Improve the Ad Experience for Buyers and Brands Media Webinar... · 2019-01-07 · paid, owned and...

Improve the Ad Experience for Buyers and BrandsIRI Webinar

July 11, 2017

© 2017 Information Resources Inc. (IRI). Confidential and Proprietary. 2

Jennifer Pelino Vice President, Omni Channel MediaIRI

Welcome and Thank You for Your Participation

• Marketing and brand strategist working with CPGs in the paid, owned and earned media space

• Leads target audience planning and measurement to help brands better optimize their media spend

• Background includes expertise across diverse critical functions, including brand management, global advertising strategy / planning / measurement, shopper marketing, insights, promotions, general management and operations

• Graduate of Northwestern’s Kellogg School of Management


Discover how to connect online and offline behavior to quantify the ROAS of programs and understand who is driving impact.

Learn techniques for identifying and understanding the most relative customers, and how to execute customized strategies to retain and increase brand spend.

Understand the correlation between engagement and in-store spend in order to focus on the actions that matter.

Explore how to dig deep into consumer advertising action plans to attribute and pinpoint the right communications to the right consumer group and apply early optimization efforts.

In This Session…


SpecialtyStations

Social/Digital

Location Data

QSR/LSR

DeliveryE-comm

ClickPick Up

1:1 Personalization

There is a Very Complex Journey That Consumers Take;It is Impacting How They Plan, Shop and Consume


Causing Consumer Tune Out to be Higher Than Ever as Advertising Experiences Rarely Match True Consumer Needs and Preferences

Relevance is the #1 driver of ad receptiveness

56% of display ad impressions are never seen by consumers

Consumers are Unhappy and Ad Dollars are Wasted


We’re in the Selfie Generation Where Individuality Rules… Putting our Lives on Display Drives the Need to Ensure Your Unique “Brand”

No one’s the same, messages shouldn’t be the same

The fact is, one size fits all is dead

© 2017 Information Resources Inc. (IRI). Confidential and Proprietary. 7© 2017 Information Resources Inc. (IRI). Confidential and Proprietary. 7

“Amazon’s real target isn’t Whole Foods.

It’s everything you buy.” - BloombergView

“With the Whole Foods purchase, Amazon just bought

a playground for big data.” - Entrepreneur

And, of Course, the Latest Merging of Assets, Where the Buying of aConsumer (Data Assets) is More Important Than the Actual Retailer


Manufacturers are Struggling to Keep Ahead with Current Open Architecture and are Tapping Diversification and Targeted Opportunities

Increasing Innovation and Personalization

Acquiring Smaller Innovative Brands with a Unique Market


Companies and Brands Must Evolve Faster Than Ever Before to Win in This Complex Environment

01 | Everything Will Become Dynamic and Real TimeDevelop on-demand analytics with real-time optimization

02 | 360º View of Consumers is NormalNeed the largest, most complete and representative consumer dataset

03 | Unprecedented Hyper-Accurate and Advanced Predictive AnalyticsInvest in advanced modeling framework and data infrastructure

04 | Execute Optimized Media PlansEnsure consistency across paid,owned and earned channels

03ANALYTICS


Those Who are Winning are Focused on Personalization


Personalization is a Huge Opportunity, and Brands are Winning by Addressing the Who and How for Smaller Cohort Group Needs

Personalized for Lifestyle, Skin Type, Flavor Trends, Diet Restrictions


Garnier SkinActive

Increased Loyalty5% Trial / 32% Repeat

Higher Brand Affinity80% Positive Sentiment

Deeper Engagement22.4% Average Quarterly Growth

1,655

5,113 5,256

3,619

6,172

Q4 2015

Q1 2016 Q2 2016

Q3 2016

Q4 2016Social Mentions(millions)

Brands That Are Also Offering a More Personalized Experience Are Driving Relationships, Becoming More Loyal and Increasing Sales


Marketers Are at a Cross-Roads Trying to Make Sense of All the Data, Technology and Advertising Formats to Reach Their Right Consumers

How do I maximize campaign

effectiveness?

How do I optimize and

reallocate spend during my in-flight campaigns?

