1 apresentação maura coracini millward brown
TRANSCRIPT
1
Maura CoraciniMedia&Digital Manager
Millward Brown Brazil
São Paulo, May 2016
BUILDING
brandsWITH
digital
DIGITAL
is notA CHANNEL
2
?
WHAT’S THE ROLE OF YOUR
digitalchannel
3
To add reach to a campaign… or to work alongside other channels?
To fulfil demand… or to generate it?
To engage with a community, or to build one?
To drive e-commerce or acquisitions, or offline sales?
To take the place of TV, or of print?
To target people at home, at work, in-store?
To drive brand awareness, or consideration, or trial?
4
How do you
measuresuccess?
SALE
Shares
Clicks
Frequency
Advertising
5
click hereTO BUY NOW? SHORT-TERM SUCCESS IS IMPORTANT.
But for most brands long-term success is even more important.
POWER
Meaningful
Different
Salient
VOLUME
BOUGHT
(index to average)
LOW
0.44
MEDIUM
0.68
HIGH
2.2
BRAND STRENGHT
Brands that are Meaningful, Different and Salient are the ones that generate greater volume share.
Clicks are not correlated with brand impact
6Source: “Can Rich Media Metrics Predict Brand Impact?” by Ken Mallon (Dynamic Logic) and Rick Bruner (Google)
Click Rate vs Impact on Advertising Awareness Linear regression
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0.40
Click rate (log)
Ad
aw
are
ne
ss 0.20
0.00
-6.00 -4.00 -2.00 -0.00
7
* Source: Sizmek Benchmarks Report 2014 (Sizmek is a leading ad-server). For Australia, in 2013, the average CTR (click-through rate) of a standard banner ad was 0.06%. For Rich Media banners, the average CTR was 0.13%.
CLICK ME
Less than 0.2%*
OF ONLINE BANNER ADS
ever get clicked on
if you’re only measuring your digital activity with click-based metrics…then
you’re ignoring the brand effect the ad had on the other 99% of people who
saw it
8
1 2 3
HOW WELL DOES
DIGITAL WORK?
How does digital
performance compare
with other media
WHAT HELPS
IT WORK
What have we learned
about what makes
digital work harder
CAN IT WORK
EVEN HARDER
How can we make it
even more impactful
9
HOW WELL DOES
digital work?
Insights from MB’s CrossMedia studies - CANDE database
Channel Reach – LatAm (incl. Brasil)CrossMedia
10
Source: MB CrossMedia Studies – CANDE database
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ONLINE VIDEO RADIO ONLINE DISPLAY OOH TV
% Reach by channel:
1. Average from 46 studies
2. Range: 1 standard deviation from mean – covers 70% of results
But Online
video out
performs TV in
Brasil +LatAm.
CrossMedia
TV has most impact on saliency globally.
11
2,0%
1,0%0,9%
1,2%1,3%
1,7%
0,9%
0,7%0,9%
2,0%
Global Brasil+LatAm
Salience - % lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
Source: MB CrossMedia Studies – CANDE database
Again Online performs well vs TV
- CrossMedia
12
Brand Associations & Imagery - % lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
1,4%
1,2%
0,9% 0,9%1,0%
1,7%
1,0%
0,6%0,7%
1,5%
Global Brasil+LatAm
Source: MB CrossMedia Studies – CANDE database
In LatAm Online Video is the winning driver, but online display performs well too
- CrossMedia
13
Brand Motivation - % lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
1,2%
0,9%0,8%
1,0%1,1%
1,5%
0,6% 0,7%
1,1%
2,0%
Global Brasil+LatAm
Source: MB CrossMedia Studies – CANDE database
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Spend
Saliency
Association
Motivation
Globally Online Brand ROI is better than TV
14
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
Source: MB CrossMedia Studies – CANDE database
Share of CrossMedia impact vs. Share of campaign spend – Global
In Brasil + LatAm Online Brand ROI is VERY strong vs TV
15
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Spend
Saliency
Association
Motivation
Source: MB CrossMedia Studies – CANDE database
Share of CrossMedia impact vs. Share of campaign spend – Brasil+LatAm
% Reach by Channel
O Digital extends TV Reach
16
Source: Average of 13 emerging market CrossMedia studies conducted by Millward Brown for Google
TV 61% 16% 5%
17
WHAT HELPS
digital work
BETTER?
