1.
EMOTIONAL CONNECTIONS
ATTRACT DIGITAL MARKETERS’
BRANDING DOLLARS
Source: 2014 Millward Brown Digital

2.
• Introduction
• Methodology
• Key Findings & Insights
– Current Digital Advertising Trends
– Digital Marketers’ Concerns About Programmatic
Ad Buying & Solutions That Address Their Concerns
– Digital Marketers Want to Make Emotional
Connections
• Demographics
Table of Contents
Source: 2014 Millward Brown Digital

3.
• According to a 2014 Millward Brown Digital study,
current digital advertising spending trends show that
digital marketers fairly evenly allocate budget across
ad formats
• However, the majority of digital marketers say that
digital advertising hasn’t lived up to its promise and feel
that branding ads bought via programmatic methods
raise concerns
• They are searching for the best way to connect with
consumers on an emotional level to bridge the delta
between the branding promise of digital and real-world
success
Millward Brown Digital Survey: Key Findings
Source: 2014 Millward Brown Digital

4.
• In April 2014, Millward Brown Digital surveyed
a collective 300 digital marketing decision
makers over the age of 25 who work at a
Fortune 5000 company or advertising agency
in the U.S.
Millward Brown Digital Survey: Methodology
Source: 2014 Millward Brown Digital

5.
Current Digital Advertising Trends

6.
Digital marketers’
annual budgets for all
digital ad spending.
Current Digital Advertising Trends
Under $1M
Total; 12%
$1-$10M Total;
24%
$10-$50M
Total; 23%
$50-$100M
Total; 19%
$100-$500M
Total; 17%
$500M+
Total;
5%
Total Digital Ad Budgets
Question: What is your annual marketing budget across all DIGITAL marketing channels?
Source: 2014 Millward Brown Digital

7.
Digital marketers
identify the digital ad
formats they utilize.
37% run emotionally
targeted in-game
branding ads.
This includes when a
player gets a new high
score or needs help.
Current Digital Advertising Trends
Question: What types of digital advertising campaigns has your company conducted?
37%
39%
43%
48%
51%
52%
55%
61%
68%
73%
77%
Emotionally targeted In-game branding ads
Ads bought directly from a publisher
In-game ads
SMS/MMS text ads
Paid search marketing (SEM)
Ads bought through programmatic methods
In-app mobile aps
Mobile website ads
Native advertising
Email marketing
Social media ads
Ad Formats Digital Marketers Utilize
Source: 2014 Millward Brown Digital

8.
How much digital marketers will increase their
digital branding ad budgets in the next year:
• 2% won’t increase it
• 2% don’t know if they will increase it
• 18% will increase it by less than 10%
• 34% will increase it by 11-20%
• 18% will increase it by 21-30%
• 11% will increase it by 31-40%
• 7% will increase it by 41-50%
• 7% will increase it more than 51%
Current Digital Advertising Trends
Question: How much, if at all, will your digital BRANDING budget increase in the next year?
Source: 2014 Millward Brown Digital

9.
Digital marketers’
identify key digital
branding objectives.
48% want to make an
emotional connection
with consumers.
Current Digital Advertising Trends
Question: What are your digital advertising BRANDING objectives?
28%
36%
47%
48%
48%
49%
54%
57%
62%
Drive completed video views
Driving trials of a new product or service
Drive engagement
Add value for your customers
Make an emotional connection with
consumers
Drive advertising awareness
Promote your website, unique landing
page or mobile/tablet app
Increase purchase intent
Promote your products or services
Key Branding Objectives
Source: 2014 Millward Brown Digital

10.
50% say they
somewhat/strongly
agree with this
statement:
“Digital held promise for
brand marketers, but for
all its promise, it has
never delivered as a
branding vehicle.”
Current Digital Advertising Trends
Question: Please indicate how strongly you agree or disagree with the following statement: "Digital
held promise for brand marketers, but for all its promise, it has never delivered as a branding vehicle”
Strongly
disagree;
6%
Somewhat
disagree;
22%
Neither
agree nor
disagree;
21%
Somewhat
agree; 31%
Strongly
agree; 19%
Has Digital Delivered for Marketers?
Source: 2014 Millward Brown Digital

11.
Digital marketers
identify the most
effective digital ad
formats that meet their
branding objectives.
Question: From the following list, which do you think are the most effective forms of digital
advertising that meet your digital branding objectives?
11%
12%
14%
18%
20%
20%
23%
23%
36%
46%
51%
Ads bought directly from a publisher
SMS/MMS text ads
In-game ads
Ads bought through programmatic methods
In-app mobile aps
Emotionally targeted In-game branding ads
Mobile website ads
Paid search marketing (SEM)
Email marketing
Native advertising
Social media ads
Most Effective Digital Ad Formats
Source: 2014 Millward Brown Digital
Current Digital Advertising Trends

12.
Digital Marketers’ Concerns About Programmatic
Ad Buying
& Solutions That Address Their Concerns

13.
30% think that ads
bought through
programmatic methods
negate customer
experiences, brand
loyalty or branding
objectives.
Question: What are your greatest challenges when developing and deploying digital advertising campaigns
bought through ad exchanges or agency trading desks—also known as programmatic ad buying?
4%
21%
23%
28%
30%
31%
32%
33%
36%
40%
None, we have no challenges with our digital advertising efforts
Lack of budget
They don't work for engagement, branding, or developing an emotional
connection with people
Declining response rates (e.g. campaign performance)
Programmatic ad buying produces negative customer experiences that
damage brand loyalty or negate our branding objectives in other ways
Digital advertising on online, social media and mobile devices is
annoying to consumers
Consumers don't look at the ads on websites, mobile devices and etc.
Analyzing digital advertising campaign results
Getting ROI from our mobile advertising/marketing programs
Knowing where to begin to optimize and improve our advertisements
Greatest Challenges
Source: 2014 Millward Brown Digital
Digital Marketers’ Concerns About Programmatic Ad Buying

