Heineken – ‘Dropped’

Discover how Heineken’s media partner Verizon, found which content resonated most with the target audience to help guide a more efficient media spend.

Twix – ‘Conveyor Belt’

Mars Inc. wanted to know how the choice of soundtrack to an ad might affect its impact on the audience – so we ran a small study with an old Twix ad to find out.

Coca-Cola – ‘WOAH’

Vice’s creative agency Virtue, conducted robust large scale content testing for Coca-Cola’s “Where Only Awesome Happens” – discovering what assets to drop and which markets were most effective.

CokeTV – ‘BucketList’

CokeTV were ready to launch their #CokeTVBucketList YouTube channel – wanting to ensure that it grabbed and retained a young audience’s attention whilst outshining the competition.

Cleveland Golf – ‘Levels Up’

Cleveland Golf - Levels Up

Unlocks creative performance with Realeyes advertising attention tool

Situation

Global golf manufacturer Cleveland Golf has grown significantly in recent years and its advertising budget has followed suit. The executive team and board of directors wanted a universal way to predict creative impact in advance of campaign launches to ensure revenue growth and spend efficiency. 

The company previously used traditional research companies on pre- and post-purchase interest. However, results were not actionable for campaign optimization. They arrived too late and failed to deliver granular feedback on what was working, and not, within any given video. 

With a large group of executives and marketers involved in global creative decisions, Cleveland Golf needed an objective way to identify and decode high-performing creative.

Challenge

Global golf manufacturer Cleveland Golf has grown significantly in recent years and its advertising budget has followed suit. The executive team and board of directors wanted a universal way to predict creative impact in advance of campaign launches to ensure revenue growth and spend efficiency. 

The company previously used traditional research companies on pre- and post-purchase interest. However, results were not actionable for campaign optimization. They arrived too late and failed to deliver granular feedback on what was working, and not, within any given video. 

With a large group of executives and marketers involved in global creative decisions, Cleveland Golf needed an objective way to identify and decode high-performing creative.

a universal way to predict creative impact in advance of campaign launches to ensure revenue growth and spend efficiency

Impact

Cleveland Golf needed to establish a benchmark for all its past, current and future creative, while also making the right creative decisions for a crucial upcoming campaign with a high-production budget.

In addition, the creative team wanted to explore why some recent ads underperformed with their audiences. 

The company needed new creative to reinforce its golf prestige and equipment performance.

establish a benchmark for all its past, current and future creative

Outlook

Cleveland Golf partnered with Realeyes, using its PreView solution to measure and benchmark existing creative attention, to adopt a decision model for creative performance. 

  • When PreView Quality Score verified high attention and ad efficiency thresholds for a creative asset, Cleveland Golf would run media and spend at planned levels or more. 
  • If results for a creative asset were average, the team would use second-by-second and key-moments data to edit and re-test the video until it achieved a high Quality Score.
  • For much-lower-performing creative, Cleveland Golf would apply a smaller budget, reallocating spend to other creative with better PreView results or cut the creative altogether.

The PreView results showed that some ads intended to run were failing to capture attention. PreView surfaced areas for improvement, including in storylines, visuals, and celebrity endorsers. Cleveland Golf considered the PreView results from its previous creative and felt comfortable moving in a new direction for better performance.

“The PreView system checked all of our boxes by bringing objective data to the table and quickly,” said Scott Carlyle, SVP, Global Marketing at Cleveland Golf. “Even better was that we could get started immediately with literally no work or setup on our side other than sending video files and receiving turnkey report summaries that only take minutes to interpret.”

PreView surfaced areas for improvement, including in storylines, visuals, and celebrity endorsers

Impact

Three of the five ads for the new campaign, created using insights from utilizing PreView on previous creative, had a Quality Score of 7 out of a possible 10. 

The attention performance indicative in the Quality Scores also results in significant cost efficiencies on media outcomes. Assuming a nominal CPM of $10, the cost of 1,000 quality exposures (qCPM) for the three top ads was $15. Compared to three legacy ads that had a qCPM of $35, that’s a 58% improvement!

