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Changing Channels with Confidence - Nigeria 2013
- 1. Changing Channels with Confidence: A Structure for Innovation LAGOS - July 2013
- 2. 2
- 3. Direct Mail -45.4% Cinema 0.0% Internet 21.9% Out of Home 3.5% Print -12.8% Radio 4.9% Television 3.0% Mediaconsumptionischanging Extracted from Adex: Adspend in YTD June 2012 vs previous 12 months.
- 4. 4 A 70|20|10 framework can help drive innovation Approach to Innovation Approach to Innovation 2005 Budget Allocation Budget Allocation 2011 Learning Development Learning Development 1980’s
- 5. We believe 70|20|10 aids great channel planning 5
- 6. 6 Reliable impact and ROI Campaign delivers strongly against plan Some impact and ROI New innovations work well, some pleasant surprises Practical learning and pointers for the future Campaign functions; occasional runaway success 70 20 10 How can we summarise our objectives? What must media deliver? What does success look like? Large optimization gains have a significant impact within channel Success of media; optimize within channel Winners and losers identified (failure part of future success) Future channel potential and initial optimization tips Incremental optimizations make a big overall difference What does success look like? Opportunities for optimization across the media mix Research must identify
- 7. 70|20|10 mentality driving innovation 7 70 20 10 TV Outdoor Radio Print Cinema Classifieds Activations Out of Home (Rank TV, Taxi TV) Online search & display 2005 TV Outdoor Radio Print Cinema Activations Out of Home (Rank TV, Taxi TV) Online search & display Social Media Online Video Gaming 2009 TV Outdoor Radio Print Cinema Activations Out of Home (Rank TV, Taxi TV) Online search & display Social Media Online Video Gaming Mobile AR, LBM 2013
- 8. 70 – the comfort zone 8
- 9. 9 It’s all about optimisation...
- 10. 65 43 13 11 9 4 TV TaxiTV Print Outdoor Radio Taxi Rank TTV resonates in a similar way as TV does! SA financial campaign10 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! Where have you seen the campaign for brand XXX?
- 11. 11 How can I get more frequency for my money? How can I get more frequency for my money? Click on TV to view more
- 12. Knowing how much is enough… 12
- 13. 13 What is the effective frequency of my ad? What is the effective frequency of my ad? Click on TV to view more
- 14. What is my campaign's optimum frequency range? Different campaign objectives may require different media support levels! 0% 20% 40% 60% 80% 100% 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 %maximumimpact Frequency TV (75) Bus (75) Online(95) 2-42-4 8-108-10 10-1210-12 Achieved Frequency: TV 6.6 Online 14.7 OOH 25 AWARENESS
- 15. 15 Getting the Effectiveness – Efficiency Mix right
- 16. Big impact usually costs a lot of money... 16 Press Online OOH TV ... but sometimes a little money can work a lot harder Overall Media Contribution 1.1 0.4 0.8 0.6 Contribution Per $Xm 0.5 0.4 0.6 1.9 3.4% Consideration
- 17. 17 How to combine scale and engagement? Click on TV to view more
- 18. 20 – calculated innovation 18
- 20. 20 Don’t interrupt the thing I am interested in... BE THE THING I AM INTERESTED IN!
- 21. 21 Often it’s the unexpected that works! Click on TV to view more
- 22. 22 Integration – innovate across channels
- 23. 23 Making campaign touch points seamlessly support each other Click on TV to view more
- 24. Media contribution to campaign uplifts 24 Synergies are accounting for 61% of media uplifts. TV has a synergistic effect on driving uplifts along with other media. 13% 19% 7% 34% 27% Outdoor TV & Radio TV & Outdoor Radio Print
- 25. 25 In order to be successful, brands need to create media agnostic ideas that are social at their core.
- 26. 10 – into the unknown 26
- 27. 27
- 28. 28 Your efforts in this zone are likely to be relatively resource intensive. Even if media costs are low.
- 29. 29 Bold often pays off! Click on TV to view more
- 30. Millward Brown – here to help 30 CrossMedia AdIndex FanIndex AdIndex for mobile
- 31. 31 Success!
- 32. For more information contact: 32 Andrzej Suski, Head of Media Solutions Africa & Middle East e: andrzej.suski@millwardbrown.com t: +27 21 442 3680