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Experiments in effectiveness: are you really getting ROI on your digital media investment?

Experiments in effectiveness: are you really getting ROI on your digital media investment? - Sam Gaunt, Head of Media, Lidl

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Experiments in effectiveness: are you really getting ROI on your digital media investment?

  1. 1. Experiments in Effectiveness Sam Gaunt
  2. 2. • NETFLIX INTERNATIONAL GROWTH Annual Spend UK £0 £22,500,000 £45,000,000 £67,500,000 £90,000,000 2015 2016 2017 2018 2019 Market Share %, UK 2015 2016 2017 2018 2019 6 5.6 5.2 4.6 4.2
  3. 3. Business & Marketing insights • Short vs long term effect of Brand / Price messages • Identifying the value of specific brand metrics • Optimum AV frequency brand vs price • Effectiveness of investing in price discount vs marketing Building our Knowledge Digital tests • Brand search • Social media • Targeted OLV • BVOD
  4. 4. Average ROI TV Radio Press Digital Our Digital Advertising Challenge
  5. 5. Ad funded TV is shrinking 0bn 100bn 200bn 300bn 400bn 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 16-34s HW w Children ABC1 Adults Column2 Column3 Column4 Source: BARB / Ebiquity “Tipping Point”
  6. 6. Source: TouchPoints Q4 2015-2018, Mean minutes per day across total year Average Daily Minutes Viewed (UK Mainshopper with Kids) Linear BVOD SVOD 30 14 171 128 196 2015 2018 Ad-free TV is eating our minutes
  7. 7. Source: Ebiquity Tipping point, Mainshopper with Children Accelerating the demise of cheap & easy AV reachNetSpend £0m £2m £3m £5m £6m 0 25 50 75 100 2013 2018 Reach %
  8. 8. The digital premium Cost per Thousand Ad Exposures, UK, Viewable Traditional reach Digital Premium TV £7 (30” adults) £28 VOD £40 Premium OLV Radio £2 (30” adults) £10 (Prog.) OOH £1.50 (6s) £28 (D6)
  9. 9. Protecting ROI in a harsher media environment Recognising the new landscape • Review campaign phasing – the old burst model is becoming less relevant • Prioritise efficient inventory and think annually - Understand when the Digital Premium plays a role • Assets must work under their own steam - Don’t expect people to have seen TV first Working media harder • Do your own measurement • Avoid “lazy search” • Social advertising as DOOH • Digital for targeting • Customer-centric digital
  10. 10. “Last click attribution” is alive and well
  11. 11. I read your native article because I already love you x Beware “false uplifts” I love you because I read your native article What we want to believe… Or…
  12. 12. MMM + regional testing Test Facebook should be used in Yorkshire, North East, Midlands and South West Exclude Wales and Scotland will continue to receive some form of Facebook activity unrelated to the test Control Control should receive no activity, regions not targeted are Southern, Lancashire, and East of England Exclude Exclude London, it can therefore receive no Facebook support
  13. 13. WEB VISITS Google Analyt ics Dat a allows us t o explore t he im pact of t his -70 % -60 % -50 % -40 % -30 % -20 % -10 % 0 % 10% 20% 04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug IndexedWebVisits Dark Light -15% -10 % -5% 0 % 5% 10% 15% 20% 25% 04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug IndexedWebVisits Dark Light -20 % -15% -10 % -5% 0 % 5% 10% 15% 20% 25% 3 0% 35% 04-Jun IndexedWebVisits Paid Search Organic Search Avoiding “lazy search” Turning off paid search led to a drop in web visits But the loss was made up by organic
  14. 14. Facebook 2” GIF testTO £0.0m £5.0m £10.0m £15.0m £20.0m 52 week campaign spend £0.0m £2.0m £4.0m £6.0m £8.0m TO Average ROI • Snappy AV also applies to Youtube – and it has to work alone
  15. 15. Targeted Digital can drive interest in specific products …But beware CPM premiums including data costs
  16. 16. Customer-centric Digital • Developing our 1st party data • Leveraging it to enhance all media • Improving customer experience and making it easier to transact
  17. 17. Thank you Sam Gaunt linkedin.com/in/sam-gaunt

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  • mistersof

    Mar. 12, 2021

Experiments in effectiveness: are you really getting ROI on your digital media investment? - Sam Gaunt, Head of Media, Lidl

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