Cleveland Golf focused the new product advertising on the three superior creatives. The team will edit the two middling ads and flight them later if their scores improve to 7 or better.

“Since using PreView, we have a more critical eye when evaluating how much information we can expect a viewer to hear, understand, and internalize in any given asset,” said James Fodera, Cleveland Golf Creative Manager. “We’ve also greatly simplified our editing style, with fewer cuts, less montage, and fewer featured faces. It’s been freeing and refreshing to confidently write, produce, and edit delightfully simple campaigns.”

58% qCPM Improvement!

“Since using PreView, we have a more critical eye when evaluating how much information we can expect a viewer to hear, understand, and internalize”

Outlook

In addition to tactical creative performance improvements, Realeyes and the PreView tool have prompted Cleveland Golf to rethink how it positions its products, replacing detail-laden messaging with simplicity. PreView has helped build a communication bridge between the creative and media teams, enabling them to work more effectively together toward attention and business outcomes.

Management and the Board of Directors of Cleveland Golf are excited that PreView will serve as both a creative qualifier and an engine of better advertising. The brand will continue to prioritize ads with the highest attention and qCPM. And they will use PreView’s diagnostics to edit underperforming creatives – making the most of their creative and media investments.

PreView has helped build a bridge between the creative and media teams

Results

Brand Date Tested Quality Score qCPM Creative Efficiency
XXIO Jul-21

5

$30.13 33%
XXIO Jul-21

4

$30.03 33%
XXIO Jul-21

2

$43.79 23%
Cleveland Golf Sep-21

7

$14.70 68%
Cleveland Golf Sep-21

6

$18.34 55%
Cleveland Golf Sep-21

6

$22.27 45%
Cleveland Golf Sep-21

3

$42.80 23%
Cleveland Golf Sep-21

2

$44.64 22%
Srixon Oct-21

9

$11.55 87%
Srixon Oct-21

8

$11.98 84%
Cleveland Golf Oct-21

6

$20.06 60%
Cleveland Golf Oct-21

5

$28.43 35%
Srixon Oct-21

4

$32.15 31%
Cleveland Golf Nov-21

8

$14.68 68%
Cleveland Golf Nov-21

7

$15.94 63%
Cleveland Golf Nov-21

7

$14.25 70%
Average

5.6

$24.73 50%

Methodology

Realeyes uses front-facing cameras, in a privacy-safe manner to measure naturally occurring human response as opt-in viewers watch the videos from their own devices.

The Quality Score featured throughout this study is part of Realeyes’ flagship PreView product, a content intelligence tool for predicting and managing attention in advertising. PreView enables advertisers to reduce media waste by predicting and eliminating low-performing video creative and boosting strong attentive creative.

Quality Score is reported on a scale of 0-10 and measures a video’s ability to perform in market. It includes three critical elements:

  • Capture: Ability to capture audience attention in the first seconds.
  • Retain: Ability to retain the audience throughout the ad.
  • Encode: Ability to encode the brand message into the brain through emotional engagement.

In addition, we assessed the creative for a qCPM, which is the average cost per 1,000 quality exposures (qCPM) if there were a nominal CPM of $10, and Creative Efficiency, which is the extent that a video creative 1,000 attentive exposure at a cost on par with the cost of 1,000 paid media.

    Realeyes tested 16 Cleveland Golf ads from July – November 2021 where each video was viewed an average of 155 times. 

    We analyzed Realeyes’ performance metrics against several dimensions:

    • Duration
    • Brand
    • Device
    • Presence of Brand
    • Presence of Product
    • Presence of Human
    • Human Interaction
    • % Time Presence of Product Human Interaction

    Coca-Cola - ‘WOAH Content’

    Vice’s creative agency Virtue, conducted robust large scale content testing for Coca-Cola’s “Where Only Awesome Happens” - discovering what assets to drop and which markets were most effective.

    Heineken - 'Dropped'

    Discover how Heineken’s media partner Verizon, found which content resonated most with the target audience to help guide a more efficient media spend.

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