make the most of your digital spend

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1 make the MOST of your DIGITAL MARKETING spend MEDIA & DIGITAL [email protected] +11 202 7000 Twitter: @MoniqueLeech #MBSADigital

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Page 1: Make The Most Of Your Digital Spend

1

make the

MOSTof your

DIGITALMARKETING

spend

MEDIA & DIGITAL

[email protected]+11 202 7000

Twitter: @MoniqueLeech#MBSADigital

Page 2: Make The Most Of Your Digital Spend

2

We have heard some interesting conversations

around digital…. some of them are along these lines…

Page 3: Make The Most Of Your Digital Spend

3

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Does your digital plan resemble a “lets do everything”

strategy? Or is it more focused?

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Todays objective is to ensure that you walk away with

learning's to inform proper digital strategy!

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Why are so many marketers uncomfortable with digital?

Page 7: Make The Most Of Your Digital Spend

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

7

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Now all this….

8

Page 9: Make The Most Of Your Digital Spend

Fits into one of these…

9

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The good old days: when did you finish high school?

10

• AFTER 2000?• BEFORE 2000? IF SO:

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11

We forget that digital is basically a teenager! And like a

teen – changes constantly!

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12

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

Page 13: Make The Most Of Your Digital Spend

13

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

space.

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14

Why? Should you be paying any attention to digital

marketing? It is, after all, still such a small piece of the

advertising pie….

Page 15: Make The Most Of Your Digital Spend

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

Page 16: Make The Most Of Your Digital Spend

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

TVRadioNewspapersMagazinesCinemaOutdoorInternet

Page 17: Make The Most Of Your Digital Spend

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

Page 18: Make The Most Of Your Digital Spend

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

18

Page 19: Make The Most Of Your Digital Spend

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

Page 20: Make The Most Of Your Digital Spend

The industry is however working on a solution…

20

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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

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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

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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_campaign=Launch

Page 24: Make The Most Of Your Digital Spend

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

Page 25: Make The Most Of Your Digital Spend

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

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

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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

Page 28: Make The Most Of Your Digital Spend

Our CrossMedia solution compares all channels to deliver a common currency

28

ReachFrequency

GRPsBrand Impact

TV

ReachFrequency

GRPsBrand Impact

Online Press Radio

ReachFrequency

GRPsBrand Impact

ReachFrequency

GRPsBrand Impact

Using this extensive database , we will be sharing some insights in terms of how digital DIRECTLY stacks up to other media channels

Page 29: Make The Most Of Your Digital Spend

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

Page 30: Make The Most Of Your Digital Spend

TV remains the biggest reach channel across our region.

30

Channel Reach

Based on 78 XM studies

71

36 36 34 32 30 2924

18

Page 31: Make The Most Of Your Digital Spend

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

Page 32: Make The Most Of Your Digital Spend

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

Page 33: Make The Most Of Your Digital Spend

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

Page 34: Make The Most Of Your Digital Spend

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

Page 35: Make The Most Of Your Digital Spend

0%

2%

4%

6%

8%

10%

12%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cont

ribut

ion

per R

each

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 studies 35

Page 36: Make The Most Of Your Digital Spend

0%

2%

4%

6%

8%

10%

12%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cont

ribut

ion

per R

each

CrossMedia Reach

POS

TV

NewspapersMagazine

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 studies 36

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37

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

Page 38: Make The Most Of Your Digital Spend

The good old days:

38

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39

But things have changed…. And social is becoming more

important. WHY?

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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

Page 41: Make The Most Of Your Digital Spend

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 CTRInfluenced Social

+ PaidAVERAGE 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

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

42

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43

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

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Things brands (who have failed) wish they had done:

44

Set clear goals

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45

facebook

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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

Page 47: Make The Most Of Your Digital Spend

Regular postsExpected

Trustworthy brand news

Expected

New product info

Expected

OffersExpected

Contests/ Giveaways

Expected

InteractionDifferentiator

VarietyDifferentiator

InnovationDifferentiator

Community

Differentiator

FunDifferentiator

Fan page must engage. Two-way dialogue.

