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Insights from the cutting edge of digital

Insights from the cutting edge of digital.

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Insights from the cutting edge of digital

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  1. Insights from the Cutting Edge of Digital • Stephen DiMarco • CEO, MB Digital,MilwardBrown@sdimarco • George Pappachen • Executive Vice President Global Strategy, WPP@GPappachen

  2. Digital Media Trends

  3. Marketing state of the union Many potential touchpoints No single path to purchase Difficult to quantify impact (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Getting DigitalRight study, 2015.

  4. Marketing execution – the right questions Advertising Intelligence What are the relevant creative messages? What is the consumer’s media journey? What questions should I be asking? Media Intelligence Who is the target audience? Consumer Intelligence Earned Media Intelligence What did they do about it? Where did the ad appear? Who saw the message? How much was spent to place it? Audience Intelligence Advertising Intelligence

  5. Targeting audiences online

  6. Targeting audiences online Challenge What we did Result A TV provider was looking to target existing customers with an offer promoting the ability to watch different channels, in different rooms, on different devices. Create an audience of existing subscribers who watched TV across multiple devices. We refined the target by including those who definitely agreed that ‘PVR technology has changed the way I watch TV’ indicating an interest in TV tech developments Average video viewing time across the target segment was 33% longer than the campaign average. The audience was more engaged as a rich target definition meant we were hitting the right people, with the message, efficiently.

  7. Targeting audiences online Panelists are matched to a provider’s database using name, address, email & more target respondents are matched to online cookies and ‘look-alike’ audiences are modelled Utilize large scale on/offline database seed respondents Look-alike targets made available to ad-serving platforms

  8. 2nd screen Ad Targeting Challenge What we did Result An advertiser was looking to conquest by delivering ads on the second screen in direct competition with the competition's TV ads. The advertiser’s trading platform used real-time ad occurrence data feed to optimize messaging during the campaign. This enabled the advertiser to target online ads within the same time period of competitive ads running on TV. The real-time ad occurrence feed provided a correlation for more precise targeting on the 2nd screen. This capability can be applied to both competitive conquesting and continued message.

  9. 2nd screen Ad Targeting using real-time ad occurrences

  10. Share-of-voiceAd Targeting Challenge What we did Result An advertiser was looking to combat against ‘brand clutter’ and identify online white-space opportunities for uniqueness of message. Using ads data, the advertiser gained an ability to employ a more strategic approach. With this information in-hand, the advertiser identified and served ads that commanded a higher share-of-voice of message to the target audience. Identify concentrations of ads from the same vertical as well as from competitive brands. The advertiser was then able to target sites the target was visiting where there were fewer competitive ads.

  11. Opportunity Zones Share-of-voiceAd Targeting Ad Spend and Impressions Data Competitor Brands Websites Ad Activity Moderate Clutter High Clutter Zero Clutter Very High Clutter Low Clutter

  12. Reaching the Dynamic Consumer in an Evolving Digital Landscape

  13. Understanding the consumer journey DEMOGRAPHICS GEOGRAPHICS PSYCHOGRAPHICS Relationship with CATEGORY BRAND TOUCHPOINTS (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.

  14. Category influences time investment LENGTH OF PURCHASE JOURNEY Number of days from start of journey to purchase for each category (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.

  15. Laptop/PC usage goes up with task length LAPTOP / PC TABLET SMARTPHONE (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Getting Audiences Right study, 2015.

  16. Higher Education drives high visitation (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Compete Clickstream panel; laptop/desktop unique visitors.

  17. Higher Education receives higher engagement (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Compete Clickstream panel; top sites for Higher Education behavioral segment (includes Colleges & Universities, Financial Aid, Online Courses, Student Resources.

  18. Top 10 Sites Higher Education sites 6. 1. 2. 7. 3. 8. 4. 9. Aug 2015 10. 5. (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Compete Clickstream panel; top sites for Higher Education behavioral segment (includes Colleges & Universities, Financial Aid, Online Courses, Student Resources.

  19. Optimize through better measurement

  20. The ABC’S help marketers uncover insights Brand Lift Audience Insights • Maximize reach, frequency, & viewable brand impact to targets • Impact of campaigns on attitudes and brand lift measures Sales Outcomes Consumer Behavior Impact • Analyze actual online behavior and the impact of exposure • Demonstrate how marketing contributes to sales/application

  21. Audience Effect – Target Consumers Reached The campaign reached 2MM target consumers at a cost per target of $0.05. This translates into roughly 19 target consumers gained per dollar spent. The campaign successfully delivered significant targeting and audience scale. +2.5% Percent Difference: +5.0% Incremental Target Consumers: (Incremental Efficiency*Reach) 0.025 * 3,823,480= + 95,587 Total Target Consumers: (Efficiency*Reach) 0.53 * 3,823,480= +2,026,444

  22. Brand Effect – Aided Brand Awareness The campaign drove a 7.4% point increase in Aided Awareness. This translates to an incremental 283K consumers that became aware of Brand X. This cost $0.37 per consumer, meaning about 3 consumers gained per dollar spent. +7.4% Incremental Aware Consumers: (Incremental Awareness*Reach) 0.07 * 3,823,480 = +282,938 Percent Difference: +10.1% Significance Level: 83%

  23. 17.94% 5.13% Control Exposed Consumer Behavior Effect – Brand Visits With a +13% increase in brand visits observed over the campaign +4 week period, an incremental 459K consumers went on to the brand site. • Branded Visitation Activity • (Rate of brand visit lift for exposed vs. control) +13% Incremental Visitation: (Incremental Visitation*Reach) 0.13 * 3,823,480 = +458,818 Percent Difference: +13% Significance Level: 90%

  24. Sales Effect - Penetration The campaign drove a 0.4% point increase in Penetration for Brand X. This translates to an incremental 15K consumers that became purchasers. Given the campaign investment of $105,503, this cost $6.90 per consumer. +0.4% Total Incremental Penetration: (Incremental Pen*Reach) 0.004* 3,823,480= +15,294 Percent Difference: +.4% Significance Level: 73%

  25. Measurable returns at every funnel level Holistic programs not only explore the individual measurement elements, but combine them to tell a complete story and achieve maximum results.

  26. What does this mean for Marketers?

  27. George Pappachen Stephen DiMarco george.pappachen@kantarmedia.com stephen.dimarco@millwardbrown.com

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