the halo effect: effects of the environment on digital brand advertising
TRANSCRIPT
The Halo Effect
Effect of the environment on digital
brand advertising
#FTHalo
Simon McDonald
Nigel Jacklin
WELCOMHalo Effect
#FTHaloE
CONTEX
T
tabloid newspaper
Vogue
$40
$250
VOGU
E
BLACK BO
X
CONTEXT IS
Q
U
E
E
N
Enders Analysis & Millward Brown
CONTEX
T“Not everything that can be counted
counts, and not everything that counts
can be counted”
Albert Einstein
HALO EFFEC
TSimon McDonald
InSites Consulting
www.insites-consulting.com
Halo EffectEffect of the environment on digital brand advertising
The Halo Effect
Effect of the environment on digital
brand advertising
#FTHalo
Simon McDonald
BACKGROUND
Background
In digital advertising, it is easier than ever to target specific audiences with
little regard for the advertising environment it appears on
#FTHalo
Environment has always carried huge weight in planning a campaign across established media…
the Halo Effect
Background
#FTHalo
Observable Halo Effect of Quality Ad Placement on brand perceptions creating more…
Sources:
Previous FT Halo Study
BBC Advertising Dress Test
IAB VW campaign test
OPA emotional link test
Awareness
Expensive
Trust
High Quality
Higher advocacy and WOM
Purchase intent
Closing the sale
#FTHalo
BACKGROUND
Background
Is this still the case for digital advertising?
#FTHalo
BACKGROUND
Objective of study
We set out to prove that environment matters more than ever in digital
advertising
#FTHalo
We set out to prove...
Not all content
providers are equal
Consumers have strong views on attributes associated with specific content providers
A ‘rub off’ effect
exists
Perception of the content provider will effect the consumer’s perception of the brand which is advertised
You can’t fit a
square peg in a
round hole
Consumers have opinions on where brands should appear
Right environment =
implicit added value
to a brand
Not just a natural association, but even the system 1 part of the brain reinforces this
#FTHalo
So how did we do it?
Test Questions
Quantitative online survey
Global independent sample (1,008)
(40% UK, 30% US, 20% Europe, 10% APAC)
High income, full time working
respondents
Respondents aware of at least 1 out of 10
selected content providers
Method
Content Provider Assessment
Product Attribute Evaluation
Brand Matching
Implicit Test
#FTHalo
10 digital content providers, 6 brands
Media and brands
Established Content
ProvidersEmerging Content Providers
Brands
#FTHalo
Dimension 1: Media AttributesWhich media sites deliver on which attributes?
#FTHalo
Attributes Associated with Different Media
Much higher and stronger perception of established content providers across key attributes versus emerging content providers
high quality
trustworthy
business advantage
prestigious
leader
essential reading
thought provoking
innovative
unique
boring
light-hearted
untrustworthy
0%
10%
20%
30%
40%
50% Established
Emerging
To follow are a number of attributes about the different websites. For each attribute, please tell me which website(s) you would associate with it.
Media Attributes#FTHalo
Dimension 2: Product AttributesWhat is important when buying a new product or service?
#FTHalo
Product Attributes
So, which is important when considering to purchase each of these products or services?
Which are the most important attributes?
Leader
ContemporarySuccessful
Innovative
Traditional
PrestigiousTrust
High quality
Contemporary
Prestigious
Innovative
Traditional
Leader
High quality Successful
Trust
Prestigious Traditional
Contemporary
Innovative
Leader
Successful
High quality
Trust
Traditional
Prestigious
Contemporary
Leader
Successful
Trust
Innovative High quality
Traditional
Leader
Contemporary
Prestigious
Successful
Innovative
Trust
High quality
PrestigiousTraditional
Contemporary Innovative
Leader Successful
High quality
Trust
Most important
Least important
WatchBanking Services
Flights/ Airline
Technology Services
Car B2B services
#FTHalo
Product Attributes
So, which is important when considering to purchase each of these products or services?
High quality and trust are the most important attributes
Leader
ContemporarySuccessful
Innovative
Traditional
PrestigiousTrust
High quality
Contemporary
Prestigious
Innovative
Traditional
Leader
High quality Successful
Trust
Prestigious Traditional
Contemporary
Innovative
Leader
Successful
High quality
Trust
Traditional
Prestigious
Contemporary
Leader
Successful
Trust
Innovative High quality
Traditional
Leader
Contemporary
Prestigious
Successful
Innovative
Trust
High quality
PrestigiousTraditional
Contemporary Innovative
Leader Successful
High quality
Trust
Most important
Least important
WatchBanking Services
Flights/ Airline
Technology Services
Car B2B services
#FTHalo
Dimension 3: Brand MatchWhich adverts would you place in which media site?
#FTHalo
Six brands shown in rotation and respondents asked to match which
of the nine websites most suitable to advertise in
So, for the brand X, which website(s) do you think would be the most suitable for this brand? Based on respondents who are aware of websites
Brand Match#FTHalo
Established57%
Established 59%
Established 47%
Established 54%
Established53%
Established 48%
Emerging27%
Emerging41%
Emerging29%
Emerging 41% Emerging
38%Emerging
34%
20%
40%
60%
Which site should advert appear in
Average of 51% more placements in established media compared with emerging
media
Brand Match
211 143 162 132 139 141
Index (Established compared to emerging media)
Please have a look at the brand below and select the websites which you think the brand should appear on.
