Here are the top 3 things consumers want from a mobisite according to the survey: 1. Easy navigation - being able to easily find what they are looking for (62%) 2. Quick loading pages - pages that load quickly (58%) 3. Optimized for mobile - content that is formatted for their mobile screen (53%) Other things mentioned but less important include: - Relevant content tailored for mobile (39%) - Ability to complete tasks like purchases or reservations (35%) - Push notifications for offers/deals (29%) - Social sharing capabilities (27%) The top priorities seem to center around usability - making the site easy and quick to use on a

1. MEDIA & DIGITAL
make the
MOST
of your
DIGITAL
MARKETING
spend
Monique.Leech@MillwardBrown.com
+11 202 7000
Twitter: @MoniqueLeech
#MBSADigital
1

2. We have heard some
interesting conversations
around digital…. some of
them are along these lines…
2

3. 3

4. Does your digital plan
resemble a “lets do everything”
strategy? Or is it more
focused?
4

5. Todays objective is to ensure
that you walk away with
learning's to inform proper
digital strategy!
5

6. Why are so many marketers
uncomfortable with digital?
6

7. Once upon a time (15 years ago)… we had all of these
7

8. Now all this….
8

9. Fits into
one of
these…
9

10. The good old days: when did you finish high
school?
• AFTER 2000?
• BEFORE 2000? IF SO:
10

11. We forget that digital is
basically a teenager!
And like a
teen – changes constantly!
11

12. Most marketers didn’t grow
up in a “digitized” area. People
tend to shy away from things
they are not comfortable with.
12

13. BUT – you need to adapt and
get comfortable in the digital
space.
13

14. Why? Should you be paying
any attention to digital
marketing? It is, after all,
still such a small piece of the
advertising pie….
14

15. Total advertising spend is forecasted to be USD4Bill at the
end of 2013
4,000
Total Advertising Spend South Africa USD Billions
3,500
3,000
2,500
2,000
1,500
1,000
500
0
2006
15
2007
2008
2009
2010
Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
2011
2012
2013 (F)

16. And yes, the forecast for Digital Spend for 2013, remains a
small piece of the pie (2%)
Total Advertising Spend South Africa 2013 USD Millions
TV
Radio
Newspapers
Magazines
Cinema
Outdoor
Internet
16
Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013

17. But look at this picture in another way and we can see that
digital spend has increased almost 10x since 2006
Total Internet Spend South Africa 2006 vs 2013 USD Millions
2013 = 111 Million
2006 = 17 Million
17
Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013

18. But what we tend to forget, is that most of this
reported spend is based on online display…
18

19. Current spend metrics do not include a massive potion of
digital channels….
SMS or MMS or Mobile in APP ads, Mobile Gaming,
AR Campaigns
19
Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013

20. The industry is however working on a solution…
20

21. Doesn’t matter though…… because
Digital is measurable….(right?)
There are a LOT of 1’s and 0’s and therefor tons of data!
CTR, CPC, CPL, CPA
21

22. The proportion of advertising and agency executives that
use CTR to evaluate performance?
64%
22
http://www.collective.com/sites/default/files/Collective-2010-Display-Study.pdf

23. The average click-through rate reported by DoubleClick for
South Africa in 2013 is 0.22%
Yes, folks – this tiny green dot is CTR
23
http://www.richmediagallery.com/resources/benchmarks/?utm_source=Think+Insights&utm_medium=website&utm_camp
aign=Launch

24. What about the
other 99.78% who
didn’t click?
Campaigns are
more than click
through rates.
Just because I don’t click –
doesn’t mean I haven't seen your
ad.... Or thought about it, or
processed the message.
24

25. We know an ad campaign can
have many effects….
Brand awareness, brand consideration, positioning (to
mention a few). And what about digital compared to
offline channels?
25

26. 26
Shouldn’t we
be thinking
of a better
way to
measure?

27. Current metrics don’t allow for direct ROI comparison of
media channels:
TV/ Radio/ Print/ Outdoor
Digital:
Reach
Impressions
Frequency
CTR
GRPs
CPM
Brand Impact
CPC/CPL/CPA
27

28. Our CrossMedia solution compares all channels to deliver
a common currency
TV
Online
Press
Radio
Reach
Frequency
GRPs
Brand Impact
Reach
Frequency
GRPs
Brand Impact
Reach
Frequency
GRPs
Brand Impact
Reach
Frequency
GRPs
Brand Impact
Using this extensive database , we will be sharing some insights in
terms of how digital DIRECTLY stacks up to other media channels
28

