James Galpin - Millward Brown

1. COMO AVALIAR AS CAMPANHAS DE
BRANDING EM DIGITAL?
JAMES GALPIN
HEAD DE
MARKETING&DIGITAL
LATAM
MILLWARD BROWN

2. DIGITAL
is not
A CHANNEL
2

3. ?
WHAT’S THE
ROLE OF YOUR
digital
channel
3
To add reach to a campaign… or to work alongside other channels?
To fulfil demand… or to generate it?
To engage with a community, or to build one?
To drive e-commerce or acquisitions, or offline sales?
To take the place of TV, or of print?
To target people at home, at work, in-store?
To drive brand awareness, or consideration, or trial?

4. 4
How do you
measure
success?
SALE
Shares
Clicks
Frequency
Advertising

5. 5
click here
TO BUY NOW? SHORT-TERM SUCCESS IS IMPORTANT.
But for most brands long-term success is even more important.
POWER
Meaningful
Different
Salient
VOLUME
BOUGHT
(index to average)
LOW
0.44
MEDIUM
0.68
HIGH
2.2
BRAND STRENGHT
Brands that are Meaningful, Different and Salient
are the ones that generate greater volume share.

6. Clicks are
not
correlated
with brand
impact
6
Source: “Can Rich Media Metrics Predict Brand Impact?” by Ken Mallon (Dynamic Logic) and Rick Bruner (Google)
Click Rate vs Impact on Advertising Awareness
Linear regression
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0.40
Click rate (log)
Adawareness
0.20
0.00
-6.00 -4.00 -2.00 -0.00

7. 7
* Source: Sizmek Benchmarks Report 2014 (Sizmek is a leading ad-server). For Australia, in 2013, the average CTR (click-through rate) of a
standard banner ad was 0.06%. For Rich Media banners, the average CTR was 0.13%.
CLICK ME
Less than 0.2%*
OF ONLINE BANNER ADS
ever get clicked on
if you’re only measuring your digital activity with click-based metrics…then
you’re ignoring the brand effect the ad had on the other 99% of people who
saw it

8. 8
In the next 30 minutes
1 2 3
HOW WELL DOES
DIGITAL WORK?
How does digital
performance compare
with other media
WHAT HELPS
IT WORK
What have we learned
about what makes
digital work harder
CAN IT WORK
EVEN HARDER
How can we make it
even more impactful

9. 9
HOW WELL DOES
digital work?
Source: Top 10 drivers of advertising profitability, Paul Dyson, Admap, September 2014

10. Average
Reach –
LATAM (incl.
Brasil)
10
Source: This Year, Next Year - December 2014, Group M
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ONLINE VIDEO RADIO ONLINE DISPLAY OOH TV
%Reach

11. Average
Reach –
Brasil
11
Source: This Year, Next Year - December 2014, Group M
ONLINE VIDEO ONLINE DISPLAY TV
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
%Reach

12. But Online video
outperforms it in
Brasil+LatAm.
TV has most
impact on
saliency
among those
it reaches
globally.
12
Source: This Year, Next Year - December 2014, Group M
2,0%
1,0% 0,9%
1,2%
1,3%
1,7%
0,9%
0,7%
0,9%
2,0%
Global Brasil+LatAm
% lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV

13. Again Online
performs
well vs TV in
building
brand
associations
& imagery,
but online
does well too
13
% lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
1,4%
1,2%
0,9% 0,9% 1,0%
1,7%
1,0%
0,6%
0,7%
1,5%
Global Brasil+LatAm

14. On Motivation,
in Latam
Online Video
is the winning
driver, but
online display
performs well
too
14
% lift among people reached
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
1,2%
0,9%
0,8%
1,0%
1,1%
1,5%
0,6% 0,7%
1,1%
2,0%
Global Brasil+LatAm

15. And share of
impact vs.
share of
spend shows
that Online is
out
performing
TV
15
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Spend
Saliency
Association
Motivation
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV

16. In Brasil+LatAm
Online
performance is
VERY strong vs
TV
16
ONLINE VIDEORADIO ONLINE DISPLAYOOHTV
0% 20% 40% 60% 80% 100%
Spend
Saliency
Association
Motivation

17. 17
WHAT HELPS
digital work
BETTER?

