changing channels with confidence

PowerPoint Presentation

Changing Channels with Confidence: A Structure for InnovationBy Andrzej Suski & Monique Leech - Millward Brown South Africa

2

Heraclitus2

Presentation Notes 11/6/2012

Media consumption is changingExtracted from Adex: Adspend in YTD June 2012 vs previous 12 months.

3


4Amaras Law:We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.

Making progress at the right pace isnt easy4


5

A 70|20|10 framework can help drive innovation

Approachto Innovation

2005

BudgetAllocation

2011

LearningDevelopment1980s

Learning DevelopmentThe 70/20/10 Model has been established for a long time as a Learning and Development model based on research by Michael M. Lombardo and Robert W. Eichinger for the Center for Creative Leadership.[1] The concept states that development typically begins with realization of a need and motivation to do something about it, and that a blend of different learning approaches "in concert" can provide powerful learning. Lombardo and Eichinger stated that "the odds are that development will be":about 70% from on-the-job experiences, tasks, and problem solving.about 20% from feedback and from working around good or bad examples of the need.about 10% from courses and reading.

Approach to innovationPioneered by Eric E. Schmidt and articulated about Google in 2005.The 70/20/10 Model is a business resource management model.This model dictates that, to cultivate innovation, employees should utilize their time in the following ratio:70% of time should be dedicated to core business tasks.20% of time should be dedicated to projects related to the core business.10% of time should be dedicated to projects unrelated to the core business.

In the same year as Schmidt was espousing the Google approach to innovation, McKinsey published a report (`Boosting Returns on Marketing Investment) in which they recommended that in the face of declining effectiveness and trust in mass advertising and the increasing fragmentation of media, brands spend 80% of their budget on banker strategies and tactics, and 20% on learning through well structured tests.

Budget AllocationCoca Cola have recently adopted 70 20 10 as a media budget allocation strategy.An innovation-driven marketing communication strategy is vital for usTo help guide this strategic intent we have developed an investment strategy for media and content spend. We call the model "the 70/20/10 investment principle". Basically, it gives us a way of looking at all our communication plans across the business. The first segment relates to 70% of our communications spend. This goes on low risk, "bread and butter" content. It pays the rent. It's our passport to the 20% or the 10%. Developing content for this segment should consume proportionately less time, perhaps as little as 50% of our hours. If you take a look at our Fanta brand, for instance, you could argue that our TV commercials, shopper marketing and OOH communication fall into the 70% segment. Next, we have the 20% of our content where we innovate based on what we know works well. This content will engage more deeply with a specific target group but will still operate on a certain broad scale. Last, we have the high risk content that falls into our 10% segment. This involves brand new ideas. These may one day become part of our 20% or even 70% segments. Equally, these ideas may well fail outright. We need to be prepared for them to succeed or fail, and to celebrate either outcome.

5


We believe 70|20|10 aids great channel planning6

We dont believe this should be considered a strict formula.But we do believe this framework can be a helpful philosophy.So what do we mean by each of the elements?6


7Reliable impact and ROICampaign delivers strongly against planSome impact and ROINew innovations work well, some pleasant surprisesPractical learningand pointers for the futureCampaign functions; occasional runaway success702010How can we summarise our objectives?What must media deliver?What does success look like?Large optimization gains have a significant impact within channelSuccess of media;optimize within channel Winners and losers identified (failure part of future success)Future channel potentialand initial optimization tipsIncremental optimizations make a big overall differenceWhat does success look like?Opportunities foroptimization acrossthe media mixResearch mustidentify

7


70|20|10 mentality driving innovation8702010TVOutdoorRadioPrintCinemaClassifiedsActivationsOut of Home (Rank TV, Taxi TV)Online search & display2005TVOutdoorRadioPrintCinemaActivationsOut of Home (Rank TV, Taxi TV)Online search & displaySocial MediaOnline VideoGaming2009TVOutdoorRadioPrintCinemaActivationsOut of Home (Rank TV, Taxi TV)Online search & displaySocial MediaOnline Video GamingMobileAR, LBM & NFC2013

8


70 the comfort zone9

For most brands, the 70% zone of low-risk,bread-and-butter marketing is likely to involveestablished channels such as TV, print, outdoor,and radio. But this will vary across categoriesand countries. A strong FMCG/CPG brandin the United States might use TV, outdoor,online display, and online video. A brand in aconsidered purchase category in Germany mightuse print, sports sponsorship, online search,and online display. A new service brand in Japanmight use TV, event sponsorship, mobile display,and QR codes. For some brands, the 70% couldalso include word-of-mouth marketing.But to say that 70% of the budget should fundcommunications in channels that are consideredto be safe, familiar, and effective is not to saythat 70% of a media budget should remain staticfrom year to year. Based on ongoing learning andevolving brand objectives, channel compositionwithin the 70% could vary significantly over timeand from campaign to campaign.9


Its all about optimisation...

