3. Direct Mail -45.4%
Cinema 0.0%
Internet 21.9%
Out of Home 3.5%
Print -12.8%
Radio 4.9% Television 3.0%
Mediaconsumptionischanging
Extracted from Adex: Adspend in YTD June 2012 vs previous 12 months.
4. 4
A 70|20|10 framework can help drive innovation
Approach
to Innovation
Approach
to Innovation
2005
Budget
Allocation
Budget
Allocation
2011
Learning
Development
Learning
Development
1980’s
6. 6
Reliable impact and ROI
Campaign delivers
strongly against plan
Some impact and ROI
New innovations work
well, some pleasant
surprises
Practical learning
and pointers for the future
Campaign functions;
occasional runaway
success
70 20 10
How can we summarise our objectives?
What must
media deliver?
What does
success
look like?
Large optimization
gains have a
significant impact
within channel
Success of media;
optimize within channel
Winners and losers
identified (failure part
of future success)
Future channel potential
and initial optimization tips
Incremental
optimizations make a
big overall difference
What does
success
look like?
Opportunities for
optimization across
the media mix
Research must
identify
7. 70|20|10 mentality driving innovation
7
70
20
10
TV
Outdoor
Radio
Print
Cinema
Classifieds
Activations
Out of Home (Rank
TV, Taxi TV)
Online search &
display
2005
TV
Outdoor
Radio
Print
Cinema
Activations
Out of Home
(Rank TV, Taxi TV)
Online search &
display
Social Media
Online Video
Gaming
2009
TV
Outdoor
Radio
Print
Cinema
Activations
Out of Home
(Rank TV, Taxi TV)
Online search & display
Social Media
Online Video
Gaming
Mobile
AR, LBM
2013
10. 65
43
13 11 9
4
TV
TaxiTV
Print
Outdoor
Radio
Taxi Rank
TTV resonates in a similar way as TV does!
SA financial campaign10
In the example below, 2/3rd’s of the sample said they had seen the ads on TV when
it was only flighted on TTV!
Where have you seen the campaign for brand XXX?
11. 11
How can I get more frequency for my money?
How can I get more frequency for my money?
Click on TV to view more
16. Big impact usually costs a lot of money...
16
Press
Online
OOH
TV
... but sometimes a little money can work a lot harder
Overall Media
Contribution
1.1
0.4
0.8
0.6
Contribution
Per $Xm
0.5
0.4
0.6
1.9
3.4%
Consideration
24. Media contribution to campaign uplifts
24
Synergies are accounting for 61% of media uplifts. TV has a synergistic
effect on driving uplifts along with other media.
13%
19%
7%
34%
27%
Outdoor
TV & Radio
TV & Outdoor
Radio
Print
25. 25
In order to be successful,
brands need to create media
agnostic ideas that are social
at their core.
