an introduction to channel strategy

CHANNEL STRATEGY INTRO:Planning for synergy &EFFECTIVENESS.

*

*UTC time v. International Atomic Time

+

Droga, who is the most awarded creative at Cannes Lions to date, noted that when he

started his career, distribution was built into the idea. You put out an ad on TV and you didn't have to worry about eyeballs. Now, however, the

media landscape is fragmented and there are ‘whole industries making technology to avoid the outputs of our industry’. Rather than that being something to lament, however, it’s actually good for advertising – forcing us to think of

ways that will genuinely engage communities of people.Facebook: Creativity at Scale (Cannes 2013)

'I don't think anybody in the marketing business owns 360-degree communications planning.I don't think media agencies own it yet. I don't think anybody else owns it either. It'll be different client by client, need by need, and skill-set by skill-set. The 360-degree strategic role could be played by any number of people.'

Media agencies

Especially when influenced by “what’s in the warehouse.”

don’t completely own these ways, yet.

“Media is theconnective tissue

of society.”Clay Shirky ‘Cognitive Surplus’

Now MEC

CONTEXT COMMUNICATES. SOMETIMES CHANNELS ARE THE IDEA.

A great idea can take an ordinary channel & make it extraordinary.

They can tell the story...

embody the story...

...become the story.

“It is simply not possible to take anyadvertising idea to a practical stage

without making some hypothesis about a suitable medium.”

“Inter-media selection is an integralpart of the process.”

Stephen King, 1974

CHANNEL PLANNING WAS BAKEDINTO THE HEART OF THE ORIGINALPLANNING PROCESSES.

BUT IT CAN HAPPEN BEFORE OR AFTER THE BIG IDEA.

BASED ON UNDERSTANDING PEOPLE& THEIR (LACK OF A) RELATIONSHIP WITH BRANDS.

MOST PEOPLE AREN’T

DEVOTED TO BRANDS.

FANS MATTER LESS THAN WE’D LIKE TO THINK.

BRANDS DON’T GET

DISPROPORTIONATE LOYALTY.

BE INTERESTING.BE MEMORABLE.

SCALE IT.SUSTAIN IT.

“INDIFFERENCE DEMANDS THE EXTRAORDINARY”.

Source: The liberation of magic: How marketing science opens up creative opportunities. Martin WeigelHow Brands Grow. Byron Sharp

PastWorldView

NewWorldView

Attitudes drives

behaviour

Behaviourdrives

attitude

Brandloyals

Loyalswitchers

Brandswitchers

Loyalswitchers

Deeplycommitted

buyers

Uncaringcognitive

misers

Involvement

Heuristics

Rational,involvedviewers

Emotional,distracted

viewers

Martin Weigelparaphasing Ehrenberg, Sharp et al.

Jim Carroll, BBH

CREATIVITY’S ROLE IS TO CREATE INTERESTING BIG EFFECTS.

CHANNEL PLANNING MUST ENSURE ITS IMPACT.

“We can talk all we want about the personal, psychological, social and cultural role of brands, but what the data teaches us

is that the real audience for our efforts consists of people who don't know our brand very well (or at all), aren't devoted

to our brand, or don't purchase it at all. They will have few memories and associations for us to build upon, they aren't very likely to notice our advertising, nor are they likely to think of our brand in buying and consumption situations.”

“Surely we can turn apathy, ennui and boredom into a positive force, a force for good. Would not an honest

acceptance of the diminished role a brand or category plays in consumers' lives encourage us to think harder about

utility, experience and reward?”

Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel

APPROACHES.

TRENDS.EFFECTIVENESS v RECEIVED WISDOM.

DIGITASLBi STRATEGY ACADEMY CHANNEL STRATEGY INTRO.

APPROACHES.ULTIMATELY ABOUT ASKING QUESTIONS:

How does our audience engage with media as well as where?

Are there behaviours we can be part of positively?

Which audience is most available and most effective for our brand?

APPROACHES.START WITH THE CONSUMER JOURNEY:

BRAND

APPROACHES.THEN SELECT CHANNELS, DEFINE ROLES & PRINCIPLES:

“What can digital do for the brand & consumers that nothing else can? A connection enabled by technology but underpinned

by earning the right to engage people in their space.”

