Make The Most Of Your Digital Spend

1
make the
MOSTof your
DIGITAL
MARKETING
spend
MEDIA & DIGITAL
Monique.Leech@MillwardBrown.com
+11 202 7000
Twitter: @MoniqueLeech
#MBSADigital

2
We have heard some
interesting conversations
around digital…. some of
them are along these lines…

4
Does your digital plan
resemble a“lets do everything”
strategy? Or is it more
focused?

5
Todays objective is to ensure
that you walk away with
learning's to inform proper
digital strategy!

6
Why are so many marketers
uncomfortable with digital?

Once upon a time (15 years ago)… we had all of these
7

The good old days: when did you finish high
school?
10
• AFTER 2000?
• BEFORE 2000? IF SO:

11
We forget that digital is
basically a teenager! And like a
teen – changes constantly!

12
Most marketers didn’t grow
up in a“digitized”area. People
tend to shy away from things
they are not comfortable with.

13
BUT – you need to adapt and
get comfortable in the digital
space.

14
Why? Should you be paying
any attention to digital
marketing? It is, after all,
still such a small piece of the
advertising pie….

Total advertising spend is forecasted to be USD4Bill at the
end of 2013
15
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2006 2007 2008 2009 2010 2011 2012 2013 (F)
Total Advertising Spend South Africa USD Billions
Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013

And yes, the forecast for Digital Spend for 2013, remains a
small piece of the pie (2%)
16
Total Advertising Spend South Africa 2013 USD Millions
TV
Radio
Newspapers
Magazines
Cinema
Outdoor
Internet

But look at this picture in another way and we can see that
digital spend has increased almost 10x since 2006
17
Total Internet Spend South Africa 2006 vs 2013 USD Millions
2006 = 17 Million
2013 = 111 Million

But what we tend to forget, is that most of this
reported spend is based on online display…
18

Current spend metrics do not include a massive potion of
digital channels….
19 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
SMS or MMS or Mobile in APP ads, Mobile Gaming,
AR Campaigns

The industry is however working on a solution…
20

Doesn’t matter though…… because
Digital is measurable….(right?)
There are a LOT of 1’s and 0’s and therefor tons of data!
CTR, CPC, CPL, CPA
21

64%
The proportion of advertising and agency executives that
use CTR to evaluate performance?
22 http://www.collective.com/sites/default/files/Collective-2010-Display-Study.pdf

The average click-through rate reported by DoubleClick for
South Africa in 2013 is 0.22%
23
Yes, folks – this tiny green dot is CTR
http://www.richmediagallery.com/resources/benchmarks/?utm_source=Think+Insights&utm_medium=website&utm_camp
aign=Launch

What about the
other 99.78% who
didn’t click?
Campaigns are
more than click
through rates.
Just because I don’t click –
doesn’t mean I haven't seen your
ad.... Or thought about it, or
processed the message.
24

We know an ad campaign can
have many effects….
Brand awareness, brand consideration, positioning (to
mention a few). And what about digital compared to
offline channels?
25

26
Shouldn’t we
be thinking
of a better
way to
measure?

Current metrics don’t allow for direct ROI comparison of
media channels:
27
TV/ Radio/ Print/ Outdoor
Reach
Frequency
GRPs
Brand Impact
Digital:
Impressions
CTR
CPM
CPC/CPL/CPA

Our CrossMedia solution compares all channels to deliver
a common currency
28
Reach
Frequency
GRPs
Brand Impact
TV
Reach
Frequency
GRPs
Brand Impact
Online Press Radio
Reach
Frequency
GRPs
Brand Impact
Reach
Frequency
GRPs
Brand Impact
Using this extensive database , we will be sharing some insights in
terms of how digital DIRECTLY stacks up to other media channels

Digital as
part of the
media mix
Some learning's from our
cross media database

TV remains the biggest reach channel across our region.
30
Channel Reach
Based on 78 XM studies
71
36 36 34 32 30 29
24
18

