OTX Releases Groundbreaking Measures of Engagement, Emotional Response to Ads
LOS ANGELES, March 28 /PRNewswire/ — OTX (Online Testing eXchange), a leading global consumer research and consulting firm, today announced MediaCEP(TM), the industry’s most comprehensive set of products for testing advertising. The core of these products is the CEP(TM) Test (Cognitive and Emotive Power), a unique measure of the strength of consumer’s emotional response to an ad. Emotional response is linked to brand favorability, loyalty and higher purchase intent, and is a key factor in an audience’s engagement with an ad. Emotion is therefore crucial for advertisers to understand. The CEP(TM) Test also allows an advertiser to compare ads across media, including TV, radio, print, online, outdoor, and multimedia campaigns.
Today’s complex media environment demands a new and innovative approach to understanding the quality of advertising. Today’s ad testing tools measure a rational reaction to ads — whether viewers remember the ad, what action it prompts them to take, etc. The CEP(TM) Test continues to measure those important factors, but also incorporates new learning to measure the emotional reaction — does the ad build a connection with the viewer, did they respond favorably, etc.
OTX has been testing these products for more than six months and has built an extensive knowledge base in the area of emotional testing. Testing to date has proven that ads that score higher on the emotional response perform better in the marketplace.
“OTX has done some really interesting preliminary work in researching how people connect to brands,” said Seth Diamond, Director of Innovation, Global Consumer Insights & Strategy for Kraft. “We’re eager to continue to explore this area with OTX as we evaluate new and exciting ways to connect with our consumers.”
“Understanding consumers’ emotional connection and engagement with an ad is crucial to building brand loyalty,” said Michael Pardee of Scripps Networks. “Our networks — HGTV, DIY the Food Network and Fine Living – have been successful in providing effective media platforms for advertisers. We believe that OTX’s focus on measuring the emotional as well as the rational aspects of how advertising communication works is crucial to helping advertisers better understand how and why our audiences connect so readily with our sponsors’ brands and messaging.”
The CEP(TM) Test also acknowledges the many various places where consumers receive advertising messages today. It provides a consistent set of measures for advertising in any media, whether it is a high-involvement media or low-involvement (such as those media consumed in distracted environments, like outdoor or online advertising), so advertisers can compare ad success across media or measure entire multimedia campaigns.
“People incorporate emotions into all decisions. They can even dominate rational thoughts when making a decision — something that, until recently, has not been taken into account when testing ads,” said David Brandt, executive vice president, managing director for OTX’s Marketing Insights division. “The ability to measure the strength of consumer’s emotional response is vital to understanding advertising success. So we’ve figured out a simple and powerful way to do just that.”
OTX brought on the respected U.K. ad researcher, Robert Heath, as a consultant to help develop these products. Heath, who published ‘The Hidden Power of Advertising’ in 2001, is best known for his work on the role of emotion in advertising and low attention processing. He developed the CEPTest process to measure the strength of the emotional response and cognitive response to a campaign, and demonstrate the relationship between the two to give reliable predictions on the success of the ad.
The MediaCEP(TM) tests are conducted online with 200 respondents tailored to the client’s target. The efficiencies provided by online interviewing provide substantial savings in cost and timing over existing systems.
About Online Testing eXchange (OTX)
Online Testing eXchange (OTX) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research. The company specializes in providing innovative, cutting-edge online technology, products and analysis to the marketing, entertainment and advertising communities. OTX has developed the most innovative products available for online research today — products that work to uncover deeper and more profound consumer insight. http://www.otxresearch.com/
Contact: Corie Pierce 318-868-8800 corie@sutherlandgold.com
OTX
CONTACT: Corie Pierce of Sutherland Gold, +1-318-868-8800, orcorie@sutherlandgold.com, for OTX
Web site: http://www.otxresearch.com/