The IAB partnered with Kantar, global leaders in ad effectiveness - - PowerPoint PPT Presentation

Australian Cross Media campaign effectiveness studies

As part of this study Kantar analysed…

global Digital Brand Lift studies global Cross Media campaign effectiveness studies global Marketers as part of

• ur annual Getting Media

Right industry survey

The IAB partnered with Kantar, global leaders in ad effectiveness research, on an Australian first report on the impact of digital advertising on building brands.

With over half of all ad dollars spent on digital media, the IAB wanted to demonstrate to marketers how to get the best return from their ad investments

Source: IAB Australia Online Advertising Expenditure Report prepared by PWC 12 months to December 2018 and 2017, CEASA 2018

317% 196% 128% 59%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Brand building is vital for business success. In the long term, strong brands generate more superior shareholder returns than leading market indexes.

BrandZ Top 10 Powerful Brands BrandZ Strong Brands Portfolio S&P 500 MSCI Word Index

Source: Kantar BrandZ Top 100 Most Valuable Brands 2019

Communication

media investment Has a direct impact on sales Has a direct impact on equity BRAND EQUITY BUSINESS

Total MROI The complete impact on sales from media investment

Investment in media directly impacts sales and also impacts brand equity (….. and brand equity is a driver of sales)

Source: Kantar Total MROI database

A strong brand drives future sales, as well as sales TODAY.

Source: Kantar Total MROI database

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Long term sales

Strong brands are built by being Salient and Meaningfully Different In this report these are reflected as the aggregate metrics of Awareness, Brand Associations and Motivation

Digital advertising is effective at delivering brand impact and has a marketing role beyond that of short-term sales

2.3% 2.2% 4.7% 0.9% 2.3% 1.2% 1.5% 1.1% 1.5% 1.6% 1.7% 0.9% 1.8% 1.5% 1.2% 0.8% 1.3% 1.7% 1.9% 0.8% 2.7% 1.4% 1.2% 0.7% TV Online Video Cinema Radio Print Online Display Social Outdoor

AWARENESS ASSOCIATIONS MOTIVATION

AVERAGE CAMPAIGN IMPACT PER PERSON REACHED

All digital formats can help build brands

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

The brand impact of digital campaign exposure is retained well after the campaign ends and this retention is comparable to offline media channels

10 20 30 40 50 60 70 80 90

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16

VIDEO SOCIAL DISPLAY

8 weeks after flighting, digital media retains over 20% of

• riginal brand impact

% RETAINED BRAND IMPACT AFTER ADVERTISING ENDS

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

Retained brand impact for digital video is on par with that of TV - effective advertising carries through similarly online and offline

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

+19% +35%

Incremental Impact of Media Channels on ROI

Number of Channels

There is a body of evidence to support it is the COMBINATION of media (including digital) that drives greater ROI and not specific media on its own

Kantar are not the only measurement company to prove that synergy drives greater marketing effectiveness. Analytics Partners meta- analysis shows adding multiple touchpoints increases ROI significantly – up to an additional +35% for five channels.

Source: Analytic Partners, 2016; Analysis based on over 3,200 campaigns from 2010-2015, Platforms include TV, Print, Radio, Display, Paid Search, Online Video, PR, Out-of-Home and Cinema

Digital channels demonstrate synergy effects when working with each other (video, display, social), as well as strongly complementing offline media.

% SHARE OF OVERALL BRAND CONTRIBUTION

18% 13% 17% 23% 24% 22% Social Online Display Online Video

AUSTRALIA / NZ

Synergy with offline media Synergy with digital media Exclusive Synergy

(share of contributions due to exposure to this channel plus another)

Exclusive

(share of contributions due to exposure to this channel on its own)

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

Over 40% of digital brand effects are a result of working with other digital or

• ffline media to

produce synergistic effects.

Digital touchpoints pay their way back in building brand building and are more cost efficient than most offline channels

79% 108% 69% 97% 80% 131% 103% 74% 112% 116% 129% 142% 149% 108%

66% 130% 102% 124% 136% 164% 97% TV Online Video Radio Print Online Display Social Outdoor

AWARENESS ASSOCIATIONS MOTIVATION

Index = 100

Index : Share of Brand Impact / Share of Spend

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

TV Digital Radio Outdoor Print Cinema Short term sales

Total ROI by media today

Equity driven sales through that media

Taking into account the complete picture of total ROI shows digital contributes to both short-term and brand equity driven sales.

Source: Kantar Database TMROI non FMCG

Social and video formats have come of age with brand ROI improved over time

Reflects adoption and reach as well as improved ad units with better integration, new features and user experience.

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

Top performing digital campaigns are over 3.5 times more impactful than the bottom performers, with top performing campaign spend just 12% higher

Source: IAB/Kantar ‘The Digital Brand Effect Report’ October 2019 - 145 Australian/New Zealand cross-channel studies

Creative quality

50%

Reach 25% Frequency 16% Media synergy 9% Drivers of Salience: Overall Campaign Level

Source: Kantar global CrossMedia studies, 2015-2017, (223 studies).

Creative quality is half of campaign impact, followed by reach and frequency.

Design creative with context in mind. Optimising assets to work their hardest makes your ad dollar work to highest potential

100 157

Not well integrated or adapted to media context Integrated AND most media were customised well

Base: (57) (102)

+57 Creative synergies help to drive much greater return and optimize both digital and traditional spends

Campaign contribution to brand exposure growth

(100 is indexed) Source: Kantar global CrossMedia studies, 2015-2017, (223 studies). Overall Campaign Contribution is a measure of campaign impact on a combination of all brand KPIs (awareness, associations, motivation)

Manage your frequencies – over exposure impacts cost efficiency and can be negative for brands

For top digital campaign performance, best practice is more than simply a bigger investment

Don’t just think short term – Digital channels are highly cost efficient for driving brand metrics Work with other media – 35-45% of digital impact comes from working effectively with other media Optimise your creative assets to the channel/platform where they will appear Test and learn with new and emerging formats/platforms – in the early stages of development, they can

• ut perform other channels

All digital channels are effective at delivering brand impact - digital media has a marketing role beyond that of short-term sales activation. The brand impact of digital campaign exposure is retained well after the campaign ends and this retention is comparable to offline media channels with 20% of the original brand impact of digital campaigns retained for eight weeks after the original exposure. Digital campaigns have a higher share of brand impact compared to the share of spend, with the report finding that digital touchpoints pay their way back in building key brand building metrics being more cost efficient than most offline channels. Digital advertising excels when it is part of a multimedia campaign. Adding multiple touchpoints (including digital media) to a campaign increases ROI significantly. The upside in brand impact is significant for brands who create digital campaigns with context in mind and integrate with other media. Top performing campaigns are over 3.5 times more impactful than the bottom performers.

In summary ….

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