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Make The Most Of Your Digital Spend

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Information about Make The Most Of Your Digital Spend
Business & Mgmt

Published on October 7, 2013

Author: MillwardBrown

Source: slideshare.net

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1 make the MOSTof your DIGITAL MARKETING spend MEDIA & DIGITAL Monique.Leech@MillwardBrown.com +11 202 7000 Twitter: @MoniqueLeech #MBSADigital

2 We have heard some interesting conversations around digital…. some of them are along these lines…

3

4 Does your digital plan resemble a“lets do everything” strategy? Or is it more focused?

5 Todays objective is to ensure that you walk away with learning's to inform proper digital strategy!

6 Why are so many marketers uncomfortable with digital?

Once upon a time (15 years ago)… we had all of these 7

Now all this…. 8

Fits into one of these… 9

The good old days: when did you finish high school? 10 • AFTER 2000? • BEFORE 2000? IF SO:

11 We forget that digital is basically a teenager! And like a teen – changes constantly!

12 Most marketers didn’t grow up in a“digitized”area. People tend to shy away from things they are not comfortable with.

13 BUT – you need to adapt and get comfortable in the digital space.

14 Why? Should you be paying any attention to digital marketing? It is, after all, still such a small piece of the advertising pie….

Total advertising spend is forecasted to be USD4Bill at the end of 2013 15 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 2006 2007 2008 2009 2010 2011 2012 2013 (F) Total Advertising Spend South Africa USD Billions Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013

And yes, the forecast for Digital Spend for 2013, remains a small piece of the pie (2%) 16 Total Advertising Spend South Africa 2013 USD Millions Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 TV Radio Newspapers Magazines Cinema Outdoor Internet

But look at this picture in another way and we can see that digital spend has increased almost 10x since 2006 17 Total Internet Spend South Africa 2006 vs 2013 USD Millions Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 2006 = 17 Million 2013 = 111 Million

But what we tend to forget, is that most of this reported spend is based on online display… 18

Current spend metrics do not include a massive potion of digital channels…. 19 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 SMS or MMS or Mobile in APP ads, Mobile Gaming, AR Campaigns

The industry is however working on a solution… 20

Doesn’t matter though…… because Digital is measurable….(right?) There are a LOT of 1’s and 0’s and therefor tons of data! CTR, CPC, CPL, CPA 21

64% The proportion of advertising and agency executives that use CTR to evaluate performance? 22 http://www.collective.com/sites/default/files/Collective-2010-Display-Study.pdf

The average click-through rate reported by DoubleClick for South Africa in 2013 is 0.22% 23 Yes, folks – this tiny green dot is CTR http://www.richmediagallery.com/resources/benchmarks/?utm_source=Think+Insights&utm_medium=website&utm_camp aign=Launch

What about the other 99.78% who didn’t click? Campaigns are more than click through rates. Just because I don’t click – doesn’t mean I haven't seen your ad.... Or thought about it, or processed the message. 24

We know an ad campaign can have many effects…. Brand awareness, brand consideration, positioning (to mention a few). And what about digital compared to offline channels? 25

26 Shouldn’t we be thinking of a better way to measure?

Current metrics don’t allow for direct ROI comparison of media channels: 27 TV/ Radio/ Print/ Outdoor Reach Frequency GRPs Brand Impact Digital: Impressions CTR CPM CPC/CPL/CPA

Our CrossMedia solution compares all channels to deliver a common currency 28 Reach Frequency GRPs Brand Impact TV Reach Frequency GRPs Brand Impact Online Press Radio Reach Frequency GRPs Brand Impact Reach Frequency GRPs Brand Impact Using this extensive database , we will be sharing some insights in terms of how digital DIRECTLY stacks up to other media channels

Digital as part of the media mix Some learning's from our cross media database

TV remains the biggest reach channel across our region. 30 Channel Reach Based on 78 XM studies 71 36 36 34 32 30 29 24 18

Case Study 1 *Average contribution across awareness, consideration and brand image Case Study 2 TV Case Study 3 TV TV TV Contribution to brand performance – Cases And while TV is still a key driver in most campaigns… Case Study 4 TV 31

TV TV TV Other channels also make significant contributions, despite the high TV weights already in place TV *Average contribution across awareness, consideration and brand image TV Online Outdoor Magazines Newspapers Radio Contribution to campaign effect – Cases 32 Case Study 1 Case Study 2 Case Study 3 Case Study 4

Synergistic effects are a key factor in these Cases *Average contribution across awareness, consideration and brand image Multi-media synergy Contribution to campaign effect TV Online Outdoor Magazines Newspapers Radio 33 TV TV TV TV Case Study 1 Case Study 2 Case Study 3 Case Study 4

