Michel Sara, guest speaker at the FEPE annual congress in Barcelona, June 2016 OOH in its 360 environment: the MCA® (Market Contact Audit) perspective

1. OOH in its 360 environment: the MCA perspective
June 2016
Contact:
ROImarketing 122, avenue Charles de Gaulle 92200 Neuilly-sur-Seine, France
Phone: +33 6 7447 3942 E-mail: michel.sara@roi-marketing.consulting
www.roi-marketing.consulting

2. Foreword
• This is a joint presentation from Integration IMC, MCA proprietary, and ROImarketing, an Added Value Ally
of Integration IMC.
• ROImarketing is a consulting company specialized in marcoms resource allocation and integrated
communication planning.
• Michel Sara is the Founder and General Manager of ROImarketing.
• The data included in this document is not to be used or shared without the explicit agreement of Integration
IMC (contact: Elie Salem, Integration’s COO: esalem@integration-imc.com)
June 2016

3. Agenda
• What is the MCA®?
• Key highlights from the Global MCA® database
• MCA® learnings on how to optimize the use of the Outdoor Communication Channel
June 2016

4. Agenda
• What is the MCA®?
• Key highlights from the Global MCA® database
• MCA® learnings on how to optimize the use of the Outdoor Communication Channel
June 2016

5. What is the MCA®?
A unique approach
• MCA stands for Market Contact Audit.
• MCA is a unique research methodology that has surveyed more than 2 million consumers
in 40 languages, in more than 500 categories around the world
• It is category and market specific.
• It’s a consumer-based approach, relying on a quantitative survey of a representative sample (circa 1000) of
buyers / consumers of every audited category.
• It measures the impact (what consumers perceive) NOT the “emission” (what consumers receive): it’s an
outcome indicator vs. an input measure.
• It’s the only tool capable of embracing all possible touch points.
• MCA provides the “metrics” platform to introduce accountability in marketing communications (marcoms)
by measuring through a universal metric - a common currency called the Brand Experience Point (BEP)- the
effectiveness of a brand’s diverse marcoms initiatives from the consumers’ perspective.
June 2016

6. Example of contact list in FMCG category European market
35 Contacts Screened
June 2016
Contact in English Group
Brand found on search engines (Google, bing, yahoo) Digital
Brand opinions found on blogs, forums and social networks Digital
Brand presence on retailers' e-comerce webistes Digital
Brand sponsored messages on social networks (Facebook/Twitter) Digital
Brand's official website Digital
Internet advertising (such as banners/pop-ups) excluding social networks Digital
Video ads on the internet (on Youtube or before podcasts) Digital
Websites/Applications offering discount vouchers (Shopmium, MonAvisLeRendGratuit,
Fidme, Prixing, Fidall..)
Digital
Advice of family, friends, colleagues; brand seen at friends/family Indirect
Articles about the brand in the media (press, radio, TV, internet) Indirect
Children's opinion or request Indirect
Expert’s advice Indirect
Ind. quality label on pack Indirect
Billboards Mass Media
Cinema advertising Mass Media
Press Advertising Mass Media
Radio Advertising Mass Media
TV Advertising Mass Media
Brand Loyalty Program (dedicated website, mail, email and newsletters) One to One
Brand gifts (in packaging or in a game contest) One to One
Sampling (in store, streets, delivery packages) One to One
Advertising at stores' entrance POC/POS
Advertising in stores' radio POC/POS
At category aisle brand displays POC/POS
Brand displays on caddies POC/POS
Brand presence in canteen and hotel buffets POC/POS
Brand presence in retailers' leaflets POC/POS
Discount vouchers applicable for next purchase (at cashier) POC/POS
Discount vouchers available in aisles POC/POS
In store Animation (w/ hostess) WITH discount voucher distribution WITH product tasting POC/POS
In store Animation (w/ hostess) WITH discount voucher distribution WITHOUT product
tasting
POC/POS
Outside category aisle brand displays POC/POS
Packaging POC/POS
Events' Sponsoring (Sports and Cultural) Sponsorship & Events
TV programs sponsorship (weather reports..) Sponsorship & Events

7. How does MCA work
June 2016
Contact Clout
Factor
(CCF)
Contact
Association
Brand Experience
Point
(BEP)
Category Influence indicator Brand Performance
Each contact is evaluated on how it
performs along a persuasion process
that typically includes three stages:
• Rational stage (informative
value)
• Emotional stage (attractive
value)
• Deal closing stage (power value)
Measures how much consumers
have experienced brands through
the various contacts.
A brand specific metric influenced
by:
• Spend
• Execution (content, media plan)
• Targeting
• Carry-over effect
The single currency
If, for example, I want to compare
the performance of Brand A on TV
vs. in-store sampling, I need to
know:
• If TV is more or less influential
than in-store sampling (at
category level)
• If Brand A has been
experienced more or on TV
than on in-store sampling
Outcome of communication activity

