building brands online - iab australia€¦ · on brand metrics than other online formats australia...

Building Brands Online M A R K H E N N I N G – D I R E C T O R M E D I A & D I G I T A L S O L U T I O N S

Millward Brown are pioneers of evaluating brand impact of digital advertising

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MILLWARD

BROWN Brand experts for over 35 years

DYNAMIC

LOGIC Digital & media

experts for 12+ years

MarketNorms® Brand & Media

Experts

Research

Quality

How To: Building Brands Online

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1 Setting the Right Objectives

2

Best Practice for Brand Effect Online

3 Maximising the Role of Online in a Multimedia Campaign


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Online: the most measurable medium

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Clicks Click Thru Rate

CPM

CPC

Interactions

Unique Browsers

Engagement

Likes Fans

Views

Downloads View Throughs

View Throughs

Unique Users

Impressions

Cost per Engagement

Video Completion Rate

We have lots of metrics, but none of them measure brand effect

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BRANDING

It is possible to measure online brand impact

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0

1

2

3

4

5

6

7

8

Aided BrandAwareness

Online AdAwareness

MessageAssociation

BrandFavourability

Purchase Intent

Change in Key Brand Measures Due to Campaign Exposure

% D

elta

Con

trol

vs

Exp

osed

And benchmark against relevant norms

8

0

1

2

3

4

5

6

7

8


Online AdAwareness

MessageAssociation

BrandFavourability

Purchase Intent

Change in Key Brand Measures Campaign vs Millward Brown Industry Norm

Campaign Impact Millward Brown Industry MarketNorm

% D

elta

Con

trol

vs

Exp

osed

A ll Australian campaigns through May 2013 – n =106+ Campaigns

But should we be aiming for just average?

There is large variation in performance of online brand campaigns – we should be aiming to significantly outperform the average

Millward Brown Australian Campaign MarketNorms

6.9

13.4

5.7 7.5

1.8

5.1

1.3 1.8

-1.6 -0.6

-3.1 -2.8

Best (top 20%) Average Worst (bottom 20%)

% d

iffer

ence

Exp

osed

vs

Con

trol

Brand Favourability Purchase Intent Online Ad Awareness Aided Brand Awareness


And KPI Objectives should be adjusted by industry

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0

1

2

3

4

5

6

7


Online AdAwareness

Brand Favourability Purchase Intent

Key Brand Measure Millward Brown Industry Norms

Automotive FMCG Fin Services Technology

% D

elta

Con

trol

vs

Exp

osed


So, what are we recommending?

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1. Be aware of how you are measuring your digital campaigns

2. Understand your goals and set relevant objectives

3. Test and learn 1. Know what is a good result and what isn’t (Benchmarks/MarketNorms)

2. Dig deeper than just topline numbers - it is not just about a one number report card. In

every campaign there will be things that worked well and thing that didn’t

4. Use what you learn and apply to all your campaigns


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2


The advertising challenge is consistent across online and offline media

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branded engagement:

Will the ad connect with the

consumer in a branded fashion?

motivation:

Do the brand associations make it more

desirable at key decision moments?

But online, we need to achieve this in LESS THAN THREE SECONDS

The brand name should always be highly visible throughout the creative

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✗

Consistent brand presence is critical for raising awareness in the online environment

Source: MarketNorms, Full Dataset Q2/12; 0% Logo Pres. N= 217 campaigns, n= 244,360 respondents; Partial Logo Pres . N= 2,268 campaigns, n= 2,701,813 respondents; 100% Logo Pres. N= 4,519

campaigns, n=5,369,946 respondents 15

1.7

3.7

2.2

4.0

2.4

4.7

Aided Brand Awareness Online Ad Awareness

Per

cen

t Im

pac

ted

0% Logo Presence 50% Logo Presence

100% Logo Presence

Pe rce nt Impacted = Exposed - Control

Keep the messaging simple, clear and direct Each frame of the ad should be able to stand alone

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✗

Don’t make your viewers work to see your message

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✗

3.6

2.7

1.2

2.4

0.9

0.3

2.0

1.4 1.1

Aided Brand Awareness Brand Favorability Purchase Intent

Video Rich Media Std Flash

In Australia, we see that Video has a stronger impact on brand metrics than other online formats

A u stralia AdIndex Da tabase October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = ca mpaigns; Grey Italics on charts indicate values are not statistically significant

