Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
3. Media consumption is changing
Internet 21.9%
Out of Home 3.5% Radio 4.9% Television 3.0%
Cinema 0.0%
Direct Mail -45.4% Print -12.8%
Extracted from Adex: Adspend in YTD June 2012 vs previous 12 months.
4. Amara’s Law:
“We tend to overestimate the effect of a technology
in the short run and underestimate the effect in the long run.”
4
5. A 70|20|10 framework can help drive innovation
1980‟s 2005 2011
Learning Approach Budget
Development to Innovation Allocation
5
7. How can we summarise our objectives?
70 20 10
What must Practical learning
Reliable impact and ROI Some impact and ROI
media deliver? and pointers for the future
What does New innovations work Campaign functions;
Campaign delivers
success well, some pleasant occasional runaway
strongly against plan
look like? surprises success
Opportunities for
Research must Success of media; Future channel potential
optimization across
identify optimize within channel and initial optimization tips
the media mix
Large optimization
What does Incremental Winners and losers
gains have a
success optimizations make a identified (failure part
significant impact
look like? big overall difference of future success)
within channel
7
8. 70|20|10 mentality driving innovation
2005 2009 2013
TV
TV
Outdoor
TV Outdoor
Radio
Outdoor Radio
Print
Radio Print
70 Cinema
Print Cinema
Activations
Cinema Activations
Out of Home
Classifieds Out of Home
(Rank TV, Taxi TV)
(Rank TV, Taxi TV)
Online search & display
Activations Social Media
Online search &
20 Out of Home (Rank Online Video
display
TV, Taxi TV) Gaming
Social Media
Online search & Mobile
10 Online Video
display AR, LBM & NFC
Gaming
8
11. TTV resonates in a similar way as TV does!
Where have you seen the campaign for brand XXX?
65 TV
TaxiTV
43
Print
Outdoor
13 11 9 Radio
4
Taxi Rank
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!
11 SA financial campaign
12. A stronger Noting result is seen amongst executions
that launched on both TV & Cinema simultaneously
Effective Noting - Total
% Noting
25
38
20
18.3
15.1 15.4
15
12.8 12.6
10 9.4
5
0
<3010 11 - 15
30 >30
16 - 20
Duration (Seconds)
TV Only TV and Cinema
13 Source: Millward Brown’s Adtrack Database
13. How can I get more frequency for my money?
How can I get more frequency for my money?
Click on TV to view more
14
15. What is my campaign's optimum frequency range?
100%
80% Achieved Frequency:
% maximum impact
TV 6.6 TV (75)
60% Online 14.7
Bus (75)
OOH 25
40% Online(95)
10-12 AWARENESS
20%
2-4 8-10
0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Frequency
100%
% maximum impact
80%
60%
40% TV(100)
PURCHASE INTENT Bus (80)
20%
7-9 15-17
0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Frequency
Different campaign objectives may require different media support levels!
16. Over investment in any one channel creates
inefficiency and wastage, reducing ROI
37% of campaign‟s TV GRP‟s were
wasted here
Weeks
At traditional weights TV is often over delivered and so cost inefficient.
Perhaps TV is not the best place to find “light’ or non TV viewers to grow
our reach
17
17. What is the effective frequency of my ad ?
What is the effective frequency of my ad?
Click on TV to view more
18
18. Getting the
Effectiveness – Efficiency
Mix right
19
19. Big impact usually costs a lot of money...
Overall Media Consideration Contribution
Contribution Per RXm
3.4%
0.4 Online
0.8
OOH
0.6
1.1
0.5 0.6
Press
1.9
TV
0.4
... but sometimes a little money can work a lot harder
20
20. How can I optimise moving forward?
% people reached by medium with non-optimum
frequency, by the end of the campaign
Overall Impact Cost
-5
-20
40%
11% 0%
TV Digital Outdoor
• In this example, 40% of the TV audience had seen • An adjustment to the media plan involving a
the ad too many times (i.e. above the range of reduction in TV spend and an increase in digital
frequencies found to be cost effective) spend resulted in almost the same overall impact
(just 5% reduction)
but a cost saving of 20%
21 CrossMedia Research™ Case Study – Europe FMCG
21. How to combine scale and engagement?
Click on TV to view more
22
27. Making campaign touch points seamlessly support each other
Click on TV to view more
28
28. Media contribution to campaign uplifts
Print
TV & Outdoor 13%
27%
19% Outdoor
7%
34% Radio
TV & Radio
Synergies are accounting for 61% of media uplifts. TV has a synergistic
effect on driving uplifts along with other media.