29. Digital as
part of the
media mix
Some learning's from our
cross media database

30. TV remains the biggest reach channel across our region.
71
Channel Reach
36
30
Based on 78 XM studies
36
34
32
30
29
24
18

31. And while TV is still a key driver in most campaigns…
Contribution to brand performance – Cases
Case Study 1
TV
Case Study 2
TV
Case Study 3
TV
Case Study 4
TV
TV
31
*Average contribution across awareness, consideration and brand image

32. Other channels also make significant contributions, despite
the high TV weights already in place
Contribution to campaign effect – Cases
Case Study 1
TV
Case Study 2
TV
Case Study 3
TV
Case Study 4
TV
TV
32
Online
Radio
Newspapers
Magazines
Outdoor
*Average contribution across awareness, consideration and brand image

33. Synergistic effects are a key factor in these Cases
Contribution to campaign effect
Case Study 1
TV
Case Study 2
TV
Case Study 3
TV
Case Study 4
TV
TV
Online
33
Radio
Newspapers
Magazines
Outdoor
*Average contribution across awareness, consideration and brand image
Multi-media synergy

34. And we see this across AMAP too – 1/3 campaign
performance from synergies
Share of campaign effects on brand image – all
studies, AMAP
Synergy, 38
Solus Media
Effect, 62
OOH
34
Based on 78 XM studies

35. Online consistently delivers the best cost per person reached
in driving brand engagement
14%
Range of Impact on Brand engagement
12%
Online
Contribution per Reach
10%
8%
POS
Cinema
Newspapers
6%
Radio
4%
Magazine
TV
Outdoor
2%
0%
0%
35
10%
Based on 78 XM studies
20%
30%
40%
50%
CrossMedia Reach
60%
70%
80%
90%
100%

36. Online is also seen as a strong performer in driving actual
brand consideration and purchase intent.
14%
Range of Impact on consideration /purchase intent
Cinema
12%
Contribution per Reach
10%
8%
POS
Online
6%
4%
Newspapers
Magazine
Radio
TV
Outdoor
2%
0%
36
0%
10%
Based on 78 XM studies
20%
30%
40%
50%
CrossMedia Reach
60%
70%
80%
90%
100%

37. Social
Media
Learning's from our
FanIndex ™and Verve™
database
37

38. The good old days:
38

39. But things have changed….
And social is becoming more
important. WHY?
39

40. Most consumers start with search, but 1 in 5 look
for your brand in a social space!
The path to purchase starts here…
Search Engines
50
Company Sites
Social Media
40
24
18
Source: Custom research study with GroupM Search and comScore: “The Virtuous Circle: The Role of Search and Social Media In
The Purchase Pathway,” February.

41. As poor a measure of effectiveness as CTR might be, adding
social media to paid media still doubles click through rates
Click-Through Rate On Brand Website
DOUBLE
CTR
AVERAGE
CTR
Influenced Social
+ Paid
Paid Only
41
Source: Custom research study with GroupM Search, comScore and M80: “The Influenced: Social Media, Search and the
Interplay of Consideration and Consumption,” .

42. Social media is not what you might think….. It is more
than Facebook and Twitter!
42

43. Why don’t I
have any
friends or
followers?
Biggest mistakes
brands make in
social media
43

44. Things brands (who have failed) wish they had done:
Set clear goals
44

45. facebook
45

46. Getting it right on Facebook, matters. Engaged
Facebook fans spend 3-4X more on your brand!
13%
FANS
46
46
3%
NON-FANS
Source: BRANDZ 2012 global database

47. Fan page must engage. Two-way dialogue.
Contests/
Giveaways
Expected
Fun
Expected
Differentiator
Variety
Regular
posts
Expected
New
product
info
Differentiator
Community
Differentiator
Offers
Expected
Innovation
Differentiator
47
Interaction
Differentiator
Trustworthy
brand news
Expected

48. How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
Difference in % between South Africa norms & global Fanindex norm
• NEW AND INNOVATIVE +25%
• LIKLIHOOD TO BUY BRAND IN
FUTURE +22%
• USEFUL INFO +20%
• BRAND RECOMMENDATION +19%
• FUN AND ENGAGING CONTENT +19%
• EASY TO USE AND NAVIGATE +16%
• WIDE VARIETY OF INFORMATION
+16%
48
Source Fanindex Global Databse n = 21126 respondents globally,

49. How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
First visit
17%
Few times a
year
1%
At least
once a
month
22%
Source Fanindex Global Databse n = 21126 respondents globally, Question is based on claimed
frewuecy of visit
Once a
week
60%
= 15% higher
than global
average

