specific media fmcg presentation (aug 2011)
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TRANSCRIPT
PR
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2 + 2 = 5FMCG BRANDS,THE DIGITAL ECOSYSTEM &MAXIMISING RETURN
Daniel StephensonSenior Director Category Development
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MASTERS OF MARKETING
UNDERSTANDING PEOPLELOW INVOLVEMENT BRANDS
DIGITAL CONVINCING
PR
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BRING ON THE BRANDS!
BUILD BRAND AWARENESSDRIVE SALES
HABITUALISE PURCHASE
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NOT BLACK & WHITESOCIAL EXPLOSIONS
BUT THERE’S MORE...
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HARD TO GET PEOPLE TO CARE!
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DIGITAL MENUS
REACH & FREQUENCYSELL STUFFCONNECT
CREATE CONTENTOFFLINE GEL
DRIVE EARNED
PR
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FMCG DEVELOPMENTS
E-COMMERCESHOPPER BASED TARGETING
GOING GLOBALBRAND SAFETY
PR
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20 YEARS AGO...LAST SATURDAY...
CONSUMER IN CONTROLALWAYS ON & LONG TERM
SOLVE BUSINESS PROBLEMS
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TECHNOLOGY FOCUS
£1BN£10BN/£120BN
FACEBOOKREAL TIME
PEOPLE @ THE CENTRE
CONTEXTNON MATCHING LUGGAGE
BUILD SURFACE DISTRIBUTE
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“THE WAY PEOPLE BUILD BRANDS IN THEIR HEADS...IS AN INTENSELY CREATIVE PROCESS.
WE SHOULD BUILD AN IMAGE AS BIRDS BUILD NESTS –FROM SCRAPS & STRAWS WE CHANCE UPON”
JEREMY BULLMORE
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PRODUCTSPLATFORMS
PEOPLE
THAT FUNNEL - ALL MODELS ARE WRONG!
Mobile
Video
Standard Display
Original Programming
IPTV
Dynamic Display
Rich Media Display
Retargeting
CONSIDERATION
PURCHASE
FAVORABILITY
AWARENESS
THROUGH THE FUNNEL DELIVERY
MAXIMISING RETURNS
The classic TV experience – survival of the fittest?
OPPORTUNITY
DIFFERENT...?
Evolution of the television
TV + DIGITAL = X
BRIDGING TV & DIGITAL
DIGITAL VIDEO 2.0, 3.0 +...
USE THE MEDIUM!
USING OFFLINE TOOLS
TO REACH ONLINE CUSTOMERS
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DIGITAL DRIVING OFFLINE SALES
SHORT TERM ROI 2.6 – UNIT SALES 24% GREATER
SPECIFIC MEDIA & R.O.P.O
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COMSCORE US AVERAGE – 22% UPLIFT IN SALES
DIGITAL DRIVING OFFLINE SALES
82% OF FMCG CAMPAIGNS EXPERIENCE UPLIFT
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DISPLAY DRIVES...
...SITE VISITS – UP 106% WEEK ONE
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DISPLAY DRIVES...
...SEARCH TRAFFIC – UP 202% WEEK ONE
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DISPLAY DRIVES...
...TRAFFIC SHARE – UP 11 PTS WEEK ONE
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46%The DR CPA for
retailer was 46% lower when video
advertising was combined with
display compared to solus display activity
DELIVER VIDEO & DISPLAY TOGETHER!
DISPLAY CPA 46% LOWER WHEN VIDEO IS RUN
CONNECT DISPLAY WITH SOCIAL SPACES!
DEPLOY COUPONING & SAMPLING
USE ALL PARTS OF THE ECOSYSTEM
TO DRIVE A SUCCESSFUL CAMPAIGN
Brands:
Package: Pre-roll, product integration into episodes, microsite and syndicated distribution
Target: Female 25-45
Concept: The story of two real-life moms, Jennifer Pate and Barbara Machen, that gives practical insight and perspective on modern motherhood
Stats: • Drew +94MM video streams and 52MM unique viewers
• 2010 Webby Award Winners: Best Reality/Variety Host
• 2011 Webby Award Honorees: Best Web Personality/Host
• Aired over 70 episodes, integrating over 30 brandsMAKE CONTENT THAT PEOPLE WANT TO SPEND TIME WITH
TELL STORIES!
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93% SEE THE AD AT THE TOP OF THE PAGE
THEY SPEND 3 SECONDS FIXATED ON THE AD
IT TAKES THEM JUST 2 SECONDS TO FIXATE ON THE AD
FIRST PART OF THE PAGE CONSUMERS FIX ON
HOW DO CONSUMERS INTERACT WITH DIGITAL?
What is the best way to evaluate effectiveness?
SHOULD WE MEASURE THE CLICK? JUST BECAUSE WE CAN...IS THERE VALUE?
ATTRIBUTION
Talk the language marketers talk
Source: Bain and Company
MEASUREMENT DEBATES
• Content monetization
• Video publishing
• Original show production
• Program syndication
• Audience targeting
• Innovative formats
• Sequential messaging
• Branded entertainment
• Campaign analytics
• Linear TV ad insertion
• Video on Demand (VOD)
ad insertion
CROSS-MEDIA PLATFORMIndustry’s only integrated cross-media platform powered
by proprietary data to connect consumers, content and
brands based on relevance
MANAGE DELIVERY ACROSS MULTIPLE SCREENS
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EXPANDING THE ECOSYSTEM
NEW CANVAS
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• WHOLE ECOSYSTEM• JOIN UP THROUGH FUNNEL• 3 SCREENS• VIDEO & DISPLAY• DIGITAL VIDEO 2.0• DRIVE SALES• FOCUS ON CREATIVE• PEOPLE LOVE CONTENT• MEASUREMENT• ATTRIBUTION
QUITE INTERESTING...
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THANK YOU!