29
29. In order to be
successful, brands need to
create media agnostic ideas
that are social at their core.
30
38. The Social Media Revolution
http://www.youtube.com/watch?v=H61WvxOm1AM
Click me!
39
39. A closer look at social networking in South Africa -
5.3 million South Africans use
Facebook.
1.8 Million South Africans use
Linked In.
1.3 million South Africans use
Twitter.
1.2 Million South Africans use
Google+.
40 Memburn 7th Septmber 2012
42. Order of media in
terms of reach
I M PA C T P E R P E R S O N
This displays the
variation in impact on
those reached by the
different media
MEDIA REACH
43. On advertising awareness as a measure we see the power
of AV and other broadcast media
20%
I M PA C T P E R P E R S O N
10% TV
Online Radio
NEWS
Display
Facebook
Display
Newspapers
MEDIA REACH
44. Facebook Display drives consideration
20%
I M PA C T P E R P E R S O N
10%
NEWS
Facebook
Online Display
Display Radio Newspapers TV
MEDIA REACH
45. Looking at our Market Norms database -
SOCIAL FACEBOOK
NETWORKING ONLY
Aided Brand Awareness Δ 1.6 Δ 2.9
Online Ad Awareness Δ 3.4 Δ 7.8
Message Association Δ 4.6 Δ 3.1
Brand Favorability Δ 1.7 Δ 2.2
Purchase Intent Δ 2.5 Δ 3.6
2190 Campaigns
46. THE HEART OF FACEBOOK IS
THE FAN PAGE
Building brand loyalty and advocacy
47. Our analysis tells us what makes a good fan page and
how it impacts key brand KPIs
Impact on
brand equity
Fan page attributes
Impact on
FanIndex
brand appeal
Fan page content
Rating
Impact on
purchase intent
Benefits of being a fan
Impact on
engagement
Better attributes, content and benefits result in a page with a better
FanIndex rating. This in turn results in stronger brand impact.
48. Size isn’t everything...
115 Bigger does not
always mean better!
110 Number of fans has
no impact on Fan
Page approval
FA N I N D E X R AT I N G
105
100
95
Correlation: 0.02. r2 = 0.00; r = -0.04
90
85
500000 1000000 1500000 2000000
# FANS
49
49. Higher FanIndex results in greater increase in
purchase intent
130
120
FA N I N D E X R AT I N G
110
100
90
80
70
0 0.2 0.4 0.6 0.8 1
Purchase Intent
50. Foundations of a successful fan page
REGULAR NEW TRUSTWORTHY
POSTS PRODUCT INFO BRAND NEWS
EXPECTED EXPECTED EXPECTED
CONTESTS/
OFFERS EASE OF USE
GIVEAWAYS
EXPECTED EXPECTED
EXPECTED
51. In essence - Making your fan page flourish
Variety Fun Community
DIFFERENTIATOR DIFFERENTIATOR DIFFERENTIATOR
Useful
Interaction Innovation
information
DIFFERENTIATOR DIFFERENTIATOR
DIFFERENTIATOR
52
52. Creating an engaging Fanpage will result (on average)
in those consumers spending 4x more on your brand.
13% 3%
FANS NON-FANS
Source: BRANDZ 2010 global database
53
54. “The question is no longer - Why
should I invest in mobile? - we’ve
all read statistics about the
tremendous adoption of mobile
and tablet devices—but - How
should I invest in mobile?”
