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South AfricaMonique Claassen
Client Service Director, Media & Digital
@MoniqueLeech
2018
PEOPLE, PEOPLE EVERYWHERE – SCREENING OUT ALL
MARKETING COMMUNICATION....#OIVEY
How do we connect?
Right Audience
Right Time
Right Message
2
Insights in this presentation have been synthesised from the following data
sources
3
Millward Brown
CrossMedia Data base
norms
This includes insights from
over 300 multichannel
studies. Data includes
norms from reach,
frequency, duplicated
reach, incremental reach
and channel impact on
core brand metrics
Millward Brown
CrossMedia Data base
case studies
Where applicable, we have
included relevant case
studies from the alcohol
category and/ or particular
media channels
Digital Market Norms
database
This is the largest
online/ mobile insights
database in the world,
With over 13’000
Brand Lift Insight
studies and over
9’000’000 respondents
to analyse, here we
look at norms for how
online/ mobile/ alcohol
advertising affects
brand response
Connected Life
Connected Life is a yearly
study which covers off
consumer connected
media behaviour and
insights across 70’000
respondents in 70
countries. It represents
over 91% of the world’s
Internet population. A few
South African examples
have been shared in this
presentation. n=1000
South African consumers
Adreaction
Looks at advertising
content preferences for
offline and digital channels/
formats across generations
(Gen XYZ). Global study of
over 60’000 respondents,
sample of n=301 in South
Africa
The
Environment
4
People feel media fragmentation and an increasing pressure and intrusiveness of
ads, but some also say campaigns fit together better and tell better stories
This is especially true here in South Africa
Source: Adreaction Q015 - AD_FREQ: Advertising Frequency. Do you agree or disagree with each of the following
statements?5
-3
-2
-4
-12
91
88
79
61
-100 -80 -60 -40 -20 0 20 40 60 80 100
Ads are appearing in more places now
I see more advertising now
Ads are more intrusive now
Ads tell better stories now
% DISAGREE % AGREE
(81)
(74)
(69)
(52)
% AGREE
GLOBAL AVERAGE
Compared to 3 years ago…
6
Five principles for multichannel campaign success
INTEGRATION
IDEA
CREATIVE
PLACEMENT
CUSTOMISATION
INTEGRATION
CROSSMEDIA
EFFECTIVENESS
LEARNING
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
Overall campaign contribution
by campaign type
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Integration is key to overall marketing ROI.
There are multiple levels of campaign integration to consider
Source: Adreaction9
Not Well
Integrated
Integrated,
Not Customised
Integrated and
Customised
The campaign idea was consistent
in most channels
The campaign idea was consistent
in most channels AND creative was tailored
to each individual channel
The campaign idea was not clear
in many channels
There is a gap between how well marketers think they integrate strategies and
what consumers see. Fit could be better across all channels.
Getting Media Right 2017: How integrated are your media strategies for desktop/laptop, mobile, and TV? Figures shown are % “very integrated” or “somewhat integrated”.
Q018 - AD_FIT: Advertising Fit Across Formats. How well do the ads you see from most brands fit together across different ad formats? Figures shown are % “fits together very well” or “fits together somewhat”.
10
Across
all(Global average: 58%)
Between online
and offline(55%)
Between different
offline formats(59%)
Between different
online formats(56%)
89%
Desktop, mobile & TV
Consumers view of campaign fit (vs global average %)
Marketers view of
strategy integration
74% 64% 77% 67%
Currently one in four of the campaigns we measure are missing the mark
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive
Integrated – similar ads, but NOT well
customised to individual media
Integrated AND most media
were well customised
Nature of multichannel campaigns
Not well integrated
11
POLL: Why do you think we see this gap? Why is it hard to maintain campaign
integration, even when the strategy is integrated?
1. Advertisers don’t deliver a common brief for agencies
2. Despite a common brief, different agencies tend to come back with very
different ideas
3. TV ads are developed first, other media are developed in a rush
4. Digital media teams are a separate silo
5. Advertisers deliberately like to segment audiences or messages by media
channel
POLL RESULTS: the main challenge to implementing integrated campaigns is a
process issue with non-TV channels still being something of an after-thought.
