Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TV Commercials still rule in much of Asia - How effective is yours?

1,143 views

Published on

1. TV Advertising spend in Vietnam is still growing.

2. Spend on TV Advertising dominates all advertising in Vietnam, and is higher than the regional average.

3. Much TV spend though is wasted through failing to advertise the brand and failing to make a connection.

4. AdTraction shows you how well you are making the connection.

5. Use AdTraction to make sure you are getting ROI!

  • Be the first to comment

TV Commercials still rule in much of Asia - How effective is yours?

  1. 1. $650 million can’t be wrong... ...or can it?!
  2. 2. How many of you work for a company that has advertised on TV in the past year? 2
  3. 3. How many of you work in costcontrol, procurement, o r finance function? 3
  4. 4. Approaching $650 million in 2013... Vietnam TV Ad Spend (USD Million) 800 700 600 500 400 300 200 100 0 2008 Source: IMF/Media Partners Asia 2009 2010 2011 2012 2013* 2014* * Estimated 4
  5. 5. Advertising is dominated by TV... Vietnam Ad Spend by Medium (%) 76 2012 0% 20% 40% TV Print OOH Online Radio 13 6 60% 80% 100% Source: IMF/Media Partners Asia 5
  6. 6. Disproportionately high relative to the region... % TV of Total Advertising Spend 80 70 60 50 40 76 30 41 20 10 0 Vietnam Asia Source: Do Kim Dung, Deputy Chair of the Vietnam Advertisement Association, quoted in ASEAN-Business-News.com 6
  7. 7. So TV advertising spend must really be worth it, right? 7
  8. 8. In theory, TV certainly has some major advantages...  Huge reach  Engagement  “Showcase” platform Undoubtedly, billions of dollars of sales have been triggered by TV advertising. 8
  9. 9. Are any of you planning a TV campaign for Tết 2014? 9
  10. 10. How many new TVCs were launched in Jan „13 before Tết? 1-10 11-20 21-30 31-40 41-50 51-60 61-70 70+ 10
  11. 11. Pre-Tết 2013 communication exposure was big! New TVCs in Dec „12 & Jan „13 0 01-13 30s 50 100 12-12 All 200 250 72 01-13 All 12-12 30s 150 01-13 30s 01-13 All 12-12 30s 12-12 All 216 90 237 Note: “30s”=30 seconds (standard format in Vietnam); “All”= 5, 10, 15, and >30 second formats/variations. 11
  12. 12. 12
  13. 13. 13
  14. 14. So how does this appear for the consumer? All 30 Second 14
  15. 15. Or more realistically... ...can you find your “Solid Yellow” TVC? All 30 Second 15
  16. 16. The big issue with TV advertising is the “clutter”! 16
  17. 17. Many TVCs don‟t even effectively advertise the brand... ...they only advertise the category Example: http://www.youtube.com/watch?v=CL-irMyFalY 17
  18. 18. People only remember the category & not the brand...  The Dove Men TVC is actually very, very good.  But it works because it makes fun of other shampoo TVCs.  Many shampoo TVCs have the “flowing hair”. It is a “cliché”.  The brands in such cliché TVCs are almost interchangeable – the brand has no connection with the story.  People only remember “shampoo” and not Brand X. This benefits the Market Leader But means your Ad Spend has been wasted 18
  19. 19. We have tested over 350 TVCs with 2/3 Advertise the category $429,000,000 wasted TVC spend in Vietnam? 19
  20. 20. TVC can be viewed at: http://youtu.be/B0MjwrDr2fo 20
  21. 21. TVC can be viewed at: http://youtu.be/UcAp5A_HCFY 21
  22. 22. What‟s your feeling? 22
  23. 23. Which TVCs are making the most impact?     Jumping around – viewer can‟t focus on anything! Voice over – this is a TVC not a radio ad! Trying to appear youthful – but not really conveying anything Unlikely to be remembered – just generic     Clear story Amusing Engaging Point well made – positive impression of brand 23
  24. 24. An effective TVC is all about making an emotional connection... 24
  25. 25. And this is now possible to measure with Show the TV ad happiness surprise Watch the viewer fear anger Decode micro movements disgust sadness 25
  26. 26. Let‟s look at this again – but with EMOTION! 26
  27. 27. Let‟s look at this again – but with EMOTION! 27
  28. 28.  “Happiness” peaks at about 10% - a very low score!  “Anger/Irritation” amongst Men (blue line) peaks at over 40%!  The G-Mobile TVC therefore is actually more irritating than it is good 40% 10% Happiness Anger/Irritation 28
  29. 29. For Vietnamobile, a real connection is made! 60%  “Happiness” peaks at 60% for women!  It really connects with women.  But even amongst Men (Blue line) the score hits peaks of 20% - which is still much better than G-Mobile. Happiness 29
  30. 30. TVCs that are emotionally engaging “win” for you...  Cut Through – you get heard! (over 3000 TVCs in past 2 years!)  Memorable – stay in people‟s minds long after campaign is over  Affinity – unlock the connection between your brand and purchasing  Brand Building – build the brand for longer term equity Return On Involvement yields Return on Investment 30
  31. 31. This is fact, not fiction! “The most effective [profit & growth] campaigns are those that rely primarily on emotional rather than rational models.” “Emotionally based campaigns are not only likely to produce very large business effects but also produce more of them, outperforming rational campaigns on every single business measure.”     “Marketing in the Era of Accountability” by Les Binet & Peter Field 880 TVCs assessed from past 20 years Institute of Practitioners in Advertising (IPA) http://www.thinkbox.tv/server/show/nav.874 31
  32. 32. Advertising on TV can have powerful effects...  Size of your media spend does have an impact.  But for any given budget, it is the content that will give you the Return On Investment. Make sure you advertise your brand (and not just the category). Make sure you are making an emotional connection. $650 million is a lot of money. Spend it wisely!!! 32
  33. 33. Action Points:  If you work in Marketing, on Monday:  Review your past/planned TVCs.  Why do you think your TVC will stand out from the clutter?  Why do you think your TVC is going to make a connection?  If you think you might have a problem: joewheller@cimigo.com  If you work in Finance/Procurement/Cost-Control then on Monday, ask your Marketing Team:  Why do you think your TVC will stand out from the clutter?  Why do you think your TVC is going to make a connection?  Why do you think your TVC will deliver ROI?  If you think you might have a problem: joewheller@cimigo.com 33
  34. 34. Cimigo for Brand Value And for stronger consumer engagement & intelligence. vietnam@cimigo.com @cimigovietnam www.facebook.com/cimigovietnam www.linkedin.com/company/cimigo 34
  35. 35. We look forward to talking with you. cimigo.com The Voice of the Customer

×