The document discusses the role of digital channels in building brands. It notes that digital is not just a channel, and examines questions around the purpose of a brand's digital presence, such as whether it is meant to add reach, generate or fulfill demand, engage or build communities, and drive different types of sales. It also explores how to measure success beyond just clicks, shares or traffic. The document advocates measuring brand impact and strength over time, as clicks alone are not correlated with long-term brand influence. Charts show how different media compare on reach and saliency, and that online video outperforms TV for reach in Brazil and Latin America.
B&P 2016 - Como avaliar as campanhas de branding em digital?IAB Brasil
The document discusses how to evaluate branding campaigns in the digital space. It notes that clicks alone are not correlated with brand impact and that long-term brand success is more important than short-term metrics like clicks or shares. It also shows that while the reach of digital channels like online video and display is growing, television still has the highest average reach, especially in Brazil. The document advocates measuring broader brand metrics beyond just clicks in order to properly assess digital campaigns.
The document discusses how the Sitecore Online Marketing Suite (OMS) can help companies win more customers on the web. It combines web analytics, marketing automation, and return on investment tracking into a single tool. The OMS provides visitor experience analytics, real-time personalization, insights into campaign results, and enables sales teams with information on website prospects. It aims to help companies better leverage their websites and digital channels to measure marketing ROI. The OMS has the potential to change how companies approach web marketing by compelling them to make more use of their own online content and channels.
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
Evento AdTech & Data 2016 - How DMP turns data into results - Fernando Takaha...IAB Brasil
Data management platforms (DMPs) help marketers turn data into results by providing control over segmentation strategies, integrating with the broader marketing ecosystem, and protecting customer privacy and digital strategies. DMPs allow marketers to define customer segments, activate audiences across channels, and control how customer data is used and shared while complying with privacy regulations. The goal is to deliver personalized, relevant experiences to customers across devices and interactions.
LUMA's State of Digital Marketing at DMS West 15LUMA Partners
At LUMA Partners' inaugural Digital Marketing Summit, we presented the State of Digital Marketing, which provides our views on the market and significant trends in the digital marketing ecosystem. We hope you enjoy it.
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Sizmek analyzed data from over 240 billion ad impressions in 2014 to identify trends in viewability. They found:
1. Ads with over 70% viewability had significantly higher click-through and interaction rates than ads below 70%.
2. Viewability increased for richer formats like rich media and HTML5 compared to standard banners.
3. HTML5 ads had higher viewability than Flash ads across formats and regions.
4. Mobile-specific ad sizes had higher viewability than desktop sizes.
5. Ads served directly to publishers had higher viewability than programmatic ads.
6. For both direct and programmatic, mobile-specific sizes had higher viewability than
B&P 2016 - Como avaliar as campanhas de branding em digital?IAB Brasil
The document discusses how to evaluate branding campaigns in the digital space. It notes that clicks alone are not correlated with brand impact and that long-term brand success is more important than short-term metrics like clicks or shares. It also shows that while the reach of digital channels like online video and display is growing, television still has the highest average reach, especially in Brazil. The document advocates measuring broader brand metrics beyond just clicks in order to properly assess digital campaigns.
The document discusses how the Sitecore Online Marketing Suite (OMS) can help companies win more customers on the web. It combines web analytics, marketing automation, and return on investment tracking into a single tool. The OMS provides visitor experience analytics, real-time personalization, insights into campaign results, and enables sales teams with information on website prospects. It aims to help companies better leverage their websites and digital channels to measure marketing ROI. The OMS has the potential to change how companies approach web marketing by compelling them to make more use of their own online content and channels.
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
Evento AdTech & Data 2016 - How DMP turns data into results - Fernando Takaha...IAB Brasil
Data management platforms (DMPs) help marketers turn data into results by providing control over segmentation strategies, integrating with the broader marketing ecosystem, and protecting customer privacy and digital strategies. DMPs allow marketers to define customer segments, activate audiences across channels, and control how customer data is used and shared while complying with privacy regulations. The goal is to deliver personalized, relevant experiences to customers across devices and interactions.
LUMA's State of Digital Marketing at DMS West 15LUMA Partners
At LUMA Partners' inaugural Digital Marketing Summit, we presented the State of Digital Marketing, which provides our views on the market and significant trends in the digital marketing ecosystem. We hope you enjoy it.
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Sizmek analyzed data from over 240 billion ad impressions in 2014 to identify trends in viewability. They found:
1. Ads with over 70% viewability had significantly higher click-through and interaction rates than ads below 70%.
2. Viewability increased for richer formats like rich media and HTML5 compared to standard banners.
3. HTML5 ads had higher viewability than Flash ads across formats and regions.
4. Mobile-specific ad sizes had higher viewability than desktop sizes.
5. Ads served directly to publishers had higher viewability than programmatic ads.
6. For both direct and programmatic, mobile-specific sizes had higher viewability than
IAB Canada Roadshow 2015: The Future of Programmatic Advertising IAB Canada
30 under 30's Andrew Robitaille, Director of Sales, Eyereturn Marketing joined us for the 2015 IAB Canada Roadshow to share The Future of Programmatic.
