How Consumers REACT to Marketing. Understanding Marketing Effectiveness
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How Consumers REACT to Marketing. Understanding Marketing Effectiveness

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    How Consumers REACT to Marketing. Understanding Marketing Effectiveness How Consumers REACT to Marketing. Understanding Marketing Effectiveness Presentation Transcript

    • How do consumers REACT to Marketing?Understanding Marketing EffectivenessPeter NguyenNielsen Online Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • 2012 Yahoo! Marketing Summit 1#ybali Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • The marketer‟s challenge Marketers held accountable for making decisions more quickly in a changing business landscape that sees retailers wielding greater influence Proliferation of digital, viral, and experiential vehicles causing audience fragmentation and an environment where the consumer is in control Ability to make timely adjustments based upon real time measured effects How do you make more confident and timely marketing investments within a proliferating media environment? 3 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Clearly there is a missing link in the equation. Missing Link Does advertising attract shoppers to store and increase sales? 4 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Improving marketing performance requires comprehensive, consistent & analytical approach DISCOVER WHAT WORKS • Decompose sales impacts for each key marketing element • Calculate effectiveness and return on investmentMONITOR AND ADJUST PLAN SMARTER • Track results versus • Create insights to drive plan to identify gaps marketing plans • Identify actions to • Optimize spending close gaps allocation 5 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • DISCOVERWHAT WORKS 6 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Using Statistical analysis, we have been able tounderstand sales drivers for 1000s of brands worldwide Align sales with marketing Sales Promos TV Time 7 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Measuring the impact of over $10bn of mediainvestment each yearAlign sales with marketing SalesPromos TV TimeAttribute to activities corresponding to peaks and dips Core Volume Total Print TPR Only Quality Merchandising Total TV FSI 8 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • How are my marketing executions ROI performing?1 Marketing Factors Considered Media Advertising In-store Activity Other* + +2 Volume Decomposition 3 Incremental Revenue 4 ROI504030 $1.41 Spending $1.2620 $0.8210 Online Magazine TV0 Base Trade TV Halo TV Print Radio 9 * Can be many things different by country/category/industry Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • A TV Channel wanted to know how to best guide their advertisers on a range of topics…We looked over 100s of brands 10 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Which type of Laydown strategy is the most effective? ROIBurst 0.29 ROIPulse 0.34 ROIContinuous 0.38 11 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Is a fully integrated ATL campaign reallyadding anything? Campaign Direct Mail Campaign Cellular with 1-3 e-Mail Pager with 3+ media Outbound media types Website PDA Telemarketing Sales Force Fax types Retail Point of Sale Face-to-Face ROI Delivery Fulfillment Customers Radio ROI 0.34 Phone Ordering Television 0.18 ATM Magazines Event / Placement/ Sponsorships Product Outdoor Sampling Newsprint 12 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • A media campaign consisting of TV + Internetincreases ROI in comparison with a single TVcampaign Average short term TV ROI (Incremental $ Sales per $ Spent) +6% Nielsen Benchmarks Strong >$0.5/$ $0.35 $0.33 Weak <$0.2/$ ROI calculation based on Gross TV Spend Single TV TV + Internet 13 campaign campaign Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Nielsen Brand Effect Metrics and Business Results• BE has 5 syndicated ad effectiveness metrics: – General Recall – Brand Recall – Message Recall – Likeability – Purchase Intent• Correlated BE metrics with MMM Sales Response coefficients• Global CPG Company Y Summary: MMM Sales Correlation Between: Response General Recall 0.55 Brand Recall 0.75 Message Recall 0.81 Likeability 0.72 Purchase Intent Top 2 Box 0.61 BE Metrics are Leading Indicators of MMM Sales Response 14 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Dual-platform ad exposure greatly enhances TV adperformance TV Ad Performance – A18+ TV + Online Exposed TV Only Exposed 56% +22% 46% +50% 42% +67% 