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1、Addressable/AdvantageHow Addressable TV Makes Audiences HappyCreativity is the fuel that propels advertising to achieve greater impact.It elevates the business effect,producing a multiplier for the media that presents it.Higher performing creative attracts more attention and holds it for longer.Its

2、more memorable.It elicits more feeling.It builds brands for the long-term.And is far more likely to achieve direct effects in the short-term.System1s experience testing more than 90,000 ads,with 10 million people,in 90 countries offers us unique insight into the business effects of creativity.Togeth

3、er with Finecast,the global leader in addressable TV,we seek to enable every brand to produce advertising creative thats more effective.This important research is the first of its kind for addressable TV.It builds on the findings of Look Out,by Orlando Wood and the IPA.It reveals new evidence to inf

4、orm creative choices for addressable TV advertising.And above all,it aims to inspire advertisers to achieve the strongest return on creativity.”Jon EvansChief Customer OfficerAddressable TV is a rapidly expanding and dynamic media landscape that presents an exciting opportunity for advertisers.As th

5、e global leader in this field,Finecast recognises that measuring the effectiveness of addressable TV is the cornerstone for advertisers to achieve their business objectives.Our conviction is based on three fundamental principles.Firstly,we acknowledge that TV,with its captivating sound-on,full-scree

6、n,and motion-picture experience,is an advertising platform that naturally commands more attention from viewers(see our Thinking Inside the Box research).Secondly,we believe that targeting specific audiences with TV advertising elicits a stronger business impact.And finally,we recognise that independ

7、ent measurement and research collaboration are crucial in providing the industry with evidence to make informed and effective advertising choices.Finecast is proud to present new research from System1 that delves into the predicted business effects of addressable TV advertising.This study identifies

8、 the addressable advertising features that generate the most intense and effective emotional response and provides compelling evidence for the advertising creative features that enhance both short-term and long-term effects of addressable TV.With this evidence in hand,advertisers can create more imp

9、actful and effective addressable TV campaigns.”Kristian ClaxtonManaging Partner Global Solutions&Innovation StrategyTheBackgroundThe plan for this System1 and Finecast project was hatched in the opening hours of 2022s Cannes Lions International Festival of Creativity,after a packed morning session u

10、nder glorious Riviera sun.The Triple Jeopardy of Attention panel saw three speakers disrupt that sunshine with a looming cloud of concern.By undervaluing attention as a metric and goal for advertising,they warned,you put its effectiveness in jeopardy.Naturally,there was a silver lining.With the righ

11、t creative,attention and effectiveness would rise again.So what happens to effectiveness when you combine great creative with an addressable audience showing the right creative to the right people?That morning,System1 and Finecast decided to find out.Before we talk about the plan,lets take a look at

12、 the attention problem we need to solve.The Triple Jeopardy of Attention outlined three interlocking threats to effectiveness with one common root:advertising is failing to win audience attention.Too often marketers have the wrong priorities for attention,the wrong channels for attention and the wro

13、ng creative for attention.Effectiveness expert Peter Field outlined the first threat.The relationship between share of voice and share of market has weakened drastically over the last decade.Field laid the blame squarely on“the legacy of performance-think”.An emphasis on digital performance marketin

14、g,focusing on short-term sales boosts at the bottom of the marketing funnel,has reduced the investment in brand-building,top-of-funnel advertising.Rather than attract the attention of new or future customers,this prioritises a scramble for the attention of customers who are already engaged.This shif

15、t,Field argued,has broken the relationship between share of voice and growth.continuedKaren Nelson-Field,CEO of Amplified Intelligence and author of The Attention Economy,put forward the evidence for the second threat to attention.Nelson-Field explained that the vast majority of digital media budget

16、 is spent on advertising platforms that offer“viewability”but with levels below the memory threshold.Put very crudely,you need to keep someones attention for 2.5 seconds before you have a chance of influencing memory.Around 85%of digital ads dont do this.Marketers are using the wrong channels for at

17、tention.Finally,Orlando Wood,System1s Chief Innovation Officer,outlined the third threat.There are different kinds of attention in play,and the elements in creative advertising that attract the most valuable kind of attention havebeen in decline.At this point in the Cannes panel,one might be forgive

18、n for looking forlornly toward the Mediterranean sky,searching for a bit of sunlight topierce the gloom.And Orlando provided it,reminding us that while great creative is in decline,its far from extinct.And its still the most effective way to drive the kind of attention that builds strong brands.Orla

19、ndo drew on his hit books Lemon and Look Out(published by the IPA)to point out the elements of advertising that are most reliably effective.These are invariably the elements that attract the attention of the right hemisphereof the brain.The two sides of the brain pay attention to the world different

