 3

% registering each message

42 20 15

19 7

8

Getting the message across does not mean we have to always 'tell' consumers

Millward Brown BrandSense 2003

83 % Of all information people receive is visual

Lack of understanding the storyline can detract from overall ad performance

UNDERSTANDING Persuasion

Enjoyment

Branding

Involvement in the ad

Communication of messages

What makes a message motivating?

New News

Relevant

Differentiated

Credible

Is it a new angle on the brand, or new for the market? (And is this the right thing to do anyway?)

Tapping into a consumer need/want

Are you leading the way or just following other brands?

Not necessarily about deception -reflects the fit with the brand

Persuasiveness is about having a compelling message about the brand

9

12

33

53

84

0

1

2

3

4

% of ads tested that are above average on persuasiveness

New, relevant, credible & different

Number of criteria ad satisfies

25

For optimum effectiveness

MAKE IT MEMORABLE, MAKE A ROLE

FOR THE BRAND

25

26

Say what needs to be said

ONE MESSAGE IS BEST

FOCUS

DELIVER

26

27

Persuasion comes from

DIFFERENTIATING,RELEVANT, CREDIBLE

NEWS

27

Which ads work well in Saudi Arabia?

E X P L O R I N G A D V E R T I S I N G T H E M E S U S I N G I D E A B L O G

MENA Consumers Relationship With Ads

29

Consumers in the region currently look upon advertising primarily as being informative:

- About the product/ product demo - Spontaneous focus is usually on the functional benefits of the product they can identify

However, the market is moving to ads playing in the emotional space - Encouraging identification with a lifestyle or image that the brand owns

In such a scenario, the differentiator across ads therefore becomes the entertainment value offered by the ads through different elements.

And ads which offer these aspects appear to engage consumers more than purely imagery ads.

What drives Persuasion in KSA

Brand Appeal

Relevance

New news

Credibility

Enjoyment

Understanding

Branding

0.75

0.65

0.59

0.53

0.43

0.40

0.34

0.78

0.46

0.16

0.68

0.56

0.52

0.71

Global KSA

Brand Difference 0.58 0.73

A bigger role for emotional story line, easy to understand story and role of brand for driving persuasion in KSA

High correlation with Persuasion

Avg/Low correlation with Persuasion

Ideablog at play

31

Discussion and conversational platform

Accessible via their mobile: Idea blog Mobile App

A New Interaction Style With Consumers - A New Perspective to Ad Evaluation

32

Freedom of expression No cultural barriers Personalised conversational style

BREAKING SOCIAL CODES

Safe Environment

EVOLVED DECONSTRUCTION OF ADVERTISING

Processing of Ads

We enter their spirit, we play by their rules, we co-create.

Focus given to entertainment factor and engagement.

33

Music

Humour Celebrity

Slice Of Life

Having looked at the top ads in Saudi, we explored 4 executional themes

Humour

The type of humour Saudis enjoy

35

Ad relevancy results form humor based around a specific cultural nuance, using dialect specific humor, and country specific situations

Challenging conformity in humor is happening the region.

There is an evident attraction to a more satirical, self-deprecating humor, and use of play of words.

Humor is perceived as a way that help people cope with harsh reality and therefore needs to ultimately trigger positive emotions.

Omar Hussein in 3al6ayer (As it goes)- A satirical Saudi program on internet 380,000 Twitter followers. Every video has approximately 400,000 views

Saudi Community: Sharing Self Deprecating vidoes on Saudi made by Saudi 1,141,974 viewes, 182,548 followes and 14, subcribers

Some examples they have shared with us

Snickers Ad click here to view ad

Funny, Relevant, Self- Deprecation of Saudi

youth behavior

MTV Arabia Ad click here to view ad

Relevant situation Smart analogy, play

of words Positive impact on

protagonists

Mobily Ad click here to view ad

Funny yet the protagonist is not in a

flattering situation

Celebrity

Expectations from Celebrities

38

Local Celebrity

Accessibility Fit with Brand

Local celebrities resonate more and drive engagement

Brand values need to fit with the Celebrity reputation are likely to drive persuasion

and credibility

Presence in social media, taking part in socially responsible

activities

Locally acclaimed Celebrities generate a stronger emotional connection

39

Yasser Al Qahtani Saudi Respected in football world Credible in the ad (Gillette)

Tuba Buyukustun Turkish actress Pantene commercials

Hend Sabry Tunisian actress Followed in TV series - Not relevant to brand (her hair is different

than ours)

Cristiano Ronaldo Respected football player - He is everywhere (no credibility in that KFC ad)

Music

Music is About Modern Pop Arabic Music

In the region, the new trend is Fusion. Mixing Arabic tunes with more Western types of music.

Music should be selected keeping in mind tastes of the two audiences.

National popular music should be considered. Saudis accept more regional tunes

Qusai Kheder

We love Arabic beats, modern ones! It attracts the

attention to the ad and makes it more pleasant to

watch

Arab Pop style is what we love! Beats that we love and words that we can

relate to!

