presentación de nigel hollis en iab conecta 2012
DESCRIPTION
Presentación de Nigel Hollis EVP Chief Global Analyst Millward Brown. Evento: IAB Conecta 2012 Lugar: Centro BanamexTRANSCRIPT
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Beyond the click: 16 years onUsing online advertising to build brands
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The curse of the clickIs online at risk of under-estimating its value?
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Online: the most measurable Online: the most measurable mediummedium
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16The number of years since we first proved that online ads could build brandsThe number of years since we first proved that online ads could build brands
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64%The proportion of advertising and agency executives that use CTR to evaluate performanceThe proportion of advertising and agency executives that use CTR to evaluate performance
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0.09%The average click through rate reported by DoubleClick in 2010The average click through rate reported by DoubleClick in 2010
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0.08%The average click through rate for a BLANK AD BANNERThe average click through rate for a BLANK AD BANNER
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1.3%The average uplift in purchase intent measured in response to online ad exposure over the last three yearsThe average uplift in purchase intent measured in response to online ad exposure over the last three years
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0.02%The correlation between click through and purchase intentThe correlation between click through and purchase intent
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39%The proportion of online ads that had a negative effect on purchase intent in the last three yearsThe proportion of online ads that had a negative effect on purchase intent in the last three years
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What is a click?An impulse expression of interest in a brand or offer(often primed by prior exposure in other media)
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All media are capable of doing all things on a per person basis.
John SvendsenGlobal Brand Director Media, Millward Brown
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Brand Building 16 Years On
What has stayed the same?
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Online still builds brands
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1.6
4.6
2.1
1.81.3
Latin American results very similar to elsewhere
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Creativity still matters
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9.1
27.7
7.2
7.0
7.6
Strong creative delivers above average results
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The three golden rules
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1. Make sure people recognize which brand is being advertised
2. Make sure each frame of an ad will work on its own
3. If your goal is to persuade don’t interrupt or annoy
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Ad 1 follows the golden rules to evoke a better response
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A B C
Gusto 14% 11% 7%
Relevancia 46% 45% 43%
Credibilidad 68% 61% 65%
Nueva información
59% 55% 54%
WoM (potencial)
41% 39% 33%
Efecto viral (potencial)
47% 60% 40%
BC
C
BC
C
C
C
C
C
C
AC
B
Diferencia entre creativos A=1, B=2, C=3.
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Bigger is still better
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Billboard dramatically out performs all formats for Ad Awareness
Upl
ift a
mon
gst
tho
se e
xpos
ed t
o…
Q: Have you seen the following brand advertised online in the past 30 days?
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Video works harder
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Video delivers more punch on first exposure but will wear out as other formats gain
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In-stream videos have greater impact on awareness
Not In-StreamIn-Stream5
4
3
2
1
0Aided BrandAwareness
Online AdAwareness
MessageAssociation
BrandFavorability
PurchaseIntent/Consideration
2.6
1.4
Abso
lute
Diff
ere
nce
(Expose
d m
inus
Con
trol)
6 5.8
2.6
1.8
0.7 0.81.3
0.1
0.8
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Brand Building 16 Years On
what has changed?
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We have to assume “viral” needs help
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13%The proportion of online ads that achieve more than 5,000 views per week on YouTubeThe proportion of online ads that achieve more than 5,000 views per week on YouTube
0 20 40 60 80
20,000
15,000
10,000
5,000
0
25,000
Ads
View
s pe
r wee
k
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We can predict the viral potential of an ad with ABCD
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To get results you need to publicize your content
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Online must work in synergy with other media
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TV Total84%
Online Display Total35%
Facebook Total56%4.9%
Online only 1.9%
9.6%
20.3%
3.4%
27.7%
26.6%
None5.5%
Online and Facebook add little unduplicated reach
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111% 100% 46% 45% 19% 14%
Each medium had a positive ROI
Indexed to TV Spend
Sales SpendTV
Sales SpendOnline
Display
Sales SpendFacebook Display
Investment/Return Ratio:1:1.11
Investment/Return Ratio:1:1.02
Investment/Return Ratio:1:1.34
0%
50%
100%
150%
Individual media channels sales contribution to short term sales and media investment
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And online adds an important contribution to impact
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Social has bought the need for new skills
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What is a like?A superficial indication of brand allegiance(primed by experience of the brand elsewhere)
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Fans are valuable to you…keep them that way
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13% 3%
Average share of wallet
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FanIndex case study Mexico
Offers something different
Better quality than other brands
Irresistible taste
For when I have fun with my friends
Worth the money
Is the most popular
Is a brand I love
Setting the trends
47%
43%
-
-
30%
42%
46%
45%
Norm% increase in opinion
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Variety
DIFFERENTIATOR
Community
DIFFERENTIATOR
Interaction
DIFFERENTIATOR
Making your fan page flourish
Useful information
DIFFERENTIATOR
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And social vitality matters more than ever
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LocationOriginal TweetsFoursquareTripItYelp
PhotosInstagram
yFrogLockerzTwitpic
VideosYouTubeMegaVideoUstream
Local/EventsGrouponLiving SocialEventBriteMeetUp
Blogs
It’s open, It’s mobile and it’s an aggregation of all other social platforms
THE WORLD’S LARGEST INFORMATION
PLATFORM:
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VerveIndex: a one-number social impact score
FREQUENCYHow often do people talk
about you?
SENTIMENTIs the conversation positive,
negative, or neutral?
SOLICITATIONWhat or who prompted the
mention?
LOCATIONAre people broadcasting
their offline actions?
vSCORE
INFLUENCEAre the people talking credible on the topic?
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What events and topics drove Brand X’s vScore?
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BRAND X
TV AIRTIME SLOWED
DRASTICALLY
PROMOTED TWEET WITH FOURSQUARE
SPECIAL
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Brand Building 16 Years On
conclusion
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16 years of learningabout building brands online
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Objective driven measurementIntegrated campaign management systems
Behavioral and attitudinal data
More effective and more efficient
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Thank you for listening
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