35% +67% 28% 25% 21% 15% General Recall Brand Recall Message Recall Likeability 15 Nielsen Brand Effect (IAG), 9.20.10 – 7.31.11, A18+ Green arrows indicate a positive difference and red arrows indicate a negative difference at >90% confidence Dual Platform is limited to those exposed within the previous 7 days to TV + Online Video; Limited to same campaigns for both TV + Online Exposed and TV Only Exposed; TV+ Online Exposed sample:18,165; TV Only Exposed sample: 4,587,549 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Incremental online exposures further improve TV adperformance TV Ad Performance by Online Exposure Level – A18+ General Recall Brand Recall Message Recall Likeability 62% 62% 53% 53% 54% 49% 50% 41% 42% 39% 37% 37% 32% 31% 30% 31% 30% 23% 24% 21% 1-2 3-4 5-7 8-10 11+ Online Exposures 16 Nielsen Brand Effect (IAG), 9.20.10 – 7.31.11, A18+ Green arrows indicate a positive difference and red arrows indicate a negative difference at >90% confidence Limited to those exposed within the previous 7 days to the same campaigns up to the first five exposures to TV + Online Video; Online Exposure Sample Sizes: 1-2 = 8,402; 3-4 = 1.516, 5-7 = 636, 8-10 = 357, 11+ = 464 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • TV ads for this advertiser were more effective among those viewerswho were previously exposed to online ads, particularly video ads TV Advertisement Brand Recall by Prior Online Ad Exposure Type 52 48 39 35 TV Only TV + Rich Media Only TV + Online Video Only TV + Display + RM +Online Video 17 Source: Nielsen Brand Effect, A18+, 11.18.09 – 03.14.10; Based on online ad exposure in 30 days prior to TV ad exposure. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Higher Engagement in long form online content relative toTV is evident across age groups Online Full Episode Norm (Next Day) Broadcast TV Norm (Next Day) 84% 86% +26% 82% +46% +38% 68% 61% 56% A18-34 A18-49 A35-64 18 Source: Nielsen Brand Effect (IAG) 9.20.10 – 7.31.11; Lifts shaded in green are significant at a >90% confidence. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Long-form online video ads significantly outperform TV ads Ad Performance by Platform – A18+ Online Video TV 65% +41% 52% +86% 46% 43% +205% +87% 28% 28% 21% 15% General Recall Brand Recall Message Recall Likeability 19 Source: Nielsen Brand Effect (IAG) 9.20.10 – 7.31.11; A18+ TV & Online Measurement limited to people 1 day post exposure to same campaigns on Online Video and TV. Lifts shaded in green are significant at a >90% confidence; Online Video sample: 32,031; TV sample: 4,998,658. Online Video is inclusive of full episode player sites. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Short Form Video breaks through just as well as TV ads Short Form Video vs. Broadcast/Cable TV Ad Performance Short Form Video (77,903) Broadcast/Cable TV (2,967,042) 48% 48% 29% 29% 22% 22% 15% 16% General Recall Brand Recall Message Recall Likeability 20 Nielsen Brand Effect (IAG), January 1, 2011 – December 31, 2011, A18+ Broadcast Cable Norm Limited to Primetime and Non-Sports programming Limited to Same Brands Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Even when measuring online impact of ads,clickthrough does not reflect the full value… 80% Brand A Have not been exposed/ to conducted any Visit activity 40% 24% 2% Display Display Display <=1 Week Clickthrough: 5 Clickthrough: seconds* Same Session 71% 52% Brand B Brand C Have not been exposed/ to Have not been exposed/ to conducted any Visit activity 12% conducted any Visit activity 46% 27% 14% 9% 5% Display Display Display <=1 Week Display Display Display <=1 Week Clickthrough: 5 Clickthrough: Clickthrough: 5 Clickthrough: 21 seconds* Same Session seconds* Same SessionBase: Those that visited the brand site after exposure to display campaign Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • …And there is no correlation between onlineclick through and offline ROI 1400% Correlation = -.07 Campaign ROI% 900% 400% Breakeven -100% 0.00% 0.10% 0.20% 0.30% 22 Ad Click Thru Rate Source : Nielsen Online Analysis of 300+ Online Campaigns: U.S. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • But we can show that online campaigns dodeliver ROI at the checkout 126 100 99 78 76 Online TV Trade Print Couponing Source: The Nielsen Company, TMG Meta Analysis, 2009, n=300 CPG client brands: U.S. •ROI = (incremental sales driven by campaign/cost of campaign) -1 23 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Which Digital Media types are the most effective? (at driving sales) Highest1. Brand Website/MicroSite ROI2. Online Registration Email3. Email4. Paid Search Banner Ads5. Registration-Influencer6. Content Syndication Brand Website/MicroSite7. Banner Ads8. Internet Sampling Paid Search 24 *Based on Global Averages Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • We conducted a global “Meta-Analysis” across 300+ Marketing Effectiveness studies 25 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Where do you think Asian Markets rank vs. othercountries on media effectiveness?? Americas Western Europe Asia-Pac CEEMEAIndex of Media Effectiveness 2.33 Argentina Belgium Australia Greece Brazil France China Poland 2.09 2.07 Canada Germany India Saudi Mexico Italy Indonesia South Africa 1.59 USA Spain Japan Turkey Venezuela UK Philippines 1.24 1.20 1.20 1.18 1.15 S-Korea 1.11 0.99 0.99 0.97 Thailand 0.90 0.87 0.84 0.83 0.83 0.75 0.75 0.74 0.59 0.59 0.54 0.42 26 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Where do you think Asian Markets rank vs. othercountries on media effectiveness?? Americas Western Europe Asia-Pac CEEMEAIndex of Media Effectiveness 2.33 Argentina Belgium Australia Greece Brazil France China Poland 2.09 2.07 Canada Germany India Saudi Mexico Italy Indonesia South Africa 1.59 USA Spain Japan Turkey Venezuela UK Philippines 1.24 1.20 1.20 1.18 1.15 S-Korea 1.11 0.99 0.99 0.97 Thailand 0.90 0.87 0.84 0.83 0.83 0.75 0.75 0.74 0.59 0.59 0.54 0.42 27 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Which Media type is most effective……IN ASIA??Index of Media Effectiveness TV 100 Magazine 147 Radio 108 Out of Home 66 Digital 244 28 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • PLAN SMARTER 29 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Custom optimizations identify best possibleinvestment options given budget constraints Analysis Optimized Plan Marketing TV Costs and Print Product Margins Online By Activity Business By Week Rules By Brand By Channel 30 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • An example of spending optimisation from a small carcompany with a growing share… 52 Weeks (1 Year) Scenario Change in Incremental [unit: 1,000 $ ] Last 52 Weeks Change in Investment Investment Value TV 3,094 5,664 2,570 7,555 TV Sponsorship 881 881 0 0 Newspaper 2,277 1,594 -683 -1,203 Magazine 296 0 -296 -437 Online 286 583 296 470 OOH 2,175 665 -1,509 -1,633 Price Related Discount 2,978 1,922 -1,056 -1,748 Dealer Incentive 1,972 2,651 679 2,515 Total 13,889 13,889 0 5,520 +$ 5,520,121 Incremental Sales Value 31 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Measurement comparability with other Media All Adults Women 25-44 Total Audience: 24.9m Total Audience: 4.1m TV TVActive Internet Individual Universe: Online Online38,144,000Observed Ad Impressions:24,007,000 Delivery 1.6m 2.9m 20.4m 0.4m 0.5m 3.2mAudience Reach: 4,120,000Audience Reach: 11%Average Exposure: 5.8Online GRPs: 62.9 36% of those exposed to 44% of those exposed to the online campaign did the online campaign did not see the TV campaign not see the TV campaign 12% saw both the Online 12% saw both the Online and TV campaign and TV campaign 32 Source: Nielsen Incremental Reach Note: Figures may not add up to Total Audience due to rounding Base („000): All Adults (49,206), Women 25-44 (8,293) Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • SUMMARY 33 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Key Take-Aways• It is now possible to understand the ROI of digital as part of the media mix• Don‟t just rely on click-thru• Online is a great compliment to traditional media and works hard to reinforce the branding message• Having solid measurement and comparability with traditional media gives confidence for investment• There is no silver bullet to budget reallocation – depends on category, BTL mix etc… BUT – ALL analysis so far shows advertisers could – and should – go further with their digital investments 34 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • • “Half the money I spend on advertising is wasted; the trouble is I dont know which half.”John Wanameker: Retailmagnate, considered apioneer in advertisingHe would have known that today !! 35 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • For questions, please contact: Peter Nguyen Manager, Nielsen Online, NM Incite CENTRE POINT - 106 Nguyen t: + 84 8 3997 8088 x: 8174 Van Troi St. f : + 84 8 3845 5348 Phu Nhuan Dist. HCM. City, m: +84 977 550 665 Vietnam e: son.nguyen@nielsen.com Peter Nguyen fiickdotcom Peter Nguyen 2 AdSolutions 2011 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • 37Copyright © 2011 The Nielsen Company. Confidential and proprietary.