8. The MCA® provides a single currency, the Brand Experience Point (BEP)
June 2016
CCF =
BEP =
BES =
Categoryinfluenceindicator
“Contact Clout Factor ” is a single indicator for the capacity of contact
to influence consumer attitudes towards brands in a given category
“Brand Experience Points”
Number of brand contact associations weighted by the CCF.
“Brand Experience Share”
Single indicator for the perceived weight of all brand activities relative to competition.
Brand A
50
60
70
CCF
weighting CategoryBrand CBrand B
100%43%35%BES
(…)
1,2002,0001,00020%Mail from Brand
1,0002,5001,80030%W.O.M
1,5003,0002,80040%TV Ad
Associations
w/ Brand A Brand A
BEPs
60
70
CCF
weighting CategoryBrand CBrand B
100%22%43%35%BES
18,5004,1008,0006,400Total BEPs
1,0002,5001,80030%W.O.M
1,5003,0002,80040%TV Ad
Associations
w/ Brand A
Contacts
Brand Experience Share
= BEPs of brand C divided
by BEPs of the category
BEP = Influence X Association
Since BEP takes into account brand association, it includes the
brand’s execution parameters: spend, content, targeting
50 1,2002,0001,00020%
20 40050080040%Blogs
(…)
Mail from Brand

9. Category Learning – Influence index – Example in FMCG / Europe
June 2016
CCF: FMCG Category • European market: 18/35 Contacts above average 17/35 Contacts below average
0 100 0 100
1) Discount vouchers in aisles 89
2) Sampling (in store, streets, ...) 88
3) Discount vouchers / next purchase 85
4) In store animation with testing 83
5) Friends / family advice 82
6) Packaging 80
7) Brand displays outside category aisle 80
8) Brand gifts 79
9) Brand presence in retailers' leaflets 77
10) Expert’s advice 77
11) In store animation without testing 75
12) Brand's official website 72
13) TV Advertising 71
14) Children's opinion or request 70
15) Ind. quality label on pack 70
16) Brand loyalty program 69
17) Brand displays at category aisle 66
18) Brand on retailers' e-comerce webistes 62
19) Press Advertising 61
20) Articles about the brand in the media 60
21) Websites/Apps with discount vouchers 60
22) Brand presence in canteen and hotel buffets 59
23) Brand opinions on soc. ntwks. 53
24) Billboards 53
25) Sports and cultural Sponsoring 50
26) Brand found on search engines 48
27) Radio Advertising 48
28) In stores' entrance advertising 45
29) Brand displays on caddies 42
30) TV programs sponsorship 41
31) Cinema advertising 39
32) In stores' radio advertising 38
33) Internet advertising excl. soc. netwks 29
34) Video ads on the internet 29
35) Brand spons. messages / soc. netwks. 27
62 62
Q1Q2
Q3Q4
Digital Indirect Mass Media One to One POC/POS Sponsorship & Events

10. Agenda
• What is the MCA®?
• Key highlights from the Global MCA® database
• MCA® learnings on how to optimize the use of the Outdoor Communication Channel
June 2016

11. Key highlights from the Global MCA® database
• Source:
• MCA studies between 2010 and 2015
• All categories, covering packaged goods, durables and services
• All regions (with over half the total coming from Europe)
• Total = 431 studies
• Remarks about OOH contact classification:
• OOH (cumulative) includes: big billboard formats, small billboard formats, public transportation,
shopping malls, sports stadium, airports, etc.
• OOH (main) refers mostly to the usual “street” format in the country where the study was conducted.
June 2016

12. Key highlights from the Global MCA® database
• What have we learned in terms of contact INFLUENCE (CCF)
• What have we learned in terms of Brands IMPACT (Brand Experience Point – BEP)
June 2016

13. Key highlights from the Global MCA® database
• What have we learned in terms of contact INFLUENCE (CCF)
• What have we learned in terms of Brands and Categories IMPACT (Brand Experience Point – BEP)
June 2016

14. Point of Sale and Indirect/3rd party recommendations are the most influential groups of contacts.
Mass media remains relatively stable in influence overtime, now comparable to digital.
June 2016
CCF