Evento AdTech & Data 2016 - Data-driven creative for a programmatic world - D...IAB Brasil
This document discusses how data-driven creative can be used for programmatic advertising campaigns. It outlines a 5-phase process for developing dynamic, data-driven creative: 1) gathering insights from data sources, 2) collaborating on a digital brief, 3) designing and developing the creative, 4) QA testing and launching the campaign, and 5) learning and optimizing. The key is giving creatives access to data, improving data literacy, and driving a collaborative process between brands, agencies, and tech partners. Examples are provided of how data-driven creative has increased click-through rates and viewable impressions for companies.
Presentation: Video killed the Radio Star. Will Mobile Kill the Desktop?MediaPost
Mobile has fundamentally changed how people interact with the Internet and influenced media companies and advertisers to shift their business models to leverage the mobile-first approaches of Google, Facebook and Twitter. The proliferation of mobile advertising and commerce will continue in 2014, but will it come at the expense of desktop search engine marketing? Join CRT Capital Analyst Neil Doshi in a look at a proprietary survey of 1,700 Twitter users. He will share recent insights gleaned from the survey that can help brands capture the attention of Twitter's mostly mobile users.
PRESENTER
Neil Doshi, Managing Director and Senior Equity, CRT
Presented by Jay Kumar Kamala - Epinion Vietnam
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV
The document outlines the agenda for a two-day mobile marketing conference, including workshops on the first day and keynote speeches, panels, and discussions on the second day. Topics included adding mobile to marketing strategies, mobile messaging, apps, commerce, analytics, and engaging consumers. Speakers represented companies like Dell, Coca-Cola, Microsoft, and mobile technology firms. The conference provided industry leaders a forum to discuss best practices and trends in mobile marketing.
Digiday Publishing Summit Europe: New York TimesDigiday
The document discusses new approaches for news publishers to improve advertising effectiveness and revenue in the digital age. It outlines 4 approaches: 1) Changing the conversation around ad metrics to focus on long-term branding instead of just clicks. 2) Rethinking the display model to improve ad experiences. 3) Continuing to develop meaningful branded content. 4) Diversifying services such as influencer marketing, experiential marketing, and branded content studios. The key point is that news publishers need new strategies beyond just maximizing clicks to build sustainable advertising models.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
The document discusses the future of marketing measurement according to leaders from the Mobile Marketing Association (MMA). It notes that traditional marketing measurement is outdated and not capturing the full picture. The MMA is working to address this through initiatives like their Multi-Touch Attribution (MTA) framework, which aims to properly attribute marketing outcomes across all touchpoints. Research from the MMA has found that an optimized marketing mix including mobile can increase key metrics like sales by over 150%. Moving forward, the MMA believes the best approach is measuring performance and branding effects over both the short and long term through MTA.
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
LUMA's "The Evolving Digital Marketing Technology Landscape"LUMA Partners
LUMA Partners presents “The Evolving Digital Marketing Technology Landscape,” as presented at the AdExchanger Industry Preview conference on January 21, 2015. This presentation reviews some of the key topics discussed at the conference: convergence of AdTech and MarTech, as well as trends in mobile, convergent video and cross-channel.
This document discusses 7 predictions about the future of media:
1. Digital media consumption will continue to grow significantly and surpass traditional media consumption. Younger generations already consume most of their media digitally on mobile devices.
2. Subscription models will continue to be a major revenue driver for digital media companies, as consumers are increasingly willing to pay for digital content and services.
3. Native digital advertising that fits the format and consumption patterns of different digital platforms will thrive. Major tech companies already generate tens of billions annually from digital advertising.
4. The issue of ad blocking will eventually resolve as publishers, platforms, and advertisers improve ad experiences and consumers choose between free content with ads or paid subscriptions without ads.
The document discusses how retailers like Charlotte Russe are using mobile marketing to build customer databases and engage customers. It outlines Charlotte Russe's strategies, which include collecting opt-ins through point-of-sale, in-store collateral, incentives, and website integration. Charlotte Russe has built a database of hundreds of thousands of customers this way. The future of mobile CRM is also discussed, including more personalized targeting, centralizing customer data, and using rich media like video for higher engagement.
Olympia Pratesi (Outbrain) - Come incrementare le vendite del tuo ecommerce c...Ecommerce HUB
Il Native è al crocevia tra i cambiamenti nelle abitudini di acquisto dei consumatori e le continue innovazioni tecnologiche al servizio dell’industria pubblicitaria. Si prevede che il Native sarà per questa ragione il primo formato di pubblicità digitale nei prossimi anni. In questo panel verranno condivisi alcuni dei principali dati provenienti da diversi studi di mercato condotti da Outbrain, dove si analizza la percezione dei consumatori riguardo a diversi formati pubblicitari. Olympia Pratesi, Team Lead Agency Sales di Outbrain Italia, vi accompagnerà nella scoperta delle sfide e dei punti di forza del Native Advertising applicato all’ecommerce. Condividerà inoltre insights, strumenti e best practice di aziende di vari settori che hanno incrementato il ROI e l’engagement dei propri eCommerce grazie al Native Advertising.