Case Study 1
*Average contribution across awareness, consideration and brand image
Case Study 2
TV
Case Study 3
TV
TV
TV
Contribution to brand performance – Cases
And while TV is still a key driver in most campaigns…
Case Study 4 TV
31

TV
TV
TV
Other channels also make significant contributions, despite
the high TV weights already in place
TV
TV
Online Outdoor
Magazines
Newspapers
Radio
Contribution to campaign effect – Cases
32
Case Study 1
Case Study 2
Case Study 3
Case Study 4

Synergistic effects are a key factor in these Cases
Multi-media synergy
Contribution to campaign effect
TV
Online Outdoor
Magazines
Newspapers
Radio
33
TV
TV
TV
TV
Case Study 1
Case Study 2
Case Study 3
Case Study 4

Solus Media
Effect, 62
Synergy, 38
And we see this across AMAP too – 1/3 campaign
performance from synergies
34
OOH
Share of campaign effects on brand image – all
studies, AMAP
Based on 78 XM studies

0%
2%
4%
6%
8%
10%
12%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
ContributionperReach
CrossMedia Reach
POS
TV
Newspapers
Magazine
Online
Outdoor
Cinema
Radio
Online consistently delivers the best cost per person reached
in driving brand engagement
Range of Impact on Brand engagement
Based on 78 XM studies35

0%
2%
4%
6%
8%
10%
12%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
ContributionperReach
CrossMedia Reach
POS
TV
Newspapers
Magazine
Online
Outdoor
Cinema
Radio
Online is also seen as a strong performer in driving actual
brand consideration and purchase intent.
Range of Impact on consideration /purchase intent
Based on 78 XM studies36

37
Social
Media
Learning's from our
FanIndex ™and Verve™
database

39
But things have changed….
And social is becoming more
important. WHY?

Most consumers start with search, but 1 in 5 look
for your brand in a social space!
Source: Custom research study with GroupM Search and comScore: “The Virtuous Circle: The Role of Search and Social Media In
The Purchase Pathway,” February.
50
24
18
Search Engines
Company Sites
Social Media
The path to purchase starts here…
40

As poor a measure of effectiveness as CTR might be, adding
social media to paid media still doubles click through rates
Click-Through Rate On Brand Website
DOUBLE
CTR
Influenced Social
+ Paid
AVERAGE
CTR
Paid Only
Source: Custom research study with GroupM Search, comScore and M80: “The Influenced: Social Media, Search and the
Interplay of Consideration and Consumption,” .
41

Social media is not what you might think….. It is more
than Facebook and Twitter!
42

43
Why don’t I
have any
friends or
followers?
Biggest mistakes
brands make in
social media

Things brands (who have failed) wish they had done:
44
Set clear goals

Getting it right on Facebook, matters. Engaged
Facebook fans spend 3-4X more on your brand!
46
FANS NON-FANS
Source: BRANDZ 2012 global database
13% 3%
46

Regular
posts
Expected
Trustworthy
brand news
Expected
New
product
info
Expected
Offers
Expected
Contests/
Giveaways
Expected
Interaction
Differentiator
Variety
Differentiator
Innovation
Differentiator
Community
Differentiator
Fun
Differentiator
Fan page must engage. Two-way dialogue.
47

How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
Source Fanindex Global Databse n = 21126 respondents globally,48
• NEW AND INNOVATIVE +25%
• LIKLIHOOD TO BUY BRAND IN
FUTURE +22%
• USEFUL INFO +20%
• BRAND RECOMMENDATION +19%
• FUN AND ENGAGING CONTENT +19%
• EASY TO USE AND NAVIGATE +16%
• WIDE VARIETY OF INFORMATION
+16%
Difference in % between South Africa norms & global Fanindex norm

Once a
week
60%
At least
once a
month
22%
Few times a
year
1%
First visit
17%
Source Fanindex Global Databse n = 21126 respondents globally, Question is based on claimed
frewuecy of visit
= 15% higher
than global
average