Which networks, day parts, series,

publishes, etc. reach highest propensity

buyers?What is the

best audience for my brand?


Introducing the IRI Personalization Suite Powered by IRI Liquid Data

Shopper • Audiences • Lift

Continuous closed-loop process enables ongoing refinement and learning


INSIGHTS PLAN TARGET ACTIVATE MEASURE OPTIMIZE

Understand the true impact on sales by brand,

channel and message

Accurately find the exact target and reach that exact audience

in each channel message

Addressing Personalization Appropriately Requires Rigor at Every Step


Understanding Shopper Loyalty from a 360º View


Denise loves coffee

She frequently buys K-Cups and specialty coffee

She buys spicy products and organic milk

She shops weekly

The majority of her online browsing occurs on mobile

The temperature just fell to 50°Purchase

behavior

Format

Channel

Promos

Loyalty

Pricing

Recency

Frequency

Causalvariables

Events

Gas

Weather

Inflation

Employment

Health

Mediaexposure

Social

MobileContext

Online

In-Store

Clickstream

Brand

Lifestyle

Geography

Age

Gender

Ethnicity

Children

Interests

Providing Consumers with Personalized Messages Requires 1:1 Insights

Engage Denise With a Promotion for Pumpkin Spice Fair Trade Coffee K-Cups on Her Smartphone When She is Shopping


1.5x more likely to buy salty snacks

2x more likely to buy non-chocolate

Source: IRI ShopperSights 6.5 | Target HH 200k+ | IRI ShopperSights Consumer Network Panel, DMAs

• 36-65 years• 2 children• Caucasian with AA skew

Finding the Right Households to Target and Activate is aCritical Step for Personalizing Assortment and/or Messaging

Target Households: 21%Product Volume: 26%

• 36-65 years• 1 child

Target Households: 19%Product Volume: 25%

© 2017 Information Resources Inc. (IRI). Confidential and Proprietary. 19Source: IRI ShopperSights Consumer Network Panel

Understanding Consumer Media Preferences Are Insights That Help Planning; Reaching the Consumer at the Right Place

Websites

Magazines

Cable Networks

Websites

Magazines

Cable Networks


Acquire consumers by targeting verified medium and heavy known category buyers and

lapsed brand buyers.

ACQUIRE

Target verified light and medium buyers of your brand

to increase loyalty.

BUILD LOYALTY

Target lapsed brand buyers and heavy category switchers to drive consumers back to your brand.

WIN BACK

Target high propensity buyers of your retailer of choice

to reach consumers most likely to shop at that store.

RETAIL

Target high propensity buyers of your competitors to increase penetration and grow share.

GROW SHARE

Increase trial for your new product by targeting category buyers and

verified brand buyers.

DRIVE TRIAL

Insights Plus a Defined Campaign Objective Is the First Step to Creating Personalized Audiences for Activation


Creating the Perfect Audience


Demographic

Life-stage data collected by the census

Contextual

Online behavior data (clicks, views) collected by

cookies

Behavioral

Purchase-Based

Purchase propensity

data collected by surveys,

search history, etc.

Household-level

transaction data collected

passively through

loyalty cards

Traditional Good Better Best

There Are Many Ways to Find Audiences; Purchase Behavior Has Proven Most Effective for Brand Growth

There is a Need to Ensure Reach for Efficiencies of Scale


Balancing Precision and Reach in Your Execution is Paramount


…and more!

All Outlet Comprehensive Sources Mean Unmatchable Breadth and Depth for Purchase-Level Audience Creation

All Channel Coverage: Grocery, Drug, Club, Mass, C-Store, Dollar, E-commerce

2 5 0 M I L L I O N L O Y A L T Y C A R D S


Unequaled Data Quality and a Compressive Partnership Network Allow for Granular Measurement at the HH Level

Technology PlatformData integrated and aligned across multiple dimensions

of brand, customer, segment, geography, channel,

store and time.





store, and time.

MEDIA DATA

Television35MM TV Households | 250+ Measured Networks | 210 Media Markets

MobileViewability Data | 125MM Device IDs

Devices100MM VOD TVs





store and time.