Mobile Playbook
55
55. Mobile advertising and marketing is a real contender in
the South African market:
5,413,335,038
Quarterly Mobile Advertising Impressions in
South Africa on the InMobi Network as of Q2
2012
The average mobile web user in South Africa consumes over 6
hours of media daily.
Mobile devices represent 30% of this time.
79%
Of consumers are more or equally comfortable
with mobile advertising vs. TV or online ads
www.inmobi.com www.inmobi.com
56
56. In South Africa, consumers find their mobile devices
indispensable!
Mobile devices are used throughout the day:
Mobile impacts consumer behaviours throughout the purchase path:
www.inmobi.com www.inmobi.com
57
60. STUDY THE LAST WAR.
FIGHT THE NEXT ONE.
TV IS NOT JUST RADIO WITH
PICTURES
WEBSITES ARE NOT
JUST BROCHURES YOU
CLICK
MOBILE DEVICES ARE
NOT JUST LITTLE
COMPUTERS
61. NOT EVERY MOVIE IS AN EPIC.
NOT EVERY DATE LEADS TO MARRIAGE.
AND NOT EVERY MOBILE ENGAGEMENT NEEDS TO BE
AN EXTENDED, IMMERSIVE EXPERIENCE.
62. YOUR BANNER IS AN APPETIZER,
NOT THE ENTIRE MEAL.
In Dell A/B test, users clicking these rich media ads consumed 47% more content.
63. YOU‟RE NOT TARGETING A DEVICE,
YOU‟RE TARGETING A PERSON.
Check with
friends: Watch
Who‟s up for What‟s trailer, read Concession
a movie? playing near reviews Buy tickets in Check in at stand promo Watch the Tell my
me? advance theater movie friends Let‟s eat!
64. Dynamic Logic has completed 300+ mobile advertising
studies across a broad range of industry verticals.
Display &
Rich Media
Mobile
Ads
Search
SMS
More
Location
commonly Emerging
researched APPS
Augmented
Reality
Mobile
Video
65. Mobile Works! The average campaign has
an impact on all 5 traditional brand metrics.
Percent Impacted: Delta (Δ)
Aided Brand Awareness +5.9
Ad Awareness +19.9
Message Association +12.1
Brand Favorability +3.9
Purchase Intent +4.7
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents
Delta (Δ)=Exposed-Control
66
66. Mobile Outpaces Online Ads
Average Brand Metric Deltas for Mobile and Online Campaigns
MOBILE +5.9
Aided Brand +2.1
ONLINE
Awareness
+19.9 Ad +4.2
Awareness
Message +2.2
+12.1
Association
Brand +1.4
+3.9
Favorability
Purchase +1.2
+4.7
Intent
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms
through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control
67
67. There may be a novelty factor at play, but
mobile still bests both early online and early video
Percent Impacted: Delta (Δ) Early Online Norms (2000-2002)
Early Video Norms (2002-2004)
Mobile (2007-2011)
+19.9
+18.9
+12.1
+11.3
+9.1
+7.8
+5.9 +5.8
+4.5 +4.7
+4.1 +3.9 +4.0
+2.3 +2.1
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns; AdIndex
for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents
Delta (Δ)=Exposed-Control
68
68. A few different factors
contribute to mobile‟s effectiveness as a medium
THE RELATIVELY LARGER PROPORTION OF THE
MOBILE SCREEN DEVOTED TO THE ADVERTISEMENT
THE NOVELTY OF MOBILE ADS
BETTER TARGETING
MORE FOCUSED AD COPY AND CONTENT DUE TO SIZE
OR TECHNOLOGY CONSTRAINTS
CONSUMER ACCEPTANCE OF MOBILE ADS
70. Creative matters more than ever:
There’s a large variation in the best and worst performing ads
Percent Impacted: Delta (Δ) Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
+44.4
+29.8
+19.9
+18.1
+16.3
+14.5
+12.1
+5.9
+3.9 +4.7
+2.4
-2.7 -4.0
-1.3 -4.9
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011
Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
71
71. What differentiates the best and worst
mobile creative?
