Optimising integrated campaigns in Asia Pacific

Building Brands withIntegrated Campaignsin Asia PacificIAB Singapore – may 2012

What do we mean by “brand impact” Mostly incremental sales to existing users Immediate, short term The Sales Response Effect Campaign Total Sales The Brand Effect Performance Strengthens loyalty Emotion of existing users and Popularity Brand brings new users into brand Dynamism Engagement Difference Value Salience Sustained, longer term

Understanding campaign impact on brandperformance using CrossMedia Research Did campaign reach the right people? Did the campaign impact on the brand in the way we wanted to Did the campaign deliver impact cost efficiently? How could we further optimise brand impact in future?

01 What have we seen across Asia Pacific so far?

TV is still the big driver of awareness, thoughothers help too 5% 4% 3% 2% 1% 0% Magazines Newspapers Online Outdoor TVChannelReach 30% 38% 36% 37% 75%

But online and other channels are more importantwhen it comes to overall brand engagement 3% 2% 1% 0% Magazines Newspapers Online Outdoor TVChannelReach 30% 38% 36% 37% 75%

And averages hide huge variation in channelperformance across campaigns 12% Variation in Channel Performance on Brand Engagement and Reach 10% POSContribution per Reach Point 8% Online 6% Newspapers 4% Outdoor TV 2% Magazine 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Reach

02 So what makes a successful integrated campaign?

Integrated media helps build campaign reachbeyond the TV core Family with 3-11 yrs kids 18-29 yrs Non Family 84% 80% 71% 60% 42% 40% 34% 26% Total Campaign TV Online Magazine Total Campaign TV Online Magazine TV TV Online Online Magazines Magazines +20% Non-+13% Non- TV reach TV reach Source: CrossMedia Research study, leisure, North Asia

Using online video also improves the distributionof TVC across target audience Heavy TV Medium TV Light TV No TV Reach of AV channels by TV exposure group 88% 70% 39% 41% 36% 37% 33% 0% TV Online video Frequency of AV channels by TV exposure group 6.9 5.1 5.3 4.4 4.1 2.8 1.9 0 TV Online video

If TV reach is already high, others channels may not build reach much Only +5% Non TV reach TV 83% total reach But all this still counts Online 25% Magazines 16% Case Study: Malaysia, hair care

Using multiple channels broadens brand impact byhitting more areas of the brand 5% TVC Magazines Online 4% 3% 2% 1% 0% Presence Consideration Functional Image Expert Image Case Study: Malaysia, hair care

Exposure to multiple channels also deliversadditional synergy benefits 5% TVC Magazines Online TV+Online 4% 3% 2% 1% 0% Presence Consideration Functional Image Expert Image Case Study: Malaysia, hair care

In this case 25% of impact on brand imagery camethrough synergies 12% TV Online OOH TV + Online synergy TV + OOH synergy 10% 8% 6% 4% 2% 0% Emotional imagery Functional imagery Product performance Value Case Study: China, dairy product

But even airing the same creative online can stillbuild on TV 8% TV IPTV Online video 7% 6% 5% 4% 3% 2% 1% 0% Aided Awareness Familiarity Consideration Recommendation Emotional Benefits Case Study: Beverage category, North Asia

Online also improves ROI on Brand Impact Relative cost efficiency - % increase in brand metrics per $1 spent TVC Online Magazines 19.8% 15.0% 5.0% 5.5% 5.0% 4.5% 3.1% 2.7% 1.4% 1.2% 1.3% 0.0% Presence Consideration Functional Image Expert Image Case Study: Malaysia, hair care

The relatively low cost of advertising online is oneof its biggest advantages Impact among those reached Impact per ¥1m5.0% 4.0% (average on all metrics) (average for all metrics) OOH4.0% Online 3.0%3.0% TV 2.0% Online2.0% OOH 1.0%1.0% 0.0% TV0.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% % Reach of media % Reach of media Case Study: China, dairy product

Over investment in any one channel createsinefficiency and wastage, reducing ROI 80% % GRPs non productive % audience over frequency ceiling 60% 40% Overall 37% of TV GRP’s were unproductive 20% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Weeks Case Study: Malaysia, hair care

Even if TV is over delivered, online can still deliverimpact from same TVC Efficiency of impact on Consideration TV: Frequency Ceiling: 6 Online video: Frequency Ceiling 4100% 100%80% 80%60% 60%40% 40%20% 20% 0% 0% 1 2 3 4 5 6 1 2 3 4 5 6 TV GRPs Unproductive GRP % Overexposed Online GRPs Unproductive GRP % Overexposed Case Study: China, beverage

For online, balancing reach & frequency is also keyto optimizing performance Average increase across brand image attributes Average Online share Simulations Reach % iGRPs Frequency of impact Base: Existing online Plan 12.0% 11.2 134 8% Same impressions, optimal R&F 22.4% 6 134 15% 80% more weight, optimal R&F 30.0% 8 240 18% Case Study: China, personal care

03 Creative is key too

Aside from good media implementation, gettingthe online creative right is key 13.6 Top Performers Average Bottom Performers 8.7 8.9 7.5 6.9 4.7 2.3 2.5 1.5 1.2 -1.6 2.0- 2.3- -3.6 -4.1 Aided Brand Online Ad Message Brand Favorability Purchase Intent Awareness Awareness Association

What makes online creative successful?- First get your Branding rightWhat stopping power would the first frame generate?What reason would a user have to stop and watch the ad – intrigue is notalways a good option with online campaigns

- and keep it simple • One or two messages is enough • Don’t make the message too complex We have more on this, but that will have to wait for another time

Optimising Integrated Campaigns

1. Use multiple channels to maximize campaign impact2. Don’t be afraid of migrating to Online3. Good creative / content is key to channel performance Optimising Integrated Campaigns

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Optimising integrated campaigns in Asia Pacific

by Millward Brown on Jun 14, 2012

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