15. 35
40
45
50
55
60
65
70
75
80
2010 2011 2012 2013 2014 2015
Average CCF per contact
Branded Website
TV Ad
Search Engines
OOH Contact (Main One)
Social Media
Web Advertising
Focus on digital and mass media:
Branded Website is a very influential contact, same for TV ad. Search engines has declined
contrarily to OOH since 2013.
Web advertising and Social Media have been growing in influence but are still lower than TV and OOH.
June 2016
CCF

16. 62
76
61
64
76
60
54
72
55
62
69
47
0
10
20
30
40
50
60
70
80
Digital Indirect Mass Media One to One POS/POC S&E
Young
Total
Focus on the younger population (18-25):
Overall, younger people are more receptive to contact influence relative to the general population. This is
especially true for Digital and Sponsoring & Events.
June 2016
CCF

17. 74 74
62
52
57
67
62
67
69
60
44 44
63
50
0
10
20
30
40
50
60
70
80
Branded Website TV Ad Mag Ad Web Advertising Social Media Search Engines OOH Contact (Main One)
Young
Total
June 2016
CCF
Focus on the younger population (18-25) in mass media and digital:
On a selection of key digital and mass media contacts, OHH and social media over perform the most on younger
people.

18. Key highlights from the Global MCA® database
• What have we learned in terms of contact INFLUENCE (CCF)
• What have we learned in terms of Brands and Categories IMPACT (Brand Experience Point – BEP)
June 2016

19. -
100,000
200,000
300,000
400,000
500,000
600,000
2010 2011 2012 2013 2014 2015
Average BEP
Consumers have more engaged with brands activities since 2013.
June 2016
Category BEP

20. Point of sale is no longer the most contributive group of contacts. Indirect, mass media and digital are in the same
order of magnitude. Digital’s surge has been strong on the period.
June 2016
-
20,000
40,000
60,000
80,000
100,000
120,000
2010 2011 2012 2013 2014 2015
Average BEP per group of contacts
Digital
Indirect
Mass Media
One to One
POS/POC
S&E
BEP

21. Focus on digital and mass media:
TV keeps its leadership. Search and Branded Website are also solid contributors to Brand Experience. Social Media
has been growing since 2013, now at parity with OOH.
June 2016
BEP
-
5,000
10,000
15,000
20,000
25,000
2010 2011 2012 2013 2014 2015
Average BEP per contact
TV Ad
Search
Branded_Website
Social Media
OOH Contact (Main One)
Web advertising

22. -
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2010 2015
Average BEP - All group of
contacts
Young
Total
+5 %
+4 %
Focus on the younger population (18-25):
Younger people engage with brand activities slightly more than the total population.
June 2016
BEP

23. Focus on the younger population (18-25):
The difference is more pronounced on OOH.
June 2016
-
5,000
10,000
15,000
20,000
25,000
30,000
2010 2015
Average BEP - OOH cumulative
Young
Total
BEP
+11 %
+9 %

24. Comparing mega-categories:
Within Mass media, the contribution of OOH (cumulative) is substantial, especially in Services.
June 2016
25.1%
37.8%
34.9%
23.1%
25.5%
35.0%
19.8% 20.1%
26.9%
18.4%
19.2%
23.9%
17.3%
24.8% 25.2%
21.3%
24.9%
29.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
2010 2011 2012 2013 2014 2015
BEP Share of OOH (cumulative) within Mass Media
Services
Durables
Packaged Goods

25. • In Summary, Digital has been shaking the media and communication landscape but Mass Media –
among which OOH - remains a strong contributor to Brand Experience.
• OOH over-performs on younger people.
June 2016

26. Agenda
• What is the MCA®?
• Key highlights from the Global MCA® database
• MCA® learnings on how to optimize the use of the Outdoor Communication Channel
• Contact linkage : Contact-Content
June 2016

27. MCA™ Establishes 4 Contact Clusters
Low CCF
Influence
High CCF
Battlefield Contacts Leadership Contacts
Potential ContactsUbiquity Contacts
• Highly Influential
• Most Contested
• Challenge is to differentiate via
creativity and excellent execution
• Highly Influential
• Largely Uncontested
• Immediate opportunity to build
significant and differentiating brand
experience
• Lower Influence
• Largely Uncontested
• Opportunity to build significant and
differentiating brand experience over-
time
• Lower Influence
• Most Contested
• Used for ubiquitous Brand presence at
relatively low costs
LeastAssociated
Differentiation
MostAssociated
June 2016

