The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Media Hellas
•
6 recomendaciones•740 vistas
Το IAB, σε συνεργασία με την Carat Insight, διερεύνησε μια μεγάλη και προχωρημένη αγορά όπως είναι η Αγγλία, σχετικά με τη δύναμη της ψηφιακής επικοινωνίας στο branding. Ο κ. Νίκος Σύμπουρας, Γενικός Διευθυντής της Aegis Media Hellas θα παρουσιάσει τη νέα μεθοδολογία, που απομακρύνεται από το κλασικό μοντέλο brand awareness και ad recall, και θα παρουσιάσει top-line αποτελέσματα από τα 4 industries που εξετάστηκαν στα πλαίσια της έρευνας: το retail marketing, τα μικρά αυτοκίνητα, τα αναψυκτικά και τα προϊόντα περιποίησης μαλλιών.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (14)
Similar a The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Media Hellas
Similar a The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Media Hellas (20)
Último
Último (20)
The IAB Brand Engagement Study, Νίκος Σύμπουρας, Γενικός Διευθυντής, Aegis Media Hellas
- 1. Brand Engagement Study Conducted by Carat Insight for the IAB UK Presented for the December 2008 IMC, Athens
- 2. Agenda • Introduction • Understanding the brand engagement system • Measuring the impact of brand contacts • Appendix: Research specs
- 3. Introduction
- 4. … the new consumer with new attitudes towards media… M essages M essages Difficulty to stimulate the consumer’s receptivity to messages and new ideas The Immunised Consumer
- 5. Reach and Frequency Awareness Advertising Impact & Involvement Perception, Motivation, Behavior Communication Ideas What is going to change?
- 6. This needs a fundamental shift in the way we plan brand communication… Marketing activity has to move from: Consumer centric Consequences for communication planning Building Relationships Growing empowerment of Consumer Next 10 years: Increasing consumer power Channel centric Build Awareness Last 10 years: Increasing consumer choice
- 7. …Through new media approaches… EngagementExposure
- 8. Why Interactive? • Interactivity • Medium & distribution & sales & promotional channel • Access to dynamic, difficult to find targets • Tracking & Measurement • Multiple Communication Applications (awareness, image, persuasion …) and formats • Accountability (CPC) • Low Cost • Consumer convenience / selectivity / round the clock • International scope
- 9. Why Interactive? An Engagement Platform AND…
- 10. What is engagement…? What Brands want to know: Does Internet Advertising drive brand engagement? Communications Engagement Media Engagement Brand Engagement
- 11. What is engagement…? What Brands want to know: Does Internet Advertising drive brand engagement? Communications Engagement Media Engagement Brand Engagement
- 13. Brand Engagement Studies • To demonstrate the ability of internet advertising to drive engagement 08
- 14. Brand Engagement Studies • To demonstrate the ability of internet advertising to drive engagement • To measure the effects of internet advertising on brand strength relative to other media 08
- 15. Brand Engagement Studies • To demonstrate the ability of internet advertising to drive engagement • To measure the effects of internet advertising on brand strength relative to other media • To identify how internet advertising works alongside other brand contacts to increase brand consideration 08
- 16. Brand Engagement Studies • To demonstrate the ability of internet advertising to drive engagement • To measure the effects of internet advertising on brand strength relative to other media • To identify how internet advertising works alongside other brand contacts to increase brand consideration 08
- 17. Multivariate Modelling To build model of drivers of brand engagement & identify relative impact of different contacts PHASE 3 Quantitative Research To capture data on brand engagement metrics and on all recent contacts with test brands PHASE 2 Associative Networks Qualitative research To define conceptual model of engagement for category & test brands PHASE 1 Integrated Communications Evaluation 3 Components of “ICE”
- 18. Understanding the brand engagement system
- 19. Connecting brand contacts to engagement SMALL CARS MARKET Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts
- 20. Connecting brand contacts to engagement SMALL CARS MARKET Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Stylish Fun Value Safety Attitudes to car brands NO EFFECT
- 21. Connecting brand contacts to engagement SMALL CARS MARKET Car Brand Engagement Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Stylish Fun Value Safety Attitudes to car brands NO EFFECT
- 22. Model of Brand Engagement 7 key factors, made up of 16 brand perceptions Function Has enough space for my needs 34% Is easy to park 28% Is a nippy car 38% Stature Is a really reputable company 50% Is good name in car manufacturing 50% Value Isn’t too expensive to run 40% You get lots of extras with 45% Is expensive compared to other similar cars 15% Safety Is a safe car 43% Is a reliable car 57% Small Car Brand Engagement Ad Salience You see a lot of ads around 45% Do good advertising 55% Fun Is a fun car 84% Is a feminine car 16% Style Is a car for someone like me 47% I like the shape of 53% 24% 6% 12% 7% 8% 3% 40%
