make the most of your digital spend
DESCRIPTION
TRANSCRIPT
1
make the
MOSTof your
DIGITALMARKETING
spend
MEDIA & DIGITAL
[email protected]+11 202 7000
Twitter: @MoniqueLeech#MBSADigital
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We have heard some interesting conversations
around digital…. some of them are along these lines…
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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?
Once upon a time (15 years ago)… we had all of these
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Now all this….
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Fits into one of these…
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The good old days: when did you finish high school?
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• AFTER 2000?• BEFORE 2000? IF SO:
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We forget that digital is basically a teenager! And like a
teen – changes constantly!
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Most marketers didn’t grow up in a “digitized” area. People tend to shy away from things they are not comfortable with.
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BUT – you need to adapt and get comfortable in the digital
space.
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Why? Should you be paying any attention to digital
marketing? It is, after all, still such a small piece of the
advertising pie….
Total advertising spend is forecasted to be USD4Bill at the end of 2013
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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
And yes, the forecast for Digital Spend for 2013, remains a small piece of the pie (2%)
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Total Advertising Spend South Africa 2013 USD Millions
Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
TVRadioNewspapersMagazinesCinemaOutdoorInternet
But look at this picture in another way and we can see that digital spend has increased almost 10x since 2006
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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
But what we tend to forget, is that most of this reported spend is based on online display…
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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
The industry is however working on a solution…
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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
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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
The average click-through rate reported by DoubleClick for South Africa in 2013 is 0.22%
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Yes, folks – this tiny green dot is CTR
http://www.richmediagallery.com/resources/benchmarks/?utm_source=Think+Insights&utm_medium=website&utm_campaign=Launch
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
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?
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Shouldn’t we be thinking of a better way to measure?
Current metrics don’t allow for direct ROI comparison of media channels:
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TV/ Radio/ Print/ Outdoor
Reach
Frequency
GRPs
Brand Impact
Digital:
Impressions
CTR
CPM
CPC/CPL/CPA
Our CrossMedia solution compares all channels to deliver a common currency
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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
Digital as part of the media mixSome learning's from our cross media database
TV remains the biggest reach channel across our region.
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Channel Reach
Based on 78 XM studies
71
36 36 34 32 30 2924
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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
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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
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Case Study 1
Case Study 2
Case Study 3
Case Study 4
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
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TV
TV
TV
TV
Case Study 1
Case Study 2
Case Study 3
Case Study 4
Solus Media Effect, 62
Synergy, 38
And we see this across AMAP too – 1/3 campaign performance from synergies
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OOH
Share of campaign effects on brand image – all studies, AMAP
Based on 78 XM studies
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
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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Social Media Learning's from our FanIndex ™and Verve™ database
The good old days:
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But things have changed…. And social is becoming more
important. WHY?
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.
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Search Engines
Company Sites
Social Media
The path to purchase starts here…
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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
Social media is not what you might think….. It is more than Facebook and Twitter!
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Why don’t I have any friends or followers?Biggest mistakes brands make in social media
Things brands (who have failed) wish they had done:
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Set clear goals
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Getting it right on Facebook, matters. Engaged Facebook fans spend 3-4X more on your brand!
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FANS NON-FANS
Source: BRANDZ 2012 global database
13% 3%
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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.
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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
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
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
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
Its all about being relevant and quick
A great case study in relevance: Audi A3 Exchange
http://www.youtube.com/watch?v=uCsxsO6fo0053
Click box below to see video
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
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%
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:
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34
36
Clicked on orinteracted with the
ad
Visited the brand’s website
Searched for thebrand on the
Internet
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
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
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Mobile Outpaces Online Ads Average Brand Metric Deltas for Mobile and Online Campaigns
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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….
Even the most basic SMS marketing works!
HOW MOBILE CAN IMPROVE ROI www.dynmark.com62
90% OF SMSesARE READ IN THE FIRST 15
SECONDS
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!
Knorr in every stew
Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/64
Click box below to see video
Mobile Text Books
The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippineshttp://www.youtube.com/watch?v=7bUGXqhrVrw&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh
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Click box below to see video
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MobileBest practices for mobisites and APPS
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
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
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
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?
ABSA Design Indaba
Winner of 2 2013 Loerieshttp://www.youtube.com/watch?v=Ff0Z39LbvFs71
Click box below to see video
Online VideoLearning's from Millward Brown ADINDEX™ database
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
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
However, high frequencies for online video can be negative
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-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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The importance of good creative
The advertising challenge is consistent across online and offline media
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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?
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
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
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
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
Entertaining and viral! TNT
http://www.youtube.com/watch?v=316AzLYfAzw82
Click box below to see video
Re-purpose or not-repurpose?
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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
Video Creative Best Practices (All Formats)
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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
Video Creative Best Practices (All Formats)
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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
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
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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
Video Creative Best Practices (All Formats)
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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
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
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• 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
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).
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
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Creative learning's are similar for displayLearning's from Millward Brown ADINDEX™ database
Brand Presence – show brand prominently
93
x
Frames stand on their own
94
x
xSimple messages
95
Product shots & human presence work
96
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
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MEDIA & DIGITAL