1) The study found that online advertising delivers the highest ROI of any media for driving short-term FMCG sales, returning €1.68 for every €1 spent, yet receives only 1% of budgets on average.
2) Adding online to marketing campaigns increases the length of time campaigns impact sales and improves the ROI of other media like TV, newspapers and radio by creating synergies.
3) Increasing the share of budget spent online, up to an optimal level not yet determined, continues to increase the overall ROI of marketing campaigns.
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Prachi Salvi
Social media has revolutionized the way people seek information, share their experiences and communicate with each other, in the recent times. It has made a massive impact on the lives of people by keeping them enthralled, engrossed and engaged. For marketers, however it has opened an exceptionally diverse and a
uniquely new channel to promote their brands. Social media, not only presents new prospects for the marketers to engage and influence the consumers but it also
possesses new challenges to effectively utilize this medium.
The objective of this research study was to specifically look at how FMCG (Fast Moving Consumer Goods) brand marketers, can make use of social media to
influence consumers. A qualitative research methodology was adopted which consisted of six semi-structured interviews with social media professionals.
The topics covered in the interview ranged from knowing how different the social media channel is from other marketing mediums, understanding the utilization of
different tools within social media, challenges faced by FMCG brands in particular,
how best to utilize the medium for influencing consumers The theoretical framework for the research study included review of literature on consumer behaviour and word of mouth.Drawing upon the findings from the interviews, this
research study presents ten key strategies that can help FMCG brand marketers to effectively use social media platform, to influence consumers:
1. Humanize your brand
2. Message is the key
3. Listen and monitor
4. Know the social media tools
5. Interact and engage
6. Connect to consumer emotionally
7. Identify and utilize influencers
8. Build consumer response platform
9. Plan for long term
10. Adapt and Experiment
Bioscoop geeft de hoogste RROI voor FMCG merken volgens BrandSciencebrightfish_be
In 2012 deed BrandScience een econometrische analyse van 53 reclamecampagnes. Sally Dickerson presenteerde op de Brightfish Research Day de resultaten van de RROI (Revenue Return of Investment) in de FMCG sector.
Identifying Key Social Media Strategies for FMCG Brands to Influence Consumer...Prachi Salvi
Social media has revolutionized the way people seek information, share their experiences and communicate with each other, in the recent times. It has made a massive impact on the lives of people by keeping them enthralled, engrossed and engaged. For marketers, however it has opened an exceptionally diverse and a
uniquely new channel to promote their brands. Social media, not only presents new prospects for the marketers to engage and influence the consumers but it also
possesses new challenges to effectively utilize this medium.
The objective of this research study was to specifically look at how FMCG (Fast Moving Consumer Goods) brand marketers, can make use of social media to
influence consumers. A qualitative research methodology was adopted which consisted of six semi-structured interviews with social media professionals.
The topics covered in the interview ranged from knowing how different the social media channel is from other marketing mediums, understanding the utilization of
different tools within social media, challenges faced by FMCG brands in particular,
how best to utilize the medium for influencing consumers The theoretical framework for the research study included review of literature on consumer behaviour and word of mouth.Drawing upon the findings from the interviews, this
research study presents ten key strategies that can help FMCG brand marketers to effectively use social media platform, to influence consumers:
1. Humanize your brand
2. Message is the key
3. Listen and monitor
4. Know the social media tools
5. Interact and engage
6. Connect to consumer emotionally
7. Identify and utilize influencers
8. Build consumer response platform
9. Plan for long term
10. Adapt and Experiment
Bioscoop geeft de hoogste RROI voor FMCG merken volgens BrandSciencebrightfish_be
In 2012 deed BrandScience een econometrische analyse van 53 reclamecampagnes. Sally Dickerson presenteerde op de Brightfish Research Day de resultaten van de RROI (Revenue Return of Investment) in de FMCG sector.
Marketing effectiveness analytics & ROI measurement for Auto Services RetailingMichael Wolfe
Case where new & used car dealership chain needed to improve the effectiveness of their media spend and save money by eliminating ineffective programs. Using econometric models, this analysis showed how this chain was able to save 28% on their marketing spend and direct their investments toward more productive activities and grow overall sales 2.4%
Using the results from over 500 econometric models over the last five years, Benchmarketing has proved that newsbrands continue to play a very important part in the modern media mix. As a result, advertising spend should return to 2013 levels for optimum effectiveness
This is an example of a synthetic plan for a company that operates in different market segments, and with different sales channels. It is a simulated case that might be applied to any Company operating in the B2B business.
However, all the information must always be supported by real data, defendable during the Presentation to the Executive Board.
