14. Touchpoints,
from mass media
as TV or
Newspapers, to
Word of Mouth or
relatives
recommendation
Categories of
products &
brands,
FMCG or services,
with high and
low implication
40
5200
16
140
Online
interviews,
broad
representativity
criteria :
Language, region,
gender, age, family
size, urbanisation
Social class,
responsible for
purchase, kids,…
Brands,
investigating
both users and
non-users
14
26. Our touchpoints: the DNA view
Discover (15)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Ads in social media
Ambient OOH
Banner ads
Cinema ad
FLP ads
Magazines ads
Mobile ad
Newspaper ad
Online video ads
OOH ad in public transport
Radio ads
Special offers in media
Street poster ad
TV ad
Product placement TV
‘N gage (13)
•
•
•
•
•
•
•
•
•
•
•
Brand content in mag
Brand content newsp
Brand page on FB
Brand website
Reco by experts
Reco by media editorial
Smartphone apps
Sponsored events
Sponsored radio progr
Sponsored TV program
Sponsored website
sections
• Branded TV programme
• Radio editorial
Act (12)
•
•
•
•
•
•
•
•
•
•
•
•
Addressed (e)mail
Branded shops
Flyers or brochures
Free samples
In store ads
POS ad
Reco by friends or relatives
Search engines
Shared brand content
SMS ads/offers
Social media conversations
Special POS offer
40. Crossing worlds
How do those
brands use media ?
3 year (2010-2012)
media value @ brand
level:
- Which media mix
- Nb media used
- Share of investment
within category *
NB: the relative value (share in %)
discards the difference between
high- and low-investing categories
40
41. SOI vs awareness index
200
180
160
AWARENESS INDEX
140
120
100
80
60
40
20
R = 0,50 p<0,0001
0
0
10
20
30
40
50
60
70
SHARE OF INVESTMENTS IN THE CATEGORY (MDB)
80
90
41
42. Media investments increase
relative brand awareness by 2.6
Index awareness
Share of invesment
160
30
140
25
120
20
100
80
15
60
10
40
*2.6
20
5
0
0
0-20
21-40
41-60
61-80
>80
Awareness index percentiles
42
43. SOI vs resilience * index
250
RESILIENCE INDEX
200
150
100
50
R = 0,36 p<0,0001
0
0
10
20
30
40
50
60
70
SHARE OF INVESTMENTS IN THE CATEGORY (MDB)
80
* Agreement with following statement : « whatever the negative comments on that brand, I
will go on using it/choosing it/be a client of this company [customised per category]”
90
43
44. Media investments increase
relative brand resilience by 2
Index resilience
Share of invesment
140
25
120
20
100
15
80
60
10
40
*2
20
5
0
0
0-20
21-40
41-60
61-80
>80
Resilience index percentiles
44
45. SOI vs % involved * with the brand
70
60
RESILIENCE INDEX
50
40
30
20
10
R = 0,36 p<0,0001
0
0
10
20
30
40
50
60
70
SHARE OF INVESTMENTS IN THE CATEGORY (MDB)
80
* Top boxes (≥7/10) agreement with following statement : « to which extent you are interested
in brand X » vs all who know the brand.
90
45
46. Paths to glory
Involvement
AV media
Nb media
Share
invest
Top
opinion
Recommend
Awareness
Resilience
Simplified correlations landscape… Relations @ significance level alpha=0,01
FAN
46
47. « Media investments
make brands stronger »
Obvious ??
Those facts are :
Belgian
recent
robust
Dec 2012-Jan 2013
@ the heart of the crisis
16 categories
140 brands
47
49. Reinforcing these findings
The most important driver
of long-term growth
remains the level of share
of voice
We may notice a brand on
the shelf, and feel slightly
more positive about it,
simply because we have
seen it more (or its
advertising more).
Feelings about brands
outlast memories of facts
& figures about the brand
For established brands (ie
for most advertising) the
need to refresh [memories]
is paramount.