This document discusses new ways to value premium digital display advertising. It provides case studies on guarantees, viewability, and measuring success on hard-to-measure products like gaming campaigns on Facebook. For guarantees, it suggests questions to ask about audience targets and performance expectations. On viewability, it notes technical limitations and suggests minimum thresholds. The Facebook case study used a control group methodology to measure lift across key metrics from gaming ads on areas like review sites, product pages, and search.
- Path To Conversion defined.
- How can we draw insights to help us understand the effectiveness of our media at different parts of a customer journey?
- Can we evaluate by Channel and / or media Tactic?
- What are key recommendations using this tool?
- How the channel / tactic split differs quite a lot between Last Event vs, 1-9 Events?
- How we can index media channel according to media tactic?
The document summarizes trends in digital media spending and advertising in 2011. Key points include:
- Razorfish ad spending grew over 25% in 2011, marking the third year of over 20% growth.
- Spending was distributed across search, display, mobile, social networks, and ad exchanges. Ad exchange spending grew over 60%.
- The number of publisher partners declined as focus shifted to fewer, more strategic partners accounting for 80% of spending.
- Investment in paid social media like Facebook increased as platforms grew massively in scale and marketers engaged in two-way dialogue.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.
As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”
But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.
Today’s customers engage only on their terms, not yours.
Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?
ADTECH&DATA 2017 - Palestra "The future of supply brand safety and inventory ...IAB Brasil
The document discusses the issues of supply quality, fraud, and brand safety in digital advertising. It notes that ad fraud will cost an estimated $16.4 billion in 2017 and that nearly 20% of digital ad spending in 2016 was "wasted". The document outlines the types of fraud like invalid traffic and domain spoofing. It emphasizes the importance of managing inventory quality through strategies like working with supply partners that enforce transparency and have fraud policies. The document also stresses managing brand safety by defining what is safe for brands, using contextual tools, and having protocols to address brand association questions.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
IAB Canada Roadshow 2015: The Future of Programmatic Advertising IAB Canada
30 under 30's Andrew Robitaille, Director of Sales, Eyereturn Marketing joined us for the 2015 IAB Canada Roadshow to share The Future of Programmatic.
Evento AdTech & Data 2016 - Data-driven creative for a programmatic world - D...IAB Brasil
This document discusses how data-driven creative can be used for programmatic advertising campaigns. It outlines a 5-phase process for developing dynamic, data-driven creative: 1) gathering insights from data sources, 2) collaborating on a digital brief, 3) designing and developing the creative, 4) QA testing and launching the campaign, and 5) learning and optimizing. The key is giving creatives access to data, improving data literacy, and driving a collaborative process between brands, agencies, and tech partners. Examples are provided of how data-driven creative has increased click-through rates and viewable impressions for companies.
Presentation: Video killed the Radio Star. Will Mobile Kill the Desktop?MediaPost
Mobile has fundamentally changed how people interact with the Internet and influenced media companies and advertisers to shift their business models to leverage the mobile-first approaches of Google, Facebook and Twitter. The proliferation of mobile advertising and commerce will continue in 2014, but will it come at the expense of desktop search engine marketing? Join CRT Capital Analyst Neil Doshi in a look at a proprietary survey of 1,700 Twitter users. He will share recent insights gleaned from the survey that can help brands capture the attention of Twitter's mostly mobile users.
PRESENTER
Neil Doshi, Managing Director and Senior Equity, CRT
Presented by Jay Kumar Kamala - Epinion Vietnam
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV
The document outlines the agenda for a two-day mobile marketing conference, including workshops on the first day and keynote speeches, panels, and discussions on the second day. Topics included adding mobile to marketing strategies, mobile messaging, apps, commerce, analytics, and engaging consumers. Speakers represented companies like Dell, Coca-Cola, Microsoft, and mobile technology firms. The conference provided industry leaders a forum to discuss best practices and trends in mobile marketing.
Digiday Publishing Summit Europe: New York TimesDigiday
The document discusses new approaches for news publishers to improve advertising effectiveness and revenue in the digital age. It outlines 4 approaches: 1) Changing the conversation around ad metrics to focus on long-term branding instead of just clicks. 2) Rethinking the display model to improve ad experiences. 3) Continuing to develop meaningful branded content. 4) Diversifying services such as influencer marketing, experiential marketing, and branded content studios. The key point is that news publishers need new strategies beyond just maximizing clicks to build sustainable advertising models.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
The document discusses the future of marketing measurement according to leaders from the Mobile Marketing Association (MMA). It notes that traditional marketing measurement is outdated and not capturing the full picture. The MMA is working to address this through initiatives like their Multi-Touch Attribution (MTA) framework, which aims to properly attribute marketing outcomes across all touchpoints. Research from the MMA has found that an optimized marketing mix including mobile can increase key metrics like sales by over 150%. Moving forward, the MMA believes the best approach is measuring performance and branding effects over both the short and long term through MTA.
