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CHANNEL STRATEGY INTRO:
Planning for synergy &
EFFECTIVENESS.
*
*UTC time v.
International
Atomic Time
+
Droga, who is the most awarded creative at Cannes Lions to date, noted that when he
started his career, distribution was b...
'I don't think anybody in the
marketing business owns 360-
degree communications planning.
I don't think media agencies ow...
CONTEXT COMMUNICATES.
SOMETIMES CHANNELS ARE THE IDEA.
A great idea can take an ordinary channel
& make it extraordinary.
...
“It is simply not possible to take any
advertising idea to a practical stage
without making some hypothesis about
a suitab...
BASED ON UNDERSTANDING PEOPLE
& THEIR (LACK OF A) RELATIONSHIP WITH BRANDS.
MOST PEOPLE
AREN’T
DEVOTED TO
BRANDS.
FANS MAT...
Martin Weigel
paraphasing Ehrenberg, Sharp et al.
Jim Carroll, BBH
CREATIVITY’S ROLE IS TO CREATE INTERESTING BIG EFFECTS....
APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
APPROACHES.ULTIMATELY ABOUT ASKING QUESTIONS:
How does our audience engage with
media as well as where?
Are there behaviou...
APPROACHES.START WITH THE CONSUMER JOURNEY:
BRAND
APPROACHES.THEN SELECT CHANNELS, DEFINE ROLES & PRINCIPLES:
“What can digital do for the brand & consumers that nothing
el...
PUTTING IT INTO PRACTICE:
See Consumer Journey & Experience Mapping Session
CONSUMER
JOURNEY“on ramps” & “off ramps”
USAGE...
Channel(s)
Channel Role(s)
Key Justification
(Supporting data:
Reach & coverage,
audience behaviour)
Principles
(how our c...
SOME TRADITIONAL WAYS TO SELECT
POSSIBLE CHANNELS:
CHANNEL PROFILING.
RECEPTIVITY.
CHANNEL NEEDS.
CHANNEL PROFILING.
EVALUATE THE UTILITY
OF CHANNELS IN THE
CONTEXT OF THE TASKS.
Use experience, secondary
sources & heuri...
PAID
A catalyst of
original content and
audience exposure.
OWNED
Brand domain
platforms for longer and
deeper relationship...
Owned, Paid & EarnedOwned, Paid & Earned
Media
Type
Definition Examples Benefits Challenges
Owned
Channel a brand
controls
C...
CO-OPTED
Engagement platforms
adopted by brands for
their utility & audience.
PAID
A catalyst of
original content and
audi...
Payment models
are less important
than peoples’
BEHAVIOUR
& knowing the appropriate
behaviour in each channel.
GOOGLE
is w...
NOTICE
NOTICE = salience, visibility
THINK
THINK = rational persuasion
FEEL
FEEL = emotional involvement
DO
DO = action
NA...
Downloaded audio/CDs
(Computer)Radio (TV set)
Recorded – not PVR (TV set)
Social networking (Mobile)
Games online
(Compute...
RECEPTIVITY.
Temporal
The right time
Physical
The right place
Emotional
The right mood
In what places, occasions or times ...
CAN’T SLEEP DUE TO
COUGHING DISRUPTION;
FRUSTRATION; READING
BOOK OR THE INTERNET
Consumer
Needstate
COMMUTING,
EXHAUSTED ...
CHANNEL NEEDS.
Profiling each channel by the needs of its audience
to ensure that your brand behaviour fits the context.
T...
APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
MORE CHANNELS,
MORE EFFECTIVENESS?
REACH OR ENGAGEMENT?
SHARE OF VOICE &
LEVEL OF A RESPONSE?
EFFECTIVENESS v RECEIVED WIS...
AVAILABLE MEDIA HAS BECOME FRAGMENTED:
MORE PLACES, MORE MESSAGES.
The Communications Market 2016 – Ofcom
and the majority of our daily media interactions were screen based
BY 2014 THE JOKE HAD BECOME A REALITY
First screen, sec...
MORE CHANNELS,
MORE EFFECTIVENESS?
0
1
2
3
4
5
6
1980s 1990s 2000s
Effectiveness success rate
Accountability success rate
...
EFFECTS CAN VARY.
ANTERGY
1+1=1.5
SUMMATIVE
1+1=2
SYNERGY
1+1=3
CHANNEL PLANNING FOR SYNERGY:
BUILD CUMULATIVE REACH MORE ...
Bran
d
Audience
Total A
udience
Online
TV
Social
Outdoor
Bran
d
Audience
Total A
udience
Online
TV
Social
Outdoor
GREATEST...
BROADEN TIMING & CONTEXT OF TOUCHPOINTS:
Advertising has a higher impact the closer the exposure is to purchase.
People gr...
ENHANCED REPETITION NOT JUST ADDING FREQUENCY:
Advertising is a weak force, nudging buyers to purchase as part of a repert...
BUILD SALIENCY INTO THE CAMPAIGN:
Salience is the quantity & quality (how fresh & relevant) of brand information in memory...
REACH OR ENGAGEMENT?
Typical buying concentration in market (NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Lig...
REACH OR ENGAGEMENT?
Typical buying concentration among people engaging with brands
e.g. on FB Page or CRM Prog (reverse N...
REACH OR ENGAGEMENT? BOTH.
BUTTO GROW BRANDS OUR CHANNEL PLAN
MUST REACH THESE PEOPLE FIRST.
Source: Ehrenberg-Bass Instit...
