Download - Building Brands Online
Building Brands Online M A R K H E N N I N G – D I R E C T O R M E D I A & D I G I T A L S O L U T I O N S
Millward Brown are pioneers of evaluating brand impact of digital advertising
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MILLWARD
BROWN Brand experts for over 35 years
DYNAMIC
LOGIC Digital & media
experts for 12+ years
MarketNorms® Brand & Media
Experts
Research
Quality
How To: Building Brands Online
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1 Setting the Right Objectives
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Best Practice for Brand Effect Online
3 Maximising the Role of Online in a Multimedia Campaign
How To: Building Brands Online
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1 Setting the Right Objectives
Online: the most measurable medium
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Clicks Click Thru Rate
CPM
CPC
Interactions
Unique Browsers
Engagement
Likes Fans
Views
Downloads View Throughs
View Throughs
Unique Users
Impressions
Cost per Engagement
Video Completion Rate
We have lots of metrics, but none of them measure brand effect
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BRANDING
It is possible to measure online brand impact
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0
1
2
3
4
5
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7
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Aided BrandAwareness
Online AdAwareness
MessageAssociation
BrandFavourability
Purchase Intent
Change in Key Brand Measures Due to Campaign Exposure
% D
elta
Con
trol
vs
Exp
osed
And benchmark against relevant norms
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0
1
2
3
4
5
6
7
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Aided BrandAwareness
Online AdAwareness
MessageAssociation
BrandFavourability
Purchase Intent
Change in Key Brand Measures Campaign vs Millward Brown Industry Norm
Campaign Impact Millward Brown Industry MarketNorm
% D
elta
Con
trol
vs
Exp
osed
A ll Australian campaigns through May 2013 – n =106+ Campaigns
But should we be aiming for just average?
There is large variation in performance of online brand campaigns – we should be aiming to significantly outperform the average
Millward Brown Australian Campaign MarketNorms
6.9
13.4
5.7 7.5
1.8
5.1
1.3 1.8
-1.6 -0.6
-3.1 -2.8
Best (top 20%) Average Worst (bottom 20%)
% d
iffer
ence
Exp
osed
vs
Con
trol
Brand Favourability Purchase Intent Online Ad Awareness Aided Brand Awareness
A ll Australian campaigns through May 2013 – n =106+ Campaigns
And KPI Objectives should be adjusted by industry
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0
1
2
3
4
5
6
7
Aided BrandAwareness
Online AdAwareness
Brand Favourability Purchase Intent
Key Brand Measure Millward Brown Industry Norms
Automotive FMCG Fin Services Technology
% D
elta
Con
trol
vs
Exp
osed
A ll Australian campaigns through May 2013 – n =106+ Campaigns
So, what are we recommending?
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1. Be aware of how you are measuring your digital campaigns
2. Understand your goals and set relevant objectives
3. Test and learn 1. Know what is a good result and what isn’t (Benchmarks/MarketNorms)
2. Dig deeper than just topline numbers - it is not just about a one number report card. In
every campaign there will be things that worked well and thing that didn’t
4. Use what you learn and apply to all your campaigns
How To: Building Brands Online
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1 Setting the Right Objectives
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Best Practice for Brand Effect Online
The advertising challenge is consistent across online and offline media
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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?
