Marketing Mix Evaluator GfK Media Efficiency Panel July … summary • The online element of the...
Transcript of Marketing Mix Evaluator GfK Media Efficiency Panel July … summary • The online element of the...
MEP commissioned to deliver cross media effectiveness
Project Objectives • Cross media effectiveness of the
Cadbury’s Chocolate Charmer Campaign and impact on short term sales (during campaign period and for 2 weeks following)
• Cross media campaign reach and incremental reach
• Uplift in sales as a result of campaign exposure
• Return on campaign investment
The only single source panel which can link offline sales to online and offline media exposure.
Offline Media
Online Media
Purchase Data
TV, Radio, Outdoor, Print
Surveys
Nurago LeoTrace
Delivers total online actvity
Scanned Purchased data
8,000 Households recruited to MEP
MEP
Research Design
Pre Campaign sales Campaign Post Campaign Sales 1st October 2009
9th April – 30th May 14th June
Cinema Survey based
TV Measurement Based on the survey data, calibrated to BARB
Online Measurement Nurago LeoTrace software captured exposure to the
campaign with tagging
Purchaser, demographic and in store promotion
Measurement Period D
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Definition of Ad Exposure and Purchase
• Television Ad Exposure: The panellist was assigned a probability, based on media consumption habits, to be viewing a programme in which the advertising was shown- exposure is assumed.
• Online Ad Exposure : An advertisement was downloaded by the panellist’s browser while they were online. Exposure is known. In home internet usage only.
• Purchase act : A panellist has registered a product brought into the home using their home scanner. The purchase is definite, however it is possible that impulse purchases consumed out of the home have not been registered.
Executive summary
• The online element of the campaign (in particular YouTube promoted video) delivers Cadbury a significantly higher return on investment compared to TV
• Given such an established brand the campaign as a whole has been successful in driving 3.5% of sales. Online budgets have worked the hardest in driving incremental sales, providing a more focused and targeted approach
• The campaign has been effective for the Cadbury brand overall as well as for driving Cadbury Dairy Milk sales
• Target group (15-34) show an even better response to the online campaign displayed by a higher uplift in sales
• Overall confirmation of an effective and efficient media mix. Valuable incremental reach and exclusive reach achieved by all aspects of the online campaign and particularly with YouTube
Online, particularly YouTube,was an effective medium for targeting 15-34’s who were less likely to be exposed to TV ads.
Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
4.1 | 3.9 3.6 | 3.7 10.7 | 11.8 2.2 | 2.4
Average frequency over the campaign period
Gross Campaign Reach and Frequency
Within YouTube, Promoted Video achieved highest reach
Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
4 | 4 3 | 3 11 | 12 2 | 2 2 | 2 7 | 8
Average frequency over the campaign period
Gross Campaign Reach and Frequency
Over 7 times as much reach can be achieved per pound spent online vs. TV
Index of reach point achieved per £1 investment Base of TV
Source: UK Media Efficiency Panel 2010 Source: UK Media Efficiency Panel 2010 Sample : 5,184 households Spend data for cinema and televison: Billetts Media Monitoring. Spend data for online : Provided by PHD Media.
The incremental reach of online was significant- two thirds of those reached online were exclusive
TV-campaign reach: 57.7%
62.8% of all online contacts had no TV contact.
Online delivered 19.3% incremental reach.
46.2% 11.5% 19.3%
Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597
Reach of Television and Online Total Audience
TV-campaign reach: 57.7%
31.4% 14.7% 33.2%
69.3% of all online contacts had no TV contact.
Online delivered 33.2% incremental reach.
Reach of Television and Online 15-34
YouTube’s audience is 2/3 exclusive. 15.9% incremental reach was gained by using YouTube in the campaign.
63.5% of all YouTube PV contacts had no
TV contact (15-34: 68.8%)
14.5% incremental reach. (15-34: 21.3%)
Reach of Television and YouTube Promoted Video
TV-campaign reach: 57.7%
49.4% 8.3% 14.5%
56.3% of all YouTube HPTO contacts had
no TV contact (15-34: 62.7%)
3.4% incremental reach. (15-34: 5.7%)
Reach of Television and YouTube Homepage Takeover
Source: UK Media Efficiency Panel 2010 Sample : YouTube Promoted Video- 1183, Facebook- 376, AdWords- 100, YouTube HPTO- 312 15-34 Sample : YouTube Promoted Video- 440, Facebook- 275, AdWords- 37,YouTube HPTO- 132
62.5% of all YouTube contacts had no TV
contact (15-34: 68.7%)
15.9% incremental reach. (15-34: 23.7%)
Reach of Television and YouTube (aggregate)
TV-campaign reach: 57.7%
55.1% 3.4% 2.6% TV-campaign reach: 57.7%
48.3% 9.4% 15.9%
Facebook also delivers incremental reach
68% of all FB contacts had no TV
contact (15-34: 72.5%)
4.9% incremental reach. (15-34: 14%)
Reach of Television and Facebook
58.6% of all Adwords contacts had no TV
contact (15-34: 68.5%)
1.1% incremental reach. (15-34: 1.8%*)
Reach of Television and Google AdWords
Source: UK Media Efficiency Panel 2010 Sample : YouTube Promoted Video- 1183, Facebook- 376, AdWords- 100, YouTube HPTO- 312 15-34 Sample : YouTube Promoted Video- 440, Facebook- 275, AdWords- 37,YouTube HPTO- 132 * Low sample- directional only
TV-campaign reach: 57.7%
55.3% 4.9% 2.4% TV-campaign reach: 57.7%
56.9% 1.1% 0.8%
Reach summary
• TV contributes substantial reach however the reach achieved online is highly cost efficient
• The majority of online reach is exclusive, most of the audience exposed online did not see the television ad
• YouTube provided the highest volume of incremental online reach for this campaign
• Facebook, although overall reach is lower, provided the highest proportion of exclusive audience i.e. Those that had no contact with the TV campaign
First contact with TV is more influential than online but sales impact of online increases with growing contact frequency
Sales Uplift by Campaign Placement
19% - - Benchmarking from 67 MEP studies in Germany, Uplift for First Contact only.
Source: UK Media Efficiency Panel 2010 TV- 1,401, Online- 347 (All YouTube and Facebook) , YouTube Promoted Video-250
4.1 5.6 3.4 Average frequency over the campaign period
15-34’s were more influenced by online than the total exposed audience
Sales Uplift by Campaign Placement
Persons 15-34
Source: UK Media Efficiency Panel 2010 TV- 171, Online (All YouTube and Facebook)- 103
3.9 7.6 Average delivered frequency
Online worked hardest in driving incremental sales, contributing 20% from only 7% of the budget
Source: UK Media Efficiency Panel 2010 TV- 1,401, Online- 347