Beyond the click: 16 years onUsing online advertising to build brands

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The curse of the clickIs online at risk of under-estimating its value?

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Online: the most measurable Online: the most measurable mediummedium

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16The number of years since we first proved that online ads could build brandsThe number of years since we first proved that online ads could build brands

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64%The proportion of advertising and agency executives that use CTR to evaluate performanceThe proportion of advertising and agency executives that use CTR to evaluate performance

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0.09%The average click through rate reported by DoubleClick in 2010The average click through rate reported by DoubleClick in 2010

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0.08%The average click through rate for a BLANK AD BANNERThe average click through rate for a BLANK AD BANNER

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1.3%The average uplift in purchase intent measured in response to online ad exposure over the last three yearsThe average uplift in purchase intent measured in response to online ad exposure over the last three years

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0.02%The correlation between click through and purchase intentThe correlation between click through and purchase intent

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39%The proportion of online ads that had a negative effect on purchase intent in the last three yearsThe proportion of online ads that had a negative effect on purchase intent in the last three years

What is a click?An impulse expression of interest in a brand or offer(often primed by prior exposure in other media)

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All media are capable of doing all things on a per person basis.

John SvendsenGlobal Brand Director Media, Millward Brown

Brand Building 16 Years On

What has stayed the same?

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Online still builds brands

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1.6

4.6

2.1

1.81.3

Latin American results very similar to elsewhere

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Creativity still matters

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9.1

27.7

7.2

7.0

7.6

Strong creative delivers above average results

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The three golden rules

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1. Make sure people recognize which brand is being advertised

2. Make sure each frame of an ad will work on its own

3. If your goal is to persuade don’t interrupt or annoy

Ad 1 follows the golden rules to evoke a better response

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A B C

Gusto 14% 11% 7%

Relevancia 46% 45% 43%

Credibilidad 68% 61% 65%

Nueva información

59% 55% 54%

WoM (potencial)

41% 39% 33%

Efecto viral (potencial)

47% 60% 40%

BC

C

BC

C

C

C

C

C

C

AC

B

Diferencia entre creativos A=1, B=2, C=3.

Bigger is still better

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Billboard dramatically out performs all formats for Ad Awareness

Upl

ift a

mon

gst

tho

se e

xpos

ed t

o…

Q: Have you seen the following brand advertised online in the past 30 days?

Video works harder

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Video delivers more punch on first exposure but will wear out as other formats gain

In-stream videos have greater impact on awareness

Not In-StreamIn-Stream5

4

3

2

1

0Aided BrandAwareness

Online AdAwareness

MessageAssociation

BrandFavorability

PurchaseIntent/Consideration

2.6

1.4

Abso

lute

Diff

ere

nce

(Expose

d m

inus

Con

trol)

6 5.8

2.6

1.8

0.7 0.81.3

0.1

0.8

Brand Building 16 Years On

what has changed?

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We have to assume “viral” needs help

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13%The proportion of online ads that achieve more than 5,000 views per week on YouTubeThe proportion of online ads that achieve more than 5,000 views per week on YouTube

0 20 40 60 80

20,000

15,000

10,000

5,000

0

25,000

Ads

View

s pe

r wee

k

We can predict the viral potential of an ad with ABCD

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To get results you need to publicize your content

Online must work in synergy with other media

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TV Total84%

Online Display Total35%

Facebook Total56%4.9%

Online only 1.9%

9.6%

20.3%

3.4%

27.7%

26.6%

None5.5%

Online and Facebook add little unduplicated reach

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111% 100% 46% 45% 19% 14%

Each medium had a positive ROI

Indexed to TV Spend

Sales SpendTV

Sales SpendOnline

Display

Sales SpendFacebook Display

Investment/Return Ratio:1:1.11

Investment/Return Ratio:1:1.02

Investment/Return Ratio:1:1.34

0%

50%

100%

150%

Individual media channels sales contribution to short term sales and media investment

And online adds an important contribution to impact

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Social has bought the need for new skills

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What is a like?A superficial indication of brand allegiance(primed by experience of the brand elsewhere)

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Fans are valuable to you…keep them that way

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13% 3%

Average share of wallet

FanIndex case study Mexico

Offers something different

Better quality than other brands

Irresistible taste

For when I have fun with my friends

Worth the money

Is the most popular

Is a brand I love

Setting the trends

47%

43%

-

-

30%

42%

46%

45%

Norm% increase in opinion

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Variety

DIFFERENTIATOR

Community

DIFFERENTIATOR

Interaction

DIFFERENTIATOR

Making your fan page flourish

Useful information

DIFFERENTIATOR

And social vitality matters more than ever

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LocationOriginal TweetsFoursquareTripItYelp

PhotosInstagram

yFrogLockerzTwitpic

VideosYouTubeMegaVideoUstream

Local/EventsGrouponLiving SocialEventBriteMeetUp

Blogs

It’s open, It’s mobile and it’s an aggregation of all other social platforms

THE WORLD’S LARGEST INFORMATION

PLATFORM:

VerveIndex: a one-number social impact score

FREQUENCYHow often do people talk

about you?

SENTIMENTIs the conversation positive,

negative, or neutral?

SOLICITATIONWhat or who prompted the

mention?

LOCATIONAre people broadcasting

their offline actions?

vSCORE

INFLUENCEAre the people talking credible on the topic?

What events and topics drove Brand X’s vScore?

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BRAND X

TV AIRTIME SLOWED

DRASTICALLY

PROMOTED TWEET WITH FOURSQUARE

SPECIAL

Brand Building 16 Years On

conclusion

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16 years of learningabout building brands online

Objective driven measurementIntegrated campaign management systems

Behavioral and attitudinal data

More effective and more efficient

Thank you for listening

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