FOR BRANDING CAMPAIGNS 1 Online media has drastically changed since - - PowerPoint PPT Presentation

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HOW TO DELIVER ONLINE MEDIA EFFICIENCY FOR BRANDING CAMPAIGNS

• Creative in premium environment – Digital also provide the right

environment and creative flexibility for branding purpose

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Online media has drastically changed since the 1stad

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The industry evolved to a more tailored, impactful and creative communication

Social messenger app communication

Distribution of the video on social platforms Sharing Lunar New Year greeting cards; Photos and voice messages

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Planning in a context of de-multiplied touch points

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Efficiency framework for branding campaigns

MEDIA IMPACT

DELIVER ON THE RIGHT MEDIA KPIS CONTROL MEDIA DELIVERY

BRAND EXPERIENCE

SELECT THE MOST INFLUENTIAL TOUCH POINTS DIFFERENTIATE CATEGORY USERS VS. NON USERS

Market Share v Brand Experience Share

0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand Experience Share Market Share Average correlation across all Touchpoints projects = 86%

Brand experience correlates with market share

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Influence and brand recall at the heart of media planning

TOUCHPOINT INFLUENCE BRAND RECALL IN EACH TOUCHPOINT

Relative influence of each touch point on purchasing % recall of each brand in each touchpoint

Interviews with c. 1,000 active category consumers per project

Non-Buyers Buyers

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Rejecters Considerer Preferrer Loyal

TV ads Online Video Packaging Display adversting Coupons Word of Mouth

Higher Level of Brand Experience

How and where we communicate to current non-buyers may be vastly different compared with current buyers

BUYERS NON-BUYERS

Whereand to Whois critical to maximize impact

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Deliver on the right online media efficiency KPIs

IMPRESSIONS AND CLICKS DO NOT SUFFICE TO ASSESS THE MEDIA EFFECTIVENESS OF A BRANDING CAMPAIGN

BRAND/AGENCIES

PUBLISHERS From Impressions/Clicks to Reach and Frequency Add/Sale inventory with 100% viewability billing guaranteed

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For branding campaigns, media impact equals reach & frequency

OPTIMAL CAMPAIGN REPETITION BETWEEN 4 TO 7 FOR AWARENESS OBJECTIVE

Source: IAB

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Display advertising moving to programmatic in APAC

Source: Brandscreen, Real time media, E-marketer ,2014 Hong Kong 14% Taiwan 6% Singapore 18% Malaysia 21% Thailand 10% Indonesia 11% Korea 15% Philippines 3% Vietnam 2%

2014

¼ total display spend (US$ 237M) 30% penetration by 2018 (MY & SG) Significant in all markets to justify global programmatic

companies setting up

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Leverage programmatic for greater in-target impact

Premium Marketplaces through trading desk Publisher Direct Biddable platforms with audience targeting

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Benchmarking: Reaching 100% in-target is not realistic

Source: Comscore Ad analytics best practices APAC 2015, Global Web Index – Mobile device Q3 2014

Mobile Sharing by Region, Market and Demographics

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Viewabilityas a control metric to ensure maximum impact

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Higher level of viewabilityimplies greater interaction

Source: Sizmek Viewability Benchmark 2015

x3.6 X14.5

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Benchmarking: Viewabilitythreshold at 54.7% in APAC (desktop)

Source: Comscore Ad analytics best practices APAC 2015, Sizmek Viewability Benchmark 2015

Reaching 100% in-view is not realistic

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Key Takeouts

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INFLUENCE TOUCHPOINT SELECTION FOR MEDIA PLANNING IMPACT

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IN TARGET REACH AND FREQUENCY FOR MEDIA DELIVERY IMPACT

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VIEWABILITY AS MEDIA DELIVERY CONTROL

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OPTMIZE IMPACT THROUGH CHANNEL PLANNING

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Omnichannelplanning: Link all selected touch points to deliver seamless brand experience

Campaign Platform Define Role and KPIs of each Touch point

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Omni channel: reinforce specific touchpointsbased

• n consumer upcoming trends

39% 44% 34% 30% 27% 18% 22% 11% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Hong Kong Malaysia Singapore Taiwan

What percentage of purchases were driven by online influences?

Online influenced purchase Online did not influence purchase

13% of offline luxury sales

influenced another 28% of sales

Sources: McKinsey, Digital Luxury Experience 2013, Global Web Index Webrooming vs Showrooming Q1 2015 Consumer barometer HK; MY; SG; TW; [25 to 34 years, 35 to 44 years, 45 to 54 years, 55 and over]; High Income

v

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Challenge creative execution to ensure a synergy between media and creative

Allow experience sharing

• n social media

Enhance user brand experience

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Re-contact based on interest

Recontact engaged users from branding campaign

Jan Feb March

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Branding Campaign Product campaign

KOLs’ Outreach

Display Banners

PR release SEM Blogs

Audience pool creation based

• n consumer intent (watched

a video, went on the website, interacted with social media)

Video Pre roll Display banner E-mailing Display

Campaign Platform

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Re-contact based on Search Intent (China)

Search Based OTV Search Based Display

Display Both PC & Mobile

Branding campaign Keywords Branding campaign Keywords

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To remember for next branding campaign planning

A B

SET THE RIGHT KPIs AND CONTROL METRICS TO ENSURE MAXIMUM MEDIA IMPACT

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INVESTING IN PLANNING TOOLS RESEARCH WILL DELIVER GREATER ROI LINK TOUCHPOINT THROUGH CAMPAIGN MAPPING AND CREATIVE EXECUTION

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THANK YOU 