Ipsos Knowledge and Ideas

What if your ad goes viral?

Tue, 15 May 2012 00:00:00 GMT

Are there implications for a brand and/or media buy if an ad goes viral? The answer is yes! There is a point at which an ad runs the risk of higher and faster wear-out, defined as the point when use of that creative is no longer justified vs introducing a more effective alternative.

In this Interview With An Expert, Tara Beard-Knowland, Ipsos ASI Director, shares research-backed tips and insight to optimize your media buy.

From Good to Great Communications: How Emotions Can Help

Tue, 24 Apr 2012 00:00:00 GMT

As advertising research experts, we often get asked what really makes for great communications. In reflecting on that question, what comes to mind are the great tear jerker long distance ads that played when I was much younger. And yes, they did make me cry.

In this Interview With An Expert, Leah McTiernan, Vice President and Global Big Idea Product Manager, discusses how tracking your emotional roadmap allows brands to enjoy far higher levels of intent to buy and not need to compete on product features or price.

Ask The Expert 2012 Q+A Series

Tue, 24 Apr 2012 00:00:00 GMT

What makes an expert is years of hands-on experience. Sharing their passion for the art and science of advertising, senior experts from Ipsos ASI offer unique insights into what makes great advertising, great. In this series, seasoned experts will answer your questions, live, about the power of re-transmission, leveraging emotions in advertising, virality and wear out, leveraging social media, and better measurement for better outcomes.

Leveraging the Potential for ‘Word of Mouth’ and ‘Word of Mouse’

Fri, 13 Apr 2012 00:00:00 GMT

One of the most fascinating things about advertising is the impact of 'Word of Mouth' – or in today's reality, 'Word of Mouse'. No matter how you cut the data, of all the potential touchpoints a consumer can come in contact with, Word of Mouth (when present) has one of the strongest in-market effects.

The great thing is, is that Word of Mouth is so much broader a behavior than just virality. We see that great advertising demonstrates huge potential for a sharing effect, because of its social or story-telling value, or what Ipsos ASI terms ‘re-transmission.’ This is a powerful influencer: the sharing of the ad’s content from a trusted source becomes an endorsement of that product or message. The result? A multiplier effect on both ad reception and response.

In this Interview With An Expert, Wendy Swiggett, Senior Vice President of Global Ad Testing Development, discusses her fascination with the power of 'Word of Mouth' and how best to harness it to your advantage.

MACU Market Research: Concept, Idea and Product Testing for Credit Unions

Tue, 28 Feb 2012 00:00:00 GMT

The world is truly getting smaller while data are getting more abundant. The scale of economic clout is tipping towards developing markets. How do marketers evaluate consumer data and make the right marketing decisions when the means of reaching customers is different and constantly changing?

Is this the perfect storm?

Tue, 21 Feb 2012 00:00:00 GMT

As we contemplated what 2012 would hold, and explored and considered the coming year's trends, we recognized that the real value is not that we must be correct in predicting each trend, but rather in considering their implications: what would we do differently, or better, if each trend was true?

Thought Starter: Rethinking Ad Development

Fri, 02 Dec 2011 00:00:00 GMT

Great advertising is possible, even in today’s complex world. In our experience there are four things to keep in mind to help you to achieve it.

Thought Starter: Why Emotions Matter in an Ever Evolving and Complex Marketing World

Wed, 16 Nov 2011 00:00:00 GMT

A key insight from modern neurological research is that emotions developed as a way to rapidly signal what action or decision to take based on how a situation or experience makes us feel.

Thought Starter: Ad Transferability – Global Lessons Learned

Fri, 04 Nov 2011 00:00:00 GMT

Even when starting with airable copy in one country, some ads just don’t transfer well. We see that one third of the time (33%) an ad should not be aired at all in a second country, and another third of the time the ad needs optimization or tweaks before it should be aired. Only 34% of the time can an ad be aired "as is" in two countries.

Thought Starter: Media Planning in an Ever Evolving and Complex Marketing World

Thu, 20 Oct 2011 00:00:00 GMT

Media Planning is largely based on exposure data with the assumption that how people consume media represents its potential + efficacy. But our data-base of thousands of tracked campaigns indicates that more media consumption does not mean more effectiveness and certainly not greater budget efficiencies.