MEDIA & DIGITAL

make the

MOST
of your

DIGITAL
MARKETING
spend

Monique.Leech@MillwardBrown.com
+11 202 7000
Twitter: @M...
We have heard some
interesting conversations
around digital…. some of
them are along these lines…
2
3
Does your digital plan
resemble a “lets do everything”
strategy? Or is it more
focused?
4
Todays objective is to ensure
that you walk away with
learning's to inform proper
digital strategy!
5
Why are so many marketers
uncomfortable with digital?

6
Once upon a time (15 years ago)… we had all of these

7
Now all this….

8
Fits into
one of
these…
9
The good old days: when did you finish high
school?
• AFTER 2000?
• BEFORE 2000? IF SO:

10
We forget that digital is
basically a teenager!

And like a

teen – changes constantly!

11
Most marketers didn’t grow
up in a “digitized” area. People
tend to shy away from things
they are not comfortable with.

1...
BUT – you need to adapt and
get comfortable in the digital
space.

13
Why? Should you be paying
any attention to digital
marketing? It is, after all,
still such a small piece of the
advertisin...
Total advertising spend is forecasted to be USD4Bill at the
end of 2013
4,000
Total Advertising Spend South Africa USD Bil...
And yes, the forecast for Digital Spend for 2013, remains a
small piece of the pie (2%)
Total Advertising Spend South Afri...
But look at this picture in another way and we can see that
digital spend has increased almost 10x since 2006
Total Intern...
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….

SMS or MMS or Mobile in APP ads, Mobile Gamin...
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!
...
The proportion of advertising and agency executives that
use CTR to evaluate performance?

64%

22

http://www.collective....
The average click-through rate reported by DoubleClick for
South Africa in 2013 is 0.22%
Yes, folks – this tiny green dot ...
What about the
other 99.78% who
didn’t click?

Campaigns are
more than click
through rates.
Just because I don’t click –
d...
We know an ad campaign can
have many effects….

Brand awareness, brand consideration, positioning (to
mention a few). And ...
26

Shouldn’t we
be thinking
of a better
way to
measure?
Current metrics don’t allow for direct ROI comparison of
media channels:

TV/ Radio/ Print/ Outdoor

Digital:

Reach

Impr...
Our CrossMedia solution compares all channels to deliver
a common currency

TV

Online

Press

Radio

Reach
Frequency
GRPs...
Digital as
part of the
media mix
Some learning's from our
cross media database
TV remains the biggest reach channel across our region.

71

Channel Reach

36

30

Based on 78 XM studies

36

34

32

30...
And while TV is still a key driver in most campaigns…

Contribution to brand performance – Cases
Case Study 1

TV

Case St...
Other channels also make significant contributions, despite
the high TV weights already in place
Contribution to campaign ...
Synergistic effects are a key factor in these Cases
Contribution to campaign effect
Case Study 1

TV

Case Study 2

TV

Ca...
And we see this across AMAP too – 1/3 campaign
performance from synergies

Share of campaign effects on brand image – all
...
Online consistently delivers the best cost per person reached
in driving brand engagement

14%

Range of Impact on Brand e...
Online is also seen as a strong performer in driving actual
brand consideration and purchase intent.
14%

Range of Impact ...
Social
Media
Learning's from our
FanIndex ™and Verve™
database

37
The good old days:

38
But things have changed….
And social is becoming more
important. WHY?

39
Most consumers start with search, but 1 in 5 look
for your brand in a social space!
The path to purchase starts here…

Sea...
As poor a measure of effectiveness as CTR might be, adding
social media to paid media still doubles click through rates

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

42
Why don’t I
have any
friends or
followers?
Biggest mistakes
brands make in
social media
43
Things brands (who have failed) wish they had done:
Set clear goals

44
facebook

45
Getting it right on Facebook, matters. Engaged
Facebook fans spend 3-4X more on your brand!

13%

FANS

46
46

3%

NON-FAN...
Fan page must engage. Two-way dialogue.
Contests/ 
Giveaways
Expected

Fun

Expected

Differentiator

Variety

Regular 
po...
How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
Difference in % betwe...
How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
First visit
17%
Few t...
How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
Hardly ever read
4%

...
A great case study: Volkswagen Street Quest
Click box below to see video

51

Winner of 6 Bookmark Awards 2012 - http://ww...
Its all about being
relevant and quick
A great case study in relevance: Audi A3 Exchange
Click box below to see video

