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Making the $ Work for You: Research Insights for Marketing Execution
- 1. PRASHANT SINGH NIELSEN INDIA OCT 2014 MAKE THE $ WORK FOR YOU CIM ANNUAL CONFERENCE 2014 RESEARCH INSIGHTS FOR MARKETING EXECUTION
- 2. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 2 WHO ARE WE MARKETING TO? Different tastes, Different habits Different ways of life • We must understand differences, as differences makes it easier to look at opportuniNes • Differences would also be lifestyle and interest based • 20 mn people • 3 languages -‐ Sinhala, Tamil and English • 4 different religions • Nuclear families HOUSEHOLDS DURABLES • 5.2 MM HH • 4.5 MM TV • 3 MM refrigerator • 4 MM vehicles (Cars, vans, motorbikes, trishaws) PEOPLE TECHNOLOGY • 20 MM mobile connecNons • 3 MM internet users • 1.7 MM Data Dongles LIFE STAGE • 9% preschoolers • 25% school-‐going • 15% GeneraNon Y • 15% 30-‐39 yr olds • 25% 40-‐59 yr olds • 11% ReNred
- 3. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 3 REACH Right audience Cost efficiently deliver ad impressions to target consumers RESONANCE Influence opinion REACTION Impact behavior How much did we sell more because of markeNng? • At conscious and sub-‐conscious level • Track performance & impact media programming (real Nme) • IdenNfy effecNve ad content • OpNmize exisNng ad content (compression) REVVING UP YOUR MARKETING MIX!
- 4. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 4 OVERALL INVESTMENTS ~30% IS WASTED $1 TRILLION globally a year $1 TRILLION globally a year
- 5. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 5 BRINGING LEARNINGS ALIVE THROUGH NORMS 44+ countries 3 Approaches 172+ brands
- 6. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 6 THE TIME FRAME OF COGNITION 2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
- 7. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 7 DID MY CAMPAIGN REACH THE DESIRED AUDIENCE? • Reaching the desired audience is criNcal, total impressions are less important 431 160 100 100 219 469 MATRIMONY SITE GENERIC SITE JOB SITE DESIRED AUDIENCE REACHED IMPRESSIONS
- 8. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 8 REACH AUDIENCE THE RIGHT WAY: KIDS V/S TEENS KIDS TEENS
- 9. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 9 ADULTS KIDS CURRENT PRACTICE UNCOMMON SENSE TIME SINCE MOST RECENT GRP % RETENTION ADULT MEDIA EXPOSURE CAN AFFORD LESS CONTINUITY MEDIA EXPOSURE 18-‐34 YEARS VS. 2-‐12 YEARS 3X ADULTS VS. KIDS
- 10. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 10 THE GENDER DIVIDE!
- 11. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 11 EFFECTIVE AD CONTENT Source: Nielsen Brand Effect Meta Analysis ENTERTAIN FIRST EDUCATE SECOND ATTENTION CHOOSING RIGHT AD CONTENT: CONTEXT IS KEY EMOTION
- 12. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 12 SHORTER CAN NOW BE MADE STRONGER Find out the most opNmum campaign duraNon for your ad SHORTER CAN BE STRONGER TV MEDIA: NO MESSAGE CHANGE 70% ARE :30+ SECONDS 70% 100 100 150 70 TV EffecNveness ROI Index 15 Sec versus 30 Sec 15 sec 30 sec Country India Time points: For all m models executed up Nll 2012 CURRENT PRACTICE UNCOMMON SENSE
- 13. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 13 ORIGINAL ~30 sec NEURO-‐COMPRESSED ~11 sec IMPROVING EXISTING AD CONTENT EFFECTIVENESS
- 14. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 14 5 Key Metrics (Memorability, Brand, Messaging, Ad Likeability, Purchase Intent) Source: Nielsen Ad Memorability Brand CommunicaSon Breakthrough Message CommunicaSon Appeal Brand A – Campaign A 30% 29% 9% 71% 28% Brand A – Campaign B 54% 68% 37% 71% 53% Company Average 41% 47% 19% 66% 46% TRACKING AD CONTENT PERFORMANCE
- 15. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 15 MOTHER BRAND VS. EXTENSION 60% to 70% PARENT BRAND MEDIA SUPPORT PARENTS ARE MORE SELFISH THAN WE THINK 45% 19% EXTENSION TO PORTFOLIO MOTHER TO PORTFOLIO Determine the cross brand halo impact and support your new iniNaNves well onto 2nd year CURRENT PRACTICE UNCOMMON SENSE
- 16. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 16 BTL Synergy ATL Year 1 Sales Year 2 Sales 5-‐8% of growth OF SPENDS ARE SEPARATELY MANAGED & EXECUTED 80% Find out which execuNons give you incremental volumes through synergy Country India Time points: For all m models executed up Nll 2012 CURRENT PRACTICE UNCOMMON SENSE GAIN INCREMENTAL GROWTH THROUGH SYNERGY
- 17. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 17 51% 32% 17% below range within opNmal range above range GRP spending paqern • Find out the opNmal GRP range for your brand. • Neuro-‐focus learnings suggest only 15% brands benefit from frequency. • Country India • Time points: For all models executed unNl 2012 ROI decreases by invesNng beyond point C CURRENT PRACTICE UNCOMMON SENSE DID I SUPPORT IT RIGHT?
- 18. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 18 • For brands that decline, ad support is generally cut significantly versus Year 1 support. • Ideally, a new product should be thought of as “new” for two years rather than one. 1.06 0.49 Up/Stable brands Declining brands Ad spend raNo (Year 2/ Year 1) Source: Nielsen Bases Meta analysis of 560 brands SUPPORT YOUR INNOVATIONS
- 19. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 19 Online delivers highest ROI in Asia-‐Pacific 0.60 1.23 0.94 0.54 0.76 TV ONLINE MAGAZINE NEWSPAPER RADIO UPLIFT FOR EVERY DOLLAR SPENT
- 20. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 20 -‐3.1 -‐2.1 -‐3.2 -‐4.7 PPE RPE ADVERTISED BRANDS NEED TO BE ABLE TO HOLD PRICE PREMIUM • Do your adverNsed brands command a 8 – 10% higher price premium? • Is your promoNonal price elasNcity / regular price elasNcity > 2? 100 110 AdverNsed brands Non-‐adverNsed brands AVERAGE PRICE DIFFERENTIAL BETWEEN ADVERTISED AND NON-‐ADVERTISED BRANDS DIFFERENCE IN PPE AND RPE BETWEEN ADVERTISED AND NON-‐ADVERTISED BRANDS AdverNsed brands Non-‐adverNsed brands PPE:RPE RaNo 2.2 PPE:RPE RaNo 1.0
- 21. Copyright ©2014 The Nielsen Company. ConfidenNal and proprietary. 21 LEVERAGE THE 3RS TO MAKE THE RS. WORK!