20、ly.The left brain is the domain of narrow-beam attention the sense of focus we feel when we are intent on a specific task.The right brain governs broad-beam attention the wider alertness that lets us notice interesting things or familiar and enjoyable patterns.Both kinds of attention are useful to a

21、dvertisers.If youre trying to close a deal with someone who already knows and likes your brand,the narrow-beam attention of the left-brain can be very helpful.But if you want to create that knowledge and liking in the first place,and build your brand by reaching new people,you need broad-beam right-

22、brained attention.Which is the kind of attention great,entertaining,emotional creative work gets you.continuedTheBackgroundThis was the light bulb moment for System1 and Finecast.Could addressable TV help great creative to beat the triple threat?We needed to find out.Our hypothesis was that addressa

23、ble TV serving different ads to different audiences-can help deal with all three threats.Addressable TV can help to solve the first threat tighter budgets pushing marketers away from broad reach media because its a cost-effective way of growing your reach and hitting the most likely new customers.It

24、 can solve the second threat marketers embracing platforms that dont build attention.It takes a platform that builds attention TV in its many forms and channels then makes it more accountable and precise.Were engaging addressable audiences,not broad audiences.And it can solve the third threat,of a d

25、ecline in creative effectiveness,by serving the right ads at the right time to the right addressable audience.Supercharging the inherent creative effectiveness of the work.We left that Cannes panel buzzing with questions.Were we right that addressable TV could boost effectiveness and grow the busine

26、ss impact of ads?Do addressable audiences respond differently to TV advertising thats targeted towards them?And if so,what can brands learn about the addressable audience response to improve the advertisingcreative they produce?This report has our answers.TheBackgroundBefore we explain the insights

27、that we found,lets quickly cover the quantitative research we did to create Addressable/Advantage.In this study,System1 measured the audience response to TV advertising from 46 of Finecasts largest advertisers in the UK,USA,Canada and Australia.The research sought to understand the different respons

28、es to TV advertising for a broad audience and a more targeted audience the addressable audience.We wanted to measure the effect that addressability might offer to advertisers,specifically how more targeted audiences respond to the advertising creative.Might they elicit a response that elevates atten

29、tion and grows business effect?In total,we completed over 13,000 interviews both with the addressable audience and broad audience groups.In this study,we will refer to the target audience as the addressable audience and the nationally representative audience as the broad audience.To test each ad,we

30、recruited a quantitative sample panel of 150 people from the intended target audience for the advertiser,the addressable audience.We then recruited another 150 people who reflect the nationally representative population of adults the broad audience.The categories and brands featured include:Banking(

31、Lloyds),Skincare(Bulldog),Toys(Hasbro),Travel(Jet2Holidays,Royal Caribbean,Haven,IHG),Household(Andrex,Roborock,Vileda),Soft Drinks(Vimto),Alcoholic Drinks(Dom Perignon),Delicatessen(Crosta&Mollica),Dairy&Plant Based Drinks(Yoplait,Alpro,MOMA),Baby(Cow&Gate),eCommerce(eBay),Fashion(Jimmy Choo),Healt

32、hcare(Benenden Health),Food Supplements(Envive),Cremation(Simply Cremations),Building Supplies(Trade Point),Messaging(Whatsapp),Books(Audible),Automotive(Cinch,Mini,Volvo,Shell),Gambling(William Hill)and Outdoor(Webber,Honda Lawn&Garden).The 46 ads covered a variety of advertiser brands and categori

33、es.For each ad,System1 measured the response from each addressable audience that Finecasttargets for each brand.TheAdvertisingStar RatingThe Star Rating is based on how positively viewers respond to the ad.It predicts the potential of an ad to contribute to long-term brand growth and runs from 1 to

34、5Stars.The higher the Star Rating,the more brands should invest in and build campaigns around the ad.Around half the ads in System1s database score only 1Star,and only around 1 in 100 ads gets the top,5Star rating.Spike RatingThe Spike Rating predicts the potential for an ad to drive short-term sale

35、s.The Spike Rating is based on how intensely viewers respond to the ad and how quickly they connect the ad to the brand.Fluency RatingBrand Fluency is a measure of how quickly and easily a brand is recognised.Fluency is a warning light if Fluency is low then the ad may be emotional but isnt making p

36、roper use of brand assets.Headline MeasuresOur quantitative model is the same one System1 uses for commercial ad effectiveness testing.The aim is to measure emotional response to the ad as the IPA validated methodology proves that the more you feel,the more you buy.Taken together,these responses com