#

TTV resonates in a similar way as TV does!SA financial campaign11In the example below, 2/3rds of the sample said they had seen the ads on TV when it was only flighted on TTV!Where have you seen the campaign for brand XXX?

11


Video travels very well across channels! 12Light users of TV can be reached at a low cost with potentially enhanced targeting!Rate card monthly cost for a 30 second commercial on TTV is R165000. This provides a reach of 75% of the sample on average with a frequency of 9.2 = 689 GRPs.CPP = R240#The same amount of money spent on TV would buy 27 ARsassuming CPP (1AR) = +/- R6000(R165 000 / R6000 = 27ARs)

And it is not just TTV:

Cinema

Digital display

You TubeSA financial campaign

12


13A stronger Noting result is seen amongst executions that launched on both TV & Cinema simultaneously

Source: Millward Browns Adtrack Database

9.412.615.412.815.118.305101520251011-1516-20% NotingDuration (Seconds)

TV Only

TV and Cinema

30EffectiveNoting-Total

13


14How can I get more frequency for my money?

How can I get more frequency for my money?Click on TV to view more

14


Knowing how much is enough15

15


What is my campaign's optimum frequency range?Different campaign objectives may require different media support levels!2-48-1010-12Achieved Frequency: TV6.6 Online14.7OOH 25AWARENESS

16


Over investment in any one channel creates inefficiency and wastage, reducing ROIAt traditional weights TV is often over delivered and so cost inefficient. Perhaps TV is not the best place to find light or non TV viewers to grow our reach

Weeks37% of campaigns TV GRPs were wasted here

#

17


18What is the effective frequency of my ad?

What is the effective frequency of my ad?Click on TV to view more

18


19Getting the Effectiveness EfficiencyMix right

Big impact usually costs a lot of money... 20

Press

Online

OOH

TV... but sometimes a little money can work a lot harderOverall MediaContribution1.10.40.80.6ContributionPer RXm0.50.40.61.93.4%Consideration

How can I optimise moving forward?% people reached by medium with non-optimum frequency, by the end of the campaignIn this example, 40% of the TV audience had seen the ad too many times (i.e. above the range of frequencies found to be cost effective)An adjustment to the media plan involving a reduction in TV spend and an increase in digital spend resulted in almost the same overall impact (just 5% reduction) but a cost saving of 20%CrossMedia Research Case Study Europe FMCG

#

21


22

How to combine scale and engagement?Click on TV to view more

22


20 calculated innovation23

Innovating around media approaches that areknown to be effective could include a broadrange of options. It could mean taking a smallrisk, such as increasing your spend on a channelthat seemed to work well in your 10% last year.It could mean spending behind a channel whereyou dont have concrete research evidence ofa return on investment. Or it could mean takinga risk in an established channel that is familiarto you, perhaps by sponsoring a sporting eventfor the first time when you have previously beenknown for associations with music festivals.For many brands across a range of categories,social media currently falls into the 20%category. Brands have some practicalexperience and strongly believe in the excitingnew ways social media allows them to interactwith their consumers. But they still havequestions about the return on their investment,and they are still learning how to create anddeliver campaigns that are truly social by design.

23


Innovative within channels

24

24


25

Dont interrupt the thing I am interested in...

BE the thing I am interested in!

We often find that innovative use of channels really drives to ROI up relative to what could be considered as expected for that channel.25


26

Often its the unexpected that works!Click on TV to view more

26


27Integration innovate across channels

28

Making campaign touch points seamlessly support each otherClick on TV to view more

28


Media contribution to campaign uplifts29Synergies are accounting for 61% of media uplifts. TV has a synergistic effect on driving uplifts along with other media. OutdoorTV & RadioTV & OutdoorRadioPrint

30In order to be successful, brands need to create media agnostic ideas that are social at their core.

