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DVJ Insights June 2016, inTV International Research Conference Simon McDonald, Managing Director, UK optimising brand strategy and media investment

DVJ Insights Reality Analytics Short

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Page 1: DVJ Insights Reality Analytics Short

DVJ InsightsJune 2016, inTV International Research ConferenceSimon McDonald, Managing Director, UK

optimising brand strategy and media investment

Page 2: DVJ Insights Reality Analytics Short

We all want the highest return on our media investment

This is why we invest in tracking – if you don’t measure, you can’t optimise

The truth about tracking?

But are we effective?

Page 3: DVJ Insights Reality Analytics Short

• Huge, long, boring questionnaires• Inappropriate methods and outcomes• Don’t take account of the way consumers brains work• Don’t take account of the way different media work• Don’t integrate other data from outside the survey• We don’t take advantage of the science and academic studies

available to us

we make a lot of mistakes in tracking research

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A traditional approach to tracking

Effect

Time

Timelines

Media Investment

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Science can help us understand and make sense of different outcomes from media campaigns

• We know about the power of creative in achieving impact

• We know that not all media channels create the same engagement

• We know that campaigns have different rates of decay

But we hardly ever intergrate these facts into tracking

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best performing ads need 300 GRp’s less than below average performing ads!

100 GRP 200 GRP 300 GRP 400 GRP 500 GRP 600 GRP 700 GRP 800 GRP 900 GRP 1000 GRP 1100 GRP 1200 GRP0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Below AverageAverageAbove average

300 less GRP’s

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Combining survey data and external data…

Integration

Reality analytics MEDIA Analysis combined with scientific knowledge

survey baseddata

externaldata

BRAND

CREATIVE

MEDIA

plus academic principles to steer on brand, media and advertising

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Take into account net cumulated weight of advertising (decay)

Integrate all touchpoints

Based upon scientific knowledge we translate all media exposure into advertising confrontation

3

Weight touchpoints according to advertising confrontation

Integrate the strength of the creative4

Calculate the optimum number of contacts5

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HOW?Reality analytics is looking for patterns in data. We translate Media contact into advertising confrontation contacts.

WHAT?Reality analytics is using these principles to create a unique index. The weekly Reality Performance Score is the real visibility of a brand

WHY?Reality analytics enable us to maximize media ROI by using our unique predictive simulation tool

Reality analytics uses multi attribution modelling to understand effects and create the reality performance score

Reality analytics uses multi attribution modelling

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Once we know the bandwidth and rps then Planning your media becomes easy

Index Bandwidth

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The RPS for a campaign is determined based on the new media plan.

Predictive power is even bigger when the power of the creative is known. You can then examine if the media plan produces enough contacts per week.

If the hypothetical media plan does not perform as desired, you can easily adjust it in order to increase its effectiveness.

Case study: the rps can be used to predict and optimise in advance provided that there is sufficient knowledge about brand decay and creative power

Current Media Plan

Calculated Media Plan

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Business issueOld Amsterdam cheese was in a saturated market with few opportunities for growth.

Their campaigns only had a short term effect and they were not clear how to integrate their promotional strategy.

How to proceed? Increase or decrease advertising, promotions or something else?

DISCOVERYReality Analytics first determined the main KPI’s to follow. These KPI’s were related to the RPS and for those KPI’s we created a bandwidth.

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outcomesOn the basis of the Reality Analytics analysis, decision made to;

• Align promotional and media strategy better

• Invest in branded content, with better timing

• Made sure RPS was within bandwidth as much as possible within the same budget

Result:

14% more sales forthe same cost

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Watch the short youtube film herehttps://www.youtube.com/watch?v=iKO58lLiDrc

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