53

http://www.youtube.com/watch?v=uCsxsO6...
A great case study in speed: Oreos
Click box below to see video

54

http://www.youtube.com/watch?v=79wEsmHrw8w
Mobile: the
HUGE
opportunity
Learning's from
Millward Brown
Adreaction Study
55
Mobile is THE entry point to digital marketing in South
Africa
2x

There are more than twice
as many cellphones as there
a...
7 out of 10 consumers having been spurred into action
after seeing a mobile advert.
Main action taking as a
result of seei...
We have completed 300+ mobile advertising studies
across a broad range of industry verticals.

Display &
Rich Media
Ads

M...
Mobile Works!
The average campaign has an impact on all 5 traditional brand metrics.

Percent Impacted: Delta (Δ)

+5.9

A...
Mobile Outpaces Online Ads
Average Brand Metric Deltas for Mobile and Online Campaigns

MOBILE

+5.9

Aided Brand
Awarenes...
Its not all
about
smart
phones….

61
Even the most basic SMS marketing works!

90% OF SMSes
ARE READ IN
THE FIRST 15
SECONDS
62

HOW MOBILE CAN IMPROVE ROI www...
PLEASE CALL ME!
9 out of 10 South
Africans know what a
PCM is

1 in 2

people have sent a PCM in the last

week… (80% LSM ...
Knorr in every stew
Click box below to see video

64

Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/
Mobile Text Books
Click box below to see video

65

The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippines
http:/...
Mobile
Best practices for
mobisites and APPS

66
Apps are easier to use and access, different to a
brands website and offer MORE than a website.
QUESTION: What are the big...
Biggest disadvantages of apps include draining battery
power and connectivity
QUESTION: What are the biggest disadvantages...
GOOD mobisites are fast becoming a necessity for
marketers!

13%

38%
69

N=354 smartphone users only

Of consumers say th...
Top 3 things that consumers want from a mobisite
QUESTION: Which of the following best describes a good mobile website?

I...
ABSA Design Indaba
Click box below to see video

71

Winner of 2 2013 Loeries
http://www.youtube.com/watch?v=Ff0Z39LbvFs
Online Video

Learning's from Millward Brown ADINDEX™ database
We see that Video has a stronger impact on brand
metrics than other online formats

% difference Exposed vs Control

Video...
And online video impact only requires low frequency
AD FORMAT – FREQUENCY OF 1-2

% difference Exposed vs Control

Video
2...
However, high frequencies for online video can be negative
Standard Flash

Video

AVERAGE % IMPACTED –
PURCHASE INTENT

2....
The importance of good
creative

76
The advertising challenge is consistent across online and
offline media

branded
engagement:
Will the ad connect with the
...
Enjoyment and Stopping Power are key for Digital Impact

IMPACT

Impact diagnostics

Correlation with
Impact/AI
TV

Print
...
New information drives persuasion strongly across all media.
Persuasion more likely to impact virality for digital ads.

P...
For Digital, some measures regarded as Impact diagnostics
are also related to persuasion ….

PERSUASION

Impact diagnostic...
What makes a
good video ad?

Videos that are enjoyable and
entertaining
Creatives that are intrinsically linked
to the b...
Entertaining and viral! TNT
Click box below to see video

82

http://www.youtube.com/watch?v=316AzLYfAzw
Re-purpose or notrepurpose?

83
Both Re-purposed and Made-for-web can perform well
Repurposed TV N=594
4.8

5
Average delta shift

Made-for-Web N=212

4.3...
Video Creative Best Practices (All Formats)

1

85

Successful video ads don’t rely on audio to communicate the main messa...
Video Creative Best Practices (All Formats)

1
2

86

Successful video ads don’t rely on audio to communicate the main mes...
Online video ads that have companion banners typically
outperform video ads without on awareness metrics

Companion Banner...
Video Creative Best Practices (All Formats)

1
2

Companion ads (or similar) alongside the streamed video can help to ensu...
Interactive ads can be effective when used appropriately

% difference Exposed vs Control

•

USE EXPANDABLE/INTERACTIVE A...
Video Creative Best Practices (All Formats)

1
2

Companion ads (or similar) alongside the streamed video can help to ensu...
A interactive case study - Tipex