Solus Media Effect, 62 Synergy, 38 And we see this across AMAP too – 1/3 campaign performance from synergies 34 OOH Share of campaign effects on brand image – all studies, AMAP Based on 78 XM studies

0% 2% 4% 6% 8% 10% 12% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ContributionperReach CrossMedia Reach POS TV Newspapers Magazine Online  Outdoor Cinema Radio Online consistently delivers the best cost per person reached in driving brand engagement Range of Impact on Brand engagement Based on 78 XM studies35

0% 2% 4% 6% 8% 10% 12% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ContributionperReach CrossMedia Reach POS TV Newspapers Magazine Online  Outdoor Cinema Radio Online is also seen as a strong performer in driving actual brand consideration and purchase intent. Range of Impact on consideration /purchase intent Based on 78 XM studies36

37 Social Media Learning's from our FanIndex ™and Verve™ database

The good old days: 38

39 But things have changed…. And social is becoming more important. WHY?

Most consumers start with search, but 1 in 5 look for your brand in a social space! Source: Custom research study with GroupM Search and comScore: “The Virtuous Circle: The Role of Search and Social Media In The Purchase Pathway,” February. 50 24 18 Search Engines Company Sites Social Media The path to purchase starts here… 40

As poor a measure of effectiveness as CTR might be, adding social media to paid media still doubles click through rates Click-Through Rate On Brand Website DOUBLE CTR Influenced Social + Paid AVERAGE CTR Paid Only Source: Custom research study with GroupM Search, comScore and M80: “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” . 41

Social media is not what you might think….. It is more than Facebook and Twitter! 42

43 Why don’t I have any friends or followers? Biggest mistakes brands make in social media

Things brands (who have failed) wish they had done: 44 Set clear goals

45 facebook

Getting it right on Facebook, matters. Engaged Facebook fans spend 3-4X more on your brand! 46 FANS NON-FANS Source: BRANDZ 2012 global database 13% 3% 46

Regular  posts Expected Trustworthy  brand news Expected New  product  info Expected Offers Expected Contests/  Giveaways Expected Interaction Differentiator Variety Differentiator Innovation Differentiator Community Differentiator Fun Differentiator Fan page must engage. Two-way dialogue. 47

How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? Source Fanindex Global Databse n = 21126 respondents globally,48 • NEW AND INNOVATIVE +25% • LIKLIHOOD TO BUY BRAND IN FUTURE +22% • USEFUL INFO +20% • BRAND RECOMMENDATION +19% • FUN AND ENGAGING CONTENT +19% • EASY TO USE AND NAVIGATE +16% • WIDE VARIETY OF INFORMATION +16% Difference in % between South Africa norms & global Fanindex norm

Once a week 60% At least once a month 22% Few times a year 1% First visit 17% Source Fanindex Global Databse n = 21126 respondents globally, Question is based on claimed frewuecy of visit How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? = 15% higher than global average

Read regularly 59% Read occasionally 35% Hardly ever read 4% Never noticed 2% Source Fanindex Global Databse n = 21126 respondents globally, Question based on type of attention given to posts in newsfeeds How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? = 18% higher than global average

A great case study: Volkswagen Street Quest Winner of 6 Bookmark Awards 2012 - http://www.youtube.com/watch?v=_zJ7ngSF8no51 Click box below to see video

Its all about being relevant and quick

A great case study in relevance: Audi A3 Exchange http://www.youtube.com/watch?v=uCsxsO6fo0053 Click box below to see video

A great case study in speed: Oreos 54 http://www.youtube.com/watch?v=79wEsmHrw8w Click box below to see video

55 Mobile: the HUGE opportunity Learning's from Millward Brown Adreaction Study

Mobile is THE entry point to digital marketing in South Africa MMA South Africa: Based on AMPS 2012AB56 There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) There are 4.6 times more households with a cellphone than a computer SMS text messaging is used by 3 times more people than email of internet accessed is via mobile 2 x 4.6 x 3 x 86%

7 out of 10 consumers having been spurred into action after seeing a mobile advert. Adreaction 2012 mobile consumers across smart phones and feature phones57 Main action taking as a result of seeing mobile ads: 30 34 36 Clicked on or interacted with the ad Visited the brand’s website Searched for the brand on the Internet

We have completed 300+ mobile advertising studies across a broad range of industry verticals. Mobile Search Location Augmented Reality Display & Rich Media Ads SMS APPS Mobile Video More commonly researched Emerging Mobile Adindex Global database58

Mobile Works! The average campaign has an impact on all 5 traditional brand metrics. Percent Impacted: Delta (Δ) Aided Brand Awareness Brand Favorability Purchase Intent Ad Awareness Message Association +5.9 +19.9 +12.1 +3.9 +4.7 Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents Delta (∆)=Exposed-Control 59

Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns 60 MOBILE ONLINEAided Brand Awareness Brand Favorability Purchase Intent +5.9 +19.9 +12.1 Ad Awareness Message Association +2.1 +4.2 +2.2 +3.9 +4.7 +1.4 +1.2 Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control

61 Its not all about smart phones….

Even the most basic SMS marketing works! HOW MOBILE CAN IMPROVE ROI www.dynmark.com62 90% OF SMSes ARE READ IN THE FIRST 15 SECONDS

PLEASE CALL ME! Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10,63 9 out of 10 South Africans know what a PCM is 1 in 2people have sent a PCM in the last week… (80% LSM 5 but 46% in LSM 10) 20% Only 20% of consumers claim to read the WHOLE PCM message (not just the number of the person who sent the message) 64% who read the advertising, claim to have responded!

Knorr in every stew Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/64 Click box below to see video

Mobile Text Books The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippines http://www.youtube.com/watch?v=7bUGXqhrVrw&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh 65 Click box below to see video

66 Mobile Best practices for mobisites and APPS

Apps are easier to use and access, different to a brands website and offer MORE than a website. N=354 smartphone users only67 QUESTION: What are the biggest advantages of apps? 2 3 15 19 22 25 29 54 61I can access an app directly rather than having to  navigate through a browser It is easier to visit an app on a regular basis than  a mobile website I can do things with an app that can’t be done on  a website Display of content from apps is better than from  a website Apps don’t need an internet connection Apps are better for gaming Apps have better content than websites None of the above Other

Biggest disadvantages of apps include draining battery power and connectivity N=354 smartphone users only68 QUESTION: What are the biggest disadvantages of apps? 2 7 14 18 25 53 I don’t find apps to be useful The process of finding and downloading apps is just too confusing Apps too often crash my mobile device Apps always seem to want more information than I’m willing to share Apps take too long to load or navigate Apps drain my mobile devices battery life 11% say there are no disadvantages to using aps 11% say there are no disadvantages to using aps

GOOD mobisites are fast becoming a necessity for marketers! N=354 smartphone users only69 38% Of consumers say their opinion of a brand will be lower if they do not have an optimised mobi site 13% Say their opinion of a brand will be lower if the website content doesn't display properly on their phone

Top 3 things that consumers want from a mobisite N=354 smartphone users only70 64 70 70 It displays clearly on my mobile device It is easy to find via mobile search It loads quickly QUESTION: Which of the following best describes a good mobile website?

ABSA Design Indaba Winner of 2 2013 Loeries http://www.youtube.com/watch?v=Ff0Z39LbvFs 71 Click box below to see video

Online Video Learning's from Millward Brown ADINDEX™ database

We see that Video has a stronger impact on brand metrics than other online formats AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant 3.6 2.7 1.2 2.4 0.9 0.3 2.0 1.4 1.1 Aided Brand Awareness Brand Favorability Purchase Intent Video Rich Media Std Flash O N L I N E V I D E O O U T P E R F O R M S O T H E R O N L I N E A D F O R M AT S I N B U I L D I N G A I D E D B R A N D AWA R E N E S S , G E N E R AT I N G B R A N D FAV O U R A B I L I T Y A N D D R I V I N G P U R C H A S E I N T E N T %differenceExposedvsControl

And online video impact only requires low frequency 2.7 2.7 1.3 1.9 1.0 -0.4 1.1 1.0 1.0 Aided Brand Awareness Brand Favorability Purchase Intent Video Rich Media Flash %differenceExposedvsControl AD FORMAT – FREQUENCY OF 1-2 AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant

However, high frequencies for online video can be negative 75 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0 2.5 1-3 4-9 10-14 15+ Standard Flash Video M A N A G I N G F R E Q U E N C Y A C R O S S P U B L I S H E R S / N E T W O R K S I S C R I T I C A L AVERAGE%IMPACTED– PURCHASEINTENT FREQUENCY AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant

76 The importance of good creative

The advertising challenge is consistent across online and offline media 77 branded engagement: Will the ad connect with the consumer in a branded fashion? motivation: Do the brand associations make it more desirable at key decision moments?