50. How do South African Fan Pages stack up to the rest of the
world in delivering on key brand metrics?
Hardly ever read
4%
Never noticed
2%
Read occasionally
35%
Read regularly
59%
= 18% higher
than global
average
Source Fanindex Global Databse n = 21126 respondents globally, Question based on type of
attention given to posts in newsfeeds

51. A great case study: Volkswagen Street Quest
Click box below to see video
51
Winner of 6 Bookmark Awards 2012 - http://www.youtube.com/watch?v=_zJ7ngSF8no

52. Its all about being
relevant and quick

53. A great case study in relevance: Audi A3 Exchange
Click box below to see video
53
http://www.youtube.com/watch?v=uCsxsO6fo00

54. A great case study in speed: Oreos
Click box below to see video
54
http://www.youtube.com/watch?v=79wEsmHrw8w

55. Mobile: the
HUGE
opportunity
Learning's from
Millward Brown
Adreaction Study
55

56. Mobile is THE entry point to digital marketing in South
Africa
2x
There are more than twice
as many cellphones as there
are TV sets (31.8m vs 15.9m)
4.6 x
There are 4.6 times more
households with a cellphone
than a computer
3x
SMS text messaging is used
by 3 times more people than
email
86%
56
MMA South Africa: Based on AMPS 2012AB
of internet accessed is via
mobile

57. 7 out of 10 consumers having been spurred into action
after seeing a mobile advert.
Main action taking as a
result of seeing mobile ads:
Searched for the
brand on the
Internet
36
Visited the brand’s
website
Clicked on or
interacted with the
ad
57
Adreaction 2012 mobile consumers across smart phones and feature phones
34
30

58. We have completed 300+ mobile advertising studies
across a broad range of industry verticals.
Display &
Rich Media
Ads
More
commonly
researched
SMS
Location
APPS
Mobile
Video
58
Mobile Adindex Global database
Mobile
Search
Augmented
Reality
Emerging

59. Mobile Works!
The average campaign has an impact on all 5 traditional brand metrics.
Percent Impacted: Delta (Δ)
+5.9
Aided Brand Awareness
+19.9
Ad Awareness
+12.1
Message Association
Brand Favorability
Purchase Intent
59
+3.9
+4.7
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471
respondents
Delta (∆)=Exposed-Control

60. Mobile Outpaces Online Ads
Average Brand Metric Deltas for Mobile and Online Campaigns
MOBILE
+5.9
Aided Brand
Awareness
+2.1
Ad
Awareness
+19.9
Message
Association
+12.1
+3.9
+4.7
ONLINE
+4.2
+2.2
Brand
Favorability
+1.4
Purchase
Intent
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336
respondents; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta
(Δ)=Exposed-Control
60

61. Its not all
about
smart
phones….
61

62. Even the most basic SMS marketing works!
90% OF SMSes
ARE READ IN
THE FIRST 15
SECONDS
62
HOW MOBILE CAN IMPROVE ROI www.dynmark.com

63. PLEASE CALL ME!
9 out of 10 South
Africans know what a
PCM is
1 in 2
people have sent a PCM in the last
week… (80% LSM 5 but 46% in LSM 10)
Only 20% of consumers claim to read the
WHOLE PCM message (not just the number of
the person who sent the message)
20%
64% who read the advertising, claim to have responded!
63
Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10,

64. Knorr in every stew
Click box below to see video
64
Smarties Award 2013: http://www.mmaglobal.com/smartiesgallery2013/

65. Mobile Text Books
Click box below to see video
65
The Cannes Mobile Lions winners 2013 - Smart TXTBKS Philippines
http://www.youtube.com/watch?v=7bUGXqhrVrw&list=PLdCoF4q7-rylldV2aPQe5QsJ6XzrVKqyh

66. Mobile
Best practices for
mobisites and APPS
66

67. Apps are easier to use and access, different to a
brands website and offer MORE than a website.
QUESTION: What are the biggest advantages of apps?
I can access an app directly rather than having to
navigate through a browser
It is easier to visit an app on a regular basis than
a mobile website
I can do things with an app that can’t be done on
a website
Display of content from apps is better than from
a website
61
54
29
25
22
Apps don’t need an internet connection
19
Apps are better for gaming
15
Apps have better content than websites
None of the above
Other
67
N=354 smartphone users only
3
2

