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GfK Consumer Tracking INMA European Conference, Media Efficiency Panel October 2011
Laurent de GroofGfK Netherlands
Media Efficiency Panel MEPINMA Conference, Lissabon
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Adspend Newspapers and Magazines in decline in US, UK,
Germany and the UK!
UK
US
DE
0
100
200
300
400
Internet
UK
US
NL
DE
80
100
120
TV
0
2005 2006 2007 2008 2009 2010
80
2005 2006 2007 2008 2009 2010
UKUS
NL
40
60
80
100
120
2005 2006 2007 2008 2009 2010
Newspapers
UK
US
NL
DE
40
60
80
100
120
2005 2006 2007 2008 2009 2010
Magazines
Source: ZenithOptimedia - April 2011
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Is it wise to move your media budget from Newspapers andMagazines to Online and TV?
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Besides purchases also advertisement exposure is measured single source in the GfK Media efficiency Panel.
Purchases
Consumer
Purchases
Media usage: TV, Radio, Online, News papers, Magazines.
Electronic measurement
online and TV én purchases
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
General Learnings: It is all about measured ROI !
Single Source
ROIEfficiency by
Media Channel
AdvertisingEffectiveness
MEP advantages
Measured purchases & contacts
Causality: Contacts
Limitations
Online @ home only
Interactioneffects
between MediaChannels
Causality: Contacts before buying
Split of Online Channels & Formats
Benchmarks of 98 Studies
Interferring variables cleaned
Actionable Insightsfrom an independent Partner
Feasibility of smallBrands/ campaigns
No Long Term effects
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
93 93 91107 112
Light travel buyers - index vs NL 18+
105115
188
110 102
Heavy travel buyers - index vs 18+ NL
11199
8698 99
Medium travel buyers - index vs 18+ NL
Heavy travelers read more often “De Volkskrant”Travel category buyers
Algemeen Dagblad
De Telegraaf
De Volkskrant
Metro Spits Algemeen Dagblad
De Telegraaf
De Volkskrant
Metro SpitsAlgemeen Dagblad
De Telegraaf
De Volkskrant
Metro Spits
Source: GfK Media Efficiency Panel - November 2010 until January 2011
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
111
75
131
58
Supermini buyers - index vs NL 18+
41 41
147 146 142
Family Car buyers - index vs 18+ NL
139
161
59
35 34
SUV/ MPV buyers - index vs 18+ NL
Drivers of supermini’s (small cars) more often read “Spits”. And
under the SUV buyers you have 61% more “Telegraaf lezers”.Automotive category buyers
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Algemeen Dagblad
De Telegraaf
De Volkskrant
Metro Spits Algemeen Dagblad
De Telegraaf
De Volkskrant
Metro Spits Algemeen Dagblad
De Telegraaf
De Volkskrant
Metro Spits
Source: GfK Media Efficiency Panel - November 2010 until January 2011
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
49.7% 48.9%
36.1% 35.3%
Reach news websites
ad.nl telegraaf.nl nu.nl metronieuws.nl spitsnieuws.nl
Duplication Between old and new Media
20.8%
31.3%34.0% 33.1%
23.1%
29.6%
32.7% 33.4%
27.5%
33.7%
28.9%
36.1% 35.3%
1.1% 1.8% 1.3%
4.2% 4.7%2.7% 3.6% 3.2%
4.7% 5.5%
NL 18+ AD readers Telegraaf readers Metro readers Spits readers
Source: GfK Media Efficiency Panel - November 2010 until January 2011
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GfK Consumer Tracking INMA European Conference Media Efficiency Panel September 2011
It is all about ROI !
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Calculation of effect and efficiency
Sales impact = Sales impact on exposed group
- Sales impactunexposed group
Effectiveness Sales impact x Reach=
EfficiencyBudget
Effectiveness=
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
� Number of advertising contacts of the
household before buying (with focus
brand and competition)
� Promotion activities (of the focus brand
and the competition) in the shop at the
point of sale
Media Impact Modelling: Logistic regression Marketing Mix Evaluator (MME)
� In order to quantify the media impact a
logistic regression analysis is used.
This is a mulitvariate, non-linear
regression-method for dichotomous
events.
� The drivers for the buying decision
� Integration of loyalty to the focus brand,
e.g. was the focus brand already bought in
a defined pre-period
� Control variables: sociodemographics of
household (age, income, household size )
� The drivers for the buying decision
for the focus brand are determined.
� Individual circumstances of a
household are considered for each
shopping trip
Contacts before buying (x weeks) X Delta Uplift per contact class X Delta Brand Spend
Formula =
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
GRPs of the Campaign of 98 MEP Studies
Online still plays a minor role in the Media Mix.Due to lack of efficiency?
680
474137
117
SEM**Video**Banner**PRINTTV
min=92max=2201
min=5max=272
min=5max=160
min=5max=119
**exposure in home only
min=1max=202
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
BEST OF: Short Term Gross ROI of paid digital media
Short term ROI differ by media channel.But Media Channel specific Gross – Net differences have to be considered
Based on 98 Studies (GfK Media Efficiency Panel)Online = minimal effects due to @home coverage only
1,22
0,710,68
2012: Differentation of Benchmarks by Format, Category
0,31
0,43
0,22
0,68
0,27
SEM**Video**Banner**PRINTTV YouTube only Facebook
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Content relevant
placement scores
superior to reach
portals
Involving / attention-
getting content is
key: Impression
works !
