developing your all-digital strategy - dbs, 12/7/15
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Copyrig
ht ©
2014 The
Nielse
n Co
mpany. Con
fiden
Kal and
proprietary.
2
BE AWARE OF THE ELEVATION
3
Can your digital plan achieve TV-‐like reach?
Nielsen studies show even the best digital plans struggle to
exceed 60% reach.
Give up reach, give up sales.
UNDUPLICATED TV REACH CAN BE
~90%
How talented is your digital creaKve agency?
WORK WITH A GOOD INSTRUCTOR
1
Digital provides more creaKve opKons than TV, but newer opKons typically come with less confidence.
MAKE SURE YOUR EQUIPMENT IS CUSTOM FITTED
2
How important is video to your markeKng efforts?
Online video is generally more expensive than TV on a cost-‐per-‐thousand basis.
Copyrig
ht ©
2014 The
Nielse
n Co
mpany. Con
fiden
Kal and
proprietary.
3
WEAR A HELMET – ACCIDENTS ARE BOUND TO HAPPEN
6
Will your digital ads actually be delivered to this audience?
Only ~60% of digital impressions reach intended demos.
Only ~40% are on target for narrowly defined age groups.
3
Can you effecKvely find your ideal audience?
KNOW WHICH SLOPES TO TAKE
4
Digital offers big advantages in buying audiences based on almost any variable.
WEAR GOGGLES FOR VISIBILITY
5
Will your digital ads be viewable?
Generally, >50% of digital ad impressions are served out of view or to bots.
Copyrig
ht ©
2014 The
Nielse
n Co
mpany. Con
fiden
Kal and
proprietary.
4
RESPECT YOUR LIMITS
9
Will giving up cross-‐pla^orm exposure affect ad performance?
Cross-‐pla^orm exposure drives greatest brand li_, even when
adjusted for frequency.
4
Will your digital ads be as effecKve as TV ads?
CAREFULLY PLAN HOW TO MAXIMIZE YOUR TIME ON THE SLOPES
7
Display ads are generally less effecKve than TV spots in driving brand li_.
However, online video ads are typically more effecKve than linear TV.
SKI WITH A BUDDY AND CHECK IN REGULARLY
8
Can you opKmize digital plans in-‐flight?
Brands opKmizing in-‐flight rouKnely improve digital ad
performance by as much as 30%.
Copyrig
ht ©
2014 The
Nielse
n Co
mpany. Con
fiden
Kal and
proprietary.
5
The fundamentals of adverKsing success don’t change, whatever the medium.
• Reach the right audience • Generate brand li_ with messages that resonate • Drive consumer reacEon
How do your answers affect your expectaEons of a posiEve ROI
an all-‐digital campaign?
5
What’s the cost impact of moving all digital?
STAY ON YOUR TRAIL
10
Online video generally costs more than TV and display less.
ProgrammaKc and real-‐Kme bidding capabiliKes provide more price control.
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