THIS IS WHY DESPITE MORE CHANNELS & MORE TECHNOLOGIES
TV HAS BECOME CHEAPER & MORE EFFECTIVE.
HIGHER REACH & PURCHASE DECI...
BEFOREPLANNING FOR ENGAGEMENT.
THINKCOVERAGE & COMPOSITION.
PLAN FOR +1 REACH.
COVERAGE & COMPOSITION.
COVERAGE. COMPOSITION.
Uses basic data on media habits to provide
an understanding of the overlap ...
The Lonely Planet website might offer a
high composition but a low coverage for
an advertiser of holidays for independent
...
Demogs, attitudes
and behaviors
Just
Demographics
General media TGI
IPA TOUCHPOINTS
GlobalWebIndex
IDIOM
Mintel
Digital
Co...
COVERAGE & COMPOSITION.
See guide in sources & reading
list folder! in our Box Folder!
BUT COVERAGE & COMPOSITION
ISN’T THE ONLY CURRENCY.
BUT ENOUGH ATL TV MEDIA BUYING....
+1
EFFECTIVE
FREQUENCY
BUILD
AD
MEM...
ENGAGEMENT & PARTICIPATION ARE STILL IMPORTANT.
WE NEED TO BE SMARTER WITH AN EYE TO SCALE.
Irrit ation
Brands can make
th...
PLAN TO ENSURE ENGAGEMENT
OR PARTICIPATION IMPACTS
THE LESS INTERESTED MAINSTREAM
VIA THE CREATIVE CONTENT OR CHANNEL PLAN...
IS IT ENOUGH?
TO IMPACT:
COMMERCIALS?
ATTITUDES?
BEHAVIOUR?
SHARE OF VOICE &
LEVEL OF A RESPONSE?
When Share of Voice exceeds Share of Market a brand tends to grow
The smaller the br...
SOV alone is not enough. Using the right creative
content as well as SOV is critical to drive returns.
ESOV matters. Exces...
ESOV THEORY ≠ NEED TO SPEND MORE.
Where do your competitors focus their
activity? Is there an opportunity to influence
the...
BUT YOU DO NEED TO SPEND ENOUGH
TO ACHIEVE THE RIGHT LEVEL OF RESPONSE (& KPIs*).
*are they realistic?
HARD
METRICS.
SOFT
...
Views
Digital GRP
Uniques/audience comp
Awareness Lift
Ad recall Lift
View-through time
Watch time
Favourability Lift
Cons...
Website Conversion Funnel
0000 | 0.00%
XX%
TOTAL WEBSITE TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Un...
CTR
0.00%
Native App Conversion Funnel
XX%
CLICK TO ADD HOTSPOT Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
0000 | 0...
Channel Strategy is
THE ART OF SACRIFICE.
What can we do well?
What can we afford to do well?
THINK: FEWER, BIGGER, BETTER...
APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
REAL-TIME PLANNING & BUYING.
INSTINCT &
AUTOMATION.
Responding to culture & consumers
looking for “super-fast opportunitie...
Publisher
Sponsorship
Private
Marketplace
Exchange
Publisher Inventory
Waterfall
OrderofPriority
Advertiser A
100% of all ...
REAL DATA DRIVEN SEGMENTATION & IDIOM.
Browser
Job
function
Value
segment
Travel
in market
Video
usage
Content
usage
Marit...
BRANDED ENTERTAINMENT
& NATIVE ADVERTISING.
Branded Entertainment essentially
piggybacks on an entertainment property
or s...
NATIVE
CONTENT:
bluring the ethical lines
between news, advertorial and advertising
PROPAGATION PLANNING.
“Plan not for the people you reach,
but the people that they reach.”
MAP THE NETWORKS WITH DATA & ID...
Does
i
t stimulate a physical resp
onse?*
Will sharing it let people...
Does it seem new and does it seem to be becoming p...
MOBILE = PEOPLE.
MOBILE ≠ DEVICES.
PERSONAL.
CONTEXTUAL.
IMMEDIATE.
“People don’t want less of an experience on mobile.
Th...
APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
BASICS OVER
NOW BREAK THE RULES.
SOURCES & READING LIST:
How Brands Grow
Byron Sharp
Achieving Reach in a Multi-Media Environment: How a Marketer's First S...
An Introduction to Channel Strategy
An Introduction to Channel Strategy
An Introduction to Channel Strategy
An Introduction to Channel Strategy
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An Introduction to Channel Strategy

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How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.

Published in: Marketing

An Introduction to Channel Strategy

  1. 1. CHANNEL STRATEGY INTRO: Planning for synergy & EFFECTIVENESS.
  2. 2. * *UTC time v. International Atomic Time +
  3. 3. Droga, who is the most awarded creative at Cannes Lions to date, noted that when he started his career, distribution was built into the idea. You put out an ad on TV and you didn't have to worry about eyeballs. Now, however, the media landscape is fragmented and there are ‘whole industries making technology to avoid the outputs of our industry’. Rather than that being something to lament, however, it’s actually good for advertising – forcing us to think of ways that will genuinely engage communities of people. Facebook: Creativity at Scale (Cannes 2013)
  4. 4. 'I don't think anybody in the marketing business owns 360- degree communications planning. I don't think media agencies own it yet. I don't think anybody else owns it either. It'll be different client by client, need by need, and skill-set by skill-set. The 360- degree strategic role could be played by any number of people.' Media agencies Especially when influenced by “what’s in the warehouse.” don’t completely own these ways, yet. “Media is the connective tissue of society.” Clay Shirky ‘Cognitive Surplus’ Now MEC
  5. 5. CONTEXT COMMUNICATES. SOMETIMES CHANNELS ARE THE IDEA. A great idea can take an ordinary channel & make it extraordinary. They can tell the story... embody the story... ...become the story.
