CONFIDENTIAL

Ad Creative evaluation packagethat uses real-time video evaluation

For further detail:
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info-india@intage.com

Creative-related challenges that advertisers are facing☹ We have not really been able to fully utilize the results of thecreative evaluation for the next creative production. And, to behonest, we do not know how to make the best use of them.

☹ We are not sure what creative elements and expressions areeffective in fostering brand assets and brand image.

☹ We fail to evaluate thoroughly how each of creatives impacted thebrand throughout the year.
Since I leave the specific creative expressions andelements to the production team, the truth is that I havenot been able to properly look into the expressions andeven the elements, despite that I believe that each andevery creative is important.
Brand manager

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What new things you can address using this video evaluation
NEXT✓ Enables you to know what parts of the creative made an
impression or well-liked by consumers so you can makedecisions about whether to continue or stop using aparticular element in the next creative and make concreteuse of the results✓ Allows you to make the creative content more beneficial bylooking at which elements of the creative are connected tothe brand image✓ Conducting the video evaluations throughout the year allows
you to learn not only from each creative, but also from pastcreatives to see how they have led to the present

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Outputs that should help solve
problems

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What this output would reveal:□ Scenes/elements that made an impression ⇒ You can check if the intended reactions are made.
□ Whether the video received diversified reactions ⇒ You can check if there is height difference in the graphs, as well as the video
successfully produced upsurge.
□ Any key scenes ⇒ You can check if there are scenes that could attract the audience and such scenes led to the product.
Tap rate(%)

Dish cooked withthe productOutput (1) Time-series tap graph

Male celebrity

Catch-phrase

Female celebrity

Other areasPackage(n=578)

Tap rate is the Third metricto watch in future creativeevaluations!

15(sec.)20

16435871091412111315
6

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With time-series graphs, you might see something new by comparing
with a past ad.
• Tap rates were generally low for the latest ad. In addition, multiple elements consistently
overlapped in one scene, such as the menu and the logo, the menu and the product and soon.
• On the other hand, in the past ad, there was no overlap of elements in a scene. Each ofelements was tapped to some extent, with difference seen in tap rate.
• Comparing with the past ad sometimes help you learn things such as it could be more
impressive to communicate only one element in a scene.
Tap rate▼Real-Time Video Evaluation : What made an impression▼Real-Time Video Evaluation : What made an impression
Tap rate
Latest ad
Past adPackage 1)

Female celebrity

Eatingscene

Package 2)

Scene ofopening theproduct
Copy

Male celebrity

Catchphrase

Malecelebrity
Other Areas

Femalecelebrity

Package

Other areas

Product Celebrity

MenuLogoDish cooked withthe product

Menu

Menu

Celebrity

Product7Copyright© 2024 Intage INDIA Private Limited All Rights Reserved.

What this output would reveal:
Enables you to confirm which elements boosted key indicators (brand identity, likeability, evoke of interest,and usage intention), such as people who tapped the “package" have higher usage intention than others.
⇒You can check which elements effectively contribute to the key indicators and decide which elements tobe succeeded to the next creative.

Output (2) Usage intention by tapped element

Would not like touse at all (-3)
Would not liketo use (-2)
Would not verymuch like touse (-1)

High usage intention
expressed by those whotapped the package

Can’t say either
Way (0)
Would somewhat
like to use (1)Would like touse (2)Would very much
like to use (3)No.of samples,.

Where tapped

AllSamples

Package

Female celebrity

Scene of putting
mayonnaise

Logo of No.1

Other areas

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What this output would reveal :□Which elements you should keep in the next creative□Elements with a high tap rate and high likeability (Green area) should be succeeded to next.
□ For elements with high likeability but low tap rate (Red area), some action is needed such as to increase the numberof elements or lengthen the time to improve the tap rate.
□ On the other hand, for elements with a high tap rate but low likeability (Blue area), they are likely to be ones which
made an impression, but not effective.
70

Output (3)Tap rate for impressed elements
x Top 2 boxes of a key indicator（％）

High likeability,60
but low tap rate

High tap rateand likeability

Copy (2)
コピー②50This scatterplot uses the TOP 2
boxes of likeability.

Face of person making it

おいしそうに食べる顔look so delicious

Likeability Top 2好意度TOP
2Female celebrity
女性タレント40

商品パッケージ
Productpackage

30

コピー①
Copy (1)

Dish商品を使って作った料理
cooked with the productProductlogo
商品ロゴ

High tap rate, but
low likeability

20

Low tap rate
10and likeability
00
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102030

タップ率
Taprate40506070（％）

9What this output would reveal：
Enables you to confirm which elements led to improving the brand image⇒You can check if each element works effectively, which would contribute to the next creative.
At the point of the dish on a plate tapped,
the “Looks delicious” image is enhanced.