37、bine to give us three key measures of creative impact on commercial effectiveness.TheMeasuresEmotional IntensityHow strongly a viewer feels the emotion if they feel one at all.Both positive and negative emotions can be strongly felt,and intensity affects the Star and Spike scores as well as being a

38、useful indicator of how hard an ad is hitting its audience.Reasons for EmotionWe ask people why they felt the emotion they did.They can give their reason from scratch,agree with someone elses reason or expand on that reason.This tells us not just what is driving emotion,but which reasons are most wi

39、dely felt.Key AssociationsWe also ask what viewers took away from the ad the main words,phrases or associations theyre left with.Its a way of uncovering whether the ad is communicating what the brand wants it to.IPA ValidationIPA Validation:System1s Star rating has been validated in experiments with

40、 the IPA and shown to predict market share change within categories.For this study,its a perfect fit because of the central role it gives to emotion.How people feel about an ad happiness,anger,surprise,or a range of other emotions(including none)is crucial when youre trying to measure the degree to

41、which an ad makes an audience feel.Diagnostic MeasuresWe also ask diagnostic measures.Mostly these dont feed into the headline effectiveness measures,but they do deepen our understanding of the response to an ad.These diagnostics are vital in creative development they give pointers to how an ad can

42、be improved and where its weaker spots are.TheMeasuresSetting theSceneTriple Jeopardy is three things:the withdrawal of media money from brand and putting it into performance marketing,and the short-term,on a massive scale it has drained the mental availability fuel supply,if you like.”Peter FieldAt

43、 the outset of this report,we introduced what Peter Field,the humble Godfather of Effectiveness,describes as the Triple Jeopardy of Attention.Setting theScene for AttentionAmplified Intelligence measurement of human attention attracted by a random sample of 130,000 digital ad views shows that 85%of

44、ads hold attention for less than 2.5 seconds.Whats the significance of this?In Nelson-Fields own words,its that“mental availability and memory starts to kick-in at roughly around the 2.5 second mark”of an ad.If this sounds like an attack on the effect of digital advertising platforms,its not.Rather,

45、its a lightning rod for advertisers to better understand the attention that different advertising platforms are likely to achieve.continuedHelpfully,insights previously revealed in Finecasts Thinking Inside the Box research series jointly created with Amplified Intelligence and UCL Professor Joseph

46、Devlin lay a foundation of knowledge for Addressable TV.There are two key take-aways:First,Amplified Intelligence explain that addressable TV and linear TV attract higher viewing percentages than other popular digital platforms.The following chart from Amplified Intelligence explains that other popu

47、lar digital platforms attract strong initial attention,before decreasing within the first few seconds of viewing.Meanwhile,attention on linear TV and OTT TV is maintained for longer,enabling the advertising creative to tell its story.3”6”9”12”15”0%25%50%75%100%Platform percentage of viewers looking

48、directly at advertising%of viewers looking directly at advertisingOTT TVLinear TVDigital Platform ADigital Platform BAd LengthSource:Finecast Thinking Outside the Box written by Amplified Intelligence May 2022.Internal Amplified Intelligence DataSecond,research from UCL Professor Joseph Devlin found

49、 that addressable ads produce more brain activity than non-addressable ads in neural networks related to attention,emotion,reward and memory.The research was conducted through two experiments(fMRI brain scanning and online behavioural testing)that used ads from four categories:Auto,Travel,Petcare an

50、d Gaming.Not only do addressable ads trigger a higher level of attention and emotion,but they are also recalled better,with a 10%increase in accuracy and a faster response time than ads among a broader audience.Knowing that addressable TV advertising attracts high attention and that addressable audi

51、ences elicit more brain activity is helpful context as we now explain new findings from System1s research.Setting theScene for AttentionMore FeelingTV advertising elicited more intense emotion and more happiness among addressable audiences.This is helpful because feelings of happiness and more inten

52、se emotion are related to stronger business effect in the real world.Stronger Short-Term Spike EffectTV advertising is predicted to grow immediate,more direct business effect among addressable audiences in the short-term.This immediate impact makes addressable TV particularly interesting for adverti

53、sing used to achieve business outcomes in the mid or lower levelsof the marketing funnel.Stronger Long-Lasting Star EffectTV advertising is predicted to achieve stronger long-lasting business effect among addressable audiences.Using addressable TV alongside other broad-beam attention platforms,such

54、as linear TV,is effective when needing to create fame and feeling for a brand at the top of the marketing funnel.Once valued more for its ability to achieve incremental reach by finding hard-to-find audiences,addressable TV has emerged as a most innovative and valuable media.And now System1s own Tes

