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Media Timing Influences Success Average If Marketer had focused impressions on the 6 hours around lunch time, impact would have been significantly better Time of Day Lunch
Sometimes Spending Less is More Introducing New Menu Item: Grilled Chicken Flatbread Sandwich Ad Frequency (or Budget) % Aided Awareness 20% of Broadcast Budget Reinvested 13.6% in Online Point of Diminished Returns 5pt Gain! Cut 6.4% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.0%
Beware of the Diminishing Returns % of Brand Impact Awareness, Image or Purchase Intent 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Frequency Diminishing returns 1 2 3 4 5
Media Mix Influences Success TV Use Online Use Heavier Heavier Lighter Lighter Heavy Online Heavy TV Heavy TV Light Online Light TV Light Online Heavy Online Light TV 26% 38% 15% 21% Media Usage among 18-49 year old target 34.3 Million!
Media Optimizations Matters for Retail Too Payback ROI: Profit Payback Per Dollar Spent on Advertising Cost to Generate an Equivalent Sale (indexed) Overall, Online was the most cost effective & efficient in driving sales
Trying Something Brand New: Home Page Takeover Ad Ran One Day on Each Portal - Roadblock Roadblock 43% One Day Reach
Cost Effectiveness of Each Medium Cost to Increase Purchase Consideration Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase. $1.35 $1.00 $4.56 $11.04 Sample Cost 100 Roadblock 456 Magazine 1104 TV 135 Online Relative Cost Index Brand Metric: Purchase Consideration (top 2 box)
The Value of Small Changes Ford Media Mix * Traditional Media Plan * Approx. $200 Million Budget Online Online Result was another $750,000,000 in U.S. Truck sales Total of +$1,350,000,000 in U.S. Truck Sales (at retail vs. Base Plan)
Accountability is not measurement, Accountability is doing something about it
What If We Were . Wrong? Right? Media Motivations Messaging 36% 31% 83%
Greg Stuart [email_address] Thank You +1.631.702.0682
Increasing Online Advertising Impact +1,000% by End of Today Bonus
Stop Buying International Impressions for Domestic Campaigns
If, International users comprise about 15% to 30% of a site’s audience
Removing International increases effectiveness by 18% to 43%
Respect Diminishing Returns It’s a Law of Physics in Media % of Brand Impact Awareness, Image or Purchase Intent 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 Frequency Diminishing returns 1 2 3 4 5
Heaviest Online Quintile Captures Half the Ad Impressions Percent of Total Impressions Light Users All other quintiles Heavy Users Avg Freq: 1.0 2.1 3.2 5.5 25.0
One Solution: Website Frequency Caps Can Really Help Frequency of 3 Per Week per Site Dramatically Increases Reach & Thus Performance Light Users All other quintiles Heavy Users Increased reach by 72% +50% to 70% in Ad Effectiveness
Many Things can Affect Effectiveness (e.g., Time of Day) +10% to 15% in Ad Effective-ness Average If Marketer had focused impressions on the 6hours around lunch time, impact would have been significantly better % Purchase Intent Lunch
Results: Size Matters 1 Aggregated results for three brands tested 2 The average of four brand measures tested The 336x280 resulted in an average +54% increase in brand impact vs. 468 x 60 2 +20% to 54% in Ad Effective-ness IAB, DoubleClick Ad Effectiveness Research 2001 Banner Small Rectangle Small Skyscraper Large Rectangle
Make Sure EVERYTHING Works! Same Media Budget 310% Increase Source: InsightExpress
Mary I (popularly known in the English-speaking world as Mary, Queen of Scots and, in France , as Marie Stuart) (8 December 1542 – 8 February 1587) was Queen of Scots from 14 December 1542 to 24 July 1567.
She was the only surviving legitimate child of King James V . She was six days old when her father died and made her Queen of Scots . Her mother, Mary of Guise , assumed regency and her daughter was crowned nine months later.
In 1558, she married Francis, Dauphin of France , who ascended the French throne as Francis II in 1559. However, Mary was not Queen of France for long; she was widowed on 5 December 1560.
After her husband's death, Mary returned to Scotland, arriving in Leith on 19 August 1561. Four years later, Mary remarried, choosing her first cousin, Henry Stuart, Lord Darnley , as her second husband. Their union turned unhappy and in February 1567, Darnley was found dead in the garden at Kirk o'Field, after a huge explosion had taken place in the house.
She soon married James Hepburn, 4th Earl of Bothwell , who was generally believed to be Darnley's murderer. Following an uprising against the couple, Mary was imprisoned in Loch Leven Castle on 15 June and forced to abdicate the throne in favour of her one-year-old son, James VI. After an unsuccessful attempt to regain the throne, Mary fled to England seeking protection from her father's first cousin, Queen Elizabeth I , whose kingdom she hoped to inherit. Elizabeth, however, ordered her arrest, because of the threat presented by Mary, who was considered the rightful ruler of England by many English Catholics.
After a long period of custody in England, she was tried and executed for treason following her alleged involvement in three plots to assassinate Elizabeth and place herself on the English throne .