47

Page 48: Make The Most Of Your Digital Spend

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

Page 49: Make The Most Of Your Digital Spend

Once a week60%At least

once a month

22%

Few times a year1%

First visit17%

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

Page 50: Make The Most Of Your Digital Spend

Read regularly59%

Read occasionally35%

Hardly ever read4%

Never noticed2%

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

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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

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Its all about being relevant and quick

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A great case study in relevance: Audi A3 Exchange

http://www.youtube.com/watch?v=uCsxsO6fo0053

Click box below to see video

Page 54: Make The Most Of Your Digital Spend

A great case study in speed: Oreos

54 http://www.youtube.com/watch?v=79wEsmHrw8w

Click box below to see video

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Mobile: the HUGE opportunityLearning's from Millward Brown Adreaction Study

Page 56: Make The Most Of Your Digital Spend

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%

Page 57: Make The Most Of Your Digital Spend

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 orinteracted with the

ad

Visited the brand’s website

Searched for thebrand on the

Internet

Page 58: Make The Most Of Your Digital Spend

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

researchedEmerging

Mobile Adindex Global database58

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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 respondentsDelta (∆)=Exposed-Control

59

Page 60: Make The Most Of Your Digital Spend

Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns

60

MOBILE ONLINEAided BrandAwareness

BrandFavorability

PurchaseIntent

+5.9

+19.9

+12.1

AdAwareness

MessageAssociation

+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

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Its not all about smart phones….

Page 62: Make The Most Of Your Digital Spend

Even the most basic SMS marketing works!

HOW MOBILE CAN IMPROVE ROI www.dynmark.com62

90% OF SMSesARE READ IN THE FIRST 15

SECONDS

Page 63: Make The Most Of Your Digital Spend

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 2 people 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!

Page 64: Make The Most Of Your Digital Spend

Knorr in every stew

Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/64

Click box below to see video

Page 65: Make The Most Of Your Digital Spend

Mobile Text Books

The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippineshttp://www.youtube.com/watch?v=7bUGXqhrVrw&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh

65

Click box below to see video

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66

MobileBest practices for mobisites and APPS

Page 67: Make The Most Of Your Digital Spend

Apps are easier to use and access, different to a brands website and offer MORE than a website.

N=354 smartphone users only 67

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

Page 68: Make The Most Of Your Digital Spend

Biggest disadvantages of apps include draining battery power and connectivity

N=354 smartphone users only 68

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 isjust 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

Page 69: Make The Most Of Your Digital Spend

GOOD mobisites are fast becoming a necessity for marketers!

N=354 smartphone users only 69

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

Page 70: Make The Most Of Your Digital Spend

Top 3 things that consumers want from a mobisite

N=354 smartphone users only 70

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?

Page 71: Make The Most Of Your Digital Spend

ABSA Design Indaba

Winner of 2 2013 Loerieshttp://www.youtube.com/watch?v=Ff0Z39LbvFs71

Click box below to see video

Page 72: Make The Most Of Your Digital Spend

Online VideoLearning's from Millward Brown ADINDEX™ database

Page 73: Make The Most Of Your Digital Spend

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

0.90.3

2.01.4

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 A W A 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

% di

ffere

nce E

xpos

ed vs

Cont

rol

Page 74: Make The Most Of Your Digital Spend

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

% di

ffere

nce E

xpos

ed vs

Cont

rol

AD FORMAT – FREQUENCY OF 1-2

AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant

Page 75: Make The Most Of Your Digital Spend

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

AVER

AGE

% IM

PACT

ED –

PURC

HASE

INTE

NT

FREQUENCY

AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant

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76

The importance of good creative

Page 77: Make The Most Of Your Digital Spend

The advertising challenge is consistent across online and offline media

77

brandedengagement:

Will the ad connect with the consumer in a branded fashion?

motivation:Do the brand associations make it more desirable at key decision moments?