1 The location of a brand name or logo within a mobile
ad can have a strong impact on advertising recall
2 Clear and persistent branding is important for brand
awareness
3 Encouraging interactivity and engagement are
advantageous for mobile campaigns
72
72. What does successful and unsuccessful
mobile creative look like?
Three characteristics in particular are associated with high impact:
1 Left-side brand placement
2 A strong call-to-action
3 Clear branding throughout the creative
73
73. Although all categories can benefit positively from mobile
advertising, CPG outperforms both financial services
and auto across nearly all metrics
Percent Impacted: Delta (Δ) Financial Services
CPG
Automotive
+25.0
+19.9
+14.5 +14.7
+11.6
+9.3
+6.5
+5.4 +5.4
+4.0 +4.6 +4.2
+3.8 +3.5
+1.8
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011CPG N=41 campaigns, 37,649 respondents; Financial Services N=39
campaigns, 30,050 respondents; Auto N=34 campaigns, n=24,392 respondents. Delta (Δ)=Exposed-Control
74
74. Overall, mobile outperforms on line on all key brand
measures for CPG brands
CPG Mobile
Percent Impacted: Delta (Δ)
CPG Online
+25.0
+9.3
+6.5
+5.1 +5.4
+1.7 +4.6 +1.6 +1.6
+2.3
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last 3 Years through Q1/2011;
CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881 campaigns, 996,812 respondents. Delta (Δ)=Exposed-Control
75
75. Mobile financial services campaigns
outperform their online counterparts as well
Financial Services Mobile
Percent Impacted: Delta (Δ)
Financial Services Online
+14.5
+11.6
+4.0 +3.5
+2.6 +2.8
+1.8 +0.8
+1.3 +1.3
Aided Brand Ad Message Brand Purchase
Awareness Awareness Association Favorability Consideration
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years through Q1/2011; Financial
Services Mobile N=39 campaigns, 30,050 respondents; Fin Serv Online (Last 3 Years): N=291 campaigns; 460,239 respondents. Delta
(Δ)=Exposed-Control
76
76. Do’s and Don’ts
do: don’t:
clearly brand your show your brand only on a
creative product shot
make sure you have a clutter your ads with too much text
clear call-to-action or too many logos
make the ads interactive and repurpose online creative only
engaging to leave it cropped
78
78. Consumers see ANYTHING digital as digital
advertising, and brands need to be invited into these spaces – make sure you act as
a friend not a salesman
Consumers don‟t distinguish between ads, search or information on digital mediums. Brands need to to
think that anything communicated through digital is a one on one with the consumer- you are trespassing in their „cloud space”.
Creativity is king on digital. Advertising needs to be more engaging, more unique and more relevant than offline. Yet
in practice the reverse is true.
Offline advertising is owned by the brand and you have a right and a reason to be there. Digital platforms
belong to the user- unless you have something to say or add, you have no right to be there.
Digital format matters- SMS and email are more personal, you need to be invited and then better have
something worthwhile and relevant to say. Otherwise you may be banned form coming in again.
80
79. So what you waiting for?
GO ON! EMBRACE THE UNCONVENTIONAL.
