Advertising effectiveness - Multi touch points 2016 09 29 Febelmar event @Vlerick Leuven Fine-tuning your Multi touchpoint campaign to maximize impact

1. Fine-tuning your multi touchpoint
campaign to maximize impact
Ilse Bruwiere
Sr. Client Service Director Ipsos Connect
Antoon Van der Steichel
Research Director Ipsos Connect
Febelmar

2. The way PEOPLE
consume media has been
CHANGING dramatically.

3. The way PEOPLE interact
with brands has BEEN
CHANGING dramatically

4. The traditional
media buying
model is being
challenged

5. DIGITAL
SHOULD
COMPRISE
AROUND A
QUARTER OF
TOTAL MEDIA
BUDGET TO
MAXIMISE ROI
THE ARF SAYS TRADITIONAL MEDIA SHOULD
STILL FORM THE MAJORITY OF THE IDEAL
MEDIA MIX
Optimized Mix per Target - $15m Budget
*Digital comprises video, display and paid search advertising delivered
on desktop and mobile devices

6. THE ARF ALSO REPORTS ROI OF A CAMPAIGN
INCREASES WITH NUMBER OF CHANNELS
USED
*Media channels: TV, Print, Radio, Display, Paid Search, Online Video,
PR, Out-of-Home & Cinema
Incremental ROI of Additional Media Channels
DIGITAL
SHOULD BE
ONE OF
SEVERAL
MEDIA
CHANNELS IN A
CAMPAIGN

7. To make the best decisions
about how to allocate
funds across the many
paid, owned, and earned
touchpoints, people-based
facts should supplement
your planning.
The right insights can turn
uncertainty into great
opportunity.
7

8. Lowest CPM As the goal
MEDIA PLANNING IS STILLLARGELY
BASED ON THE CONCEPT OF BUYING
EXPOSURES…
BASED ON REACH AND FREQUENCY

9. However,
advertising
outcomes
do not
follow
media
exposure
very well 18-34 yrs 35-49 yrs 50+ yrs
Proven
Recall
Claimed
Recall
Watch MORE TV per week
TV Ad Recall
(Ipsos Connect database)

10. Furthermore,
different TPs
vary in their
ability to
engage
Consumed/Exposed 1+ times per month
CategoryBrand(Ad)Recall
Store Distribution
Television
Online Ads
On-Shelf
Billboards
Radio
TV Sponsorship
Brand Use
Newspapers
Packaging
Coupons
FacebookContests
OnLine Offer
Mag Insert
Recipe Website
Magazine
Ctg Website
Brand Website
0
80
120

11. Clearly some exposures are better
than others, for the right objectives…

12. Some (online) advertisers are already aware …
TV AND OOH ADS FOR
BRAND AWARENESS AND
BRAND UNDERSTANDING
ONLINE AND SOCIAL
MEDIA ADS FOR SALES
CONVERSION

13. So, what to do to
maximize value and impact?

14. Which
touchpoints are
people consuming?
Which are they likely
to experience in
the future?
Which TPs make
most sense for
the brand
objective and
target?
Which
of these
touchpoints
engage and
have impact?
How much is the
right amount to
spend, and on
which
touchpoints?
Advertising
challenges

15. We will take
advantage of some
observed realities
Attention differs across the
various touchpoints
The impact of touchpoints differ
across different targets, for the
different brand objectives
Creative quality is a key component
in the efficacy of each touchpoint
and integrated campaigns.

16. Please contact us for more information
THANK
YOU
ILSE BRUWIERE
Sr. Client Service Director
Tel: +32 (0)9 216 22 03
Mail: Ilse.Bruwiere@ipsos.com
ANTOON VAN DER STEICHEL
Research Director
Tel: +32 (0)9 216 22 33
Mail: Antoon.Vandersteichel@ipsos.com