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in partnership with
22
Expansion of Media Choicesaffects how you use
advertising to build your
brand
33
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Importance of Mediaand the rise of the ‘not good enough’
media plan
44
destructiveforce of weak
media plans
the
55
interchangeablenot all media options are
66
for different purposes to different targets
Different Touchpoints Work in Different Ways loyalty
image
top of mind
trial
understanding
awareness
77
loyalty
image
top of mind
trial
understanding
awareness
88
loyalty
image
top of mind
trial
understanding
awareness
99
Programmatic Thinking for all Touchpoints
introducing
1010
Maximizing Valueversus minimizing costs
spend
imp
act
1111
What We DidProvides a common base to compare across mediums.
To provide you with the evidence that the lowest cost doesn’t always make for the best decision
retail clothing alcohol toothpaste online travel banking automotive fast food soft drinks
touchpoints
• radio
• tv traditional
• digital ad
• social media other
• mobile ad
• youtube
• billboard
• tv internet
• poster
• newspaper
• mail ad
• flyer ad
• free sample
• magazine
• cinema
categories
brand objectives
• Awareness
• Understanding
• Trial
• Top of mind
• Image
• Loyalty
11
brands
English Canada interviews
1212
the new future
Probabilities
1313
exposure attention impact creative
the goalmaximize the impactnot minimize the cost
1414television youtube facebook digital ads radio billboards
So
urc
e: I
pso
s M
ed
ia T
IPs
Stu
dy
[Aug
ust
2018]
monthly touchpoint reach
Reaching Your Target Consumer
90% 86% 81% 80% 76%66%
1515
How Quebec is Different
So
urc
e: I
pso
s M
ed
ia T
IPs
Canad
ian d
ata
base
1616
more likely to use traditional tv every month
more likely to watchtv online every month
So
urc
e: I
pso
s M
ed
ia T
IPs
Canad
ian d
ata
base
1717
created equalnot all touchpoints
hrs. active on facebook
hrs. of tv viewing
Source: Numeris PPM M-Su 2a-2a, All Locations, A18+, English Canada
1818
exposure
We need to understand more than just the reach of touchpoints
AVERAGE
att
en
tio
n
Source: Ipsos Media TIPs Study [August 2018]
1919
exposure
att
en
tio
n
free sample
mobile ad
cinema
flyer ad
magazine
radio
digital ad
billboard
youtube facebook
poster
newspaper
mail ad
television
Many touchpoints provide great exposure, but TV remains king
social media otherAVERAGE
Source: Ipsos Media TIPs Study [August 2018]
2020
exposure
att
en
tio
n
free sample
mobile ad
cinema
flyer ad
magazine
radio
digital ad
billboard
youtube facebook
poster
newspaper
mail ad
television
AVERAGEsocial media other
Don’t make the mistake – lots of exposure doesn’t mean lots of attention
Source: Ipsos Media TIPs Study [August 2018]
2121
brand objectives
pay for what you really want to achieve
There is no correlation
between “liking” a brand on
social media and desired
business building outcomes.
AMA Scholarly Insights
htt
ps:
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ww
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a.o
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es/
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the-v
alu
e-o
f-a-f
ace
bo
ok-
fan.a
spx
2222
the currency of effectiveness
2323
not for clicks, likes or impressions
Spend for Impact
135 166 139 134 155 136
84 73 80 94 75 71
116 73 95 122 107 84
80 104 90 88 86 130
105 109 184 82 112 169
awareness understanding trial top of mind image loyalty
television
mobile ads
billboards
free samples
Source: Ipsos Media TIPs Study [August 2018]
2424Source: Ipsos Media TIPs Study [August 2018]
trial
free samples are 2xmore effective at driving trial of your
brand than billboards
2525Source: Ipsos Media TIPs Study [August 2018]
understanding
television is 128%
more effective than smartphone ads at
building understanding of your brand
2626
the role of key touchpoints for 18-24 year olds
How do I Impact Millennials?
top of mind image loyalty
facebook youtube television
So
urc
e: I
pso
s M
ed
ia T
IPs
Stu
dy
[Aug
ust
2018]
2727tele
visi
on
tv inte
rnet
bill
bo
ard
s
po
sters
rad
io
youtu
be
n-p
ap
er
dig
ital
soci
al
Derived Importancecorroborates what people claim
IBN
re
gre
ssio
n a
naly
sis
on
bra
nd
fam
ilia
rly
So
urc
e: I
pso
s M
ed
ia T
IPs
Stu
dy
[Aug
ust
2018]
2828
The Role of Advertisingsome objectives are harder to achieve than others
spend
imp
act
trialtop of mind awareness loyaltyunderstanding image
2929
television index to average
3030
brand equity
ASICS CorporationTokyo stock exchange
3000
2000
1000
0
new ad campaign
3131
Impact from different touchpointscan be different between users and non-users
brand users non-users
So
urc
e: I
pso
s M
ed
ia T
IPs
Stu
dy
[Aug
ust
2018]
32
2426
23 24
2826
2426 25
29
1720
18 1821 21
1720 20
television facebook radio digital ad social media youtube billboard email tv internet poster
3232
Building Brand Objectivesis harder with non-users
spend
imp
act
use
rsn
on
-use
rs
trialtop of mind awareness loyaltyunderstanding image
Harder to influencenon-users with advertising
3333
Maximize Your Precious Budgetspend on the touchpoints that
will impact your objectives most
Source: Ipsos Media TIPs Study [August 2018]
3434
creat vequality matters
3535
digital ad
billboard
radio
television
average recall max
So
urc
e: I
pso
s d
ata
base
3636
quality matters
when creative quality is strong
increase in campaign impact[for the same spend level]
greater allocation to television
Great creative is key for strong ROI from the campaign
So
urc
e: I
pso
s d
ata
base
3737
double the Ipsos norm
ad recall
3838
▪ don’t focus on minimizing your costs…maximize the probability of achieving your brand objectives
▪ learn what makes each touchpoint unique for your target, your brand and your objectives
▪ creative matters, now more than ever; make sure it’s great!
▪ the power of television is in its exceptional reach, attention and ability to build against all brand objectives
thank you