Source: AdReaction client webinar, responses from 65 attendees
37%
23%
17%
14%
9%
TV ads are developed first, other media are developed in a rush
Digital media teams are a separate silo
Despite a common brief, different agencies tend to come back withvery different ideas
Advertisers deliberately like to segment audiences or messages bymedia channel
Advertisers don’t deliver a common brief for agencies
3.
4.
2.
5.
1.
CROSSMEDIA
EFFECTIVENESS
LEARNING
You need lots of
brand integration
cues to improve
campaign
performance
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
1 to 3 4 to 6 7 or more
Overall campaign contribution
by number of integration cues
14
CROSSMEDIA
EFFECTIVENESS
LEARNING
Consistent use of
characters or
personalities
differentiates the
best campaigns.
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
Celebrity
Type of humour
Voiceover (content)
Character
(non-celebrity)
Social media
hashtag
Voiceover
(person)
Website
address
Slogan
Tone of voice
Creative idea
Message
Logo
Visual identity
Colour scheme
Wh
at
wo
rks
What happens
Music/soundtrack
200
180
160
20% 30% 40% 50% 60% 70% 80%
15
IDEA
16
“When you really think about what’s the most
important piece of the value chain, it’s an
insight that translates into a great creative
idea that translates into great sales”
Marc S. Pritchard
Chief Brand Officer at Procter & Gamble
CROSSMEDIA
EFFECTIVENESS
LEARNING
Ideas act as a glue — campaigns with a strong central idea perform
better across all brand KPIs, especially image associations
Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (194 studies, 137 with a campaign idea indexed vs 57 without)
Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive18
Campaign contribution
(campaigns with a central idea)
Indexed against
campaigns with
no central idea
100
CROSSMEDIA
EFFECTIVENESS
LEARNING
PLACEMENT
19
Digital and offline have an equal share of South African eyeballs (#saywhatnow?)
20
64 60 49
36 40 51
Global MEA South Africa
Share of time on media:(%)
Traditional
Digital
Source: Kantar TNS Connected Life (B1) Device ownership | (D3New) Time spent on devices |
(D3) Time spent on activities. Base: Global (74404) | MEA (8175) | South Africa (1000)
Looking across formats, majority of respondents still watch a large amount of TV and spend a
limited time on digital video...
35
48
31
33
37
61
19
8
4
13
7
4
Global
MEA
South Africa
Watch limited amounts of
both online video and TV
Watch limited online video,
but large amounts of TV
Watch limited TV, but large
amounts of online video
Watch large amounts of
both online video and TV
Source: Connected Life Source: (C1) Frequency of online activities. Base: Global (74404) |
MEA (8175) | South Africa (1000)
CROSSMEDIA
EFFECTIVENESS
LEARNING
Data Source: Kantar Millward Brown South Africa CrossMedia studies up until December 2017
22
In South Africa, TV and in-store comfortably generate most reach, while OOH and Radio tend to deliver high frequency levels.
79
71
38
31
31
28
20
16
15
15
13
TV
In Store
OOH
Radio
Newspapers
Programmatic
Premium online/mobile Display
Sponsorship
Magazines
YouTube
AVERAGE FREQUENCY
19
5
14
4
34
6
2
6
3
5
5
AVERAGE ACHIEVED CAMPAIGN REACH %
CROSSMEDIA
EFFECTIVENESS
LEARNING
Launching a campaign using TV first, can double overall brand impact, compared to not
including TV in a campaign.
From the CrossMedia
database it is clear
that non TV media
can perform alone but
they do much better
with TV priming (TV
flighted first in a
campaign). The
example below shows
that launching with
TV first, more than
doubled overall brand
impact.
23
Response within each Media Exposure group indexed on TV
59
100
135
SOURCE: CROSSMEDIA CASE STUDY, IMPACT OF CAMPAIGN USING TV AND NO TV. N=1400
RESPONDENTS. ONLY EXPOSED GROUPS HAVE BEEN INDEXED.
No TV TV only With TV first
Ad Awareness
Message Association
Brand Awareness
Purchase Intent
CROSSMEDIA
EFFECTIVENESS
LEARNING
Planning with ALL video in mind, can lead to massive marketing savings overall in building
REACH....
