1. FAD OR FAB
Evaluating New Opportunities in Digital Media

2. THE DANGER OF FADS
Fad [fad]: a temporary fashion, notion, manner
of conduct, etc., especially one followed
enthusiastically by a group...
...to busy oneself with trifles...”
Source: dictionary.com

3. UNDERSTANDING FAB VALUE IN THREE PARTS
Value to the consumer
Commercial value
Value to the brand
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4. VALUE TO THE CONSUMER
What is the consumer benefit?
How does it fit into people’s lives?
What is the perceived value or catch?
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5. THE VALUE OF UNDERSTANDING WHY - APPLE
“By placing the “why?” at the
center of all that Apple did,
Jobs avoided being defined by
or confined to a particular
product category.
The astonishing financial
growth of Apple reported
byThe Wall Street Journal was
a byproduct, not a driver, of
Jobs’s
decision to serve the ideal of
self-expression.”
Source: Millward Brown POV Mario Simon MD Optimor: Americas
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6. CONSUMER CAPACITY FRAMEWORK
High
Increasing Capacity
Penetration or
Breadth of offer to Consume
Reach
Low High
Depth of offer
Time spent
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7. CONSUMER CAPACITY FRAMEWORK
Viral video
High
Adoption path
Consumer
Display
journey
Display on Online video
social sites
Reach
Social
networking
fanpages
Mobile
Low High
Time Spent
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8. COMMERCIAL VALUE
How does this provide something new to how
we can communicate?
How does it compare to other commercial
alternatives?
Which is the best opportunity for consumer
impact?
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9. Web TV – What is the best Strategic use?

10. Reach of the Campaigns...

11. Investment in traditional TV hits heavy viewers
exponentially more than light viewers...
63%
% Ratings served to
each group
27%
Heavy TV 10%
Medium TV
Light TV

12. And adding more TV doesn’t help the problem...
87%
% Ratings served to
each group
35%
Heavy TV
14%
Medium TV
Light TV

13. Reach of the Campaigns (revisited)...

14. Reach of the Campaigns...
Among Lighter TV Viewers

15. Less than a Quarter of Lighter TV Viewers meet
an optimal level of exposure through TV alone...
Winning Post
-79% 21%
Fail Succeed
-35% 65%
(4+ Exposures)

16. WebTV adds significantly to the success rate among
light TV viewers.
Winning Post
-68% 42%
Fail Succeed
-35% 65%
(4+ Exposures)

17. BT Vision – Spotify

18. METHODOLOGY FRAMEWORK
Pre-Campaign recruitment 8 week Campaign
N=200 No Recruitment for 6 weeks N=200
Banner Only
Audio Only
Banner & Audio
Video & Audio
+ Control (no exposure)

19. THE COMBINATION OF AUDIO & BANNER ADS TOGETHER WERE
BY FAR THE MOST EFFECTIVE PLACEMENTS FOR THE BRAND
+13.2
Campaign
+7.9 +8.8
Impact
+6.0
+3.8
Aided Brand Online Ad Message Brand Purchase
Awareness Awareness Association Favourability Intent
Statistically Significant Increase

20. BRAND PERCEPTIONS STRONGEST AMONG 25+
< 25yrs 25yrs +
Brand Perceptions: BT... Ctrl  Ctrl 
Brand perception 1 26% +9.1* 9% +7.3*
Brand perception 2 32% +7.1 18% +14.6*
Brand perception 3 28% +13.5* 14% +10.6*
Brand perception 4 25% +4.0 18% +9.6*
Brand perception 5 16% +4.9 8% +3.8
Brand perception 6 25% +6.8 14% +12.5*
Brand perception 7 36% +8.6 26% +16.6*
Brand perception 8 30% +18.5* 22% +11.9*
Sample Size c=121; e=160 c=111; e=155
Statistically Significant Increase

21. VALUE TO THE BRAND
Campaigns that really stand out in their use of new media
have:
• Insight into the consumer needs and benefits from the new
platform
• Inspired commercial understanding of how this new platform
works best to drive their brand objectives
The following examples show how this is brought to life.
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22. WFA – Value of a Fan
Full report is available on request to WFA members:
http://www.wfanet.org/en

23. Fans already outspend non-fans by over 4x. The
fan page challenge is to deepen the relationship
Fans Non-Fans
4% Bonding 1%
62% Advantage 19%
67% Performance 31%
83% Relevance 37%
100% Presence 50%
13.4% Share of wallet 2.8%
Source: Brandz, 2010 global database

24. Listening is key to success
Ignoring social Thoughtfully integrated Jumping on
media, program bandwagon —
staying out of game "must be there"
• Less relevant/current • Ability to listen to • Consumers see right
and trustworthy consumers and through this — and it
• Complete loss of understand their needs kills credibility
control (consumers • Consumers co-own • Traditional marketing
define the brand by the brand and approaches alienate
themselves) evangelize consumers
Source: Firefly Language of Love

25. Methodology
Wall post:
"Dear BRAND fans,
your opinion is
important to us!
Please help us
improve this page by
answering our short
5 minute survey."

26. Bigger fan pages generally rated better
But number of fans doesn’t tell the whole story
High Correlation:
0.28
FanIndex Rating
Low
0 500,000 1,000,000 1,500,000
# of Fans

27. Checklist Contests/
Giveaways
New
product
Expected info
Fun Expected
Differentiator
Variety Community
Differentiator Differentiator
Regular
posts
Expected Offers Trustworthy
Expected
brand news
Expected
Innovation Interaction
Differentiator Differentiator

28. Smirnoff / TimeOut
iPhone App

29. CAMPAIGN OBJECTIVE
2. Deeper communication
of the ‘There’ messaging:
Bespoke Microsite
Driving downloads
1. Mass awareness:
High Impact branding &
Driving to Microsite
3. Downloading the app:
Co-branded Smirnoff & TimeOut iPhone application

30. When analysing results during the peak download
THE APP FILLED A CONSUMER NEED
period, in January 2010, overall response is very
positive
Peak download period
* Iphone Application Stats provided by Diageo

31. Methodology
Exposed*
Do the results
indicate a
difference?
Both groups ∆ +8
are surveyed 47%
at the SAME 39%
time about
their attitudes
Control*
toward the
brand in the
creative
Control Exposed

32. AND DROVE PURCHASE INTENT AMONG THEIR
CORE TARGET
Bulls Eye Target: 18-30yr old Vodka Drinkers
living in London
+67.6* +16.2*
Ad Purchase
Awareness Intent
Statistically Significant Increase @ 90%
Control (n=68) Exposed (n=91)

33. IN SUMMARY
Avoid busying yourself with trifles by:
Understand why, not what...
from the consumer perspective
Look for the difference...
the opportunity can provide
Optimise the context...
to maximise what the new platform does best
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