Digital media should be planned as an integrated part of multi-media campaigns to increase frequency and impact. While digital has lower reach than TV, it can improve efficiency when used to supplement TV. The effectiveness of digital depends on quality creative and integration into the overall media plan rather than increased spend alone. Social media fan pages should post regularly to keep engagement high, while websites must prioritize ease of use. Online video, particularly in-stream, tends to impact brands strongly when inventory is available. Mobile ads see high impact due to fewer competitors, and their reach increases through campaign integration. Online display varies widely in performance but simple, engaging creative focusing on the brand improves results. Location targeting and pre-testing ads also increases impact.
Digital Media Planning: Some evidence based guidelinesKantar
When planning your media campaign it is important to understand the strengths of each format, how audiences respond to them and how they can work together.
Millward Brown has created some simple guidelines for marketers who want to make the most effective use of all forms of digital media - from websites to online video, social media and mobile - as part of an integrated campaign.
Social Media presentation on digital branding from Social Media speaker and trainer Dawn Raquel Jensen of Virtual Options Coaching & Training. @virtualoptions , @dawnrjensen
For more information about Dawn visit http://www.dawnonfacebook.com or http://www.dawnraqueljensen.com
Digital Media Planning: Some evidence based guidelinesKantar
When planning your media campaign it is important to understand the strengths of each format, how audiences respond to them and how they can work together.
Millward Brown has created some simple guidelines for marketers who want to make the most effective use of all forms of digital media - from websites to online video, social media and mobile - as part of an integrated campaign.
Social Media presentation on digital branding from Social Media speaker and trainer Dawn Raquel Jensen of Virtual Options Coaching & Training. @virtualoptions , @dawnrjensen
For more information about Dawn visit http://www.dawnonfacebook.com or http://www.dawnraqueljensen.com
Presented to the Texas Hospital Association in June 2009. .Covers the basics of social media and its application to business, and details the metrics that are available for tracking performance. Based on my book "Social Media Marketing: An Hour a Day."
Understanding the Power and Potential of Social MediaAntonio Viva
Keynote presentation for edSocialMedia Bootcamp at Montclair Kimberly Academy in Montclair, NJ on Thursday, February 19th. For more information visit http://www.edsocialmedia.com or http://antonioviva.com
This coming March, Redress Raleigh - the Southeast’s premier eco-fashion organization - will be celebrating its 5 year anniversary with a weekend-long conference. The Redress Eco-fashion & Textiles Conference will take place March 22-24 at the Raleigh Marriott City Center.
A view on the Events Industry in 2013 including:- big data, content, social media, social media promotions driven by event content, event technology, apps, event photo & video marketing, eLiterature for events, crowdsourcing and WiFi photography.
Webinar: Thinktech, reconfigurando el nuevo mindset de los negocios en el 2020Engel Fonseca
Contenido utilizado para Webinar impartido para la Revista NEO: https://www.revistaneo.com/articles/2020/05/18/webinar-gratuito-thinktech-reconfigurando-el-nuevo-mindset-de-los-negocios-en
Transformación Digital para tu negocio Engel Fonseca
Oportunidad de capacitación en Miami vía la Florida International University y Panamerican Business School en donde tengo el gusto de participar con mi Neurona Digital
10 Tendencias de Marketing Digital para el 2020 a considerar Engel Fonseca
Desglose de las tendencias del 2017 aun vigentes, su evolución y las nuevas tendencias como: emojientodo, allbot, curioxoma, thickdata, desdigitalizarse, Reto Mental Geográfico, God View Temptation, Humantech, Faketodo, Marketech que provoca la Transformación Digital
ICP: Diagnóstico de Candidatos a Presidencia de México 2018 Engel Fonseca
La opinion organizada de expertos en comunicación política digital, campañas de mercadotecnia política digital y asesoría en lenguaje corporal sobre los candidatos, aspirantes y posibles aspirantes a la presidencia de México para el 2018.