- 23. Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Connecting brand contacts to engagement SOFT DRIKS MARKET
- 24. Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Trustworthy Healthy Refreshing Taste Attitudes to soft drink brands NO EFFECT Connecting brand contacts to engagement SOFT DRIKS MARKET
- 25. Soft drink Brand Engagement Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Trustworthy Healthy Refreshing Taste Attitudes to soft drink brands NO EFFECT Connecting brand contacts to engagement SOFT DRIKS MARKET
- 26. Affinity This brand is trustworthy brand 5% This brand is aimed at people like me 4% This brand is the brand for everyone 3% This brand is the only soft drink for me 12% This brand is a drink to have with friends 4% This brand fits in with my lifestyle 11% This brand has no clear identity -3% Differentiation This brand does good advertising 2% This brand has a distinctive taste 2% You can get this brand in lots of different pack sizes 2% This brand’s packaging is very distinctive 1% This brand is doing something new in the soft drinks market 2% Provenance This brand has a well known heritage 1% This brand has been around for a long time 1% Soft drinks Engagement Health This brand is healthy in comparison with other soft drinks 8% This brand is good to drink when you are playing sport 8% This brand tastes too artificial -11% I am concerned about the effects of this brand on my health -2% Salience You see a lot of advertising around for this brand 1% This brand is a truly global brand 1% This brand is available nearly everywhere 1% This brand is a leading soft drinks brand 1% 8.8% 9.4% 35.3% 0.7% 2.6% 43.2% Taste This brand is refreshing 11% Drinking this brand gives you an energy boost 5% This brand tastes great 17% I tend to drink this brand out of habit 12% Model of Brand Engagement 6 Engagement Factors made up of 26 brand perceptions
- 27. Department Stores Brand Engagement Websites TV ad Outdoor ad Press ad Direct Mail News Stories Promotions Sponsorship Events Word of Mouth Shopping Experiences Service Experiences Brand Contacts Sales Quality Image Attitudes to department stores brands NO EFFECT Internet ad Service Connecting brand contacts to engagement DPT STORES MARKET
- 28. Department Stores Engagement 24.3% 16.5%12.1% 10.8% 19.3% 2.4% 14.7% Service e.g. This store has knowledgeable staff Sales e.g. This store has sales worth going to Affinity e.g. This store is a store for people like me Quality e.g. This store sells high quality products Choice e.g. Thereʼs a lot of choice in this store Presence e.g. There are branches of this store all over the country Fits my needs e.g. I can always find something I want in this store Model of Brand Engagement 7 Engagement Factors made up of 35 brand perceptions
- 29. Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Connecting brand contacts to engagement HAIR CARE MARKET
- 30. Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Family Fresh For my hair Natural Attitudes to shampoo brands NO EFFECT Connecting brand contacts to engagement HAIR CARE MARKET
- 31. Shampoo Brand Engagement Internet ad Websites TV ad Outdoor ad Press ad Direct Mail News Stories Product Reviews Promotions Sponsorship Events Word of Mouth Product Usage Product Experiences Service Experiences Brand Contacts Family Fresh For my hair Natural Attitudes to shampoo brands NO EFFECT Connecting brand contacts to engagement HAIR CARE MARKET
- 32. Generally Good Brand X is a feminine brand Brand X is for all the family This brand makes your hell smell great Value This brand’s products are reasonable priced This brand is for everyday use This brand is for special occasions Brand X is on offer a lot Good for them This brand is aimed at people like me This brand has a good shampoo/conditioner for my type of hair Using this brand makes me feel I’m looking after myself properly Natural Brand X is a fresh brand This brand uses natural ingredients Shampoo Engagement Quality Brand X is a quality brand The effects of this brands' products tend to stop working quite quickly Range This brand is always bringing out new products and ranges This brand has a good range of products for all types of hair This brand has a styling range that works well Trust I can always trust this brand to work on my hair I do not believe the claims made in this brand’s advertising Scientific This brand uses scientifically developed ingredients Brand X is a modern brand Marketing This brand is endorsed by celebrities I trust Brand X does a lot of advertising Packaging This brand’s packaging looks good The design of Brand X’s packaging makes it easy to use 15.9% 18.9% 24.2% 15.4% 9.6% 5.0% 3.8% 2.7% 2.4% 2.0% Model of Brand Engagement 10 Engagement Factors made up of 25 brand perceptions
- 33. Measuring the impact of brand contacts
- 34. The impact of media – brand contact to engagement 0% 25% 50% 75% 100% Small cars (mums with U16 kids) Soft drinks (men 20-45) 39.4605% 23.6482% 11.5332% 39.7638% Online display Radio TV Outdoor Press
- 35. Brand Engagement Study Conducted by Carat Insight for the IAB UK Presented for the December 2008 IMC, Athens