Insights from the Cutting Edge of Digital - Stephen DiMarco and George Pappachen

Insights from the Cutting Edge of Digital

Stephen DiMarco CEO, MB Digital,Milward Brown

@sdimarco

George Pappachen Executive Vice President

Global Strategy, WPP@GPappachen

Digital Media Trends

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Getting DigitalRight study, 2015.

Many potential touchpointsNo single path to purchase

Difficult to quantify impact

Marketing state of the union

Marketing execution – the right questions

What questions should I be asking?

What are the relevant creative messages? Who is the

target audience?

Where did the ad appear?

How much was spent to place it?

Who saw the message?

What did they do about it?

What is the consumer’s media journey?

Advertising IntelligenceAudience

Intelligence

Earned Media Intelligence

Consumer Intelligence

Advertising Intelligence

Media Intelligence

Targeting audiences online


A TV provider was looking to target existing customers with an offer promoting the ability to watch different channels, in different rooms, on different devices.

Create an audience of existing subscribers who watched TV across multiple devices.

We refined the target by including those who definitely agreed that ‘PVR technology has changed the way I watch TV’ indicating an interest in TV tech developments

Average video viewing time across the target segment was 33% longer than the campaign average.

The audience was more engaged as a rich target definition meant we were hitting the right people, with the message, efficiently.

Challenge

What we did

Result


Utilize large scale on/offline database target respondents

are matched to online cookies and

‘look-alike’ audiences are

modelled

Panelists are matched to

a provider’s database using name, address,

email & more

seed respondents Look-alike targets

made available to ad-serving platforms

2nd screen Ad Targeting

An advertiser was looking to conquest by delivering ads on the second screen in direct competition with the competition's TV ads.

The advertiser’s trading platform used real-time ad occurrence data feed to optimize messaging during the campaign.

This enabled the advertiser to target online ads within the same time period of competitive ads running on TV.

The real-time ad occurrence feed provided a correlation for more precise targeting on the 2nd screen.

This capability can be applied to both competitive conquesting and continued message.

Challenge

What we did

Result

2nd screen Ad Targeting using real-time ad occurrences

Share-of-voice Ad Targeting

ChallengeAn advertiser was looking to combat against ‘brand clutter’ and identify online white-space opportunities for uniqueness of message.

What we didIdentify concentrations of ads from the same vertical as well as from competitive brands.

The advertiser was then able to target sites the target was visiting where there were fewer competitive ads.

ResultUsing ads data, the advertiser gained an ability to employ a more strategic approach.

With this information in-hand, the advertiser identified and served ads that commanded a higher share-of-voice of message to the target audience.

Share-of-voice Ad Targeting

Competitor Brands Websites Ad Activity

Opportunity Zones

ModerateClutter

HighClutter

ZeroClutter

Very HighClutter

LowClutter

Ad Spend and Impressions Data

Reaching the Dynamic Consumer in an Evolving Digital Landscape

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.

Understanding the consumer journeyDEMOGRAPHICSGEOGRAPHICS

PSYCHOGRAPHICS

Relationship with

CATEGORY

BRAND

TOUCHPOINTS

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.

Category influences time investmentLENGTH OF PURCHASE JOURNEY

Number of days from start of journey to purchase for each category

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Getting Audiences Right study, 2015.

Laptop/PC usage goes up with task length

0-5 minutes 5-10 minutes 10-20 minutes 20-60 minutes More than one hour0%

20%

40%

60%

Device Preference for Various Task Lengths%

of R

espo

nden

ts

LAPTOP / PCSMARTPHONE TABLET

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Compete Clickstream panel; laptop/desktop unique visitors.

Higher Education drives high visitation

Higher Education Wireless Carriers Automotive Manufacturers Banking Consumer Electronics0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

Average Monthly UVs (laptop/PC)

4Q14 1Q15 2Q15

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Compete Clickstream panel; top sites for Higher Education behavioral segment (includes Colleges & Universities, Financial Aid, Online Courses, Student Resources.