14.
37% identify “banner
blindness” as a concern
when buying branding
ads bought through
programmatic methods
(e.g. ad
exchanges/agency
trading desks).
Digital Marketers’ Concerns About Programmatic Ad Buying
Question: What are your greatest challenges when developing and deploying digital advertising
campaigns bought through ad exchanges or agency trading desks—also known as programmatic
ad buying?
*Banner blindness = When visitors to a website, mobile website or mobile app consciously or
subconsciously ignore banner-like or advertising information
2%
8%
10%
13%
15%
15%
37%
None of these
Ad collision (multiple ads on same page)
Click fraud
Fraudulent traffic
Quality of inventory
Viewability
Banner blindness*
Concerns with Exchanges/Trading Desks
Source: 2014 Millward Brown Digital

15.
81% say that
emotional targeting can
help address “banner
blindness.”
A Solution Addressing Digital Marketers’ Concerns About
Programmatic Ad Buying
Question: If banner blindness concerns you, do you think targeting users based on their emotions,
also known as emotional targeting, can help you address this issue?
No;
7%
I don't
know; 12%
Yes; 81%
Banner Blindness
Source: 2014 Millward Brown Digital

16.
Digital Marketers Want to Make
Emotional Connections

17.
88% say that making
emotional connections
would encourage them
to spend more on digital
branding ad formats.
Digital Marketers Want to Make Emotional Connections
Question: Would digital mediums that make emotional connections with consumers provoke you to
spend more money on digital advertising campaigns for your brand or your client’s brand?
5%
6%
88%
No
I don't know
Yes
Will Digital Marketers Spend More to Make
Emotional Connections?
Source: 2014 Millward Brown Digital

18.
Digital marketers want
to make emotional
connections through
digital ads to build
brand recognition,
loyalty and trust.
Digital Marketers Want to Make Emotional Connections
Question: Why do you think marketers would want to make emotional connections with people
through digital advertising?
1%
51%
51%
61%
70%
71%
Other ("To show customer appreciation,"
"Emotion sells")
To encourage a two-way dialogue
between the brand and people
To add value for people through digital
advertising
To drive purchase decisions
To build brand trust and loyalty
To build brand recognition
Why Marketers Want to Make Emotional
Connections
Source: 2014 Millward Brown Digital

19.
18% of digital
marketers allocate 21-
40% of their budget to
emotionally targeted in-
game branding ads.
Digital Marketers Want to Make Emotional Connections
Question: Given your above statement about digital marketing budget across all channels, please
to the best of your ability describe how the budget is allocated across the following different
digital marketing tactics?
0% of Budget;
33%
1% to 20% of
Budget; 31%
21% to 40% of
Budget; 18%
41% to 60% of
Budget; 7%
61% to 80% of
Budget; 6%
81% to 100% of
Budget; 5%
% of Budget Digital Marketers Allocate Towards
Emotionally Targeted In-Game Branding Ads
Source: 2014 Millward Brown Digital

20.
49% of digital
marketing budgets map
to branding objectives,
including dollars spent
on in-game ads utilizing
emotional targeting.
Digital Marketers Want to Make Emotional Connections
Question: How does emotionally targeted in-game branding ads typically map to your
objectives? Defines this ad format as in-game ads that allow brands to target game players based
on unique emotional moments.
Branding;
49%Direct
Response;
44%
Other; 8%
How Digital Marketers Map Objectives to
Emotionally Targeted In-Game Branding Ads
Source: 2014 Millward Brown Digital

21.
Appendix: Demographic Information

22.
Appendix: Demographic Information
Question: Please enter your age.
Age Composition
A 25-34 43%
A 35-44 36%
A 45-54 15%
A 55-64 6%
A 65+ 1%
Gender Composition
Male 59%
Female 41%
Question: What is your gender?
Source: 2014 Millward Brown Digital

23.
Appendix: Demographic Information
Question: Which of the following best describes your job title?
Job Title Composition
CMO at a Fortune 5000 company 16%
EVP/SVP of Marketing at a Fortune 5000
company
5%
VP/Assistant VP of Marketing at a Fortune
5000 company
18%
Director/Department Head of Marketing at a
Fortune 5000 company
29%
Marketing Manager of Marketing at a Fortune
5000 company
15%
Media Planner at an advertising agency 5%
Media Supervisor at an advertising agency 6%
Associate Media Director at an advertising
agency
0%
Media Director at an advertising agency 2%
Media Buyer at an advertising agency 1%
Media Strategist at an advertising agency 2%
Other N/A
None of these N/A
Industry Composition
Advertising 4%
Automotive 2%
Consumer Electronics 8%
CPG 2%
Entertainment 5%
Finance/Banking 10%
Food and Drink 3%
Marketing 8%
Personal Care/Luxury Goods 3%
Pharmaceuticals 3%
Retail 11%
Services 12%
Telecom/Technology 13%
Travel, Hospitality and Tourism 3%
Other* 4%
None of these 4%
N/A - I do not work in marketing for a
Fortune 5000 company
6%
Question: If you work in marketing for a Fortune 500 company, which of
the following best describes the industry in which you work?
Source: 2014 Millward Brown Digital

24.
Thank You!