Slice Of Life

Slice of Life Directly Impacts Engagement

43

Helps the Brand build Engagement through relevance of the story

ENGAGEMENT

Relevance Culturally and socially

rooted situations Creates identification

and increase sense of national pride

Brand Fit Motivations The brand needs to fit to

the situation depicted Brand has to play an

active role

A more simple, matter of fact style of acting.

Positive emotions are key drivers, situations showcasing negative emotions do not work well

44

Engagement is more about the story and not just the message

Evolve with Your consumer

Give your brand a face which they

identify to

Give your brand a local feel

Link the way to great ads

Outline of how the interview works in a typical Link

Recruit target audience Respondents are recruited online 150 respondents

Warm up Asked warm-up questions about advertising

Exposed to Test Ad twice Facial responses recorded via webcam while watching the test ad

Full interview Self-completed questionnaire

A Link survey averages

in length

Overall timelines: 2 3 weeks (from ad to report)

47 47

LinkExpress for fast decision making on television commercials

Does the ad connect with people? And does the brand

have a role in the connection?

Does the ad affect brand associations in the right

way?

ENGAGEMENT BRAND ASSOCIATIONS

Does the ad make the brand more desirable at key decision moments?

BRAND PREDISPOSITION

LinkExpress covers the same 3 areas we know that drive successful advertising

LinkExpress speed is driven in part by mobile technology and ease of use

In Middle East & Africa, we are proud to be leading the world in implementing faster ways to test creatives via mobile technology.

- Recruit

- Watch

- Answer

GLOBAL DASHBOARD

LinkExpress Using Panel

50

Panel Respondents complete survey

We receive the responses - all in real time

Respondent routed back to Panel for quality checks and

incentive

CS logs onto portal to view responses

3 5 days field time

Results delivered via intuitive, clear INTERACTIVE DASHBOARD

Results delivered via intuitive, clear INTERACTIVE DASHBOARD

LinkExpress Pilot in Saudi

LinkExpress pilot in Saudi

What we tested

LinkExpress Quality Control

55

STC Ad LinkExpress Geographical spread

LinkExpress pilot in Saudi Few Findings

LinkExpress pilot in Saudi Few Findings

LinkExpress pilot in Saudi Few Findings

LinkExpress pilot in Saudi Few Findings

LinkExpress pilot in Saudi Few Findings

61

LOGO

Strong advertising is built on key principles

VALIDATED EVALUATIVE DIAGNOSTIC PREDICTIVE

Pre-testing can help improve creative ROI

FAST

62

Link helps raise the advertising game

Any Questions? Or for more information please contact:

Piotr Chodakowski piotr.chodakowski@millwardbrown.com

Slide Number 1Challenge for advertisers: maximize advertising ROI, drive sales and build brand equity.Slide Number 3Communications have three broad stages of developmentOur solutions and the creative development processLink was developed from observing advertising effectsMillward Brown have now conducted over 100,000 Link TestsNumber of Adult Link for TV Tests Conducted in Middle East and North AfricaPrinciples of Successful AdvertisingNeuroscience has helped us understand how we notice and remember adsThere are several opportunities for advertising to workThought starters for engagementBut does an entire ad engage?It is critical that these engaging moments be linked to the brand and the message...Branding is challengingLearning says that brand linkage is not related to the time at which the brand appears in an adAnd there is also no relationship between how often the brand appears in the ad and the resulting brand linkageThe quality of brand integration Brand cues established through consistent use, over time and across multiple ads helps brandingOur experience shows, ads that communicate well are able to express the key idea single mindedly and effectivelyGetting the message across does not mean we have to always 'tell' consumersLack of understanding the storyline can detract from overall ad performanceWhat makes a message motivating? Persuasiveness is about having a compelling message about the brandSlide Number 25Slide Number 26Slide Number 27Which ads work well in Saudi Arabia?MENA Consumers Relationship With AdsWhat drives Persuasion in KSAIdeablog at playA New Interaction Style With Consumers - A New Perspective to Ad Evaluation Having looked at the top ads in Saudi, we explored 4 executional themesSlide Number 34The type of humour Saudis enjoySome examples they have shared with usSlide Number 37Expectations from CelebritiesLocally acclaimed Celebrities generate a stronger emotional connectionSlide Number 40Music is About Modern Pop Arabic Music Slide Number 42Slice of Life Directly Impacts Engagement Engagement is more about the story and not just the messageLink the way to great ads Outline of how the interview works in a typical LinkLinkExpress for fast decision making on television commercialsLinkExpress covers the same 3 areas we know that drive successful advertisingLinkExpress speed is driven in part by mobile technology and ease of useLinkExpress Using PanelResults delivered via intuitive, clear INTERACTIVE DASHBOARDResults delivered via intuitive, clear INTERACTIVE DASHBOARDLinkExpress Pilot in SaudiLinkExpress pilot in SaudiLinkExpress Quality ControlLinkExpress pilot in Saudi Few FindingsLinkExpress pilot in Saudi Few FindingsLinkExpress pilot in Saudi Few FindingsLinkExpress pilot in Saudi Few FindingsLinkExpress pilot in Saudi Few FindingsSlide Number 61Slide Number 62Any Questions?Or for more information please contact:Piotr Chodakowski piotr.chodakowski@millwardbrown.com