day2 1215 panel_better_together_tv+online_video

TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA

BETTER TOGETHER?

TV + ONLINE VIDEO

Chaired by Guy Phillipson, Chairman IAB Europe

PAU CASALS, 12.15pm – 13.15pm


A bit of background…


Pan Euro & TV and Online

Consumption


Mediascope Europe 2010

Pan-European ResultsMedia by Day Part

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The European Trade Association of the digital and interactive marketing

industry representing the National trade associations and Corporate members

MEDIASCOPE EUROPE 2010: EUROPEAN MEDIA USE

THROUGHOUT THE DAY

Q1b/2b. What times of the day do you typically…during week?

50%45%54%

84%

22%

39%

68%

73%

27%

71%

66%

25%

Watch TV Use the Internet via PC or laptop Use the internet via mobile or PDA

06:00 10:00to 10:00 17:30to 17:30 21:00to 21:00 06:00to

[Base: All Europeans across 15 markets covered using each type of media]


Headlines from Landmark

IAB/Thinkbox research


61% Online while watching TV

47

143

36

Don't Everyday

Second most popular

activity after eating

while watching TV!

WeeklyLess often


Autos Finance FMCG

Campaigns: Auto, Finance and Packaged goods


Headline Finding

When TV and Online ads were used together, the average uplift across all brand metrics for all tested categories was;



FOR ALL CATEGORIES ACROSS SOFTER METRICS

Significantly higher levels of agreement with brand metrics, amongst those who

have seen TV and online advertising

32

43

71

46

60

79

18

30

57

Finance category average Car category average FMCG category average

Seen TV only or Online only Seen Both Seen Neither TV nor Online

Base : 25-54 Responsible for insurance/credit cards (1,002)

% Agree ‘I feel I know this brand really well’

Uplift among

those exposed

to both TV +

Online :

+17%

points

+8%

points

+14%

points

= Significantly

higher

= Significantly different

to group who’ve seen

neither TV nor Online



25 25

69

4551

77

19 18

56

Finance category average Car category average FMCG category average


Base : 16-34 ads main shoppers (1,004)

% Agree: ‘I am likely to buy/use this brand in the future’

+26%

points

Uplift among

those exposed

to both TV +

Online :

+20%

points

+8%

points

= Significantly different to

group who’ve seen neither

TV nor Online

= Significantly

higher

AS WELL AS HARDER METRICS SUCH AS PURCHASE



37

4953

65

29

39

FMCG category average Cadbury Creme Egg


FMCG: PURCHASE FREQUENCY RAISED CONSIDERABLY

Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24

Uplift among those

exposed to both

TV + Online : +16%

points

+16%

points

= Significantly

different to group

who’ve seen neither

TV nor Online

= Significantly

higher

% Agree: ‘I am likely to purchase more frequently’



THAT WAS THEN…NOW WELCOME OUR PANEL

- Laurent Delaporte - V P of Microsoft Advertising, EMEA

- Phil Macauley - MD, Quantcast

- Anthony Rhind - Co-Chief Executive Officer, Havas Digital

- Steve Brown - Sales Director, Yahoo!


Why is TV and online such a

potent combination?


VOD and Beyond


Measuring Success: What tools

are we using now?

Consumer Connect in a nutshell

TARGET most relevant

consumers basedon purchase history

MEASUREsales impact on advertised brand

using actual sales data

#1 #2

The Results in the UK so far

CONFECTIONARY

PERSONAL CARE (x3)

ALCOHOL

CARBONATED BEVS

HOUSEHOLD GOODS

DRINKS

7 Categories so far…

+41%sales difference(average first 9 campaigns)

Exposed Control

2.93 ROI

spent on media return in salesDAIRY PRODUCTS

OUR FIRST UK CASE STUDY

OBJECTIVEIn a highly competitive seasonal

environment, Cadbury wanted to

drive sales of their Creme Egg

product

TARGETBuyers of Creme Egg products in

the previous Easter season as well

as buyers of seasonal competitive

chocolate egg products

MEDIA15 million impressions

+51%sales difference

3.23 ROI

TiVo® PowerWatch™ for Quantcast

© Quantcast 2010. Confidential. 21

• Overlap and the combinedreach and frequency of yourcontent and advertising

• Downstream behavior and theextent to which TV advertisingexposure drives subsequentInternet activity such as paidsearch site visits and purchases TV Universe

TiVo® Panel

Quantcast sees

entire InternetCross-Media Analysis & Reporting

TiVo® Research Product powered by Quantcast offers insight into:

Credit Card Advertiser Site Visitors– Program Affinity

22

Advertised in column shows where the potential opportunities are for TV ad placements

Unduplicated Reach Cumulative

23

Most effective channel driving credit card applications

24

• TV & Web combined drives the most Approved Applications • TV Only group provides broad reach • Web Only group is good at driving site traffic

Compared to audience exposed to TV ads only x 5.7 Site Eventsx 3.7 Completed Applicationsx 2.5 Approved Applications

Compared to audience exposed to TV ads only x 4.7 Site Eventsx 5 Completed Applicationsx 3.9 Approved Applications


And what's coming?


Thank you!

day2 1215 panel_better_together_tv+online_video

Education

national trade

european trade

audience exposed

tv ads

7 site events

group whove

online

group