55、t Your Ad research reveals that TV advertising elicits more intense feeling,more positive emotion and stronger predicted business effect among addressable audiences.Importantly,we have found that the highest performing ads among addressable audiences were more likely to include right-brain features,

56、such as places,music and humour.This is helpful insight because it inspires brands to experiment with advertising features that offer more meaning for addressable audiences from different cultures,lifestyles,age groupsor places.In a technology-disrupted world,addressable TV provides a trusted medium

57、 for advertisers to drive business effects through its ability to reach and hold the attention of more targeted audiences.The three key insights from this report are a guide to how brands canget it right.What WeFoundHere we explore the different responsesthat TV advertising elicits amongaddressable

58、audiences.We measure the predicted business effect of TV advertising thats targeted towards an addressable audience.And we explain that it elicits more emotion,more happiness and stronger predicted business effect.TheInsightsInsightStronger Long-Lasting Star EffectWe observed a very encouraging tren

59、d for the long-lasting effect of TV advertising among addressable audiences.System1s Star Rating,validated by the IPA,predicts growth in market share over period of 6 months to 3 years.Star Rating is measured on a scale from 1.0 Stars(Low)to 5.9 Stars(Exceptional).Among the broad audience,the sample

60、 of TV advertising was predicted to achieve modest long-lasting business effects of 2.4 Stars.System1 observed a meaningfully stronger prediction for long-lasting effects among the addressable audience.The same TV ads tested among the advertisers addressable audience achieved 3.0 Stars,which System1

61、 classifies as good.A meaningful difference is+/-0.3 Stars,so this higher Star Rating amplifies the long-lasting market share effects among the addressable audience.The positive impact on market share for this addressable audience is predicted at between+0.5%and+1.0%share.Insight 1|Stronger Star Eff

62、ect2.43.0Star Rating Predicts Long-Lasting Business Effect+0.3 Star Ratings is classified as meaningfully differentBroadAudienceAddressableAudienceHow does this knowledge benefit advertisers?It provides confidence that using addressable TV is a helpful way to continuously expand a brands advertising

63、 reach.Addressable TV is likely to achieve a dual benefit of incremental reach and stronger long-lasting effects among its intended addressable audience.In other words,using addressable TV alongside other broad-beam attention platforms,such as linear TV,is effective for long-lasting advertising effe

64、cts,at the top of the marketing funnel.Low46%of Ads1.0Modest33%of Ads2.0Good16%of Ads3.0Strong4%of Ads4.0Exceptional1%of Ads5.0Multi-Country TV average 2.50%+0.5%+1%+2%+3%46 ads tested in the UK,US,Australia&Canada with a Nationally Representative audience(i.e.the Broad Audience)and an Addressable A

65、udience.Each audience test includes a sample size of N=150 people.Predicted Market ShareInsightStronger Short-Term Spike EffectWe also saw stronger predicted short-term effects for TV advertising among the addressable audience.System1s Spike Rating predicts the likelihood for an ad to drive sales gr

66、owth in the short-term,for direct business effects between 0 to 6-months.The Spike Rating represents how intensely viewers respond to the ad and how quickly they connect the ad to the brand.The broad audience responded to the TV advertising with a Spike Rating of 1.14,which System1 classifies as a g

67、ood Spike effect within its database of more than 90,000 ads.Among the addressable audience,the same TV ads saw a meaningfully stronger rating of 1.21 Spike,which is classified as strong.Put simply,the addressable audience responded with more direct effects,related to short-term performance.1.10 is

68、classified as Good and 1.19 is classified as Strong46 ads tested in the UK,US,Australia&Canada with a Nationally Representative audience(i.e.the Broad Audience)and an Addressable Audience.Each audience test includes a sample size of N=150 people.InsightMore Feeling46 ads tested in the UK,US,Australi

69、a&Canada with a Nationally Representative audience(i.e.the Broad Audience)and an Addressable Audience.Each audience test includes a sample size of N=150 people.46 ads tested in the UK,US,Australia&Canada with a Nationally Representative audience(i.e.the Broad Audience)and an Addressable Audience.Eac

70、h audience test includes a sample size of N=150 people.System1s IPA-validated methodology has measured the effect of advertising among more than 10 million people,in more than 90 countries.And when it comes to the relationship between advertising and real-world business effects,we see that it is the

71、 emotion that matters the most.In this study with Finecast,we found that TV advertising elicits more intense feeling,and more positive emotion among the addressable audience.This is an advantage of addressable TV because feelings of happiness and more intense emotion are related to stronger business

