Building Brands Online
M A R K H E N N I N G – D I R E C T O R M E D I A & D I G I T A L S O L U T I O N S

Millward Brown are pioneers of evaluating brand impactof
digital advertising
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MILLWARD
BROWN
Brand experts for over 35 years
DYNAMIC
LOGIC
Digital & media
experts for 12+ years
MarketNorms®Brand & Media
Experts
Research
Quality

How To: Building Brands Online
3
1 Setting the Right Objectives
2 Best Practice for Brand Effect Online
3 Maximising the Role of Online in a MultimediaCampaign

How To: Building Brands Online
4
1 Setting the Right Objectives

Online: the most measurable medium
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Clicks
Click Thru Rate
CPM
CPC
Interactions
Unique Browsers
Engagement
LikesFans
Views
Downloads View Throughs
View Throughs
Unique Users
Impressions
Cost per Engagement
Video Completion Rate

We have lots of metrics, but none of them measure
brand effect
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BRANDING

It is possible to measure online brand impact
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0
1
2
3
4
5
6
7
8
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favourability
Purchase Intent
Change in Key Brand Measures
Due to Campaign Exposure
%DeltaControlvsExposed

And benchmark against relevant norms
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0
1
2
3
4
5
6
7
8
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favourability
Purchase Intent
Change in Key Brand Measures
Campaign vs Millward Brown Industry Norm
Campaign Impact Millward Brown Industry MarketNorm
%DeltaControlvsExposed
All Australiancampaignsthrough May 2013 – n=106+ Campaigns

But should we be aiming for just average?
There is large variation in performance of online brand campaigns – we
should be aiming to significantly outperform the average
Millward BrownAustralian Campaign MarketNorms
6.9
13.4
5.7
7.5
1.8
5.1
1.3 1.8
-1.6
-0.6
-3.1 -2.8
Best (top 20%) Average Worst (bottom 20%)
%differenceExposedvsControl
Brand Favourability Purchase IntentOnline AdAwarenessAided Brand Awareness
All Australiancampaignsthrough May 2013 – n=106+ Campaigns

And KPI Objectives should be adjusted by industry
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0
1
2
3
4
5
6
7
Aided Brand
Awareness
Online Ad
Awareness
Brand Favourability Purchase Intent
Key Brand Measure Millward Brown Industry Norms
Automotive FMCG Fin Services Technology
%DeltaControlvsExposed
All Australiancampaignsthrough May 2013 – n=106+ Campaigns

So, what are we recommending?
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1. Be aware of how you are measuring your digital campaigns
2. Understand your goals and set relevant objectives
3. Test and learn
1. Know what is a good result and what isn’t (Benchmarks/MarketNorms)
2. Dig deeper than just topline numbers - it is not just about a one number report card. In
every campaign there will be things that worked well and thing that didn’t
4. Use what you learn and apply to all your campaigns

How To: Building Brands Online
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1 Setting the Right Objectives
2 Best Practice for Brand Effect Online

The advertising challenge is consistent across online
and offline media
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branded
engagement:
Will the ad connect with the
consumer in a branded fashion?
motivation:
Do the brand associations make it more
desirable at key decision moments?
But online, we need to achieve this in
LESS THAN THREE SECONDS

The brand name should always be highly visible
throughout the creative
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✗ 

Consistent brand presence is critical for raising
awareness in the online environment
Source: MarketNorms, Full Dataset Q2/12; 0% Logo Pres. N= 217 campaigns, n= 244,360 respondents;
Partial Logo Pres. N= 2,268 campaigns, n= 2,701,813 respondents; 100% Logo Pres. N= 4,519
campaigns, n=5,369,946 respondents
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1.7
3.7
2.2
4.0
2.4
4.7
Aided Brand Awareness Online Ad Awareness
PercentImpacted
0% Logo Presence 50% Logo Presence
100% Logo Presence
Percent Impacted = Exposed - Control

Keep the messaging simple, clear and direct
Each frame of the ad should be able to stand alone
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✗


Don’t make your viewers work to see your message
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✗


3.6
2.7
1.2
2.4
0.9
0.3
2.0
1.4
1.1
Aided Brand Awareness Brand Favorability Purchase Intent
Video Rich Media Std Flash
In Australia, we see that Video has a stronger impact
on brand metrics than other online formats
Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns;Flash =
campaigns; Grey Italics on charts indicate values are not statistically significant
Online Video outperforms other online ad formats in building Aided
Brand Awareness, generating Brand Favourability and Purchase Intent
%differenceExposedvsControl

