Expansion of Media Choices affects how you use advertising to build your brand

Transcription

1 in partnership with

2 Expansion of Media Choices affects how you use advertising to build your brand 2

3 two-thousand six two-thousand seventeen Source: Importance of Media and the rise of the not good enough media plan 3

4 the destructive force of weak media plans 4

5 not all media options are interchangeable 5

6 Different Touchpoints Work in Different Ways for different purposes to different targets awareness understanding trial top of mind image loyalty 6

7 awareness understanding trial top of mind image loyalty 7

8 awareness understanding trial top of mind image loyalty 8

9 introducing Programmatic Thinking for all Touchpoints 9

10 impact Maximizing Value versus minimizing costs spend 10

11 What We Did Provides a common base to compare across mediums. To provide you with the evidence that the lowest cost doesn t always make for the best decision categories retail clothing alcohol toothpaste online travel banking automotive fast food soft drinks touchpoints facebook radio tv traditional digital ad social media other mobile ad youtube billboard tv internet poster newspaper mail ad flyer ad free sample magazine cinema brand objectives Awareness Understanding Trial Top of mind Image Loyalty brands English Canada interviews 11

12 Probabilities the new future 12

13 exposure attention impact creative the goal maximize the impact not minimize the cost 13

14 Source: Ipsos Media TIPs Study [August 2018] Reaching Your Target Consumer monthly touchpoint reach 90% 86% 81% 80% 76% 66% television youtube facebook digital ads radio billboards 14

15 Source: Ipsos Media TIPs Canadian database How Quebec is Different 15

16 Source: Ipsos Media TIPs Canadian database more likely to use traditional tv every month more likely to watch tv online every month 16

17 not all touchpoints created equal hrs. active on facebook hrs. of tv viewing Source: Numeris PPM M-Su 2a-2a, All Locations, A18+, English Canada 17

18 attention We need to understand more than just the reach of touchpoints AVERAGE exposure 18 Source: Ipsos Media TIPs Study [August 2018]

19 attention Many touchpoints provide great exposure, but TV remains king flyer ad television mail ad billboard radio cinema free sample magazine newspaper poster youtube facebook AVERAGE social media other digital ad mobile ad exposure 19 Source: Ipsos Media TIPs Study [August 2018]

20 attention Don t make the mistake lots of exposure doesn t mean lots of attention flyer ad television mail ad billboard radio cinema free sample magazine newspaper poster youtube facebook AVERAGE social media other digital ad mobile ad exposure 20 Source: Ipsos Media TIPs Study [August 2018]

21 AMA Scholarly Insights brand objectives pay for what you really want to achieve There is no correlation between liking a brand on social media and desired business building outcomes. 21

22 the currency of effectiveness 22

23 Spend for Impact not for clicks, likes or impressions awareness understanding trial top of mind image loyalty television mobile ads billboards free samples Source: Ipsos Media TIPs Study [August 2018] 23

24 trial free samples are 2x more effective at driving trial of your brand than billboards Source: Ipsos Media TIPs Study [August 2018] 24

25 understanding television is 128% more effective than smartphone ads at building understanding of your brand Source: Ipsos Media TIPs Study [August 2018] 25

26 Source: Ipsos Media TIPs Study [August 2018] How do I Impact Millennials? the role of key touchpoints for year olds facebook youtube television top of mind image loyalty 26

27 television tv internet billboards posters radio youtube n-paper digital social IBN regression analysis on brand familiarly Source: Ipsos Media TIPs Study [August 2018] Derived Importance corroborates what people claim 27

28 impact The Role of Advertising some objectives are harder to achieve than others top of mind awareness understanding image trial loyalty spend 28

29 television index to average 29

30 ASICS Corporation Tokyo stock exchange brand equity new ad campaign 30

31 Source: Ipsos Media TIPs Study [August 2018] Impact from different touchpoints can be different between users and non-users brand users non-users television facebook radio digital ad social media youtube billboard tv internet poster 31

32 non-users impact users Building Brand Objectives is harder with non-users top of mind awareness understanding image trial loyalty Harder to influence non-users with advertising spend 32

33 Maximize Your Precious Budget spend on the touchpoints that will impact your objectives most 33 Source: Ipsos Media TIPs Study [August 2018]

34 creat ve quality matters 34

35 Source: Ipsos database digital ad billboard radio television average recall max 35

36 Source: Ipsos database when creative quality is strong increase in campaign impact [for the same spend level] greater allocation to television Great creative is key for strong ROI from the campaign quality matters 36

37 ad recall double the Ipsos norm 37

38 don t focus on minimizing your costs maximize the probability of achieving your brand objectives learn what makes each touchpoint unique for your target, your brand and your objectives creative matters, now more than ever; make sure it s great! the power of television is in its exceptional reach, attention and ability to build against all brand objectives 38

39 thank you