![Out of « 7 simple rules for
marketing » p. 201+!
!
Reach all consumers of the
brand’s service/product category,
both with physical and marketing
communication.!
[…]!
Reach across geographical
space, time and situations. Avoid
going « off air ».!
!
5!](https://image.slidesharecdn.com/presentationbernardcoolsspace-121203050020-phpapp01/85/Presentation-Bernard-Cools-Space-5-320.jpg)
![Out of « 7 simple rules for
marketing » p. 201+
Understand who buys, when and
how the brand fits into their life.
Distinctive brand assets are so
important because these
descriptive memories facilitate a
brand being noticed.
[…] distinctive brand assets make a
brand salient.
!
22!](https://image.slidesharecdn.com/presentationbernardcoolsspace-121203050020-phpapp01/85/Presentation-Bernard-Cools-Space-22-320.jpg)
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Presentation Bernard Cools Space
This document discusses how TV advertisers are seeing Facebook as a competitor. It notes that while Facebook has a large reach, the online world is fragmented with many websites. However, Facebook's daily potential gross rating points (GRPs) of 1,659 for adults aged 15-44 comes close to competing with television's daily GRPs. The document argues that impressions on Facebook should be considered similar to GRPs for television. It suggests that combining television advertising with online advertising on Facebook could provide additional reach beyond either medium alone.
Presentation Bernard Cools Space
- 2. Why TV advertisersmay see Facebook like this" November 2012 2!
- 3. To be clearfrom the start: This is about large scale marketing 3!
- 4. Byron Sharp ! How brands grow. What marketers don’t know.! Melbourne, Oxford University Press, 2012.! 4!
- 5. Out of « 7simple rules for marketing » p. 201+! ! Reach all consumers of the brand’s service/product category, both with physical and marketing communication.! […]! Reach across geographical space, time and situations. Avoid going « off air ».! ! 5!
- 6. Frequent question: Where isthe consumer ? 6!
- 7. Where is theconsumer ?" % daily reach 80 Internet 70 Commercial 60 TV 50 40 30 20 10 Shoppers 18-44 years light or non TV viewers 0 2007 2008 2009 2010 2011 2012 Plurimedia survey 7!
- 8. 0 50 100 150 200 250 300 350 FACEBOOK.COM SKYROCK.COM RTBF.BE ESPRIT.BE NECKERMANN.BE CENTEA.BE KETNET.BE JETAIRFLY.COM Page views MM ANTWERPEN.BE TORFS.BE GARMIN.COM VVKSO.BE CALLOFDUTY.COM ASADVENTURE.COM LEMONDE.FR VINDEN.BE (w/ history) SOONNIGHT.COM ROJADIRECTA.ME KEYTRADEBANK.COM TELECHARGEMENTZ.ORG FNAC.BE Cumul PAROLES-‐MUSIQUE.COM IK.BE SUBTITLESEEKER.COM SODEXO.COM (w/ history) TRAVELAGENCY.TRAVEL LOGMEIN.COM IMMOTHEKER.BE LOTTO.BE HANDELSGIDS.BE TOURING.BE REDDIT.COM SPORTPALEIS.BE WIX.COM VIAMICHELIN.COM BREAK.COM (w/ history) Popula7on 15+ Jan-‐Sep 2012 CURSE.COM 1307.BE PROBOARDS.COM ASOS.FR GORILLAVID.IN AUDI.COM (w/ history) HEMA.NL Iden2fied websites (2000 domain names) ISSUU.COM ANIMALS-‐EXPRESS.COM ABABYONWEB.COM PIZAP.COM BAYFILES.COM MIJN-‐TV-‐GIDS.BE SCHOOLPLATEN.COM STARTPINS.COM TWENGA.FR SEAT.BE HOSTINGPICS.NET BLOGCU.COM DISNEYINTERNATIONAL.COM (w/ history) ARCHIVE.ORG FIXYA.COM (w/ history) KIESKEURIG.NL EPSON-‐EUROPE.COM AUTOBLOG.COM NOSTALGIE.BE AUTO55.BE SYTES.NET PHONANDROID.COM WAATP.NL EXTPDF.COM YFROG.COM SURFPLAZA.BE FILMTOTAAL.NL ANYGATOR.COM COOLSPORT.TV ECLECTICSITE.BE CHARTSINFRANCE.NET (w/ history) PRANKVIDZ.COM PUSHPLAY.COM COQUINISSIME.COM STARTPAGINA.BE USAFIS.ORG ONZETAAL.NL ± 298 mio « Long tail » Yes but… Internet is a fragmented world !" ± 471 mio
- 9. Although one URLclearly stands out Adults 15+! <45 years! Long tail Long tail Facebook 33% Facebook 37% 22% 25% Google.be 8% Google.be 8% Youtube 4% Youtube 5% Live.com 3% Other Live.com Other Google.com named 3% named 1% websites Immoweb websites 1% (1995) (1995) 25% 25%
- 10. Reach becomes competitivecompared to TV" % reach on adults 15+ % commercial reach on adults 15+ 86,5 61,7 36,9 21,3 Daily Weekly Daily Weekly % reach on adults % commercial reach on <45 years adults <45 years 80,4 49,2 48,6 29,0 Daily Weekly Daily Weekly CIM TV Arianna. Jan-‐Sep 2012 All adver7sing Jan-‐Sep 2012
- 11. Complementary profiles" Online TV advertising Web Facebook Male Male 250 250 200 200 Female 55+ 150 Female 150 100 100 50 50 0 55+ 0 15-24 45-54 15-24 45-54 25-34 35-44 25-34 35-44 CIM TV Arianna. Sep 2012 All adver7sing Sep 2012 11!
- 12. Forget about silos" « Impressions » or « Page views »… AKA gross contacts … are basically the (only) ingredients for GRPs 12!
- 13. Simple translation" On a daily basis! 70 million page views "on 15-44 years! compared to a target group of !4,2 million people ! therefore potential GRPs = "1,659" ! (70 M/4,2 M *100) ! 13!
- 14. So the competitiongets clearer" Daily potential GRPs Daily actual GRPs (20") 2.454 1.659 1.646 1.101 Adults 15+ < 45 years Adults 15+ < 45 years CIM TV Arianna. All adver7sing Jan-‐Sep 2012 Jan-‐Sep 2012 30 " equivalent GRPs converted to 20" 14!
- 15. Video may be« king of the world »" 15!
- 16. Especially if broad reach isthere ! All Fans & Friends of fans All
- 17. And this mayhelp as well"
- 18. Let’s now assume1 GRP = 1 GRP"
- 19. Detecting the added reachvalue of Web with television advertising! !
- 20. Substitution scenario considering GRPsequal" Net reach% 80 71,6 70 65,4 60 50 Online (FB) 40 Duplicated 30 TV 20 10 0 TV only schedule 10% GRPs online 300 GRPs 300 GRPs or 12,7 MM impressions or 12,7 MM impressions Average frequency = 4,6 Average frequency = 4,2 Target group: 15-‐44 years na7onal 20!
- 21. But is ittrue ?" Potentially close to the No direct interactivity brand page Cluttered Few clutter environment (video) User initiated Intrusive « My » space Shared environment
- 22. Out of « 7simple rules for marketing » p. 201+ Understand who buys, when and how the brand fits into their life. Distinctive brand assets are so important because these descriptive memories facilitate a brand being noticed. […] distinctive brand assets make a brand salient. ! 22!
- 23.
- 24. THANK YOU !" 24!