72、 effect in the real world.Why might addressable audiences feel more for TV adsthat target them?In a 20-year study of advertising effectiveness awards,the IPA found that bigger brands reported stronger effects from their advertising than smaller brands.They found that brands with more mental availabi

73、lity achieve stronger effects from their advertising.System1 observes similar outcomes in this research among addressable audiences.In short,advertisers can trust that addressable audiences are more likely to elicit a stronger feeling from their advertising.1.231.36Emotional Intensity Score Relates

74、to Memorability,Relevance and DesireEmotional Intensity Score of 0-3 measuring the intensity of emotion experienced+0.3ExceptionalLowHappiness is the Strongest Predictor of Effectiveness in Advertising“%change in happiness and neutrality felt by the Addressable Audiencein comparison to the Broad Aud

75、ience-6.37.2-8.0-6.0-4.0-2.00.02.04.06.08.0Addressable Audience Feeling Neutral(%Change)Addressable Audience Feeling Happiness(%Change)BroadAudienceAddressableAudience1.26Multi-Country TV average Insight 3|More FeelingAddressable TVInto ActionOur research journey has revealed that addressable TV pro

76、vides a trusted advertising platform for advertisers to drive positive business effects through both its ability to reach and hold the attention of more targeted audiences.But what creative features are most effective in addressable TV advertising?And how can brands experiment to improve their retur

77、n on creativity?In Look Out,Orlando Wood introduced broad-beam and narrow-beam concepts of attention,reflecting the two ways in which advertising works.Wood showed that advertisers need to focus their efforts on capturing broad-beam attention for broad-reach brand building;while narrow-beam attentio

78、n,if used at all,should be for targeted activation advertising.Fast-forward to this current study,where we discovered that four different right-brain features achieve stronger long-lasting effect among addressable TV ads:music with discernible melody,people touching,a clear sense of place,and humour

79、.Can this insight inspire brands to use these right-brain ad features to create more effective addressable TV advertising?System1 believes that it can.RightLeftNarrowGoal-orientatedAbstract(parts)CatergorisesExplicitCause&effectRepeatabilityLiteral,factualSelf-absorbed&dogmaticLanguage,signs&symbols

80、FixityRhythmBroadVigilantContext(whole)EmpathisesImplicitConnections&relationshipsNoveltyMetaphoricalSelf-aware&questioningTime,space&depthFlowMusicSource:The Master&His Emissary,Iain McGilchristAddressable TVInto ActioncontinuedFeature places in your ad to help unfold a storyPlaces elicit more emot

81、ion and attract more attention because people attach beliefs and memories to places.Setting advertising in places brings special meaning.Addressable TV often targets audiences with a focus on proximity or region,when doing so,featuring meaningful places in ads can elevate the business effect.Create

82、ads with humour Consider using humour with cultural meaning for different addressable audiences.For example,audiences of different age,life stage or sub-culture can respond to humour differently.Addressable TV enables brands to use humour thats more meaningful for different audiences.Write character

83、s into your ad Characters,and the situations that they appear,are potent right-brain ad features that grow emotion and effect.A characters accent,clothing and personality traits often originate from diverse places and communities.Addressable TV offers the opportunity to experiment with characters wh

84、o may elicit more feeling among different audiences.Use music with melody and meaning Music has a significant impact on advertising effect.System1 recently tested a strong 4-Star ad for a famous professional networking brand.The emotional character story was set to uplifting music.Sensing that music

85、 could be an implicit way to create feeling,the brand set the ad to different soundtracks that were native to different regions and cultures.In doing so,it elevated the business effect and became more famous in the local culture of work.In a technologically-disrupted world,knowing how to create adve

86、rtising for broad-beam attention in other words,brand-building advertising will become more important not less,because many brands will find that their physical presence,providing mental availability and a barrier to entry,is reduced.”Orlando WoodChief Innovation OfficerAddressable TV into ActionWe

87、also found that music with melody,people touching,a clear sense of place,and humour were related to stronger short-term effect fordirect response.Advertising features for audiences in buying modeSome ads included left-brain features such as a split-screen,dense voiceover,and text to explain their di

88、rect offer.For these ads,we noted that addressable audiences responded more positively to left-brain features.This surprised us because its not a trend that System1 typically sees.Even so,it fits previous Finecast Thinking Inside the Box observations that TV advertising elicits more unconscious neur

89、ological brain activity among audiences who feel the ad is more relevant for them.It also aligns with System1s research showing left-brain features create a response among audiences in buying mode.Our aim,until this point,has been to explain to different effects that TV advertising elicits among add

