So much is riding on your DTC commercials Are your viewers watching - - PowerPoint PPT Presentation

So much is riding on your DTC commercials Are your viewers watching them?

Today, it is even more important to address the question of “How can I make my DTC marketing more efficient and impactful?”

While many factors impact DTC sales

• The uniqueness of the drug’s benefits
• Direct to MD marketing
• Competitive lead time
• Cost/value
• Competitive benefits
• Media budgets and media synergy plans

The right executions could increase the impact of your DTC marketing budget as much as eight-fold

Three sleep aid drugs started their marketing at about the same time with very different results – WHY?

Over $100 million in ad spending, Only $43 million in sales

The challenge to communicate to your target audience today is greater than ever before

Print Ads- Starch has found that the percentage of people who "read most" of an advertisement is almost always less than 15%, and usually a lot less

Today, this is the real world

Pretending that all viewers will pay attention to your ads and commercials results in highly misleading sales results

Great Advertising is a Balance

Emotional engagement Brand information for purchase Measured By

Verbal playback, imagery ratings and expressed purchase

Measured by

Physical involvement, engagement and motivation

Today, we have the tools to both pretest and track the impact of our advertising

Would they watch your commercial in the “real world”?

Potential audience Involvement for Caduet during first 30 seconds

Audience still watching

33% zapping first exposure Climbed to 38% on second exposure

PreTesting Group’s key predictive measures of zapping & wear-out were validated by 3,000 in-home commercial exposure meters

2 4 6 8 10 12 14 16 18 5-7am 7-10am 10-12N 12-3pm 3-5pm 5-8pm 8-11pm 11-12M Burger King Orig. Burger King CoqRoq Norm

Between 2005-7, advertisers received daily in-home commercial exposure info at their fingertips

They also received daily Internet visit/redemption info

Some recent Involvement findings

A Celebrex commercial with fair balance upfront resulted in over 53% zapping, mostly before they got to the benefits . . .

This 75 second commercial only had a zapping level of only 8%!

Measuring engagement

Measuring the “aha” moment

8X

July 09, 2007 AdAge.com By Jack Neff

New research from Omnicom Group's OMD …..indicates that not only does consumer engagement with media and advertising drive sales,

One engaged viewer is worth eight regular viewers in terms of sales

but it also can drive sales more than media spending levels., said

Mike Hess, director of global research and consumer insights for OMD.

TiVo: Viewers Don't Skip Engaging Ads

by Erik Sass, Yesterday, 6:18 PM

A new study from TiVo provides data supporting what advertisers have long suspected: Viewers are less likely to fast-forward through emotionally engaging advertising -- provided it's able to grab them in the first few seconds.

The study of 55 national TV ads revealed that ads which scored "low" in terms of emotional engagement were 25% more likely to be skipped than those ranked "high." The data, presented to the Advertising Research Foundation, charted the propensity to fast-forward through an ad depending on emotional engagement on a second-by-second basis. Ads that failed to hook viewers in the critical first few seconds would be skipped almost in their entirety. Ads that were engaging throughout tended to be viewed in their entirety, while ads that started strong but became less engaging were often fast-forwarded beginning in the dull spots.

Why immediate engagement is key

To measure engagement, we literally look through the eyes of consumers

Behavioral (saccadic/fixation) engagement becomes a lie detector for true interest

24

Today, nationwide, our viewer-friendly saccadic/fixation eye-motion recorders provide results in minutes

Engagement measurement is completely non-intrusive

The science behind our unique technology is backed by experts from M.I.T., Harvard, SUNY and others

My research and those of others have shown that eye movements during visual perception are linked to the underlying cognitive processes. The number of fixations and the rate of saccadic activity are related to the amount of information a consumer wishes to extract from the visual

• presented. Very low rates of activity would probably hamper a

respondent’s ability to recall details, and a significantly above average rate of saccadic activity would probably indicate a desire to obtain and recall more information from what is being shown. As described by

• Mr. Weinblatt, the rationale behind his measurements is

backed by science.