Accepts that it begins at a position of disadvantage

Is mindful of the human disposition to disregard it

Maps to actual, not potential, human behaviours

Reaches the majority who make or break a brand

Rewards and entertains people to the nth degree

Asks and expects as little back from people as possible

e.g.DEFINE THE ROLE OF DIGITAL.

REALISM SCALE GENEROSITY

PUTTING IT INTO PRACTICE:See Consumer Journey & Experience Mapping Session

CONSUMERJOURNEY “on ramps” & “off ramps”

USAGE/CONDITION

CONSUMERDECISION

JOURNEYPATH TOPURCHASE

TIME OF DAY/WEEK/SEASON

Channel(s)

Channel Role(s)

Key Justification(Supporting data:

Reach & coverage,audience behaviour)

Principles(how our creative will

work in these channels)

Measurement(KPIs & Sources)

FOR THE KEY TASKS:

SOME TRADITIONAL WAYS TO SELECT

POSSIBLE CHANNELS:

CHANNEL PROFILING.

RECEPTIVITY.CHANNEL NEEDS.

CHANNEL PROFILING.EVALUATE THE UTILITY OF CHANNELS IN THE

CONTEXT OF THE TASKS.

Use experience, secondary sources & heuristics to map channels to tasks based on their capabilities & limitations.

PAID.OWNED.EARNED.

NAKED & OTHER PROPRIETARY METHODS.

PAIDA catalyst of

original content and audience exposure.

OWNEDBrand domain

platforms for longer and deeper relationships.

EARNEDA transparent space for conversation, advocacy

and word of mouth.

Owned, Paid & EarnedOwned, Paid & Earned

Media Type Definition Examples Benefits Challenges

Owned Channel a brand controls

Customer magazine, website,

mobile site, blog

Control, cost-efficiency, longevity, versatility, niche

audiences

No guarantees, company communication less

trusted, takes time to scale

Paid Brand pays to use a channel

Display ads, paid search, sponsorship

In-demand, immediacy, scale, control

Clutter, declining response rates, challenges to

credibility

EarnedCustomers become the

channel

Word of mouth (however carried)

Most credible, plays a role in most sales, transparent and

enduring

No control, can be negative, scale, hard to

measure

CHANNEL PROFILING

CO-OPTEDEngagement platforms adopted by brands for their utility & audience.

PAIDA catalyst of

original content and audience exposure.

OWNEDBrand domain

platforms for longer and deeper relationships.

EARNEDA transparent space for conversation, advocacy

and word of mouth.

EMBASSIESFacebook, Twitter,

YouTube etc.

OUTPOSTSForums, Blogs, comments etc.

Channel distinctions are not as clear as some agendas suggest.

Payment modelsare less importantthan peoples’BEHAVIOUR& knowing the appropriate behaviour in each channel.

GOOGLE

is what you’re looking for when no one is looking; how to’s and entertainment related searches

trend quickly. It is about the language of intent or need.

FACEBOOK is a public space; it’s what you

want your friends to know about (politics, humor, social causes, cool

stuff, charity). It is about sharing and showing who you are.

TWITTERis content that you’re proud of;

more top-down, since its influences include a culturally savvy audience, celebrities,

techies, or perhaps people trying to be funny. It is about showing off

and shouting out.

NOTICE

NOTICE = salience, visibility

THINK

THINK = rational persuasion

FEEL

FEEL = emotional involvement

DO

DO = action

NAKED CLASSIFICATION: TASKS & BEHAVIOUR.

Downloaded audio/CDs (Computer)Radio (TV set)

Recorded – not PVR (TV set)

Social networking (Mobile)

Games online (Computer)

Games offline (Computer)Video clips (Computer)

Calls (Landline)

Games (TV set)

DVDs (TV set)

Radio (Radio set)

Recorded – PVR (TV set)

IM (Computer)

Text/video messaging (Mobile)

Calls (Mobile)

Email (Computer)

Music/audio (Music centre)

Email (Mobile)

Scheduled TV (TV set)

Print media

Atte

ntio

n Pa

id (a

vera

ge s

core

)

Perceived importance (average score)

