tv commercials still rule in much of asia - how effective is yours?

$650 million can’t be wrong...

...or can it?!

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How many of you work for a company that has advertised

on TV in the past year?

3

How many of you work in cost-control,

procurement, or finance function?

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2008 2009 2010 2011 2012 2013* 2014*0

100

200

300

400

500

600

700

800

Vietnam TV Ad Spend (USD Million)

Approaching $650 million in 2013...

Source: IMF/Media Partners Asia * Estimated

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2012

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

76 13 6

Vietnam Ad Spend by Medium (%)

TVPrintOOHOnlineRadio

Advertising is dominated by TV...

Source: IMF/Media Partners Asia

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Vietnam Asia0

10

20

30

40

50

60

70

80

76

41

% TV of Total Advertising Spend

Disproportionately high relative to the region...

Source: Do Kim Dung, Deputy Chair of the Vietnam Advertisement Association, quoted in ASEAN-Business-News.com

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So TV advertising spend must really be worth it, right?

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In theory, TV certainly has some major advantages...

Huge reachEngagement “Showcase” platform

Undoubtedly, billions of dollars of sales have been triggered by TV advertising.

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Are any of you planning a TV campaign for Tết 2014?

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How many new TVCs were launched in Jan ‘13 before Tết?

1-10

11-20

21-30

31-40

41-50

51-60

61-70

70+

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01-13 30s

01-13 All

12-12 30s

12-12 All

0 50 100 150 200 250

72

216

90

237

New TVCs in Dec ‘12 & Jan ‘13

Series 1

Pre-Tết 2013 communication exposure was big!

Note: “30s”=30 seconds (standard format in Vietnam); “All”= 5, 10, 15, and >30 second formats/variations.

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13

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So how does this appear for the consumer?

All 30 Second

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Or more realistically...

All

...can you find your “Solid Yellow” TVC?

30 Second

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The big issue with TV advertising is the “clutter”!

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Many TVCs don’t even effectively advertise the brand......they only advertise the category

Example: http://www.youtube.com/watch?v=CL-irMyFalY

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The Dove Men TVC is actually very, very good. But it works because it makes fun of other shampoo TVCs. Many shampoo TVCs have the “flowing hair”. It is a “cliché”. The brands in such cliché TVCs are almost interchangeable – the brand has

no connection with the story. People only remember “shampoo” and not Brand X.

This benefits the Market Leader

But means your Ad Spend has been wasted

People only remember the category & not the brand...

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2/3Advertise the

category

We have tested over 350 TVCs with

$429,000,000 wasted TVC spend in Vietnam?

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TVC can be viewed at: http://youtu.be/B0MjwrDr2fo

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TVC can be viewed at: http://youtu.be/UcAp5A_HCFY

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What’s your feeling?

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Which TVCs are making the most impact?

Jumping around – viewer can’t focus on anything! Voice over – this is a TVC not a radio ad! Trying to appear youthful – but not really conveying anything Unlikely to be remembered – just generic

Clear story Amusing Engaging Point well made – positive impression of brand

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An effective TVC is all about making anemotional connection...

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And this is now possible to measure with

happiness surprise fear anger disgust sadness

Show the TV ad Watch the viewer Decode micro movements

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Let’s look at this again – but with EMOTION!

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Let’s look at this again – but with EMOTION!

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Happiness Anger/Irritation

10%

“Happiness” peaks at about 10% - a very low score! “Anger/Irritation” amongst Men (blue line) peaks at over 40%! The G-Mobile TVC therefore is actually more irritating than it is good

40%

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For Vietnamobile, a real connection is made!

Happiness

“Happiness” peaks at 60% for women! It really connects with women.

But even amongst Men (Blue line) the score hits peaks of 20% - which is still much better than G-Mobile.

60%

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TVCs that are emotionally engaging “win” for you...

Cut Through – you get heard! (over 3000 TVCs in past 2 years!)

Memorable – stay in people’s minds long after campaign is over

Affinity – unlock the connection between your brand and purchasing

Brand Building – build the brand for longer term equity

Return On Involvement

yields

Return on Investment

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This is fact, not fiction!

“Marketing in the Era of Accountability” by Les Binet & Peter Field 880 TVCs assessed from past 20 years Institute of Practitioners in Advertising (IPA) http://www.thinkbox.tv/server/show/nav.874

“The most effective [profit & growth] campaigns are those that rely primarily on emotional rather than rational models.”

“Emotionally based campaigns are not only likely to produce very

large business effects but also produce more of them, outperforming rational campaigns on every single business measure.”

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Size of your media spend does have an impact. But for any given budget, it is the content that will give you the Return

On Investment.

Make sure you advertise your brand (and not just the category).

Make sure you are making an emotional connection.

$650 million is a lot of money.

Spend it wisely!!!

Advertising on TV can have powerful effects...

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If you work in Marketing, on Monday: Review your past/planned TVCs. Why do you think your TVC will stand out from the clutter? Why do you think your TVC is going to make a connection? If you think you might have a problem: joewheller@cimigo.com

Action Points:

If you work in Finance/Procurement/Cost-Control then on Monday, ask your Marketing Team:

Why do you think your TVC will stand out from the clutter? Why do you think your TVC is going to make a connection? Why do you think your TVC will deliver ROI? If you think you might have a problem: joewheller@cimigo.com

Cimigo for Brand ValueAnd for stronger consumer engagement & intelligence.

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vietnam@cimigo.com

@cimigovietnam

www.facebook.com/cimigovietnam

www.linkedin.com/company/cimigo

We look forward totalking with you.

cimigo.comThe Voice of the Customer