Page 78: Make The Most Of Your Digital Spend

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 withImpact/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

Page 79: Make The Most Of Your Digital Spend

New information drives persuasion strongly across all media. Persuasion more likely to impact virality for digital ads.

Persuasion diagnostics Correlation with Persuasion

TV Print DigitalNew information 0.70 0.72 0.62Relevant 0.63 0.60 0.65Believable 0.45 0.43 0.47Brand really different 0.68 0.64 0.46Brand Appeal 0.77 0.77 0.74Tell other people 0.41 0.60 0.68Saw online would send on 0.31 N/A 0.70

PERSUASION

Page 80: Make The Most Of Your Digital Spend

For Digital, some measures regarded as Impact diagnostics are also related to persuasion ….

Impact diagnostics Correlation withPersuasion

TV Print DigitalBranding 0.23 0.30 0.26Enjoyment 0.29 N/A 0.60Involvement -0.01 0.34 0.26Understanding 0.33 N/A 0.37Stopping power N/A 0.45 0.64Different to other ads 0.05 0.29 N/A

PERSUASION

Page 81: Make The Most Of Your Digital Spend

What makes a good video ad?

Videos that are enjoyable and entertaining

Creatives that are intrinsically linkedto the brand

Online video content synergistic withoffline marketing efforts 81

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Entertaining and viral! TNT

http://www.youtube.com/watch?v=316AzLYfAzw82

Click box below to see video

Page 83: Make The Most Of Your Digital Spend

Re-purpose or not-repurpose?

83

Page 84: Make The Most Of Your Digital Spend

3.1

4.8

1.3 1.41.0

2.4

4.3

3.0

1.6 1.5

0

1

2

3

4

5

Aided BrandAwareness

Online Ad Awareness Message Association Brand Favorability PurchaseIntent/Consideration

Repurposed TV N=594 Made-for-Web N=212

Aver

age d

elta s

hift

Both Re-purposed and Made-for-web can perform well

Source: Dynamic Logic Global MarketNorms dataBars show average delta shifts (i.e. difference between control and exposed groups’ responses) by online video type84

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Video Creative Best Practices (All Formats)

85

1Successful 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

Page 86: Make The Most Of Your Digital Spend

Video Creative Best Practices (All Formats)

86

1Successful 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

2Companion 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

Page 87: Make The Most Of Your Digital Spend

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 respondentsPercent Impacted = Exposed – Control

87

3.6

5.9

4.6

1.91.3

2.1

4.5

2.21.5 1.3

Aided BrandAwareness

Online AdAwareness

MessageAssociation

BrandFavorability

PurchaseIntent

Perc

ent I

mpa

cted

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

Page 88: Make The Most Of Your Digital Spend

Video Creative Best Practices (All Formats)

88

1Successful 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

2Companion 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

3Interactivity can help get your ad noticed, but make sure the interaction:

a) isn’t required to understand the brand and key messageb) doesn’t take away from the brand and message delivery

Page 89: Make The Most Of Your Digital Spend

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

2.12.9

Aided Brand Awareness Online Ad Awareness

Banner - Interactive Banner - Not interactive

% d

iffere

nce

Expo

sed

vsCo

ntro

l

Page 90: Make The Most Of Your Digital Spend

Video Creative Best Practices (All Formats)

90

1Successful 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

2Companion 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

3Interactivity can help get your ad noticed, but make sure the interaction:

a) isn’t required to understand the brand and key messageb) doesn’t take away from the brand and message delivery

4Most 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).

Page 91: Make The Most Of Your Digital Spend

Utilising the unique features of the Web to create an interactive experience with the brand

http://www.youtube.com/watch?v=eQtai7HMbuQ&feature=plcp

A interactive case study - Tipex

91

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92

Creative learning's are similar for displayLearning's from Millward Brown ADINDEX™ database

Page 93: Make The Most Of Your Digital Spend

Brand Presence – show brand prominently

93

x

Page 94: Make The Most Of Your Digital Spend

Frames stand on their own

94

x

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xSimple messages

95

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Product shots & human presence work

96

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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

Page 98: Make The Most Of Your Digital Spend

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