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
LUMA's "The Evolving Digital Marketing Technology Landscape"LUMA Partners
LUMA Partners presents “The Evolving Digital Marketing Technology Landscape,” as presented at the AdExchanger Industry Preview conference on January 21, 2015. This presentation reviews some of the key topics discussed at the conference: convergence of AdTech and MarTech, as well as trends in mobile, convergent video and cross-channel.
This document discusses 7 predictions about the future of media:
1. Digital media consumption will continue to grow significantly and surpass traditional media consumption. Younger generations already consume most of their media digitally on mobile devices.
2. Subscription models will continue to be a major revenue driver for digital media companies, as consumers are increasingly willing to pay for digital content and services.
3. Native digital advertising that fits the format and consumption patterns of different digital platforms will thrive. Major tech companies already generate tens of billions annually from digital advertising.
4. The issue of ad blocking will eventually resolve as publishers, platforms, and advertisers improve ad experiences and consumers choose between free content with ads or paid subscriptions without ads.
The document discusses how retailers like Charlotte Russe are using mobile marketing to build customer databases and engage customers. It outlines Charlotte Russe's strategies, which include collecting opt-ins through point-of-sale, in-store collateral, incentives, and website integration. Charlotte Russe has built a database of hundreds of thousands of customers this way. The future of mobile CRM is also discussed, including more personalized targeting, centralizing customer data, and using rich media like video for higher engagement.
Olympia Pratesi (Outbrain) - Come incrementare le vendite del tuo ecommerce c...Ecommerce HUB
Il Native è al crocevia tra i cambiamenti nelle abitudini di acquisto dei consumatori e le continue innovazioni tecnologiche al servizio dell’industria pubblicitaria. Si prevede che il Native sarà per questa ragione il primo formato di pubblicità digitale nei prossimi anni. In questo panel verranno condivisi alcuni dei principali dati provenienti da diversi studi di mercato condotti da Outbrain, dove si analizza la percezione dei consumatori riguardo a diversi formati pubblicitari. Olympia Pratesi, Team Lead Agency Sales di Outbrain Italia, vi accompagnerà nella scoperta delle sfide e dei punti di forza del Native Advertising applicato all’ecommerce. Condividerà inoltre insights, strumenti e best practice di aziende di vari settori che hanno incrementato il ROI e l’engagement dei propri eCommerce grazie al Native Advertising.
This document discusses new ways to value premium digital display advertising. It provides case studies on guarantees, viewability, and measuring success on hard-to-measure products like gaming campaigns on Facebook. For guarantees, it suggests questions to ask about audience targets and performance expectations. On viewability, it notes technical limitations and suggests minimum thresholds. The Facebook case study used a control group methodology to measure lift across key metrics from gaming ads on areas like review sites, product pages, and search.
- Path To Conversion defined.
- How can we draw insights to help us understand the effectiveness of our media at different parts of a customer journey?
- Can we evaluate by Channel and / or media Tactic?
- What are key recommendations using this tool?
- How the channel / tactic split differs quite a lot between Last Event vs, 1-9 Events?
- How we can index media channel according to media tactic?
The document summarizes trends in digital media spending and advertising in 2011. Key points include:
- Razorfish ad spending grew over 25% in 2011, marking the third year of over 20% growth.
- Spending was distributed across search, display, mobile, social networks, and ad exchanges. Ad exchange spending grew over 60%.
- The number of publisher partners declined as focus shifted to fewer, more strategic partners accounting for 80% of spending.
- Investment in paid social media like Facebook increased as platforms grew massively in scale and marketers engaged in two-way dialogue.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.
As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”
But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.
Today’s customers engage only on their terms, not yours.
Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?
ADTECH&DATA 2017 - Palestra "The future of supply brand safety and inventory ...IAB Brasil
The document discusses the issues of supply quality, fraud, and brand safety in digital advertising. It notes that ad fraud will cost an estimated $16.4 billion in 2017 and that nearly 20% of digital ad spending in 2016 was "wasted". The document outlines the types of fraud like invalid traffic and domain spoofing. It emphasizes the importance of managing inventory quality through strategies like working with supply partners that enforce transparency and have fraud policies. The document also stresses managing brand safety by defining what is safe for brands, using contextual tools, and having protocols to address brand association questions.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
The document provides guidelines for improving the performance of standard banner ads based on an analysis of billions of impressions. The four key recommendations are: 1) use sites with focused content rather than general sites, 2) use larger ad sizes for more visibility, 3) leverage automatic creative optimization to serve the highest performing ads, and 4) retarget users who have been exposed to ads previously to increase frequency. The document also discusses how standard banners can impact users and drive outcomes beyond just clicks.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Omni-channel marketing involves orchestrating a seamless customer experience across all channels. Leaders in omni-channel marketing proactively influence the customer experience and adopt new technologies, outperforming others. As mobile devices become the primary way customers engage, true omni-channel requires integrating phone calls and conversations into the marketing.
This document discusses the importance of omni-channel marketing and integrating phone calls into marketing strategies. It notes that 90% of consumers use multiple devices to accomplish goals, and that mobile is becoming the primary channel for many activities like search, email, display, and social media. While digital channels are growing, phone calls remain very important for many high-consideration activities and conversations. The document promotes a company called Invoca that provides tools to integrate phone calls and call data into omni-channel marketing, advertising, and analytics.