68. Biggest disadvantages of apps include draining battery
power and connectivity
QUESTION: What are the biggest disadvantages of apps?
53
Apps drain my mobile devices battery life
25
Apps take too long to load or navigate
Apps always seem to want more information
than I’m willing to share
18
14
Apps too often crash my mobile device
The process of finding and downloading apps is
just too confusing
I don’t find apps to be useful
68
N=354 smartphone users only
7
2
11% say there are
no disadvantages to
using aps

69. GOOD mobisites are fast becoming a necessity for
marketers!
13%
38%
69
N=354 smartphone users only
Of consumers say their opinion of a brand
will be lower if they do not have an
optimised mobi site
Say their opinion of a brand will be lower if
the website content doesn't display
properly on their phone

70. Top 3 things that consumers want from a mobisite
QUESTION: Which of the following best describes a good mobile website?
It loads quickly
70
It is easy to find via mobile search
70
It displays clearly on my mobile device
70
N=354 smartphone users only
64

71. ABSA Design Indaba
Click box below to see video
71
Winner of 2 2013 Loeries
http://www.youtube.com/watch?v=Ff0Z39LbvFs

72. Online Video
Learning's from Millward Brown ADINDEX™ database

73. We see that Video has a stronger impact on brand
metrics than other online formats
% difference Exposed vs Control
Video
Rich Media
Std Flash
3.6
2.4
2.7
2.0
1.4
0.9
1.2
1.1
0.3
Aided Brand Awareness
Brand Favorability
Purchase Intent
O N L I N E V I D E O O U T P E R F O R M S O T H E R O N L I N E A D F O R M AT S I N
B U I L D I N G A I D E D B R A N D A W A R E N E S S , G E N E R AT I N G B R A N D
F AV O U R A B I L I T Y A N D D R I V I N G P U R C H A S E I N T E N T
AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant

74. And online video impact only requires low frequency
AD FORMAT – FREQUENCY OF 1-2
% difference Exposed vs Control
Video
2.7
Rich Media
Flash
2.7
1.9
1.1
Aided Brand Awareness
1.0
1.0
Brand Favorability
AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant
1.3
1.0
-0.4
Purchase Intent

75. However, high frequencies for online video can be negative
Standard Flash
Video
AVERAGE % IMPACTED –
PURCHASE INTENT
2.5
2.0
1.5
1.0
0.5
0.0
-0.5
1-3
4-9
10-14
15+
-1.0
FREQUENCY
MANAGING FREQUENCY ACROSS PUBLISHERS/NETWORKS IS CRITICAL
75
AdIndex Database October 2012 : Grey Italics on charts indicate values are not statistically significant

76. The importance of good
creative
76

77. The advertising challenge is consistent across online and
offline media
branded
engagement:
Will the ad connect with the
consumer in a branded fashion?
77
motivation:
Do the brand associations make it more
desirable at key decision moments?

78. Enjoyment and Stopping Power are key for Digital Impact
IMPACT
Impact diagnostics
Correlation with
Impact/AI
TV
Print
Digital
Branding*
0.64
0.81
0.90
Enjoyment*
0.50
N/A
0.79
Involvement*
0.44
0.58
0.38
Understanding
0.23
N/A
0.71
Stopping power*
N/A
0.74
0.85
Different to other ads
0.40
0.70
N/A
N O T E * : T H E S E R E L AT I O N S H I P S A R E D I C TAT E D L A R G E LY B Y T H E FA C T T H AT T H E S E
M E T R I C S C O N T R I B U T E TO O U R AWA R E N E S S I N D E X / I M PA C T S U M M A RY M E T R I C S

79. New information drives persuasion strongly across all media.
Persuasion more likely to impact virality for digital ads.
Persuasion diagnostics
Correlation with
Persuasion
TV
PERSUASION
Print Digital
New information
0.70 0.72
0.62
Relevant
0.63 0.60
0.65
Believable
0.45 0.43
0.47
Brand really different
0.68 0.64
0.46
Brand Appeal
0.77 0.77
0.74
Tell other people
0.41 0.60
0.68
Saw online would send on 0.31
N/A
0.70

80. For Digital, some measures regarded as Impact diagnostics
are also related to persuasion ….
PERSUASION
Impact diagnostics
Correlation with
Persuasion
TV Print Digital
Branding
0.23
0.30
0.26
Enjoyment
0.29
N/A
0.60
Involvement
-0.01
0.34
0.26
Understanding
0.33
N/A
0.37
Stopping power
N/A
0.45
0.64
0.05
0.29
N/A
Different to other ads

81. What makes a
good video ad?
Videos that are enjoyable and
entertaining
Creatives that are intrinsically linked
to the brand
Online video content synergistic with
81
offline marketing efforts

