Mind the Gap! Make ‘mobile’ work for your Brand. Vishikh Talwar – Managing Director [South Asia] | Meheer Thakare – Head, Digital Solutions

36%

13%13%

38%

2016 - 2017

29%

6%

22%

44%

2016 - 2017

The role ‘Digital’ has played in driving effective

‘Advertising campaigns’

Source IAMAISource: 46 CrossMedia Research studies executed between 2012 to 2017

SALIENCE

63%7%

6%

25%

2012 - 2015

TV Print OOH Digital / Mobile

37%

19%9%

35%

2012 - 2015

Impact on BRAND METRICS

CONSIDERATION

Print OOHSocial Video

8% 7% 6% 5%

5% 3% 3% 2%2012-15

2016-17

Impact on REACH

INCREMENTAL REACH OVER TV

We’ve learnt that mobile campaigns need to be

dealt with caution

Source IAMAISource: CrossMedia Research

22% media buysWASTED DUE TO

INEFFICIENT ALLOCATION• Source: Cross Media Research, KMB

0%

20%

40%

60%

80%

100%

120%

140%

160%

0% 10% 20% 30% 40% 50% 60%

Gen X

Impact Share [%]

Ind

exe

d t

o T

ota

l [%

]

Source IAMAI

Make ‘mobile’ work for your Brand

+

Source IAMAI

Make ‘mobile’ work for your Brand

‘TELEVISION’ AIN’T THE HOLY GRAIL… NOR IS ‘MOBILE’!

Source: Ad Age’s summary of the ARF’s “How Advertising Works Today” (2016) which analysed

5,000 campaigns for 1,000 brands in 41 countries

There is plenty of evidence

that multichannel campaigns

tend to be more efficient

Source IAMAI

GO MULTI-MEDIA

More winning campaigns deployed a

multi-media strategy

45%

of winningcampaigns used

Mobile as the only channel

SMARTIES 2018

64%

of winningcampaigns used

Mobile as the only channel

SMARTIES 2017

Source IAMAI

Make ‘mobile’ work for your Brand

Evolution Of Content Consumption

LEAN FORWARD ON THE GO

PRODUCTIVITY

CONNECTIVITYAD

ADAD

LEAN BACK

ENTERTAINMENT

Not surprising, customized made for web creatives

can be much more impactful

4.0%

2.4%

1.9%

1.4%

1.3%

0.9%

0.7%

0.7%

% IMPACT/ SPENDS [IN Rs LAC]

Repurposed TV Ads

Made for Web Ads

Source : CrossMedia ™ India Studies

MEAN

Source IAMAI

GO CONTEXTUAL

Integrated Campaigns drive even better Impact on the Brand

100

148167

Non-integrated Integrated (same)

Indexed Impact of different types of cross-platform creative strategy on Equity Metrics

Integrated (custom)

Source: Millward Brown contribution to The ARF’s seminal research project “How Advertising Works Today” 2016; Analysis of 50 campaigns from 2011-2015; Impact shown is the aggregated effect on Association, Motivation, and Salience metrics, established through online surveys of 1,400 consumers per campaign; Performance is shown relative to index of

100 for non-unified campaigns

GO CONTEXTUAL

… and Content Marketing is a great example of

going Contextual

* MarketNorms India (Category: Overall , Baseline Adjusted, N=85 campaigns)

Aided Brand

Awareness

Online Ad

Awareness

Brand Favorability

Purchase Intent

0% 20% 40% 60% 80% 100%

Below Average AverageAbove

AverageExcellent

A recent example of how

an auto car maker

integrated into an

webisode with an objective

to drive consideration.

Source IAMAI

GO CONTEXTUAL

More winning campaigns deployed a

native ad formats

6%

of winning campaigns deployed native ad formats

SMARTIES 2017

34%

SMARTIES 2018

of winning campaigns deployed native ad formats

Source IAMAI

Make ‘mobile’ work for your Brand

Source : AdReaction

Building The Winning Creative

People have more

to engage with,

more to distract

them and do more

multi-tasking

than ever before…66% skip ads

after 5 seconds48% use tech

to block ads45% don’t watch/

do something else

Source IAMAI

Make ‘mobile’ work for your Brand

17

How do we create great digital content that works?

Generate an

emotional responseTell a story Consider music that

engages people and

the audience relates to

Consider special

effects/powerful

unique design

Consider humour –

just make sure it’s funny for

your audience!

For social content –

make it work

without audio

Branding matters more

than ever –

integrate early

Get the length

just right

Avoid overloading with

‘messages’ - a positive

impression may be enough

Structure your ad to engage

people and ensure the

skip matters less

Source IAMAI

Digital has brought to reality a number of performance

metrics that are easily available…

Many of them make sense for a

PERFORMANCE based advertising…

Source IAMAISource: Kantar Millward Brown | Brand Lift Insight

…but have no real correlation to ‘Brand’ performance

Important to measure metrics that directly attribute to campaign

objectives

Source IAMAI

MEASURE WHAT MATTER

More winning campaigns deployed a

relevant measurement

45%

of winningcampaigns measured it right

SMARTIES 2018

38%

of winningcampaigns measured it right

SMARTIES 2017

Source IAMAI

In Summary

Make ‘mobile’ work for your Brand

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