2.7 2.7
1.3
1.9
1.0
-0.4
1.1
1.0 1.0
Aided Brand Awareness Brand Favorability Purchase Intent
Video Rich Media Flash
And online video impact only requires low frequency
%differenceExposedvsControl
AD FORMAT– FREQUENCYOF1-2
Australia AdIndex Database October 2012 : Video Freq 1 -2 = 12 campaigns ; Rich Media Freq 1-2 = 19 campaigns ; Flash Freq 1-2 =
campaigns Grey Italics on charts indicate values are not statistically significant

-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
1-3 4-9 10-14 15+
Standard Flash Video
However, high frequencies for online video can be
negative
*Source: MarketNorms database to Q2 201220
Managing frequency across publishers/networks is critical
AVERAGE%IMPACTED–
PURCHASEINTENT
FREQUENCY

Consider using video and standard flash to extend the
life of your online campaign
Source: Australian FMCG Campaign Case Study 201121
Video and Flash combined gave a better result in this FMCG campaign
aided brand
awareness
message
association
brand
favourability
purchase intent
Display VideoVideo &Display
2.4
0.0
4.5
1.3
5.2
2.8
1.6
0.0
9.7
8.5
5.0
2.5
AVERAGE%IMPACTED

Best Practice for Brand Effect Online
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But generally online is not used in isolation
• Quality CreativePlays a Big Role
• Video and High Impact Outperforms
• Manage your Frequencies
1
2
3
4

How To: Building Brands Online
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1 Setting the Right Objectives
2 Best Practice for Brand Effect Online
3 Maximising the Role of Online in a MultimediaCampaign

Based on a range of Cross Media studies across the Asia Pacific
Region, we see that TV still dominates for reach
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Reach by Medium (% of Total Sampleexposed to the campaign through each channel)
30%
38% 36% 37%
30%
75%
Reach
Source:MillwardBrownAP CrossMediaStudies(Average of 22 campaigns)
NEWS
NewspapersMagazines OutdoorOnline TVRadio

Difficult to add incremental reach when 80%+of target are reached by TV
Online Video can add reach to TV campaigns……
Discreet Reach & Duplication for TV and Online Video
80%
27%
Target Audience: Total Reach 83%
TV
Online Pre-Roll Video
Source:MillwardBrownAustralia CrossMediaReach&Frequency Studies(Average of 18campaigns)25

But this varies significantlyacross campaigns
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Online Video can provide incremental significant incremental reach to a
smaller TV campaign
80%
27%
Target Audience: Total Reach 93%
TV
Online Video
80%
27%
Target Audience: Total Reach 62%
TV
Online Video
Source:MillwardBrownAustralia CrossMediaReach&Frequency Studies(Average of 15 campaigns)
Highest Overlap of CampaignsMeasured
Highest Incremental Reachof
CampaignsMeasured

Importantly, Online Video Reach increasesamongst
lighter TV viewers
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Reach%
Heavy TV
Viewer
MediumTV
Viewer
Light TV
Viewer
No TV
Viewer
Source:MillwardBrownAustralia CrossMediaReach&Frequency Studies(Average of 14 campaigns)

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60
65
70
75
80
85
90
Less TARPs
+
1+ REACH CURVE – Target Audience
% 1+ Reach
TARPs
Campaign Reach
Fewer TARPs required to achieve Campaign reach when TV and Online
Pre-Roll are used together
Resulting in more efficient reach for integratedcampaigns

Online also impacts brand metrics within multimedia
campaigns....
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TVOnline
OOH
Brand Awareness Campaign messaging
TV
Print
Online
OOH
Source:MillwardBrownAustraliaCrossMediaReach&Frequency Studies(Average of 18campaigns)
Proportion of Brand Impact Attributable to each Media Channel

Importantly punchingabove its spend weightfor
Purchase Intent and/or Consumptionmetrics
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Consumption
TV
Print
Online
OOH
Consideration
TV
Print
Online
OOH
Source:MillwardBrownAustraliaCrossMediaReach&Frequency Studies(Average of 18campaigns)
Proportion of Brand Impact Attributable to each Media Channel

In Summary
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• If the objective is to build brand, then measure brand effect
• Manage your campaign creative quality, frequencyand format
• Online is effective in multimedia campaigns especially to drive
efficient reach and purchaseintent

Building Brands Online
M a r k H e n n i n g – D i r e c t o r m e d i a & D i g i t a l S o l u t i o n s