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IAB How to Build Brands Online event: Measurement by Mark Henning, Millward Brown
 

IAB How to Build Brands Online event: Measurement by Mark Henning, Millward Brown

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With the increase of new creative formats and rich media options, marketers are seeing the potential of online and mobile marketing as an efficient and cost effective tool for building brands. On 25 ...

With the increase of new creative formats and rich media options, marketers are seeing the potential of online and mobile marketing as an efficient and cost effective tool for building brands. On 25 July, attendees learned how to use the key digital elements to build your brand online.

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    IAB How to Build Brands Online event: Measurement by Mark Henning, Millward Brown IAB How to Build Brands Online event: Measurement by Mark Henning, Millward Brown Presentation Transcript

    • Building Brands Online M A R K H E N N I N G – D I R E C T O R M E D I A & D I G I T A L S O L U T I O N S
    • Millward Brown are pioneers of evaluating brand impactof digital advertising 2 MILLWARD BROWN Brand experts for over 35 years DYNAMIC LOGIC Digital & media experts for 12+ years MarketNorms®Brand & Media Experts Research Quality
    • How To: Building Brands Online 3 1 Setting the Right Objectives 2 Best Practice for Brand Effect Online 3 Maximising the Role of Online in a MultimediaCampaign
    • How To: Building Brands Online 4 1 Setting the Right Objectives
    • Online: the most measurable medium 5 Clicks Click Thru Rate CPM CPC Interactions Unique Browsers Engagement LikesFans Views Downloads View Throughs View Throughs Unique Users Impressions Cost per Engagement Video Completion Rate
    • We have lots of metrics, but none of them measure brand effect 6 BRANDING
    • It is possible to measure online brand impact 7 0 1 2 3 4 5 6 7 8 Aided Brand Awareness Online Ad Awareness Message Association Brand Favourability Purchase Intent Change in Key Brand Measures Due to Campaign Exposure %DeltaControlvsExposed
    • And benchmark against relevant norms 8 0 1 2 3 4 5 6 7 8 Aided Brand Awareness Online Ad Awareness Message Association Brand Favourability Purchase Intent Change in Key Brand Measures Campaign vs Millward Brown Industry Norm Campaign Impact Millward Brown Industry MarketNorm %DeltaControlvsExposed All Australiancampaignsthrough May 2013 – n=106+ Campaigns
    • But should we be aiming for just average? There is large variation in performance of online brand campaigns – we should be aiming to significantly outperform the average Millward BrownAustralian Campaign MarketNorms 6.9 13.4 5.7 7.5 1.8 5.1 1.3 1.8 -1.6 -0.6 -3.1 -2.8 Best (top 20%) Average Worst (bottom 20%) %differenceExposedvsControl Brand Favourability Purchase IntentOnline AdAwarenessAided Brand Awareness All Australiancampaignsthrough May 2013 – n=106+ Campaigns
    • And KPI Objectives should be adjusted by industry 10 0 1 2 3 4 5 6 7 Aided Brand Awareness Online Ad Awareness Brand Favourability Purchase Intent Key Brand Measure Millward Brown Industry Norms Automotive FMCG Fin Services Technology %DeltaControlvsExposed All Australiancampaignsthrough May 2013 – n=106+ Campaigns
    • So, what are we recommending? 11 1. Be aware of how you are measuring your digital campaigns 2. Understand your goals and set relevant objectives 3. Test and learn 1. Know what is a good result and what isn’t (Benchmarks/MarketNorms) 2. Dig deeper than just topline numbers - it is not just about a one number report card. In every campaign there will be things that worked well and thing that didn’t 4. Use what you learn and apply to all your campaigns
    • How To: Building Brands Online 12 1 Setting the Right Objectives 2 Best Practice for Brand Effect Online
    • The advertising challenge is consistent across online and offline media 13 branded engagement: Will the ad connect with the consumer in a branded fashion? motivation: Do the brand associations make it more desirable at key decision moments? But online, we need to achieve this in LESS THAN THREE SECONDS
    • The brand name should always be highly visible throughout the creative 14 ✗ 
    • Consistent brand presence is critical for raising awareness in the online environment Source: MarketNorms, Full Dataset Q2/12; 0% Logo Pres. N= 217 campaigns, n= 244,360 respondents; Partial Logo Pres. N= 2,268 campaigns, n= 2,701,813 respondents; 100% Logo Pres. N= 4,519 campaigns, n=5,369,946 respondents 15 1.7 3.7 2.2 4.0 2.4 4.7 Aided Brand Awareness Online Ad Awareness PercentImpacted 0% Logo Presence 50% Logo Presence 100% Logo Presence Percent Impacted = Exposed - Control