Read regularly
59%
Read occasionally
35%
Hardly ever read
4%
Never noticed
2%
Source Fanindex Global Databse n = 21126 respondents globally, Question based on type of
attention given to posts in newsfeeds
= 18% higher
than global
average

A great case study: Volkswagen Street Quest
Winner of 6 Bookmark Awards 2012 - http://www.youtube.com/watch?v=_zJ7ngSF8no51
Click box below to see video

Its all about being
relevant and quick

A great case study in relevance: Audi A3 Exchange
http://www.youtube.com/watch?v=uCsxsO6fo0053

A great case study in speed: Oreos
54 http://www.youtube.com/watch?v=79wEsmHrw8w

55
Mobile: the
HUGE
opportunity
Learning's from
Millward Brown
Adreaction Study

Mobile is THE entry point to digital marketing in South
Africa
MMA South Africa: Based on AMPS 2012AB56
There are more than twice
as many cellphones as there
are TV sets (31.8m vs 15.9m)
There are 4.6 times more
households with a cellphone
than a computer
SMS text messaging is used
by 3 times more people than
email
of internet accessed is via
mobile
2 x
4.6 x
3 x
86%

7 out of 10 consumers having been spurred into action
after seeing a mobile advert.
Adreaction 2012 mobile consumers across smart phones and feature phones57
Main action taking as a
result of seeing mobile ads:
30
34
36
Clicked on or
interacted with the
ad
Visited the brand’s
website
Searched for the
brand on the
Internet

We have completed 300+ mobile advertising studies
across a broad range of industry verticals.
Mobile
Search
Location
Augmented
Reality
Display &
Rich Media
Ads
SMS
APPS
Mobile
Video
More
commonly
researched
Emerging
Mobile Adindex Global database58

Mobile Works!
The average campaign has an impact on all 5 traditional brand metrics.
Percent Impacted: Delta (Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Ad Awareness
Message Association
+5.9
+19.9
+12.1
+3.9
+4.7
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471
respondents
Delta (∆)=Exposed-Control
59

Mobile Outpaces Online Ads
Average Brand Metric Deltas for Mobile and Online Campaigns
60
MOBILE ONLINEAided Brand
Awareness
Brand
Favorability
Purchase
Intent
+5.9
+19.9
+12.1
Ad
Awareness
Message
Association
+2.1
+4.2
+2.2
+3.9
+4.7
+1.4
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336
respondents; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta
(Δ)=Exposed-Control

61
Its not all
about
smart
phones….

Even the most basic SMS marketing works!
HOW MOBILE CAN IMPROVE ROI www.dynmark.com62
90% OF SMSes
ARE READ IN
THE FIRST 15
SECONDS

PLEASE CALL ME!
Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10,63
9 out of 10 South
Africans know what a
PCM is
1 in 2people have sent a PCM in the last
week… (80% LSM 5 but 46% in LSM 10)
20%
Only 20% of consumers claim to read the
WHOLE PCM message (not just the number of
the person who sent the message)
64% who read the advertising, claim to have responded!

Knorr in every stew
Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/64

Mobile Text Books
The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippines
http://www.youtube.com/watch?v=7bUGXqhrVrw&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh
65

66
Mobile
Best practices for
mobisites and APPS

Apps are easier to use and access, different to a
brands website and offer MORE than a website.
N=354 smartphone users only67
QUESTION: What are the biggest advantages of apps?
2
3
15
19
22
25
29
54
61I can access an app directly rather than having to
navigate through a browser
It is easier to visit an app on a regular basis than
a mobile website
I can do things with an app that can’t be done on
a website
Display of content from apps is better than from
a website
Apps don’t need an internet connection
Apps are better for gaming
Apps have better content than websites
None of the above
Other

