tv commercials still rule in much of asia - how effective is yours?
DESCRIPTION
1. TV Advertising spend in Vietnam is still growing. 2. Spend on TV Advertising dominates all advertising in Vietnam, and is higher than the regional average. 3. Much TV spend though is wasted through failing to advertise the brand and failing to make a connection. 4. AdTraction shows you how well you are making the connection. 5. Use AdTraction to make sure you are getting ROI!TRANSCRIPT
$650 million can’t be wrong...
...or can it?!
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How many of you work for a company that has advertised
on TV in the past year?
3
How many of you work in cost-control,
procurement, or finance function?
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2008 2009 2010 2011 2012 2013* 2014*0
100
200
300
400
500
600
700
800
Vietnam TV Ad Spend (USD Million)
Approaching $650 million in 2013...
Source: IMF/Media Partners Asia * Estimated
5
2012
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
76 13 6
Vietnam Ad Spend by Medium (%)
TVPrintOOHOnlineRadio
Advertising is dominated by TV...
Source: IMF/Media Partners Asia
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Vietnam Asia0
10
20
30
40
50
60
70
80
76
41
% TV of Total Advertising Spend
Disproportionately high relative to the region...
Source: Do Kim Dung, Deputy Chair of the Vietnam Advertisement Association, quoted in ASEAN-Business-News.com
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So TV advertising spend must really be worth it, right?
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In theory, TV certainly has some major advantages...
Huge reachEngagement “Showcase” platform
Undoubtedly, billions of dollars of sales have been triggered by TV advertising.
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Are any of you planning a TV campaign for Tết 2014?
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How many new TVCs were launched in Jan ‘13 before Tết?
1-10
11-20
21-30
31-40
41-50
51-60
61-70
70+
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01-13 30s
01-13 All
12-12 30s
12-12 All
0 50 100 150 200 250
72
216
90
237
New TVCs in Dec ‘12 & Jan ‘13
Series 1
Pre-Tết 2013 communication exposure was big!
Note: “30s”=30 seconds (standard format in Vietnam); “All”= 5, 10, 15, and >30 second formats/variations.
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13
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So how does this appear for the consumer?
All 30 Second
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Or more realistically...
All
...can you find your “Solid Yellow” TVC?
30 Second
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The big issue with TV advertising is the “clutter”!
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Many TVCs don’t even effectively advertise the brand......they only advertise the category
Example: http://www.youtube.com/watch?v=CL-irMyFalY
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The Dove Men TVC is actually very, very good. But it works because it makes fun of other shampoo TVCs. Many shampoo TVCs have the “flowing hair”. It is a “cliché”. The brands in such cliché TVCs are almost interchangeable – the brand has
no connection with the story. People only remember “shampoo” and not Brand X.
This benefits the Market Leader
But means your Ad Spend has been wasted
People only remember the category & not the brand...
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2/3Advertise the
category
We have tested over 350 TVCs with
$429,000,000 wasted TVC spend in Vietnam?
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TVC can be viewed at: http://youtu.be/B0MjwrDr2fo
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TVC can be viewed at: http://youtu.be/UcAp5A_HCFY
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What’s your feeling?
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Which TVCs are making the most impact?
Jumping around – viewer can’t focus on anything! Voice over – this is a TVC not a radio ad! Trying to appear youthful – but not really conveying anything Unlikely to be remembered – just generic
Clear story Amusing Engaging Point well made – positive impression of brand
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An effective TVC is all about making anemotional connection...
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And this is now possible to measure with
happiness surprise fear anger disgust sadness
Show the TV ad Watch the viewer Decode micro movements
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Let’s look at this again – but with EMOTION!
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Let’s look at this again – but with EMOTION!
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Happiness Anger/Irritation
10%
“Happiness” peaks at about 10% - a very low score! “Anger/Irritation” amongst Men (blue line) peaks at over 40%! The G-Mobile TVC therefore is actually more irritating than it is good
40%
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For Vietnamobile, a real connection is made!
Happiness
“Happiness” peaks at 60% for women! It really connects with women.
But even amongst Men (Blue line) the score hits peaks of 20% - which is still much better than G-Mobile.
60%
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TVCs that are emotionally engaging “win” for you...
Cut Through – you get heard! (over 3000 TVCs in past 2 years!)
Memorable – stay in people’s minds long after campaign is over
Affinity – unlock the connection between your brand and purchasing
Brand Building – build the brand for longer term equity
Return On Involvement
yields
Return on Investment
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This is fact, not fiction!
“Marketing in the Era of Accountability” by Les Binet & Peter Field 880 TVCs assessed from past 20 years Institute of Practitioners in Advertising (IPA) http://www.thinkbox.tv/server/show/nav.874
“The most effective [profit & growth] campaigns are those that rely primarily on emotional rather than rational models.”
“Emotionally based campaigns are not only likely to produce very
large business effects but also produce more of them, outperforming rational campaigns on every single business measure.”
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Size of your media spend does have an impact. But for any given budget, it is the content that will give you the Return
On Investment.
Make sure you advertise your brand (and not just the category).
Make sure you are making an emotional connection.
$650 million is a lot of money.
Spend it wisely!!!
Advertising on TV can have powerful effects...
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If you work in Marketing, on Monday: Review your past/planned TVCs. Why do you think your TVC will stand out from the clutter? Why do you think your TVC is going to make a connection? If you think you might have a problem: [email protected]
Action Points:
If you work in Finance/Procurement/Cost-Control then on Monday, ask your Marketing Team:
Why do you think your TVC will stand out from the clutter? Why do you think your TVC is going to make a connection? Why do you think your TVC will deliver ROI? If you think you might have a problem: [email protected]
Cimigo for Brand ValueAnd for stronger consumer engagement & intelligence.
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@cimigovietnam
www.facebook.com/cimigovietnam
www.linkedin.com/company/cimigo
We look forward totalking with you.
cimigo.comThe Voice of the Customer