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.
The importance
   of an integrated media mix



 Choice: a “consumer centric” research
into the impact of communication ch...
But unresolved measurement and accountability
How to make the difference ?
That’s why we launched




Consumer-centric

         Holistic
                    Integrated
                            ...
Making the truth emerge



  Relative weight of communication channels
  Single source
     different product categories
...
Methodology




                     General DM results




Product-specific analysis
Methodology
and Fieldwork
The big idea

 Look for perceived effectiveness of communication channels
    Touchpoint approach on several sectors
   ...
Methodology and field

 Universe:
    Total population 15+
    National
 12 500 interviews in total
    2 X 500 pilot i...
The 4 S of the questionnaire

 Standardized
 Secured (pilot)
 Sense
    Projective techniques
 Simplicity
    Short
   ...
Questionnaire in three parts

 Media effectiveness:
 « Imagine that tomorrow you get
   appointed as the BOSS of company
 ...
The survey resulted into …
 The analysis of 3 550 variables
    71 categories (FMCG, services, durables, leisure, … )
   ...
Methodology




                     General DM results




Product specific analysis
Identifying DM in Choice
         Classic DM                                 Promo DM


                                  ...
Beyond DM, 128 other channels…

                  TV Ad, Radio Ad, Magazine Ad, Internet Ad, flyers in the street, discoun...
DM, the 2nd most chosen category
  % of population 15+ chosen at least one action of the category

           Mass        ...
For DM also, Belgians love promo


   33
                26

                                           average
          ...
Digital DM, a promising start


                  40

   15


                                               average
DM Di...
Most chosen DM activities




                                                        %
                       A catalogue...
The relativity of an average score…

    100

     90

     80                                       GSM Operator:
       ...
…and a split FMCG vs non-FMCG can’t
    explain everything

    100

     90

     80                                     ...
On channel level also…


A catalogue of my products : 29%            Addressed free trial/discount: 18%

       Furniture ...
…and per target

DM especially selective on 15-34 for Digital TV…
                     15+
             South 150        1...
Focus on addressed mail
                                                  A profile rather similar to population…
        ...
Methodology




                     General DM results




Product-specific analysis
Channel importance within a sector
                       High category affinity

                                     % o...
Example : 3 sectors with high score for DM

    100

     90

     80                                 GSM Operator:
      ...
GSM Operator
               High category affinity
                            250

                                    Br...
Chain of clothes stores
                   High category affinity
                                      250




          ...
Bank Account
                           High category affinity
                                  250




                 ...
Top 15 actions for GSM operator…
                                                    GSM Operators (%)

                  ...
…are of a different kind than for a
chain of clothes stores…
                                                       Chain ...
…or a bank account
                                                     Bank Account (%)
                                 ...
General conclusions
 Focused on DM
In general DM channels as a category is the 2nd most chosen
by consumers after ATL mass media
Within DM, the success of th...
Thank you for your attention
Discovery 7 Choice
Discovery 7 Choice
Upcoming SlideShare
Loading in …5
×

