Originally presented during EducationConnect 2015 on 10/15/15 in NY, Stephen DiMarco, CEO, Millward Brown Digital, and George Pappachen, EVP, Global Strategy, WPP discuss industry trends in digital.
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Insights from the Cutting Edge of Digital - Stephen DiMarco and George Pappachen
1. Insights from the
Cutting Edge of Digital
Stephen DiMarco
CEO, MB Digital,
Milward Brown
@sdimarco
George Pappachen
Executive Vice President
Global Strategy, WPP
@GPappachen
3. (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Getting DigitalRight study, 2015.
Many potential
touchpoints
No single path to
purchase
Difficult to quantify
impact
Marketing state of the union
4. Marketing execution – the right questions
What
questions
should I be
asking?
What are
the relevant
creative
messages?
Who is the
target
audience?
Where
did the ad
appear?
How much
was spent
to place it?
Who saw
the
message?
What did
they do
about it?
What is the
consumer’s
media
journey?
Advertising Intelligence
Audience
Intelligence
Earned Media
Intelligence
Consumer
Intelligence
Advertising Intelligence
Media
Intelligence
6. Targeting audiences online
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.
Challenge What we did Result
7. Targeting audiences online
Utilize large scale
on/offline database
target respondents
are matched to
online cookies and
‘look-alike’
audiences are
modelled
Panelists are matched to
a provider’s database
using name, address,
email & more
seed
respondents Look-alike targets
made available to
ad-serving platforms
8. 2nd screen Ad Targeting
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.
Challenge What we did Result
9. 2nd screen Ad Targeting using real-time ad occurrences
10. Share-of-voice Ad Targeting
Challenge
An advertiser was looking
to combat against ‘brand
clutter’ and identify online
white-space opportunities
for uniqueness of
message.
What we did
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.
Result
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.
11. Share-of-voice Ad Targeting
Competitor Brands Websites Ad Activity
Opportunity Zones
Moderate
Clutter
High
Clutter
Zero
Clutter
Very High
Clutter
Low
Clutter
Ad Spend and Impressions Data
13. (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.
Understanding the consumer journey
DEMOGRAPHICS
GEOGRAPHICS
PSYCHOGRAPHICS
Relationship with
CATEGORY
BRAND
TOUCHPOINTS
14. (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.
Category influences time investment
LENGTH OF PURCHASE JOURNEY
Number of days from start of journey to purchase for each category
15. (c) 2015 Millward Brown Digital. Source: Millward Brown Digital’s Getting Audiences Right study, 2015.
Laptop/PC usage goes up with task length
0%
20%
40%
60%
0-5 minutes 5-10 minutes 10-20 minutes 20-60 minutes More than one hour
%ofRespondents
Device Preference for Various Task Lengths
LAPTOP / PCSMARTPHONE TABLET
20. The ABC’S help marketers uncover insights
Maximize reach,
frequency, & viewable
brand impact to targets
Audience Insights
Impact of campaigns
on attitudes and brand
lift measures
Brand Lift
Demonstrate how
marketing
contributes to
sales/application
Sales Outcomes
Analyze actual online
behavior and the impact
of exposure
Consumer Behavior Impact
21. Total U.S. Adults 25-54 Site A Campaign Delivery Adults 25-54
Targeting Efficiency
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.
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
Return Objective
Target
Consumers
Cost per
Consumer*
A-Effect **
Audience 2,026,444
$0.05 spent
per target consumer
19 target consumers
per $ spent
+2.5%
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.
Percent Difference: +10.1%
Significance Level: 83%
Incremental Aware Consumers:
(Incremental Awareness*Reach)
0.07 * 3,823,480 = +282,938
Return Objective
Campaign
Impact
Cost per
Consumer*
B-Effect **
Brand 282,938
$0.37 spent
per target consumer
2.7 target consumers
per $ spent
+7.4%
Non-Exposed Exposed
Aided Brand Awareness
(consumers aware of Brand X when prompted)
23. 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.
5.13%
17.94%
Control Exposed
+13%
Percent Difference: +13%
Significance Level: 90%
Incremental Visitation:
(Incremental Visitation*Reach)
0.13 * 3,823,480 = +458,818
Return Objective
Campaign
Impact
Cost per
Consumer*
C-Effect **
Consumer
Behavior
458,818
$0.23 spent
per target consumer
4.3 consumers
per $ spent
Branded Visitation Activity
(Rate of brand visit lift for exposed vs. control)
24. 8.3%
8.7%
Non-Exposed Exposed
Penetration
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.
Percent Difference: +.4%
Significance Level: 73%
Total Incremental Penetration:
(Incremental Pen*Reach)
0.004* 3,823,480= +15,294
Return Objective
Campaign
Impact
Cost per
Consumer*
S-Effect **
Sales
+15,294
consumers
$6.90 spent
per consumer
0.14 consumers
per $ spent
+0.4%
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.
Total ROI Objective KPI’s
Campaign
Impact
Cost Per
Consumer*
Consumers per
Dollar Spent
Targeting
Efficiency
+2,026,444
consumers
$0.05 19.2
Aided Brand
Awareness
+282,938
consumers
$0.37 2.7
Brand Visits
+ 458,818
consumers
$0.23 4.3
Penetration
+15,294
consumers
$6.90 0.14
Incremental Sales $726,461
= $6.89
per $ spent on advertising **Advertising Spend ($105,503)
Many potential touchpoints - Consumers not only have many brands to choose from, they can also choose from different channels to research and purchase.
No single path to purchase - Too many choices results in an infinite number of paths - marketers struggle to define a single consumer journey.
Difficult to quantify influence - Marketers lack visibility into the interaction and influence that all touchpoints have on consumers.
According to Terry Semel, CEO and director at Yahoo at the Association of National Advertisers’ annual meeting in Oct ’14:
“Consumers determine what they want when they want it, which is a prime reason for the shift in dollars from broadcast to cable to Internet and to more non-traditional media in general. It’s now a question of ‘How personalized can you make your brand in my life?’”
Effective communication along the purchase path begins by understanding consumers’ relationships
The buying process varies across low-involvement purchases to those that require more in-depth research
But today’s environment isn’t as simple as understanding what sites consumers engage with, but also, on what devices they interact.
This is likely impacted by a number of factors, such as:
Heavy research period in making a decision around higher education
Once enrolled, follow-up engagement (such as accessing student portal, etc.)
Inclusion of financial assistance-related sites, which more and more students require to complete their education
Perhaps not surprising that several of the most prominent universities feature in the top 10, or FAFSA, which all student must complete in order to receive federal aid. The inclusion of Blackboard is certainly interesting, and shows the penetration of education-related companies into the consumer journey.
To understand the consumer journey and maximize ROI, we’ve developed the ABC’S of Digital Marketing