2016 09 29 ipsos fine tuning your multi touchpoint campaign to maximize impact
TRANSCRIPT
Fine-tuning your multi touchpoint campaign to maximize impact
Ilse BruwiereSr. Client Service Director Ipsos Connect
Antoon Van der SteichelResearch Director Ipsos Connect
Febelmar
The way PEOPLE consume media has been CHANGING dramatically.
The way PEOPLE interact with brands has BEEN CHANGING dramatically
The traditional media buying model is being challenged
DIGITAL SHOULD COMPRISE AROUND A QUARTER OF TOTAL MEDIA BUDGET TO MAXIMISE ROI
THE ARF SAYS TRADITIONAL MEDIA SHOULD STILL FORM THE MAJORITY OF THE IDEAL
MEDIA MIX
Optimized Mix per Target - $15m Budget
*Digital comprises video, display and paid search advertising delivered on desktop and mobile devices
THE ARF ALSO REPORTS ROI OF A CAMPAIGN INCREASES WITH NUMBER OF CHANNELS
USED
*Media channels: TV, Print, Radio, Display, Paid Search, Online Video, PR, Out-of-Home & Cinema
Incremental ROI of Additional Media Channels
DIGITAL SHOULD BE ONE OF SEVERAL MEDIA CHANNELS IN A CAMPAIGN
To make the best decisions about how to allocate funds across the many paid, owned, and earned touchpoints, people-based facts should supplement your planning.
The right insights can turn uncertainty into great opportunity.
7
Lowest CPM As the goal
MEDIA PLANNING IS STILL LARGELY
BASED ON THE CONCEPT OF BUYING EXPOSURES…
BASED ON REACH AND FREQUENCY
However, advertising outcomes do not follow media exposure very well
18-34 yrs 35-49 yrs 50+ yrs
Proven Recall
Claimed Recall
Watch MORE TV per week
TV Ad Recall (Ipsos Connect database)
Furthermore, different TPs vary in their ability to engage
Consumed/Exposed 1+ times per month
Ca
teg
ory
Bra
nd
(A
d)
Rec
all
Store Distribution
Television
Online Ads
On-Shelf
Billboards
Radio
TV Sponsorship
Brand Use
Newspapers
Packaging
Coupons
FacebookContests
OnLine Offer
Mag Insert
Recipe Website
Magazine
Ctg Website
Brand Website
0
80
120
Clearly some exposures are better than others, for the right objectives…
Some (online) advertisers are already aware …
TV AND OOH ADS FOR BRAND AWARENESS AND BRAND UNDERSTANDING
ONLINE AND SOCIAL MEDIA ADS FOR SALES
CONVERSION
So, what to do tomaximize value and impact?
Whichtouchpoints are
people consuming?Which are they likely
to experience inthe future?
Which TPs make most sense for
the brand objective and
target?
Whichof these
touchpoints engage and
have impact?
How much is the right amount to spend, and on
which touchpoints?
Advertising challenges
We will take advantage of some observed realities
Attention differs across the various touchpoints
The impact of touchpoints differ across different targets, for the different brand objectives
Creative quality is a key component in the efficacy of each touchpoint and integrated campaigns.
Please contact us for more information
THANK
YOU
ILSE BRUWIERESr. Client Service Director
Tel: +32 (0)9 216 22 03Mail: [email protected]
ANTOON VAN DER STEICHELResearch Director
Tel: +32 (0)9 216 22 33Mail: [email protected]