30


10 into the unknown31

The 10% zone is the place where genuineexperimentation takes place with new andemerging channels. But this risk-taking shouldbe in line with brand and campaign objectives;iPhone apps and Pinterest pages are right forsome brands, but not all.For many brands, mobile currently falls into the10% category. The mobile marketing landscapecontinues to evolve as ownership of smartphonesand tablets grows rapidly around the world,and questions abound about the best ways totake advantage of these new opportunities.Coke UK is reported to have a mobile firstmentality in their planning process. Starting withthe 10% not only ensures that 10% innovationhappens; it also ensures that these projects aregiven due consideration and a chance to play anintegral role in the overall campaign, rather thanbeing seen as afterthoughts.

31


32

Heraclitus32


33

Your efforts in this zone are likely to be relatively resource intensive.Even if media costs are low.

Heraclitus33


34

Bold often pays off! Click on TV to view more

34


Millward Brown here to help35

CrossMediaAdTrackAdIndexFanIndexAdIndex for mobile

35


36

Success!

Success is steering a safe andprosperous middle path while evolving bothmedia and research budgets36


GETTING THE MOST FROM OUR 20/1037@moniqueleech

EMBRACING SOCIAL MEDIA

38


39http://www.youtube.com/watch?v=H61WvxOm1AMThe Social Media Revolution

Click me!

A closer look at social networking in South Africa - Memburn 7th Septmber 2012405.3 million South Africans use Facebook.1.8 Million South Africans use Linked In.1.3 million South Africans use Twitter.1.2 Million South Africans use Google+.

41

But does Facebook impact brand perceptions?

42

IMPACT PER PERSONMEDIA REACH

This displays the variation in impact on those reached by the different mediaOrder of media in terms of reach

By databasing these studies we have been able to display media performance against each other by removing the reach effect of lead media. 43


On advertising awareness as a measure we see the power of AV and other broadcast media

RadioTVOnline DisplayFacebook DisplayNewspapersIMPACT PER PERSONMEDIA REACH

NEWS

10%20%

44


Facebook Display drives consideration

Online Display

Facebook Display

Radio

TV

NewspapersIMPACT PER PERSONMEDIA REACH

10%20%

NEWS

However, Facebook Display achieves good levels of consideration contribution unlike other high potential reach media45


SOCIAL NETWORKING 2.9 7.8 3.1 2.2 3.6FACEBOOK ONLYLooking at our Market Norms database - 2190 Campaigns Aided Brand AwarenessOnline Ad AwarenessMessage AssociationBrand FavorabilityPurchase Intent 1.6 4.6 2.5 1.7 3.4


Building brand loyalty and advocacyTHE HEART OF FACEBOOK IS THE FAN PAGE

Our analysis tells us what makes a good fan page and how it impacts key brand KPIsBetter attributes, content and benefits result in a page with a better FanIndex rating. This in turn results in stronger brand impact.

Fan page attributes

Fan page content

Benefits of being a fan

Impact on purchase intent

Impact on brand appeal

Impact on brand equity

Impact on engagement

FanIndexRating

Size isnt everything...49Bigger does notalways mean better!Number of fans hasno impact on FanPage approval# FANSFANINDEX RATING50000010000001500000859095100105110115

Correlation: 0.02. r2 = 0.00; r = -0.042000000

49


Higher FanIndex results in greater increase in purchase intent

13012070809010011000.20.60.40.81FANINDEX RATINGPurchase Intent

Q12. How does this fan page make you feel about BRAND whenever you visit?The fan pages are generally having a very positive brand impact.At the same time, brands are currently missing out on the opportunity to deepen loyalty with more than one in four fans.Stylish design is the main driver of the pages generating most appeal.50


Foundations of a successful fan pageOFFERS

EXPECTEDEASE OF USE

EXPECTEDCONTESTS/GIVEAWAYS

EXPECTEDREGULAR POSTS

EXPECTEDNEW PRODUCT INFO

EXPECTEDTRUSTWORTHYBRAND NEWS

EXPECTED

Consumers that like your page will undoubtedly already have a degree of love for your brand so make sure you deliver to higher than normal expectations. Deliver well against our hygiene factors.

