changing channels with confidence - nigeria 2013
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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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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
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It’s all about optimisation...
65
43
13 11 94
TV
TaxiTV
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
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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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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: [email protected]: +27 21 442 3680