CAUSAL VARIABLES

In-Store Promoted Price | Displays | Merchandising Measures

1Weather and macro-economic data currently incorporated on a custom basis and in testing for standard use

Household Profile Household Size | Income | Children in HH

Macro-Economic1

Gas Prices | CPI | Unemployment

Retail ProfileRetailer | Location | Store Variables

Weather1

Temperature | Snowfall | Precipitation


IRI Verified and ProScores Enable Scalable AddressabilityBased On Products, Retailers and Lifestyles

IRI VerifiedAudience segments built from the

industry’s largest frequent shopper dataset of 250MM loyalty cards

IRI ProScores™

Audiences created using propensity to purchase scores for all 126MM U.S. households

Experian Variables Enable Demographic, Lifestyle and Motivation Overlays

“Heavy category buyers”“Lapsed brand buyers”“Recent brand buyers”

Product, Brand, Category“Shoppers with a high propensity to buy your product, category or brand”

Channel, Retailer, Store-Level“Grocery Shoppers,” “Walmart Shoppers,” “Shoppers in Particular Walmart Stores”


Coffee purchaser18MM households

Basket includes spicy flavors & organic milk20MM households

Custom audience3MM households

Prime time television viewer10MM households

K-Cup purchaser 9MM households

IRI Platforms Enable Audience Creation Across Disparate Data Sets, On-the-Fly to Reach the Highest Value Shoppers for Precise Activation and Retail Execution


Cold Cereal

Hot Cereal/Oatmeal

Bottled Sparkling Water

Peanut Butter

Canned Chili

Instant Oatmeal

IRI Analyzed Six Campaigns From Different Categories, Measuring the Impact of Both Strategies


Comparing Purchase-Based Options, Verified Audiences Outperformed ProScores Audiences on Sales Lift

925

127

430

1,563

102

100

100

100

100

100

100

VerifiedProScores

Indexed Sales Lift

2,537

ColdCereal

CannedChili

Bottled Sparkling

Water

Instant Oatmeal

Peanut Butter

Hot Cereal/Oatmeal


However, ProScores Audiences Had Better Reach

925

127

430

1,563

102

100

100

100

100

100

100

VerifiedProScores

Indexed Sales Lift

2,537

Reach

8x

3x

5x

7x

3x

8x

ColdCereal

CannedChili

Bottled Sparkling

Water

Instant Oatmeal

Peanut Butter

Hot Cereal/Oatmeal


When Looking at a Larger Reach Campaign, Combining Audiences Creates the Best Outcome

925

100

BackgroundLeading cold cereal brand wanted to measure digital media across audiences

Audiences• Verified buyers: lapsed, existing• ProScore Audience for brand

• Contextual targeting• Demographic targeting

Combined ResultsBy combining audiences, the client optimized lift and reach, producing better results than demographic and contextual

AnalysisVerified Audiences drove 9x the sales lift, while ProScores delivered 8x more reach

8x

Verified

ProScores

Increase in ROAS!4X

ColdCereal


Measuring the Impact at the Household Level


Hold Media Accountable with Lift, an Analytical Powerhouse for In-Flight Measurement and Optimization

WHAT IS IT? HOW CAN I USE IT?HOW DOES IT HELP?

IRI Lift is the Industry’s Leading-Edge Media Measurement

and Optimization Tool

• Granular: Utilizing proprietary uplift modeling with adjustments made for 20+ variables for up to 70% higher precision

• Accurate: Built upon a dynamic and interactive technology platform

• Speed: Decomposing results into drivers such as creative, publisher, ad type, etc. to inform in-flight optimization

Reads Within Weeks Identify Opportunities for Improved Efficiency and Effectiveness

+70% ROAS

ROAS w/o optimization

ROAS with Lift optimization

Improvement ranges from 30-70%

New Product Launch

Cross-Channel Measurement

Audience Refinement

Creative Testing

In-Flight ROAS Optimization


IRI Lift Measurement Insights Empower Marketers to Make Strategic, Optimal Media Decisions

