Advertising effectiveness - Multi touch points 2016 09 29 Febelmar event @Vlerick Leuven The impact of mobile and TV advertisement by Bert Hendrickx GfK

1. 1© GfK Belgium | March 2016
The impact of mobile and TV
advertisement
Bert Hendrickx | @bhendrickx88
Febelmar, September 2016

2. 2© GfK Belgium | March 2016
Information
gatekeeper
disruption
29%
Facebook to
discover new
content
The Belgians on Facebook – Facebook IQ

3. 3© GfK Belgium | March 2016
Belgian online users
are multi-device users
(to access the internet)
Mobile only
22%
PC and mobile
59%
PC only
19%
The Belgians on Facebook – Facebook IQ

4. 4© GfK Belgium | March 2016
3 hours of
traditional TV
consumption
per day
CIM 2016

5. 5© GfK Belgium | March 2016
137
129
126
140
23
40
35
100
91
82
152
213
114
162
120
total
(minutes)
Using multiple
screens lineally
increases the
time spent
consuming
contentCrossmedia measurement – GfK Germany – August 2015

6. 6© GfK Belgium | March 2016
Engaging
format

7. 7© GfK Belgium | March 2016
Engaged
audience

8. 8© GfK Belgium | March 2016
Dual screening:
People use Facebook
while watching TV
TV content
does not
require full
attention
46%
When the ads
are on
41%
The Belgians on Facebook – Facebook IQ

9. 9© GfK Belgium | March 2016
Desktop / laptop
TV, radio, print
Smartphone, tablet
Sales
Cross-media,
people-based
measurement

10. 10© GfK Belgium | March 2016
Consumers
toggle
devices
GfK &
Facebook
Data-Link
Measuring
clicks
Measuring
cookies

11. 11© GfK Belgium | March 2016
Finding the FBID in GfK’s HTML traces

12. 12© GfK Belgium | March 2016
... with GfK cross-media and sales data
Connecting Facebook ad data
Trusted Third Party
FB sends hashed,
anonymized data on
ad impressions
GFK receives only
data for its panelists
GFK sends hashed FBIDs
of its panelists to TTP

13. 14© GfK Belgium | March 2016
(Incremental) reach
Short & long term
ROI
Channel uplift3
1
2
Uplift per contact4
Cross-media,
people-based
analysis

14. 16© GfK Belgium | March 2016
TV
Facebook
Facebook
mobile

15. 17© GfK Belgium | March 2016
Facebook
sells FMCG
in a
comparable
way to TV
1.12 1.26
Uplift factor: increased likelihood of purchase after controlling for
promotion, loyalty and demographics

16. 18© GfK Belgium | March 2016
Uplift
factor of
exclusive
reach
1,03
1,94
Uplift factor: increased likelihood of purchase after controlling for
promotion, loyalty and demographics

17. 19© GfK Belgium | March 2016
Both media benefit from
being launched first
Start with
Facebook
+9%
Start with
TV
+2%
Difference between the uplifts driven by each medium among those first
exposed to a campaign on that medium versus those exposed first on the
other medium (GfK Crossmedia Link Germany, 2015)

18. 20© GfK Belgium | March 2016
Mobile
impact is
higher than
Facebook
average
Uplift factor: increased likelihood of purchase after controlling for
promotion, loyalty and demographics
1
1,1
1,2
1,3
1,4
1,5
1,6
1,7
1 2 3 4 5 6+
Facebook
Mobile
Facebook
TV
1,21
1,46
1,70

19. 21© GfK Belgium | March 2016
Key take aways
Bert Hendrickx
Digital Market Intelligence
GfK Belgium | @GfK
bert.hendrickx@gfk.com
@bhendrickx88
TV is an engaging format, but your
audience might not be
People based measurement and data
integration improve media analysis
Include mobile to increase campaign
reach and impact
1
2
3

20. 22© GfK Belgium | March 2016
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