changing channels with confidence - nigeria 2013

Changing Channels with Confidence: A Structure for InnovationLAGOS - July 2013

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Direct Mail -45.4%

Cinema 0.0%

Internet 21.9%

Out of Home 3.5%

Print -12.8%

Radio 4.9% Television 3.0%

Media consumption is changing

Extracted from Adex: Adspend in YTD June 2012 vs previous 12 months.

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A 70|20|10 framework can help drive innovation

Approachto Innovation

Approachto Innovation

2005

BudgetAllocation

BudgetAllocation

2011

LearningDevelopment

LearningDevelopment

1980’s

We believe 70|20|10 aids great channel planning

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6

Reliable impact and ROI

Campaign delivers strongly against plan

Some impact and ROI

New innovations work well, some pleasant

surprises

Practical learningand pointers for the future

Campaign functions; occasional runaway

success

70 20 10

How can we summarise our objectives?

What mustmedia deliver?

What does success

look like?

Large optimization gains have a

significant impact within channel

Success of media;optimize within channel

Winners and losers identified (failure part

of future success)

Future channel potentialand initial optimization tips

Incremental optimizations make a big overall difference

What does success

look like?

Opportunities foroptimization across

the media mix

Research mustidentify

70|20|10 mentality driving innovation

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70

20

10

TVOutdoorRadioPrint

CinemaClassifieds

ActivationsOut of Home (Rank

TV, Taxi TV)

Online search & display

2005

TVOutdoorRadioPrint

CinemaActivations

Out of Home (Rank TV, Taxi TV)

Online search & display

Social MediaOnline Video

Gaming

2009TV

OutdoorRadioPrint

CinemaActivations

Out of Home (Rank TV, Taxi TV)

Online search & display

Social MediaOnline Video

Gaming

MobileAR, LBM

2013

70 – the comfort zone

8

9

It’s all about optimisation...

65

43

13 11 94

TV

TaxiTV

Print

Outdoor

Radio

Taxi Rank

TTV resonates in a similar way as TV does!

SA financial campaign10

In the example below, 2/3rd’s 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?

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How can I get more frequency for my money?

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

Knowing how much is enough…

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What is the effective frequency of my ad?

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

What is my campaign's optimum frequency range?

Different campaign objectives may require different media support levels!

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

% m

axim

um im

pact

Frequency

TV (75)

Bus (75)

Online(95)

2-42-4 8-108-10

10-1210-12

Achieved Frequency:TV 6.6

Online 14.7OOH 25

AWARENESS

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Getting the Effectiveness – EfficiencyMix right

Big impact usually costs a lot of money...

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Press

Online

OOH

TV

... but sometimes a little money can work a lot harder

Overall MediaContribution

1.1

0.4

0.8

0.6

ContributionPer $Xm

0.5

0.4

0.6

1.9

3.4%

Consideration

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

20 – calculated innovation

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Innovative within channels

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20

Don’t interrupt the thing I am interested in...

BE THE THING I AM INTERESTED IN!

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Often it’s the unexpected that works!Click on TV to view more

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Integration – innovate across channels

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

Media contribution to campaign uplifts

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Synergies are accounting for 61% of media uplifts. TV has a synergistic effect on driving uplifts along with other media.

13%

19%

7%34%

27%

Outdoor

TV & Radio

TV & Outdoor

Radio

Print

25

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

10 – into the unknown

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27

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

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Bold often pays off! Click on TV to view more

Millward Brown – here to help

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CrossMedia

AdIndexFanIndex

AdIndex for mobile

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Success!

For more information contact:

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Andrzej Suski, Head of Media Solutions Africa & Middle Easte: andrzej.suski@millwardbrown.comt: +27 21 442 3680