Building your brand online V I N C E N T B L A N E Y

Transcription

1 Building your brand online V I N C E N T B L N E Y 1

2 mentality driving innovation

3 Digital Traditional Media +12% -6% 3

4 4 158 million

5 5 34%

6 6 51 million

7 So we re spending so much money on it How good are we at it? 7

8 What is display? Online Video: pre roll, mid roll, post roll, video MPU, seeded video Expandable units MPU, Banner, Skyscraper Homepage Takeover Half page, Bill Board, Wallpaper Interactive ads 8

9 Percent Impacted Online display can build brands Top 20% Performing ds verage ided Brand wareness Online d wareness Message ssociation Brand Favorability Purchase Intent 9 Source: Dynamic Logic s MarketNorms, Last 3 Years, Global Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed - Control

10 Percent Impacted Category differences? FMCG Telecommunications lcohol Entertainment Financial Services Technology ided Brand wareness Online d wareness Message ssociation Brand Favorability Purchase Intent 10 Source: MarketNorms, Last 3 Years, Global Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed Control

11 When it goes wrong, it goes really wrong 30% 11

12 12 15 million

13 million

14 Percent Impacted This also applies across categories FMCG Telecommunications lcohol Entertainment Financial Services Technology ided Brand wareness Online d wareness Message ssociation Brand Favorability Purchase Intent 14 Source: MarketNorms, Last 3 Years, Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed Control

15 Don t be scared by what you have seen 15

16 Best Practice Principles Using the right success 1 metrics Follow best practices for 2 online 16

17 Using the right success 1 metrics 17

18 Click through not right for brand building The most ubiquitous web metric the click is at best inadequate and at worst deceptive for measuring campaign success against many key brand metrics! 18 Source: Online Brand Optimization - Metrics That Matter nd How To Use Them To Effectively Change Campaign Outcomes, Lotame May 2010

19 View more info Purchase online Download a voucher / brochure etc Participate in a competition Watch a video 19

20 So much data telling us the same thing! Click rate (log) d awareness Click Rate vs Brand Impact (linear regression)

21 How many visitors of a page will click your banner? Click! 0.10% 21

22 So what are we recommending? Be aware of how you are measuring your digital campaigns Understand your goals Test and learn; ensure your biggest brand campaigns get the right brand measurement Use what you learn & apply to all your campaigns; utilise wider learnings about digital best practice. 22

23 Follow best practices for 2 online 23

24 Most people are just browsing BORED RELXED RELXED CTIVE Under-Stimulated Seeking Emotional Gratification Seeking Interest, Stimulation Goal-Oriented Outdoor Radio Magazine Internet Train/Dart/Luas Cinema Tablet Mobile Bus TV Newspaper Digital TV 24

25 The user is in a very lean forward, goal-oriented state and has control over stopping to look at the ad or ignoring it on the webpage 25

26 To access the mental workspace online: Understand consumers are goal oriented Be relevant, resonant or distinctive Connect that association with brand 26 Source: Dynamic Logic Eyetracking Norms, November 2012; Dwell Time Local = seconds (verage time spent on the ad among those who saw the ad)

27 ND we need to achieve all of this in LESS THN TWO TO THREE SECONDS - since eyetracking learning suggests this how long a typical consumer will look at an online display ad 27

28 The ability to attract attention is key for breakthrough in the online environment Synergy between ad and website content Synergy with offline media Contrast colors Enjoyable ads Dynamic activity Clear call to action 28 Source: Initial qualitative findings based on Dynamic Logic s Link for Digital and Eyetracking studies

29 First impressions count! who & what?

30 First impressions count! who & what?

31 Deliver your brand and utilise every frame P&G

32 So always get the basics right! 1 Make the most of the first impression 2 Your brand should always be prominent 3 Keep messaging simple 32

33 The power of creative Creative goodness accounts for 50-75% of campaign impact 33 Source: Dynamic Logic s MarketNorms, Last 3 Years, Global Q2/2012; N=2,156 campaigns; n=2,659,217 respondents Percent Impacted = Exposed - Control

34 Diagnostics validated to in market impact Emotional response is key: ad likeability drives impact at all funnel levels Difference drives impact, most strongly on Message ssociation ds with talkability most strongly drive Brand Favorability d relevance drives impact, particularly on Purchase Intent 34

35 Changing Formats with Confidence Newer formats Billboard Wallpaper Half Page MPU Traditional formats Skyscraper Banner ided Brand wareness d wareness Message ssociation N/ Brand Favourability Purchase Intent N/ Best Worst Source: Dynamic Logic Global analysis of 770 campaigns for IB UK

36 Keep top banner placements simple MPU 300x250 Top banner 728x90 36

37 Best practice for Video MPU units Click/rollover to play, should not be critical to get the message Humour is effective in all online video Don t rely on audio; also include text or imagery to communicate the message 37

38 Best practice for pre-roll video Have the brand well integrated within video Pair video units with companion ads Use short video length; typically :15 or :30 38

39 Best Practice Principles Using the right success 1 metrics Follow best practices for 2 online 39

40 40 Questions?