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Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
Day2 1215 panel_better_together_tv+online_video
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Day2 1215 panel_better_together_tv+online_video

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  • 1. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA BETTER TOGETHER? TV + ONLINE VIDEO Chaired by Guy Phillipson, Chairman IAB EuropePAU CASALS, 12.15pm – 13.15pm
  • 2. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAA bit of background…
  • 3. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAPan Euro & TV and Online Consumption
  • 4. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAMediascope Europe 2010Pan-European ResultsMedia by Day Part
  • 5. MEDIASCOPE EUROPE 2010: EUROPEAN MEDIA USETHROUGHOUT THE DAYQ1b/2b. What times of the day do you typically…during week? Watch TV Use the Internet via PC or laptop Use the internet via mobile or PDA 84% 71% 73% 68% 66% 54% 45% 50% 27% 39% 25% 22% 06:00 to 10:00 10:00 to 17:30 17:30 to 21:00 21:00 to 06:00 [Base: All Europeans across 15 markets covered using each type of media] The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members
  • 6. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAHeadlines from Landmark IAB/Thinkbox research
  • 7. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA 61% Online while watching TV Dont Everyday 36 Second most popular 47 activity after eating 3 while watching TV!Less often 14 Weekly
  • 8. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Campaigns: Auto, Finance and Packaged goodsAutos Finance FMCG
  • 9. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAHeadline FindingWhen TV and Online ads were usedtogether, the average uplift across all brandmetrics for all tested categories was;
  • 10. FOR ALL CATEGORIES ACROSS SOFTER METRICS % Agree ‘I feel I know this brand really well’ Seen TV only or Online only Seen Both Seen Neither TV nor Online = Significantly higher = Significantly different 79 to group who’ve seen 71 neither TV nor Online 60 57 46 43 32 30 18 Finance category average Car category average FMCG category averageUplift amongthose exposedto both TV + +14% +17% +8%Online : points points points  Significantly higher levels of agreement with brand metrics, amongst those who have seen TV and online advertising The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members Base : 25-54 Responsible for insurance/credit cards (1,002)
  • 11. AS WELL AS HARDER METRICS SUCH AS PURCHASE % Agree: ‘I am likely to buy/use this brand in the future’ Seen TV only or Online only Seen Both Seen Neither TV nor Online = Significantly different to group who’ve seen neither 77 TV nor Online 69 = Significantly 56 higher 51 45 25 25 19 18 Finance category average Car category average FMCG category averageUplift amongthose exposed +20% +26% +8%to both TV + points points pointsOnline : The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members Base : 16-34 ads main shoppers (1,004)
  • 12. FMCG: PURCHASE FREQUENCY RAISED CONSIDERABLY % Agree: ‘I am likely to purchase more frequently’ Seen TV only or Online only Seen Both Seen Neither TV nor Online= Significantlydifferent to groupwho’ve seen neitherTV nor Online 65 = Significantly 53 higher 49 37 39 29 FMCG category average Cadbury Creme EggUplift among thoseexposed to bothTV + Online : +16% +16% points points The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24
  • 13. THAT WAS THEN… NOW WELCOME OUR PANEL- Laurent Delaporte - V P of Microsoft Advertising, EMEA- Phil Macauley - MD, Quantcast- Anthony Rhind - Co-Chief Executive Officer, Havas Digital- Steve Brown - Sales Director, Yahoo! The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members
  • 14. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAWhy is TV and online such apotent combination?
  • 15. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAVOD and Beyond
  • 16. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAMeasuring Success: What toolsare we using now?
  • 17. TOGETHER FOREVER?ONLINE + TRADITIONAL MEDIA
  • 18. Consumer Connect in a nutshell #1 #2 TARGET MEASURE sales impact on most relevant advertised brand consumers basedon purchase history using actual sales data
  • 19. The Results in the UK so far 7 Categories so far…CONFECTIONARY +41% sales difference (average first 9 campaigns)PERSONAL CARE (x3) Exposed ControlDRINKSALCOHOL 2.93 ROICARBONATED BEVSHOUSEHOLD GOODS spent on media return in salesDAIRY PRODUCTS
  • 20. OUR FIRST UK CASE STUDYOBJECTIVEIn a highly competitive seasonal +51%environment, Cadbury wanted to sales differencedrive sales of their Creme EggproductTARGETBuyers of Creme Egg products inthe previous Easter season as wellas buyers of seasonal competitive 3.23 ROIchocolate egg productsMEDIA15 million impressions
  • 21. TiVo® PowerWatch™ for QuantcastCross-Media Analysis & Reporting Quantcast sees entire InternetTiVo® Research Product poweredby Quantcast offers insight into: TiVo® Panel• Overlap and the combined reach and frequency of your content and advertising• Downstream behavior and the extent to which TV advertising exposure drives subsequent Internet activity such as paid search site visits and purchases TV Universe 21 © Quantcast 2010. Confidential.
  • 22. Credit Card Advertiser Site Visitors– Program Affinity Advertised in column shows where the potential opportunities are for TV ad placements 22
  • 23. Unduplicated Reach Cumulative 23
  • 24. Most effective channel driving credit card applications • TV & Web combined drives the most Approved Applications • TV Only group provides broad reach • Web Only group is good at driving site traffic Compared to audience exposed to TV ads only x 4.7 Site Events x 5 Completed Applications x 3.9 Approved Applications Compared to audience exposed to TV ads only x 5.7 Site Events x 3.7 Completed Applications x 2.5 Approved Applications 24
  • 25. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAAnd whats coming?
  • 26. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIAThank you!

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