Enjoyment and Stopping Power are key for Digital Impact N O T E * : T H E S E R E L A T I O N S H I P S A R E D I C T A T E D L A R G E L Y B Y T H E F A C T T H A T T H E S E M E T R I C S C O N T R I B U T E T O O U R A W A R E N E S S I N D E X / I M P A C T S U M M A R Y M E T R I C S Impact diagnostics Correlation with Impact/AI TV Print Digital Branding* 0.64 0.81 0.90 Enjoyment* 0.50 N/A 0.79 Involvement* 0.44 0.58 0.38 Understanding 0.23 N/A 0.71 Stopping power* N/A 0.74 0.85 Different to other ads 0.40 0.70 N/A IMPACT

New information drives persuasion strongly across all media. Persuasion more likely to impact virality for digital ads. Persuasion diagnostics Correlation with Persuasion TV Print Digital New information 0.70 0.72 0.62 Relevant 0.63 0.60 0.65 Believable 0.45 0.43 0.47 Brand really different 0.68 0.64 0.46 Brand Appeal 0.77 0.77 0.74 Tell other people 0.41 0.60 0.68 Saw online would send on 0.31 N/A 0.70 PERSUASION

For Digital, some measures regarded as Impact diagnostics are also related to persuasion …. Impact diagnostics Correlation with Persuasion TV Print Digital Branding 0.23 0.30 0.26 Enjoyment 0.29 N/A 0.60 Involvement -0.01 0.34 0.26 Understanding 0.33 N/A 0.37 Stopping power N/A 0.45 0.64 Different to other ads 0.05 0.29 N/A PERSUASION

Whatmakesa goodvideoad? Videosthatareenjoyableand entertaining Creativesthatareintrinsicallylinked tothebrand Onlinevideocontentsynergisticwith offlinemarketingefforts 81

Entertaining and viral! TNT http://www.youtube.com/watch?v=316AzLYfAzw82 Click box below to see video

Re-purposeornot- repurpose? 83

3.1 4.8 1.3 1.4 1.0 2.4 4.3 3.0 1.6 1.5 0 1 2 3 4 5 Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration Repurposed TV N=594 Made-for-Web N=212 Averagedeltashift BothRe-purposedandMade-for-webcanperformwell Source: Dynamic Logic Global MarketNorms data Bars show average delta shifts (i.e. difference between control and exposed groups’ responses) by online video type84

Video Creative Best Practices (All Formats) 85 1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone

Video Creative Best Practices (All Formats) 86 1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone 2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed

Online video ads that have companion banners typically outperform video ads without on awareness metrics Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n= 49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondents Percent Impacted = Exposed – Control 87 3.6 5.9 4.6 1.9 1.3 2.1 4.5 2.2 1.5 1.3 Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent PercentImpacted Companion Banner No Companion Banner Other approaches such as wrapping the video content within a branded frame that delivers message + brand have also proven successful for in-banner placements

Video Creative Best Practices (All Formats) 88 1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone 2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed 3 Interactivity can help get your ad noticed, but make sure the interaction: a) isn’t required to understand the brand and key message b) doesn’t take away from the brand and message delivery

Interactive ads can be effective when used appropriately AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39 campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on charts indicate values are not statistically significant 89 • U S E E X P A N D A B L E / I N T E R A C T I V E A D S A S A M E A N S T O A L L O W T H E V I E W E R T O D R I L L D O W N F O R M O R E D E T A I L R A T H E R T H A N C O N V E Y I N G A L L I N F O R M A T I O N U P F R O N T I N T H E A D . 1.2 5.5 2.1 2.9 Aided Brand Awareness Online Ad Awareness Banner - Interactive Banner - Not interactive %differenceExposedvsControl

Video Creative Best Practices (All Formats) 90 1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone 2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed 3 Interactivity can help get your ad noticed, but make sure the interaction: a) isn’t required to understand the brand and key message b) doesn’t take away from the brand and message delivery 4 Most top performing video ads have the brand well integrated within video (e.g. image of person using the product, product shot, brand name/logo shown, voiceover references the brand name).

UtilisingtheuniquefeaturesoftheWebtocreatean interactiveexperiencewiththebrand http://www.youtube.com/watch?v=eQtai7HMbuQ&feature=plcp A interactive case study - Tipex 91

92 Creative learning's are similar for display Learning's from Millward Brown ADINDEX™ database

Brand Presence – show brand prominently 93 x

Framesstandontheirown 94 x

x Simplemessages 95

Productshots&humanpresencework 96

Key points to take away 97 Digital works in driving brand engagement – look beyond CTR Social media is a must – but make sure you match the platform to your brand and employ a community manager Facebook fans can drive brand sales – but content and engagement is key You need to be relevant and quick if you are on Twitter Mobile presence is a must for your brand Online video creative best practices are the same as TV – integrated brand engagement Make sure your display ads are well branded, don’t contain too many messages, each frame can stand on its own and include human presence and product shots

98 Thanks for your time! Please tell us what you think: SMS Digital to 35656 (RSA only) MEDIA & DIGITAL

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