Utilising the unique features of the Web to create an
interactive experience with the br...
Creative learning's are similar for
display
Learning's from Millward Brown ADINDEX™ database

92
Brand Presence – show brand prominently

x
93
Frames stand on their own

x
94
Simple messages

95

x
Product shots & human presence work

96
Key points to take away
Digital works in driving brand engagement – look beyond CTR
Social media is a must – but make sure...
MEDIA & DIGITAL

Thanks for
your time!
Please tell
us what you
think:
SMS
Digital
to
35656
(RSA only)

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  1. 1. MEDIA & DIGITAL make the MOST of your DIGITAL MARKETING spend Monique.Leech@MillwardBrown.com +11 202 7000 Twitter: @MoniqueLeech #MBSADigital 1
  2. 2. We have heard some interesting conversations around digital…. some of them are along these lines… 2
  3. 3. 3
  4. 4. Does your digital plan resemble a “lets do everything” strategy? Or is it more focused? 4
  5. 5. Todays objective is to ensure that you walk away with learning's to inform proper digital strategy! 5
  6. 6. Why are so many marketers uncomfortable with digital? 6
  7. 7. Once upon a time (15 years ago)… we had all of these 7
  8. 8. Now all this…. 8
  9. 9. Fits into one of these… 9
  10. 10. The good old days: when did you finish high school? • AFTER 2000? • BEFORE 2000? IF SO: 10
  11. 11. We forget that digital is basically a teenager! And like a teen – changes constantly! 11
  12. 12. Most marketers didn’t grow up in a “digitized” area. People tend to shy away from things they are not comfortable with. 12
  13. 13. BUT – you need to adapt and get comfortable in the digital space. 13
  14. 14. Why? Should you be paying any attention to digital marketing? It is, after all, still such a small piece of the advertising pie…. 14
  15. 15. Total advertising spend is forecasted to be USD4Bill at the end of 2013 4,000 Total Advertising Spend South Africa USD Billions 3,500 3,000 2,500 2,000 1,500 1,000 500 0 2006 15 2007 2008 2009 2010 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 2011 2012 2013 (F)
  16. 16. And yes, the forecast for Digital Spend for 2013, remains a small piece of the pie (2%) Total Advertising Spend South Africa 2013 USD Millions TV Radio Newspapers Magazines Cinema Outdoor Internet 16 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
  17. 17. But look at this picture in another way and we can see that digital spend has increased almost 10x since 2006 Total Internet Spend South Africa 2006 vs 2013 USD Millions 2013 = 111 Million 2006 = 17 Million 17 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
  18. 18. But what we tend to forget, is that most of this reported spend is based on online display… 18
  19. 19. Current spend metrics do not include a massive potion of digital channels…. SMS or MMS or Mobile in APP ads, Mobile Gaming, AR Campaigns 19 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
  20. 20. The industry is however working on a solution… 20
  21. 21. 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
  22. 22. The proportion of advertising and agency executives that use CTR to evaluate performance? 64% 22 http://www.collective.com/sites/default/files/Collective-2010-Display-Study.pdf
  23. 23. The average click-through rate reported by DoubleClick for South Africa in 2013 is 0.22% Yes, folks – this tiny green dot is CTR 23 http://www.richmediagallery.com/resources/benchmarks/?utm_source=Think+Insights&utm_medium=website&utm_camp aign=Launch
  24. 24. 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
  25. 25. 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. 26. 26 Shouldn’t we be thinking of a better way to measure?
  27. 27. Current metrics don’t allow for direct ROI comparison of media channels: TV/ Radio/ Print/ Outdoor Digital: Reach Impressions Frequency CTR GRPs CPM Brand Impact CPC/CPL/CPA 27
  28. 28. Our CrossMedia solution compares all channels to deliver a common currency TV Online Press Radio Reach Frequency GRPs Brand Impact Reach Frequency GRPs Brand Impact 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 28
  29. 29. Digital as part of the media mix Some learning's from our cross media database
  30. 30. TV remains the biggest reach channel across our region. 71 Channel Reach 36 30 Based on 78 XM studies 36 34 32 30 29 24 18
  31. 31. And while TV is still a key driver in most campaigns… Contribution to brand performance – Cases Case Study 1 TV Case Study 2 TV Case Study 3 TV Case Study 4 TV TV 31 *Average contribution across awareness, consideration and brand image