High attention, low importance

Low attention, low importance

High attention, high importance

Low attention, high importance

Source: OFCOM August 2011, All 15+, n=7,966

Attention and Importance

APPLICATION <<< LOWEST <<<< POTENTIAL >>>> HIGHEST >>>

Authority Outdoor Radio TV Newspapers Magazines

Beauty Radio Newspapers Outdoor TV Magazines

Entertainment Outdoor Magazines Newspapers Radio TV

Humour Outdoor Magazines Newspapers Radio TV

Information Outdoor Radio TV Magazines Newspapers

Intimacy Newspapers Outdoor TV Magazines Radio

Leadership Newspapers Outdoor Radio Magazines TV

News Outdoor Magazines Radio TV Newspapers

Prestige Outdoor Radio TV Newspapers Magazines

Quality Newspapers Radio Outdoor TV Magazines

Tradition Outdoor Newspapers TV Radio Magazines

Example matrix of the fit between the big 5 traditional media and various applications

Source: DDB Needham Worldwide

RECEPTIVITY.TemporalThe right time

PhysicalThe right place

EmotionalThe right mood

In what places, occasions or times would they be more open to finding out more about your product category? Where and when might people seek the benefit that your product offers?

CAN’T SLEEP DUE TO COUGHING DISRUPTION; FRUSTRATION; READING BOOK OR THE INTERNETCo

nsum

erNe

edst

ate COMMUTING,

EXHAUSTED & MISSING LOST

SLEEP; REACHING FOR A PICK ME UP

COMMUTING; THINKING

ABOUT BED

TRYING TO GET TO SLEEP;

KEEPING PARTNER AWAKE;

DISTURBING TV

AT WORK OR CARRYING OUT NORMAL ACTIVITIES;TIRED & DISRUPTED

PRODUCT USAGE IF PURCHASED; STIMULATE

DESIRE TO TRIAL NEXT DAY; VIRTUAL PRODUCT/EMPATHY

Beny

linOp

portu

nity PROMPT

PURCHASE; INTEGRATE INTO

JOURNEY

OFFER RESTFUL SLEEP TONIGHT

REMIND TO PURCHASE;

VIRTUAL PRODUCT/EMPATHY

DRIVE TO PHARMACY

Ensure saliency that lasts until the cough sufferer has the

potential to purchaseStra

tegy

“Own” the commute to work

in the cough category

“Own” the commute home

in the cough category

Ensure saliency that lasts until the

cough sufferer has the potential

to purchase

Drive to purchase and increase saliency in sufferers with the

promise of a restful night tonight

Only Benylin Mucus Cough aids

a restful sleepMes

sagi

ng Cough kept you awake? Get a

restful night’s sleep with Benylin Mucus

Night Liquid

Get a restful night’s sleep tonight with

Benylin Mucus Night Liquid –

pick some up at xxxxx

Relief at night by Benylin Mucus Night Liquid /

Disruption removed by

Benylin Mucus Night Liquid

Not feeling your best? Get a restful night’s sleep with

Benylin Mucus Night Liquid

- Interactivity ads that can aid restful sleep

- Contextual placements content that cough sufferers turn to when they can’t sleep- Reserve a bottle to pick-up

(Boots/DR/Dotter)?

Tact

ics

- Mobile ads - Digital Outdoor

- Coffee Receipts, Cups & Sleeves- PR task force- First daily use desktop sites

- Mobile ads - Digital Outdoor

- WEVE- TfL/Nat rail

disruption sites

- VOD/Skippables - “Own” skip ad

buttons or remove all pre-rolls

- Soothing relief interactive ads

- WEVE: Proximity SMS & MMS- Contextual targeted desktop

media in news & weather- Retarget desktop LATE NIGHT & PRIME visitors & VOD on mobile

CHANNEL NEEDS.Profiling each channel by the needs of its audience to ensure that your brand behaviour fits the context.

Tap into my emotions Help me relax

Don’t make me work too hardEntertain me

TV

Help me make the most of myself

Always to hand

Keep me on top of my life

Help me fit in

Bored in QueueMust know me perfectly

Smartphone

APPROACHES.



MORE CHANNELS,MORE EFFECTIVENESS?REACH OR ENGAGEMENT?

SHARE OF VOICE & LEVEL OF A RESPONSE?

EFFECTIVENESS v RECEIVED WISDOM.

AVAILABLE MEDIA HAS BECOME FRAGMENTED:MORE PLACES, MORE MESSAGES.