Les Binet, Peter Field The Long and the
short of it. Balancing Short and LongTerm Marketing Strategies
IPA 2013
Byron Sharp How brands grow. What
marketers don’t know
Oxford University Press 2010
49
53. What are the biggest strengths of
magazines in the eyes of SC 1 to 4
MAGAZINE ADS - SC 1-->4
1,10
encourage dreaming
innovation
1,05
popularity
1,00
3,0
3,5
4,0
4,5
5,0
5,5
TOM
image
omnipresence
consumers' choice
6,0
6,5
relevance
curiosity
dynamisme
7,0
7,5
empathy
change purchase habits
0,95
conversations
ask questions
status
do a service
0,90
fidelity
direct contact
0,85
53
0,80
54. If we zoom on innovation on SC 1 4, with what
touchpoints are we competing?
54
55. If it’s on « encourage dreaming » that we check,
does it changes a lot?
55
57. What if we only take « paid media » into
account ? MAGAZINE ADS - SC 1-->4 paid
1,15
1,10
encourage dreaming
innovation
consumers' choice
1,05
image
popularity
TOM
relevance
change purchase habits
3,0
3,5
4,0
4,5
5,0
1,00
empathy
conversations
status
do a service
5,5
ask questions
curiosity
omnipresence
dynamisme
6,0
6,5
7,0
7,5
0,95
fidelity
direct contact
0,90
0,85
0,80
57
58. Innovation vs all other « paid » touchpoints really
takes us out of the clutter…?
58
59. So, status as such doesn’t stand out, but
the vehicles of it are deffinitely there…
Present Novelties
Encourage Dreaming
BUT it’s not proper to only mags, so would our
other media capabilities take us out of the
« tenor clutter »?
59
61. What are the biggest strengths of
magazines in the eyes of women NL
MAGAZINES WOMEN NL
1,20
1,15
1,10
1,05
0,0
1,0
2,0
3,0
4,0
encourage dreaming
TOM
popularity
1,00
relevance curiosity
consumers' choice
conversations
5,0
6,0
7,0
image
empathy
dynamisme
0,95
omnipresence
innovation
8,0
do a service 0,90
change purchase habits
fidelity
ask questions
0,85
status
direct contact
0,80
0,75
0,70
0,65
0,60
61
62. In all the touchpoint galaxy, what are the most
uplifting innovation ones on women NL
62
63. What if we only take « paid media » into
account ?
MAGAZINES WOMEN NL Paid
1,10
encourage dreaming
1,05
innovation
popularity
TOM
consumers' choice
conversations
curiosity
dynamisme
image
1,00 empathy
5,0
6,0
7,0
relevance
0,0
1,0
2,0
3,0
4,0
8,0
0,95
change purchase habits
do a service
omnipresence
ask questions
status
fidelity
0,90
direct contact
0,85
0,80
63
65. What if we cross with the overscoring
« innovation » factor?
Not much of them are « ads »
65
66. What are the strengths in the south?
MAGAZINES WOMEN FR
1,10
encourage dreaming
1,05
image
innovation
1,00
0,0
1,0
2,0
3,0
4,0
consumers' choice
6,0
popularity 7,0
omnipresence
ask questions
TOM
fidelity
relevance
0,95 conversations
curiosity
dynamisme
change purchase habits
do a service
5,0
status
8,0
0,90
empathy
direct contact
0,85
0,80
0,75
66
67. We are almost the 2nd covering media on
the dreaming factor!
67
68. When focussing on paid, a trio appears :
dreaming, innovation, image
MAGAZINES WOMEN FR Paid
1,20
1,10
encourage dreaming
image
consumers' choice
fidelity
0,0
1,0
2,0
3,0
4,0
status
do a service
5,0
popularity
innovation
1,00
conversations ask questions
6,0
7,0
relevance omnipresence
curiosity TOM
change purchase habits
dynamisme
empathy
direct contact
8,0
0,90
0,80
0,70
68
0,60
72. Better results than ads, more uplifts vs average
touchpoints, but not 1 definite strength standing out !
