1. Presentation Vienna 01.10.2008.
Remi Boel – Marketing Intelligence Director Omnicom Media Group Belgium

3. The consumer
in the driver’s seat

4. Passion Points … becoming Touch Points

5. Passion Points … becoming Touch Points

6. Leading to new ways of communication

7. But unresolved measurement and accountability

8. How to make the difference ?

9. That’s why we launched
Consumer-centric
Holistic
Integrated
Channel
Evaluation

10. Making the truth emerge
Relative weight of communication channels
Single source
different product categories
different types of communication channels
Avoiding “influenced by …”
Consumer in the driver’s seat
Making the truth emerge

11. Agenda
Methodology
General channel results
Product-specific analysis

12. Agenda
Methodology
General channel results
Product specific analysis

13. Methodology
and Fieldwork
Nathalie Robin

14. The big idea
Look
for perceived effectiveness of communication
channels
Touchpoint approach on several sectors
Evaluation through the eyes of the consumer
Communication reality
Media and influencers
Specific by category
Developa database and software capable to measure and
analyze touchpoint effectiveness in a holistic way
Based upon a single-source survey

15. Constraints
Qualitative approach within a quantitative and normative context
Projective techniques
Implication of interviewee
Responsible
View from a distance
Quantified approach
Operational requirements
Rankings
Selectivity
Profiles
Normative construction
Able to reproduce
Standardization

16. Methodology and field
Universe:
Total population 15+
National
12 500 interviews in total
2 X 500 pilot interviews
23 waves of 500 interviewees
Field between March and December 2007
Face-to-face interviews
CAPI
At home
Per interviewee:
3 categories
Per category:
500 interviewees

17. The 4 S of the questionnaire
Standardized
Secured (pilot)
Sense
Projective techniques
Simplicity
Short
Visual help
Participative

18. Questionnaire in three parts
Media effectiveness:
« Imagine that tomorrow you get
appointed as the BOSS of company
XXX, what would you do? »
Frequency of consumption / use
Buying typology

19. The survey resulted into …
The analysis of 3 550 variables
71 categories (FMCG, services, durables, leisure, … )
50 different communication channels
Adapted to relevance within each category
Out of a code book of in total 145
Most suitable channel selection per category
Above-the-line, below-the-line, opinion leaders, gate
keepers, buzz, interactive, …
Consolidated data
Standardized database
Enabling transversal analysis (common media)
In an OMD software (targeting)
A unique, single-source touchpoint benchmark survey and tool
With possibilities to extend

20. Agenda
Methodology
General channel results
Product specific analysis

21. What about digital?

22. Can we still live without digital platforms?

23. Digital: a niche with an interesting profile

24. But not the end of classic communication

25. Digital: more often chosen for non-FMCG
Linked with business Expensive/high-involvement
products
Internet provider : 63%
Mobile operator : 58%
PC : 49%
Car : 44%
Tour operator : 43%
Airline : 43% Brand activities
Soft drinks : 39%
Recruitment agency : 41%

26. A must: “a website for my brand”

27. Same top 3 for young targets

28. Are mass media still alive?

29. Mass media still dominant

30. Mass media: appreciated in almost all sectors
Distribution:
89%
OTC:
72%

31. Within mass media: the power of TV…

32. …almost for all categories
For69 sectors out of 71, TV is the most popular
communication channel.
2 exceptions : analgesics & digestion medication
In general, higher scores for FMCG ( 62%) than for
other products (57%)
Most popular for : Less popular for :
Shower gel Car Mobile operator Loan
73% 71% 45% 46%

33. What about more niche media?

34. Websites: small in general but crucial for …
IT & telecom (Internet provider : 19%, PC : 16%)
Leisure (Tour operators : 17%)

35. The most contrasted media : cinema

36. Strongly dependent on the sector
Bestresults for products you can find
in or around theaters:
Salty snacks : 40%
Chewing gum: 39%
Fast foods: 37%
Soft drinks: 35%

37. Promo: the second favorite category

38. A strong link with FMCG products
Especially for:
Washing-up detergents: 75%
Soft drinks: 75%
Salty snacks: 74%
Some non-FMCG products catch up:
IT & Telecom (Mobile operator :
69%; Internet provider : 68%)
Vitamins : 65%

39. …and promo on POS
POS promo even more important for:
Deodorant (55%)
Chewing gum (55%)
Soft drinks (53%)
But OTC also obtain a good result: 47%

40. Are small ones less important?

41. Advice: the most niche category (21%)
but has to be taken into consideration for :
OTC Finance Cars
57% 40% 39%

42. Same story for direct (21%)
Finance IT & Telecom Distribution
36% 33% 28%

43. Learnings from a bird’s eye view
In
general, channel choices remain rather
conservative. However, new communication
channels appear to have a growing importance with
young & upscale targets
Belgians love promotion, especially for FMCG
Each sector is a whole world with its particularities

44. Agenda
Methodology
General channel results
Product-specific analysis – some examples

45. Soy products

46. Most chosen communication channels
- soy products -

47. Focus on Mass Media – soy products -

48. Replacement of windshields

49. Channel importance within a sector
High category affinity
% of persons
who choose the
channel in the
studied category
compared to
average
database
Niche Popular
% of persons who choose the channel
Low category affinity

50. Focus on mass media : 18-54 years old (90%)
High category affinity
Radio
Bus shelters
Flyers in Gouden Gids, phone directory
the streets Cinema Newspapers
TV
Niche Popular
Ad on Outdoor
websites
Magazines
Regional free sheets Non-addressed mailing
Highest score for TV but very close to average database
Radio shows the highest affinity, followed by ad in phone
directory & ad in newspapers
Low category affinity
Base = people who have chosen at least 1 channel

51. Focus on mass media : Carglass (96%)
High category affinity
Gouden Gids, phone directory
Bus shelters
Cinema Radio TV
Flyers in Newspapers
the streets
Magazines
Niche Popular
Ad on
Outdoor
websites
Non-addressed
mailing
Regional free sheets
Much higher score for TV & phone directory
Radio remains important
Low category affinity
Base = people who have chosen at least 1 channel

52. Gas- and electricity providers

53. Top 25 on 15+

54. Top 25 vs average database

55. Top 25 on positive attitude towards new providers

56. Learnings from a frog’s eye view
Learnand benchmark how people consider up to 50
different communication channels within a sector
Channel category management: better understanding of
the relative positioning of different products against these
communication channels
Analyze
preferences in channel communication of heavy,
medium, light & non-users and benchmark against
marketing objectives

57. General conclusions

58. OMD Choice
Consumer centric, single-source survey
Enabling multichannel analysis
From a macro-societal point of view
By sector with possibility to benchmark
Integrated in strategic recommendation

59. Thank you for your attention