Optimising integrated campaigns in Asia Pacific

Building Brands with Integrated Campaigns in Asia Pacific

IAB Singapore – may 2012

What do we mean by “brand impact”

Campaign Total 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

Understanding campaign impact on brand performance using CrossMedia Research

Did the campaign impact on the brand in

the way we wanted to

Did the campaign deliver impact cost

efficiently?

How could we further optimise brand

impact in future?

Did campaign reach the right people?

What have we seen across Asia Pacific so far?

01

TV is still the big driver of awareness, though others help too

0%

1%

2%

3%

4%

5%

Magazines Newspapers Online Outdoor TV

75% 36% 38% 30% 37% Channel

Reach

But online and other channels are more important when it comes to overall brand engagement

0%

1%

2%

3%

Magazines Newspapers Online Outdoor TV

75% 36% 38% 30% 37% Channel

Reach

And averages hide huge variation in channel performance across campaigns

0%

2%

4%

6%

8%

10%

12%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Reach

POS

TV

Newspapers

Magazine

Online

Outdoor

Variation in Channel Performance on Brand Engagement and Reach

Co

ntr

ibu

tio

n p

er R

each

Po

int

So what makes a successful integrated campaign?

02

Integrated media helps build campaign reach beyond the TV core

Source: CrossMedia Research study, leisure, North Asia

Online

84% 71%

42% 26%

Total Campaign TV Online Magazine

Family with 3-11 yrs kids

TV

Magazines

+13% Non-TV reach

18-29 yrs Non Family

80%

60%

40% 34%

Total Campaign TV Online Magazine

+20% Non-TV reach

Online

TV

Magazines

Using online video also improves the distribution of TVC across target audience

88%

41%

70%

36% 39% 33%

0%

37%

TV Online video

Heavy TV Medium TV Light TV No TV

Reach of AV channels by TV exposure group

5.1 4.4

2.8

5.3

1.9

4.1

0

6.9

TV Online video

Frequency of AV channels by TV exposure group

If TV reach is already high, others channels may not build reach much

Online 25%

TV 83% total reach

Magazines 16%

Only +5% Non TV reach

Case Study: Malaysia, hair care

But all this still counts

Using multiple channels broadens brand impact by hitting more areas of the brand

0%

1%

2%

3%

4%

5%

Presence Consideration Functional Image Expert Image

TVC Magazines Online


Exposure to multiple channels also delivers additional synergy benefits

0%

1%

2%

3%

4%

5%


TVC Magazines Online TV+Online


In this case 25% of impact on brand imagery came through synergies

Case Study: China, dairy product

0%

2%

4%

6%

8%

10%

12%

Emotional imagery Functional imagery Product performance Value

TV Online OOH TV + Online synergy TV + OOH synergy

But even airing the same creative online can still build on TV

0%

1%

2%

3%

4%

5%

6%

7%

8%

Aided Awareness Familiarity Consideration Recommendation Emotional Benefits

TV IPTV Online video

Case Study: Beverage category, North Asia

Online also improves ROI on Brand Impact

3.1%

1.4% 2.7%

4.5%

15.0%

19.8%

5.5%

1.3%

5.0%

1.2% 0.0%

5.0%


TVC Online Magazines


Relative cost efficiency - % increase in brand metrics per $1 spent

The relatively low cost of advertising online is one of its biggest advantages

Case Study: China, dairy product

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

% Reach of media

Impact among those reached (average on all metrics)

OOH

TV

Online

0.0%

1.0%

2.0%

3.0%

4.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Impact per ¥1m (average for all metrics)

% Reach of media

Online

TV

OOH

Over investment in any one channel creates inefficiency and wastage, reducing ROI

0%

20%

40%

60%

80%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

% GRPs non productive

% audience over frequency ceiling


Overall 37% of TV GRP’s were unproductive

Weeks

Even if TV is over delivered, online can still deliver impact from same TVC

0%

20%

40%

60%

80%

100%

1 2 3 4 5 6

Online GRPs Unproductive GRP % Overexposed

0%

20%

40%

60%

80%

100%

1 2 3 4 5 6

TV GRPs Unproductive GRP % Overexposed

TV: Frequency Ceiling: 6 Online video: Frequency Ceiling 4

Case Study: China, beverage

Efficiency of impact on Consideration

For online, balancing reach & frequency is also key to optimizing performance

Simulations Reach % Average

Frequency iGRPs

Online share

of impact

Base: Existing online Plan 12.0% 11.2 134 8%

Same impressions, optimal R&F 22.4% 6 134 15%

80% more weight, optimal R&F 30.0% 8 240 18%

Average increase across brand image attributes

Case Study: China, personal care

Creative is key too 03

Aside from good media implementation, getting the online creative right is key

8.7

13.6

8.9

7.5 6.9

2.3

4.7

2.5 1.5 1.2

2.3- -1.6 2.0-

-3.6 -4.1

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability Purchase Intent

Top Performers Average Bottom Performers

What makes online creative successful? - First get your Branding right

What stopping power would the first frame generate?

What reason would a user have to stop and watch the ad – intrigue is not

always a good option with online campaigns

- and keep it simple

• One or two messages is enough

• Don’t make the message too complex

We have more on this, but that will have to wait for another time

Optimising Integrated Campaigns

Optimising Integrated Campaigns

1. Use multiple channels to maximize campaign impact

2. Don’t be afraid of migrating to Online

3. Good creative / content is key to channel performance

Business

Optimising integrated campaigns in Asia Pacific