Advertisement Creative Analysis

We at SPI have frequently handled several quantitative analyses relating to the relation between advertising volume and sales. Our clients are also interested in some qualitative analyses, such as which factor in a TV advertisement creative is most effective. The differences among some flight pattern effects, such as how much of the determined volume is effective for weekly delivery, is another notable issue. At this time, case studies in regard to these qualitative analyses and flight pattern differences are presented.

Advertisement Indicator

Data for this advertisement evaluation, including awareness and affection of the advertisements as well as the match of the advertisements to the product name provided by a client, was utilized as advertisement indicators. Past advertisement creative materials were divided into two groups in each indicator: one group of materials which demonstrate high effectiveness in an indicator and the other group which does not; this analysis was done utilizing the comparison between them.

Advertisement Creative Elements

What we have done in this analysis is to make a list of TV advertisement creative elements and check whether or not the material included each of these elements; this procedure allowed us to identify which elements were present in an efficient group. Please note the list used at this time resulted from references to some literature and took into account the nature of the product targeted for analysis. Some sections in the list are described below.

• How to communicate a key message and a manufacturer / brand name
• How to show products and who appears in the product materials
• Where the material is, what time slot and what kind of BGM is used

1. How to communicate a key message and a manufacturer / brand name
There are many ways of communicating a key message and a manufacturer or brand name. Thus, the detailed comparison between the efficient groups was done with relative elements such as whether the communication was used with written Japanese or English, whether a ticker was utilized, or if a narration was thrown. We found most of the creative materials with written Japanese messages or names belong to the efficient group.

2. How to show products and who appears in the product materials
Airing a product within the time limit is one of the biggest issues facing creators of advertisement material. When observing which cut and which part of a product has been used and how long the part has been seen in each of the materials, many of the creative materials with extended product image exposure are included in the efficient group. We also found that customers are more likely to recognize an advertisement or a product name through a scene where a person actually uses the product.

3. Where the material is, what time slot and what kind of BGM is used
This analysis uncovered several differences between the effective creative and the non-effective materials regarding the backgrounds as well as the main product. Many of the materials used in the daytime scene were, for instance, classified as the ones belonging to the effective group. Regarding the BGM, the effect indicators tended to be high if the material included Western tunes, familiar songs or songs sung by famous artists.

Flight patterns

The next step was to figure out which flight pattern was the most efficient for advertisement indicators. Taking into account the limitation of data, this analysis was classified into three patterns: 'Burst and Continuity' in which high advertisement volume was delivered the first time, 'Pulsing', which was the occasional release of large volume, and 'Continuity' where a certain amount of advertisement was continuously aired.

The results showed that more than two-thirds of the materials utilizing Continuity were categorized as successful materials, while the number of the materials used with Burst and Continuity in the effective group were fewer than half of the all the Burst and Continuity materials. Thus, it can be assumed that Continuity would be the best flight pattern; this implication would be the starting point for study of the effects of flight patterns, even though further analyses are needed to generalize it.

These findings are just examples. We believe that a result depends on the product and the industry. Please contact us if you are interested in an analysis like the one described above, customized in accordance with your needs.

Author: Masami Ota / Analyst

Please contact us with questions or for more detailed information.
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