  32. 32. Other channels also make significant contributions, despite the high TV weights already in place Contribution to campaign effect – Cases Case Study 1 TV Case Study 2 TV Case Study 3 TV Case Study 4 TV TV 32 Online Radio Newspapers Magazines Outdoor *Average contribution across awareness, consideration and brand image
  33. 33. Synergistic effects are a key factor in these Cases Contribution to campaign effect Case Study 1 TV Case Study 2 TV Case Study 3 TV Case Study 4 TV TV Online 33 Radio Newspapers Magazines Outdoor *Average contribution across awareness, consideration and brand image Multi-media synergy
  34. 34. And we see this across AMAP too – 1/3 campaign performance from synergies Share of campaign effects on brand image – all studies, AMAP Synergy, 38 Solus Media Effect, 62 OOH 34 Based on 78 XM studies
  35. 35. Online consistently delivers the best cost per person reached in driving brand engagement 14% Range of Impact on Brand engagement 12% Online  Contribution per Reach 10% 8% POS Cinema Newspapers 6% Radio 4% Magazine TV Outdoor 2% 0% 0% 35 10% Based on 78 XM studies 20% 30% 40% 50% CrossMedia Reach 60% 70% 80% 90% 100%
  36. 36. Online is also seen as a strong performer in driving actual brand consideration and purchase intent. 14% Range of Impact on consideration /purchase intent Cinema 12% Contribution per Reach 10% 8% POS Online  6% 4% Newspapers Magazine Radio TV Outdoor 2% 0% 36 0% 10% Based on 78 XM studies 20% 30% 40% 50% CrossMedia Reach 60% 70% 80% 90% 100%
  37. 37. Social Media Learning's from our FanIndex ™and Verve™ database 37
  38. 38. The good old days: 38
  39. 39. But things have changed…. And social is becoming more important. WHY? 39
  40. 40. Most consumers start with search, but 1 in 5 look for your brand in a social space! The path to purchase starts here… Search Engines 50 Company Sites Social Media 40 24 18 Source: Custom research study with GroupM Search and comScore: “The Virtuous Circle: The Role of Search and Social Media In The Purchase Pathway,” February.
  41. 41. 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 AVERAGE CTR Influenced Social + Paid Paid Only 41 Source: Custom research study with GroupM Search, comScore and M80: “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” .
  42. 42. Social media is not what you might think….. It is more than Facebook and Twitter! 42
  43. 43. Why don’t I have any friends or followers? Biggest mistakes brands make in social media 43
  44. 44. Things brands (who have failed) wish they had done: Set clear goals 44
  45. 45. facebook 45
  46. 46. Getting it right on Facebook, matters. Engaged Facebook fans spend 3-4X more on your brand! 13% FANS 46 46 3% NON-FANS Source: BRANDZ 2012 global database
  47. 47. Fan page must engage. Two-way dialogue. Contests/  Giveaways Expected Fun Expected Differentiator Variety Regular  posts Expected New  product  info Differentiator Community Differentiator Offers Expected Innovation Differentiator 47 Interaction Differentiator Trustworthy  brand news Expected
  48. 48. How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? Difference in % between South Africa norms & global Fanindex norm • 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% 48 Source Fanindex Global Databse n = 21126 respondents globally,
  49. 49. How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? First visit 17% Few times a year 1% At least once a month 22% Source Fanindex Global Databse n = 21126 respondents globally, Question is based on claimed frewuecy of visit Once a week 60% = 15% higher than global average
  50. 50. How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? Hardly ever read 4% Never noticed 2% Read occasionally 35% Read regularly 59% = 18% higher than global average Source Fanindex Global Databse n = 21126 respondents globally, Question based on type of attention given to posts in newsfeeds
  51. 51. A great case study: Volkswagen Street Quest Click box below to see video 51 Winner of 6 Bookmark Awards 2012 - http://www.youtube.com/watch?v=_zJ7ngSF8no
  52. 52. Its all about being relevant and quick
  53. 53. A great case study in relevance: Audi A3 Exchange Click box below to see video 53 http://www.youtube.com/watch?v=uCsxsO6fo00
  54. 54. A great case study in speed: Oreos Click box below to see video 54 http://www.youtube.com/watch?v=79wEsmHrw8w
  55. 55. Mobile: the HUGE opportunity Learning's from Millward Brown Adreaction Study 55
  56. 56. Mobile is THE entry point to digital marketing in South Africa 2x There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) 4.6 x There are 4.6 times more households with a cellphone than a computer 3x SMS text messaging is used by 3 times more people than email 86% 56 MMA South Africa: Based on AMPS 2012AB of internet accessed is via mobile