EDITORIAL CONTENT - SC 1--> 4
1,08
consumers' choice
empathy
1,06
change purchase habits
image
popularity
1,04
conversations
status
1,02
dynamisme
direct contact
encourage dreaming
1,00
4,0
4,5
curiosity
relevance
5,0
5,5
ask questions
6,0
TOM
0,98
0,96
6,5
7,0
innovation
omnipresence
do a service
fidelity
0,94
72
0,92
73. Are we more influencing peoples’ choice than others…
interesting when one of our core target are people with
buying power
73
74. When combining : choice, image and popularity,
are we standing out?
74
75. But yes, vs paid media, editorial is
definitely more and better doing the job,
all the jobs! EDITORIAL CONTENT - SC 1--> 4 paid
1,14
1,12 change purchase habits
consumers' choice
empathy
1,10
image
1,08
status
direct contact
popularity
conversations
1,06
dynamisme
ask questions
1,04
curiosity
relevance
encourage dreaming
1,02
innovation
do a service
1,00
4,0
4,5
fidelity
5,0
5,5
6,0
TOM
6,5
7,0
0,98
omnipresence
0,96
0,94
75
77. Next to image building items, editorial power is
much more on the Act, than on the ‘Ngagement
Present Novelties
Encourage Dreaming
Influencing consumers’
choice
77
79. Some very interesting elements are showing
up with this point of view
EDITORIAL CONTENT WOMEN NL
1,06
popularity
1,04
conversations
change purchase habits
1,02
empathy
encourage dreaming
image
innovation
curiosity
consumers' choice
1,00
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
8,0
relevance
status
0,98
direct contact
0,96
fidelity
0,94
omnipresence
dynamisme
TOM
ask questions
do a service
0,92
0,90
79
80. The content can compensate the lack of advertising
and helps on other points, but still, we have tough
competitor…on all sides!
80
81. When taking only the paid media into account,
one differentiating asset shows up
EDITORIAL CONTENT WOMEN NL Paid
1,10
change purchase habits
1,08
popularity
conversations
image
1,06
empathy
consumers' choice
1,04
direct contact
encourage dreaming
status
1,02
curiosity
innovation
relevance
1,00
0,0
1,0
2,0
3,0
4,0
5,0
6,0
ask questions
fidelity
0,98
7,0
8,0
dynamisme
do a service
0,96
0,94
omnipresence
TOM
81
82. And it’s deffinitely an asset, and it’s also
differentiating !
Not « real »
competitors
82
83. When taking only paid media into account, even on our
strong assets,TV remains difficult to beat!
83
84. On all of the 3 assets (popularity, conversations and
changing habits) we take the lead, except for TV
programs but there, costs will make a difference!
84
85. In the south we see the real uplifting power of content !
EDITORIAL CONTENT WOMEN FR
1,12
change purchase habits
1,10
Higher avg uplift vs NL
image
1,08
1,06
1,04
popularity
consumers' choice
empathy
innovation
1,02
0,0
1,0
2,0
3,0
4,0
conversations
do a service
curiosity
fidelity
1,00
dynamisme
status
5,0
6,0
7,0
TOM
8,0
0,98
ask questions
direct contact
omnipresence
0,96
relevance
encourage dreaming
0,94
85
86. And we are almost alone, again, TV on
our way…
86
87. When focusing only on paid media, it
becomes our strongest asset
EDITORIAL CONTENT WOMEN FR paid
1,16
change purchase habits
1,14
image
1,12
1,10
empathy
1,08
consumers' choice
popularity
1,06
fidelity conversations
status
do a service
1,04
innovation
direct contact
dynamisme
1,02
1,00
0,0
1,0
2,0
3,0
4,0
5,0
curiosity
6,0
TOM
7,0
ask questions
8,0
encourage dreaming
0,98 relevance
omnipresence
0,96
87
88. The difference in uplift does not reflect
the difference in « budget »
88
89. When we know how sensitive advertisers
are with sales…
Changing purchase habits
Knowing that « special offers in media »
remains on top of most of results
89
91. When combining all aspects of the media offer, you’re,
on target, present in all steps of the journey towards
buying act !
Encourage Dreaming
Influencing consumers’
choice
104