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Digital Content Testing: Brand Building & Your Digital Checklist
©BrainJuicer®2
September 2006: The Modern Media World Is Born
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A Media Revolution 10 Years On
A Revolution in Spend:
Huge surge in internet spend
A Revolution in Interactivity:
Mass adoption of social media
A Revolution in Technology:
Technological ecosystem of entrepreneurship and creativity
Internet Advertising Bureau, 2015 and 2006 Pew Research Center, 2005-2015LUMA Partners, 2016
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10 Years Is Enough Time To Understand The Issues
A Temptation Towards Short-Termism:
creative work has shifted emphasis to digital and short term goals
A Temptation for an ‘Either/Or’ Mentality:
Pepsi diverted budget away from TV and traditional media in 2010 focusing only on social. Sales
dropped around 5%.
A Temptation To Throw Out the Marketing
Rulebook: Need a mature approach to digital
“We targeted too much, and we went too narrow, and now we’re looking at: What is the best way to get the most reach but also the right precision?” Mark Pritchard, Global Marketing and Brand Building Officer at Procter & Gamble
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An Emerging Appreciation Of How Best To Use Digital Media
Generate Content With Long- and Short-Term
Potential:Share of Voice Efficiency is
more effective with long term campaigns
Digital And […], Not Digital Or […]:
Have to use digital along side other channels
Digital for Brand Building: Go for Fame (reach), Feeling (emotion) & Fluency (assets)
Selling Creativity Short, Peter Field, IPA , 2016 Seriously Social, Peter Field, WARC, 2014
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Brand Building Principles for Digital Media
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FAMEReach Matters.
Use digital alongside not
instead of channels that
provide greater reach, and use
high reach digital platforms.
FEELINGFLUENCYFEELINGEmotion Matters. How people feel
during your content determines its
activation potential; how they feel at the end of it determines
its brand building potential.
FLUENCY
Assets Matter. Use digital to build and refresh your
brand’s distinctive assets – a glimpse of
your brand, its colours, its
characters or a sonic mnemonic, will
build its Fluency.
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Why do you need a digital ad test?
You need a way to see if your content is sticking to guiding principals of Fame, Feeling & Fluency
You need a way to measure if it is fit for the new media landscape● Direct activation● Social sharing
You need a next generation ad test that can marry the long term and the short term:● Brand building and activation
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TARGET SETTING
1. Will this work meet long-term goals for brand growth as well as short-term activation objectives?
MEDIA PLANNING
2. Will it use high-reach digital channels?
3. Will it complement what you’re doing in other channels?
CONTENT DEVELOPMENT
4. Will it make people feel good?
5. Will it make good use of my brand’s distinctive assets?
Your Digital Checklist