  6. 6. “It is simply not possible to take any advertising idea to a practical stage without making some hypothesis about a suitable medium.” “Inter-media selection is an integral part of the process.” Stephen King, 1974 CHANNEL PLANNING WAS BAKED INTO THE HEART OF THE ORIGINAL PLANNING PROCESSES. BUT IT CAN HAPPEN BEFORE OR AFTER THE BIG IDEA.
  7. 7. BASED ON UNDERSTANDING PEOPLE & THEIR (LACK OF A) RELATIONSHIP WITH BRANDS. MOST PEOPLE AREN’T DEVOTED TO BRANDS. FANS MATTER LESS THAN WE’D LIKE TO THINK. BRANDS DON’T GET DISPROPORTIONATE LOYALTY. BE INTERESTING. BE MEMORABLE. SCALE IT. SUSTAIN IT. “INDIFFERENCE DEMANDS THE EXTRAORDINARY”. Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel How Brands Grow. Byron Sharp Past World View New World View Attitudes drives behaviour Behaviour drives attitude Brand loyals Loyal switchers Brand switchers Loyal switchers Deeply committed buyers Uncaring cognitive misers Involvement Heuristics Rational, involved viewers Emotional, distracted viewers
  8. 8. Martin Weigel paraphasing Ehrenberg, Sharp et al. Jim Carroll, BBH CREATIVITY’S ROLE IS TO CREATE INTERESTING BIG EFFECTS. CHANNEL PLANNING MUST ENSURE ITS IMPACT. “We can talk all we want about the personal, psychological, social and cultural role of brands, but what the data teaches us is that the real audience for our efforts consists of people who don't know our brand very well (or at all), aren't devoted to our brand, or don't purchase it at all. They will have few memories and associations for us to build upon, they aren't very likely to notice our advertising, nor are they likely to think of our brand in buying and consumption situations.” “Surely we can turn apathy, ennui and boredom into a positive force, a force for good. Would not an honest acceptance of the diminished role a brand or category plays in consumers' lives encourage us to think harder about utility, experience and reward?” Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel
  9. 9. APPROACHES. TRENDS. EFFECTIVENESS v RECEIVED WISDOM. DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO.
  10. 10. APPROACHES. TRENDS. EFFECTIVENESS v RECEIVED WISDOM. DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO.
  11. 11. APPROACHES.ULTIMATELY ABOUT ASKING QUESTIONS: How does our audience engage with media as well as where? Are there behaviours we can be part of positively? Which audience is most available and most effective for our brand?
  12. 12. APPROACHES.START WITH THE CONSUMER JOURNEY: BRAND
  13. 13. APPROACHES.THEN SELECT CHANNELS, DEFINE ROLES & PRINCIPLES: “What can digital do for the brand & consumers that nothing else can? A connection enabled by technology but underpinned by earning the right to engage people in their space.” Accepts that it begins at a position of disadvantage Is mindful of the human disposition to disregard it Maps to actual, not potential, human behaviours Reaches the majority who make or break a brand Rewards and entertains people to the nth degree Asks and expects as little back from people as possible e.g.DEFINE THE ROLE OF DIGITAL. REALISM SCALE GENEROSITY
  14. 14. PUTTING IT INTO PRACTICE: See Consumer Journey & Experience Mapping Session CONSUMER JOURNEY“on ramps” & “off ramps” USAGE/ CONDITION CONSUMER DECISION JOURNEY PATH TO PURCHASE TIME OF DAY/WEEK/ SEASON
  15. 15. Channel(s) Channel Role(s) Key Justification (Supporting data: Reach & coverage, audience behaviour) Principles (how our creative will work in these channels) Measurement (KPIs & Sources) FOR THE KEY TASKS:
  16. 16. SOME TRADITIONAL WAYS TO SELECT POSSIBLE CHANNELS: CHANNEL PROFILING. RECEPTIVITY. CHANNEL NEEDS.
  17. 17. CHANNEL PROFILING. EVALUATE THE UTILITY OF CHANNELS IN THE CONTEXT OF THE TASKS. Use experience, secondary sources & heuristics to map channels to tasks based on their capabilities & limitations. PAID. OWNED. EARNED. NAKED & OTHERPROPRIETARY METHODS.
  18. 18. PAID A catalyst of original content and audience exposure. OWNED Brand domain platforms for longer and deeper relationships. EARNED A transparent space for conversation, advocacy and word of mouth.
  19. 19. Owned, Paid & EarnedOwned, Paid & Earned Media Type Definition Examples Benefits Challenges Owned Channel a brand controls Customer magazine, website, mobile site, blog Control, cost-efficiency, longevity, versatility, niche audiences No guarantees, company communication less trusted, takes time to scale Paid Brand pays to use a channel Display ads, paid search, sponsorship In-demand, immediacy, scale, control Clutter, declining response rates, challenges to credibility Earned Customers become the channel Word of mouth (however carried) Most credible, plays a role in most sales, transparent and enduring No control, can be negative, scale, hard to measure CHANNEL PROFILING
  20. 20. CO-OPTED Engagement platforms adopted by brands for their utility & audience. PAID A catalyst of original content and audience exposure. OWNED Brand domain platforms for longer and deeper relationships. EARNED A transparent space for conversation, advocacy and word of mouth. EMBASSIES Facebook, Twitter, YouTube etc. OUTPOSTS Forums, Blogs, comments etc. Channel distinctions are not as clear as some agendas suggest.