These remain largely unchanged; just one addition (add as animation build?) as brands get more creative within the fan page environment, a few pages may have made them a bit too confusing. Consumers increasingly appreciate those that are intuitive.

51


52Variety

DIFFERENTIATORCommunity

DIFFERENTIATORInteraction

DIFFERENTIATORInnovation

DIFFERENTIATORFun

DIFFERENTIATORIn essence - Making your fan page flourishInnovation

DIFFERENTIATORFun

DIFFERENTIATORUseful information

DIFFERENTIATOR

52


Creating an engaging Fanpage will result (on average) in those consumers spending 4x more on your brand.53FANSNON-FANSSource: BRANDZ 2010 global database13%3%

But those who are facebook fans are extremely important to the brand, spending more than 4 times more than non-fans on the brand.

They are valuable to the brand partly for their custom but also because of the role they could play in promoting the brand to others.

For many brands, it is therefore important that the facebook fan page is a place fans want to spend time on and come back to, making them feel closer to the brand and more loyal and giving them the opportunity to tell others about the brand.

53


54

Winning StrategiesMobile

#

55The question is no longer - Why should I invest in mobile? - weve all read statistics about the tremendous adoption of mobile and tablet devicesbut - How should I invest in mobile?

Mobile Playbook

Mobile advertising and marketing is a real contender in the South African market:www.inmobi.com www.inmobi.com

56The average mobile web user in South Africa consumes over 6 hours of media daily.Mobile devices represent 30% of this time.

79% Of consumers are more or equally comfortable with mobile advertising vs. TV or online ads5,413,335,038Quarterly Mobile Advertising Impressions in South Africa on the InMobi Network as of Q2 2012

In South Africa, consumers find their mobile devices indispensable!www.inmobi.com www.inmobi.com

57

Mobile impacts consumer behaviours throughout the purchase path:

Mobile devices are used throughout the day:

58

BESTPRACTICESMobile Advertising58

BEST PRACTICES FOR DEVELOPING MOBILE CREATIVEStuff weve learned

59


Stuff weve learned

THANKS, ADWEEK

60


Stuff weve learnedSTUDY THE LAST WAR.FIGHT THE NEXT ONE.

TV IS NOT JUST RADIO WITH PICTURES

WEBSITES ARE NOT JUST BROCHURES YOU CLICKMOBILE DEVICES ARE NOT JUST LITTLE COMPUTERS

Stuff weve learnedNOT EVERY MOVIE IS AN EPIC. NOT EVERY DATE LEADS TO MARRIAGE.

AND NOT EVERY MOBILE ENGAGEMENT NEEDS TO BE AN EXTENDED, IMMERSIVE EXPERIENCE.

62


Stuff weve learnedYOUR BANNER IS AN APPETIZER, NOT THE ENTIRE MEAL.In Dell A/B test, users clicking these rich media ads consumed 47% more content.

Stuff weve learned

Check with friends: Whos up for a movie?Whats playing near me?Watch trailer, read reviewsBuy tickets in advanceConcession stand promoTell my friendsLets eat!Watch the movie

Check in at theater

YOURE NOT TARGETING A DEVICE, YOURE TARGETING A PERSON.

Dynamic Logic has completed 300+ mobile advertising studies across a broad range of industry verticals.

Mobile SearchLocationAugmented RealityDisplay & Rich Media AdsSMSAPPSMobile Video

More commonly researchedEmerging

Mobile Works! The average campaign has an impact on all 5 traditional brand metrics. 66Source: Dynamic Logics AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondentsDelta ()=Exposed-ControlPercent Impacted: Delta ()

Aided Brand AwarenessBrand FavorabilityPurchase IntentAd AwarenessMessage Association+5.9+19.9+12.1+3.9+4.7


Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns67

MOBILEONLINE

Aided BrandAwarenessBrandFavorabilityPurchaseIntent+5.9+19.9+12.1

AdAwarenessMessageAssociation+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 ()=Exposed-Control

There may be a novelty factor at play, but mobile still bests both early online and early video68Source: Dynamic Logics MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents Delta ()=Exposed-Control

Percent Impacted: Delta ()Aided BrandAwarenessBrandFavorabilityPurchaseIntentMobile AdAwarenessMessageAssociation