90、ressable audiences.Lets now take a look at some of our star performers ads that scored really well among the addressable audiences we looked at in this study.All these ads offer brilliant lessons for brands looking to grow the business effect of their advertising on addressable TV.TheStar Performers

91、Play-Doh is a beloved brand.Discovered as children,or even as parents,Play-Doh has this special way of transforming routine moments into happy,tactile memories that linger in the subconscious.True to form,this inspiring ad from Hasbro reminds young parents of why Play-Doh is important for their chil

92、dren.As the ad shows us,it shapes imaginations.System1 Test Your Ad predicts that Play-Doh elicits strong long-lasting effect among the broad audience.This is perfect for making Play-Doh a gift of choice for grandparents and family friends.Among parents of young children,Play-Dohs target audience th

93、e most frequent buyers of toys we see the effect of the ad increase to exceptional levels.And this is where addressable TV can really help.The addressable audience feels more intensely about the story,it rekindles their own fond memories of Play-Doh and reminds them why its important to create this

94、for their own children.It excites,amuses,inspires and uplifts the parents.It evokes the sensorial pleasure that they love about Play-Doh.Hasbro Play-Doh Shaping ImaginationsBroadAudience5.34.4Addressable Audience1.591.69Category averageGoodRetailers(Gifts&Leisure)Category3.11.19Category averageStron

95、gClick on video to play1.06Jet2holidays is the UKs largest tour operator in a competitive industry thats full of big,famous brands.Its highly seasonal too.Requiring a very direct response at peak buying moments.System1s database of more than 90,000 ads shows us that advertising audiences love holida

96、ys.And because of this,holiday advertising typically performs above the norm for all ads.In short,we feel good about the thought of our next holiday.Jet2holidays knows this,and cleverly invests in advertising that tempts us to escape.The advertising creative is versatile and hard-working,produced to

97、 be adaptable to different destinations,for different audiences,in different seasons.Advertising like this works even better on addressable TV.Here,we see that the addressable TV audience of luxury travellers elicit far more happiness.Especially the most effective types of happiness:awe-inspiring,up

98、lifting and ecstatic happiness.Among the addressable TV audience,Jet2holidays is predicted to achieve exceptional long-lasting effects for its brand.Its predicted to create more fame and elicit more feeling for its brand.Jet2holidays achieves this with a style of creative that it can afford to produ

99、ce,adapt and continue across the seasons.Jet2HolidaysIndulgent EscapesBroadAudience5.04.1Addressable Audience1.421.43Category averageGoodTravel&Holidays Category3.2Category averageModestClick on video to play1.142.74.31.242.3The people at MOMA Foods know how to make their drinkers happy.Sure,we can

100、guess that the audience might like their oat milk.But we are certain that theyre entertained by MOMAs right-brain creative features.The ad is curiously situated in a bright,colourful caf.The characters bring a peculiar,fantastical presence.And the music draws us into the self-absorbed playfulness of

101、 the characters,and their oat-milk joy.The ad works hard among plant-based milk drinkers,who feel more for the storytelling.7 out of 10 feel positively surprised or happy.They feel that its fun.The ad excites and amuses the audience creating intense emotion.And it succeeds to create strong sensorial

102、 pleasure.Yes,dear viewer,this is not plain milk.All this matters to MOMA,because theyre achieving a meaningfully stronger business effect among plant-based milk drinkers,their addressable target.MOMABaristas ChoiceBroadAudienceAddressable Audience1.43Category averageModestMilk&Cheese CategoryCatego

103、ry averageGoodClick on video to play1.04Category averageModest2.4Category averageModest3.6This ad for Mini Electric reveals the direct-response power of addressable TV in its full screen,sound on,motion picture glory.Already famous in the UK,Mini needed to sell more electric cars.And if youre from t

104、he inner-city,planet-minded,and fancy a bit of new tech,then electric vehicles make good practical sense.But how do they feel to drive?And do they look good parked by your front door?Mini injects colour,movement and music to make a simple promise:take one home for the night to discover a new kind of

105、 Mini Electric love.This is where addressable TV creates direct response for BMW,owner of the Mini brand.Mini Electric is not for everyone.6 in 10 of the broad audience feel neutral or negative.Not just about the ad,but about the category.They worry about charging points,question the sustainability

106、of electric cars,or simply dont feel the love just yet.Even so,the broad audience responded with a strong short-term Spike rating,in the top 21%of car ads.But the ad is far more effective for the addressable audience,achieving exceptional short-term Spike effects,in the top 5%of car ads.Among this a