Biggest disadvantages of apps include draining battery
power and connectivity
QUESTION: What are the biggest disadvantages of apps?
2
7
14
18
25
53
I don’t find apps to be useful
The process of finding and downloading apps is
just too confusing
Apps too often crash my mobile device
Apps always seem to want more information
than I’m willing to share
Apps take too long to load or navigate
Apps drain my mobile devices battery life
11% say there are
no disadvantages to
using aps
11% say there are
no disadvantages to
using aps

GOOD mobisites are fast becoming a necessity for
marketers!
38%
Of consumers say their opinion of a brand
will be lower if they do not have an
optimised mobi site
13%
Say their opinion of a brand will be lower if
the website content doesn't display
properly on their phone

Top 3 things that consumers want from a mobisite
64
70
70
It displays clearly on my mobile device
It is easy to find via mobile search
It loads quickly
QUESTION: Which of the following best describes a good mobile website?

ABSA Design Indaba
Winner of 2 2013 Loeries
http://www.youtube.com/watch?v=Ff0Z39LbvFs
71

Online Video
Learning's from Millward Brown ADINDEX™ database

We see that Video has a stronger impact on brand
metrics than other online formats
AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant
3.6
2.7
1.2
2.4
0.9
0.3
2.0
1.4
1.1
Aided Brand Awareness Brand Favorability Purchase Intent
Video Rich Media Std Flash
O N L I N E V I D E O O U T P E R F O R M S O T H E R O N L I N E A D F O R M AT S I N
B U I L D I N G A I D E D B R A N D AWA R E N E S S , G E N E R AT I N G B R A N D
FAV O U R A B I L I T Y A N D D R I V I N G P U R C H A S E I N T E N T
%differenceExposedvsControl

And online video impact only requires low frequency
2.7 2.7
1.3
1.9
1.0
-0.4
1.1 1.0 1.0
Aided Brand Awareness Brand Favorability Purchase Intent
Video Rich Media Flash
AD FORMAT – FREQUENCY OF 1-2

However, high frequencies for online video can be negative
75
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
1-3 4-9 10-14 15+
Standard Flash Video
M A N A G I N G F R E Q U E N C Y A C R O S S P U B L I S H E R S / N E T W O R K S I S C R I T I C A L
AVERAGE%IMPACTED–
PURCHASEINTENT
FREQUENCY

76
The importance of good
creative

The advertising challenge is consistent across online and
offline media
77
branded
engagement:
Will the ad connect with the
consumer in a branded fashion?
motivation:
Do the brand associations make it more
desirable at key decision moments?

Enjoyment and Stopping Power are key for Digital Impact
N O T E * : T H E S E R E L A T I O N S H I P S A R E D I C T A T E D L A R G E L Y B Y T H E F A C T T H A T T H E S E
M E T R I C S C O N T R I B U T E T O O U R A W A R E N E S S I N D E X / I M P A C T S U M M A R Y M E T R I C S
Impact diagnostics
Correlation with
Impact/AI
TV Print Digital
Branding* 0.64 0.81 0.90
Enjoyment* 0.50 N/A 0.79
Involvement* 0.44 0.58 0.38
Understanding 0.23 N/A 0.71
Stopping power* N/A 0.74 0.85
Different to other ads 0.40 0.70 N/A
IMPACT

New information drives persuasion strongly across all media.
Persuasion more likely to impact virality for digital ads.
Persuasion diagnostics
Correlation with
Persuasion
TV Print Digital
New information 0.70 0.72 0.62
Relevant 0.63 0.60 0.65
Believable 0.45 0.43 0.47
Brand really different 0.68 0.64 0.46
Brand Appeal 0.77 0.77 0.74
Tell other people 0.41 0.60 0.68
Saw online would send on 0.31 N/A 0.70
PERSUASION