+4.1+7.8+5.9+9.1+18.9+19.9+5.8+11.3+12.1+2.3+4.5+3.9+2.1+4.0+4.7

Early Online Norms (2000-2002)Early Video Norms (2002-2004)Mobile (2007-2011)

BETTER TARGETING THE RELATIVELY LARGER PROPORTION OF THE MOBILE SCREEN DEVOTED TO THE ADVERTISEMENT

MORE FOCUSED AD COPY AND CONTENT DUE TO SIZE OR TECHNOLOGY CONSTRAINTS

CONSUMER ACCEPTANCE OF MOBILE ADS

THE NOVELTY OF MOBILE ADS

A few different factors contribute to mobiles effectiveness as a medium

69


Millward BrownMOBILE CREATIVE BEST PRACTICES

Creative matters more than ever: Theres a large variation in the best and worst performing ads71Percent Impacted: Delta ()Aided BrandAwarenessBrandFavorabilityPurchaseIntentMobile AdAwarenessMessageAssociation

+18.1+5.9-2.7+44.4+19.9+2.4+29.8+12.1-1.3+14.5+3.9-4.9+16.3+4.7-4.0

Mobile Best PerformersOverall Mobile PerformersMobile Worst PerformersSource: Dynamic Logics AdIndex for Mobile Norms through Q3/2011Overall Mobile N=165 campaigns, n=125,471 respondents. Delta ()=Exposed-Control

Clear and persistent branding is important for brand awareness

The location of a brand name or logo within a mobile ad can have a strong impact on advertising recallWhat differentiates the best and worst mobile creative?7212

3Encouraging interactivity and engagement are advantageous for mobile campaigns

What does successful and unsuccessful mobile creative look like?73

Three characteristics in particular are associated with high impact:

Left-side brand placement

1

A strong call-to-action

2

Clear branding throughout the creative

3

LH side brand placement. Mobile ads are generally displayed above the content in a leaderboard format, which takes advantage of how viewers tend to look at the top left of the screen initially. The left-side placement is likely a reason why respondents who only briefly glimpse at the creative can still recall seeing an ad for the specific brand. Nearly two-thirds of the bottom-performing mobile campaigns do not adhere to this design.

Strong call to action. Campaigns with the strongest performance on measures of purchase/behavior intent often tend to include a call-to-action, with many offering an incentive. Offering something tangible, such as a free app or incentive (e.g., sweepstake, coupon), is advantageous for mobile campaigns.

Clear branding. Many of the trends we observe in the bottom 20% of mobile campaigns are the same ones that lead their online counterparts to falter. Both mobile and online campaigns with a weak brand presence can be hampered in their attempts to build brand awareness. The absence of clear branding on each frame within a creative sequence is a common problem among mobile campaigns that perform poorly on brand awareness and mobile ad awareness metrics. 73


Although all categories can benefit positively from mobile advertising, CPG outperforms both financial services and auto across nearly all metrics74

Percent Impacted: Delta ()Aided BrandAwarenessBrandFavorabilityPurchaseIntentMobile AdAwarenessMessageAssociation

+4.0+6.5+5.4+14.5+25.0+19.9+11.6+9.3+14.7+1.8+4.6+3.8+3.5+5.4+4.2

Financial ServicesCPGAutomotiveSource: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011CPG N=41 campaigns, 37,649 respondents; Financial Services N=39 campaigns, 30,050 respondents; Auto N=34 campaigns, n=24,392 respondents. Delta ()=Exposed-Control

Some financial services brands rely on their logos too much for branding (and not enough on using the full brand name), so awareness can suffer comparatively in that category. They also dont have the advantage of having a physical product to create recognition.

Auto leads on message association we see this in online results as well. Auto brands tend to have consistent, recognizable taglines, 74


Overall, mobile outperforms on line on all key brand measures for CPG brands75

Aided BrandAwarenessBrandFavorabilityPurchaseIntentMobile AdAwarenessMessageAssociationPercent Impacted: Delta ()

CPG MobileCPG OnlineSource: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last 3 Years through Q1/2011; CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881 campaigns, 996,812 respondents. Delta ()=Exposed-Control

+6.5+1.7

+25.0+5.1

+9.3+2.3

+1.6

+5.4+1.6

+4.6

CPG campaigns may be able to utilize the smaller ad size more efficiently by showing only a brand logo, product shot and simple messaging and call-to-action.

