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2
• How do I keep pace with the digital revolution?
• How do I maintain coherence in my communication?
3
Digital – how much, how quickly?
1. Current role in the media mix – engagement or scale?2. Measurement/optimisation – using the right metrics
4
What are the media roles in a typical mix?
Mass
Exposure
Engagement
Efficiency
Where is digital
in MENA?
5
Digital is still relatively cheap for the engagement it can deliver
100 33
Cost of achieving 1% increase in brand attributes (MENA, index to traditional)
Traditional Digital
Only
33%
But can it be scaled to a large audience?
6
Digital can give very significant reach in MENA
TV: ~75%+
OOH:
~50%+(metro only)
Digital 36%
53%
10%
Print: 35%
Radio: 17%
% R
EA
CH
Although TV is still the best way to establish the campaign in a mass audience
7
48%
Video neutral channel planning – case study (Turkey)
Facebook performs in line with top TV channels on reach
53%
Channel 1
48%
Channel 240%Channel 3
38%
Channel 4
34%
Channel 5
10
Base sales are driven by “brand impact”
CampaignTotal
Sales
Performance
Emotion
Popularity
Dynamism
Difference
Value
Salience
Brand
Engagement
The Sales Response Effect
The Brand Effect
Strengthens loyalty
of existing users and
brings new users into
brand
Sustained, longer term
Immediate, short term
Mostly incremental
sales to existing users
• Don’t lose sight of brand objectives in the rush to optimize programmatically based on behaviour.
Programmatic increasingly contemplates brand
Be open minded on optimising campaigns: the average click-through rate is around 0.25% or less
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Yes, this tiny green dot is CTR
http://www.richmediagallery.com/tools/benchmarks
Breaking down social and mobile silos
• The fragmented and competitive social & mobile landscape drives advertising
innovation but brings with it inefficiencies & challenges
• Develop coordinated strategies across social & mobile platforms and work with these
publishers to prove their collective brand value in the overall media mix
Analogue goes digital
• Brands must leverage mobile-enabled connectivity coherently through every aspect
of their marketing programs.
• To maximize ROI exploit the use of digital technologies to create simple, easy mobile
interaction through all touch points.
• Give your consumers control of when and how they engage with your brand.
Getting it right unlocks tremendous value
In this campaign media synergies amplified the brand impact by 200%
13%
13%
30%
44%
Online
TV
OOH1%
4%
11%
15%
70%
Online
PrintTV
Synergies
OOH
CrossMedia – non-FMCG, KSA
22
In order to be successful, brands need to create media agnostic ideas that are social at their core.
70|20|10 mentality driving innovation
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70
20
10
TV
Outdoor
Radio
Cinema
Activations
Online search &
display
2005
TV
Outdoor
Radio
Cinema
Activations
Online search &
display
Social Media
Online Video
Mobile
2010
TV
Outdoor
Radio
Cinema
Activations
Online search & display
Social Media
Online Video
Mobile
Gaming
AR, LBM & NFC
2015
What is my campaign's optimum frequency range?
Different campaign objectives may require different media support levels!
0%
20%
40%
60%
80%
100%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
% m
axim
um im
pact
Frequency
TV(100)
Bus (80)
15-177-9
Digital
TV
• Location-based marketing opportunities are powerful when brands focus on
consumers’ interests rather than on their own
• Consumers will increasingly expect to be presented with ads that are
meaningful in the moment; location data will help targeting be more accurate
than ever. Just be careful not to creep people out!
CONSUMER-FOCUSED LOCATION-BASED MARKETING BLOOMS
NATIVE MORE OFTEN GETS IT RIGHT – BUT CHOOSE WISELY
• Savvy marketers can take advantage of native advertising by
partnering with publishers offering best-in-class solutions.
• Match site’s editorial tone, create content that resonates with that
audience
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed - Control40
The power of creativity
Creative power and media disruption
accounts for
THE MAJORITYof campaign impact
For more information contact:[email protected]