The Communications Market 2016 – Ofcom

and the majority of our daily media interactions were screen basedBY 2014 THE JOKE HAD BECOME A REALITY

First screen, second screen, multi-screen....everything’s changed?

of all media interactions are

screen based

Laptop/PC Tablet TelevisionSmartphone

90%

On average we spend

4.4 hours of our leisure time in

front of screens each dayof all media

interactions

are non-screen

based

Newspaper MagazineRadio

Base: Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same

time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.

10%

MORE CHANNELS,MORE EFFECTIVENESS?

0

1

2

3

4

5

6

1980s 1990s 2000s

Effectiveness success rate

Accountability success rate

Average SOM gain per 10% excess SOV

58%

81%

1.2%

65%

71%

2.4%

Single-channel campaigns

Multi-channel campaigns

Average number of media used per campaign

Source: Marketing in the Era of Accountability, IPA dataMINE

EFFECTS CAN VARY.ANTERGY

1+1=1.5SUMMATIVE

1+1=2SYNERGY

1+1=3

CHANNEL PLANNING FOR SYNERGY:BUILD CUMULATIVE REACH MORE EFFECTIVELY

BROADEN TIMING & CONTEXT OF TOUCHPOINTS

ENHANCED REPETITION NOT JUST ADDING FREQUENCY

BUILD SALIENCY INTO THE CAMPAIGNSource: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute

Brand Aud

ience

Total Audience

Online

TV

Social

Outdoor

Brand Aud

ience

Total Audience

Online

TV

Social

Outdoor

GREATEST SALES EFFECT IS BETWEEN ZERO & ONE EXPOSURE.LOWER THE CHANNEL OVERLAP, GREATER THE POTENTIAL FOR SYNERGY.

More effective multi-platform mix of achieving reach: Covers most of the brand audience with some overlap between media

Less effective multi-platform mix of achieving reach: Large gaps in the brand

audience and lots of overlap between media

Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute

BUILD CUMULATIVE REACH MORE EFFECTIVELY:

BROADEN TIMING & CONTEXT OF TOUCHPOINTS:Advertising has a higher impact the closer the exposure is to purchase.

People gravitate to the best available screen.Channels should enhance receptivity around varied purchase consideration points.

0%

5%

10%

15%

20%

25%

30%

More than a year before

7-12 months before

4-6 months before

2-3 months before

A month before

3 weeks before

2 weeks before

A week before

4-6 days before

2-3 days before

One day before

9-12 hours before

5-8 hours before

3-4 hours before

1-2 hours before

Within the hour of my purchase

A few moments before I

purchased

Restaurant Voters Travel Automotive OTC Health Tech CPG Personal Care CPG Grocery Investment Banking Credit Card Insurance

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000

www.google.com/think/insights

Decision making importance by time & category

ENHANCED REPETITION NOT JUST ADDING FREQUENCY:Advertising is a weak force, nudging buyers to purchase as part of a repertoire. Continuous need for brand maintence not occasional “Damascene conversions”.But close repetition of similar stimuli in the same media is often excess frequency.

VARY MEDIA & CONTEXT.

STIMULATE FORWARD ENCODING:An ad in first medium improves

performance of ad in second medium by being seen as two novel, separate

rather than repetitive exposures.

“INVEST IN CREATIVITY OVER THE LONG TERM.”

SPACE OUTEXPOSURES.

SPACING EFFECT:Longer intervals between exposures

result in better learning and up to 20% improvement in memory.

Multi-platform enables spreading out.

Sources: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass InstituteThe liberation of magic: How marketing science opens up creative opportunities. Martin Weigel

Voorveld et al 2010. Long-term memory encoding 30-40% higher with online exposure post TV (Brennan 2011)

BUILD SALIENCY INTO THE CAMPAIGN:Salience is the quantity & quality (how fresh & relevant) of brand information in memory.Salience is the “size” of a brand in people’s minds, more influenctial than difference.The bigger the brand, the more likely it will be recalled early & purchased.

REFLECT HOW PEOPLE (DON’T) THINK ABOUT BRANDS.

WIDER SCOPE FOR MULTIPLE MESSAGES, ASSOCIATIONS & SENSORY IMPACT.COMBINE EMOTIONAL PRIMING FOR LONGER-TERM BRAND BUILDING &RATIONAL MESSAGING FOR SHORT-TERM ACTIVATION.