Output (4) Brand image by tapped element
Can resonate

Has an impact

Intriguing

Looks delicious

Female celebrity
Product package
Face of person
making it lookso delicious
Dish on a plate
Product logo
Catchphrase (1)Catchphrase (2)Catchphrase (1) failed toenhance “Can resonate.”
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What this output would reveal:
Enables to you confirm the level of conveyance by user and target audience
For example, for Target (1), the male celebrity left more of an impression than the product. Thus,
checking whether the elements which you had intended to convey were able to make an impression
would enable you to consider the overall creative result and in what way it would affect future sales.
Output (5) Parts that made an impression by target audience

UsersParts impressed
mePart impressedme mostTarget(1)■ Dishe cooked withthe product■ Male celebrity■ Female celebrity■ Product package■ Catchphrase■ Other areas

Target(2),,Number ofsamples

Number ofsamples

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Follow the results throughout the year
• Although it is easy for us to be happy or sad about the results of each creative evaluation, it
is very important to check what sort of impact the ad had on the brand and the intended
images have been improved as a result of placing an ad throughout the year.
• Checking if you have been able to communicate a consistent message throughout the year
and if we can see an improvement in ad image consequently, would make the following year's
communication more effective.
Can identify with
0％50％

2022年最新CM
Latest ad, 2022

34.3

2021年12月
December,
2021

36.2

2021年8月
August,2021

100％

Looks delicious
0％

50％

100％

Refreshing
0％50％

Approachable
100％

0％

50％

100％

Seems suitable for
me
0％

50％

43.5

51.4

38.1

52.6

46.5

56.8

39.3

37.7

51.3

45.9

2021年4月
April, 2021

36.3

50.0

42.4

2020年12月
December,
2020

37.7

49.5

46.5

2020年8月
August,
2020

41.3

49.3

47.6

March, 20202020年3月

45.2

48.8

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58.9

45.9

56.8

48.6

54.1

100％

40.6

38.1

40.0

44.8

53.5
Check if thead image which was54.1
created to fit the 47.2
brand image is steadily improving and you canproperly appeal the image that enhances the brandimage.

120％

Optional: Heat map video of the tapped parts
Moreover, A heat map presents
where audience gave goodevaluation (tapped). It’s in avideo format so it is easy tounderstand and grasp.
✓ Deliverable on the next business day after thecompletion of fieldwork✓ Delivered in video format
Basically, only all respondent-based heat map can beread out.

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Schedule example and Notes

Conduct main survey
Day 0Day1-3Day5-6• Tag elements to tap• Finalize• questionnaire • Incorporate them into the• Video delivery survey screen
Normally, 3 businessdays are required forsetup. (*1)

Day 8-9

Delivery[Standard delivery schedule]

End offieldwork

・Heatmap (*2): Next business
day after fieldwork
・Other deliverables: In 3business days or more after
fieldwork*1: For 1 video of 30 seconds or shorter, with no more than 7 elements to tap (Assume ordinary TV ads and so on)

Consult with us if there are more elements to tap than that or if support for non-standard setting is required.
*2: The standard heatmap is based only on total respondents.

Please consult with us in advance if you wish to read out heatmaps by target group. (This is because priorarrangement is required. Please note that if you get a heatmap by target group, the heatmap based on all
respondents will not be available.)
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Comparison with our other creative evaluation methods(1) Video evaluation
in a normal websurvey(1) + Real-timevideo evaluation

Creative evaluation using(1) + Facial expression
analysis✓ It is a non-verbal evaluation and can

Quality of dataobtained✓ Evaluation relies on one’s memory
even capture audiences’ emotions✓ Data reflecting intuitive responses
after the video is presented, so
while they are watching a video.
scenes from the latter half of thecan be obtained.
✓ An interviewer manages the progress✓ Multiple outputs provide detailedof the survey, which allows avideo are more likely to leave auniformed fieldwork environment,
lasting impression.
information on the evaluation ofleading to obtain precise results.
✓ It is difficult to evaluate elements
elements in a scene.
✓Many examples of improvements andwithin a scene.
plenty of norm available✓ Can be conducted at a cost andtime similar to conventional Websurveys✓ This is conducted with an interviewer
being on site, so the cost per sample
is high for both online and hall tests.

Cost andDuration✓ Most reasonable and quickest
implementation

Purposes of use✓ I want to evaluate the creative by ✓ I want to check creative's impact in a
✓ I want to do multiple video
scene.
condition closer to that it is on-aired.
✓ I want to use it not only for✓ I want to evaluate and understand theevaluations at a reasonable cost.
creative from an emotional standpoint✓ I only want to evaluate the video as evaluation but also forand use this information fora whole.
improvement to produce effective
improvement.
creatives.
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Looking forward to working with you

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