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Ad Effectiveness - The Brand Trilogy
 

Ad Effectiveness - The Brand Trilogy

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    Ad Effectiveness - The Brand Trilogy Ad Effectiveness - The Brand Trilogy Presentation Transcript

    • europe#interact2012   Orange Advertising
    • Building BrandsOnline
    • UK Online = 28% of a £17 billion market Source: IAB / PwC Online Adspend 2011 & WARC
    • Looking at it another way…Direct Response (£9.5bn) Brand (£7.5bn) 44% 9% Online Online All other All other media media Source: IAB estimate based on IAB / PwC Online Adspend 2011 & WARC
    • Building Brands Online - Methodology1 GfK’s panel of internet users2 Online campaigns tagged and offline campaigns modelled3 Panel surveyed one month after campaign4 Control and Exposed groups are created for all media
    • Target Audience ABC1 women aged 25 - 45Objective Supermarket launchMedia Online, Press, Outdoor & Social Media
    • Online adds reach to press and outdoor 2/3 Of those exposed to Online did not see the press advertising 1/2 Of those exposed to Online did not see the outdoor advertising Online Press Online Outdoor Reach of Online and Press Reach of Online and Outdoor Total Audience Total Audience(Online 52%) (Online 52%) Online Both Press Online Both Outdoor 34% 18% 16% 29% 23% 17% (Press 34%) (Outdoor 40%) Source: IABUK Building Brands Online Trilogy 2011
    • Online worked to drive awarenessExposure to online advertising= 19% increase in Product Awareness= 41% increase in Ad Awareness Source: IABUK Building Brands Online Trilogy 2011
    • Multiple exposure to display advertisingencourages favourability and purchase intent 60% 50% 40% 30% 20% 10% 0% Brand Favourability Purchase Intent 1 Exposure 2 + Exposures Source: IABUK Building Brands Online Trilogy 2011
    • Heavy internet users respond disproportionally well Uplift 100% 80% 60% 40% Product awareness uplift 20%+77% Heavier internet users 0% 21+ hours per week All internet Heavy (Total online population +19%) users internet users Source: IABUK Building Brands Online Trilogy 2011
    • Online and Social Mediaworked most cost effectively Cost Index per additional awareness point 200 150 100 50 0 Outdoor Press Online Social Media Source: IABUK Building Brands Online Trilogy 2011
    • Maggi So Juicy Target Audience Main Shoppers with kids Objective New brand launch Media Online, TV & Social Media
    • Different media contributed at different stagesof the purchase funnel TV OnlineBrand Awareness 5.9 7.0Purchase Intent 4.7 0.7 % point uplift by measure (control Vs exposed) Source: IABUK Building Brands Online Trilogy 2011
    • The target audience showed great uplifts for key brand metrics % point uplift by measure (control vs exposed) Online Total base Online Target Group 7.0 7.8Brand Awareness 4.5 5.8Ad Awareness 1.0 2.1Brand Favourability 0.7 2.4Purchase Intent Source: IABUK Building Brands Online Trilogy 2011
    • Different media drove different actions Online exposure TV exposure encourages word of Online Social exposure encourages panellists mouth and search in supermarkets encouraged new recipes with to research into the brand the Brand Searched for Talked about Maggi + 3.2 + 8.4 Maggi Online with friends and family Thought about new recipes using + 4.3Visited The Maggi + 2.0 Looked for Maggi in Maggi + 10.7 Website a supermarket or shop Source: IABUK Building Brands Online Trilogy 2011
    • For Maggi Online worked at 1/3 the cost of TV 100 34 TV Average cost per uplift across all Brand Metrics (Indexed against TV) Source: IABUK Building Brands Online Trilogy 2011
    • TV and Online best together (1 + 1 = 3) % point uplift by measure (control vs exposed) Online TV TV + OnlineBrand Awareness 17.1 7.8 4.1Ad Awareness 18.7 5.8 11.8Brand Favourability 2.1 5.6 12.1Purchase Intent 2.4 6.1 10.4 Source: IABUK Building Brands Online Trilogy 2011
    • So we stopped thyinking like a media agency….and started thinking like a record company
    • Lucozade Sport and Sport LiteTarget Audience 16 – 35Objective Reposition BrandMedia Online and TV
    • The three phase approach1. Starting fires 2. Launching the film 3. Reasons to believe 10 days 20 days 12 days 6 weeks
    • Phase One – Start lots of fire Digital1. Starting fires
    • Phase Two – Launching the film Digital Cinema VoD TV or 2. Launching the film
    • Phase Three – Reasons to believe Press &… 3. Reasons to believe
    • Overall campaign reach was driven by TV…Total campaign reach = 68.4%TV = 65.9% Online = 7.6% Online 92% … of those exposed to TV were only not exposed to online 2.4% TV only 32% … 60.8% of those exposed to online were not exposed to TV TV & online 5.2% Source: IABUK Building Brands Online Trilogy 2011
    • …though online hit the target audiencemore effectively Online TV 67% 40% Target audience Non Target audience Source: IABUK Building Brands Online Trilogy 2011
    • Online worked well to reposition Lucozade % point uplift against Lucozade brand statements TV   Online   -­‐5%   0%   5%   10%   15%   20%   ... is great tasting ... has a strong association with great music ... helps me perform at my best... helps me achieve what I want to out of my sport / exercise... is used by people who take part in sports or exercise ... has a cool image Source: IABUK Building Brands Online Trilogy 2011
    • Online video works at low levels of frequencyImpact of frequency on favourability and purchase intent Total Audience Favourability Purchase intent 80%   60%   40%   20%   0%   0   1   2  or  3   4+   Source: IABUK Building Brands Online Trilogy 2011
    • Campaign was most effective where consumers were exposed to both mediaUplift on brand health TV Online TV & OnlineTotal Audience Source: IABUK Building Brands Online Trilogy 2011
    • Key themesOnline worked cost effectively Combination of TV and Online was most effectiveOnline gets to and workswith the target audience Think about format and frequency
    • Thanks Thanks tim@iabuk.net Geoff.DeBurca@mediacom.com http://bit.ly/brand_research