  21. 21. Payment models are less important than peoples’ BEHAVIOUR & knowing the appropriate behaviour in each channel. GOOGLE is what you’re looking for when no one is looking; how to’s and entertainment related searches trend quickly. It is about the language of intent or need. FACEBOOK is a public space; it’s what you want your friends to know about (politics, humor, social causes, cool stuff, charity). It is about sharing and showing who you are. TWITTER is content that you’re proud of; more top-down, since its influences include a culturally savvy audience, celebrities, techies, or perhaps people trying to be funny. It is about showing off and shouting out.
  22. 22. NOTICE NOTICE = salience, visibility THINK THINK = rational persuasion FEEL FEEL = emotional involvement DO DO = action NAKED CLASSIFICATION: TASKS & BEHAVIOUR.
  23. 23. Downloaded audio/CDs (Computer)Radio (TV set) Recorded – not PVR (TV set) Social networking (Mobile) Games online (Computer) Games offline (Computer) Video clips (Computer) Calls (Landline) Games (TV set) DVDs (TV set) Radio (Radio set) Recorded – PVR (TV set) IM (Computer) Text/video messaging (Mobile) Calls (Mobile) Email (Computer) Music/audio (Music centre) Email (Mobile) Scheduled TV (TV set) Print media AttentionPaid(averagescore) Perceived importance (average score) High attention, low importance Low attention, low importance High attention, high importance Low attention, high importance Source: OFCOM August 2011, All 15+, n=7,966 Attention and Importance APPLICATION <<< LOWEST <<<< POTENTIAL >>>> HIGHEST >>> Authority Outdoor Radio TV Newspapers Magazines Beauty Radio Newspapers Outdoor TV Magazines Entertainment Outdoor Magazines Newspapers Radio TV Humour Outdoor Magazines Newspapers Radio TV Information Outdoor Radio TV Magazines Newspapers Intimacy Newspapers Outdoor TV Magazines Radio Leadership Newspapers Outdoor Radio Magazines TV News Outdoor Magazines Radio TV Newspapers Prestige Outdoor Radio TV Newspapers Magazines Quality Newspapers Radio Outdoor TV Magazines Tradition Outdoor Newspapers TV Radio Magazines Example matrix of the fit between the big 5 traditional media and various applications Source: DDB Needham Worldwide
  24. 24. RECEPTIVITY. Temporal The right time Physical The right place Emotional The right mood In what places, occasions or times would they be more open to finding out more about your product category? Where and when might people seek the benefit that your product offers?
  25. 25. CAN’T SLEEP DUE TO COUGHING DISRUPTION; FRUSTRATION; READING BOOK OR THE INTERNET Consumer Needstate COMMUTING, EXHAUSTED & MISSING LOST SLEEP; REACHING FOR A PICK ME UP COMMUTING; THINKING ABOUT BED TRYING TO GET TO SLEEP; KEEPING PARTNER AWAKE; DISTURBING TV AT WORK OR CARRYING OUT NORMAL ACTIVITIES; TIRED & DISRUPTED PRODUCT USAGE IF PURCHASED; STIMULATE DESIRE TO TRIAL NEXT DAY; VIRTUAL PRODUCT/EMPATHY Benylin Opportunity PROMPT PURCHASE; INTEGRATE INTO JOURNEY OFFER RESTFUL SLEEP TONIGHT REMIND TO PURCHASE; VIRTUAL PRODUCT/ EMPATHY DRIVE TO PHARMACY Ensure saliency that lasts until the cough sufferer has the potential to purchase Strategy “Own” the commute to work in the cough category “Own” the commute home in the cough category Ensure saliency that lasts until the cough sufferer has the potential to purchase Drive to purchase and increase saliency in sufferers with the promise of a restful night tonight Only Benylin Mucus Cough aids a restful sleep Messaging Cough kept you awake? Get a restful night’s sleep with Benylin Mucus Night Liquid Get a restful night’s sleep tonight with Benylin Mucus Night Liquid – pick some up at xxxxx Relief at night by Benylin Mucus Night Liquid / Disruption removed by Benylin Mucus Night Liquid Not feeling your best? Get a restful night’s sleep with Benylin Mucus Night Liquid - Interactivity ads that can aid restful sleep - Contextual placements content that cough sufferers turn to when they can’t sleep - Reserve a bottle to pick-up (Boots/DR/Dotter)? Tactics - Mobile ads - Digital Outdoor - Coffee Receipts, Cups & Sleeves - PR task force - First daily use desktop sites - Mobile ads - Digital Outdoor - WEVE - TfL/Nat rail disruption sites - VOD/Skippables - “Own” skip ad buttons or remove all pre-rolls - Soothing relief interactive ads - WEVE: Proximity SMS & MMS - Contextual targeted desktop media in news & weather - Retarget desktop LATE NIGHT & PRIME visitors & VOD on mobile
  26. 26. CHANNEL NEEDS. Profiling each channel by the needs of its audience to ensure that your brand behaviour fits the context. Tap into my emotions Help me relax Don’t make me work too hardEntertain me TV Help me make the most of myself Always to hand Keep me on top of my life Help me fit in Bored in Queue Must know me perfectly Smartphone
  27. 27. APPROACHES. TRENDS. EFFECTIVENESS v RECEIVED WISDOM. DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO.