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Presented to the Texas Hospital Association in June 2009. .Covers the basics of social media and its application to business, and details the metrics that are available for tracking performance. Based on my book "Social Media Marketing: An Hour a Day."
Understanding the Power and Potential of Social MediaAntonio Viva
Keynote presentation for edSocialMedia Bootcamp at Montclair Kimberly Academy in Montclair, NJ on Thursday, February 19th. For more information visit http://www.edsocialmedia.com or http://antonioviva.com
This coming March, Redress Raleigh - the Southeast’s premier eco-fashion organization - will be celebrating its 5 year anniversary with a weekend-long conference. The Redress Eco-fashion & Textiles Conference will take place March 22-24 at the Raleigh Marriott City Center.
A view on the Events Industry in 2013 including:- big data, content, social media, social media promotions driven by event content, event technology, apps, event photo & video marketing, eLiterature for events, crowdsourcing and WiFi photography.
Webinar: Thinktech, reconfigurando el nuevo mindset de los negocios en el 2020Engel Fonseca
Contenido utilizado para Webinar impartido para la Revista NEO: https://www.revistaneo.com/articles/2020/05/18/webinar-gratuito-thinktech-reconfigurando-el-nuevo-mindset-de-los-negocios-en
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La opinion organizada de expertos en comunicación política digital, campañas de mercadotecnia política digital y asesoría en lenguaje corporal sobre los candidatos, aspirantes y posibles aspirantes a la presidencia de México para el 2018.
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Presentación impartida en APATEL, Panamá a explicando la oportunidad que existe de conectar y detonar reciprocidad " engagement " con nuevas audiencias.
Keynote que compartí en #SemanadelEmprendedor el 11 de Agosto 2014.
En esta liga esta el artículo que inspiro la ponencia:
http://www.merca20.com/hackea-tu-mente/
Keynote que se compartirá sobre la importancia de desaparecer la visión de lo digital y lo no digital por una versión " digitalizada" de colaboración en un Internet revolucionado que se convierte tangible. En la platica podrás aprender como la tendencia es que Internet proporcione una burbuja inteligente de innovación y la implicación que esto tiene a nivel creatividad, privacidad, métricas de negocio y la evolución personal. " Internet of things" es la macro tendencia que debemos de aprovechar de forma local para acelerar la capacidad de innovación.
These lecture slides, by Dr Sidra Arshad, offer a quick overview of the physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar lead (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
6. Describe the flow of current around the heart during the cardiac cycle
7. Discuss the placement and polarity of the leads of electrocardiograph
8. Describe the normal electrocardiograms recorded from the limb leads and explain the physiological basis of the different records that are obtained
9. Define mean electrical vector (axis) of the heart and give the normal range
10. Define the mean QRS vector
11. Describe the axes of leads (hexagonal reference system)
12. Comprehend the vectorial analysis of the normal ECG
13. Determine the mean electrical axis of the ventricular QRS and appreciate the mean axis deviation
14. Explain the concepts of current of injury, J point, and their significance
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. Chapter 3, Cardiology Explained, https://www.ncbi.nlm.nih.gov/books/NBK2214/
7. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
Muktapishti is a traditional Ayurvedic preparation made from Shoditha Mukta (Purified Pearl), is believed to help regulate thyroid function and reduce symptoms of hyperthyroidism due to its cooling and balancing properties. Clinical evidence on its efficacy remains limited, necessitating further research to validate its therapeutic benefits.
Recomendações da OMS sobre cuidados maternos e neonatais para uma experiência pós-natal positiva.
Em consonância com os ODS – Objetivos do Desenvolvimento Sustentável e a Estratégia Global para a Saúde das Mulheres, Crianças e Adolescentes, e aplicando uma abordagem baseada nos direitos humanos, os esforços de cuidados pós-natais devem expandir-se para além da cobertura e da simples sobrevivência, de modo a incluir cuidados de qualidade.
