wake up and smell the bacon
TRANSCRIPT
Wake up and smell the baconPeter Fieldeffectiveness consultant
#shiftnorth
The IPA Databank StudyThe business value to advertisers of newsbrands
in the digital era2012 & 2014 case studies
Peter Field Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 18 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, The Link Between Creativity and Effectiveness and a chapter of the Sage Handbook of Advertising. He is also a contributor to the Wharton Future of Advertising Project. Peter writes and speaks regularly around the world about marketing effectiveness. He is an honorary Fellow of the UK Institute of Practitioners in Advertising.
Why this study is important• The digital advertising machine has promoted some very
destructive beliefs and trends:– Short-termism– Tight targeting is more efficient than broad reach– ‘Timely and relevant offers’ trump brand-building– Data is more important than creativity– Programmatic is better than human judgement
Where has it got us?
2002 2004 2006 2008 2010 2012 20140.0
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6 years ending
SOV
Effic
ienc
y
What really drives effectiveness
Short-term
Tight targeting
Path to purchase
Information & deals
Long-term
Broad reach
Talk value & salience
Emotion & fame
The danger for traditional channels• Online channels are powerful drivers of short-term sales
activation• But weak at long-term brand-driven growth• The reverse is true of traditional channels
So a marketing world driven by short-term results and metrics compromises long-term success and plays into the hands of
digital channels
A uniquely digital future is not ideal
The most effective campaigns balance long-term with short-term effects:
Brand building with sales activation
Traditional with online
The study3 key questions:
1. How effective are campaigns that use newsbrands versus those that do not?
2. How effective are campaigns that use multi-platform newsbrands versus those using just one platform?
3. What impact do newsbrands have on the effectiveness of other media?
Definitions & sample sizesNewsbrand print users: more than 8% of budget
Newsbrand digital users: more than 0.01% of budget
Non-users:didn’t use/light or passing use
76 cases analysed:Newsbrand print users 43Non-users 33Newsbrand digital users 44Non-users 32Newsbrand print + digital users 32Non-users of both 44Total newsbrand users 55Non-users 21
Not a level playing fieldDisadvantages for newsbrands users• Very low ESOV • Short-term cases • New/small brands• Value/mainstream brands • Less likely to be emotional
Advantages for newsbrands users• More service sector brands
Large brands show the real print boost
All users Large brands0%
10%
20%
30%
40%
50%
60% 36%
57%Uplift to business effects when
print newsbrands added to mix
Print newsbrands boost effectiveness
Long-term cases show the real print boost
All users Long-term cases0%
10%
20%
30%
40%
50%
60%
70% 36%
62%
Uplift to business effects when print newsbrands added to mix
Multi-platform users are even stronger
Print newsbrand users Multiplatform newsbrand users0%
10%
20%
30%
40%
50%
60%
70% 36%
58%
Uplift to business effects when newsbrands added to mix
Multi-platform benefits are widespread
50%
28%
13%22%
41% 38%
48%
18%
2%7%
20%25%
Multi-platform newsbrands users Light/non-users% reporting very
large effects
Multi-platform newsbrands boosts TV effectiveness
+65%
Uplift to business effects vs. TV without newsbrands
Online properties are not all equal
Non-newsbrands online Newsbrands online
16%
59%Uplift to TV effectiveness when online channels added
Newsbrands boost other media
Online display Social media
53%
118%
Uplift to business effects vs. channels without newsbrands
Conclusions1. Newsbrands widely enhance effectiveness when included in the
media mix2. Newsbrands work more effectively in multi-media campaigns
when both print and digital platforms are included3. Multi-platform newsbrands boost the business effectiveness of
TV, social and online display4. Newsbrands deliver widespread long-term benefits:
• Profit • Market share • Price protection • New users