  28. 28. MORE CHANNELS, MORE EFFECTIVENESS? REACH OR ENGAGEMENT? SHARE OF VOICE & LEVEL OF A RESPONSE? EFFECTIVENESS v RECEIVED WISDOM.
  29. 29. AVAILABLE MEDIA HAS BECOME FRAGMENTED: MORE PLACES, MORE MESSAGES. The Communications Market 2016 – Ofcom
  30. 30. and the majority of our daily media interactions were screen based BY 2014 THE JOKE HAD BECOME A REALITY First screen, second screen, multi-screen....everything’s changed? of all media interactions are screen based Laptop/PC Tablet TelevisionSmartphone 90% On average we spend 4.4 hours of our leisure time in front of screens each day of all media interactions are non-screen based Newspaper MagazineRadio Base: Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine. 10%
  31. 31. MORE CHANNELS, MORE EFFECTIVENESS? 0 1 2 3 4 5 6 1980s 1990s 2000s Effectiveness success rate Accountability success rate Average SOM gain per 10% excess SOV 58% 81% 1.2% 65% 71% 2.4% Single-channel campaigns Multi-channel campaigns Average number of media used per campaign Source: Marketing in the Era of Accountability, IPA dataMINE
  32. 32. EFFECTS CAN VARY. ANTERGY 1+1=1.5 SUMMATIVE 1+1=2 SYNERGY 1+1=3 CHANNEL PLANNING FOR SYNERGY: BUILD CUMULATIVE REACH MORE EFFECTIVELY BROADEN TIMING & CONTEXT OF TOUCHPOINTS ENHANCED REPETITION NOT JUST ADDING FREQUENCY BUILD SALIENCY INTO THE CAMPAIGN Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute
  33. 33. Bran d Audience Total A udience Online TV Social Outdoor Bran d Audience Total A udience Online TV Social Outdoor GREATEST SALES EFFECT IS BETWEEN ZERO & ONE EXPOSURE. LOWER THE CHANNEL OVERLAP, GREATER THE POTENTIAL FOR SYNERGY. More effective multi-platform mix of achieving reach: Covers most of the brand audience with some overlap between media Less effective multi-platform mix of achieving reach: Large gaps in the brand audience and lots of overlap between media Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute BUILD CUMULATIVE REACH MORE EFFECTIVELY:
  34. 34. BROADEN TIMING & CONTEXT OF TOUCHPOINTS: Advertising has a higher impact the closer the exposure is to purchase. People gravitate to the best available screen. Channels should enhance receptivity around varied purchase consideration points. 0% 5% 10% 15% 20% 25% 30% More than a year before 7-12 months before 4-6 months before 2-3 months before A month before 3 weeks before 2 weeks before A week before 4-6 days before 2-3 days before One day before 9-12 hours before 5-8 hours before 3-4 hours before 1-2 hours before Within the hour of my purchase A few moments before I purchased Restaurant Voters Travel Automotive OTC Health Tech CPG Personal Care CPG Grocery Investment Banking Credit Card Insurance Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights Decision making importance by time & category
  35. 35. ENHANCED REPETITION NOT JUST ADDING FREQUENCY: Advertising is a weak force, nudging buyers to purchase as part of a repertoire. Continuous need for brand maintence not occasional “Damascene conversions”. But close repetition of similar stimuli in the same media is often excess frequency. VARY MEDIA & CONTEXT. STIMULATE FORWARD ENCODING: An ad in first medium improves performance of ad in second medium by being seen as two novel, separate rather than repetitive exposures. “INVEST IN CREATIVITY OVER THE LONG TERM.” SPACE OUT EXPOSURES. SPACING EFFECT: Longer intervals between exposures result in better learning and up to 20% improvement in memory. Multi-platform enables spreading out. Sources: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel Voorveld et al 2010. Long-term memory encoding 30-40% higher with online exposure post TV (Brennan 2011)
  36. 36. BUILD SALIENCY INTO THE CAMPAIGN: Salience is the quantity & quality (how fresh & relevant) of brand information in memory. Salience is the “size” of a brand in people’s minds, more influenctial than difference. The bigger the brand, the more likely it will be recalled early & purchased. REFLECT HOW PEOPLE (DON’T) THINK ABOUT BRANDS. WIDER SCOPE FOR MULTIPLE MESSAGES, ASSOCIATIONS & SENSORY IMPACT. COMBINE EMOTIONAL PRIMING FOR LONGER-TERM BRAND BUILDING & RATIONAL MESSAGING FOR SHORT-TERM ACTIVATION. > SYSTEM 1: Quick, Emotional & Instinctive. Longer-term effects. External paced media. TV, VOD, OUTDOOR. SYSTEM 2: Slow, Rational & Effortful. Immediate behaviour effects. Self-paced media. DIGITAL, DIRECT, PRINT.
  37. 37. REACH OR ENGAGEMENT? Typical buying concentration in market (NBD-Dirichlet) Non (Own brand, Competitor, not in market) Light Medium Heavy Source: Ehrenberg-Bass Institute 20% of Customers hold 40% of brand image associations.
