Creating

in today’s media landscape

impact

2

• How do I keep pace with the digital revolution?

• How do I maintain coherence in my communication?

3

Digital – how much, how quickly?

1. Current role in the media mix – engagement or scale?2. Measurement/optimisation – using the right metrics

4

What are the media roles in a typical mix?

Mass

Exposure

Engagement

Efficiency

Where is digital

in MENA?

5

Digital is still relatively cheap for the engagement it can deliver

100 33

Cost of achieving 1% increase in brand attributes (MENA, index to traditional)

Traditional Digital

Only

33%

But can it be scaled to a large audience?

6

Digital can give very significant reach in MENA

TV: ~75%+

OOH:

~50%+(metro only)

Digital 36%

53%

10%

Print: 35%

Radio: 17%

% R

EA

CH

Although TV is still the best way to establish the campaign in a mass audience

7

48%

Video neutral channel planning – case study (Turkey)

Facebook performs in line with top TV channels on reach

53%

Channel 1

48%

Channel 240%Channel 3

38%

Channel 4

34%

Channel 5

So how do I measure & optimise digital?

8

The quality of your answers is in direct proportion to the quality of your questions

9

10

Base sales are driven by “brand impact”

CampaignTotal

Sales

Performance

Emotion

Popularity

Dynamism

Difference

Value

Salience

Brand

Engagement

The Sales Response Effect

The Brand Effect

Strengthens loyalty

of existing users and

brings new users into

brand

Sustained, longer term

Immediate, short term

Mostly incremental

sales to existing users

• Don’t lose sight of brand objectives in the rush to optimize programmatically based on behaviour.

Programmatic increasingly contemplates brand

Be open minded on optimising campaigns: the average click-through rate is around 0.25% or less

12

Yes, this tiny green dot is CTR

http://www.richmediagallery.com/tools/benchmarks

A CASE

FOR CAMPAIGN

INTEGRATION

40% of campaigns’ impact are synergy effects

Multiple touch-points are a must…

…making it look similar is probably current state of play

Matching strengths to tasks seamlessly is the next step…

Breaking down social and mobile silos

• The fragmented and competitive social & mobile landscape drives advertising

innovation but brings with it inefficiencies & challenges

• Develop coordinated strategies across social & mobile platforms and work with these

publishers to prove their collective brand value in the overall media mix

Analogue goes digital

• Brands must leverage mobile-enabled connectivity coherently through every aspect

of their marketing programs.

• To maximize ROI exploit the use of digital technologies to create simple, easy mobile

interaction through all touch points.

• Give your consumers control of when and how they engage with your brand.

20

Making campaign touch points seamlessly support each other

Getting it right unlocks tremendous value

In this campaign media synergies amplified the brand impact by 200%

13%

13%

30%

44%

Online

TV

OOH1%

4%

11%

15%

70%

Online

PrintTV

Synergies

OOH

CrossMedia – non-FMCG, KSA

Print

22

In order to be successful, brands need to create media agnostic ideas that are social at their core.

23

So how do I put it all together?

Changing

CHANNELSwith confidence

A broad framework for staying ahead

We believe 70|20|10 aids great channel planning

25

70|20|10 mentality driving innovation

26

70

20

10

TV

Outdoor

Radio

Print

Cinema

Activations

Online search &

display

2005

TV

Outdoor

Radio

Print

Cinema

Activations

Online search &

display

Social Media

Online Video

Mobile

2010

TV

Outdoor

Radio

Print

Cinema

Activations

Online search & display

Social Media

Online Video

Mobile

Gaming

AR, LBM & NFC

2015

27

70the comfort zone

Knowing how much is enough…

28

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(100)

Bus (80)

15-177-9

Digital

TV

20calculated innovation

30

31

Don’t interrupt the thing I am interested in...

BE THE THING I AM INTERESTED IN!

32

Often it’s the unexpected that works!

10into the unknown

33

34

35

Bold often pays off!

• Location-based marketing opportunities are powerful when brands focus on

consumers’ interests rather than on their own

• Consumers will increasingly expect to be presented with ads that are

meaningful in the moment; location data will help targeting be more accurate

than ever. Just be careful not to creep people out!

CONSUMER-FOCUSED LOCATION-BASED MARKETING BLOOMS

Short form video - SIMPLE BUT NOT SIMPLISTIC

NATIVE MORE OFTEN GETS IT RIGHT – BUT CHOOSE WISELY

• Savvy marketers can take advantage of native advertising by

partnering with publishers offering best-in-class solutions.

• Match site’s editorial tone, create content that resonates with that

audience

Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed - Control40

The power of creativity

Creative power and media disruption

accounts for

THE MAJORITYof campaign impact

41

Thank you!

For more information contact:andrzej.suski@millwardbrown.com