Millennium Monitor. - Colmar Brunton

Ad-valuate..Ad-valuate is a module-basedend to end advertising researchprocess. It covers strategydevelopment through toexecution refinement.What makes Colmar Brunton’sAd-valuate so unique?

Ad-valuate utilises 5 powerfulinsight modules…1. CampaignLOGIC2. Archetyping3. Iconographics4. FORM5. EyeMAPLogicAd launchCreate Optimise ResultsAn end to end process.ResearchNeedAd-ValuateModuleOutcomes:Brand strategyCampaignstrategyCampaignLOGICAsoundstrategicplatformConceptdevelopmentArchetypingIconographicsA campaignthat meetsbrand strategygoalsConceptPre-TestingExecutionPre-TestingFORMEyeMAPExecutionswhichmaximisecampaignperformancePost LaunchEvaluationFORMEyeMAPFurtherrefinement andmeasurementof campaignROI

OptimiseCampaign performance.Pre-testing campaigns and executionscan be hit and miss. Relying solely onqualitative research feedback can onlyprovide half the result and does not fullyminimise risk.We use a combination of qualitativetechniques with our FORM tool for TVexecutions or EyeMap for print executions.FORMFORM measures emotional responsethroughout the ad, in much the same wayas the political worm. FORM enablesus to analyse the content of the ad, andto evaluate emotional response to theexecution, second by second.Different FORMs are more suited todifferent types of ad messages, so weassess the structure and FORM of theexecution to ensure it is optimal for themessage.Different ads have verydifferent FORM ofemotion:Positive BuildEmotional SwitchNeutralPeaks and Troughs

OptimiseCampaign performance.EyeMAPPress and outdoor ads may be static, butthey move viewers through a story just asa TV ad does. EyeMAP is an online tool weuse to test how viewers move through thestory. EyeMAP will tell us where the eyeis drawn first, then second and then third.Effective print advertising first draws the eyeof the viewer to the most critical element ofthe message, and it is important to ensurethe message, the brand icons or logo, andthe call to action are within those three focalpoints. EyeMAP is an excellent pre-testingtool for print advertising to ensure that it isworking precisely as we want it to.ResultsMeasurement.Most campaigns are measured tounderstand if they are working. Campaignmanagers want to know if the campaignis on-strategy and if not, how can it beimproved. It is also critical to understandthe ROI of a campaign.Ad-valuate can be used in ad trackers toboost the insights obtained through thetracker. In addition to standard KPIs weoften use FORM and EyeMAP to providemore detailed feedback on the performanceof executions.FORM in particular can be used tounderstand the second by secondperformance of an ad and can isolate theseconds of an ad that are weaker or morepowerful. Knowing which precise momentsof the ad which are working or not workingprovides a lot of power in finessing theexecution to further meet the campaign andbrand strategy.

Ad-valuate.Want to know more?Contact Leon Ward on 07 3026 3000, oremail: leon.ward@colmarbrunton.comwww.colmarbrunton.com