107、ddressable audience,the ad creates long-lasting business effects too,achieving 3.6-Stars,ranking in the top 12%of car ads.MiniMini ElectricBroadAudienceAddressable Audience1.341.202.0CarsCategoryClick on video to play2.9Category averageModest3.9Generations of British families have grown-up with this

108、 iconic juice drink brand.To ensure future generations keep the love,Vimto uses addressable TV to grow the reach of its advertising,especially for busy,juice-buying parents who are hard to reach.Vimtos ad uses right-brain ad features to attract broad-beam attention.It creates positive feelings for t

109、he story and its cast of imaginative children,which grows to the very end of the ad.Vimto achieves 91%correct brand fluency among the broad audience who recognise the“many flavours of Vimto”.And for the addressable audience of juice-buying parents,Vimto creates intense excitement and sensorial pleas

110、ure.It amuses them,achieving stronger brand fluency and exceptional short-term predicted effect.VimtoFind Your DifferentBroadAudienceAddressable Audience1.371.212.71.26Category averageStrongSoft Drinks|Water CategoryClick on video to play1.18Category averageGood0.961.29Honda means different things t

111、o different people.Cars.Motorbikes.Boats.Equipment.The list goes on.The thing thats common for us all is that Honda is a famous brand.So the team at Honda dont want to spend their precious power equipment marketing budget to grow the long-term health of Brand Honda.Thats the domain of Hondas big bra

112、nd ads.For this campaign,Honda Australia needed to sell more lawnmowers and edgers.Especially down under,where the sun is bright,the gardens are big,and the grass grows greener.To do this,Honda used Addressable TV to reach garden lovers.The message was simple:Honda makes lawnmowers and edgers too.An

113、d because theyre from Honda,they must be good!And thats exactly how the addressable audience responded to Hondas ad.The addressable audience of garden equipment buyers delivered a strong Spike Rating for short-term effect.Two-thirds of the audience were surprised and happy to discover that Honda mad

114、e lawnmowers.And now that they knew this,they would consider its products.HondaEngineered for LifeBroadAudienceAddressable Audience1.83.92.4Category averageModestHome&Garden Retail(Aus)CategoryClick on video to playUnderstanding how addressable audiences respond to TV advertising can inspire brands

115、to make braver and more effective creative choices.Lets now showcase a series of addressable TV ads that talk to the right-brain,and in doing so,elicit more long-lasting and short-term effects from addressable audiences.TheLong&ShortEffectImagine youre tasked with dual marketing objectives:attract n

116、ew audiences to your brand tomorrow,and sell more today.Of course,you dont need to imagine this.Every brand needs to grow long and short-term effects,including eBay.Helpfully,eBays Lets Ride ad elicits very different feelings and associations from different addressable audiences.Yes,the story-arc an

117、d humour create exceptional business effects.But hidden behind the headline metrics are two very different responses.First,we see around half the audience did not know that eBay sold cars and motorcycles.These viewers were positively surprised and happy to make this discovery.The ad created a long-l

118、asting memory for this audience.Second,we observed other audiences were already familiar with eBays motor marketplace.Some felt more intensely for the motorcycle story.Others for the car parts.Using addressable TV,eBay can use this data to optimise the proposition in their ad for different addressab

119、le audiences.eBay can confidently use this ad to reach new audiences and grow awareness of its motor marketplace for the long-term.Additionally,eBay can reach existing audiences to offer direct propositions that appeal to audience interests in motorcycles,or cars or parts for short-term effect.eBayL

120、ets Ride48%of the audience did not know eBay sold cars,motorcycles or parts.Another 22%felt intensely about car parts and another 11%were excited about a marketplace for motorbikes.Click on video to playMore than 6 million Canadians use food delivery brands and its a safe bet that lower prices will

121、appeal to them all.DashPass from DoorDash seeks to win them,with its offer of unlimited orders,no delivery fee and savings on every order.While lower prices appeal to us all,we observed a very different response to the ad from alternative addressable audiences.Around one-third of the audience respon

122、ded with intense emotion when the ad explained that DoorDash delivers at“any hour”.One-quarter of the audience felt most for the“local cuisine”.And others worried that the benefits of a DashPass would be diminished by fears of possible subscription costs.Using addressable TV,DoorDash can optimise it

123、s TV creative and point it towards each of these addressable audiences.A late-night delivery offer for the night-owls.Dim Sum for people who like Asian cuisine.And for those already using competitor delivery brands,DoorDash might offer lower subscription fees.DoorDash can use this data to optimise i

124、ts ad with offers that drive stronger effects among different addressable audiences.DoorDashDashPass34%felt positive about the possibility to order food at any time of the day or night.Click on video to playHoliday Inn attracts guests from all walks of life.Families,couples,business travellers.The l