2014 Luxury Ecommerce Market Research Survey ResultsDavid Matthews
The document summarizes findings from a 2014 benchmarking study conducted by Luxury Interactive. Key findings include:
- 83% of respondents reported annual online revenues of less than $50 million.
- Most respondents saw increases in key online metrics like conversion rates and customer repeat visits over the past year.
- Most companies plan to invest in SEO, SEM, display advertising, personalization and email over the next 12-18 months.
- Nearly half of marketing budgets are spent on ecommerce, online and digital initiatives.
The document summarizes findings from a 2014 benchmarking study conducted by Luxury Interactive. Key findings include:
- 83% of respondents reported annual online revenues of less than $50 million.
- Most respondents saw increases in key online metrics like conversion rates and customer repeat visits over the past year.
- Most companies plan to invest in SEO, SEM, display advertising, personalization and email over the next 12-18 months.
- Nearly half of marketing budgets are spent on ecommerce, online and digital initiatives.
New Communications in a Networked World: The Philips Case StudyPRovoke Media
Philips aims to become a leader in health and well-being through meaningful innovations that improve lives. Growing demand will come from aging populations, environmental awareness, and emerging markets. Social media is blurring lines between marketing and PR, with trust in peer recommendations over advertisements. Studies show companies benefitting from social media through increased sales, customer satisfaction, knowledge sharing, and reduced costs. Philips' digital strategy focuses on consistency, continuity, creativity, and understanding customers through engagement rather than just transactions.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
This document provides benchmarks for native advertising formats and industries based on data from the Zemanta One platform. Some key findings include:
- Image Overlay and In-App formats had the highest click-through rates, while Related Articles had a lower CTR but higher cost-per-click.
- Food & Drink and Arts & Entertainment content performed well, while Technology had lower CTRs.
- On average, native advertising has much lower costs than display (CPC of $0.16 vs $0.55) and search, making it effective for top-of-funnel awareness campaigns.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Com score - ad analytics-booklet - lessons learned in digital advertisingNguyen Dang Vu
This document provides lessons learned from digital advertising based on comScore's research. It identifies key issues like clicks being an incomplete metric, challenges with cookie-based targeting and measurement, and the need for viewability, brand safety and non-human traffic measurement for transparency. It also discusses how industry benchmarks can help set expectations for campaign delivery given limitations of digital advertising. The document aims to guide more effective planning, evaluation and results for media buyers and sellers.
Measuring the Effectiveness of Online Advertising: Lessons LearnedCom score ...Adheaven.net
This document discusses measuring the effectiveness of online advertising and lessons learned. It finds that clicks are a misleading metric and don't reflect brand building effects. Continuous behavioral panels that don't rely on cookies are presented as a solution to more accurately measure advertising effectiveness. The document also discusses how online advertising can increase site visits and lift retail sales, both online and offline, even with minimal clicks. It emphasizes that the strength of creative is a major driver of advertising impact.
Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.
Building Brands with Integrated Campaigns - Millward BrownMerlien Institute
This document provides a summary of key insights from the Insight Valley Asia 2013 conference held on May 16-17 in Bangkok, Thailand. The conference discussed optimizing integrated marketing campaigns through the effective use of multiple communication channels including television, print, radio, outdoor and online. Presentations showed that while television remains important for awareness, online and other channels are more effective for brand engagement. An optimal integrated marketing strategy uses multiple channels to maximize reach beyond television alone and deliver additional synergistic benefits. Getting the online creative element right also significantly impacts campaign performance.
Nielsen's maximizing digital roi bootcamp presentationMasha Geller
The American public is consuming more video content across various platforms each month. On average, Americans now consume 224 hours of content per month on TVs, computers, and mobile devices, an increase of 7 hours from the previous year. Mobile devices and digital platforms experienced the highest growth in consumption. As more devices become connected, the number of connected devices is expected to increase dramatically by 2020. However, measuring the effectiveness of advertising on new platforms like mobile remains a challenge due to issues with accuracy, frequency of impressions, and comparability of metrics across platforms. Nielsen is working to address these challenges and better understand cross-platform reach and effectiveness of advertising.
Similar to 1 apresentação maura coracini millward brown (20)
El documento habla sobre cómo las empresas de consumo masivo pueden usar el comercio electrónico para fortalecer su marca. Menciona que las compañías pueden lograr esto a través de curar contenido relevante para los consumidores, ofrecer valor y experiencias aspiracionales con las marcas, y brindar beneficios como recetas y listas de compras en línea. Finalmente, destaca que una campaña de marketing de rendimiento en e-commerce mejoró las métricas comerciales y sirvió como una campaña de posicionamiento de marca.
This document summarizes learnings from a consumer health company's eShopper program. It discusses key market trends like mobile commerce and social media influencing purchases. It then describes how the company integrated its marketing, digital, and IT teams to better serve shoppers. A case study on a successful Hot Sale campaign is provided, highlighting how the company expedited the consumer journey, ensured a good shopping experience, and drove conversion through influencers. Key learnings included that reducing steps and adding options increased conversion rates and sales.