  38. 38. REACH OR ENGAGEMENT? Typical buying concentration among people engaging with brands e.g. on FB Page or CRM Prog (reverse NBD-Dirichlet) Non (Own brand, Competitor, not in market) Light Medium Heavy Source: Ehrenberg-Bass Institute
  39. 39. REACH OR ENGAGEMENT? BOTH. BUTTO GROW BRANDS OUR CHANNEL PLAN MUST REACH THESE PEOPLE FIRST. Source: Ehrenberg-Bass Institute Typical buying concentration in market (NBD-Dirichlet) Non (Own brand, Competitor, not in market) Light Medium Heavy
  40. 40. THIS IS WHY DESPITE MORE CHANNELS & MORE TECHNOLOGIES TV HAS BECOME CHEAPER & MORE EFFECTIVE. HIGHER REACH & PURCHASE DECISION MAKING ROOTED IN SYSTEM 1, EMOTIONAL THINKING. 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 0 2 4 6 8 10 Average SOM gain (%) per 10% points excess SOV Average increase in market share by value (points gained) Campaigns using TV Campaigns not using TV 1980s 1990s 2000s Source: Marketing in the Era of Accountability, IPA dataMINE
  41. 41. BEFOREPLANNING FOR ENGAGEMENT. THINKCOVERAGE & COMPOSITION. PLAN FOR +1 REACH.
  42. 42. COVERAGE & COMPOSITION. COVERAGE. COMPOSITION. Uses basic data on media habits to provide an understanding of the overlap between your target and each channel. Can I reach my target in sufficient numbers? The % of an advertiser’s target that is within the medium’s audience. Can I reach my target efficiently with this channel? The % of a medium’s audience that is within the advertiser’s target.
  43. 43. The Lonely Planet website might offer a high composition but a low coverage for an advertiser of holidays for independent travellers. Perhaps 70% of the Lonely Planet website audience will be interested in what the advertiser offers but only 5% of Independent Travellers are regular visitors of the Lonely Planet website. By contrast The Guardian may be able to offer high coverage but with high wastage due to low composition. COVERAGE & COMPOSITION. HighLow Composition A hypothetical example for an advertiser of holidays for independent travellers. The Guardian Coverage LowHigh Lonely Planet
  44. 44. Demogs, attitudes and behaviors Just Demographics General media TGI IPA TOUCHPOINTS GlobalWebIndex IDIOM Mintel Digital ComScore TNS Forrester eMarketer Target analysis MediaFocus COVERAGE & COMPOSITION. Tools to consider...
  45. 45. COVERAGE & COMPOSITION. See guide in sources & reading list folder! in our Box Folder!
  46. 46. BUT COVERAGE & COMPOSITION ISN’T THE ONLY CURRENCY. BUT ENOUGH ATL TV MEDIA BUYING.... +1 EFFECTIVE FREQUENCY BUILD AD MEMORY DECAY RECENCY PERIOD SALES REPEAT USAGE DECAY LONG TERM CONVERSION EFFECTIVE FREQUENCY. The number of messages that need to be delivered to generate a consumer response The number of messages required within a specific time span before purchase decision RECENCY FREQUENCY. The time-span in days that the recency frequency is required within RECENCY PERIOD. A measure of the monthly percentage rate at which the target audience forgets commercial impacts MEMORY DECAY. 85% 1+ @ 6 OTS; 61% 3+
  47. 47. ENGAGEMENT & PARTICIPATION ARE STILL IMPORTANT. WE NEED TO BE SMARTER WITH AN EYE TO SCALE. Irrit ation Brands can make things easier Hay Fever Benadryl Social Pollen Count Fun Brands ma ke things mo re fun Drinks Smirnoff Nightlife Exchange negative motivation positi ve motivation lowinvolvementhighinvolvement Frustration Brand can make things simpler Diarrhoea! Aspiration Brands can inspi re Sports Nike+ My Rhythm Source: ingmar de lange / mountview UTILITY & SERVICE DESIGN TO CHANGE THE BEHAVIOUR OF A TIGHTLY TARGETED GROUP.
  48. 48. PLAN TO ENSURE ENGAGEMENT OR PARTICIPATION IMPACTS THE LESS INTERESTED MAINSTREAM VIA THE CREATIVE CONTENT OR CHANNEL PLAN THAT FEEDS & SURROUNDS IT. MASS? MASS EXPOSURE? Easy, relevant & brand related. A significant number of people will get involved & complete the process/action. Every interaction has a direct business effect on the person interacting. Fewer participants but what they produce or achieve is of greater public interest & spreads. Their participation & interactions have a direct business effect on people exposed to their outputs. Source: Nick Emmel
  49. 49. IS IT ENOUGH? TO IMPACT: COMMERCIALS? ATTITUDES? BEHAVIOUR?
  50. 50. SHARE OF VOICE & LEVEL OF A RESPONSE? When Share of Voice exceeds Share of Market a brand tends to grow The smaller the brand, the greater the “excess” SOV needs to be to succeed Paul Feldwick: “When VW changed its policy from spending below market share to spending above market share it doubled its share of the market in a few years.” Will our channels achieve Equilibrium SOV? Source: Marketing in the Era of Accountability
  51. 51. SOV alone is not enough. Using the right creative content as well as SOV is critical to drive returns. ESOV matters. Excess SOV delivers growth. On average, 0.5% share points for 10 point ESOV – but the rule works in reverse also, so beware of disinvestment. Brand size matters. Market leaders drive greater returns from SOV than challengers. Newness delivers higher gains. Launches/younger categories respond at a higher level. Short-termism is dangerous. Correct level of SOV + quality campaign = stronger brand. FIVE POINTS TO REMEMBER: Source: Why Share of Voice Matters 1. 2. 3. 4. 5.