Neither the model, nor the information or numbers contained in the following templates belong to any real Marketing Plan or Company.
Figures in this report include aggregate display, search, classified, video and mobile advertising data regarding 25 IAB Europe countries. You can find data such as total ad spend (by category), market share, and growth. Country specific data is available as well, such as top 10 Internet Properties and top ad publishers.
Total online advertising spend in 2010 for the 25 countries included in the IAB Europe network reached €17.7 billion. The emerging markets saw the highest overall growth rates (Russia’s digital advertising grew by 37%, Turkey’s by 30%).
Hurriyet Internet Group is 5th largest online media property with about 50% reach in Turkey. Also, hurriyet.com.tr is Turkey's 3rd largest ad publisher. Turkish online ad spend is 13,9% of total ad spend, and it has 11th place in this respect, where England is #1 with 28,7%.
The Global Push - A Focus on International Ecommerce7thingsmedia
Rather than online businesses thinking about moving internationally they should see themselves as a global business from day one.
Ecommerce allows you to reach a global audience and by tailoring service and messaging to international customers retailers can appeal to these markets.
Chris Bishop Founder & CEO of 7thingsmedia delivers a statistically rich, and eye opening presentation on global Ecommerce.
Author and download:
http://resources.wayin.com/ebook-social-persuasion.html
DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor.
DOWNLOAD disabled from this account. Please, follow the link to author's page to do it.
Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog.
Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato.
Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com
Author and Download:
http://blog.resonateinsights.com/white-paper-motivations-in-the-marketing-mix/
What’s the difference between a consumer and a customer? Motivation.
Please, download document from original source. Document here for study purposes and personal use.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
2. The missing link
The advertising community has two long-standing demands of online marketing:
l Prove that the online channel can build brands
l Prove that it can drive offline sales.
Whilst there have been many thousands of branding studies undertaken to address the first point,
considerably less attention has been paid to the second. Studies of online marketing effectiveness
have so far struggled to demonstrate a clear link with in-store behaviour.
In the absence of a proven link between online campaigns and offline sales, FMCG marketers have
been reluctant to shift marketing budgets to the web. In the UK, online display currently receives
approximately 1% of FMCG brands’ media allocation; TV gets around 59%, Print 26%,
Outdoor 8%, Cinema 3%, and Radio 3%*. With the current economic climate increasing
the focus on ROI, demands for proof are more pressing than ever.
Microsoft Advertising, in partnership with econometric experts BrandScience, looked carefully
at how the case for online driving offline sales can best be made. Our approach is Econometric
Modelling, a technique used for over 25 years by FMCG businesses in the UK. Econometric
Modelling provides a credible, cross-media view of marketing reflecting today’s media landscape.
Our study included all of the media channels used to a significant degree by FMCG brands.
Online search advertising represents a tiny proportion of FMCG spend, and for this reason
it has not been included in the study.
What is Econometrics?
Econometric Modelling takes its name from its original purpose – to understand economies.
It has other applications too, one of which is the impact of marketing on sales.
With its mathematical models, statistics and complex measurements, Econometrics is often seen as
the dry end of marketing, the remit of number-crunchers, yet its capability for proving the impact of
online on offline sales is nothing if not exciting. Econometrics is about data: vast amounts of good
quality data, collected over long periods of time. Out of this mass of data, Econometrics identifies
a brand’s different drivers. Some of these are controllable, such as pricing structures or marketing
activities; some are not controllable, like the weather, or competitor activity. Econometrics shows
how these different drivers affect performance, whether performance is measured in market share,
customer acquisition, short-term sales (as in our case) or any other metric.
One key advantage is that Econometrics can separate out the brand drivers, quantify their individual
effects and arbitrate between them. Critically, it can refine itself over time to make more accurate
predictions. Imagine a row of dials, each one representing a brand’s driving forces. Econometric
Modelling allows you to turn the dials in any combination and accurately predict how these
changes would affect performance.
*Source: Nielsen Ad Dynamix Jan-Dec 09
3. Media
Sales
Activity
Pricing
(including Market
Performance
in-store Share
promotions)
Drivers
Customer
Weather
Acquisition
Competitor Halo
Activity Effects
Applying Econometrics to FMCG sales
Our study aggregates data from over 100 FMCG campaigns, representative of the sector as a whole.
Each brand and dataset included in the sample contains at least two years of ‘actual’ historic sales
data and takes approximately 500 hours to model. BrandScience looked at the effect of all drivers
including media activity on short-term sales, modelling the historic variation in actual sales figures
collected on a weekly basis over a two-year period.
Our study found that media activity contributes around 6% of all sales with the remaining 94%
resulting from fundamentals such as stock distribution and pricing (including in-store promotions).