Discovery 7 Choice

471 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Discovery 7 Choice

  1. 1. The importance of an integrated media mix Choice: a “consumer centric” research into the impact of communication channels Remi Boel – Marketing Intelligence Director - OMG Brussels, 30 September 2009
  2. 2. But unresolved measurement and accountability
  3. 3. How to make the difference ?
  4. 4. That’s why we launched Consumer-centric Holistic Integrated Channel Evaluation
  5. 5. Making the truth emerge Relative weight of communication channels Single source  different product categories  different types of communication channels Avoiding “influenced by …” Consumer in the driver’s seat Making the truth emerge
  6. 6. Methodology General DM results Product-specific analysis
  7. 7. Methodology and Fieldwork
  8. 8. The big idea Look for perceived effectiveness of communication channels  Touchpoint approach on several sectors  Evaluation through the eyes of the consumer  Communication reality  Media and influencers  Specific by category Develop a database and software capable to measure and analyze touchpoint effectiveness in a holistic way Based upon a single-source survey
  9. 9. Methodology and field Universe:  Total population 15+  National 12 500 interviews in total  2 X 500 pilot interviews  23 waves of 500 interviewees Field between March and December 2007 Face-to-face interviews by IPSOS  CAPI  At home Per interviewee:  3 categories Per category:  500 interviewees
  10. 10. The 4 S of the questionnaire Standardized Secured (pilot) Sense  Projective techniques Simplicity  Short  Visual help  Participative
  11. 11. Questionnaire in three parts Media effectiveness: « Imagine that tomorrow you get appointed as the BOSS of company XXX, what would you do? » Frequency of consumption / use Buying typology
  12. 12. The survey resulted into … The analysis of 3 550 variables  71 categories (FMCG, services, durables, leisure, … )  50 different communication channels  Adapted to relevance within each category  Out of a code book of in total 145  Most suitable channel selection per category  Above-the-line, below-the-line, opinion leaders, gate keepers, buzz, interactive, … Consolidated data  Standardized database  Enabling transversal analysis (common media)  In an OMD software (targeting) A unique, single-source touchpoint benchmark survey and tool  With possibilities to extend
  13. 13. Methodology General DM results Product specific analysis
  14. 14. Identifying DM in Choice Classic DM Promo DM Addressed free trial/discount via post Addressed ad via post Ad on cash receipts Ad on bank statements Product in supermarkt/ store folders Ad on clients bills Privileges for loyal clients Product catalogue Student-, mother-, senior packs Consumer magazine Privileges for loyal clients Ad on restaurants tickets 17 DM items in the codebook Digital DM Digital Promo DM Free trial/discount via E-mail SMS Ad Communities of users enjoying Ad via E-mail privileges
  15. 15. Beyond DM, 128 other channels… TV Ad, Radio Ad, Magazine Ad, Internet Ad, flyers in the street, discount/free trial in Mass Media mailboxes, in the press, …Ad in the phonebook,… Specialist recommendation (GP, dentists, banker,…), press article, manufacturer Advice recommendation, brand ambassador,… Ad on/in packaging, posters/displays in store, discount/free trial in store, special POS shops/showrooms,.. Events in public places like cafés, bars, fast-foods, campus,… sponsoring of sport Events or cultural events, stands/posters at trade fairs,… Advertorials, column of websites/newspaper/magazine in the color of my brand, Sponsoring games with a media, POS on GPS maps, jingle before/after a TV/radio program,.. Mobile, posters/folders in public places (carwash, restaurants, companies), fridge in Ambient bars, placemats,… Branded content Brand website, mini-TV programs, SEM, branded gadgets, brand video-clips, …
  16. 16. DM, the 2nd most chosen category % of population 15+ chosen at least one action of the category Mass 91 DM 46 Event 42 POS 42 average Spons 35 South 120 100 Men North 80 Women Ambiant 32 60 Inactive 40 15-34 Y Branded Contents 23 20 0 Advice 22 Active 35-54 Y No PRP 55+ PRP SG 1-4 SG 5-8
  17. 17. For DM also, Belgians love promo 33 26 average South 120 Men 100 DM Promo DM Non-Promo North 80 Women 60 40 Inactive 20 15-34 Y 0 Active 35-54 Y No PRP 55+ PRP SG 1-4 SG 5-8 DM Promo DM Non-Promo DM
  18. 18. Digital DM, a promising start 40 15 average DM Digital DM Non-Digital 140 South 120 Men North 100 Women 80 60 Inactive 40 15-34 Y 20 0 Active 35-54 Y No PRP 55+ PRP SG 1-4 SG 5-8
  19. 19. Most chosen DM activities % A catalogue of my products 29 Ad on client bills 22 Product in stores folders 18 Free sample/discount via addressed mail 14 Free trial/discount via addressed mail 14 Magazines on my brand/products 12 Ad on bank statements 10 Special advantages for loyal clients (newsletters, 10 discounts, invitations,…) Ad via addressed mail 9 Free trial/discount via e-mail 9 Ad via e-mail 8 Product in POS folders 8 Ad on shop tickets 8 Student-, senior-, mother packs 8 Ad on retaurant tickets 7 Ad by SMS 4 Creating a community of users who benefit from 3 special advantages
