Specific Media FMCG Presentation (Aug 2011)

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2 + 2 = 5FMCG BRANDS,THE DIGITAL ECOSYSTEM &MAXIMISING RETURN

Daniel StephensonSenior Director Category Development

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MASTERS OF MARKETING

UNDERSTANDING PEOPLELOW INVOLVEMENT BRANDS

DIGITAL CONVINCING

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BRING ON THE BRANDS!

BUILD BRAND AWARENESSDRIVE SALES

HABITUALISE PURCHASE

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NOT BLACK & WHITESOCIAL EXPLOSIONS

BUT THERE’S MORE...

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HARD TO GET PEOPLE TO CARE!

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DIGITAL MENUS

REACH & FREQUENCYSELL STUFFCONNECT

CREATE CONTENTOFFLINE GEL

DRIVE EARNED

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FMCG DEVELOPMENTS

E-COMMERCESHOPPER BASED TARGETING

GOING GLOBALBRAND SAFETY

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20 YEARS AGO...LAST SATURDAY...

CONSUMER IN CONTROLALWAYS ON & LONG TERM

SOLVE BUSINESS PROBLEMS

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TECHNOLOGY FOCUS

£1BN£10BN/£120BN

FACEBOOKREAL TIME

PEOPLE @ THE CENTRE

CONTEXTNON MATCHING LUGGAGE

BUILD SURFACE DISTRIBUTE

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“THE WAY PEOPLE BUILD BRANDS IN THEIR HEADS...IS AN INTENSELY CREATIVE PROCESS.

WE SHOULD BUILD AN IMAGE AS BIRDS BUILD NESTS –FROM SCRAPS & STRAWS WE CHANCE UPON”

JEREMY BULLMORE

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PRODUCTSPLATFORMS

PEOPLE

THAT FUNNEL - ALL MODELS ARE WRONG!

Mobile

Video

Standard Display

Original Programming

IPTV

Dynamic Display

Rich Media Display

Retargeting

CONSIDERATION

PURCHASE

FAVORABILITY

AWARENESS

THROUGH THE FUNNEL DELIVERY

MAXIMISING RETURNS

The classic TV experience – survival of the fittest?

OPPORTUNITY

DIFFERENT...?

Evolution of the television

TV + DIGITAL = X

BRIDGING TV & DIGITAL

DIGITAL VIDEO 2.0, 3.0 +...

USE THE MEDIUM!

USING OFFLINE TOOLS

TO REACH ONLINE CUSTOMERS

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DIGITAL DRIVING OFFLINE SALES

SHORT TERM ROI 2.6 – UNIT SALES 24% GREATER

SPECIFIC MEDIA & R.O.P.O

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COMSCORE US AVERAGE – 22% UPLIFT IN SALES

DIGITAL DRIVING OFFLINE SALES

82% OF FMCG CAMPAIGNS EXPERIENCE UPLIFT

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DISPLAY DRIVES...

...SITE VISITS – UP 106% WEEK ONE

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DISPLAY DRIVES...

...SEARCH TRAFFIC – UP 202% WEEK ONE

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DISPLAY DRIVES...

...TRAFFIC SHARE – UP 11 PTS WEEK ONE

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46%The DR CPA for

retailer was 46% lower when video

advertising was combined with

display compared to solus display activity

DELIVER VIDEO & DISPLAY TOGETHER!

DISPLAY CPA 46% LOWER WHEN VIDEO IS RUN

CONNECT DISPLAY WITH SOCIAL SPACES!

DEPLOY COUPONING & SAMPLING

USE ALL PARTS OF THE ECOSYSTEM

TO DRIVE A SUCCESSFUL CAMPAIGN

Brands:

Package: Pre-roll, product integration into episodes, microsite and syndicated distribution

Target: Female 25-45

Concept: The story of two real-life moms, Jennifer Pate and Barbara Machen, that gives practical insight and perspective on modern motherhood

Stats: • Drew +94MM video streams and 52MM unique viewers

• 2010 Webby Award Winners: Best Reality/Variety Host

• 2011 Webby Award Honorees: Best Web Personality/Host

• Aired over 70 episodes, integrating over 30 brandsMAKE CONTENT THAT PEOPLE WANT TO SPEND TIME WITH

TELL STORIES!

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93% SEE THE AD AT THE TOP OF THE PAGE

THEY SPEND 3 SECONDS FIXATED ON THE AD

IT TAKES THEM JUST 2 SECONDS TO FIXATE ON THE AD

FIRST PART OF THE PAGE CONSUMERS FIX ON

HOW DO CONSUMERS INTERACT WITH DIGITAL?

What is the best way to evaluate effectiveness?

SHOULD WE MEASURE THE CLICK? JUST BECAUSE WE CAN...IS THERE VALUE?

ATTRIBUTION

Talk the language marketers talk

Source: Bain and Company

MEASUREMENT DEBATES

• Content monetization

• Video publishing

• Original show production

• Program syndication

• Audience targeting

• Innovative formats

• Sequential messaging

• Branded entertainment

• Campaign analytics

• Linear TV ad insertion

• Video on Demand (VOD)

ad insertion

CROSS-MEDIA PLATFORMIndustry’s only integrated cross-media platform powered

by proprietary data to connect consumers, content and

brands based on relevance

MANAGE DELIVERY ACROSS MULTIPLE SCREENS

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EXPANDING THE ECOSYSTEM

NEW CANVAS

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• WHOLE ECOSYSTEM• JOIN UP THROUGH FUNNEL• 3 SCREENS• VIDEO & DISPLAY• DIGITAL VIDEO 2.0• DRIVE SALES• FOCUS ON CREATIVE• PEOPLE LOVE CONTENT• MEASUREMENT• ATTRIBUTION

QUITE INTERESTING...

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THANK YOU!