This 6% slice of sales variation – the effect of media activity on sales – is the basis of our analysis.
BrandScience’s Econometric approach quantifies the effects of different media, delivered at specific
times in different combinations and weights, on short-term sales. By comparing the maths to the
actual sales figures, the modelling process is refined over time.
The analysis is predominantly drawn from the UK but includes some studies undertaken in Europe,
to include as many campaigns with a measurable online component as possible (35 in total).
More on that later.
The sheer amount of data means that the analysis is extremely robust. On average, the model
explains 89% of the sales variation recorded for each campaign in our sample.
4. The media split in our sample is broadly representative of actual spend across
the FMCG sector as a whole, as reported in Nielsen data
TV
Print
Outdoor
Cinema
5% 2% 1% 1% Radio 7% 2% 3% 1%
Online
(display only)
19% 22%
71% 66%
BrandScience study: Nielsen spend data UK:
140+ FMCG campaigns FMCG advertisers spending over £1m on advertising
In aggregate a median 89% of sales variation was explained by the models
Sales Models
Sales per week
Time
5. Report conclusion: online delivers
greatest ROI for short-term sales
€1.80 €1.68 The ROI of individual media for short-term FMCG sales
€1.60
€1.40
Average ROI
€1.23 €1.16
€1.20
€1.00
€0.80 €0.78
€0.61 €0.60 €0.54
€0.60
€0.40
€0.20
€0.00
Online Outdoor Cinema TV Newspaper Radio Magazines
The overall conclusion of our study is that online is the most efficient medium for driving short-term
sales in the FMCG sector, as recorded in actual sales data.* Online returns €1.68 in actual recorded
sales for every €1 invested. Yet despite this, only 1% of FMCG ad budgets are spent online.
By contrast, some media with a greater share of spend show negative ROI. The role of these
channels within the media mix is best understood in terms of longer-term revenue gains.
Optimising online spend: a closer look at online ROI
While niche/targeted online spend is very efficient, as a
rule online ROI is scalable, increasing with greater spend
€2.50
€2.12
Average online ROI €2.00
€2.00
Average online ROI
€1.55
€1.50 €1.35
€1.04
€1.00
€0.50
€0.00
1st quintile: 2nd quintile: 3rd quintile: 4th quintile: 5th quintile:
Under €20k €20-40k €40-140k €140-300k €300-800k
Based on a meta-analysis of FMCG econometric studies by BrandScience
*This is partly a function of the law of diminishing returns. If online media allocation increased well above the FMCG sector average of 1%,
we would expect some reduction in online ROI – but even if the ROI halves, it will still be more efficient than most traditional media.
6. The Econometric model picks up any statistically significant effect on sales regardless of how small
it is. Spends of up to €20K are the most efficient as they tend to be highly targeted and therefore
have a significant impact on sales relative to investment, albeit on a small scale. As a result, low
online spend delivers the highest ROI, but returns a low overall revenue. However, the key finding
to emerge is the scalability of online spend. As spend increases, ROI increases and so, at an
increasing rate, does the overall revenue returned. Within the range of online spends analysed
by our study (and within the budgets currently spent online by the FMCG sector) there is no
evidence of diminishing returns. This analysis suggests the ‘optimal’ online spend is yet to be
reached, and suggests a need for further research on much higher online spends, to understand
where that optimal point is (the zenith of the ROI curve). In comparison, a similar analysis
shows that TV’s optimal spend for short-term sales is in the mid-level.
Analysing the ROI curve
As spend increases,
ROI is still increasing Spend has reached Spend can still be delivering
optimal levels for ROI sales but at lower ROI
than the optimal point
ROI
0
Advertising spend
Spend is no longer
Even at current spend levels, delivering sales
Online ROI shows scalablity
TV ROI suggests that the FMCG sector overspends on TV
€1.40
€1.19
€1.20 €1.10
€1.00 Average TV ROI
Average TV ROI
€0.80
€0.80 €0.75
€0.56
€0.60
€0.40
€0.20
€0.00
1st quintile: 2nd quintile: 3rd quintile: 4th quintile: 5th quintile:
Under €20k €30- 500k €500k-1.4m €1.4-2.7m €2.7-3.3m
Based on a meta-analysis of FMCG econometric studies by BrandScience
7. Online creates synergies between media
By splitting our sample into those campaigns that include online in the media mix versus
those that do not, startling differences can be seen. There are two areas of synergies.
First, the synergy created between online and other media extends the length of time that
campaigns deliver short-term sales impact. This is the length of time it takes for the marketing
campaign’s effect on sales (sometimes called the carryover rate), to fall from 100% to 5%.
