Date post: | 01-Nov-2014 |
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TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
BETTER TOGETHER?
TV + ONLINE VIDEO
Chaired by Guy Phillipson, Chairman IAB Europe
PAU CASALS, 12.15pm – 13.15pm
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
A bit of background…
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Pan Euro & TV and Online
Consumption
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Mediascope Europe 2010
Pan-European ResultsMedia by Day Part
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
MEDIASCOPE EUROPE 2010: EUROPEAN MEDIA USE
THROUGHOUT THE DAY
Q1b/2b. What times of the day do you typically…during week?
50%45%54%
84%
22%
39%
68%
73%
27%
71%
66%
25%
Watch TV Use the Internet via PC or laptop Use the internet via mobile or PDA
06:00 10:00to 10:00 17:30to 17:30 21:00to 21:00 06:00to
[Base: All Europeans across 15 markets covered using each type of media]
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Headlines from Landmark
IAB/Thinkbox research
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
61% Online while watching TV
47
143
36
Don't Everyday
Second most popular
activity after eating
while watching TV!
WeeklyLess often
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Autos Finance FMCG
Campaigns: Auto, Finance and Packaged goods
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Headline Finding
When TV and Online ads were used together, the average uplift across all brand metrics for all tested categories was;
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
FOR ALL CATEGORIES ACROSS SOFTER METRICS
Significantly higher levels of agreement with brand metrics, amongst those who
have seen TV and online advertising
32
43
71
46
60
79
18
30
57
Finance category average Car category average FMCG category average
Seen TV only or Online only Seen Both Seen Neither TV nor Online
Base : 25-54 Responsible for insurance/credit cards (1,002)
% Agree ‘I feel I know this brand really well’
Uplift among
those exposed
to both TV +
Online :
+17%
points
+8%
points
+14%
points
= Significantly
higher
= Significantly different
to group who’ve seen
neither TV nor Online
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
25 25
69
4551
77
19 18
56
Finance category average Car category average FMCG category average
Seen TV only or Online only Seen Both Seen Neither TV nor Online
Base : 16-34 ads main shoppers (1,004)
% Agree: ‘I am likely to buy/use this brand in the future’
+26%
points
Uplift among
those exposed
to both TV +
Online :
+20%
points
+8%
points
= Significantly different to
group who’ve seen neither
TV nor Online
= Significantly
higher
AS WELL AS HARDER METRICS SUCH AS PURCHASE
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
37
4953
65
29
39
FMCG category average Cadbury Creme Egg
Seen TV only or Online only Seen Both Seen Neither TV nor Online
FMCG: PURCHASE FREQUENCY RAISED CONSIDERABLY
Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24
Uplift among those
exposed to both
TV + Online : +16%
points
+16%
points
= Significantly
different to group
who’ve seen neither
TV nor Online
= Significantly
higher
% Agree: ‘I am likely to purchase more frequently’
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
THAT WAS THEN…NOW WELCOME OUR PANEL
- Laurent Delaporte - V P of Microsoft Advertising, EMEA
- Phil Macauley - MD, Quantcast
- Anthony Rhind - Co-Chief Executive Officer, Havas Digital
- Steve Brown - Sales Director, Yahoo!
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Why is TV and online such a
potent combination?
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
VOD and Beyond
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Measuring Success: What tools
are we using now?
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Consumer Connect in a nutshell
TARGET most relevant
consumers basedon purchase history
MEASUREsales impact on advertised brand
using actual sales data
#1 #2
The Results in the UK so far
CONFECTIONARY
PERSONAL CARE (x3)
ALCOHOL
CARBONATED BEVS
HOUSEHOLD GOODS
DRINKS
7 Categories so far…
+41%sales difference(average first 9 campaigns)
Exposed Control
2.93 ROI
spent on media return in salesDAIRY PRODUCTS
OUR FIRST UK CASE STUDY
OBJECTIVEIn a highly competitive seasonal
environment, Cadbury wanted to
drive sales of their Creme Egg
product
TARGETBuyers of Creme Egg products in
the previous Easter season as well
as buyers of seasonal competitive
chocolate egg products
MEDIA15 million impressions
+51%sales difference
3.23 ROI
TiVo® PowerWatch™ for Quantcast
© Quantcast 2010. Confidential. 21
• Overlap and the combinedreach and frequency of yourcontent and advertising
• Downstream behavior and theextent to which TV advertisingexposure drives subsequentInternet activity such as paidsearch site visits and purchases TV Universe
TiVo® Panel
Quantcast sees
entire InternetCross-Media Analysis & Reporting
TiVo® Research Product powered by Quantcast offers insight into:
Credit Card Advertiser Site Visitors– Program Affinity
22
Advertised in column shows where the potential opportunities are for TV ad placements
Unduplicated Reach Cumulative
23
Most effective channel driving credit card applications
24
• TV & Web combined drives the most Approved Applications • TV Only group provides broad reach • Web Only group is good at driving site traffic
Compared to audience exposed to TV ads only x 5.7 Site Eventsx 3.7 Completed Applicationsx 2.5 Approved Applications
Compared to audience exposed to TV ads only x 4.7 Site Eventsx 5 Completed Applicationsx 3.9 Approved Applications
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
And what's coming?
TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA
Thank you!