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Digital Media – is it....Effective?..Economic?..Efficient?
2
Is it Efficient?Can it deliver large audiences?
Does it make the investment work hard?
3
Huge number of intermediaries makes programmatic expensive or inefficient…
4
…Resulting in a significant loss of working media spend
100%5%
15%
10%
25%
5%
40%
Client AOR ATD DSP Tech/Data fees Exchange Publisher
*WFA member survey: Oct 2014
“Agencies are fighting a war on two
fronts. Digital is the battleground and
programmatic is the fault line.
Management consultants have the
strategic and technologic expertise -
no doubt. Agencies need to re-invent
their business models - the woods are
burning.”
YvonneO’brien,
Data & Insight consultant,
formerly Head of global Insight @ Havas
5
Dumping of inventory in low quality environments is common place and often goes un-noticed
As the campaign progresses, the amount of inventory served at night increases
Source: MediaSense DiPA Evaluation – Daypart Targeting Analysis
6
For all it’s charms, social media also struggles to reach significant numbers of people
To say I want tomake a viral movie,
is like a musiciansaying I want tomake a hit song.
- Casey Neistat,YouTube star with2.7m subscribers
For brands with over 1m fans, just 0.06% of them interact
with the average Facebook post (like, share, or comment)
7
7
Customer penetration?
CUSTOMERS
187,000
66,000
201,000
10,000,000
11,000,000
19,500,000
0.6%
1.7%
1%
CUSTOMER PENETRATION
8
1,00
0,38 0,32 0,29 0,24
TV RADIO PRESS OOH DIGITAL
Ebiquity Benchmarks: Average ROI Index
TV is still king: 3 times as efficient as other media channels
3x
Source: Ebiquity database 2008-2016
9
Why is digital ROI low? High cost of digital video relative to TV and wide range of creative quality
1,00
0,38 0,32 0,29 0,24
TV RADIO PRESS OOH DIGITAL
Ebiquity Benchmarks: Average ROI Index
Min 0.00
Avg 0.24
Max 1.68
Range withinDIGITAL ROI Index
10
Is it Effective?Can it engage audiences?
Can it drive a direct response?
Can it build brands?
Can it deliver creative?
Can it target audiences?
11
Trust is an important environment for communications
59%50% 46%
36%21%
34%46% 48% 48%
59%
0%
50%
100%
Radio Television The Press Internet Social Networks
Percentage of EU Population: 2016
Tend to Trust Tend not to Trust
Source: European Commission, Eurobarometer
62%
42%
22%13% 13% 16% 19% 16% 19%
66%
38%
17%7% 6% 10% 14% 11% 14%
68%
30%
12%3% 3% 7%
12% 8% 12%
0%
20%
40%
60%
80%
Personal experience Friends, family Social media Traditional opinionleaders
Opinin leaders online Experts in traditionalmedia
Experts online Communication fromtraditional media
Communication fromonline
Millenials Generation X Baby boomers
12
…but the trend locally is encouraging
Source: European Commission, Eurobarometer
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2006 2007 2008 2010 2011 2012 2013 2014 2015 2016
Tend to Trust: Internet
UK Germany Turkey
13
Users who choose to complete view a skippable are more engaged than those who view pre-roll
Sources: https://storage.googleapis.com/think-emea/docs/old/rise-of-viewer-choice_research-studies.pdf . http://www.slideshare.net/antonovn/youtube-trueview-skippable-prerolls-study
Users who complete view a skippable ad are +75% engaged vs. seeing the pre-roll
14
Evidence that the ‘sit-forward’ nature of digital gives it an edge over TV
▪ The majority (62%) of all YouTube mobile advertising, paid and non-paid, receives viewers’ attention compared to only 45% of TV
▪ Paid YouTube mobile advertising is 84% more likely to receive attention than TV advertising (83% for Paid YouTube mobile ads and 45% for TV ads)
* Paid Mobile Advertising Time includes YouTube video ads that are played for at least :30, or in full if the ad is less than :30
15
There are things that drive personalisation…
▪ The fact that we can: registration data, cookies, fingerprinting, mobile device=person
▪ The promise of zero wastage
▪ The benefits of increased resonance
…and there are things that prevent it…
▪ Increasing privacy regulation
▪ Devices people
▪ Browser blocking
▪ Rejection of 3rd party cookies/pixels/tags
▪ Algorithms & models are not a replacement for deterministic data
▪ Growing academic evidence on the limits of precision marketing
▪ Reputation management concerns
The trend toward personalisationIT’S NOT AS EASY AS WE THINK
16
Precision Targeting: Could we? Should we?