  57. 57. 7 out of 10 consumers having been spurred into action after seeing a mobile advert. Main action taking as a result of seeing mobile ads: Searched for the brand on the Internet 36 Visited the brand’s website Clicked on or interacted with the ad 57 Adreaction 2012 mobile consumers across smart phones and feature phones 34 30
  58. 58. We have completed 300+ mobile advertising studies across a broad range of industry verticals. Display & Rich Media Ads More commonly researched SMS Location APPS Mobile Video 58 Mobile Adindex Global database Mobile Search Augmented Reality Emerging
  59. 59. Mobile Works! The average campaign has an impact on all 5 traditional brand metrics. Percent Impacted: Delta (Δ) +5.9 Aided Brand Awareness +19.9 Ad Awareness +12.1 Message Association Brand Favorability Purchase Intent 59 +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
  60. 60. Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns MOBILE +5.9 Aided Brand Awareness +2.1 Ad Awareness +19.9 Message Association +12.1 +3.9 +4.7 ONLINE +4.2 +2.2 Brand Favorability +1.4 Purchase Intent +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 60
  61. 61. Its not all about smart phones…. 61
  62. 62. Even the most basic SMS marketing works! 90% OF SMSes ARE READ IN THE FIRST 15 SECONDS 62 HOW MOBILE CAN IMPROVE ROI www.dynmark.com
  63. 63. PLEASE CALL ME! 9 out of 10 South Africans know what a PCM is 1 in 2 people have sent a PCM in the last week… (80% LSM 5 but 46% in LSM 10) Only 20% of consumers claim to read the WHOLE PCM message (not just the number of the person who sent the message) 20% 64% who read the advertising, claim to have responded! 63 Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10,
  64. 64. Knorr in every stew Click box below to see video 64 Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/
  65. 65. Mobile Text Books Click box below to see video 65 The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippines http://www.youtube.com/watch?v=7bUGXqhrVrw&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh
  66. 66. Mobile Best practices for mobisites and APPS 66
  67. 67. Apps are easier to use and access, different to a brands website and offer MORE than a website. QUESTION: What are the biggest advantages of apps? I 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 61 54 29 25 22 Apps don’t need an internet connection 19 Apps are better for gaming 15 Apps have better content than websites None of the above Other 67 N=354 smartphone users only 3 2
  68. 68. Biggest disadvantages of apps include draining battery power and connectivity QUESTION: What are the biggest disadvantages of apps? 53 Apps drain my mobile devices battery life 25 Apps take too long to load or navigate Apps always seem to want more information than I’m willing to share 18 14 Apps too often crash my mobile device The process of finding and downloading apps is just too confusing I don’t find apps to be useful 68 N=354 smartphone users only 7 2 11% say there are no disadvantages to using aps
  69. 69. GOOD mobisites are fast becoming a necessity for marketers! 13% 38% 69 N=354 smartphone users only Of consumers say their opinion of a brand will be lower if they do not have an optimised mobi site Say their opinion of a brand will be lower if the website content doesn't display properly on their phone
  70. 70. Top 3 things that consumers want from a mobisite QUESTION: Which of the following best describes a good mobile website? It loads quickly 70 It is easy to find via mobile search 70 It displays clearly on my mobile device 70 N=354 smartphone users only 64
  71. 71. ABSA Design Indaba Click box below to see video 71 Winner of 2 2013 Loeries http://www.youtube.com/watch?v=Ff0Z39LbvFs
  72. 72. Online Video Learning's from Millward Brown ADINDEX™ database
  73. 73. We see that Video has a stronger impact on brand metrics than other online formats % difference Exposed vs Control Video Rich Media Std Flash 3.6 2.4 2.7 2.0 1.4 0.9 1.2 1.1 0.3 Aided Brand Awareness Brand Favorability Purchase Intent 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 A W A R E N E S S , G E N E R AT I N G B R A N D F AV 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 AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant
  74. 74. And online video impact only requires low frequency AD FORMAT – FREQUENCY OF 1-2 % difference Exposed vs Control Video 2.7 Rich Media Flash 2.7 1.9 1.1 Aided Brand Awareness 1.0 1.0 Brand Favorability AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant 1.3 1.0 -0.4 Purchase Intent