Estas diretrizes visam melhorar a qualidade dos cuidados pós-natais essenciais e de rotina prestados às mulheres e aos recém-nascidos, com o objetivo final de melhorar a saúde e o bem-estar materno e neonatal.
Uma “experiência pós-natal positiva” é um resultado importante para todas as mulheres que dão à luz e para os seus recém-nascidos, estabelecendo as bases para a melhoria da saúde e do bem-estar a curto e longo prazo. Uma experiência pós-natal positiva é definida como aquela em que as mulheres, pessoas que gestam, os recém-nascidos, os casais, os pais, os cuidadores e as famílias recebem informação consistente, garantia e apoio de profissionais de saúde motivados; e onde um sistema de saúde flexível e com recursos reconheça as necessidades das mulheres e dos bebês e respeite o seu contexto cultural.
Estas diretrizes consolidadas apresentam algumas recomendações novas e já bem fundamentadas sobre cuidados pós-natais de rotina para mulheres e neonatos que recebem cuidados no pós-parto em unidades de saúde ou na comunidade, independentemente dos recursos disponíveis.
É fornecido um conjunto abrangente de recomendações para cuidados durante o período puerperal, com ênfase nos cuidados essenciais que todas as mulheres e recém-nascidos devem receber, e com a devida atenção à qualidade dos cuidados; isto é, a entrega e a experiência do cuidado recebido. Estas diretrizes atualizam e ampliam as recomendações da OMS de 2014 sobre cuidados pós-natais da mãe e do recém-nascido e complementam as atuais diretrizes da OMS sobre a gestão de complicações pós-natais.
O estabelecimento da amamentação e o manejo das principais intercorrências é contemplada.
Recomendamos muito.
Vamos discutir essas recomendações no nosso curso de pós-graduação em Aleitamento no Instituto Ciclos.
Esta publicação só está disponível em inglês até o momento.
Prof. Marcus Renato de Carvalho
www.agostodourado.com
These simplified slides by Dr. Sidra Arshad present an overview of the non-respiratory functions of the respiratory tract.
Learning objectives:
1. Enlist the non-respiratory functions of the respiratory tract
2. Briefly explain how these functions are carried out
3. Discuss the significance of dead space
4. Differentiate between minute ventilation and alveolar ventilation
5. Describe the cough and sneeze reflexes
Study Resources:
1. Chapter 39, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 34, Ganong’s Review of Medical Physiology, 26th edition
3. Chapter 17, Human Physiology by Lauralee Sherwood, 9th edition
4. Non-respiratory functions of the lungs https://academic.oup.com/bjaed/article/13/3/98/278874
New Drug Discovery and Development .....NEHA GUPTA
The "New Drug Discovery and Development" process involves the identification, design, testing, and manufacturing of novel pharmaceutical compounds with the aim of introducing new and improved treatments for various medical conditions. This comprehensive endeavor encompasses various stages, including target identification, preclinical studies, clinical trials, regulatory approval, and post-market surveillance. It involves multidisciplinary collaboration among scientists, researchers, clinicians, regulatory experts, and pharmaceutical companies to bring innovative therapies to market and address unmet medical needs.
Ozempic: Preoperative Management of Patients on GLP-1 Receptor Agonists Saeid Safari
Preoperative Management of Patients on GLP-1 Receptor Agonists like Ozempic and Semiglutide
ASA GUIDELINE
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2 Case Reports of Gastric Ultrasound
- Video recording of this lecture in English language: https://youtu.be/kqbnxVAZs-0
- Video recording of this lecture in Arabic language: https://youtu.be/SINlygW1Mpc
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Basavarajeeyam is a Sreshta Sangraha grantha (Compiled book ), written by Neelkanta kotturu Basavaraja Virachita. It contains 25 Prakaranas, First 24 Chapters related to Rogas& 25th to Rasadravyas.