17
Is it Economic?Are the investments reflective of it’s performance?
Are CPMs in line with other media?
Is Earned Media really free?
Are the absolute costs low?
Does it still work with low investment levels?
18
19
The low CPM for Online advertising is so appealing
7,8
13
22,325
21,3
28
43
CPM – COST PER MILLE (THOUSAND) VIEWS
20
But there are warning signs….
…digital Media price inflation is far in excess of inflation
….targeting and Video are fuelling the rises
Source: Adobe Digital Advertising report 2017, Ebiquity
2 Questions: ▪ for how long will it be acceptable to burn through inventory to identify the best creative?▪ Are these prices being fuelled by performance…or by scarcity?
21
So what might we conclude?
Efficient?But digital does seem to deliver complimentary audiences and can efficiently deliver on some younger audiences. A small number of registration-based platforms can deliver TV levels of cover
Effective?Be aware of the limits of Precision Marketing: the question is surely should we, rather than could we?
Economic? Inventory price inflation is becoming a threat, driven through scarcity
22
POOR TARGETING
IMPRESSION FRAUD
SMALL AUDIENCES
FOCUS ON THE WRONG METRICS
HIGH ADVERTISING YIELDS SHORT TERM EFFECTS DON’T BUILD LONG TERM EFFECTS
POOR QUALITY CREATIVELOSS OF WORKING CAPITAL
Some thoughts on why digital performance is lagging potential
23
What can Brands do?
The Media Imperative
7Implement campaign controls to ensure even delivery
8Make Viewability-based trading deals work harder
9Optimise to context
10Optimise to device
11Ensure a fully integrated media plan
12Balance the long and short term objectives by selecting the appropriate metrics for evaluation
13Apply the same rigour to digital data as you would with disciplined media
The Creative Imperative
1Ensure you only have above-average creative
2 Consider pre-testing video formats
3Ensure the big idea is appropriately communicated in the medium
6 Make sure your creative succeeds in it’s purpose – to convey a brand message
5 Integrate Attention to compliment audience delivery
Clearly distinguish between diagnostics and outcomes
4
24
75%
MEDIA
Creative Quality
With strong creative, your ROI
will be 5 to 7 times higher than weak-to-average creative
Source: Ipsos
1. Ensure you only have above-average creative
THE CREATIVE IMPERATIVE
25
Source: Ipsos
2. Consider pre-testing video formats
THE CREATIVE IMPERATIVE
Digital allows clients to run different creatives and optimise inflight.
This is based on Digital providing large quantities of cheap inventory
For how long will this be possible with increasing inventory pricing?
How long my ad must be viewed to deliver its message.
Which of my executions have the greatest brand impact.
Which ad format best fits my execution.
