Advertising research firm Ipsos Synovate has launched a research tool that will be used to measure advertisements’ success.
The post test tool encompasses a quantitative data collection system that enables researchers to accurately measure the quality of advertisements and its potential to generate expected Return On investment (ROI).
Addressing journalists during the launch at Hotel Intercontinental, Ipsos Synovate Kenya Managing Director Ms Maggie Ireri said that with businesses spending a lot of cash on advertisements, it is ideal to check the impact of the advert, and if it triggers any change in the purchasing behaviour of clientele.
“The Kenyan advertisement market spend on the local media is currently more than Ksh 65 billion. Such huge investment requires informed and deliberate choice of channels in order to ensure maximum impact,” said Ms Ireri adding that Ipsos Synovate will keep on exploring avenues that will provide accurate and analytical data to marketers so that the marketers can manage their spending.
Head of Ipsos Advertising Systems & Insights (ASI) Pan Africa Mr Jacek Otffinowski said that the tool has been tailor made to assist marketers in making informed decisions while investing on advertisements.
“Currently the most precise way of looking at isolated impact of advertising on sales is through marketing mix modelling, which however, is costly and not time-conscious. With Spot On is a cost effective measure of how an ad is,” said Otffinowski, adding that the tool will help in making the advert cut through the clutter with brand related messages and be able to generate consumer response in terms of behaviour.
The Spot On device measures in-market advertisements performance by checking how we the respondent remembers an advertisement that has been on air for approximately two weeks. The tool also measures the impact of a tested advertisement on purchasing intent and attitude towards the advertised brand.
To analyze the advertisement, the Spot On research process takes 21 days from the first day of airing. The tool analyses quantitative data based on 400 interviews, giving knowledge on not only how effective is the advert, but also learning on what was behind the performance and what changes could potentially increase its performance.
By using On Spot, research conducted by Ipsos Synovate shows that Molo milk advert has been the most effective advert in the Kenyan T.V stations.
The 49-second-advert involves comedians such as Jalang’o (Felix Odiwuor) and Wilbroda (Jackline Nyaminde).
The research involving 1200 respondents within a period 2 months revealed that the advert had 91% likeability from all the respondents. The On Spot gadget will be launched in other Ipsos offices in Africa later this year.