    • Keep the messaging simple, clear and direct Each frame of the ad should be able to stand alone 16 ✗ 
    • Don’t make your viewers work to see your message 17 ✗ 
    • 3.6 2.7 1.2 2.4 0.9 0.3 2.0 1.4 1.1 Aided Brand Awareness Brand Favorability Purchase Intent Video Rich Media Std Flash In Australia, we see that Video has a stronger impact on brand metrics than other online formats Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns;Flash = campaigns; Grey Italics on charts indicate values are not statistically significant Online Video outperforms other online ad formats in building Aided Brand Awareness, generating Brand Favourability and Purchase Intent %differenceExposedvsControl
    • 2.7 2.7 1.3 1.9 1.0 -0.4 1.1 1.0 1.0 Aided Brand Awareness Brand Favorability Purchase Intent Video Rich Media Flash And online video impact only requires low frequency %differenceExposedvsControl AD FORMAT– FREQUENCYOF1-2 Australia AdIndex Database October 2012 : Video Freq 1 -2 = 12 campaigns ; Rich Media Freq 1-2 = 19 campaigns ; Flash Freq 1-2 = campaigns Grey Italics on charts indicate values are not statistically significant
    • -1.0 -0.5 0.0 0.5 1.0 1.5 2.0 2.5 1-3 4-9 10-14 15+ Standard Flash Video However, high frequencies for online video can be negative *Source: MarketNorms database to Q2 201220 Managing frequency across publishers/networks is critical AVERAGE%IMPACTED– PURCHASEINTENT FREQUENCY
    • Consider using video and standard flash to extend the life of your online campaign Source: Australian FMCG Campaign Case Study 201121 Video and Flash combined gave a better result in this FMCG campaign aided brand awareness message association brand favourability purchase intent Display VideoVideo &Display 2.4 0.0 4.5 1.3 5.2 2.8 1.6 0.0 9.7 8.5 5.0 2.5 AVERAGE%IMPACTED
    • Best Practice for Brand Effect Online 22 But generally online is not used in isolation • Quality CreativePlays a Big Role • Video and High Impact Outperforms • Manage your Frequencies 1 2 3 4
    • How To: Building Brands Online 23 1 Setting the Right Objectives 2 Best Practice for Brand Effect Online 3 Maximising the Role of Online in a MultimediaCampaign
    • Based on a range of Cross Media studies across the Asia Pacific Region, we see that TV still dominates for reach 24 Reach by Medium (% of Total Sampleexposed to the campaign through each channel) 30% 38% 36% 37% 30% 75% Reach Source:MillwardBrownAP CrossMediaStudies(Average of 22 campaigns) NEWS NewspapersMagazines OutdoorOnline TVRadio
    • Difficult to add incremental reach when 80%+of target are reached by TV Online Video can add reach to TV campaigns…… Discreet Reach & Duplication for TV and Online Video 80% 27% Target Audience: Total Reach 83% TV Online Pre-Roll Video Source:MillwardBrownAustralia CrossMediaReach&Frequency Studies(Average of 18campaigns)25
    • But this varies significantlyacross campaigns 26 Online Video can provide incremental significant incremental reach to a smaller TV campaign 80% 27% Target Audience: Total Reach 93% TV Online Video 80% 27% Target Audience: Total Reach 62% TV Online Video Source:MillwardBrownAustralia CrossMediaReach&Frequency Studies(Average of 15 campaigns) Highest Overlap of CampaignsMeasured Highest Incremental Reachof CampaignsMeasured
    • Importantly, Online Video Reach increasesamongst lighter TV viewers 27 Reach% Heavy TV Viewer MediumTV Viewer Light TV Viewer No TV Viewer Source:MillwardBrownAustralia CrossMediaReach&Frequency Studies(Average of 14 campaigns)
    • 28 60 65 70 75 80 85 90 Less TARPs + 1+ REACH CURVE – Target Audience % 1+ Reach TARPs Campaign Reach Fewer TARPs required to achieve Campaign reach when TV and Online Pre-Roll are used together Resulting in more efficient reach for integratedcampaigns
    • Online also impacts brand metrics within multimedia campaigns.... 29 TVOnline OOH Brand Awareness Campaign messaging TV Print Online OOH Source:MillwardBrownAustraliaCrossMediaReach&Frequency Studies(Average of 18campaigns) Proportion of Brand Impact Attributable to each Media Channel
    • Importantly punchingabove its spend weightfor Purchase Intent and/or Consumptionmetrics 30 Consumption TV Print Online OOH Consideration TV Print Online OOH Source:MillwardBrownAustraliaCrossMediaReach&Frequency Studies(Average of 18campaigns) Proportion of Brand Impact Attributable to each Media Channel
    • In Summary 31 • If the objective is to build brand, then measure brand effect • Manage your campaign creative quality, frequencyand format • Online is effective in multimedia campaigns especially to drive efficient reach and purchaseintent
    • Building Brands Online M a r k H e n n i n g – D i r e c t o r m e d i a & D i g i t a l S o l u t i o n s