18. 18
Source: IPA ‘The link between creativity and effectiveness’.
We see good impact across all measures in Brand Lift studies
3,0%
4,8%
3,3%
2,3%
2,0%
0,9%
4,0%
2,3%
0,7%
0,4%
1,3%
3,2%
1,8%
0,6%
0,4%
Aided Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent
Brand Lift Norms
Global Brasil+LatAm Brasil
BUT Brasil & LatAm are a little behind global performance

19. 19
All Australian campaigns to date – n=184 campaigns
Good campaigns are very powerful, but…..
If you get it wrong, your digital campaign could have a negative impact on the brand
%differenceExposedvsControl
It’s not enough to be entertaining, you need to be relevant to cut through the inertia barrier
Best (top 20%) Worst (bottom 20%)Average
11,5%
7,9% 6,8%
4,0%
0,7% 0,4%
-2,6%
-5,7% -5,9%
BRAND FAVOURABILITY PURCHASE INTENTONLINE AD AWARENESS
Brasil + LatAm Best vs Worst campaigns

20. 20
Prominence of Brand matters
Consistent branding drives awareness and ensures impact of message attaches to right brand
1,8
-1,5
3,2
1,2
No/Partial Logo Presence 100% Logo Presence
ONLINE AD AWARENESS BRAND FAVOURABILITY

21. 21
Good targeting helps online perform better
Make sure your message reaches the people it is meant too
1,8%
0,4%
2,7%
0,6%
Message Association Purchase Intent
All In Target

22. 22
Higher frequencies deliver bigger impact
But watch out for diminishing returns
0,5%
1,4%
0,5%
0,2%
2,4%
5,4%
0,7%
0,4%
Aided Awareness Online Ad Awareness Brand Favorability Purchase Intent
1 -3 frq 4+ frq

23. 23
CAN DIGITAL
deliver more?

24. Share de tempo em
telas digitais é de
69%
Digital has
the eyeballs
24
28
33
28
22 26
11
12
11
12
9
30
30
30
29 28
24
19
25 28 27
3
3
2
2 35
4
4
6 8
Radio Newspaper/magazine TV PC/laptop Tablet Mobile
Brazil 16 - 24 25 - 34 35 - 44 45 - 54Total time spent on
devices and media
(hrs/day)
Share of time
on devices (%)
Share of time
on media (%)
9.8 11.0 9.4 9.0 10.5

25. % Share of
Brasil
Media Spend
25
Source: This Year, Next Year - December 2014, Group M
0
10
20
30
40
50
60
70
80
2009 2010 2011 2012 2013 2014 2015f 2016f
TV
Radio
Newspapers
Magazines
Outdoor
Internet

26. % Share of
Global Media
Spend
26
Source: This Year, Next Year - December 2014, Group M
0
10
20
30
40
50
60
70
80
2009 2010 2011 2012 2013 2014 2015f 2016f
TV
Radio
Newspapers
Mags
OOH
Internet

27. Target
with care
27
NET (+ve
minus –ve)
Your interests
(passions, hobbies & pastimes)
The type of brands you like or follow
The type of surrounding context
(show, website)
Video viewing history
Where you live
Your social media profile
Your online shopping history
Where you are when the video is shown
Your web browsing history
Your online search history
Your demographic profile
(age, gender etc.)
-15
-18
-17
-21
-20
-19
-22
-18
-24
-22
-22
48
47
40
39
39
39
38
37
36
36
36
-50 -30 -10 10 30 50
+33
+29
+23
+18
+19
+20
+16
+19
+12
+14
+14
NEGATIVE POSITIVE
Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
Source: AdReaction Video Brazil

28. Use the right
creative
formats
28
NET (+ve
minus –ve)
NEGATIVE POSITIVE
Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
Source: AdReaction Video Brazil
-12
-19
-23
-25
-21
-38
-43
-54
-51
66
49
48
46
45
30
27
23
19
-100 -80 -60 -40 -20 0 20 40
Mobile app reward
Skippable pre-roll
Skippable mobile pop-up
Social click-to-play
In-banner click-to-play
Social auto-play
In-banner auto-play
Pre-roll
Mobile app pop-up
+54
+30
+25
+21
+24
-8
-16
-31
-32

29. 29
Source: Millward Brown AdReaction Video
Some ads engage everywhere
BRAZILAUSTRALIA

30. 30
Source: Millward Brown AdReaction Video
Focus on skip resistance
AUSTRALIA
AUSTRALIA

31. 31
Source: Millward Brown AdReaction Video
Don't be afraid to brand
USAGERMANY

32. 32
Source: Millward Brown AdReaction Video
Custom content works best
USA

33. 33
James Galpin
Head of Digital & Media
Millward Brown LatAm
São Paulo, April 2016
BUILDING
brands
WITH
digital
THANK YOU
James.Galpin@millwardbrown.com