  52. 52. ESOV THEORY ≠ NEED TO SPEND MORE. Where do your competitors focus their activity? Is there an opportunity to influence the consumer at a different stage?
  53. 53. BUT YOU DO NEED TO SPEND ENOUGH TO ACHIEVE THE RIGHT LEVEL OF RESPONSE (& KPIs*). *are they realistic? HARD METRICS. SOFT METRICS. Market Share. BHM Relevance & Consideration. BHM Performance Advantage. BHM Emotional Connection. Increased Purchase Frequency. Increased Spend per Trip. Increased Repeat Purchase. Unique visits. Downloads. Registrations. Product/WTB Pages viewed. Leads generated. Video Views. Content Shares.
  54. 54. Views Digital GRP Uniques/audience comp Awareness Lift Ad recall Lift View-through time Watch time Favourability Lift Consideration Lift Brand Interest Lift X-device conversion Search interest Sign-ups Calls Purchase Intent Lift Spend per Buyer Volume per Buyer Spend per Visit Volume per Trip Average Price Net Promoter Score Repeat Rate Loyalty Value Loyalty Volume Temkin Score Did we reach the right people in the right numbers? Did we improve image & change attitudes? Did we cause an action? Did we convert easily & delightfully? Did we deliver a great experience? Reach Resonance React Post- SaleSale THE DIGITAL CHALLENGE.Or “What gets easily measured gets too much attention”. Brand building in a digital world is about more than measures like “Engagement” or CTR.
  55. 55. Website Conversion Funnel 0000 | 0.00% XX% TOTAL WEBSITE TRAFFIC Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 Unresolved clicks 0000 | 0.00%Bounce REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 DISPLAY REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 MET OFFICE REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 SOCIAL PR REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 SEARCH REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 TRAFFIC SOURCE NAME REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 TRAFFIC SOURCE NAME 0000 | 0.00% XX% TOTAL DESKTOP TRAFFIC Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 Rest of Benadry.co.uk 0000 | 0.00%Desktop Bounce 0000 | 0.00% XX% TOTAL MOBILE TRAFFIC Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 Rest of m.Benadry.co.uk 0000 | 0.00%Mobile Bounce Device detection: Desktop Device detection: Mobile 0000 | 0.00% XX% SOCIAL POLLEN COUNT Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 Rest of Benadry.co.uk 0000 | 0.00%Exit site 0000 | 0.00% XX% SOCIAL POLLEN COUNT LANDING PAGE Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 App Store 0000 | 0.00%Google Play 0000 | 0.00%Exit site 0000 | 0.00%Rest of m.Benadry.co.uk 0000 | 0.00% WHERE TO BUY Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 Retailer website Exit site 0000 | 0.00% 0000 | 0.00%Rest of Benadry.co.uk 0000 | 0.00% WHERE TO BUY MOBILE Exit to: TOTAL VISTORS 0000000 UNIQUE VISITORS 0000000 Retailer website Exit site 0000 | 0.00% 0000 | 0.00%Rest of m.Benadry.co.uk 1.0 2.0 3.0 4.0 5.0 6.0 7.0 App Store 0000 | 0.00% 0000 | 0.00%Google Play MODEL THE JOURNEY & FUNNELS...
  56. 56. CTR 0.00% Native App Conversion Funnel XX% CLICK TO ADD HOTSPOT Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 0000 | 0.00%Close App Abandon process 0000 | 0.00% XX% SELECT LOCATION Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 Abandon process 0000 | 0.00% XX% SELECT SEVERITY Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 Abandon process 0000 | 0.00% XX% SELECT CAUSE Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 Abandon process 0000 | 0.00% XX% CLICK SUBMIT Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 Abandon process 0000 | 0.00% 0000 | 0.00% WHERE TO BUY Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 Rest of App 0000 | 0.00%Close App 2.0 0000 | 0.00%Retailer website 0000 | 0.00%Close App 0000 | 0.00%Close App 0000 | 0.00%Close App 0000 | 0.00%Close App REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 CPC/CPD DISPLAY RANK CTR 1 0.00% CLICKS/TRAFFIC 0000000 APP STORE LISTING REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 WEBSITE REFERRAL REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 PR/SOCIAL REFERRAL REACH/IMP/OTS CTR 0000000 0.00% CLICKS/TRAFFIC 0000000 SEARCH REACH/IMP/OTS 0000000 CLICKS/TRAFFIC 0000000 TRAFFIC SOURCE NAME 0000 | 0.00% XX% DOWNLOAD Exit to: TOTAL DOWNLOADS 0000000 Do not download Unknown APP STORE (CANNOT BE MEASURED) Exit to: TOTAL VISTORS Unknown UNIQUE VISITORS Unknown Unresolved clicks Bounce XX% OPEN APP Exit to: TOTAL USERS 0000000 UNIQUE USERS 0000000 0000 | 0.00%Never open 0000 | 0.00%Retailer website 0000 | 0.00% XX% TOTAL TRAFFIC FROM MOBILE MEDIA Exit to: TOTAL CLICKS 0000000 UNIQUE CLICKS 0000000 Unresolved clicks 0000 | 0.00%Bounce 3.0 4.0 5.0 1.0 CTR 0.00% 2.0 Native App Measures & KPIs % Conversion from traffic to downloads # Downloads 3.0 # Activations % downloads to activation # Users who open 1, 2, 3, 4, 5+ times overall/monthly/weekly Most popular areas Dwell Time App retention Shares to Facebook Shares to Twitter # Alarms set 4.0 % Successfully added hotspots # Hotspots added Total users who add hotspot Unique users who add a hotspot Repeat users who add a hotspot Total Visits to Where to Buy Unique Visits to Where to buy Exit by retailer type 5.0 1.0 # Number of ratings and reviews Star rating ...MEANS A BIG NUMBER HERE. CAN OUR CHANNEL PLAN DELIVER THE RIGHT QUANTITY & QUALITY? A BIG NUMBER HERE...
