EFFECTIVENESS IN CONTEXT - Screenforce · TV advertising Broadest Reach Most talked ... OOH Radio...
Transcript of EFFECTIVENESS IN CONTEXT - Screenforce · TV advertising Broadest Reach Most talked ... OOH Radio...
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EFFECTIVENESS
IN CONTEXTPRELIMINARY FINDINGS
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Sale
s u
plif
t o
ver
bas
e
TimeSource: Binet & Field 2013
There are two kinds of marketing
Sales activationShort term sales uplifts
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Sale
s u
plif
t o
ver
bas
e
TimeSource: Binet & Field 2013
There are two kinds of marketing
Sales activationShort term sales uplifts
Brand buildingLong term sales & profit
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You need both, in balance
0,0
0,2
0,4
0,6
0,8
1,0
1,2
1,4
1,6
<50% 50-70% >70%
Nu
mb
er
of
very
la
rge
bu
sin
ess
eff
ect
s
% of budget allocated to brand building
Source: IPA Databank, 2014-16 cases
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TV is the best brand mediumBrand activity
Reach
Fame
Emotion
TV advertising
Broadest Reach
Most talked about
High Emotion
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“But the rules have changed”
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“Consumers are more rational now”
67% 71%
33% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Emotional Rational
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
Decision is primarily
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“Consumers do more research now”
55%
74%
45%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low High
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
Online research
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“The rules are different for online brands”
55%
74%
45%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Offline Online
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
Primary distribution channel
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“Subscription models change everything”
57%
74%
43%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Repeat purchase model Subscription model
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
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“Innovators don’t need to advertise”
61%72%
39%28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No innovation Any innovation
% C
om
mu
nic
atio
ns
bu
dge
t
% Actvation
% Brand
Source: IPA Databank, 1998-2016 for-profit cases
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“Loyalty marketing is more efficient”
0,0%
0,2%
0,4%
0,6%
0,8%
1,0%
1,2%
1,4%
1,6%
1,8%
2,0%
Loyalty strategy Acquisition strategy Reach strategy
An
nu
al
mk
t. s
ha
re g
row
th
Base: 2008-16 IPA cases
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MessagingShopping/transacting
Online video
Broadcast TV
Other onlineNewsbrands
Search
0
10
20
30
40
50
60
70
80
90
100
0,00 1,00 2,00 3,00 4,00 5,00 6,00
Wee
kly
Rea
ch (
% A
du
lts)
Average Hours Per Day (Across All Adults)
OOH
Radio
Social networkingTexting
Internet for work
Cinema
Subscriber VoD
Source: IPA Touchpoints 2016
“Nobody watches TV now”
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MessagingShopping/transacting
Online video
Broadcast TV
Other onlineNewsbrands
Search
The Media Landscape in 2016
0
10
20
30
40
50
60
70
80
90
100
0,00 1,00 2,00 3,00 4,00 5,00 6,00
Wee
kly
Rea
ch (
% A
du
lts)
Average Hours Per Day (Across All Adults)
OOH
Radio
Social networkingTexting
Internet for work
Cinema
Subscriber VoD
The Media Landscape in 2017
Source: IPA Touchpoints
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“Mass media are becoming less effective”
27%
22%
13% 14%
40%
27%
22%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
TV Press Radio Outdoor
% in
cre
ase
in a
vg. n
o. V
L b
usi
ne
ss e
ffe
cts
fro
m a
dd
ing
Web 1.0 (1998 - 2006) Web 2.0 (2008* - 2016)Source: IPA Databank*Outdoor = 2012 - 2016
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“But what about tech firms?”
£130.000.000
£140.000.000
£150.000.000
£160.000.000
£170.000.000
£180.000.000
£190.000.000
£200.000.000
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
2013 2014 2015 2016 2017
Au
dit
ed
ad
spe
nd
(UK
)
Year ending
Major tech firms spend on traditional ad media
Source: NielsenBrands: Amazon, Google, Apple, Facebook, Twitter, AirBnB, Uber, Spotify
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Mass marketing is alive and well
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EFFECTIVENESS
IN CONTEXTPUBLISHED 9th OCTOBER 2018