>SYSTEM 1:Quick, Emotional & Instinctive.

Longer-term effects.External paced media.TV, VOD, OUTDOOR.

SYSTEM 2:Slow, Rational & Effortful.

Immediate behaviour effects.Self-paced media.

DIGITAL, DIRECT, PRINT.

REACH OR ENGAGEMENT?Typical buying concentration in market (NBD-Dirichlet)

Non(Own brand,

Competitor, not in market)

Light Medium Heavy

Source: Ehrenberg-Bass Institute

20% of Customers hold 40% of brand image associations.

REACH OR ENGAGEMENT?Typical buying concentration among people engaging with brands

e.g. on FB Page or CRM Prog (reverse NBD-Dirichlet)

Non(Own brand,


Light Medium Heavy


REACH OR ENGAGEMENT? BOTH.

BUTTO GROW BRANDS OUR CHANNEL PLAN MUST REACH THESE PEOPLE FIRST.


Typical buying concentration in market (NBD-Dirichlet)

Non(Own brand,


Light Medium Heavy

THIS IS WHY DESPITE MORE CHANNELS & MORE TECHNOLOGIES TV HAS BECOME CHEAPER & MORE EFFECTIVE.

HIGHER REACH & PURCHASE DECISION MAKING ROOTED IN SYSTEM 1, EMOTIONAL THINKING.

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

0

2

4

6

8

10Average SOM gain (%) per 10% points

excess SOV Average increase in market share by value

(points gained)

Campaigns using TV

Campaigns not using TV

1980s 1990s 2000s

Source: Marketing in the Era of Accountability, IPA dataMINE

BEFORE PLANNING FOR ENGAGEMENT.

THINKCOVERAGE & COMPOSITION.

PLAN FOR +1 REACH.

COVERAGE & COMPOSITION.

COVERAGE. COMPOSITION.

Uses basic data on media habits to providean understanding of the overlap betweenyour target and each channel.

Can I reach my target in sufficient numbers?

The % of an advertiser’s target that is within the

medium’s audience.

Can I reach my target efficiently with this channel?

The % of a medium’s audience that is within the

advertiser’s target.

The Lonely Planet website might offer a high composition but a low coverage for an advertiser of holidays for independent travellers.

Perhaps 70% of the Lonely Planet website audience will be interested in what the advertiser offers but only 5% of Independent Travellers are regular visitors of the Lonely Planet website.

By contrast The Guardian may be able to offer high coverage but with high wastage due to low composition.


HighLow

Co

mp

osi

tio

n

A hypothetical example for an advertiser of holidays for independent travellers.

The Guardian

Coverage

Low

Hig

h

Lonely Planet

Demogs, attitudes and behaviors

JustDemographics

General media TGIIPA TOUCHPOINTS

GlobalWebIndexIDIOM

Mintel

DigitalComScore TNS

ForrestereMarketer

Target analysis

Me

dia

Fo

cus

COVERAGE & COMPOSITION.Tools to consider...


See guide in sources & reading list folder! in our Box Folder!

BUT COVERAGE & COMPOSITIONISN’T THE ONLY CURRENCY.

BUT ENOUGH ATL TV MEDIA BUYING....

+1

EFFECTIVEFREQUENCY

BUILD

AD MEMORY

DECAY

RECENCY PERIOD

SA

LES

REPEAT USAGEDECAY

LONG TERMCONVERSION

EFFECTIVE FREQUENCY.The number of messages that

need to be delivered to generate a consumer response

The number of messages required within a specific time span before purchase decision

RECENCY FREQUENCY.

The time-span in days that the recency frequency is

required within

RECENCY PERIOD.

A measure of the monthly percentage rate at which the

target audience forgets commercial impacts

MEMORY DECAY.

85% 1+ @ 6 OTS; 61% 3+

ENGAGEMENT & PARTICIPATION ARE STILL IMPORTANT.WE NEED TO BE SMARTER WITH AN EYE TO SCALE.

Irrit ationBrands can ma ke things easier

Hay FeverBenadryl Social Pollen Count

FunBrands ma ke things mo re fun

DrinksSmirnoff Nightlife Exchange

negative moti vation positi ve moti vation

low

invo

lvem

ent

high

inv

olve

men

t Frust rationBrand can ma ke things simpler

Diarrhoea!