81
80. For more information contact:
Andrzej Suski, Head of Media Solutions Africa & Middle East
e: andrzej.suski@millwardbrown.com
t: +27 21 442 3680
Monique Leech, Director Digital Solutions
e: monique.leech@millwardbrown.com
t: +27 11 202 7148
82
Notas do Editor
Heraclitus
Making progress at the right pace isn’t easy
Learning DevelopmentThe 70/20/10 Model has been established for a long time as a Learning and Development model based on research by Michael M. Lombardo and Robert W. Eichinger for the Center for Creative Leadership.[1] The concept states that development typically begins with realization of a need and motivation to do something about it, and that a blend of different learning approaches "in concert" can provide powerful learning. Lombardo and Eichinger stated that "the odds are that development will be":about 70% from on-the-job experiences, tasks, and problem solving.about 20% from feedback and from working around good or bad examples of the need.about 10% from courses and reading.Approach to innovationPioneered by Eric E. Schmidt and articulated about Google in 2005.The 70/20/10 Model is a business resource management model.This model dictates that, to cultivate innovation, employees should utilize their time in the following ratio:70% of time should be dedicated to core business tasks.20% of time should be dedicated to projects related to the core business.10% of time should be dedicated to projects unrelated to the core business.In the same year as Schmidt was espousing the Google approach to innovation, McKinsey published a report (`Boosting Returns on Marketing Investment’) in which they recommended that in the face of declining effectiveness and trust in mass advertising and the increasing fragmentation of media, brands spend 80% of their budget on banker strategies and tactics, and 20% on learning through well structured tests. Budget AllocationCoca Cola have recently adopted 70 20 10 as a media budget allocation strategy.“An innovation-driven marketing communication strategy is vital for us”“To help guide this strategic intent we have developed an investment strategy for media and content spend. We call the model "the 70/20/10 investment principle". Basically, it gives us a way of looking at all our communication plans across the business. The first segment relates to 70% of our communications spend. This goes on low risk, "bread and butter" content. It pays the rent. It's our passport to the 20% or the 10%. Developing content for this segment should consume proportionately less time, perhaps as little as 50% of our hours. If you take a look at our Fanta brand, for instance, you could argue that our TV commercials, shopper marketing and OOH communication fall into the 70% segment. Next, we have the 20% of our content where we innovate based on what we know works well. This content will engage more deeply with a specific target group but will still operate on a certain broad scale. Last, we have the high risk content that falls into our 10% segment. This involves brand new ideas. These may one day become part of our 20% or even 70% segments. Equally, these ideas may well fail outright. We need to be prepared for them to succeed or fail, and to celebrate either outcome.
We don’t believe this should be considered a strict formula.But we do believe this framework can be a helpful philosophy.So what do we mean by each of the elements?
For most brands, the 70% zone of low-risk,bread-and-butter marketing is likely to involveestablished channels such as TV, print, outdoor,and radio. But this will vary across categoriesand countries. A strong FMCG/CPG brandin the United States might use TV, outdoor,online display, and online video. A brand in aconsidered purchase category in Germany mightuse print, sports sponsorship, online search,and online display. A new service brand in Japanmight use TV, event sponsorship, mobile display,and QR codes. For some brands, the 70% couldalso include word-of-mouth marketing.But to say that 70% of the budget should fundcommunications in channels that are consideredto be safe, familiar, and effective is not to saythat 70% of a media budget should remain staticfrom year to year. Based on ongoing learning andevolving brand objectives, channel compositionwithin the 70% could vary significantly over timeand from campaign to campaign.
Innovating around media approaches that areknown to be effective could include a broadrange of options. It could mean taking a smallrisk, such as increasing your spend on a channelthat seemed to work well in your 10% last year.It could mean spending behind a channel whereyou don’t have concrete research evidence ofa return on investment. Or it could mean takinga risk in an established channel that is familiarto you, perhaps by sponsoring a sporting eventfor the first time when you have previously beenknown for associations with music festivals.For many brands across a range of categories,social media currently falls into the 20%category. Brands have some practicalexperience and strongly believe in the excitingnew ways social media allows them to interactwith their consumers. But they still havequestions about the return on their investment,and they are still learning how to create anddeliver campaigns that are truly social by design.
We often find that innovative use of channels really drives to ROI up relative to what could be considered as expected for that channel.
The 10% zone is the place where genuineexperimentation takes place with new andemerging channels. But this risk-taking shouldbe in line with brand and campaign objectives;iPhone apps and Pinterest pages are right forsome brands, but not all.For many brands, mobile currently falls into the10% category. The mobile marketing landscapecontinues to evolve as ownership of smartphonesand tablets grows rapidly around the world,and questions abound about the best ways totake advantage of these new opportunities.Coke UK is reported to have a “mobile first”mentality in their planning process. Starting withthe 10% not only ensures that 10% innovationhappens; it also ensures that these projects aregiven due consideration and a chance to play anintegral role in the overall campaign, rather thanbeing seen as afterthoughts.
