2014 effies learning presentation
TRANSCRIPT
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Marketing and Media Insights from the 2013 Effie Submissions 11 S E P T E M B E R 2 0 1 4
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Our Partnership
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What We’ve Done
Medalists
Entries
Finalists
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Find the Right
Lead
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Conventional wisdom says…
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Reliance on TV decreases
In 2014, only 63% of Effie winners include a TV
touchpoint– down from 75% in 2013
63%
75%
2013 2014
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Digital is the norm, not the exception
Digital touchpoints are
included in almost every
2014 Effie entry – TV
touchpoints are only
included in 65%
65% 96%
DIGITAL TV
Digital advertising spends are expected to
jump 17% in 2015 – compared to the 2.2%
expected increase in TV ad spending
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Frequency and efficacy/engagement
• Viral content, mobile
technologies and street teams
are all non-TV touchpoint
frequently leveraged by Effie
winners
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• Viral content, mobile
technologies and street teams
are all non-TV touchpoint
frequently leveraged by Effie
winners
• TV is in the bottom third of
touchpoints in Effie winners
Frequency and efficacy/engagement
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Former Channel Model
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REINFORCE
REMIND
REACH
SHARE INTERACT CREATE
Other models are emerging
EXCITE
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SPREAD ORGANIZE SHARE
Other models are emerging
MEMORIALIZE
CHRONICLE
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2014 Effie Winner: Adidas, #TheReturn
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Type equation here.
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Find the Right
Lead
Narrow Your
Focus
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Targeting: Use your rifle
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Targeting: Use your rifle
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Targeting allows budgets to be cheaper, more efficient
Effie finalists with media budgets under $5M
50%
21%
2012 2014
Global advertising spend is expected
to increased 6.5% in 2014 to $508B
Digital advertising is the fastest
growing category, with a projected
14.7 CAGR to 2017
US digital advertising commands a
budget of $144B
.
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2014 Effie Winner: Mercedes-Benz, Take the Wheel
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Find the Right
Lead
Narrow Your
Focus
Be the Hare
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Oreo’s Super Bowl Tweet
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Oreo Since the Super Bowl
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Lead With
Your Right
Narrow Your
Focus
Be the Hare
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Thank you. O S C A R . Y U A N @ M B V E R M E E R . C O M