MarkHenning
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MarkHenning

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MarkHenning MarkHenning Presentation Transcript

  • The Benefit of a Cross Media Brand Strategy
  • Digital is a channel NOT a strategy Not meant to be utilized stand alone Complements traditional marketing communications Provides connections and integration across campaign
  • Media Strategy What is the brand trying to accomplish? MAIL DIGITAL OUTDOOR RADIO PRINT Dot size = strength TV
  • Dot size = strength Digital Strategy What is the brand trying to accomplish?
  • Cross Media What Synergies can we Expect? Source: Dynamic Logic CrossMedia Research N=32 2004 – 2007 Delta = Exposed-Non-Exposed Aided Brand Awareness Message Association Brand Favourability Purchase Intent 7.6 3.9 2.9 4.6 Incremental Effect of Medium on Brand Metrics: Overall Studies Average Percentage Point Increase over Non-Exposed Baseline Average Delta Case Study TV
  • Digital provides incremental benefit Aided Brand Awareness Message Association Brand Favourability Purchase Intent 7.6 3.9 2.9 4.6 3.7 1.7 1.6 1.0 Incremental Effect of Medium on Brand Metrics: Overall Studies Average Percentage Point Increase over Non-Exposed Baseline Average Delta Case Study Source: Dynamic Logic CrossMedia Research N=32 2004 – 2007 Delta = Exposed-Non-Exposed TV TV+ Digital
  • Incremental Effect of Medium on Brand Metrics: Overall Studies Average Percentage Point Increase over Non-Exposed Baseline Aided Brand Awareness Message Association Brand Favourability Purchase Intent 7.6 3.9 2.9 4.6 3.7 1.7 1.6 1.0 5.7 5.7 7.3 7.0 Average Delta Asia Pacific Norms are more positive towards digital and have higher persuasion metric increases Case Study Source: Dynamic Logic CrossMedia Research N=32 2004 – 2007 Delta = Exposed-Non-Exposed Integrated Media Plan Works Best! TV + Digital + Print TV TV + Digital
  • A Cross Media Case Study Background: Test launch of a new car model Launch campaign comprised TV, Press and Digital The key brand goal was to increase purchase consideration
  • The overall media campaign reached 74% of the target audience TV Only 42% TV + Press 14% TV + Digital 4% All 3 4% Unexposed 26% Total TV – 64% Total Press – 26% Total Digital – 12% Press + Digital 1% Press only 7% Digital Only 2%
  • Total uplift in brand consideration was 11% Base: Total target audience sampled
  • Uplift in consideration driven by all media TV contributed the most Base: Total target audience sampled
  • Digital and Press over-deliver relative to investment Base: Total target audience sampled
  • Digital was most efficient at delivering consideration uplift
    • % uplift in consideration per £m spent
    Base: Total target audience sampled TV % Press % Digital % 0.6 1.6 3.9
  • But, different channels drove different aspects of the brand Base: Total target audience sampled Points change in Brand Metric due to each media   TV Press Online Total Uplift An up and coming brand 4.8 2.3 9.8 16.9 A leading brand 6.2 0.0 2.0 8.2 A brand that I can trust 1.6 6.8 1.0 9.4 Is a friendly brand 1.2 0.3 0.7 2.2 Always first with new ideas 5.4 3.1 9.8 18.2 A Premium brand 8.2 0.2 4.8 13.2 Stands out from the crowd 4.6 6.0 4.1 14.7
  • 13% of the total campaign effect was due to media synergies +6% Base: Total target audience sampled +4.0% +1.0% TV Press Online
  • How important is brand consistency across digital channels? A: Crucial B: Somewhat important C: Not important