optimising integrated campaigns in asia pacific
TRANSCRIPT
Building Brands with Integrated Campaigns in Asia Pacific
IAB Singapore – may 2012
What do we mean by “brand impact”
Campaign Total 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
Understanding campaign impact on brand performance using CrossMedia Research
Did the campaign impact on the brand in
the way we wanted to
Did the campaign deliver impact cost
efficiently?
How could we further optimise brand
impact in future?
Did campaign reach the right people?
What have we seen across Asia Pacific so far?
01
TV is still the big driver of awareness, though others help too
0%
1%
2%
3%
4%
5%
Magazines Newspapers Online Outdoor TV
75% 36% 38% 30% 37% Channel
Reach
But online and other channels are more important when it comes to overall brand engagement
0%
1%
2%
3%
Magazines Newspapers Online Outdoor TV
75% 36% 38% 30% 37% Channel
Reach
And averages hide huge variation in channel performance across campaigns
0%
2%
4%
6%
8%
10%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reach
POS
TV
Newspapers
Magazine
Online
Outdoor
Variation in Channel Performance on Brand Engagement and Reach
Co
ntr
ibu
tio
n p
er R
each
Po
int
So what makes a successful integrated campaign?
02
Integrated media helps build campaign reach beyond the TV core
Source: CrossMedia Research study, leisure, North Asia
Online
84% 71%
42% 26%
Total Campaign TV Online Magazine
Family with 3-11 yrs kids
TV
Magazines
+13% Non-TV reach
18-29 yrs Non Family
80%
60%
40% 34%
Total Campaign TV Online Magazine
+20% Non-TV reach
Online
TV
Magazines
Using online video also improves the distribution of TVC across target audience
88%
41%
70%
36% 39% 33%
0%
37%
TV Online video
Heavy TV Medium TV Light TV No TV
Reach of AV channels by TV exposure group
5.1 4.4
2.8
5.3
1.9
4.1
0
6.9
TV Online video
Frequency of AV channels by TV exposure group
If TV reach is already high, others channels may not build reach much
Online 25%
TV 83% total reach
Magazines 16%
Only +5% Non TV reach
Case Study: Malaysia, hair care
But all this still counts
Using multiple channels broadens brand impact by hitting more areas of the brand
0%
1%
2%
3%
4%
5%
Presence Consideration Functional Image Expert Image
TVC Magazines Online
Case Study: Malaysia, hair care
Exposure to multiple channels also delivers additional synergy benefits
0%
1%
2%
3%
4%
5%
Presence Consideration Functional Image Expert Image
TVC Magazines Online TV+Online
Case Study: Malaysia, hair care
In this case 25% of impact on brand imagery came through synergies
Case Study: China, dairy product
0%
2%
4%
6%
8%
10%
12%
Emotional imagery Functional imagery Product performance Value
TV Online OOH TV + Online synergy TV + OOH synergy
But even airing the same creative online can still build on TV
0%
1%
2%
3%
4%
5%
6%
7%
8%
Aided Awareness Familiarity Consideration Recommendation Emotional Benefits
TV IPTV Online video
Case Study: Beverage category, North Asia
Online also improves ROI on Brand Impact
3.1%
1.4% 2.7%
4.5%
15.0%
19.8%
5.5%
1.3%
5.0%
1.2% 0.0%
5.0%
Presence Consideration Functional Image Expert Image
TVC Online Magazines
Case Study: Malaysia, hair care
Relative cost efficiency - % increase in brand metrics per $1 spent
The relatively low cost of advertising online is one of its biggest advantages
Case Study: China, dairy product
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
% Reach of media
Impact among those reached (average on all metrics)
OOH
TV
Online
0.0%
1.0%
2.0%
3.0%
4.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Impact per ¥1m (average for all metrics)
% Reach of media
Online
TV
OOH
Over investment in any one channel creates inefficiency and wastage, reducing ROI
0%
20%
40%
60%
80%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
% GRPs non productive
% audience over frequency ceiling
Case Study: Malaysia, hair care
Overall 37% of TV GRP’s were unproductive
Weeks
Even if TV is over delivered, online can still deliver impact from same TVC
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6
Online GRPs Unproductive GRP % Overexposed
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6
TV GRPs Unproductive GRP % Overexposed
TV: Frequency Ceiling: 6 Online video: Frequency Ceiling 4
Case Study: China, beverage
Efficiency of impact on Consideration
For online, balancing reach & frequency is also key to optimizing performance
Simulations Reach % Average
Frequency iGRPs
Online share
of impact
Base: Existing online Plan 12.0% 11.2 134 8%
Same impressions, optimal R&F 22.4% 6 134 15%
80% more weight, optimal R&F 30.0% 8 240 18%
Average increase across brand image attributes
Case Study: China, personal care
Creative is key too 03
Aside from good media implementation, getting the online creative right is key
8.7
13.6
8.9
7.5 6.9
2.3
4.7
2.5 1.5 1.2
2.3- -1.6 2.0-
-3.6 -4.1
Aided Brand Awareness
Online Ad Awareness
Message Association
Brand Favorability Purchase Intent
Top Performers Average Bottom Performers
What makes online creative successful? - First get your Branding right
What stopping power would the first frame generate?
What reason would a user have to stop and watch the ad – intrigue is not
always a good option with online campaigns
- and keep it simple
• One or two messages is enough
• Don’t make the message too complex
We have more on this, but that will have to wait for another time
Optimising Integrated Campaigns
Optimising Integrated Campaigns
1. Use multiple channels to maximize campaign impact
2. Don’t be afraid of migrating to Online
3. Good creative / content is key to channel performance