Aspi rationBrands can inspi re

SportsNike+

My Rhythm

Source: ingmar de lange / mountview

UTILITY & SERVICE DESIGN TO CHANGE THE BEHAVIOUR OF A TIGHTLY

TARGETED GROUP.

PLAN TO ENSURE ENGAGEMENT OR PARTICIPATION IMPACTS THE LESS INTERESTED MAINSTREAMVIA THE CREATIVE CONTENT OR CHANNEL PLAN THAT FEEDS & SURROUNDS IT.

MASS? MASSEXPOSURE?

Easy, relevant & brand related. A significant number of people will get

involved & complete the process/action. Every interaction has a direct business

effect on the person interacting.

Fewer participants but what they produce or achieve is of greater public interest & spreads. Their participation &

interactions have a direct business effect on people exposed to their outputs.

Source: Nick Emmel

IS IT ENOUGH?

TO IMPACT:COMMERCIALS?ATTITUDES?BEHAVIOUR?

SHARE OF VOICE & LEVEL OF A RESPONSE?

When Share of Voice exceeds Share of Market a brand tends to grow

The smaller the brand, the greater the “excess” SOV needs to be to succeed

Paul Feldwick: “When VW changed its policy from spending below market share to spending above market share it doubled its share of the market in a few years.”

Will our channels achieve Equilibrium SOV?

Source: Marketing in the Era of Accountability

SOV alone is not enough. Using the right creative content as well as SOV is critical to drive returns.

ESOV matters. Excess SOV delivers growth. On average, 0.5% share points for 10 point ESOV – but the rule works in reverse also, so beware of disinvestment.

Brand size matters. Market leaders drive greater returns from SOV than challengers.

Newness delivers higher gains. Launches/younger categories respond at a higher level.

Short-termism is dangerous. Correct level of SOV + quality campaign = stronger brand.

FIVE POINTS TO REMEMBER:

Source: Why Share of Voice Matters

1.

2.

3.

4.

5.

ESOV THEORY ≠ NEED TO SPEND MORE.Where do your competitors focus their

activity? Is there an opportunity to influence the consumer at a different stage?

BUT YOU DO NEED TO SPEND ENOUGH TO ACHIEVE THE RIGHT LEVEL OF RESPONSE (& KPIs*).

*are they realistic?

HARD METRICS.

SOFT METRICS.

Market Share.BHM Relevance & Consideration.

BHM Performance Advantage.BHM Emotional Connection.

Increased Purchase Frequency.Increased Spend per Trip.

Increased Repeat Purchase.

Unique visits. Downloads.

Registrations. Product/WTB Pages viewed.

Leads generated. Video Views.

Content Shares.

ViewsDigital GRP

Uniques/audience compAwareness LiftAd recall Lift

View-through timeWatch time

Favourability LiftConsideration LiftBrand Interest Lift

X-device conversionSearch interest

Sign-upsCalls

Purchase Intent Lift

Spend per BuyerVolume per Buyer Spend per VisitVolume per TripAverage Price

Net Promoter ScoreRepeat RateLoyalty Value

Loyalty VolumeTemkin Score

Did we reach the right people in the

right numbers?

Did we improve image & change

attitudes?

Did we cause an action?

Did we convert easily &

delightfully?

Did we deliver a

great experience?

Reach Resonance ReactPost-SaleSale

THE DIGITAL CHALLENGE.Or “What gets easily measured gets too much attention”. Brand building in a digital world is about more than measures like “Engagement” or CTR.

Website Conversion Funnel

0000 | 0.00%

XX%

TOTAL WEBSITE TRAFFIC Exit to:

TOTAL VISTORS0000000

UNIQUE VISITORS0000000

Unresolved clicks0000 | 0.00%Bounce

REACH/IMP/OTS CTR0000000 0.00%

CLICKS/TRAFFIC0000000

DISPLAY



MET OFFICE



SOCIAL PR



SEARCH



TRAFFIC SOURCE NAME



TRAFFIC SOURCE NAME

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XX%

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Rest of Benadry.co.uk0000 | 0.00%Desktop Bounce

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TOTAL MOBILE TRAFFIC Exit to:



Rest of m.Benadry.co.uk0000 | 0.00%Mobile Bounce

Device detection: Desktop Device detection: Mobile

0000 | 0.00%

XX%

SOCIAL POLLEN COUNT Exit to:



Rest of Benadry.co.uk0000 | 0.00%Exit site

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SOCIAL POLLEN COUNT LANDING PAGE Exit to:



App Store0000 | 0.00%Google Play

0000 | 0.00%Exit site 0000 | 0.00%Rest of m.Benadry.co.uk

0000 | 0.00%

WHERE TO BUY Exit to:



Retailer website

Exit site 0000 | 0.00%0000 | 0.00%Rest of Benadry.co.uk

0000 | 0.00%

WHERE TO BUY MOBILE Exit to:



Retailer website

Exit site 0000 | 0.00%0000 | 0.00%Rest of m.Benadry.co.uk

1.0

2.0

3.0

4.0

5.0

6.0

7.0

App Store 0000 | 0.00%0000 | 0.00%Google Play

MODEL THE JOURNEY & FUNNELS...

CTR0.00%

Native App Conversion Funnel

XX%

CLICK TO ADD HOTSPOT Exit to:

TOTAL USERS0000000

UNIQUE USERS0000000

0000 | 0.00%Close AppAbandon process 0000 | 0.00%

XX%

SELECT LOCATION Exit to:

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XX%

SELECT SEVERITY Exit to:

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CLICK SUBMIT Exit to:

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0000 | 0.00%Close App

2.0

0000 | 0.00%Retailer website

0000 | 0.00%Close App

0000 | 0.00%Close App

0000 | 0.00%Close App

0000 | 0.00%Close App



CPC/CPD DISPLAY

RANK CTR1 0.00%


APP STORE LISTING



WEBSITE REFERRAL



PR/SOCIAL REFERRAL



SEARCH

REACH/IMP/OTS0000000


TRAFFIC SOURCE NAME

0000 | 0.00%

XX%

DOWNLOAD Exit to:

TOTAL DOWNLOADS

0000000

Do not download

Unknown

APP STORE (CANNOT BE MEASURED) Exit to:

TOTAL VISTORSUnknown

UNIQUE VISITORSUnknown

Unresolved clicksBounce

XX%

OPEN APP Exit to:

TOTAL USERS0000000

UNIQUE USERS0000000

0000 | 0.00%Never open

0000 | 0.00%Retailer website

0000 | 0.00%

XX%

TOTAL TRAFFIC FROM MOBILE MEDIA Exit to:

TOTAL CLICKS0000000

UNIQUE CLICKS0000000

Unresolved clicks0000 | 0.00%Bounce

3.0

4.0

5.0

1.0

CTR0.00%

2.0

Native App Measures & KPIs

% Conversion from traffic to downloads# Downloads

3.0 # Activations% downloads to activation# Users who open 1, 2, 3, 4, 5+ times overall/monthly/weeklyMost popular areasDwell TimeApp retentionShares to FacebookShares to Twitter# Alarms set

4.0 % Successfully added hotspots# Hotspots addedTotal users who add hotspotUnique users who add a hotspotRepeat users who add a hotspot

Total Visits to Where to BuyUnique Visits to Where to buyExit by retailer type

5.0

1.0 # Number of ratings and reviewsStar rating

...MEANS A BIG NUMBER HERE.

CAN OUR CHANNEL PLAN DELIVER THE RIGHT QUANTITY & QUALITY?

A BIG NUMBER

HERE...

Channel Strategy isTHE ART OF SACRIFICE.What can we do well?What can we afford to do well?

THINK: FEWER, BIGGER, BETTER, LONGER.

APPROACHES.



REAL-TIME PLANNING & BUYING.

INSTINCT &AUTOMATION.

Responding to culture & consumers looking for “super-fast opportunities to create super-current, super-topical

content that millions of people can immediately share”.

Real-time bidding (RTB) emerged at the intersection of data liquidity and inventory liquidity. Real-time bidding

helps media buyers find audiences at scale. This drives performance ensuring an ad is seen by the

audience most likely to respond.

FAST PLANNING. DATA PLANNING.