  57. 57. Channel Strategy is THE ART OF SACRIFICE. What can we do well? What can we afford to do well? THINK: FEWER, BIGGER, BETTER, LONGER.
  58. 58. APPROACHES. TRENDS. EFFECTIVENESS v RECEIVED WISDOM. DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO.
  59. 59. REAL-TIME PLANNING & BUYING. INSTINCT & AUTOMATION. Responding to culture & consumers looking for “super-fast opportunities to create super-current, super-topical content that millions of people can immediately share”. Real-time bidding (RTB) emerged at the intersection of data liquidity and inventory liquidity. Real-time bidding helps media buyers find audiences at scale. This drives performance ensuring an ad is seen by the audience most likely to respond. FAST PLANNING. DATA PLANNING.
  60. 60. Publisher Sponsorship Private Marketplace Exchange Publisher Inventory Waterfall OrderofPriority Advertiser A 100% of all Imps Guaranteed - Flat Rate for Fixed Time Advertiser A Advertiser B Advertiser C Guaranteed Impressions & Spend within a specified time window. Pub ad server determines which Advertiser to call Ad NetworkAd NetworkAdvertiser A SSP Waterfall AdEx Rubicon OpenX Pubmatic Auction DBM Turn MediaMath DSPs Real Time Bidding (RTB) DSP Internal Auction Advertiser A Advertiser B Advertiser C Advertiser AMax Bid $10 Advertiser B Advertiser A Max Bid $5 Max Bid $10 DSP Internal Auction DSP Internal Auction Preferred AccessDeal ID Deal ID Guaranteed Programmatic GuaranteedDSPAdvertiser A First Look DSPAdvertiser C Deal ID Deal ID PMP Tiers SSP Invite Only DSP DSP Advertiser A Advertiser B Deal ID Deal ID Deal ID Deal ID Planning Tool DMP PROGRAMMATIC BUYING. See Programmatic Sessions
  61. 61. REAL DATA DRIVEN SEGMENTATION & IDIOM. Browser Job function Value segment Travel in market Video usage Content usage Marital status Age Credit card holding CPG Food & Beverage Products in market Time on site Location Individual & their Job to be Done See Session
  62. 62. BRANDED ENTERTAINMENT & NATIVE ADVERTISING. Branded Entertainment essentially piggybacks on an entertainment property or story to marry the audience to it’s own mythology Four Forms: Product Placement Brand Integration Brand Sponsorship Branded Content Creation
  63. 63. NATIVE CONTENT: bluring the ethical lines between news, advertorial and advertising
  64. 64. PROPAGATION PLANNING. “Plan not for the people you reach, but the people that they reach.” MAP THE NETWORKS WITH DATA & IDIOM. (still valid - and still inspired by the late Griffin Farley)
  65. 65. Does i t stimulate a physical resp onse?* Will sharing it let people... Does it seem new and does it seem to be becoming popular? THE IDEA or THE ASSET GOOSE- BUMPS Express Themselves Fuel A Passion Get People to Respond Help Other People It stands a chance. It stands a chance. Make Life Easier Strengthen Bonds Define Group Identity Gain Status BLUSHES TEARS A-HA! AROUSAL FROWN SHOUT RAISED EYEBROWS SMILE LAUGHTER Good Enough to Share? Fighting it out from the marketing web to the real internet. *Not an exhaustive list. Rate the level of response on a scale of 1-10, anything less than 7 is a “meh” and the idea needs to be much stronger.Sources: Henry Jenkins, Convergence Culture Consortium MIT, Daren C. Brabham, Unruly, and Facebook
  66. 66. MOBILE = PEOPLE. MOBILE ≠ DEVICES. PERSONAL. CONTEXTUAL. IMMEDIATE. “People don’t want less of an experience on mobile. They just don’t want a brand picture of a woman smiling at salad.”
  67. 67. APPROACHES. TRENDS. EFFECTIVENESS v RECEIVED WISDOM. DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO.
  68. 68. DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO. BASICS OVER NOW BREAK THE RULES.
  69. 69. SOURCES & READING LIST: How Brands Grow Byron Sharp Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second Jenni Romaniuk, Virginia Beal, and Mark Uncles Channel planning: Effectiveness lies in channel integration Tim Broadbent Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal and Nina Lerner In search of digital ROI: Best practices for including digital data in marketing mix modeling Eric Schmidt Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad The New Multi-screen World: Understanding Cross-platform Consumer Behavior Google Planning for synergy: Harnessing the power of multi-platform media Ehrenberg-Bass Institute, 2012 The Multi-Screen Marketer conducted on behalf of the Interactive Advertising Bureau (IAB) Why share of voice matters Robert Whiteford, Nikki Clarke and Peter Field Unravelling the Gordian knot of brand contact Frank Harrison Media Strategy in the Era of Accountability (Plus the rest of the Era of Accountability study) Les Binet and Peter Field Short Term sales, Long term profit: How to get the balance right Les Binet and Peter Field The liberation of magic: How marketing science opens up creative opportunity Martin Weigel Plus others all in our Box Folder

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