But online, we need to achieve this in LESS THAN THREE SECONDS
The brand name should always be highly visible throughout the creative
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✗
Consistent brand presence is critical for raising awareness in the online environment
Source: MarketNorms, Full Dataset Q2/12; 0% Logo Pres. N= 217 campaigns, n= 244,360 respondents; Partial Logo Pres . N= 2,268 campaigns, n= 2,701,813 respondents; 100% Logo Pres. N= 4,519
campaigns, n=5,369,946 respondents 15
1.7
3.7
2.2
4.0
2.4
4.7
Aided Brand Awareness Online Ad Awareness
Per
cen
t Im
pac
ted
0% Logo Presence 50% Logo Presence
100% Logo Presence
Pe rce nt Impacted = Exposed - Control
Keep the messaging simple, clear and direct Each frame of the ad should be able to stand alone
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✗
Don’t make your viewers work to see your message
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✗
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
In Australia, we see that Video has a stronger impact on brand metrics than other online formats
A u stralia AdIndex Da tabase October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = ca mpaigns; Grey Italics on charts indicate values are not statistically significant
Online Video outperforms other online ad formats in building Aided Brand Awareness, generating Brand Favourability and Purchase Intent
% d
iffer
ence
Exp
osed
vs
Con
trol
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
And online video impact only requires low frequency %
diff
eren
ce E
xpos
ed v
s C
ontr
ol
AD FORMAT – FREQUENCY OF 1-2
A u stralia AdIndex Da tabase October 2012 : Video Freq 1 -2 = 12 campaigns ; Rich Media Freq 1 -2 = 19 campaigns ; Flash Freq 1 -2 = ca mpaigns Grey Italics on charts indicate values are not statistically significant
-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
However, high frequencies for online video can be negative
*Sou rce: MarketNorms database to Q2 2012 20
Managing frequency across publishers/networks is critical
AV
ER
AG
E %
IMP
AC
TE
D –
PU
RC
HA
SE
INT
EN
T
FREQUENCY
Consider using video and standard flash to extend the life of your online campaign
Sou rce: Australian FMCG Campaign Case Study 2011 21
Video and Flash combined gave a better result in this FMCG campaign
aided brand awareness
message association
brand favourability
purchase intent
Display Video Video &Display
2.4
0.0
4.5
1.3
5.2
2.8
1.6
0.0
9.7
8.5
5.0
2.5
AV
ER
AG
E %
IMP
AC
TE
D
Best Practice for Brand Effect Online
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But generally online is not used in isolation
• Quality Creative Plays a Big Role
• Video and High Impact Outperforms
• Manage your Frequencies
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3 4
How To: Building Brands Online
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1 Setting the Right Objectives
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Best Practice for Brand Effect Online
3 Maximising the Role of Online in a Multimedia Campaign
Based on a range of Cross Media studies across the Asia Pacific Region, we see that TV still dominates for reach
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Reach by Medium (% of Total Sample exposed to the campaign through each channel)
30% 38% 36% 37%
30%
75%
Rea
ch
Source: Millward Brown AP CrossMedia Studies (Average of 22 campaigns)
NEWS
Newspapers Magazines Outdoor Online TV Radio
Difficult to add incremental reach when 80%+ of target are reached by TV
Online Video can add reach to TV campaigns……
Discreet Reach & Duplication for TV and Online Video
80% 27%
Target Audience: Total Reach 83%
TV
Online Pre-Roll Video
Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 18 campaigns) 25
But this varies significantly across campaigns
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Online Video can provide incremental significant incremental reach to a smaller TV campaign
80% 27%
Target Audience: Total Reach 93%
TV
Online Video
80% 27%
Target Audience: Total Reach 62%
TV
Online Video
Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 15 campaigns)
Highest Overlap of Campaigns Measured Highest Incremental Reach of
Campaigns Measured
Importantly, Online Video Reach increases amongst lighter TV viewers
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Rea
ch %
Heavy TV
Viewer
Medium TV
Viewer Light TV
Viewer
No TV
Viewer
Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 14 campaigns)
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60
65
70
75
80
85
90
Less TARPs
+
1+ REACH CURVE – Target Audience
% 1+ Reach
TARPs
Campaign Reach
Fewer TARPs required to achieve Campaign reach when TV and Online Pre-Roll are used together
Resulting in more efficient reach for integrated campaigns
Online also impacts brand metrics within multimedia campaigns....
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TV Online
OOH
Brand Awareness Campaign messaging
TV
Online
OOH
Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 18 campaigns)
Proportion of Brand Impact Attributable to each Media Channel
Importantly punching above its spend weight for Purchase Intent and/or Consumption metrics
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Consumption
TV
Online
OOH
Consideration
TV
Online
OOH
Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 18 campaigns)
Proportion of Brand Impact Attributable to each Media Channel
In Summary
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• If the objective is to build brand, then measure brand effect
• Manage your campaign creative quality, frequency and format
• Online is effective in multimedia campaigns especially to drive efficient reach and purchase intent
Building Brands Online M a r k H e n n i n g – D i r e c t o r m e d i a & D i g i t a l S o l u t i o n s