Where CPG goes wrong is by doing too much they can often be at their best when simplest. While they can sometimes take advantage of recognizable packaging or branding, less recognizable brands suffer when the branding is only on the product itself a wine bottle may not be enough for someone to recognize your particular label.

Mobile overall does better among women, but we see this is especially true for CPG campaigns. 75


Mobile financial services campaigns outperform their online counterparts as well76

Aided BrandAwarenessBrandFavorabilityPurchaseConsiderationAdAwarenessMessageAssociationPercent Impacted: Delta ()

Financial Services MobileFinancial Services Online

+4.0+2.6

+14.5+2.8

+11.6+1.3

+1.8+1.3

+3.5+0.8Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years through Q1/2011; Financial Services Mobile N=39 campaigns, 30,050 respondents; Fin Serv Online (Last 3 Years): N=291 campaigns; 460,239 respondents. Delta ()=Exposed-Control

Financial services suffer from a lack of tangible product, and occasionally brands try to change up the creative by not including the brand name and instead just using a logo.

Sometimes brands will also try to use symbols for their products, like credit cards, or text books for student loans. But trying to transform a banking product into a physical one which we see can lead to success with CPG is still difficult when your product (a credit card) looks relatively similar to other brands products, especially if you fall prey to only branding the card and none of the rest of the creative.76


Auto campaigns build awareness very successfully77

Aided BrandAwarenessBrandFavorabilityPurchaseConsiderationAdAwarenessMessageAssociationPercent Impacted: Delta ()

Auto MobileAuto Online

+1.1+14.7+2.1+3.8+0.6

+4.2+0.6+5.4+19.9+3.2Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years through Q1/2011; Auto Mobile N= 34 campaigns, 24,392 respondents; Auto Online N= 361 campaigns, 484,932 respondents. Delta ()=Exposed-Control

We see discrepencies arise in online when the parent brand and model brands compete for attention and awareness. In mobile, this is actually an advantage, because the space is so small, that to keep the creative readable, both the parent brand and model brand have to be prominently featured.

Recognizable parent brands and brand name is almost always included. Dont necessarily benefit from including product shot confusing if cropped, and branding is typically strong enough to carry the ad without a product shot. So, like CPG, a simple ad format can work well.77


Dos and Donts78do:dont:show your brand only on a product shotclearly brand your creative

make sure you have a clear call-to-actionclutter your ads with too much text or too many logos

make the ads interactive and engagingrepurpose online creative only to leave it cropped

78


79

A south African View

MOBILE CREATIVEBEST PRACTICES

Consumers dont distinguish between ads, search or information on digital mediums. Brands need to to think that anything communicated through digital is a one on one with the consumer- you are trespassing in their cloud space. Consumers see ANYTHING digital as digital advertising, and brands need to be invited into these spaces make sure you act as a friend not a salesman

80

Creativity is king on digital. Advertising needs to be more engaging, more unique and more relevant than offline. Yet in practice the reverse is true. Offline advertising is owned by the brand and you have a right and a reason to be there. Digital platforms belong to the user- unless you have something to say or add, you have no right to be there. Digital format matters- SMS and email are more personal, you need to be invited and then better have something worthwhile and relevant to say. Otherwise you may be banned form coming in again.

81

So what you waiting for?GO ON! EMBRACE THE UNCONVENTIONAL.

For more information contact:

82Andrzej Suski, Head of Media Solutions Africa & Middle Easte: [email protected]: +27 21 442 3680

Monique Leech, Director Digital Solutionse: [email protected]: +27 11 202 7148

Chart1000000000.00119617220.00047973390.0287081340.01480593240.07296650720.09044351870.12081339710.19012797470.17344497610.28618537280.21889952150.37827031540.24641148330.44610007380.2930622010.48956791890.38038277510.55757612340.45334928230.65813158660.57057416270.7391220745

% audience over frequency ceiling% GRPs non productive

Sheet1Weeks% audience over frequency ceiling% GRPs non productive120%0%30%0%40%0%50%0%63%1%77%9%812%19%917%29%1022%38%1125%45%1229%49%1338%56%1445%66%1557%74%To resize chart data range, drag lower right corner of range.

changing channels with confidence

Business