NAIROBI, Kenya, Jul 5 – Brand and Marketing executives are set to make better decisions on their advertising budgets, benefiting from a new research tool that measures an advert’s effectiveness.
The SPOT ON tool, launched on Thursday by research firm Ipsos Synnovate encompasses a data collection system that will enable researchers to accurately measure the quality of advertisements and its potential to generate expected Return on Investment by any company.
Speaking during the launch, Head of Ipsos Advertising Systems & Insights (ASI) Pan Africa, Jacek Otffinowski, noted that the tool has been tailor-made to assist marketers in making informed decisions when investing in advertising as a marketing tool.
He said marketers have been disappointed by investing so much money on an advertising campaign which produces less returns. The Kenyan advertisement market spend on radio, television, newspapers and cinema is currently more than Sh65 billion.
“Currently, the most precise way of looking at isolated impact of advertising on sales is through marketing mix modelling; this, however, is costly and takes time. Quite often, when you get the results it is too late. In the worst-case scenario, the money is already in the bin,” said Otffinowski.
He added: “The advert must show strong potential to cut through the clutter with brand related messages and be able to generate consumer response, attitudinal and or behavioural change.”
SPOT ON measures advertisements performance by checking how well the respondent remembers an advertisement that has been on air for approximately two weeks.
Ipsos Synovate Kenya Managing Director, Maggie Ireri said the tool also measures the influence of tested advertisement on purchasing intent and attitude towards the brand.
“Such huge investment requires informed and deliberate choice of channels in order to ensure maximum impact, “said Ireri.
The research process by the SPOT ON tool takes approximately 21 days to analyse the advertisement, from the first day of airing.
The tool analyses quantitative data based on 400 interviews, giving knowledge on not only how effective the advertisement is, but also what potential changes could increase its performance.