Publisher

Sponsorship

Private Marketplace

Exchange

Publisher Inventory Waterfall

Ord

er of P

riority

Advertiser A

100% of all Imps Guaranteed - Flat

Rate for Fixed Time

Advertiser A

Advertiser B

Advertiser C

Guaranteed Impressions & Spend within a specified

time window. Pub ad server determines which Advertiser to call

Ad NetworkAd NetworkAdvertiser A

SSP Waterfall

AdEx

Rubicon

OpenX

Pubmatic

Auction

DBM

Turn

MediaMath

DSPs Real Time Bidding (RTB)

DSP Internal Auction

Advertiser A

Advertiser B

Advertiser C

Advertiser AMax Bid $10

Advertiser B

Advertiser A

Max Bid $5

Max Bid $10



Preferred AccessDeal

IDDeal ID

Guaranteed

Programmatic GuaranteedDSPAdvertiser A

First Look

DSPAdvertiser C Deal ID

Deal ID

PMP Tiers

SSP

Invite Only

DSP

DSP

Advertiser A

Advertiser B Deal ID

Deal ID

Deal ID

Deal ID

Planning Tool DMP

PROGRAMMATIC BUYING.

See Programmatic Sessions

REAL DATA DRIVEN SEGMENTATION & IDIOM.

Browser

Job function

Value segment

Travelin market

Video usage

Content usage

Marital status Age

Credit card holding

CPG Food & Beverage

Productsin market

Time on site

Location

Individual & theirJob to be Done

See Session

BRANDED ENTERTAINMENT& NATIVE ADVERTISING.Branded Entertainment essentially piggybacks on an entertainment property or story to marry the audience to it’s own mythology

Four Forms:

Product Placement

Brand Integration

Brand Sponsorship

Branded Content Creation

NATIVE CONTENT:bluring the ethical lines between news, advertorial and advertising

PROPAGATION PLANNING.

“Plan not for the people you reach,

but the people that they reach.”

MAP THE NETWORKS WITH DATA & IDIOM.

(still valid - and still inspired by the late Griffin Farley)

Doe

s it sti

mulate a physical response?*

Will sharing it let people...

Does it seem new and does it seem to be becoming popular?

THE IDEAor

THE ASSET

GOOSE-BUMPS

ExpressThemselves

FuelA

Passion

Get People to Respond

HelpOther

PeopleIt stands a chance.

It stands a chance.

MakeLife

Easier

StrengthenBonds

DefineGroupIdentity

Gain Status

BLUSHES

TEARS

A-HA!

AROUSAL

FROWN

SHOUT

RAISED EYEBROWS

SMILE

LAUGHTER

Good Enough to Share? Fighting it out from the marketing web to the real internet.

*Not an exhaustive list. Rate the level of response on a scale of 1-10, anything less than 7 is a “meh” and the idea needs to be much stronger.Sources: Henry Jenkins, Convergence Culture Consortium MIT,

Daren C. Brabham, Unruly, and Facebook

MOBILE = PEOPLE.MOBILE ≠ DEVICES.

PERSONAL.CONTEXTUAL.

IMMEDIATE.

“People don’t want less of an experience on mobile. They just don’t want a brand picture of a woman

smiling at salad.”

APPROACHES.




BASICS OVERNOW BREAK THE RULES.

SOURCES & READING LIST:How Brands GrowByron Sharp

Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the SecondJenni Romaniuk, Virginia Beal, and Mark Uncles

Channel planning: Effectiveness lies in channel integrationTim Broadbent

Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROIBill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal and Nina Lerner

In search of digital ROI: Best practices for including digital data in marketing mix modelingEric Schmidt

Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media AdvertisingJennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad

The New Multi-screen World: Understanding Cross-platform Consumer BehaviorGoogle

Planning for synergy: Harnessing the power of multi-platform mediaEhrenberg-Bass Institute, 2012

The Multi-Screen Marketerconducted on behalf of the Interactive Advertising Bureau (IAB)

Why share of voice mattersRobert Whiteford, Nikki Clarke and Peter Field

Unravelling the Gordian knot of brand contactFrank Harrison

Media Strategy in the Era of Accountability (Plus the rest of the Era of Accountability study)Les Binet and Peter Field

Short Term sales, Long term profit: How to get the balance rightLes Binet and Peter Field

The liberation of magic: How marketing science opens up creative opportunityMartin Weigel

Plus others all in our Box Folder