Source: CrossMedia How did this brand save 200K in their next campaign? In this illustration the brand was looking to explore whether online YouTube Video (re-roll) was an efficient way to extend the reach of their TV ad in
the face of shrinking budgets. We found that YouTube video delivered incremental reach which would have cost far more to replicate through increase TV investment.
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90% 110%70%60%50%
TV+YouTube Campaign
TV Only Simulation
Overall Campaign Reach: 74.1%
Spend % Simulation
+200KActual Campaign
(TV and YouTube)
Total 1.91m
‘TV Only’
(simulation)
Total 2.11m
CROSSMEDIA
EFFECTIVENESS
LEARNING
What gains can you expect R1mil rand investment on digital video?
25 Source: Duplicated and incremental reach across 4 CrossMedia South African Case
Studies
Duplicated reach with TV 25-35% 10-15%
Incremental reach with TV 4-7% 1-4%
CROSSMEDIA
EFFECTIVENESS
LEARNING
We generally see that all media can achieve all brand objectives. TV is best for
awareness, but other media such as Facebook can be more cost effective.
Data Source: Millward Brown global CrossMedia database, April 2017, 798 studies.
Contains results from all 4 regions (AMAP, LATAM, Europe and NA). In Europe, Facebook includes other social display & video.
Channel level contribution vs spend for different brand metrics
CROSSMEDIA
EFFECTIVENESS
LEARNING
However, all is not rosy in the digital garden, online formats are far less popular
The gap between digital and traditional formats is especially wide in South Africa
Q011 - AD_FORMAT: Advertising Formats. How would you describe your attitude towards each of the following advertising formats?
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65
63
60
59
57
56
38
27
27
26
25
Billboard/Outdoor ads
Magazine ads
Radio ads
TV ads
Cinema ads
Newspaper ads
Online search ads
Online display ads (laptop or PC)
Online display ads (mobile)
Online video ads (laptop or PC)
Online video ads (mobile)
GLOBAL AVERAGE
(54)
(53)
(45)
(52)
(51)
(51)
(34)
(34)
(30)
(33)
(30)
% VERY / SOMEWHAT POSITIVE
CREATIVE
28
Largest variation in performance amongst digital campaigns (within alcohol) is the creative!
29
-5%
0%
5%
10%
15%
20%
Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent
Worst 20% Average Best 20%
SOURCE: KANTAR MILLWARD BROWN MARKET NORMS DATABASE
Even with strong integration and an inspiring campaign idea,
creative executions can still fail to engage
Base: 12 Link for Campaign AdReaction studies
5 of 12 integrated campaigns tested scored
below average in terms of their overall
campaign impact (even though all seemed
to have clear ideas behind them).
30
Every creative element of a campaign counts
Source: Kantar Millward Brown’s Link for Campaign (93 U.S. studies)31
0.93 correlation between overall campaign likeability
and the average likeability of all ads tested
CUSTOMISATION
32
CROSSMEDIA
EFFECTIVENESS
LEARNING
TV and online video benefit most from integration AND customisation;
also important for outdoor. Customisation currently helping less for print.
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
Channel level contribution by campaign type
People think online video customisation should be mainly about making TV ads shorter, or at
least cutting to the chase. South Africans seem particularly impatient!
Q024 - ONLINE_VIDEO: Online Video Ads. Sometimes a brand will put different video ads online than they do on TV.
How should brands modify their online video ads from their TV ads?34
% ENDORSEMENT
49
40
23
21
18
14
8
6
Online videos should be shorter than TV ads
Online video can be the same length but needs to cut to the chaseso I can decide if I want to skip or not
Online video should show the brand earlier
Online video should appeal to a younger audience
Online video should feature different characters who are morerelevant online
Online video should be edgier or riskier
Online videos should be longer than TV ads
Online video should include a “making of”
GLOBAL
AVERAGE
(37)
(29)
(18)
(21)
(15)
(17)
(10)
(10)
35
Recommendations
INTEGRATION 1. Integrate comprehensively
IDEA 2. Build from a strong idea
CREATIVE 3.Make each piece of content
amazing
PLACEMENT 4.Invest only in channels that
have a clear role
CUSTOMISATION 5. Tailor content for each channel
Thank you!
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