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.

1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

3. Building Brands with
Integrated Campaigns
MILLWARD BRO WN CRO SSMEDIA RESEARCH™
1

4. What do we mean by “brand impact”
Campaign Total Sales
Performance
Emotion
Popularity
Dynamism
Difference
Value
Salience
Brand
Engagement
The Sales Response Effect
The Brand Effect
Strengthens loyalty
of existing users and
brings new users into brand
Sustained, longer term
Immediate, short term
Mostly incremental sales
to existing users

5. Understanding campaign impact on brand
performance using CrossMedia Research
Did the campaign impact on the brand in
the way we wanted to
Did the campaign deliver impact cost
efficiently?
How could we further optimise brand
impact in future?
Did campaign reach the right people?

6. Campaign Impact – Campaign Metric 'A'
Campaign Impact
Ongoing Influences
Underlying Involvement
4
Contribution of key factors to end of campaign level for Metric 'A'
50%
10%
5%
0%
20%
40%
60%
80%
100%
Metric 'A'

7. Non-Campaign Factors
5
What are the other drivers of key metrics aside from the campaign?
50%
10%
5%
0%
20%
40%
60%
80%
100%
Metric 'A'
40%
20%
20%
10%
10%
Previous
Campaign
Positive Brand
Experience
POS
Media
Coverage
(PR)
Word of
Mouth

8. Campaign Impact and Media Breakdown - Metric
'A'
6
How important was each channel in delivering the campaign impact?
50%
10%
5%
0%
20%
40%
60%
80%
100%
Metric 'A'
40%
20%
20%
10%
10%
TV
Print
Radio
Outdoor
Online
Campaign impact and media contributions

9. What have we seen across Asia
Pacific so far?
01

10. TV is still the big driver of awareness, though
others help too
0%
1%
2%
3%
4%
5%
Magazines Newspapers Online Outdoor TV
75%36%38%30% 37%
Channel
Reach

11. But online and other channels are more important
when it comes to overall brand engagement
0%
1%
2%
3%
Magazines Newspapers Online Outdoor TV
75%36%38%30% 37%
Channel
Reach

12. And averages hide huge variation in channel
performance across campaigns
0%
2%
4%
6%
8%
10%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reach
POS
TV
Newspapers
Magazine
Online
Outdoor
Variation in Channel Performance on Brand Engagement and Reach
ContributionperReachPoint

13. Cluttered TV ecosystems are driving massive, and
wasteful, TV spends
6000
4000
577
Indonesia
Philippines
UK

14. TV underperforms relative to investment, while
online, print and in-store are all efficient media
Online
Cinema
Radio
OOH
In-store
ContributionInvestment
radio
online
OOH
online
TV
TV
Online
OOH
Print
Print
Cinema
Radio
In-store

15. So what makes a successful
integrated campaign?
02

16. Integrated media helps build campaign reach
beyond the TV core
Source: CrossMedia Research study, leisure, North Asia
Online
84%
71%
42%
26%
Total Campaign TV Online Magazine
Family with 3-11 yrs kids
TV
Magazines
+13% Non-
TV reach
18-29 yrs Non Family
80%
60%
40% 34%
Total Campaign TV Online Magazine
+20% Non-
TV reach
Online
TV
Magazines

17. Using online video also improves the distribution
of TVC across target audience
88%
41%
70%
36%39% 33%
0%
37%
TV Online video
Heavy TV Medium TV Light TV No TV
Reach of AV channels by TV exposure group
5.1
4.4
2.8
5.3
1.9
4.1
0
6.9
TV Online video
Frequency of AV channels by TV exposure group

18. But all this still
counts
If TV reach is already high, others channels may not build reach much
Online 25%
TV 83% total reach
Magazines 16%
Only +5%
Non TV reach
Case Study: Malaysia, hair care

19. Using multiple channels broadens brand impact by
hitting more areas of the brand
0%
1%
2%
3%
4%
5%
Presence Consideration Functional Image Expert Image
TVC Magazines Online
Case Study: Malaysia, hair care

20. Exposure to multiple channels also delivers
additional synergy benefits
0%
1%
2%
3%
4%
5%
Presence Consideration Functional Image Expert Image
TVC Magazines Online TV+Online
Case Study: Malaysia, hair care

21. In this case 25% of impact on brand imagery came
through synergies
Case Study: China, dairy product
0%
2%
4%
6%
8%
10%
12%
Emotional imagery Functional imagery Product performance Value
TV Online OOH TV + Online synergy TV + OOH synergy

22. Online also improves ROI on Brand Impact
3.1%
1.4%
2.7%
4.5%
15.0%
19.8%
5.5%
1.3%
5.0%
1.2%
0.0%
5.0%
Presence Consideration Functional Image Expert Image
TVC Online Magazines
Case Study: Malaysia, hair care
Relative cost efficiency - % increase in brand metrics per $1 spent

23. The relatively low cost of advertising online is one
of its biggest advantages
Case Study: China, dairy product
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
% Reach of media
Impact among those reached
(average on all metrics)
OOH
TV
Online
0.0%
1.0%
2.0%
3.0%
4.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Impact per ¥1m
(average for all metrics)
% Reach of media
Online
TV
OOH

24. Over investment in any one channel creates
inefficiency and wastage, reducing ROI
0%
20%
40%
60%
80%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
% GRPs non productive
% audience over frequency ceiling
Case Study: Malaysia, hair care
Overall 37% of TV GRP’s were unproductive
Weeks

25. For online, balancing reach & frequency is also key
to optimizing performance
Simulations Reach %
Average
Frequency
iGRPs
Online share
of impact
Base: Existing online Plan 12.0% 11.2 134 8%
Same impressions, optimal R&F 22.4% 6 134 15%
80% more weight, optimal R&F 30.0% 8 240 18%
Average increase across brand image attributes
Case Study: China, personal care

26. Creative is key too
03

27. Aside from good media implementation, getting
the online creative right is key
8.7
13.6
8.9
7.5
6.9
2.3
4.7
2.5
1.5 1.2
2.3-
-1.6 2.0-
-3.6
-4.1
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand Favorability Purchase Intent
Top Performers Average Bottom Performers

28. What makes online creative successful?
- First get your Branding right
What stopping power would the first frame generate?
What reason would a user have to stop and watch the ad – intrigue is not
always a good option with online campaigns

29. - and keep it simple
• One or two messages is enough
• Don’t make the message too complex
We have more on this, but that will have to wait for another time

30. 1. Use multiple channels to maximize campaign impact
2. Don’t be afraid of migrating to Online
3. Good creative / content is key to channel performance
Optimising Integrated Campaigns

31. Changing Channels with Confidence: A Framework
29
A model for embracing innovation and capitalising on opportunities
Budget allocation:
70%delivering low-risk, familiar activities.
20%innovating based on prior learning.
10%experimenting with the unknown.
"Marketers consider channel optimization every time they plan new campaigns. Those that adopt a
70│20│10 approach will know that new channels will be given a chance to shine and that their
media plans will evolve through a systematic process. By overlaying a comparable approach to
research planning, companies can ensure that they extract maximum learning from this Process."

32. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

33. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com