Changing Channels with Confidence - Nigeria 2013

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Changing Channels with Confidence - Nigeria 2013

  1. 1. Changing Channels with Confidence: A Structure for Innovation LAGOS - July 2013
  2. 2. 2
  3. 3. Direct Mail -45.4% Cinema 0.0% Internet 21.9% Out of Home 3.5% Print -12.8% Radio 4.9% Television 3.0% Mediaconsumptionischanging Extracted from Adex: Adspend in YTD June 2012 vs previous 12 months.
  4. 4. 4 A 70|20|10 framework can help drive innovation Approach to Innovation Approach to Innovation 2005 Budget Allocation Budget Allocation 2011 Learning Development Learning Development 1980’s
  5. 5. We believe 70|20|10 aids great channel planning 5
  6. 6. 6 Reliable impact and ROI Campaign delivers strongly against plan Some impact and ROI New innovations work well, some pleasant surprises Practical learning and pointers for the future Campaign functions; occasional runaway success 70 20 10 How can we summarise our objectives? What must media deliver? What does success look like? Large optimization gains have a significant impact within channel Success of media; optimize within channel Winners and losers identified (failure part of future success) Future channel potential and initial optimization tips Incremental optimizations make a big overall difference What does success look like? Opportunities for optimization across the media mix Research must identify
  7. 7. 70|20|10 mentality driving innovation 7 70 20 10 TV Outdoor Radio Print Cinema Classifieds Activations Out of Home (Rank TV, Taxi TV) Online search & display 2005 TV Outdoor Radio Print Cinema Activations Out of Home (Rank TV, Taxi TV) Online search & display Social Media Online Video Gaming 2009 TV Outdoor Radio Print Cinema Activations Out of Home (Rank TV, Taxi TV) Online search & display Social Media Online Video Gaming Mobile AR, LBM 2013
  8. 8. 70 – the comfort zone 8
  9. 9. 9 It’s all about optimisation...
  10. 10. 65 43 13 11 9 4 TV TaxiTV Print Outdoor Radio Taxi Rank TTV resonates in a similar way as TV does! SA financial campaign10 In the example below, 2/3rd’s of the sample said they had seen the ads on TV when it was only flighted on TTV! Where have you seen the campaign for brand XXX?
  11. 11. 11 How can I get more frequency for my money? How can I get more frequency for my money? Click on TV to view more
  12. 12. Knowing how much is enough… 12
  13. 13. 13 What is the effective frequency of my ad? What is the effective frequency of my ad? Click on TV to view more
  14. 14. What is my campaign's optimum frequency range? Different campaign objectives may require different media support levels! 0% 20% 40% 60% 80% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 %maximumimpact Frequency TV (75) Bus (75) Online(95) 2-42-4 8-108-10 10-1210-12 Achieved Frequency: TV 6.6 Online 14.7 OOH 25 AWARENESS
  15. 15. 15 Getting the Effectiveness – Efficiency Mix right
  16. 16. Big impact usually costs a lot of money... 16 Press Online OOH TV ... but sometimes a little money can work a lot harder Overall Media Contribution 1.1 0.4 0.8 0.6 Contribution Per $Xm 0.5 0.4 0.6 1.9 3.4% Consideration
  17. 17. 17 How to combine scale and engagement? Click on TV to view more
  18. 18. 20 – calculated innovation 18
  19. 19. Innovative within channels 19
  20. 20. 20 Don’t interrupt the thing I am interested in... BE THE THING I AM INTERESTED IN!
  21. 21. 21 Often it’s the unexpected that works! Click on TV to view more
  22. 22. 22 Integration – innovate across channels
  23. 23. 23 Making campaign touch points seamlessly support each other Click on TV to view more
  24. 24. Media contribution to campaign uplifts 24 Synergies are accounting for 61% of media uplifts. TV has a synergistic effect on driving uplifts along with other media. 13% 19% 7% 34% 27% Outdoor TV & Radio TV & Outdoor Radio Print
  25. 25. 25 In order to be successful, brands need to create media agnostic ideas that are social at their core.
  26. 26. 10 – into the unknown 26
  27. 27. 27
  28. 28. 28 Your efforts in this zone are likely to be relatively resource intensive. Even if media costs are low.
  29. 29. 29 Bold often pays off! Click on TV to view more
  30. 30. Millward Brown – here to help 30 CrossMedia AdIndex FanIndex AdIndex for mobile
  31. 31. 31 Success!
  32. 32. For more information contact: 32 Andrzej Suski, Head of Media Solutions Africa & Middle East e: andrzej.suski@millwardbrown.com t: +27 21 442 3680

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