Insights from MB’s of Brand Lift studies - Global Market Norms database
18
Source: MB MarketNorms Database of all Brand Lift Studies
We see good impact across all measures in Brand Lift studies
3,0%
4,8%
3,3%
2,3%2,0%
0,9%
4,0%
2,3%
0,7%0,4%
1,3%
3,2%
1,8%
0,6%0,4%
Aided Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent
Brand Lift Norms
Global Brasil+LatAm Brasil
BUT Brasil & LatAm are a little behind global performance
11,5%
7,9%6,8%
4,0%
0,7% 0,4%
-2,6%
-5,7% -5,9%
19
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - Good campaigns are very powerful, but…..If you get it wrong, your digital campaign could have a negative impact on the brand
% d
iffe
ren
ce E
xp
osed
vs C
on
tro
l
It’s not enough to be entertaining, you need to be relevant to cut through the inertia barrier
Best (top 20%) Worst (bottom 20%)Average
BRAND FAVOURABILITY PURCHASE INTENTONLINE AD AWARENESS
Brasil + LatAm: Best vs Worst quintile campaigns
20
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - Prominence of Brand matters
Consistent branding drives awareness and ensures impact of message attaches to right brand
1,8
-1,5
3,2
1,2
No/Partial Logo Presence 100% Logo Presence
ONLINE AD AWARENESS BRAND FAVOURABILITY
Brasil + LatAm - % of logo presence in ads– average lift in metric
% d
iffe
ren
ce E
xp
osed
vs C
on
tro
l
Brasil campaign results – in target respondents vs. all – average lift in metric
21
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - good targeting helps online perform better
Make sure your message reaches the people it is meant too
1,8%
0,4%
2,7%
0,6%
Message Association Purchase Intent
All In Target
% d
iffe
ren
ce E
xp
osed
vs C
on
tro
l
22
Source: MB MarketNorms Database of all Brand Lift Studies
BLInsights - Higher frequencies deliver bigger impact
But beware of diminishing returns……
0,5%
1,4%
0,5%0,2%
2,4%
5,4%
0,7%0,4%
Aided Awareness Online Ad Awareness Brand Favorability Purchase Intent
1 -3 frq 4+ frq
Brasil campaign results by frequency – average lift in metric
23
CAN DIGITAL deliver more?
Insights from MB’s AdReaction and LinkNow for Digital
Share de tempo em
telas digitais é de
69%
Digital has the eyeballs
24
2833
2822 26
1112
1112
9
30
30
3029 28
2419
25 28 27
33
22 35
44
6 8
Radio Newspaper/magazine TV PC/laptop Tablet Mobile
Brazil 16 - 24 25 - 34 35 - 44 45 - 54Total time spent on
devices and media
(hrs/day)
Share of time
on devices (%)
Share of time
on media (%)
9.8 11.0 9.4 9.0 10.5
% Share of BrasilMedia Spend
25
Source: This Year, Next Year - December 2015, Group M
0
10
20
30
40
50
60
70
80
2009 2010 2011 2012 2013 2014 2015f 2016f
TV
Radio
Newspapers
Magazines
Outdoor
Internet
% Share of Global Media Spend
26
Source: This Year, Next Year - December 2015, Group M
0
10
20
30
40
50
60
70
80
2009 2010 2011 2012 2013 2014 2015f 2016f
TV
Radio
Newspapers
Mags
OOH
Internet
Target with care
27
NET (+ve
minus –ve)
Your interests
(passions, hobbies & pastimes)
The type of brands you like or follow
The type of surrounding context
(show, website)
Video viewing history
Where you live
Your social media profile
Your online shopping history
Where you are when the video is shown
Your web browsing history
Your online search history
Your demographic profile
(age, gender etc.)
-15
-18
-17
-21
-20
-19
-22
-18
-24
-22
-22
48
47
40
39
39
39
38
37
36
36
36
-50 -30 -10 10 30 50
+33
+29
+23
+18
+19
+20
+16
+19
+12
+14
+14
NEGATIVE POSITIVE
Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
Source: AdReaction Video Brazil
Use the right creative formats
28
NET (+ve
minus –ve)NEGATIVE POSITIVE
Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
Source: AdReaction Video Brazil
-12
-19
-23
-25
-21
-38
-43
-54
-51
66
49
48
46
45
30
27
23
19
-100 -80 -60 -40 -20 0 20 40
Mobile app reward
Skippable pre-roll
Skippable mobile pop-up
Social click-to-play
In-banner click-to-play
Social auto-play
In-banner auto-play
Pre-roll
Mobile app pop-up
+54
+30
+25
+21
+24
-8
-16
-31
-32
29
Maura CoraciniMedia&Digital Manager
Millward Brown Brazil
São Paulo, May 2016
BUILDING
brandsWITH
digital
THANK [email protected]