This document discusses the rise of e-commerce and marketplaces in Latin America and their potential for advertising. It notes that while e-commerce penetration is lower in Latin America compared to other regions, it is growing rapidly and expected to double in size within five years. Marketplaces provide access to large audiences with a purchasing mindset and are winning a growing share of digital ad spending. The document argues that while marketplaces were initially seen as only performance marketing channels, they can also serve as effective branding tools by helping brands discover and influence customers earlier in their purchasing journeys. It provides several examples and insights into customer behavior that marketplaces can uncover to help brands optimize for discovery, consideration, and purchase.
Este documento discute la relación entre las campañas de branding y performance. Explica que el branding busca construir y posicionar los valores de la marca, mientras que el performance busca obtener una respuesta del público objetivo. También propone que el funnel ya no tiene etapas jerárquicas sino que se integra de forma colaborativa. Finalmente, sugiere que la conversión ya no solo es la venta, sino también otros objetivos como interacciones o suscripciones que cambien el comportamiento del consumidor en línea con la marca.
La MMA es la principal asociación sin fines de lucro del ecosistema mobile en el mundo, con más de 800 empresas asociadas de aproximadamente 50 países. Su misión es abrir posibilidades para la innovación y crear negocios de valor perdurable en un mundo cada vez más dinámico y conectado a través de tecnologías móviles. El documento proporciona contactos de la MMA para diferentes países de Latinoamérica.
Este documento presenta los resultados de una campaña de marketing digital realizada por Johnson Baby en Argentina para vincular la inversión en redes sociales móviles con las ventas físicas en tiendas. La campaña midió el impacto de los anuncios en Facebook en el recuerdo de la marca, la intención de compra y las ventas reales en tiendas seleccionadas en Buenos Aires versus Santa Fe. Los resultados mostraron un aumento en el recuerdo de la marca, la intención de compra y las ventas físicas, estableciendo una relación
Este documento resume los hallazgos clave de un informe sobre el comportamiento móvil de los consumidores en Argentina en 2019. Los consumidores están cada vez más conectados pero también más preocupados por la privacidad y seguridad de sus datos. A pesar de la crisis económica, los smartphones siguen siendo muy importantes. Los consumidores usan sus dispositivos móviles principalmente para comunicarse y acceder a contenido y redes sociales.
El documento describe una campaña de marketing móvil realizada por Pirelli para medir su impacto fuera de línea. La campaña se dividió en dos fases, una inicial de aprendizaje que incluyó un estudio de brandlift, y una segunda de retargeting y atribución de visitas a tiendas. Los resultados mostraron un aumento del 22-35% en las ventas en diferentes regiones de Argentina entre 2018 y 2019.
La plataforma permite a los anunciantes comprar publicidad y vender productos a través de Rappi, integrando el checkout y la logística de última milla. Esto permite que los anunciantes puedan llevar al consumidor desde la publicidad hasta la compra y entrega del producto en minutos. Un caso con Brahma mostró un incremento del 20% en las ventas al realizar una campaña georeferenciada cerca de sus tiendas.
Neuroscience research shows that:
1) The human brain needs less than half a second to engage with mobile advertising and trigger a cognitive response.
2) Video ads are more effective at generating emotional responses in under a second compared to static ads due to the use of motion.
3) Weak ads that perform poorly are processed faster by the brain and can trigger negative responses in less than a second.
O documento discute como a inteligência artificial (I.A.) pode melhorar a experiência do cliente através de canais de atendimento automatizados e personalizados que resolvem problemas rapidamente a qualquer hora. A I.A. pode ser usada para triagem e geração de leads, bem como análise comportamental para conversão de vendas. A chave é começar com escopos pontuais que resolvam as maiores dores dos clientes, como automatizar respostas a status de pedidos.
Esta pesquisa mostra que a maioria dos brasileiros joga games mobile diariamente, principalmente jogos de estratégia e ação. Os principais motivos para jogar são diversão, relaxamento e exercício mental. A maioria assiste vídeos publicitários para ganhar vidas extras nos jogos e se lembra mais das imagens dos anúncios do que de outros detalhes.
O documento resume os resultados de uma pesquisa realizada entre 2018-2019 sobre a presença feminina em agências de publicidade no Brasil. A pesquisa mostrou que 51% das agências são compostas por mulheres, 53% das lideranças são femininas e 41% do tempo de criação é do sexo feminino. Quando comparado com uma pesquisa de 2015, a presença de mulheres em cargos criativos aumentou de 20% para 26%, e em cargos de liderança de 6% para 14%.
O documento resume os principais pontos do Mobile World Congress (MWC) e do South by Southwest (SXSW) de 2019. O MWC discutiu temas como 5G, Internet das Coisas (IoT) e inteligência artificial, enquanto no SXSW o foco foi no ser humano e no futuro das novas tecnologias. Ambos os eventos exploraram como a inovação e a criatividade estão moldando a experiência do consumidor móvel.