Heraclitus
Heraclitus
Success is steering a safe andprosperous middle path while evolving bothmedia and research budgets
By databasing these studies we have been able to display media performance against each other by removing the reach effect of lead media.
However, Facebook Display achieves good levels of consideration contribution unlike other high potential reach media
Q12. How does this fan page make you feel about BRAND whenever you visit?The fan pages are generally having a very positive brand impact.At the same time, brands are currently missing out on the opportunity to deepen loyalty with more than one in four fans.Stylish design is the main driver of the pages generating most appeal.
Consumers that “like” your page will undoubtedly already have a degree of “love” for your brand so make sure you deliver to higher than normal expectations. Deliver well against our hygiene factors. These remain largely unchanged; just one addition (add as animation build?)as brands get more creative within the fan page environment, a few pages may have made them a bit too confusing. Consumers increasingly appreciate those that are intuitive.
But those who are facebook fans are extremely important to the brand, spending more than 4 times more than non-fans on the brand.They are valuable to the brand partly for their custom but also because of the role they could play in promoting the brand to others.For many brands, it is therefore important that the facebook fan page is a place fans want to spend time on and come back to, making them feel closer to the brand and more loyal and giving them the opportunity to tell others about the brand.
LH side brand placement. Mobile ads are generally displayed above the content in a leaderboard format, which takes advantage of how viewers tend to look at the top left of the screen initially. The left-side placement is likely a reason why respondents who only briefly glimpse at the creative can still recall seeing an ad for the specific brand. Nearly two-thirds of the bottom-performing mobile campaigns do not adhere to this design.Strong call to action. Campaigns with the strongest performance on measures of purchase/behavior intent often tend to include a call-to-action, with many offering an incentive. Offering something “tangible,” such as a free app or incentive (e.g., sweepstake, coupon), is advantageous for mobile campaigns.Clear branding. Many of the trends we observe in the bottom 20% of mobile campaigns are the same ones that lead their online counterparts to falter. Both mobile and online campaigns with a weak brand presence can be hampered in their attempts to build brand awareness. The absence of clear branding on each frame within a creative sequence is a common problem among mobile campaigns that perform poorly on brand awareness and mobile ad awareness metrics.
Some financial services brands rely on their logos too much for branding (and not enough on using the full brand name), so awareness can suffer comparatively in that category. They also don’t have the advantage of having a physical product to create recognition.Auto leads on message association – we see this in online results as well. Auto brands tend to have consistent, recognizable taglines,
CPG campaigns may be able to utilize the smaller ad size more efficiently by showing only a brand logo, product shot and simple messaging and call-to-action. Where CPG goes wrong is by doing too much – they can often be at their best when simplest. While they can sometimes take advantage of recognizable packaging or branding, less recognizable brands suffer when the branding is only on the product itself – a wine bottle may not be enough for someone to recognize your particular label. Mobile overall does better among women, but we see this is especially true for CPG campaigns.
Financial services suffer from a lack of tangible product, and occasionally brands try to change up the creative by not including the brand name and instead just using a logo. Sometimes brands will also try to use symbols for their products, like credit cards, or text books for student loans. But trying to transform a banking product into a physical one – which we see can lead to success with CPG – is still difficult when your product (a credit card) looks relatively similar to other brands’ products, especially if you fall prey to only branding the card and none of the rest of the creative.
We see discrepencies arise in online when the parent brand and model brands compete for attention and awareness. In mobile, this is actually an advantage, because the space is so small, that to keep the creative readable, both the parent brand and model brand have to be prominently featured. Recognizable parent brands – and brand name is almost always included. Don’t necessarily benefit from including product shot – confusing if cropped, and branding is typically strong enough to carry the ad without a product shot. So, like CPG, a simple ad format can work well.