Positive interaction
effects of TV & Digital
Moving Images if
Message is integrated
across Media
channels
TV Reach Online ROI is less
BEST OF ROI: CharacteristicsBased on 98 Studies (GfK Media Efficiency Panel)
TV Reach
Maximization / Beat
Diminishing Returns
Effect (average: 25%
incremental reach per
online campaign
versus TV)
Bigger brands get
higher ROI
(Ratio Turnover /
Spendings >5)
Online ROI is less
driven by Budget
level but more
important is format,
message and
placement
Customer Value
(Brand Affinity) of
Consumers reached
with Online is above
average
Longer campaigns
superior to shorter /
boosted campaigns
as more purchase
decisions can be
influenced
Online Impact is NOT
limited to younger
consumers
Online generates
more sales impact on
Loyal buyers than
New Buyers
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Success Characteristics of Best scoring banners (Gross Short Term ROI)
ROI top (10) scoring banners:
0.68 – 1.23
0.31
1.22
0.71
0.430.22
0.66
0.27
FacebookSEMYouTube only
Video (incl YT)
BannerPrintTV
Success Factors / Characteristics:
1) The more the movement, the better the ROI
2) Positive synergy effects (traffic channeling to homepage / coupons)
3) High importance of content relevant placements
only(incl YT)
4) Over proportionally successful in age group 20-39 years
5) Frequency cap up to max 2 contacts per week
Based on 98 Studies (GfK Media Efficiency Panel)
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Success Characteristics of Best scoring videos (Gross Short Term ROI)
ROI top (10) scoring videos:
0.86 – 1.61
0.31
1.22
0.71
0.430.22
0.66
0.27
FacebookSEMYouTube only
Video (incl YT)
BannerPrintTV
Success Factors / Characteristics:
1) Separate creation, not just playing TV Spot
2) Over proportionally successful in age group 15-45 years
3) Involving -> Awareness -> high impact on Sales
only(incl YT)
4) Synergy Effects with TV Campaigns if message is aligned (up to 90%)
5) High impact on sales with TV Low Viewer
6) Margin utility curve by contacts per week shows optimum with 3 contacts
7) Decay Rate of Videos in average comparable with TV Decay Rate (measured)
8) Catch up Formats show above average sales impact
Based on 98 Studies (GfK Media Efficiency Panel)
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Success Characteristics of Best scoring SEM ads (Gross Short Term ROI)
Success Factors / Characteristics:
1) Search AdImpressions sell FMCG short term (cleaned by loyalty)
2) Generic Search matching with general & specific interests of Brand Target Group sells as well.
3) Traffic generation (generic / branded)
0.31
1.22
0.71
0.430.22
0.66
0.27
Banner YouTube only
Video (incl YT)
Print FacebookSEMTV
ROI top (10) scoring SEM ads:
1.25 - 4.22
3) Traffic generation (generic / branded) essential for website efficiency
4) Prerequisite: Website landing page offers highly relevant content
5) Over proportionally successful 30-49 years
6) TV/Online campaigns increase Search by approx 25%
7) Generic Search Words must link with Homepage content
only(incl YT)
Based on 98 Studies (GfK Media Efficiency Panel)
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Success Characteristics of Best scoring Facebook ad (Gross Short Term ROI)
0.31
1.22
0.71
0.430.22
0.66
0.27
BannerPrintTV FacebookSEMYouTube only
Video (incl YT)
Success Factors / Characteristics:
1) Low Uplift due to Text Ad format combined with low cost leads to average ROI
2) Brand messages must be interesting and new to generate buzz
3) New Launches rather more efficient only(incl YT)
Based on 4 Studies (GfK Media Efficiency Panel)
3) New Launches rather more efficient than established brands
4) Viral contacts & Fan Site contacts sell as well FMCG
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Success Characteristics of Best scoring TV ads(Gross Short Term ROI)
0.31
1.22
0.71
0.430.22
0.66
0.27
BannerPrintTV FacebookSEMYouTube only
Video (incl YT)
ROI top (10) scoring TV ads:
0.52 – 1.11
Success Factors / Characteristics:
1) Highest ROI with New Launches & Event announcements
2) Positive Interaction with parallel Video campaign
3) Sales Impact on New Buyers > Repeat Buyers (Short Term!)only(incl YT)
Based on 98 Studies (GfK Media Efficiency Panel)
Buyers (Short Term!)
4) Need to renew Base TV commercials as wear out tends to accelerate
5) Ratio Turnover Brand/ TV Spendings should be > 5
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Best scoring Print Ads(Gross Short Term ROI)
0.31
1.22
0.71
0.430.22
0.66
0.27
BannerPrintTV FacebookSEMYouTube only
Video (incl YT)
ROI top (10) scoring Print Ads:
0.66 – 1.75
Success Factors / Characteristics:
1) TZ Ads with Coupons show hightestROI
2) Hightest impact on Consumers with Brand Affinity
3) 20% of all Print contacts are exclusive on top of TV (50+)only(incl YT)
Based on 98 Studies (GfK Media Efficiency Panel)
on top of TV (50+)
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
Learn-Test-LearnBase your decision on Hard Facts
What have we learned for the future today?
Fact based Cross Media Strategies help to maximize ROI’s
!Focus on ROI but add Image & recognition to
understand better
!
Link Online & Offline Planning
together
!Use „What if“
Simulations to find optimal spending
level
!
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GfK Consumer Tracking INMA European Conference , MEP Media Efficiency Panel October 2011
If you leave your business card, the full presentation will besend to you this week!
Laurent de GroofManaging Consultant
Tel: +31-(0)162-384 363E-mail:
[email protected]@gfk.nl