Online Video outperforms other online ad formats in building Aided Brand Awareness, generating Brand Favourability and Purchase Intent

% d

iffer

ence

Exp

osed

vs

Con

trol

2.7 2.7

1.3

1.9

1.0

-0.4

1.1 1.0 1.0

Aided Brand Awareness Brand Favorability Purchase Intent

Video Rich Media Flash

And online video impact only requires low frequency %

diff

eren

ce E

xpos

ed v

s C

ontr

ol

AD FORMAT – FREQUENCY OF 1-2

A u stralia AdIndex Da tabase October 2012 : Video Freq 1 -2 = 12 campaigns ; Rich Media Freq 1 -2 = 19 campaigns ; Flash Freq 1 -2 = ca mpaigns Grey Italics on charts indicate values are not statistically significant

-1.0

-0.5

0.0

0.5

1.0

1.5

2.0

2.5

1-3 4-9 10-14 15+

Standard Flash Video

However, high frequencies for online video can be negative

*Sou rce: MarketNorms database to Q2 2012 20

Managing frequency across publishers/networks is critical

AV

ER

AG

E %

IMP

AC

TE

D –

PU

RC

HA

SE

INT

EN

T

FREQUENCY

Consider using video and standard flash to extend the life of your online campaign

Sou rce: Australian FMCG Campaign Case Study 2011 21

Video and Flash combined gave a better result in this FMCG campaign

aided brand awareness

message association

brand favourability

purchase intent

Display Video Video &Display

2.4

0.0

4.5

1.3

5.2

2.8

1.6

0.0

9.7

8.5

5.0

2.5

AV

ER

AG

E %

IMP

AC

TE

D


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But generally online is not used in isolation

• Quality Creative Plays a Big Role

• Video and High Impact Outperforms

• Manage your Frequencies

1 2

3 4


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2


3 Maximising the Role of Online in a Multimedia Campaign

Based on a range of Cross Media studies across the Asia Pacific Region, we see that TV still dominates for reach

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Reach by Medium (% of Total Sample exposed to the campaign through each channel)

30% 38% 36% 37%

30%

75%

Rea

ch

Source: Millward Brown AP CrossMedia Studies (Average of 22 campaigns)

NEWS

Newspapers Magazines Outdoor Online TV Radio

Difficult to add incremental reach when 80%+ of target are reached by TV

Online Video can add reach to TV campaigns……

Discreet Reach & Duplication for TV and Online Video

80% 27%

Target Audience: Total Reach 83%

TV

Online Pre-Roll Video

Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 18 campaigns) 25

But this varies significantly across campaigns

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Online Video can provide incremental significant incremental reach to a smaller TV campaign

80% 27%


TV

Online Video

80% 27%


TV

Online Video

Source: Millward Brown Australia CrossMedia Reach & Frequency Studies (Average of 15 campaigns)

Highest Overlap of Campaigns Measured Highest Incremental Reach of

Campaigns Measured

Importantly, Online Video Reach increases amongst lighter TV viewers

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Rea

ch %

Heavy TV

Viewer

Medium TV

Viewer Light TV

Viewer

No TV

Viewer


28

60

65

70

75

80

85

90

Less TARPs

+

1+ REACH CURVE – Target Audience

% 1+ Reach

TARPs

Campaign Reach

Fewer TARPs required to achieve Campaign reach when TV and Online Pre-Roll are used together

Resulting in more efficient reach for integrated campaigns

Online also impacts brand metrics within multimedia campaigns....

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TV Online

OOH

Brand Awareness Campaign messaging

TV

Print

Online

OOH


Proportion of Brand Impact Attributable to each Media Channel

Importantly punching above its spend weight for Purchase Intent and/or Consumption metrics

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Consumption

TV

Print

Online

OOH

Consideration

TV

Print

Online

OOH


Proportion of Brand Impact Attributable to each Media Channel

In Summary

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• If the objective is to build brand, then measure brand effect

• Manage your campaign creative quality, frequency and format

• Online is effective in multimedia campaigns especially to drive efficient reach and purchase intent

Building Brands Online M a r k H e n n i n g – D i r e c t o r m e d i a & D i g i t a l S o l u t i o n s

building brands online - iab australia€¦ · on brand metrics than other online formats australia...

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