online video for brands - iab australia · millward brown – leaders in brand, comms and media ......

Online Video for Brands 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

BRAND HEALTH COMMUNICATION MEDIA

EFFECTIVENESS &

ROI

Millward Brown – leaders in brand, comms and media

effectiveness research & consultancy

2

We see brand consultancy as an interconnected, iterative process to drive business success

BRAND HEALTH COMMUNICATION MEDIA

EFFECTIVENESS &

ROI

Millward Brown – leaders in brand, comms and media

effectiveness research & consultancy

3

Today, the focus is on the changing media environment – in particular the role of Online Video

Millward Brown’s CrossMedia Experience

4

Over 100 studies

In more than 20 countries

For more than 40 brands

Across 10 industry sectors

Agenda

5

1 Online Video : Incremental Reach or Efficient Frequency

2

Brand Impact of Online Video

3 Creative Tips for Online Video

Agenda

6

1 Online Video : Incremental Reach or Efficient Frequency

Across the Asia Pacific Region TV still dominates for reach

7

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

TV still attracts majority share of ad spend across the AP region

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

Which leads to high levels of overlap between TV & Online Pre-Roll Video audiences

Discreet Reach & Duplication for TV and Online Video

Target Audience: Total Reach 83%

TV

Online Pre-Roll Video

8

Majority of reach duplicated

with TV

Some incremental reach

achievable

9

0.0

5.0

10.0

15.0

20.0

25.0

Heavy TV + Any Pre-Roll Med TV + Any Pre-Roll Light TV + Any Pre-Roll

Pre-Roll TV

FREQUENCY CONTRIBUTION AMONST THOSE EXPOSED TO TV+ONLINE PRE-ROLL

Pre-Roll Video supplements majority of frequency amongst those with light TV exposure

Online pre-roll video adds important frequency – especially to light TV viewers

10

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

Takeouts

11

1 Incremental Reach : Online video can add incremental reach to a TV campaign, but

manage your expectations as TV is still a strong reach media

2

Frequency : Online Pre-roll is a great way to supplement frequency of your TV campaign.

3 Efficiency: By supplementing frequencies amongst light and non TV viewers online pre-roll

helps to achieve reach goals more efficiently than TV alone.

Agenda

12

2

Brand Impact of Online Video

Across the Asia Pacific Region we see that TV is still a big driver of reach

and advertising awareness for multi media campaigns

Source: MB AP CrossMedia database - average results from 22 studies

13

C H A N G E I N C O M M U N I C AT I O N S A W A R E N E S S A M O N G T H O S E R E A C H E D

C H A N N E L

R E A C H 75% 36% 38% 30% 37% 30%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

Magazines Newspapers Online Outdoor Radio TV

NEWS

But online and other channels increase in importance when it comes to overall brand engagement

14

C H A N G E I N B R A N D E N G A G E M E N T A M O N G T H O S E R E A C H E D

0.0%

1.0%

2.0%

3.0%

Magazines Newspapers Online Outdoor Radio TV

NEWS

C H A N N E L

R E A C H 75% 36% 38% 30% 37% 30%

Source: MB AP CrossMedia database - average results from 22 studies

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

Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = campaigns; 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 driving 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


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

Australia AdIndex Database October 2012 : Video Freq 1-2 = 12 campaigns ; Rich Media Freq 1-2 = 19 campaigns ; Flash Freq 1-2 = campaigns Grey Italics on charts indicate values are not statistically significant

But, there is a wide disparity between the best and worst online brand campaigns

Poor creative, placement or frequency/planning has the potential to negatively impact the brand

All Australian campaigns through October 2012 – n=97+ Campaigns

AUSTRALIAN CAMPAIGNS

5.5

7.3

1.3 1.7

-3.0 -3.0

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

% d

iffer

ence

Exp

osed

vs

Con

trol

Brand Favourability Purchase Intent

Agenda

18

3 Creative Tips for Online Video

Video Creative Best Practices (Rich Media/All Formats)

19

1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone


20


2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed

Online video ads that have companion banners typically outperform video ads without on awareness metrics

Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n= 49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondents Percent Impacted = Exposed – Control 21

• However, similar impact seen on persuasion metrics

3.6

5.9

4.6

1.9

1.3

2.1

4.5

2.2

1.5 1.3


Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

Per

cen

t Im

pac

ted

Companion Banner No Companion Banner

Other approaches such as wrapping the video

content within a branded frame that delivers message +

brand have also proven successful for in-banner

placements


22



3 Interactivity can help get your ad noticed, but make sure the interaction:

a) isn’t required to understand the brand and key message b) doesn’t take away from the brand and message delivery

Interactive ads can be effective when used appropriately

23

• Use expandable/interactive ads as a means to allow the viewer to drill down for more detail

rather than conveying all information up front in the ad.

Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39 campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on charts indicate values are not statistically significant

1.2

5.5

2.1

2.9


Online Ad Awareness

Banner - Interactive

Banner - Not interactive

% d

iffer

ence

Exp

osed

vs

Con

trol

But beware that the interactivity doesn’t take away from the campaign message

Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39 campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on

charts indicate values are not statistically significant

Rich Media and Interactive ad units, whilst attention-getting have the potential to overshadow messaging – using mix of formats across the campaign or ensuring all interactive elements communicate can overcome this limitation

0.1 0.1

2.0

2.7

Brand Favorability

Purchase Intent

Banner - Interactive Banner - Not interactive

% d

iffer

ence

Exp

osed

vs

Con

trol


25



3 Interactivity can help get your ad noticed, but make sure the interaction:

a) isn’t required to understand the brand and key message b) doesn’t take away from the brand and message delivery

4 Most top performing video ads have the brand well integrated within video (e.g. image of person using the product, product shot, brand name/logo shown, voiceover references the brand name).

The advertising challenge is consistent across online and offline media

26

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?

In Summary

27

1 Video is more impactful and requires less frequency than banner advertising

2

Pre-Roll and TV are complementary channels

3 Creative Matters – ensure you are communicating your brand and key message

Online Video for Brands 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

online video for brands - iab australia · millward brown – leaders in brand, comms and media ......

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