Presentación de Adsmovil
Si quiere más información puede descargar el informe completo de Gaming en Latam en:
https://adsmovil.com/mobile-gaming-latam-2019/
Este documento discute los desafíos del contenido patrocinado en un contexto móvil. Explica que debido a que la mayoría de las personas usan dispositivos móviles para acceder a las redes sociales, el contenido debe crearse teniendo en cuenta el contexto, la audiencia y el momento en que se consume la información. También muestra que a pesar del crecimiento en la inversión de contenido patrocinado, muchas marcas aún no saben cómo crear contenido efectivo para dispositivos móviles.
El documento analiza los ganadores de Cannes 2018 en las categorías digitales. Se muestra que agencias como BBDO, McCann y R/GA lideraron en número de premios. Estados Unidos fue el país con más galardones. También se discute el uso de datos de Facebook para segmentar a votantes en elecciones y cómo esto podría afectar el futuro de las agencias de publicidad.
El documento habla sobre cómo el marketing de movilidad en el futuro se centrará más en el destino que en la geolocalización. Waze sabe cómo se mueven las personas mejor que nadie a través de datos sobre rutas, proximidad, destinos, paradas y duración de paradas. El marketing basado en destinos puede aumentar las ventas en tiendas físicas entre un 15-35% al ayudar a los clientes a encontrar fácilmente las ubicaciones.
El documento analiza el comportamiento de los usuarios móviles en Chile. Muestra que las personas pasan mucho tiempo en sus dispositivos móviles comunicándose y viendo contenido en línea. El tamaño de pantalla y la calidad de la cámara son características importantes al elegir un teléfono. Además, las redes sociales han reemplazado a los medios tradicionales como fuente principal de noticias e información. El comercio electrónico a través de los teléfonos también está aumentando, especialmente entre los más jóven
3. ?
WHAT’S THE
ROLE OF YOUR
digital
channel
3
To add reach to a campaign… or to work alongside other channels?
To fulfil demand… or to generate it?
To engage with a community, or to build one?
To drive e-commerce or acquisitions, or offline sales?
To take the place of TV, or of print?
To target people at home, at work, in-store?
To drive brand awareness, or consideration, or trial?
5. 5
click here
TO BUY NOW? SHORT-TERM SUCCESS IS IMPORTANT.
But for most brands long-term success is even more important.
POWER
Meaningful
Different
Salient
VOLUME
BOUGHT
(index to average)
LOW
0.44
MEDIUM
0.68
HIGH
2.2
BRAND STRENGHT
Brands that are Meaningful, Different and Salient
are the ones that generate greater volume share.
6. Clicks are
not
correlated
with brand
impact
6
Source: “Can Rich Media Metrics Predict Brand Impact?” by Ken Mallon (Dynamic Logic) and Rick Bruner (Google)
Click Rate vs Impact on Advertising Awareness
Linear regression
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0.40
Click rate (log)
Adawareness
0.20
0.00
-6.00 -4.00 -2.00 -0.00
7. 7
* Source: Sizmek Benchmarks Report 2014 (Sizmek is a leading ad-server). For Australia, in 2013, the average CTR (click-through rate) of a standard
banner ad was 0.06%. For Rich Media banners, the average CTR was 0.13%.
CLICK ME
Less than 0.2%*
OF ONLINE BANNER ADS
ever get clicked on
if you’re only measuring your digital activity with click-based metrics…then
you’re ignoring the brand effect the ad had on the other 99% of people who
saw it
8. 8
1 2 3
HOW WELL DOES
DIGITAL WORK?
How does digital
performance compare
with other media
WHAT HELPS
IT WORK
What have we learned
about what makes
digital work harder
CAN IT WORK
EVEN HARDER
How can we make it
even more impactful
10. Channel Reach
– LatAm (incl.
Brasil)
CrossMedia
10
Source: MB CrossMedia Studies – CANDE database
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ONLINE VIDEO RADIO ONLINE DISPLAY OOH TV
% Reach by channel:
1. Average from 46 studies
2. Range: 1 standard deviation from mean – covers 70% of results
11. But Online
video out
performs TV in
Brasil +LatAm.
CrossMedia
TV has most
impact on
saliency
globally.