#FTHalo
Dimension 4: So What?What is the effect on perception of the brand when it appears in
different sites?
#FTHalo
Implicit Test
Implicit Test:
What effect does the media brand have on perceptions of the advertiser?
InnovativeSuccessfulTrustworthyPrestigiousLeaderTraditionalContemporaryHigh quality
+ = (?)
#FTHalo
Implicit testImplicit Test#FTHalo
Implicit testImplicit Test#FTHalo
ADDED VALUE OF
IMPLICIT MEASUREMENT
NICHE
POTENTIAL
Low agreement, but fast reaction time
Brands here have a small, loyal following
The best place to be
High agreement, quick reaction
time. These are natural and
spontaneous associations.
High agreement, but slow reaction time.
These are potential associationswhich can become natural if the given brand enhances the communication.
% of respondents
Re
ac
tio
n tim
e (fa
ste
r)
LIMITS
Low agreement, slow reaction time.
These items are not linked with brand.
Implicit testing to
highlight areas that
perform well in consumers
“system 1” thinking.
Fast, frequent, automatic
thinking
NATURAL
Which of the following would you associate with “honest”
Three second test for each individual. Three seconds to hit the space bar
• David Cameron
• The Queen
• Ed Milliband
• Simon Cowell
• Ant and Dec
• David Attenborough
Implicit Test@MCDONALDSIMON
Which of these people do think are “honest”Occurrence
76%
64%
59%
28%
25%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
David Attenborough
The Queen
Ant and Dec
Simon Cowell
David Cameron
Ed Milliband
All respondents
Which of these people do you think are honest? 3 seconds to hit the space bar for each
Implicit Test@MCDONALDSIMON
David Attenborough
The Queen
Ant & Dec
David Cameron
Ed Milliband
Simon Cowell
900
950
1000
1050
1100
1150
1200
20% 30% 40% 50% 60% 70% 80%
Implicit measurement
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
People associated with HONEST
Trust
Successful
High quality
Leader
Traditional
Innovative
Prestigious
Contemporary
Trust
Successful
High quality
Leader
Traditional
Innovative
Prestigious
Contemporary
900
950
1000
1050
1100
1150
1200
30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%
Emerging
Established
Credit Suisse - Implicit
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
Size of circle equates to importance when purchasing financial services
High quality
Trust
Innovative
High quality
Trust
Innovative
800
850
900
950
1000
1050
1100
30% 40% 50% 60% 70% 80% 90%
Emerging
Established
Lexus - Implicit
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
Size of circle equates to importance when purchasing a car
Trust
High quality
Successful
TrustHigh quality
Successful
850
900
950
1000
1050
1100
1150
1200
45% 50% 55% 60% 65% 70% 75% 80%
Emerging
Established
British Airways - Implicit
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
Size of circle equates to importance when purchasing airline/flights
High quality
Prestigious
Trust
High quality
PrestigiousTrust
850
900
950
1000
1050
1100
1150
30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80%
Emerging
Established
TAG Heuer - Implicit
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
Size of circle equates to importance when purchasing a watch
High quality
InnovativeTrust
High quality
Innovative
Trust
700
800
900
1000
1100
1200
35% 40% 45% 50% 55% 60% 65% 70% 75% 80%
Emerging
Established
IBM - Implicit
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
Size of circle equates to importance when purchasing tech services
Trust
High quality
Successful
Trust
High quality
Successful
850
870
890
910
930
950
970
990
1010
1030
1050
30% 35% 40% 45% 50% 55% 60% 65% 70% 75%
Emerging
Established
KPMG - Implicit
% of respondents
Reaction tim
e (faster)
Implicit Test
NICHE
LIMITS POTENTIAL
NATURAL
Size of circle equates to importance when purchasing B2B services
Trust
High quality
Successful
Trust
High quality
Successful
880
930
980
1030
1080
40% 45% 50% 55% 60% 65% 70% 75%
Emerging
Established
Summary / Average for all 6 brands
Implicit test
% of respondents
Reaction tim
e (faster)
NICHE
LIMITS POTENTIAL
NATURAL
Implicit Test
Size of circle equates to importance
What to remember?5 tweetaways#FTHalo
5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products and services #fthalo
5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products and services #fthalo
Consumers 80% more likely to associate quality and trust with established online media brands compared with emerging media #fthalo
5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products and services #fthalo
Consumers 80% more likely to associate quality and trust with established online media brands compared with emerging media #fthalo
Consumer as media planner places 50% more ads in established websites v emerging #fthalo
5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products and services #fthalo
Consumers 80% more likely to associate quality and trust with established online media brands compared with emerging media #fthalo
Consumer as media planner places 50% more ads in established websites v emerging #fthalo
Ad placement in established trusted media sites has positive implicit impact on consumer perception of brands advertised #fthalo
5 tweetaways
Trust and high quality top attributes when consumer looking to buy new products and services #fthalo
Consumers 80% more likely to associate quality and trust with established online media brands compared with emerging media #fthalo
Consumer as media planner places 50% more ads in established websites v emerging #fthalo
Ad placement in established trusted media sites has positive implicit impact on consumer perception of brands advertised #fthalo
Ad environment, context and placement online is as important for brands as ever #fthalo
