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![THE DANGER OF FADS
Fad [fad]: a temporary fashion, notion, manner
of conduct, etc., especially one followed
enthusiastically by a group...
...to busy oneself with trifles...”
Source: dictionary.com](https://image.slidesharecdn.com/day1researchstream1700emergingdigitalplatformsmillwardbrown-110802053659-phpapp02/85/Day1-research-stream_1700_emerging_digital_platforms_millward_brown-2-320.jpg)
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Day1 research stream_1700_emerging_digital_platforms_millward_brown
The document discusses evaluating new digital media opportunities and avoiding "fads" by understanding consumer value, commercial value, and brand value. It provides examples of how understanding consumer benefits and insights can maximize a new platform's potential, such as Apple focusing on self-expression over products. Case studies demonstrate how combining audio and banner ads, and targeting older age groups, increased brand perceptions. Listening to consumers and integrating social media thoughtfully also builds relevance and trust with the brand.
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- 1. FAD OR FAB EvaluatingNew Opportunities in Digital Media
- 2. THE DANGER OFFADS Fad [fad]: a temporary fashion, notion, manner of conduct, etc., especially one followed enthusiastically by a group... ...to busy oneself with trifles...” Source: dictionary.com
- 3. UNDERSTANDING FAB VALUEIN THREE PARTS Value to the consumer Commercial value Value to the brand 3
- 4. VALUE TO THECONSUMER What is the consumer benefit? How does it fit into people’s lives? What is the perceived value or catch? 4
- 5. THE VALUE OFUNDERSTANDING WHY - APPLE “By placing the “why?” at the center of all that Apple did, Jobs avoided being defined by or confined to a particular product category. The astonishing financial growth of Apple reported byThe Wall Street Journal was a byproduct, not a driver, of Jobs’s decision to serve the ideal of self-expression.” Source: Millward Brown POV Mario Simon MD Optimor: Americas 5
- 6. CONSUMER CAPACITY FRAMEWORK High Increasing Capacity Penetration or Breadth of offer to Consume Reach Low High Depth of offer Time spent 6
- 7. CONSUMER CAPACITY FRAMEWORK Viral video High Adoption path Consumer Display journey Display on Online video social sites Reach Social networking fanpages Mobile Low High Time Spent 7
- 8. COMMERCIAL VALUE How does this provide something new to how we can communicate? How does it compare to other commercial alternatives? Which is the best opportunity for consumer impact? 8
- 9. Web TV –What is the best Strategic use?
- 10. Reach of theCampaigns...
- 11. Investment in traditionalTV hits heavy viewers exponentially more than light viewers... 63% % Ratings served to each group 27% Heavy TV 10% Medium TV Light TV
- 12. And adding moreTV doesn’t help the problem... 87% % Ratings served to each group 35% Heavy TV 14% Medium TV Light TV
- 13. Reach of theCampaigns (revisited)...
- 14. Reach of theCampaigns... Among Lighter TV Viewers
- 15. Less than aQuarter of Lighter TV Viewers meet an optimal level of exposure through TV alone... Winning Post -79% 21% Fail Succeed -35% 65% (4+ Exposures)
- 16. WebTV adds significantlyto the success rate among light TV viewers. Winning Post -68% 42% Fail Succeed -35% 65% (4+ Exposures)
- 17. BT Vision –Spotify
- 18. METHODOLOGY FRAMEWORK Pre-Campaign recruitment 8 week Campaign N=200 No Recruitment for 6 weeks N=200 Banner Only Audio Only Banner & Audio Video & Audio + Control (no exposure)
- 19. THE COMBINATION OFAUDIO & BANNER ADS TOGETHER WERE BY FAR THE MOST EFFECTIVE PLACEMENTS FOR THE BRAND +13.2 Campaign +7.9 +8.8 Impact +6.0 +3.8 Aided Brand Online Ad Message Brand Purchase Awareness Awareness Association Favourability Intent Statistically Significant Increase
- 20. BRAND PERCEPTIONS STRONGESTAMONG 25+ < 25yrs 25yrs + Brand Perceptions: BT... Ctrl Ctrl Brand perception 1 26% +9.1* 9% +7.3* Brand perception 2 32% +7.1 18% +14.6* Brand perception 3 28% +13.5* 14% +10.6* Brand perception 4 25% +4.0 18% +9.6* Brand perception 5 16% +4.9 8% +3.8 Brand perception 6 25% +6.8 14% +12.5* Brand perception 7 36% +8.6 26% +16.6* Brand perception 8 30% +18.5* 22% +11.9* Sample Size c=121; e=160 c=111; e=155 Statistically Significant Increase
- 21. VALUE TO THEBRAND Campaigns that really stand out in their use of new media have: • Insight into the consumer needs and benefits from the new platform • Inspired commercial understanding of how this new platform works best to drive their brand objectives The following examples show how this is brought to life. 21
- 22. WFA – Valueof a Fan Full report is available on request to WFA members: http://www.wfanet.org/en
- 23. Fans already outspendnon-fans by over 4x. The fan page challenge is to deepen the relationship Fans Non-Fans 4% Bonding 1% 62% Advantage 19% 67% Performance 31% 83% Relevance 37% 100% Presence 50% 13.4% Share of wallet 2.8% Source: Brandz, 2010 global database
- 24. Listening is keyto success Ignoring social Thoughtfully integrated Jumping on media, program bandwagon — staying out of game "must be there" • Less relevant/current • Ability to listen to • Consumers see right and trustworthy consumers and through this — and it • Complete loss of understand their needs kills credibility control (consumers • Consumers co-own • Traditional marketing define the brand by the brand and approaches alienate themselves) evangelize consumers Source: Firefly Language of Love
- 25. Methodology Wall post: "Dear BRAND fans, your opinion is important to us! Please help us improve this page by answering our short 5 minute survey."
- 26. Bigger fan pagesgenerally rated better But number of fans doesn’t tell the whole story High Correlation: 0.28 FanIndex Rating Low 0 500,000 1,000,000 1,500,000 # of Fans
- 27. Checklist Contests/ Giveaways New product Expected info Fun Expected Differentiator Variety Community Differentiator Differentiator Regular posts Expected Offers Trustworthy Expected brand news Expected Innovation Interaction Differentiator Differentiator
- 28. Smirnoff / TimeOut iPhone App
- 29. CAMPAIGN OBJECTIVE 2. Deeper communication of the ‘There’ messaging: Bespoke Microsite Driving downloads 1. Mass awareness: High Impact branding & Driving to Microsite 3. Downloading the app: Co-branded Smirnoff & TimeOut iPhone application
- 30. When analysing resultsduring the peak download THE APP FILLED A CONSUMER NEED period, in January 2010, overall response is very positive Peak download period * Iphone Application Stats provided by Diageo
- 31. Methodology Exposed* Do the results indicate a difference? Both groups ∆ +8 are surveyed 47% at the SAME 39% time about their attitudes Control* toward the brand in the creative Control Exposed
- 32. AND DROVE PURCHASEINTENT AMONG THEIR CORE TARGET Bulls Eye Target: 18-30yr old Vodka Drinkers living in London +67.6* +16.2* Ad Purchase Awareness Intent Statistically Significant Increase @ 90% Control (n=68) Exposed (n=91)
- 33. IN SUMMARY Avoid busyingyourself with trifles by: Understand why, not what... from the consumer perspective Look for the difference... the opportunity can provide Optimise the context... to maximise what the new platform does best 33
- 34.