A B
C Skip Ad
Skippable
Outstream
Non-skippable
26
3. Ensure the big idea is appropriately communicated in the medium
THE CREATIVE IMPERATIVE
27
4. Clearly distinguish between diagnosticsand outcomes
THE CREATIVE IMPERATIVE
28
5. Make sure your creative succeeds in it’s fundamental purpose – to convey a brand message
THE CREATIVE IMPERATIVE
29
Not surprisingly, a lot of people watched the video … liked what they saw and felt inspired to share it with friends and family …
….unfortunately no-one recalled the brand or understood the product message “
30
THE CREATIVE IMPERATIVE
31
THE CREATIVE IMPERATIVE
6. Testing, learning and adapting: Coffee-Mate Natural Bliss
2015 2016
4.1 million video views, media impression
+3% brand awareness
5.9 million video views, media impression
+23% brand awareness
80%earned
53%earned
32
7. Implementing campaign controls to ensure even delivery and weighting of activity is critical
THE MEDIA IMPERATIVE
Source: MediaSense DiPA Evaluation – Daypart Targeting Analysis
33
8. Make those trading deals work better for you
Example:
Client plans 40m impressions video
campaign at cost of $8 cpm*
Viewability Test
Connect:Digital shows the ad needs to be viewed for
at least 5 seconds to deliver a brand impact
Client switches from to 20m impressions
viewed for 5 secs at $10cpm
Client saves $120k and delivers campaign with
more brand impact
*Note: cpm is cost per 1000 viewable impressions based on MRC/IAB standard of considering an ad viewable after 2 secs
THE MEDIA IMPERATIVE
34
9. Optimise to context…
The brand must appear early and avoid slow builds because viewers won’t wait.
Digital video ads are placed in a different context. Ads that work well on TV may fail as skippable
video, and vice versa.
THE MEDIA IMPERATIVE
35
50% of
YouTube video consumption is on
mobile
10. Optimise to device…
Desktop ads achieve better results when optimised to mobile – shorter, key scenes, simpler visuals
18% greater brand
awareness uplift for (shorter) mobile specific
ads on YouTube vs. desktop creative shown
on mobile
Source: Experiments in Video - Changing Habits and Behaviours - Google
THE MEDIA IMPERATIVE
36
Remember the role of consistent creative cues in how people make decisions
The
Why
11. Ensure a fully integrated media plan
The
WhatEnsure the creative is suited to the medium & the format
The
Where
Remember the complimentary nature of TV and online audience delivery & TV’s ability to build cover with digital frequency upweights
THE MEDIA IMPERATIVE
37
11. Ensure a fully integrated media plan
Remember the role of consistent creative cues in how people make decisions
The
Why
The
WhatEnsure the creative is suited to the medium & the format
The
Where
Remember the complimentary nature of TV and online audience delivery & TV’s ability to build cover with digital frequency upweights
THE MEDIA IMPERATIVE
38
3,9
5,8
7,9
Low Enjoyment (1-3)
Moderate Enjoyment (4-7)
High Enjoyment (8-10)
3,5
6
7,8
Low Enjoyment (1-3)
Moderate Enjoyment (4-7)
High Enjoyment (8-10)
12. Integrate Attention as a critical dimension to compliment audience delivery
THE MEDIA IMPERATIVE
Average Attention to the Program/App
39
13. Balance the long and short term objectives by selecting the appropriate metrics for evaluation
THE MEDIA IMPERATIVE
Communicationsobjectives:
Brand awareness
Brand relationship
Brand purchase
Brand advocacy
Behavioural:Web analytics
Impressions, visitors, reach
Completed views, ratings, likes, up/downloads
Incremental sales (on and offline), enquiries
Retweets, shares
Attitudinal:Surveys
Brand & campaign awareness, ad recognition & brand link
Brand desire, closeness, performance, image
Brand consideration, purchase intent
Recommendation, NPS
40
14. Apply the same rigour to digital data as you would with disciplined media
THE MEDIA IMPERATIVE
▪ Don’t conflate browsers, cookies, DiDs, AiDs, fingerprinting, with people
▪ Are we happy that those that serve the ads are also telling us how well they performed?
▪ Are we happy with the relationship between online measurement companies and publishers?
▪ When is census really census?
▪ Big data gives us speed and granularity and is usually free…..but is it representative?
▪ Remember the old adage:
You can have your data cheap, fast, good – pick two