For Digital, some measures regarded as Impact diagnostics
are also related to persuasion ….
Impact diagnostics
Correlation with
Persuasion
TV Print Digital
Branding 0.23 0.30 0.26
Enjoyment 0.29 N/A 0.60
Involvement -0.01 0.34 0.26
Understanding 0.33 N/A 0.37
Stopping power N/A 0.45 0.64
Different to other ads 0.05 0.29 N/A
PERSUASION

Whatmakesa
goodvideoad?
Videosthatareenjoyableand
entertaining
Creativesthatareintrinsicallylinked
tothebrand
Onlinevideocontentsynergisticwith
offlinemarketingefforts 81

Entertaining and viral! TNT
http://www.youtube.com/watch?v=316AzLYfAzw82

Re-purposeornot-
repurpose?
83

3.1
4.8
1.3 1.4
1.0
2.4
4.3
3.0
1.6 1.5
0
1
2
3
4
5
Aided Brand
Awareness
Online Ad Awareness Message Association Brand Favorability Purchase
Intent/Consideration
Repurposed TV N=594 Made-for-Web N=212
Averagedeltashift
BothRe-purposedandMade-for-webcanperformwell
Source: Dynamic Logic Global MarketNorms data
Bars show average delta shifts (i.e. difference between control and exposed groups’ responses) by online video type84

Video Creative Best Practices (All Formats)
85
1
Successful video ads don’t rely on audio to communicate the main message;
as audio may not be turned on, in banner videos need to be able to
communicate brand and message through visuals alone

86
1
2
Companion ads (or similar) alongside the streamed video can help to ensure
communication of brand and key message – even when the video is not fully
viewed

Online video ads that have companion banners typically
outperform video ads without on awareness metrics
Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n=
49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondents
Percent Impacted = Exposed – Control
87
3.6
5.9
4.6
1.9
1.3
2.1
4.5
2.2
1.5 1.3
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favorability
Purchase
Intent
PercentImpacted
Companion Banner No Companion Banner
Other approaches such
as wrapping the video
content within a
branded frame that
delivers message +
brand have also proven
successful for in-banner
placements

88
1
2
viewed
3
Interactivity can help get your ad noticed, but make sure the interaction:
a) isn’t required to understand the brand and key message
b) doesn’t take away from the brand and message delivery

Interactive ads can be effective when used appropriately
AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39
campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on
charts indicate values are not statistically significant
89
• U S E E X P A N D A B L E / I N T E R A C T I V E A D S A S A M E A N S T O A L L O W
T H E V I E W E R T O D R I L L D O W N F O R M O R E D E T A I L R A T H E R T H A N
C O N V E Y I N G A L L I N F O R M A T I O N U P F R O N T I N T H E A D .
1.2
5.5
2.1
2.9
Aided Brand Awareness Online Ad Awareness
Banner - Interactive Banner - Not interactive

90
1
2
viewed
3
Interactivity can help get your ad noticed, but make sure the interaction:
a) isn’t required to understand the brand and key message
b) doesn’t take away from the brand and message delivery
4
Most top performing video ads have the brand well integrated within video
(e.g. image of person using the product, product shot, brand name/logo
shown, voiceover references the brand name).

UtilisingtheuniquefeaturesoftheWebtocreatean
interactiveexperiencewiththebrand
http://www.youtube.com/watch?v=eQtai7HMbuQ&feature=plcp
A interactive case study - Tipex
91

92
Creative learning's are similar for
display
Learning's from Millward Brown ADINDEX™ database

Brand Presence – show brand prominently
93
x

Productshots&humanpresencework
96

Key points to take away
97
Digital works in driving brand engagement – look beyond CTR
Social media is a must – but make sure you match the platform to your brand and employ a
community manager
Facebook fans can drive brand sales – but content and engagement is key
You need to be relevant and quick if you are on Twitter
Mobile presence is a must for your brand
Online video creative best practices are the same as TV – integrated brand engagement
Make sure your display ads are well branded, don’t contain too many messages, each frame
can stand on its own and include human presence and product shots

98
Thanks for
your time!
Please tell
us what you
think:
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to
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