Cross-Channel Planning

Transcription

1 Cross-Channel Planning DAVE MORGAN FOUNDER & CEO, SIMULMEDIA, ARF BOARD OF DIRECTORS B R A D S M A L LWO O D V I C E P R E S I D E N T, M E A S U R E M E N T A N D I N S I G H T S, FACEBOOK, ARF BOARD OF DIRECTORS

2 Current ratings of top television programs are less than half of 1980 ratings #1 Primetime Program Reach, US (Live+7) 60 Minutes 30 Dynasty Roseanne Nielsen TV Ratings Seinfeld 20.5 Who Wants To Be a Millionaire? 18.6 CSI 16.5 American Idol 13.7 Sunday Night Football (May) Source: Nielsen Television Index National Ranking Report, Prime Time Programs, Live+7, US, as of May 2015

3 The current fragmented media landscape requires marketers to adapt to reach audiences OLD WORLD Few channels, each with high reach NEW WORLD High reach possible, but each individual channel/spot reaches fewer people; multiple media

4 Marketers want to talk to people MEDIA PARTNERS help you reach the right people MARKETERS

5 Siloed planning leads to wasted marketing spend TV DESKTOP MOBILE IN-APP Publisher A Publisher B Publisher C Publisher D NO COMMON DENOMINATOR OR CONNECTIONS THE COMMON THREAD IS PEOPLE BETWEEN CHANNELS FOR MEASUREMENT

6 Research on how brands could focus on people across TV and digital media Simulmedia and Facebook matched panel for set-top box (STB) data and Facebook users Measure ad exposure across Facebook + TV Single source data allows visibility into the entire path-to-purchase Working with clients to analyze how their media plans are doing and how they can be improved

7 Emerging insights from current client work Highly valued targets can be missed when plans use only one media silo Powerful cross-channel frequency effect (cf. ARF Ground Truths) Those reached at least once on both TV and Facebook convert at higher rates Opportunity exists for planners to increase cross-channel frequency and drive better outcomes for clients

8

9 People, not placements drive value When buying TV in a silo, people can be overvalued or entirely missed The real cost of primetime Primetime audiences can cost over 50% more than other time parts Only an average of 8% of households could only be reached on prime time (over the course of a month) % Panel Reached 60% 50% 40% 30% 20% Incremental Reach by Daypart Unique Reach Duplicated Reach 10% 0% 0-Overnight 1-Daytime 2-Fringe 3-Primetime Daypart Source: Simulmedia + FB Analysis of 5 Campaigns

10 Measuring the wrong metrics costs advertisers more Facebook media cost distribution for US mobile News Feed CLICKY USERS ARE 5.5 x Source: Placeholder text. more expensive than the 50% of users that are least clicky Source: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July,

11 Review your Campaign Delivery Off Target On Target Example Campaign TV Across 5 Campaigns Average TV plan had a frequency of 4.5 per week The top 25% of TV viewers saw an ad an average of 7x per week On average, 50% of all media spend was going to primetime TV spots Source: Example from a single campaign analyzed Frequency

12 Accuracy and frequency control matter Off Target Off Target On Target On Target TV Users 5000 Facebook 0 Off Target On Target Simulmedia Frequency Source: Example from a single campaign analyzed

13 Target people, not placements Percent of Total Reach by Channel Exposure Highly valued target audiences can be missed if media is in only one silo In one TV campaign that was targeting a desirable demographic, we found that 40% of the target was only reached on Facebook 100% TV CROSS FB 80% 60% 40% 20% 0% 13.4% 6.3% 80.3% TVs scale is evident in performance against A18-49 reach 22.1% 10.4% 67.5% FB s ability to concentrate impressions to niche audiences of interest drives high incremental AAA18-49 audience reach 42.7% 26.7% 30.6% Panel A AAA Source: Example from a single campaign analyzed

14 Reaching people across channels makes advertising work harder Conversion Rate by Frequency That same campaign demonstrated that those reached at least once on both Facebook and TV converted at much higher rates FB TV Cross 30% 25% 20% 15% 10% 5% 0% Source: Example from a single campaign analyzed

15 Buying based on people can help your media spend be more efficient Consider buying based on audience and reach Instead of GRPs Audience targeted TV campaigns can reach 20% more of a target audience than standard TV campaigns Such campaigns have an average of 73% lower cost-per-reach than standard TV campaigns Minimize excess frequency Audience targeted campaigns have an average of 50% lower frequency compared to standard TV campaigns Such strategies allow you to reallocate impressions from excessive frequency to lower frequency levels and add unique reach Source: Simulmedia, based on the results from 19 business outcome campaigns

16 What should a Media Planner do? People-based planning Overcome fragmentation Find the most efficient way to reach your audience Measure each channel together, not in silos, to learn the best way to reach all of your target audience Review past campaigns Analyze TAR data if you have it Identify the gaps and wastage Learn who you missed, who you payed too much for and how you can change it

17 Thank you