Media has changed completely. How people make choices hasn't. Digital advertising and online content offer a boost to short-term activation, but a new appreciation of the role they can play in a broader, longer-term campaign is emerging as well. Digital content can and should work towards brand building - maintaining Fame, Feeling & Fluency and constantly refreshing a brand's distinctive assets - an objective that can only be served through 5-Star work.

1. Digital Content Testing: Brand Building & Your Digital Checklist

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September 2006: The Modern Media World Is Born

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A Media Revolution 10 Years On
A Revolution in
Spend:
Huge surge in internet spend
A Revolution in
Interactivity:
Mass adoption of social media
A Revolution in
Technology:
Technological ecosystem of
entrepreneurship and creativity
Internet Advertising Bureau, 2015 and 2006Pew Research Center, 2005-2015LUMA Partners, 2016

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10 Years Is Enough Time To Understand The Issues
A Temptation Towards
Short-Termism:
creative work has shifted emphasis to
digital and short term goals
A Temptation for an
‘Either/Or’ Mentality:
Pepsi diverted budget away from TV
and traditional media in 2010
focusing only on social. Sales
dropped around 5%.
A Temptation To Throw
Out the Marketing
Rulebook:
Need a mature approach to digital
“We targeted too
much, and we went
too narrow, and now
we’re looking at:
What is the best way
to get the most reach
but also the right
precision?” Mark
Pritchard, Global
Marketing and Brand
Building Officer
at Procter & Gamble

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An Emerging Appreciation Of How Best To Use Digital Media
Generate Content With
Long- and Short-Term
Potential:
Share of Voice Efficiency is
more effective with long term
campaigns
Digital And […],
Not Digital Or […]:
Have to use digital along side
other channels
Digital for Brand Building:
Go for Fame (reach), Feeling
(emotion) & Fluency (assets)
Selling Creativity Short, Peter Field, IPA , 2016 Seriously Social, Peter Field, WARC, 2014

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Brand Building Principles for Digital Media
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FAME
Reach Matters.
Use digital
alongside not
instead of
channels that
provide greater
reach, and use
high reach digital
platforms.
FEELING FLUENCYFEELING
Emotion Matters.
How people feel
during your content
determines its
activation potential;
how they feel at the
end of it determines
its brand building
potential.
FLUENCY
Assets Matter.
Use digital to build
and refresh your
brand’s distinctive
assets – a glimpse of
your brand, its
colours, its
characters or a sonic
mnemonic, will build
its Fluency.

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Why do you need a digital ad test?
 You need a way to see if your content is
sticking to guiding principals of Fame,
Feeling & Fluency
 You need a way to measure if it is fit for
the new media landscape
● Direct activation
● Social sharing
 You need a next generation ad test that
can marry the long term and the short
term:
● Brand building and activation

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TARGET SETTING
1. Will this work meet long-term goals for
brand growth as well as short-term
activation objectives?
MEDIA PLANNING
2. Will it use high-reach digital channels?
3. Will it complement what you’re doing in
other channels?
CONTENT DEVELOPMENT
4. Will it make people feel good?
5. Will it make good use of my brand’s
distinctive assets?
Your Digital Checklist

9. Questions?
requests@brainjuicer.com