Higher Education receives higher engagement

Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-150.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

Time Spent per UV (min)

Higher Education Wireless Carriers Automotive Banking Consumer Electronics

(c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Compete Clickstream panel; top sites for Higher Education behavioral segment (includes Colleges & Universities, Financial Aid, Online Courses, Student Resources.

Top 10 Sites Higher Education sites

1.

2.

3.

4.

5.

6.

7.

8.

9.

10. Aug2015

Optimize through better measurement

The ABC’S help marketers uncover insights

Maximize reach, frequency, & viewable brand impact to targets

Audience Insights

Impact of campaigns on attitudes and brand lift measures

Brand Lift

Demonstrate how marketing contributes to sales/application

Sales Outcomes

Analyze actual online behavior and the impact of exposure

Consumer Behavior Impact

Total U.S. Adults 25-54 Site A Campaign Delivery Adults 25-54

Targeting Efficiency

Audience Effect – Target Consumers ReachedThe campaign reached 2MM target consumers at a cost per target of $0.05. This translates into roughly 19 target consumers gained per dollar spent. The campaign successfully delivered significant targeting and audience scale.

Percent Difference: +5.0%

Incremental Target Consumers:(Incremental Efficiency*Reach)0.025 * 3,823,480= + 95,587

Total Target Consumers:(Efficiency*Reach)

0.53 * 3,823,480= +2,026,444

Return Objective Target Consumers

Cost per Consumer* A-Effect **

Audience 2,026,444$0.05 spent

per target consumer

19 target consumers per $ spent

+2.5%

Brand Effect – Aided Brand AwarenessThe campaign drove a 7.4% point increase in Aided Awareness. This translates to an incremental 283K consumers that became aware of Brand X. This cost $0.37 per consumer, meaning about 3 consumers gained per dollar spent.

Percent Difference: +10.1%Significance Level: 83%

Incremental Aware Consumers:(Incremental Awareness*Reach)

0.07 * 3,823,480 = +282,938

Return Objective Campaign Impact

Cost per Consumer* B-Effect **

Brand 282,938$0.37 spent

per target consumer

2.7 target consumers

per $ spent

+7.4%

Non-Exposed Exposed

Aided Brand Awareness(consumers aware of Brand X when prompted)

Consumer Behavior Effect – Brand VisitsWith a +13% increase in brand visits observed over the campaign +4 week period, an incremental 459K consumers went on to the brand site.

5.13%

17.94%

Control Exposed

+13%

Percent Difference: +13%Significance Level: 90%

Incremental Visitation:(Incremental Visitation*Reach)0.13 * 3,823,480 = +458,818


Cost per Consumer* C-Effect **

Consumer Behavior 458,818

$0.23 spentper target consumer

4.3 consumers per $ spent

Branded Visitation Activity(Rate of brand visit lift for exposed vs. control)

Non-Exposed Exposed

8.3%

8.7%

Penetration

Sales Effect - PenetrationThe campaign drove a 0.4% point increase in Penetration for Brand X. This translates to an incremental 15K consumers that became purchasers. Given the campaign investment of $105,503, this cost $6.90 per consumer.

Percent Difference: +.4%Significance Level: 73%

Total Incremental Penetration:(Incremental Pen*Reach)

0.004* 3,823,480= +15,294


Cost per Consumer* S-Effect **

Sales +15,294 consumers

$6.90 spentper consumer

0.14 consumers per $ spent

+0.4%

Measurable returns at every funnel levelHolistic programs not only explore the individual measurement elements, but combine them to tell a complete story and achieve maximum results.

Total ROI Objective KPI’s Campaign Impact

Cost Per Consumer*

Consumers per Dollar Spent

Targeting Efficiency

+2,026,444 consumers $0.05 19.2

Aided Brand Awareness

+282,938 consumers $0.37 2.7

Brand Visits + 458,818consumers $0.23 4.3

Penetration +15,294 consumers $6.90 0.14

Incremental Sales $726,461 = $6.89 per $ spent on advertising **Advertising Spend ($105,503)

What does this mean for Marketers?

[email protected] Pappachen Stephen DiMarco

[email protected]