Lance  Brothers  December  2015  

SAFETY  CONSIDERATIONS  FOR  AN  ALL-­‐DIGITAL  AD  STRATEGY  

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2014  The

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BE  AWARE  OF  THE  ELEVATION  

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Can  your  digital  plan  achieve  TV-­‐like  reach?  

Nielsen  studies  show  even  the  best  digital  plans  struggle  to  

exceed  60%  reach.  

Give  up  reach,  give  up  sales.  

UNDUPLICATED  TV  REACH  CAN  BE  

~90%  

How  talented  is  your  digital  creaKve  agency?  

WORK  WITH  A  GOOD  INSTRUCTOR  

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Digital  provides  more  creaKve  opKons  than  TV,  but  newer  opKons  typically  come  with  less  confidence.  

MAKE  SURE  YOUR    EQUIPMENT    IS  CUSTOM  FITTED  

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How  important  is  video  to  your  markeKng  efforts?  

Online  video  is  generally  more  expensive  than  TV  on  a  cost-­‐per-­‐thousand  basis.    

Copyrig

ht  ©

2014  The

 Nielse

n  Co

mpany.  Con

fiden

Kal  and

 proprietary.  

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WEAR  A  HELMET  –  ACCIDENTS  ARE  BOUND  TO  HAPPEN  

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Will  your  digital  ads  actually  be  delivered  to  this  audience?  

Only  ~60%  of  digital  impressions  reach  intended  demos.  

Only  ~40%  are  on  target  for  narrowly  defined  age  groups.  

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Can  you  effecKvely  find  your  ideal  audience?  

KNOW  WHICH  SLOPES  TO  TAKE    

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Digital  offers  big  advantages  in  buying  audiences  based  on  almost  any  variable.  

WEAR  GOGGLES  FOR  VISIBILITY  

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Will  your  digital  ads  be  viewable?  

Generally,  >50%  of  digital  ad  impressions  are  served  out  of  view  or  to  bots.  

Copyrig

ht  ©

2014  The

 Nielse

n  Co

mpany.  Con

fiden

Kal  and

 proprietary.  

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RESPECT  YOUR  LIMITS  

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Will  giving  up  cross-­‐pla^orm  exposure  affect  ad  performance?  

Cross-­‐pla^orm  exposure  drives  greatest  brand  li_,  even  when  

adjusted  for  frequency.    

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Will  your  digital  ads  be  as  effecKve  as  TV  ads?  

CAREFULLY  PLAN  HOW  TO  MAXIMIZE  YOUR  TIME  ON  THE  SLOPES  

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Display  ads  are  generally  less  effecKve  than  TV  spots  in  driving  brand  li_.    

However,  online  video  ads  are  typically  more  effecKve  than  linear  TV.  

SKI  WITH  A  BUDDY    AND  CHECK  IN  REGULARLY  

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Can  you  opKmize  digital  plans  in-­‐flight?  

Brands  opKmizing  in-­‐flight  rouKnely  improve  digital  ad  

performance  by  as  much  as  30%.    

Copyrig

ht  ©

2014  The

 Nielse

n  Co

mpany.  Con

fiden

Kal  and

 proprietary.  

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The  fundamentals  of  adverKsing  success  don’t  change,  whatever  the  medium.    

•  Reach  the  right  audience  •  Generate  brand  li_  with  messages  that  resonate  •  Drive  consumer  reacEon  

How  do  your  answers  affect  your  expectaEons  of  a  posiEve  ROI  

an  all-­‐digital  campaign?  

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What’s  the  cost  impact  of  moving  all  digital?  

STAY  ON  YOUR  TRAIL  

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Online  video  generally  costs  more  than  TV  and  display  less.    

ProgrammaKc  and  real-­‐Kme  bidding  capabiliKes  provide  more  price  control.