This document discusses optimizing integrated marketing campaigns in Asia Pacific. It finds that while TV still drives awareness, online and other channels are more important for engagement. Using multiple channels broadens brand impact and delivers synergistic benefits. Online advertising provides good cost efficiency due to its relatively low cost. The document recommends using multiple channels to maximize reach and impact, leveraging online advertising, and ensuring creative content is optimized for each channel.

1. Building Brands with
Integrated Campaigns
in Asia Pacific
IAB Singapore – may 2012

2. What do we mean by “brand impact”
Mostly incremental sales
to existing users
Immediate, short term
The Sales Response Effect
Campaign Total Sales
The Brand Effect
Performance Strengthens loyalty
Emotion of existing users and
Popularity Brand brings new users into brand
Dynamism Engagement
Difference
Value
Salience
Sustained, longer term

3. Understanding campaign impact on brand
performance using CrossMedia Research
Did campaign reach the right people?
Did the campaign impact on the brand in
the way we wanted to
Did the campaign deliver impact cost
efficiently?
How could we further optimise brand
impact in future?

4. 01 What have we seen across Asia
Pacific so far?

5. TV is still the big driver of awareness, though
others help too
5%
4%
3%
2%
1%
0%
Magazines Newspapers Online Outdoor TV
Channel
Reach
30% 38% 36% 37% 75%

6. But online and other channels are more important
when it comes to overall brand engagement
3%
2%
1%
0%
Magazines Newspapers Online Outdoor TV
Channel
Reach
30% 38% 36% 37% 75%

7. And averages hide huge variation in channel
performance across campaigns
12%
Variation in Channel Performance on Brand Engagement and Reach
10%
POS
Contribution per Reach Point
8%
Online
6%
Newspapers
4% Outdoor TV
2% Magazine
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Reach

8. 02
So what makes a successful
integrated campaign?

9. Integrated media helps build campaign reach
beyond the TV core
Family with 3-11 yrs kids 18-29 yrs Non Family
84% 80%
71%
60%
42% 40% 34%
26%
Total Campaign TV Online Magazine Total Campaign TV Online Magazine
TV TV
Online Online
Magazines Magazines
+20% Non-
+13% Non- TV reach
TV reach
Source: CrossMedia Research study, leisure, North Asia

10. Using online video also improves the distribution
of TVC across target audience
Heavy TV Medium TV Light TV No TV
Reach of AV channels by TV exposure group
88%
70%
39% 41% 36% 37%
33%
0%
TV Online video
Frequency of AV channels by TV exposure group
6.9
5.1 5.3
4.4 4.1
2.8
1.9 0
TV Online video

11. If TV reach is already high, others channels may not build reach much
Only +5%
Non TV reach
TV 83% total reach
But all this
still counts
Online 25%
Magazines 16%
Case Study: Malaysia, hair care

12. Using multiple channels broadens brand impact by
hitting more areas of the brand
5%
TVC Magazines Online
4%
3%
2%
1%
0%
Presence Consideration Functional Image Expert Image
Case Study: Malaysia, hair care

13. Exposure to multiple channels also delivers
additional synergy benefits
5%
TVC Magazines Online TV+Online
4%
3%
2%
1%
0%
Presence Consideration Functional Image Expert Image
Case Study: Malaysia, hair care

14. In this case 25% of impact on brand imagery came
through synergies
12%
TV Online OOH TV + Online synergy TV + OOH synergy
10%
8%
6%
4%
2%
0%
Emotional imagery Functional imagery Product performance Value
Case Study: China, dairy product

15. But even airing the same creative online can still
build on TV
8%
TV IPTV Online video
7%
6%
5%
4%
3%
2%
1%
0%
Aided Awareness Familiarity Consideration Recommendation Emotional Benefits
Case Study: Beverage category, North Asia

16. Online also improves ROI on Brand Impact
Relative cost efficiency - % increase in brand metrics per $1 spent
TVC Online Magazines
19.8%
15.0%
5.0% 5.5% 5.0%
4.5%
3.1% 2.7%
1.4% 1.2% 1.3%
0.0%
Presence Consideration Functional Image Expert Image
Case Study: Malaysia, hair care

17. The relatively low cost of advertising online is one
of its biggest advantages
Impact among those reached Impact per ¥1m
5.0% 4.0%
(average on all metrics) (average for all metrics)
OOH
4.0% Online
3.0%
3.0%
TV
2.0%
Online
2.0%
OOH
1.0%
1.0%
0.0%
TV
0.0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
% Reach of media
% Reach of media
Case Study: China, dairy product

18. Over investment in any one channel creates
inefficiency and wastage, reducing ROI
80%
% GRPs non productive
% audience over frequency ceiling
60%
40% Overall 37% of TV GRP’s were unproductive
20%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Weeks
Case Study: Malaysia, hair care

19. Even if TV is over delivered, online can still deliver
impact from same TVC
Efficiency of impact on Consideration
TV: Frequency Ceiling: 6 Online video: Frequency Ceiling 4
100% 100%
80% 80%
60% 60%
40% 40%
20% 20%
0% 0%
1 2 3 4 5 6 1 2 3 4 5 6
TV GRPs Unproductive GRP % Overexposed Online GRPs Unproductive GRP % Overexposed
Case Study: China, beverage

20. For online, balancing reach & frequency is also key
to optimizing performance
Average increase across brand image attributes
Average Online share
Simulations Reach % iGRPs
Frequency of impact
Base: Existing online Plan 12.0% 11.2 134 8%
Same impressions, optimal R&F 22.4% 6 134 15%
80% more weight, optimal R&F 30.0% 8 240 18%
Case Study: China, personal care

21. 03
Creative is key too

22. Aside from good media implementation, getting
the online creative right is key
13.6 Top Performers Average Bottom Performers
8.7 8.9
7.5
6.9
4.7
2.3 2.5
1.5 1.2
-1.6 2.0-
2.3-
-3.6
-4.1
Aided Brand Online Ad Message Brand Favorability Purchase Intent
Awareness Awareness Association

23. What makes online creative successful?
- First get your Branding right
What stopping power would the first frame generate?
What reason would a user have to stop and watch the ad – intrigue is not
always a good option with online campaigns

24. - and keep it simple
• One or two messages is enough
• Don’t make the message too complex
We have more on this, but that will have to wait for another time

25. Optimising Integrated Campaigns

26. 1. Use multiple channels to maximize campaign impact
2. Don’t be afraid of migrating to Online
3. Good creative / content is key to channel performance
Optimising Integrated Campaigns