  20. 20. The relativity of an average score… 100 90 80 GSM Operator: 69% 70 60 Avg DM 46% % 50 40 Probiotics: 30 46% 20 10 Analgesics: 15% 0 23 sectors 25 sectors 23 sectors
  21. 21. …and a split FMCG vs non-FMCG can’t explain everything 100 90 80 Margarines for cooking 61% 70 Addressed mail 60 with discount/free trial : 32% % 50 Product in store folder : 27% 40 30 20 10 11 FMCG sectors 14 FMCG sectors 11 FMCG sectors 0 Non-FMCG FMCG
  22. 22. On channel level also… A catalogue of my products : 29% Addressed free trial/discount: 18% Furniture store: 38% Cooking margarine: 32% Kitchen Appliances: 38% Salty Snacks: 32% Washing Machine/Tumble dryers: 35% Fruit Juice: 29% Product in store folders: 18% E-mail with free trial/discount: 9% Cooking margarine: 27% Internet provider: 23% Shower Gel: 25% GSM Operator: 19% Pet Food : 25%
  23. 23. …and per target DM especially selective on 15-34 for Digital TV… 15+ South 150 15-34 North 100 35-54 50 Inactive 55+ 0 Active SG 1-4 …and on the North for Salty Snacks, Not PRP SG 5-8 Juice & Soft Drinks PRP Men 15+ South 150 15-34 Women North 100 35-54 average TV Digitale 50 average Inactive 55+ Salty Snacks 0 Fruit Juice Active SG 1-4 Soft drinks Not PRP SG 5-8 PRP Men Women
  24. 24. Focus on addressed mail A profile rather similar to population… 15+ 150 South Men 100 DM Average score : North Women 9% for an addressed ad 50 Inactive 15-34 Ad via addressed 14% for an addressed mail 0 discount/sample/free trial Active 35-54 Free trial/sample/discount Not PRP 55+ via addressed mail PRP SG 1-4 SG 5-8 Ad via addressed mail particularly for: Addressed trial/sample/discount for: • Cooking Margarine: 32% • Credit : 26% • Salty Snacks: 32% • Bank Account: 24% • Fruit Juice: 29% • Insurance : 22% • Soft Drinks: 28% • GSM Operator : 22% • GSM Operator : 28% • Internet provider: 21% • Internet provider: 25% Cars : 20%
  25. 25. Methodology General DM results Product-specific analysis
  26. 26. Channel importance within a sector High category affinity % of persons who choose the channel in the studied category compared to average database Niche Popular % of persons who choose the channel Low category affinity
  27. 27. Example : 3 sectors with high score for DM 100 90 80 GSM Operator: 69% 70 Bank Account 60 54% % 50 40 Chain of clothes stores: 60% 30 20 10 0
  28. 28. GSM Operator High category affinity 250 Branded Content 200 46 Ambient DM Events 51 150 53 69 Advice 61 Mass Spons 54 26 POS Niche 100 95 Popular 0 20 40 60 80 100 50 0 Low category affinity GSM operator -15+
  29. 29. Chain of clothes stores High category affinity 250 200 46 Branded Content Ambient 51 150 53 69 Advice 61 31 Mass 28 42 54 60 44 26 DM Spons 96 100 95 Niche Events Popular 0 20 40 60 80 100 34 POS 26 50 0 Low category affinity GSM operator -15+ Chain of clothes stores - 15+
  30. 30. Bank Account High category affinity 250 200 46 Advice 37 51 150 53 69 61 Branded Content 31 28 42 54 60 Mass 28 44 26 54 39 46 96 95 Popular Niche 100 Spons DM 88 0 Ambient 20 28 40 60 80 100 34 Events 33 26 POS 50 Low category affinity 0 GSM operator -15+ Chain of clothes stores - 15+ Bank Account - 15+
  31. 31. Top 15 actions for GSM operator… GSM Operators (%) TV ad 48 Radio ad 44 Ad in newspaper 37 Outdoor ad 31 Ad in regional free sheets 31 Bus shelters 31 Free trial/discount in mailbox 30 Ad in magazines 29 Posters in stations/metro 28 A website for my brand 28 Free trial/discount via addressed mail 28 Free trial/discount in magazines/newspapers 27 Free trial/discount on the points of sales 25 Free trial/discount when buying another product 24 Affiches/displays at the POS 24
  32. 32. …are of a different kind than for a chain of clothes stores… Chain of Clothes stores (%) TV ad 65 Ad in magazines 52 Outdoor ad 42 Ad in newspaper 39 Ad in regional free sheets 37 Non-addressed mail 35 Radio ad 35 A catalogue of my products 34 Cinema ad 33 Posters in stations/metro 30 Bus shelters 26 A famous person who uses my products 25 Special advantages for loyal clients (newsletters, 25 discounts, invitations,…) Affiches/displays at the airport 24 A website for my brand 22
  33. 33. …or a bank account Bank Account (%) TV ad 61 Ad in magazines 38 Banker Recommendation 36 Radio ad 35 Ad in newspaper 32 Posters, displays in agencies 29 Outdoor ad 24 Ad via addressed mail 24 Ad on bank statements 22 Special advantages for loyal clients (newsletters, 21 discounts, invitations,…) Sponsoring of concert, show, sport even. 20 Ad in regional free sheets 20 Stands, posters,…at trade fairs 19 Non-addressed mail 18 A website for my brand 18
  34. 34. General conclusions Focused on DM
  35. 35. In general DM channels as a category is the 2nd most chosen by consumers after ATL mass media Within DM, the success of the specific actions differs by sector of business Behind the average impact of DM, a variety of performances by sector is hidden For some FMCG categories the perceived impact of DM is considered to be very high The true benchmark for DM against other communication channels lies within an in-depth analysis by sector of activity
  36. 36. Thank you for your attention

×