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Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
Flu Vaccine Alert in Bangalore Karnatakaaddon Scans
As flu season approaches, health officials in Bangalore, Karnataka, are urging residents to get their flu vaccinations. The seasonal flu, while common, can lead to severe health complications, particularly for vulnerable populations such as young children, the elderly, and those with underlying health conditions.
Dr. Vidisha Kumari, a leading epidemiologist in Bangalore, emphasizes the importance of getting vaccinated. "The flu vaccine is our best defense against the influenza virus. It not only protects individuals but also helps prevent the spread of the virus in our communities," he says.
This year, the flu season is expected to coincide with a potential increase in other respiratory illnesses. The Karnataka Health Department has launched an awareness campaign highlighting the significance of flu vaccinations. They have set up multiple vaccination centers across Bangalore, making it convenient for residents to receive their shots.
To encourage widespread vaccination, the government is also collaborating with local schools, workplaces, and community centers to facilitate vaccination drives. Special attention is being given to ensuring that the vaccine is accessible to all, including marginalized communities who may have limited access to healthcare.
Residents are reminded that the flu vaccine is safe and effective. Common side effects are mild and may include soreness at the injection site, mild fever, or muscle aches. These side effects are generally short-lived and far less severe than the flu itself.
Healthcare providers are also stressing the importance of continuing COVID-19 precautions. Wearing masks, practicing good hand hygiene, and maintaining social distancing are still crucial, especially in crowded places.
Protect yourself and your loved ones by getting vaccinated. Together, we can help keep Bangalore healthy and safe this flu season. For more information on vaccination centers and schedules, residents can visit the Karnataka Health Department’s official website or follow their social media pages.
Stay informed, stay safe, and get your flu shot today!
Best Ayurvedic medicine for Gas and IndigestionSwastikAyurveda
Here is the updated list of Top Best Ayurvedic medicine for Gas and Indigestion and those are Gas-O-Go Syp for Dyspepsia | Lavizyme Syrup for Acidity | Yumzyme Hepatoprotective Capsules etc
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3. 01 using digital as part of
a multi-media campaign
4.
5. evidence
Digital media, like other ‘targeted’ media,
evidence
In general, digital media reach the same people
evidence
Digital media (VOD) can improve the efficiency
guideline
have low reach but potentially high impact. as TV (as most campaigns also use TV). The majority of TV. To drive reach and frequency it can be
of campaigns use digital to increase frequency, more efficient to use digital rather than
comment although some campaigns also use it to increase comment more TV.
reach.
Digital media operate as part of a media portfolio to deliver By using YouTube you can reach lighter TV viewers
high impact, rather than reach. The high impact is a result more frequently and cheaply than by relying
of precise targeting and/or more engaging creative. comment on TV alone.
The role of digital media depends on the size of the
TV part of the campaign. Digital is not an independent
guideline element
evidence evidence
There is a limit to the potential reach
guideline
Online makes a small contribution to the overall Increasing investment in digital media does
of digital campaigns. It is therefore very campaign effect, but its share of effect is higher not guarantee a better performance.
important to focus on improving targeting than its share of spend - especially on activation
For TV-dominated campaigns, digital media
and creative development. metrics. There is some evidence that online comment
should be planned as though everybody has drives preference harder among the narrower
already seen the TV. If investment is a measure of weight, then this
target audiences.
suggests that the effect of digital is not driven
by unique reach, but by the quality of creative
comment and degree of integration with the other elements
Online display is efficient but this cost-efficiency in the plan.
is probably delivered on the back of an implicit
synergy with TV.
guideline
guideline Maximise the effect of digital by focusing
on the quality of creative and its
Scalability and synergy need to be taken integration into the overall media plan,
into account when planning. rather than increased spend.