If a campaign delivered 100 sales impacts in week 1 and 50 in week 2, the carryover rate
would be 50%. As the sales impacts diminishes week on week, the carryover rate is adjusted until it
reaches 5%, whereupon the campaign’s effect is assumed to have stopped. The more successful the
campaign, the longer this takes. For online FMCG campaigns, the average length of time is 27 days.
Online’s average duration (of sales effect) is as high
50
45 as outdoor, higher than newspapers and radio
45
40
Average days of sales impact
35 33
30 27 27
25
21
20
19
15 13
10
5
0
TV Magazines Online Outdoor Cinema Newspaper Radio
Second, online is an effective support medium to other media. Adding online to the media mix
has a positive impact on the ROI of TV, Newspaper, Outdoor, Radio and Cinema. Online not
only delivers excellent ROI efficiency itself, but it makes other media spend work harder.
We see a significant difference between those campaigns that include online in the media mix
and those that do not. Where online is part of the media mix, the length of the sales
effect improves for most media: further evidence that online makes other media work harder.
8. 60 Adding online increases length of impact
50 for nearly all media
50
43
Average days of sales impact
No online Online
40
32 32
30 27
24
20
14 15 14
10
10
+16% +92% +33% +50% +128%
0
TV Newspaper Outdoor Radio Cinema
€2.5 Adding online increases ROI of nearly all media
No online Online
€2.0 €1.92
€1.5
Average ROI
€1.29
€1 €0.97 €0.98
€1.0 €0.84
€0.70
€0.54 €0.48
€0.5 €0.39
+30% +56% +33% +151% +300%
€0.0
TV Newspaper Outdoor Radio Cinema
Interestingly, magazines did not show synergy with online. This is largely because magazines,
especially monthly titles, are not as immediately impactful on sales. Newspaper ads are often
deployed close to the time of purchase (i.e. key shopping days like weekends) and the
performance result is therefore more immediate.
9. Looking forwards:
what is online’s optimal share?
Pulling these findings together, it is possible to quantify the overall effect online has on
FMCG ROI. Analysing the sample by the share of spend that was allocated to online,
a recommendation emerges.
Increasing share of online spend increases
overall campaign ROI (all media)
€1.60
€1.41
Average campaign ROI (all media)
€1.40
€1.18
€1.20
€1.00
€0.86
€0.80
€0.60
€0.40
€0.20
€0.00
<1.5% online 1.5-4% online 4%+ online
% Online spend
Where online’s share was up to 1.5% of media spend, roughly in line with current average for
the FMCG sector, the campaign ROI was inefficient. Aggregating the campaigns with increased
online share, (1.5%-4% and 4+%) we can see that ROI increases. The analysis is based on actual
campaigns, and we are limited to around 4% share as our maximum online allocation (despite
casting the net as wide as possible including campaigns that ran in Europe).
This reinforces our theory that ‘optimal’ online share is yet to be reached. Further research is needed
into much higher online spends, to ascertain where that optimal point is reached on the ROI curve.
10. Walking the talk: examining the impact of shifting spend
To look at the effects of increasing online’s share, we econometrically measured a single FMCG
campaign with a relatively high allocation of media spend given to online. This was Cadbury’s
‘Jivebrow’ campaign, which ran in the UK to promote sales of the brand’s Dairy Milk product.
Online received 7% of media spend, most of it on the MSN Homepage (6%). The online activity
was deeply integrated into the overall campaign to maximise synergies across media. As part of the
online campaign, a 24-hour ‘takeover’ event of the MSN Homepage invited users to submit their
own ‘Jivebrow’ videos in an interactive branded experience.
Online media was the most efficient channel overall, delivering 13% of incremental sales from
7% spend. Furthermore, diverting 4% of the TV spend to the MSN homepage event would have
increased the campaign profitability by 11%
Share of spend
Online media 7%
Offline media 93%
Online media were almost 4.5 times more efficient than offline media
for driving short-term sales of Cadbury’s Dairy Milk
€1.80
400 362
(100=total campaign ROI)
350
300
ROI index
250
200
150
100
100 81
50
0
Offline media Online media TOTAL
11. Recommendations
l Online performs well for FMCG brands,
delivering strong and scalable ROI.
l Leveraging online’s synergistic effects
is the simplest way to optimise
overall campaign ROI.
l Adjusting the media mix to increase
online’s allocation will deliver scalable
increases in ROI whilst increasing the
duration of campaign impact.
l Microsoft Advertising offers a unique
combination of mass reach and
audience targeting that is ideally
suited to driving FMCG sales.
To find out more, visit
www.microsoftadvertising.co.uk
or email salesmsa@microsoft.com