+5% +3% +2%

TV Display OLV

BY CHANNEL

+4% +2% +2%Google Yahoo AOL

BY WEBSITE / NETWORK

Coupon Taste Value

+3% -2% +2%

BY CREATIVE

-2% +4% +3%

Demo Lapsed Brand Heavy Category

BY AUDIENCE

17% 18%20%

HH PENETRATION

2.7 3.1 3.5

PURCHASE OCCASIONS

Control Exposed Optimized

$3.22$3.50

$3.80

SPEND / OCCASION

+20%

+60%

Control Exposed Optimized

Sample CampaignInvestment: $530,000

Impressions: 31,200,000

$1.4M $1.7M $2.2M


Target Frequency Creative Ad SizeAd Type

Demos, purchase

behavior, etc.

Call to action, promotion,

etc.

Duration, length and width, etc.

Video, static, dynamic, etc.

# exposures per HH per

week

Channel

TV, digital, mobile, print,

radio, etc.

Who? How often?Where? With what?

Also available: Network, Publisher, Program, Site, etc.

Granular Campaign Measurement and Optimization Can be Achieved Across Several Key Variables


Key Questions are Answered About Campaign Attributions, Allowing for Real Time Re-Directing to Enhance Performance

WHAT

WHERE

HOW

WHO

2.0%

1.0%

2.0% 2.0%

Total Uplift Women 18-34years-old

Lapsed BrandBuyers

Heavy BrandBuyers

% $ Uplift by Audience Cell

$0.50$1.60 $1.75

$2.95

Mobile +Online Video

Mobile +In-Store Display

Online Video +In-Store Display

All Three Channels

$ Uplift by Channel Combinations

Multichannel Synergy

5.0%7.0%

2.0%1.0%

Total Uplift Coupon Creative "Try It" Creative Flavor Creative

% $ Uplift by Creative

HH Frequency

Incr. Sales

Cost Frequency Optimization Point

Reach the right audience, gain efficiencies and drive sales

Find the optimal frequency to achieve your campaign objectives and minimize cost

Understand individual channel performance and multichannel synergy

Strategize creative execution by target and channel to drive brand growth

TARGET CHANNEL

FREQUENCY CREATIVE


Marie’s Dress for Success Campaign Was Activated to Drive the Brand Restage

Communicate that Marie’s uses real premium ingredients. Drive awareness around fresh new packaging and new vinaigrettes.

Drive unit sales performance.

BUSINESS OBJECTIVE

• 20 week campaign• :15 and :30 video, display banners• Test TV in local select markets • Print

ACTIVATION STRATEGY

They are “kitchen artists” who love to discover new recipes and flavors. They enjoy salad but feel that without dressing, it would be the same ingredients over and over again. Dressing brings the flavor, variety, satisfaction.

TARGET CONSUMER

Created a Custom Food Savvy Media Consumer Target

Demographic:• Millennial and Gen X Mix • Women 25-49• High Income ($75k+)• Married with Children• Well-educated and

Professional

Attitudes:• Cooks for fun• A great deal of knowledge

/experience in cooking • Sought cooking advice or

recommendations • Cooks meals frequently• Enjoys being creative in

the kitchen


Marie’s Dress for Success Campaign Increased 2.2 Percentage Points, Finishing 10.8% Total Sales Uplift

$0.09

$0.19

$0.08

$0.17

Mid-Campaign Final Campaign

+8.6%

Difference $0.01 $0.02

+10.8%

*All results were significant >80% Exposed Households: 12,989 Source: Neustar, IRI


Occasions Doubled from Mid to End Campaign and Drove the Most Sales Lift

1.73%2.77%

1.67%2.68%

+3.3% +3.4%

1.31 1.601.28 1.52

+2.8% +2.3%+5.6% +1.5%

$3.98 $4.19$3.89 $4.13

Penetration Dollars Per OccasionOccasions

Difference 0.06% 0.09% 0.03 0.08 $0.09 $0.06

Control


WHY IT WAS IMPORTANT

• Easily reallocate based on optimization recommendations

• Adjust impressions for the right balance• Adjust audience, creative, publisher to maximize

impact

WHAT IT LOOKED LIKEWHAT WE ANSWERED

• Which audience, creative, publisher performed best?