7. 01 using digital as part of
a multi-media campaign
8. evidence evidence evidence
Bigger is not automatically better for brands More frequent posts tend to result in a more The benefits of fan pages can be categorised into
when it comes to fan bases. effective Fanpage. those which are considered basic or ‘expected’
by visitors, and those which are differentiators.
comment comment ‘Expected’ attributes include: regular posts;
trustworthy brand news; new product info; contests/
Size is not important. Fan pages of all sizes The more effort you put in, the greater the return.
giveaways; offers. Differentiator benefits include:
can build brands strongly.
variety, innovation, fun, interaction, community.
guideline guideline comment
These categories are likely to remain fixed for a while,
Having fewer fans doesn’t necessarily Post regularly. In the Facebook environment but the type of content that best delivers these benefits
mean that the fan page isn’t working well. we recommend at least 15 posts per month may evolve over time.
Think of your overall fan page effectiveness to keep the page lively. The optimal
as a multiplier: the impact per fan x the frequency will depend on the objectives for
number of fans. the page and the content available. But don’t guideline
overdo it. Over-posting can have a negative Stay on top of the latest Facebook page
effect at very high frequencies, or if you are trends and check out what other fan pages
posting for the sake of it. are doing to differentiate themselves.
11. evidence evidence evidence
Websites and microsites can impact brand measures Ease of use is the single most important driver New and innovative sites are best for communicating
very strongly. of success. brand messages.
comment comment comment
Although they may not reach as many viewers as display Unlike Facebook fan pages which all share a common Provided it is easy to use, a site that is also innovative will
campaigns, website environments give online users layout, custom-designed websites can fail the ‘ease of encourage users to pay greater attention. If this innovation
a greater chance to immerse themselves in the brand use’ test simply because they are complex to navigate. is designed skilfully around the brand message, it will be
and this improves brand attitudes. Microsites in particular need to be intuitive and inviting absorbed more readily.
for first time users.
guideline guideline guideline
Integrate some kind of immersion destination Design custom sites with simplicity and ease Your most interesting and innovative site
into campaigns. Even when you are of use as a primary consideration. Always features should link directly to your intended
using Facebook fan pages, websites and conduct usability testing whenever possible. brand message. Encourage content creativity
campaign microsites may still be needed within an intuitive environment. Don’t settle
to deliver customised engagement activities. for ordinary.
14. evidence evidence evidence evidence
Viral video success on a major scale occurs Online video is more impactful than online display. In-stream online video (primarily pre-rolls) tend The theory that ‘made for TV’ ads are better
infrequently but it is possible to predict with copy to impact on brand metrics more strongly than for message association and favourability while
testing. Distinctiveness of content is the most comment autoplay video ads. ‘made for online’ ads are better for persuasion
important factor. is unproven.
Audio-visual ads have a greater tendency to engage
online visitors than banners, and are more memorable comment
comment as a result. The act of selecting a video stream means the viewer comment
Viral success is difficult to achieve on a large scale is more engaged. They are more likely to notice and There is no simple answer to the question of whether
because consumers only have a limited interest in actively absorb than the ad while waiting for their content TV ads should simply be posted online. Higher scores
engaging with content. Good isn’t good enough; ads really
need to stand out from the crowd. Copy testing can help guideline to appear, whereas an autoplay may be ignored. for message association and favourability for TV ads
used online may just be a result of the halo or synergy
identify the level of distinctiveness of the ad and its Identify appropriate opportunities to promote effects from TV. Meanwhile persuasion measures
“talk worthy” elements which can be highlighted
in a viral PR campaign.
your video online. Test these alongside
display banners to ensure you are paying
guideline may be higher for customised creative because those
messages are more tightly targeted at those who see
appropriate CPM rates (higher CPMs may Provided you can secure sufficient them online.
be justified for the right opportunity, but there appropriate inventory and are not paying
guideline remains a risk of overpaying). excessive CPM rates, in-stream online
video can be a very effective medium guideline
Aim for viral success, but don’t bank on it. for brand messaging. Although some ads may work well online
If an ad pre-tests strongly on the key without modification, all TV content
attributes for a successful viral campaign, should be reviewed before it is promoted
you may be able to invest more in viral online. On the whole, tailoring for the
seeding/promotion and rein back on medium and the audience is likely
traditional paid media. For most ads, to improve impact. Very long ads are
promotion via owned and paid channels unlikely to work as pre-rolls but may work
will also be needed. as virals. A “back story” (e.g. the making
of) can also work well to supplement
a TV ad used in this way.