11
2,0%
1,0% 0,9%
1,2%
1,3%
1,7%
0,9%
0,7%
0,9%
2,0%
Global Brasil+LatAm
Salience - % lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
Source: MB CrossMedia Studies – CANDE database
12. Again Online
performs
well vs TV
- CrossMedia
12
Brand Associations & Imagery - % lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
1,4%
1,2%
0,9% 0,9% 1,0%
1,7%
1,0%
0,6%
0,7%
1,5%
Global Brasil+LatAm
Source: MB CrossMedia Studies – CANDE database
13. In LatAm
Online Video
is the winning
driver, but
online display
performs well
too
- CrossMedia
13
Brand Motivation - % lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
1,2%
0,9%
0,8%
1,0%
1,1%
1,5%
0,6% 0,7%
1,1%
2,0%
Global Brasil+LatAm
Source: MB CrossMedia Studies – CANDE database
14. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Spend
Saliency
Association
Motivation
Globally Online
Brand ROI is
better than TV
14
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
Source: MB CrossMedia Studies – CANDE database
Share of CrossMedia impact vs. Share of campaign spend – Global
15. In Brasil +
LatAm Online
Brand ROI is
VERY strong vs
TV
15
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Spend
Saliency
Association
Motivation
Source: MB CrossMedia Studies – CANDE database
Share of CrossMedia impact vs. Share of campaign spend – Brasil+LatAm
16. % Reach by Channel
O Digital
extends TV
Reach
16
Source: Average of 13 emerging market CrossMedia studies conducted by Millward Brown for Google
TV 61% 16% 5%
18. 18
Source: MB MarketNorms Database of all Brand Lift Studies
We see good impact across all measures in Brand Lift studies
3,0%
4,8%
3,3%
2,3%
2,0%
0,9%
4,0%
2,3%
0,7%
0,4%
1,3%
3,2%
1,8%
0,6%
0,4%
Aided Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent
Brand Lift Norms
Global Brasil+LatAm Brasil
BUT Brasil & LatAm are a little behind global performance
19. 11,5%
7,9% 6,8%
4,0%
0,7% 0,4%
-2,6%
-5,7% -5,9%
19
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - Good campaigns are very powerful, but…..
If you get it wrong, your digital campaign could have a negative impact on the brand
%differenceExposedvsControl
It’s not enough to be entertaining, you need to be relevant to cut through the inertia barrier
Best (top 20%) Worst (bottom 20%)Average
BRAND FAVOURABILITY PURCHASE INTENTONLINE AD AWARENESS
Brasil + LatAm: Best vs Worst quintile campaigns
20. 20
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - Prominence of Brand matters
Consistent branding drives awareness and ensures impact of message
attaches to right brand
1,8
-1,5
3,2
1,2
No/Partial Logo Presence 100% Logo Presence
ONLINE AD AWARENESS BRAND FAVOURABILITY
Brasil + LatAm - % of logo presence in ads– average lift in metric
%differenceExposedvsControl
21. Brasil campaign results – in target respondents vs. all – average lift in metric
21
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - good targeting helps online perform better
Make sure your message reaches the people it is meant too
1,8%
0,4%
2,7%
0,6%
Message Association Purchase Intent
All In Target
%differenceExposedvsControl
22. 22
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - Higher frequencies deliver bigger impact
But beware of diminishing returns……
0,5%
1,4%
0,5%
0,2%
2,4%
5,4%
0,7%
0,4%
Aided Awareness Online Ad Awareness Brand Favorability Purchase Intent
1 -3 frq 4+ frq
Brasil campaign results by frequency – average lift in metric
24. Share de tempo em
telas digitais é de
69%
Digital has
the eyeballs
24
28
33
28
22 26
11
12
11
12
9
30
30
30
29 28
24
19
25 28 27
3
3
2
2 35
4
4
6 8
Radio Newspaper/magazine TV PC/laptop Tablet Mobile
Brazil 16 - 24 25 - 34 35 - 44 45 - 54Total time spent on
devices and media
(hrs/day)
Share of time
on devices (%)
Share of time
on media (%)
9.8 11.0 9.4 9.0 10.5
25. % Share of
Brasil
Media Spend
25
Source: This Year, Next Year - December 2015, Group M
0
10
20
30
40
50
60
70
80
2009 2010 2011 2012 2013 2014 2015f 2016f
TV
Radio
Newspapers
Magazines
Outdoor
Internet
26. % Share of
Global Media
Spend
26
Source: This Year, Next Year - December 2015, Group M
0
10
20
30
40
50
60
70
80
2009 2010 2011 2012 2013 2014 2015f 2016f
TV
Radio
Newspapers
Mags
OOH
Internet
27. Target
with care
27
NET (+ve
minus –ve)
Your interests
(passions, hobbies & pastimes)
The type of brands you like or follow
The type of surrounding context
(show, website)
Video viewing history
Where you live
Your social media profile
Your online shopping history
Where you are when the video is shown
Your web browsing history
Your online search history
Your demographic profile
(age, gender etc.)
-15
-18
-17
-21
-20
-19
-22
-18
-24
-22
-22
48
47
40
39
39
39
38
37
36
36
36
-50 -30 -10 10 30 50
+33
+29
+23
+18
+19
+20
+16
+19
+12
+14
+14
NEGATIVE POSITIVE
Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
Source: AdReaction Video Brazil
28. Use the right
creative
formats
28
NET (+ve
minus –ve)
NEGATIVE POSITIVE
Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
Source: AdReaction Video Brazil
-12
-19
-23
-25
-21
-38
-43
-54
-51
66
49
48
46
45
30
27
23
19
-100 -80 -60 -40 -20 0 20 40
Mobile app reward
Skippable pre-roll
Skippable mobile pop-up
Social click-to-play
In-banner click-to-play
Social auto-play
In-banner auto-play
Pre-roll
Mobile app pop-up
+54
+30
+25
+21
+24
-8
-16
-31
-32