Now You Can Forget About Ad Test Predictive Modelling

Over the past 15 years, our media consumption habits have changed dramatically. Since the first video, “Me at the zoo” was uploaded to YouTube, people started turning away from traditional pay-TV services to online video-on-demand platforms. 15 years later, and 1 billion hours of YouTube are watched every day by 30 million users. It opened the door for new business models, channels of engagement and ways to understand what truly matters to the consumers.

YouTube users are incredibly engaged. 

The breadth of content available on YouTube is vast. It touches every consumer, their hobbies, interests, and skills that they are willing to learn. All of this is available to anyone across the globe with just a click of a button. Using endless ways to consume the content, viewers can entertain themselves, see different perspectives on life, or get inspiration. Searching for topics of interest is easy, and once they click on a first video in their browser, all of their attention goes straight to watching the content for nearly 22 minutes on average.

It’s not a secret that YouTube became an imperative channel for advertising. It gave brands opportunities to access customers across the globe with just a few clicks of the button. YouTube targeting capabilities allow brands to reach the right audience at the right time. But is it enough to have a successful advertising campaign?

The new challenge for Advertisers and Market Researchers is here.

With such an increase in the amount of content came new challenges for brand managers and advertisers. In this era, we are facing a content overload. As a result, we, as consumers, are easily distracted, have a harder time making decisions, and turning to heuristic cues to analyze information.  In the past 20 years, our attention span has dropped 30% and is now less than a goldfish.

These days, to reach the consumers, brands need to stand out in the pool of the advertising clutter and online information content. The advertisers need to continuously increase the bar and develop new creative ways of getting viewers’ attention. Pretesting of the advertising campaigns becomes increasingly essential to increase ROI. It guides decision-makers to choose the most successful campaign and saves time, money, and brand reputation. 

The market research industry has a long history of helping brands achieve the success of their advertising campaigns. There are a variety of approaches to predict future ad performance. Focus groups, predictive modelling, eye tracking devices are among the most popular tools. However, they all have one major flaw when it comes to testing digital advertising. They all involve a forced exposure to advertising, which is unnatural to how consumers behave in real life.  For this reason, the predictions often contradict the actual market performance.   

We have a solution.

Snap is a cutting-edge approach for testing digital advertising. With this solution, we don’t model and predict truths about human behaviour. Instead, we observe and analyze how consumers will behave in real life. Snap gives decision-makers realistic insights on how the new digital campaign resonates with the audience and how likely it would succeed in the marketplace.

Snap is powered with 3 key elements that determine ad success:

  1. Simulation of the real-life experience reveals the actual viewer engagement levels and advertisings’ potential to make a branded impression.
  2. Additional questions yield deep insights on ads’ potential to leave a strong positive impression on the consumer.
  3. Linking your results to our normative database reveals opportunities for strengthening the ad potential. These normative metrics are collected among the same target consumer as your brand for an accurate comparison.

With our cost-effective and agile Snap solution, you can get the insights right in time to make a final decision with confidence. 

Contact us to learn more about Snap.

This is How You Cut Market Research Costs and Increase the Quality of an Insight

Have you ever worked with full-service research companies? How satisfying was your experience? Were you happy with the processes and the ROI of the received insights? According to the latest GRIT report, only 55% of the clients are satisfied with their market research suppliers. And I don’t blame them.

I worked on both receiving and supplying end of the trade and I wasn’t always happy with what I was delivering to my clients. Supplier-side is always on a time crunch. I was often working on 5 to 7 projects at the same time, all with the conflicting timelines. Between managing these projects, a team of analysts, and communicating with programmers, I was happy to get the report out of the door. Often, I did not have enough time to sit and dig deeper into the data to find the golden nuggets. It wasn’t something that I was proud of. I was stressed out. My inner perfectionist was crying.

Then there was a client-side. It was a fantastic experience of learning the ecosystem and the processes of the actual consumption of the information and the insights. Even though I was content, I knew that I could do more. I saw a lot of companies who are yearning for information, but their budgets are not big enough to go with the conventional market research companies.

InLight InSight was born – a boutique quantitative research house carrying all the industry knowledge in one head. There are many advantages of working with an Independent Market Research Specialist starting from cost and finishing with quality and speed of work.

Expertise

Independent Market Research Specialists don’t just start right out of the college. The majority has at least ten years of experience working in the field. Specialists have seen it all, and we know what works and what doesn’t. Moreover, a well-rounded specialist would understand both sides of the business to ensure that all stakeholders are satisfied.

Lower Cost

There’s no office lease and expensive advertising, no salaries and team lunches. There is only a straight cost of the research and the time required to conduct the study. An experienced specialist would know where to get the best bang for the buck, would it be the design of the research or connections with survey programmers and panel companies.

Easy and Clear Communication

There’s no broken phone. There is no handing down from VP to a Research Manager to an Analyst, who later communicates with the rest of the departments involved in the process. When working with an Independent Specialist, you always stay in contact with just this person. This person gets wholly emerged in your business, the history of it and the problem on hand. As time passes, the communication becomes more relaxed because there is no need to repeat the same information over and over again.

Shorter Time and Flexibility

The right specialist takes pride in being agile. Clients are time-pressed more than ever. Most of the insights need to be “delivered yesterday.” Last-minute changing priorities and research objectives are becoming the norm. Because there is no communication between various departments, Independent Market Research Specialist can set up a study within days and pivot the direction of research within seconds.

Quality Rather Than Quantity

Empowering companies with information is the reason I got into research. I bet a lot of Market Research Specialists would agree that we are not robots that just produce reports. We are people who love helping companies know more about their customers and brands. The quality of the insights is far more critical than the number of projects that we take on.  And it pays off. According to the latest GRIT report, clients are the most satisfied with the Market Research Consultants.

A famous Vienne diagram shows that you can only have two of the three aspects of research: good quality, fast or inexpensive. I agree to disagree. I believe that all three are easily achievable with the right expertise and attitude, and I cannot wait to prove it to you.  

Contact us to learn more about our offering!

Sources: https://www.flipsnack.com/GRITarchive/2019-grit-insights-practice-report.html