17. evidence
Mobile ads are generally more impactful than online
display ads, although reach levels are typically
still quite low. There is also a wide variation in how
individual ads perform - some ads do very well while
others do very badly.
comment
The mobile advertising space is still relatively uncluttered,
guideline
so mobile ads tend to be noticed strongly. Impact is also Improve the reach of mobile ads by
being aided by the emergence of new mobile advertising integrating them into the wider campaign.
platforms such as Apple’s iAd which is designed for use When traffic is driven to mobile, the impact
within mobile apps on iPhone, iPod Touch, is strong. There is now sufficient variation
and iPad devices. in creativity varies to make it worthwhile
Although the infrastructure for mobile advertising is now pre-testing mobile ads.
largely in place, achieving high reach media plans is still
difficult. The level of creativity in ads may vary because
of differing attitudes to mobile. Sometimes it is considered
a core element of the campaign, in other cases it may
be an afterthought.
20. evidence evidence evidence evidence
There is a wide variation in the impact of individual Brand impact is not strongly correlated to click Impact varies by audience and location. There are important differences in the way that
online ads, but some patterns can be discerned. or interaction rates. viewers respond to TV and to online content.
comment
comment comment Impact will vary based on the audience targeted, comment
People rarely watch online creatives from beginning Campaign optimisation still tends to employ behavioural the relevance of the content, and the audience’s TV is a passive medium. Commercial content
to end, and the execution can therefore have a significant data ‘because it’s there’. This may result in incorrect receptivity to the brand in different environments. is therefore designed to be disruptive in order
impact on results. optimisation decisions. Web portals (whether ‘horizontal’ such as AOL or MSN to grab viewers’ attention while relaxing on the
or ‘vertical’ with a focus on specific sectors or interests) sofa. Unsurprisingly there no correlation between
may work well because relatively tight demographic engagement and motivation - viewers are happy
guideline guideline targeting is possible. Also, portals can project
popularity.
to be entertained by a car ad while having no intention
of purchasing it. In contrast, the online environment
is an active medium in which the viewer exerts more
Show the brand prominently on all frames If you have a brand objective, don’t evaluate
control. Consumers are drawn to content which is
of the ad; each frame of the ad should be or optimise your campaign based on clicks.
able to stand on its own. Don’t make people Brand and behavioural impact are different. guideline engaging but also seek out brands and categories
that they are predisposed towards. This means there
work for the message… they won’t! It is now easier than ever before to optimise is a much stronger positive relationship between
Placing ads appropriately can make
Keep the messaging very simple, and be based on brand effectiveness (either using engagement and motivation.
a big difference to their performance.
mindful of audience drop-off when using pre-testing or real-time in-market
Pre-launch, you should consult normative
‘reveal’ ads. optimisation techniques).
data for audience and brand-specific
learning about historical campaign guideline
performance. Once in market, While it is important to make online
Image source Flickr.com | Photographer Johan Larsson
consider using real-time in-market content engaging, it may not be sufficient
research to optimise the ads across to grab attention by itself. There usually
sites and creative units. has to be an additional motivation for
consumers to seek it out and interact
with it.
22. This paper is based on an analysis
of the evidence provided by the following
Millward Brown research studies:
• European CrossMedia
• MarketNorms (AdIndex)
• FanIndex
• Website evaluations
• Dynamic Logic Creative Best Practices
23. contact
For further information, please contact
John Svendsen, SVP Global Brand Director - Media
e: John.Svendsen@millwardbrown.com | t: +44 (0) 207 126 5061
24. contact
For further information, please contact
John Svendsen, SVP Global Brand Director - Media
e: John.Svendsen@millwardbrown.com | t: +44 (0) 207 126 5061