• Is mass appeal or precision targeting better for my campaign? Is premium inventory a better option?

• Is the right creative hitting the right target and publisher group?

The Ability to Read Week on Week Allowed Optimization at Product, Publisher and Target Levels

Food Network

Navito

Tube Mogul

bon appétit

Tasting Table

Food Site

Coupon Site

Sweepstakes Site

XM Trading Desk

32.26%

31.45%

28.46%

24.08%

23.70%

23.58%

22.65%

19.83%

19.23%

Reallocate impressions & associated

dollars


When the Client, Mar Tech and Ad Tech Partner, the Brand Benefits

Marie’s Goal Was to Grow Unit Sales – Unit Sales are Up 7% vs. YAG

Next Steps

• Increase digital spend focusing on pre-roll, custom and native assets to drive sales

• Continue to advertise with bon appétit, Tasting Table and similar publications

• Utilize custom assets or advertorials to be more eye-catching and drive engagement

Implications

• Digital is an effective tool to deliver a strong sales lift and good ROI for Marie’s

• Custom units, native integration, video drive higher sales lifts, $ per occasion and CTR; however, they are a much higher cost

• Product Locator, Coupon call-to-action have similar sales lift, CTR

• Specialized programing had value within portfolio of vehicles

Results

• Campaign sales lift of +10.8% driven by occasions +5.6%

• Those exposed to multiple creative, platform and partner combos had equal or higher sales lift than those exposed to one

• Video / custom creative obtained the highest sales lift out of all creative units at 11.1%

• bon appétit had the highest sales lift at 13.4%


Key Take-Aways

Identify the best prospects for your

brand and understand their movement

A larger verified base allows for more accurate audiences & audience extension

Smaller campaigns with Verified Audiences are superior. For larger campaigns, a combination of Verified and Projected

audiences is the best outcome

Highly personalized marketing efforts increase engagement and overall campaign uplift

Embrace data and technology; test, optimize and apply –repeat

Layering works! Measure cross-platform and apply

learnings to drive continued optimization


But Wait… There’s More!!!


WITHIN 3 BUSINESS DAYS OF SUBMISSION, YOU WILL UNDERSTAND:

Understand the Sizing of Your Audience Target, Built Upon Purchase-Based Targeting

Within the next two days, look for an email from IRI. Along with a link to this recording and the slides, that email will include a link to a webpage where you can submit a request to get the sizing of the audience target for your brand/s (up to three).

Audience Sizing for 100% Verified Brand Buyer Audience

Audience Sizing for Projected Brand Buying Audiences (ProScores)

Audience Sizing for 100% Verified Brand Specific Behavior AudienceChoose between Lapsed/Switcher/Category Increaser


Topline Reporting Package Thought Starters

Bundled Topline Lift Reports – 3/52 week period. Determine the overall campaign uplift and ROAS at the product and brand level.

PPT Deliverable Includes: • Sales Performance Metrics: Overview Metrics

‒ Incremental $ sales lift ‒ ROAS

• Drivers of Uplift: Dissect uplift further to assess whether uplift is the result of buy rate or penetration by providing the following Uplifts:

‒ to Penetration‒ to Purchase Occasion‒ to Dollars / Occasion

Discount: 12.5% Off Package Approach

Topline Lift Report with Targeting (up to 7MM Impressions) – Determine the overall campaign uplift and ROAS at the product and brand level.

PPT Deliverable Includes: • Sales Performance Metrics: Overview Metrics

‒ Incremental $ sales lift ‒ ROAS

• Drivers of Uplift: Dissect uplift further to assess whether uplift is the result of buy rate or penetration by providing the following Uplifts:

‒ to Penetration‒ to Purchase Occasion‒ to Dollars / Occasion

Discount:15% Off Closed Loop Approach

Take Advantage Now… Practice A Key Take-Away: Test & Learn


Questions?

Date post:	30-Jul-2020
Category:	Documents
Upload:	others
View:	0 times
Download:	0 times

Improve the Ad Experience for Buyers and Brands Media Webinar... · 2019-01-07 · paid, owned and...

Documents