GMPVC German Media Pool

HOW TO BECOME A MEDIA STAR – CAMPAIGNS IN TV, PRINT & CO

Berlin, 04.09.2014

04.09.14 Slide 2

Wanna become a media star?

04.09.14 Slide 3

Many showcases for growing to Million-!!! - with media

Saskia Sefranek

!  Associate at German Media Pool !  Supported 10+ startup campaigns in

!  TV !  Out of Home !  Radio

!  Partnering with media planning agencies, creative agencies and tracking providers to help our startups achieve break-through campaigns.

!  Currently setting up new funds with large publishing houses with Raffay Media Venture

04.09.14 Slide 4

Who am I? What do I know about media campaigns?

GMPVC German Media Pool

Thirteen investments in over 20 media rounds (selection).

Germany’s first independent media4equity fund combining different media types.

Partnered with leading media companies for strong cross-media campaigns in TV, Radio and Out of Home.

Media Star

Tracking

Creative Media

planning

04.09.14 Slide 5

Three Ingredients of a successfull media campaign

Media Star

Tracking

Creative Media

planning

04.09.14 Slide 6

Three Ingredients of a successfull media campaign

04.09.14 Slide 7

What do you think worked better?

Out-of-Home Campaign Urbanara 2011 vs. 2014

04.09.14 Slide 8

What do you think worked better?

TV Campaign Danato 2012 vs. 2013

04.09.14 Slide 9

What do you think worked better?

Learnings regarding Creatives •  Performance before beauty •  One key message •  Short and simple •  USP / How-to explanation •  Call-to-Action •  Repeat brand & URL

04.09.14 Slide 10

Startup TV spot evolution - from stick figures to brand building

„Erklärbär“ / explainer Animated film Storytelling Live-Action film

Brand image

Early Swoodoo TV Spot •  Pure focus on lead generation •  Animated explainer video

Later Swoodoo TV Spots •  Distinct brand image & variation of same story •  Trade mark (finger puppet)

Costs for spot production

Media Star

Tracking

Creative Media

planning

04.09.14 Slide 11

Three Ingredients of a successfull media campaign

04.09.14 Slide 12

How to start off your media planning?

Campaign goal

Sales push Branding

Target group Budget Timing

Strategy & Channel-Mix

•  Focus on cost-efficiency

•  Smaller budgets, often mono channel

•  Focus on reach & brand building

•  Larger cross-media campaigns

vs.

04.09.14 Slide 13

Choose timing and advertising pressure wisely

Frontloading •  100GRP+ /week at

peak times •  Heavy promotion at

campaign start e.g. for new product launches afterwards constant reminders

Backloading •  100GRP+ /week at

peak times •  Economic schedule at

first, e.g. for testing then scale up for strong impression

Flighting •  Min. 40GRP+/week

repeatedly •  Iterate strong and idle

advertising •  Benefit form residual

awareness between flights

Aim for strong advertising impact (high GRPs) to break through customers attention span and high frequencies to keep it there.

TV Radio Out-of-Home Print

Media use cases • On the couch • In the evening • Secon screen (laptop / phone)

• During your morning routine

• In the car • At the work place

• In the city, while shopping

• While driving • In public transport

• At home at the breakfast table or on the couch

• While travelling

Benefits per channel • Drives Sales immediately

• Easy to track

• Cheap gross contacts

• Regional campaigns

• Reaches everyone • High-quality look • Regional campaigns

• Targeted and context-specific ads possible

• Ad can be kept

04.09.14 Slide 14

It‘s in the (channel) mix!

TV Radio Out-of-Home Print

Media Best Practices • Use strong call-to-action & URL

• Day-time and summer ads are very cost-effective

• Niche channels for targeted

• High frequencies of short spots

• Sponsorings for higher awareness

• Clean visuals • Repetition of motives in whole city

• Fashion topics work well

• Discount codes • Oversize-flyer • Contextual-matching

• Strive for user interaction (e.g. competitions)

04.09.14 Slide 15

It‘s in the (channel) mix!

Combine channels for maximum exposure – exploiting different media use cases.

Media Star

Tracking

Creative Media

planning

04.09.14 Slide 16

Three Ingredients of a successfull media campaign

04.09.14 Slide 17

TV impact has become easy to track

New visits per minute

49 Visits w/o Conversion 6 Visits with immediate Conversion

1 Visit with later Conversion

Immediate Effect of TV-Spot

Peak threshold

(1)  noise floor = Number of unique visits per minute on website from relevant traffic sources independent form TV campaign Source: Spoteffects

Ø noise floor (1)

Thanks to immediate second screen response after TV spots - tracking tools can measure clear traffic peaks.

Schemativ TV tracking mechanism

04.09.14 Slide 18

Several measures to assess short-term sales uplift – do not to neglect long term effect on brand awareness

TV Radio Out-of-Home Print • Tracking Tools measure traffic peaks 10min after spot (e.g. tools RapidApe, Spoteffects)

• Add multiple for indirect traffic

• Regional Uplift Analysis (compare uplift before and after campaign compared to benchmark)

• (Online) Competitions

• Regional Uplift Analysis (compare uplift before and after campaign compared to benchmark)

• QR codes (semi-significant)

• Use & measure coupons

• Engage with customer in Competitions

• QR codes

• While all these measures help to assess short-term sales uplift, for large branding campaigns also measure effect on long-term brand building, e.g. via brand awareness studies

04.09.14 Slide 19

Key Learnings?

•  Offline media can help you reach a new target audience & overcome the googe-wall

•  Media strategy needs to match campaign goal

•  Aim for a strong media-mix

•  Creatives don‘t have to be pretty or unique in order to perform well – focus on product USP and call-to action

•  Media is no longer a black box – there are many measures to track its impact

•  But media can do more than push short term sales – use ist branding power

#ARRRR

!  Please Feel Free to Contact Us

GMPVC German Media Pool GmbH Saskia Sefranek sps@gmpvc.com Mobile: +49 160 96 412829 GMPVC German Media Pool GmbH Meinekestrasse 5 10719 Berlin Germany Office: +49 30 609 847 838

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