125、ist goes on.IHGs recent campaign seeks to attract them all with free breakfast.And it works.In fact,the ad is predicted to achieve exceptional business effects.Who doesnt want free breakfast?But its the discovery of the different audience associations that creates a new opportunity for IHG,who can o

126、ptimise the TV edit for addressable audiences.Here,we see a more intense emotion and effect among families because they feel for the fun and playful breakfast scene.Theyre tempted by the indulgence and escape that their family will enjoy.And theyre curious about the price of rooms with free breakfas

127、t.Business travellers show interest in working from the hotel restaurant,and they mention saving money for their employer.Knowing which advertising features that drive the strongest effect gives IHG an advantage.It can target different offers to addressable audiences who feel more strongly for each

128、one.Family room rates with free breakfast.Business rates with free breakfast.Its all possible with addressable TV.IHG Hotels and ResortsFree Breakfast26%felt happy because they liked the idea of free breakfast for their family stay,with another 10%asking about family room rates.Click on video to pla

129、yLottery and Gaming brands like Prestige must relentlessly create demand for their retail partners.In other words,they need to drive more footfall into the shops that sell their scratch cards.This Prestige Giant ad successfully creates emotion among a broad audience.The characters elicit surprise.Th

130、e story arc creates happiness.And most of the audience love that theres a winner.This is great for a brand like Prestige,which is sold in thousands of stores across the country.But how can Ontario Lottery and Gaming grow its effect on footfall?And what can it do to create stronger short-term sales f

131、or its most profitable retail partners?Brands like Prestige can use addressable TV to adapt advertising to include special offers with retailers.They target households in proximity to certain retailers.And they address the ad to shoppers who might already prefer a specific retailer,possibly using a

132、loyalty program.With this audience data for Prestige Giant,its now possible to adapt the message for addressable TV,while protecting the creative features that elicit the strongest effect.Ontario Lottery and GamingPrestige GiantIm surprised to see a$3 million scratch-card.It immediately caught my at

133、tention.”Lottery Non-Rejector 34 YearsClick on video to playWhen the clock strikes 12,or its time for dinner,the words“Portuguese style chicken”brings special meaning for many Australians with a taste for the flame-grilled flavour.Restaurant brands like Oporto know this.And they know the power of pr

134、oximity media.What does this mean,exactly?When System1 tested Food for the Soul,we noticed a big boost in emotion and short-term effect among audiences who lived or worked near an Oporto restaurant.We often see this trend for brands that rely on local audiences.Such brands often use outdoor advertis

135、ing,direct response mail and digital platforms to reach local customers.But in this example,Oporto chooses addressable TV.In doing so,Oporto makes great use of the sound-on,full-display,high-attention TV experience to entertain.The story features a character with agency,unusual accents,situations an

136、d places with meaning,and humour that holds our attention for longer.OportoFood for the Soul39%mentioned that they were curious to try a Bondi Burger in their local Oporto.Another 10%mentioned that they have a drive-thru restaurant nearby.Click on video to playSystem1 enables brands to unlock their

137、creative superpower.Our job is to bring accurate evidence to creative decisions,explaining quickly and confidently what will happen when advertising meets the audience.We equip you with the evidence to make braver creative choices.And we reveal the return on creativity that marketers and their agenc

138、ies bring to the bottom line.We would love to discuss your advertising with you.Are you ready for a creative reawakening?Finecast is a game-changer in the world of addressable TV advertising.In 2022 alone,Finecast served over 11 billion impressions across 14 markets,reaching a whopping 325 million h

139、ouseholds.But,what sets Finecast apart is its cutting-edge approach to optimising media and creative solutions for addressable TV.Despite the vast potential of combining creative and media addressability,it has been largely overlooked by both Finecast and the industry at large,with less than 1%of Fi

140、necast ads having any form of creative addressability in 2022.Thats why Finecast has partnered with System1,Hogarth and Choreograph Create to champion creative messaging on addressable TV.With innovative pre-campaign optimisation capabilities based on psychology,behavioural,and marketing science,Fin

141、ecast delivers unmatched long-and short-term effectiveness on addressable TV.Brands and advertisers now have access to bespoke recommendations on how to improve their ads,ensuring that their investments supporttheir business growth.Through this research,we now know that the right creative elicits em

142、otion and engages both sides of the brain,achieving the best results when telling brand stories on TV screens.And,the more people feel,the more they buy.So,let Finecast help you influence emotive responses viayour TV ad creatives.Join us in this industry-wide TV creative awakening and igniteyour brands potential.Contact System1Contact FinecastWhats Next