HOW TO DELIVER ONLINE MEDIA EFFICIENCY FOR BRANDING CAMPAIGNS 1
Online media has drastically changed since the 1 st ad Creative in premium environment – Digital also provide the right environment and creative flexibility for branding purpose 2
The industry evolved to a more tailored, impactful and creative communication Social messenger app communication Sharing Lunar New Year Distribution of the greeting cards; Photos and video on social voice messages platforms 3
Planning in a context of de-multiplied touch points 4
Efficiency framework for branding campaigns BRAND EXPERIENCE MEDIA IMPACT SELECT THE MOST DELIVER ON THE RIGHT INFLUENTIAL TOUCH POINTS MEDIA KPIS DIFFERENTIATE CATEGORY CONTROL MEDIA DELIVERY USERS VS. NON USERS 5
Brand experience correlates with market share Market Share v Brand Experience Share Average correlation across all Touchpoints projects = 86% 40% Brand Experience Share 35% 30% 25% 20% 15% 10% 5% 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% Market Share
Influence and brand recall at the heart of media planning TOUCHPOINT BRAND RECALL INFLUENCE IN EACH TOUCHPOINT Relative influence of each % recall of each brand in each touch point on purchasing touchpoint Non-Buyers Buyers Interviews with c. 1,000 active category consumers per project 7
Where and to Who is critical to maximize impact TV ads Online Video Packaging Display adversting Coupons Word of Mouth Higher How and where we communicate to Level of current non-buyers may be vastly different Brand compared with current buyers Experience NON-BUYERS BUYERS Rejecters Considerer Preferrer Loyal 8
Deliver on the right online media efficiency KPIs IMPRESSIONS AND CLICKS DO NOT SUFFICE TO ASSESS THE MEDIA EFFECTIVENESS OF A BRANDING CAMPAIGN PUBLISHERS BRAND/AGENCIES From Impressions/Clicks Add/Sale inventory with 100% to Reach and Frequency viewability billing guaranteed 9
For branding campaigns, media impact equals reach & frequency OPTIMAL CAMPAIGN REPETITION BETWEEN 4 TO 7 FOR AWARENESS OBJECTIVE Source: IAB 10
Display advertising moving to programmatic in APAC 2014 ¼ total display spend (US$ 237M) Vietnam Philippines 2% 3% Hong Kong 14% Korea 15% Taiwan 30% penetration by 2018 (MY & SG) 6% Indonesia 11% Singapore 18% Significant in all markets to justify global programmatic Thailand 10% Malaysia companies setting up 21% Source: Brandscreen, Real time media, E-marketer ,2014 11
Leverage programmatic for greater in-target impact Premium Marketplaces Biddable platforms with Publisher Direct through trading desk audience targeting 12
Benchmarking: Reaching 100% in-target is not realistic Mobile Sharing by Region, Market and Demographics Source: Comscore Ad analytics best practices APAC 2015, Global Web Index – Mobile device Q3 2014 13
Viewabilityas a control metric to ensure maximum impact 14
Higher level of viewabilityimplies greater interaction x3.6 X14.5 Source: Sizmek Viewability Benchmark 2015 15
Benchmarking: Viewabilitythreshold at 54.7% in APAC (desktop) Reaching 100% in-view is not realistic Source: Comscore Ad analytics best practices APAC 2015, Sizmek Viewability Benchmark 2015 16
Key Takeouts INFLUENCE TOUCHPOINT SELECTION FOR MEDIA A PLANNING IMPACT IN TARGET REACH AND FREQUENCY FOR MEDIA B DELIVERY IMPACT C VIEWABILITY AS MEDIA DELIVERY CONTROL 17
OPTMIZE IMPACT THROUGH CHANNEL PLANNING 18
Omnichannelplanning: Link all selected touch points to deliver seamless brand experience Campaign Platform Define Role and KPIs of each Touch point 19
Omni channel: reinforce specific touchpointsbased on consumer upcoming trends What percentage of purchases were driven by online influences? 50% 44% 45% 39% 40% 34% 35% 30% 27% 30% 22% 25% 18% 20% 15% 11% 10% 13% of offline luxury sales 5% 0% influenced another 28% of sales Hong Kong Malaysia Singapore Taiwan Online influenced purchase Online did not influence purchase Sources: McKinsey, Digital Luxury Experience 2013, Global Web Index Webrooming vs Showrooming Q1 2015 Consumer barometer HK; MY; SG; TW; [25 to 34 years, 35 to 44 years, 45 to 54 years, 55 and over]; High Income 20
Challenge creative execution to ensure a synergy between media and creative Allow experience sharing Enhance user brand experience on social media v 21
Re-contact based on interest Jan Feb March Branding Campaign Product campaign Recontact engaged users from KOLs’ Outreach branding campaign Display Banners Display banner PR release Video Pre roll SEM E-mailing Campaign Platform Blogs Display Audience pool creation based on consumer intent (watched a video, went on the website, 22 interacted with social media) 22
Re-contact based on Search Intent (China) Search Based OTV Search Based Display Display Both PC & Mobile Branding Branding campaign campaign Keywords Keywords 23
To remember for next branding campaign planning INVESTING IN PLANNING TOOLS RESEARCH WILL A DELIVER GREATER ROI SET THE RIGHT KPIs AND CONTROL METRICS TO B ENSURE MAXIMUM MEDIA IMPACT LINK TOUCHPOINT THROUGH CAMPAIGN MAPPING C AND CREATIVE EXECUTION 24
THANK YOU 25
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