28. OOH is usually a Ubiquity or a Potential Contact
Low CCF
Influence
High CCF
Battlefield Contacts Leadership Contacts
Potential ContactsUbiquity Contacts
• Highly Influential
• Most Contested
• Challenge is to differentiate via
creativity and excellent execution
• Highly Influential
• Largely Uncontested
• Immediate opportunity to build
significant and differentiating brand
experience
• Lower Influence
• Largely Uncontested
• Opportunity to build significant and
differentiating brand experience over-
time
• Lower Influence
• Most Contested
• Used for ubiquitous Brand presence at
relatively low costs
LeastAssociated
Differentiation
MostAssociated
OOH (main) = 13%
OOH (main) = 7 %
OOH (main) = 47 % OOH (main) = 33 %
June 2016

29. Opportunity for OOH to be linked with more influential and differentiating contact
Low CCF
Influence
High CCF
Battlefield Contacts Leadership Contacts
Potential ContactsUbiquity Contacts
• Highly Influential
• Most Contested
• Challenge is to differentiate via
creativity and excellent execution
• Highly Influential
• Largely Uncontested
• Immediate opportunity to build
significant and differentiating brand
experience
• Lower Influence
• Largely Uncontested
• Opportunity to build significant and
differentiating brand experience over-
time
• Lower Influence
• Most Contested
• Used for ubiquitous Brand presence at
relatively low costs
LeastAssociated
Differentiation
MostAssociated
OOH (main) = 13%
OOH (main) = 7 %
OOH (main) = 47 % OOH (main) = 33 %
June 2016

30. Most Associated Least AssociatedDifferentiation
LowCCFHighCCFInfluence
Claim settl.- own
Experience - own
Broker
Interaction
Price comparative websites
Experience.- friends
Own websites
Independant Ratings
Information insurance- post
Search engine
Loyalty offersInsurance Company
Banker
Information insurance-invoice
3rd party reco
Promotional offers
Information insurance- email Benefits at work
PR
Visiblity at POS
External Brand sign
Ad- Paper
Ad- TV
Ad- Radio
Sports sponsorships
Ad- billboard
Mobile Apps
Fairs
Web opinion
Info Evening
Social & Charity Sponsorships
Brand social website page
Telemarketing
Cultural sponsorships
Gadgets
Ad- online
Example: Matrix of Category Experience: Services • Europe •
The power of linkage between “Billboard” and “Promotional offers” helped this Brand to make of « Billboard » a
key pillar in their Integrated Communication Planning
Battlefield Leadership
Ubiquity Potential
June 2016

31. Agenda
• What is the MCA®?
• Key highlights from the Global MCA® database
• MCA® learnings on how to optimize the use of the Outdoor Communication Channel
• Contact linkage : Contact-Content
• Domino effect : Contact - Contact
June 2016

32. 32
Matrix of Category Experience: Services • Asia
Most Associated Least Associated
LowCCFHighCCFInfluence
Reco by friends / family
415
TV ads
Brands page in Social Media
149 Newspaper adsReco of salesperson in-store
Video ads
228
Ads in Malls
Magazine adsAds in Social Media
Ads on mobile APPS
Comments in Social Media174
Ads / promo materials in-store
Internet ad on websites
Battlefield
Reco by professional
Blogs/forums
Internet ad on search engines
Roadshows/Offline events
Leadership
182
Posts by celebrities
438
Celeb endorsements
139
Outdoor Ads
Ubiquity
Electronic billboards
School activitiesAdvertorials
Spnsr music events
Spnsr sports events
Radio ads
Viral videos
160
Spnsr TV programs Comparison websites
Cinema ads
Ads on trains
Ads at airports
Potential
Example: Service Category – Asia
Contacts in bold have generated domino effect for a Brand A on other contacts. OOH is one of them.
June 2016
A contact creates domino effect when consumers experience of
a brand through one contact enhances brand experience among
some of the other contacts

33. 33
Matrix of Category Experience: Services • Asia
Most Associated Least Associated
LowCCFHighCCFInfluence
Reco by friends / family
415
TV ads
Brands page in Social Media
149 Newspaper adsReco of salesperson in-store
Video ads
228
Ads in Malls
Magazine adsAds in Social Media
Ads on mobile APPS
Comments in Social Media174
Ads / promo materials in-store
Internet ad on websites
Battlefield
Reco by professional
Blogs/forums
Internet ad on search engines
Roadshows/Offline events
Leadership
182
Posts by celebrities
438
Celeb endorsements
139
Outdoor Ads
Ubiquity
Electronic billboards
School activitiesAdvertorials
Spnsr music events
Spnsr sports events
Radio ads
Viral videos
160
Spnsr TV programs Comparison websites
Cinema ads
Ads on trains
Ads at airports
Potential
Example: Service Category – Asia
Outdoor ads increased the Brand Experience on more influential contacts, among which digital
June 2016

34. Thank you for your attention
June 2016