Advertisers, today, can now have insight that they never had before in terms of measuring true engagement with their executions

Just how engaged is the target audience?

To optimize your DTC executions, you must measure the complete picture

Involvement with execution Engagement with key elements

Impulse purchase & Competitive imagery

Validation of recall, message communication, Forced Exposure likes, dislikes, purchase intent…

Will consumers physically attend your execution? Will it intellectually engage them?

Will viewers desire your product on an impulse/ emotional level, in the presence

• f competition?

Which elements will engage them, if any?

So what happened with Rozerem?

29

While the Rozerem “Beaver” and “Abe Lincoln” ads received high IAG Internet recall and likeability scores . . .

Brand Company Description 1 Nasonex Schering- Plough Animated bee 2 Rozerem Takeda Lincoln, beaver, diving suit at bus stop 3 Vytorin Merck/ Schering- Plough Tuna, peas, grandma Louise 4 Lipitor Pfizer

• Dr. Robert Jarvik

5 Chantix Pfizer Tortoise, hard 5 Vytorin Merck/ Schering- Plough Grandpa Bo, bowtie pasta 6 Lunesta Sepracor Luna moth 6 Cialis Eli Lilly Couples in romantic places 7 Gardasil Merck Young women want to be "one less" 7 Rozerem Takeda Lincoln, beaver, diving suit in office

Most Recalled New Prescription Drug/Vaccine Ads

Rozerem “Dreams Miss You :60” November 2005

Audience still watching

Zapping (wear out) for Rozerem was very high

45% Zapping for Rozerem vs. 26% for Lunesta

32

10 20 30 40 50 60 70 80 90 100

first exposure High initial Visual engagement High overall initial engagement

Average ELF

There was a noticeable loss of engagement at the commercial’s midpoint when the name,

Rozerem, was displayed and the voiceover mentioned the product’s unique safety profile.

Level of specific element engagement

• First exposure involvement with the Rozerem

Portrait advertising was significantly below average (half the norm), with second exposure involvement also below average.

• Involvement with Jump Rope was also weak

during both first and second exposures.

1-Pg DTC Norm Portrait Jump Rope (N=100) (N=100) seconds seconds seconds First Exposure Involvement 8.3 Rozerem 4.2 6.1 Second Exposure Involvement 5.4 Rozerem 3.6 3.1 Involvement

Print involvement/engagement “Portrait” and “Jump Rope”

1 2 68 68 62 3 14 14 14 4 22 8 4

Order of Examination % Read One Line or More % Read Half or More % Read Fully

Rozerem “Dreams Miss You :60” November 2005

1 2 68 68 62 3 34 8 5 4 22 22 4 6 4 2 2

Engagement with Rozerem Jump Rope

5 20 16 7

Order of Examination % Read One Line or More % Read Half or More % Read Fully

Two year In-Market Results Better insight and resulting executions could have helped

Over $100 million in ad spending, Only $43 million in sales

A few general findings

Third party voiceovers usually significantly lower engagement, increase zapping and speed up wear out

Zapping = 23% on first exposure, 38% second Initial engagement = 27% Recall = Below average

While having the “patient” speak to you significantly increases engagement

Zapping = 16% on first exposure, 12%

• n second

Initial engagement = 54% Target audience recall= well above average

Except if she uses tired slang

(18% zapping when she said “I’m an on-the-go woman”)

Total Zapping = 28% first exposure, 31% second Initial engagement = 44%

Animation significantly helps in keeping engagement for “embarrassing” ailments

Total Zapping = 15% first exposure, 17% second Initial engagement = 54% Recall above average

There is more need for DTC advertising today than ever before But is has to involve, engage, educate and motivate

Opt ptimizing imizing Your

• ur Competit
• mpetitiv

ive e Edge Edge

PreTesting Group 38 Franklin Street Tenafly, N.J. 07670 201 5694800 www.pretesting.com