  75. 75. However, high frequencies for online video can be negative Standard Flash Video AVERAGE % IMPACTED – PURCHASE INTENT 2.5 2.0 1.5 1.0 0.5 0.0 -0.5 1-3 4-9 10-14 15+ -1.0 FREQUENCY MANAGING FREQUENCY ACROSS PUBLISHERS/NETWORKS IS CRITICAL 75 AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant
  76. 76. The importance of good creative 76
  77. 77. The advertising challenge is consistent across online and offline media branded engagement: Will the ad connect with the consumer in a branded fashion? 77 motivation: Do the brand associations make it more desirable at key decision moments?
  78. 78. Enjoyment and Stopping Power are key for Digital Impact IMPACT 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 N O T E * : T H E S E R E L AT I O N S H I P S A R E D I C TAT E D L A R G E LY B Y T H E FA C T T H AT T H E S E M E T R I C S C O N T R I B U T E TO O U R AWA R E N E S S I N D E X / I M PA C T S U M M A RY M E T R I C S
  79. 79. New information drives persuasion strongly across all media. Persuasion more likely to impact virality for digital ads. Persuasion diagnostics Correlation with Persuasion TV PERSUASION 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
  80. 80. For Digital, some measures regarded as Impact diagnostics are also related to persuasion …. 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 0.05 0.29 N/A Different to other ads
  81. 81. What makes a good video ad? Videos that are enjoyable and entertaining Creatives that are intrinsically linked to the brand Online video content synergistic with 81 offline marketing efforts
  82. 82. Entertaining and viral! TNT Click box below to see video 82 http://www.youtube.com/watch?v=316AzLYfAzw
  83. 83. Re-purpose or notrepurpose? 83
  84. 84. Both Re-purposed and Made-for-web can perform well Repurposed TV N=594 4.8 5 Average delta shift Made-for-Web N=212 4.3 4 3 3.1 3.0 2.4 2 1.3 1.4 1.6 1 1.5 1.0 0 Aided Brand Awareness 84 Online Ad Awareness Message Association Brand Favorability Source: Dynamic Logic Global MarketNorms data Bars show average delta shifts (i.e. difference between control and exposed groups’ responses) by online video type Purchase Intent/Consideration
  85. 85. Video Creative Best Practices (All Formats) 1 85 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. 86. Video Creative Best Practices (All Formats) 1 2 86 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 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
  87. 87. Online video ads that have companion banners typically outperform video ads without on awareness metrics Companion Banner No Companion Banner Percent Impacted 5.9 4.5 4.6 3.6 2.1 2.2 1.9 1.5 1.3 1.3 Aided Brand Online Ad Message Brand Purchase Awareness Awareness Association Favorability Intent 87 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 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. 88. Video Creative Best Practices (All Formats) 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 3 88 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 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
  89. 89. Interactive ads can be effective when used appropriately % difference Exposed vs Control • USE EXPANDABLE/INTERACTIVE ADS AS A MEANS TO ALLOW THE VIEWER TO DRILL DOWN FOR MORE DETAIL RATHER THAN CONVEYING ALL INFORMATION UP FRONT IN THE AD. Banner - Interactive 1.2 2.9 2.1 Aided Brand Awareness 89 Banner - Not interactive 5.5 Online Ad Awareness 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
  90. 90. Video Creative Best Practices (All Formats) 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 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 90 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 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).
  91. 91. A interactive case study - Tipex Utilising the unique features of the Web to create an interactive experience with the brand http://www.youtube.com/watch?v=eQtai7HMbuQ&feature=plcp 91
  92. 92. Creative learning's are similar for display Learning's from Millward Brown ADINDEX™ database 92
  93. 93. Brand Presence – show brand prominently x 93
  94. 94. Frames stand on their own x 94
  95. 95. Simple messages 95 x
  96. 96. Product shots & human presence work 96
  97. 97. Key points to take away 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 97
  98. 98. MEDIA & DIGITAL Thanks for your time! Please tell us what you think: SMS Digital to 35656 (RSA only) 98

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