82. Entertaining and viral! TNT
Click box below to see video
82
http://www.youtube.com/watch?v=316AzLYfAzw

83. Re-purpose or notrepurpose?
83

84. Both Re-purposed and Made-for-web can perform well
Repurposed TV N=594
4.8
5
Average delta shift
Made-for-Web N=212
4.3
4
3
3.1
3.0
2.4
2
1.3
1.4
1.6
1
1.5
1.0
0
Aided Brand
Awareness
84
Online Ad Awareness Message Association Brand Favorability
Source: Dynamic Logic Global MarketNorms data
Bars show average delta shifts (i.e. difference between control and exposed groups’ responses) by online video type
Purchase
Intent/Consideration

85. Video Creative Best Practices (All Formats)
1
85
Successful video ads don’t rely on audio to communicate the main message;
as audio may not be turned on, in banner videos need to be able to
communicate brand and message through visuals alone

86. Video Creative Best Practices (All Formats)
1
2
86
Successful video ads don’t rely on audio to communicate the main message;
as audio may not be turned on, in banner videos need to be able to
communicate brand and message through visuals alone
Companion ads (or similar) alongside the streamed video can help to ensure
communication of brand and key message – even when the video is not fully
viewed

87. Online video ads that have companion banners typically
outperform video ads without on awareness metrics
Companion Banner
No Companion Banner
Percent Impacted
5.9
4.5
4.6
3.6
2.1
2.2
1.9
1.5
1.3 1.3
Aided Brand Online Ad Message
Brand
Purchase
Awareness Awareness Association Favorability
Intent
87
Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n=
49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondents
Percent Impacted = Exposed – Control
Other approaches such
as wrapping the video
content within a
branded frame that
delivers message +
brand have also proven
successful for in-banner
placements

88. Video Creative Best Practices (All Formats)
1
2
Companion ads (or similar) alongside the streamed video can help to ensure
communication of brand and key message – even when the video is not fully
viewed
3
88
Successful video ads don’t rely on audio to communicate the main message;
as audio may not be turned on, in banner videos need to be able to
communicate brand and message through visuals alone
Interactivity can help get your ad noticed, but make sure the interaction:
a) isn’t required to understand the brand and key message
b) doesn’t take away from the brand and message delivery

89. Interactive ads can be effective when used appropriately
% difference Exposed vs Control
•
USE EXPANDABLE/INTERACTIVE ADS AS A MEANS TO ALLOW
THE VIEWER TO DRILL DOWN FOR MORE DETAIL RATHER THAN
CONVEYING ALL INFORMATION UP FRONT IN THE AD.
Banner - Interactive
1.2
2.9
2.1
Aided Brand Awareness
89
Banner - Not interactive
5.5
Online Ad Awareness
AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39
campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on
charts indicate values are not statistically significant

90. Video Creative Best Practices (All Formats)
1
2
Companion ads (or similar) alongside the streamed video can help to ensure
communication of brand and key message – even when the video is not fully
viewed
3
Interactivity can help get your ad noticed, but make sure the interaction:
a) isn’t required to understand the brand and key message
b) doesn’t take away from the brand and message delivery
4
90
Successful video ads don’t rely on audio to communicate the main message;
as audio may not be turned on, in banner videos need to be able to
communicate brand and message through visuals alone
Most top performing video ads have the brand well integrated within video
(e.g. image of person using the product, product shot, brand name/logo
shown, voiceover references the brand name).

91. A interactive case study - Tipex
Utilising the unique features of the Web to create an
interactive experience with the brand
http://www.youtube.com/watch?v=eQtai7HMbuQ&feature=plcp
91

92. Creative learning's are similar for
display
Learning's from Millward Brown ADINDEX™ database
92

93. Brand Presence – show brand prominently
x
93

94. Frames stand on their own
x
94

95. Simple messages
95
x

96. Product shots & human presence work
96

97. Key points to take away
Digital works in driving brand engagement – look beyond CTR
Social media is a must – but make sure you match the platform to your brand and employ a
community manager
Facebook fans can drive brand sales – but content and engagement is key
You need to be relevant and quick if you are on Twitter
Mobile presence is a must for your brand
Online video creative best practices are the same as TV – integrated brand engagement
Make sure your display ads are well branded, don’t contain too many messages, each frame
can stand on its own and include human presence and product shots
97

98. MEDIA & DIGITAL
Thanks for
your time!
Please tell
us what you
think:
SMS
Digital
to
35656
(RSA only)
98