Online Video for Brands - IAB Australia · Millward Brown – leaders in brand, comms and media ......
Transcript of Online Video for Brands - IAB Australia · Millward Brown – leaders in brand, comms and media ......
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Online Video for Brands M A R K H E N N I N G – D I R E C T O R M E D I A & D I G I T A L S O L U T I O N S
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BRAND HEALTH COMMUNICATION MEDIA
EFFECTIVENESS &
ROI
Millward Brown – leaders in brand, comms and media
effectiveness research & consultancy
2
We see brand consultancy as an interconnected, iterative process to drive business success
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BRAND HEALTH COMMUNICATION MEDIA
EFFECTIVENESS &
ROI
Millward Brown – leaders in brand, comms and media
effectiveness research & consultancy
3
Today, the focus is on the changing media environment – in particular the role of Online Video
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Millward Brown’s CrossMedia Experience
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Over 100 studies
In more than 20 countries
For more than 40 brands
Across 10 industry sectors
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Agenda
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1 Online Video : Incremental Reach or Efficient Frequency
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Brand Impact of Online Video
3 Creative Tips for Online Video
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Agenda
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1 Online Video : Incremental Reach or Efficient Frequency
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Across the Asia Pacific Region TV still dominates for reach
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Reach by Medium (% of Total Sample exposed to the campaign through each channel)
30% 38% 36% 37%
30%
75%
Rea
ch
Source: Millward Brown AP CrossMedia Studies (Average of 22 campaigns)
NEWS
Newspapers Magazines Outdoor Online TV Radio
TV still attracts majority share of ad spend across the AP region
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Difficult to add incremental reach when 80%+ of target are reached by TV
Which leads to high levels of overlap between TV & Online Pre-Roll Video audiences
Discreet Reach & Duplication for TV and Online Video
Target Audience: Total Reach 83%
TV
Online Pre-Roll Video
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Majority of reach duplicated
with TV
Some incremental reach
achievable
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0.0
5.0
10.0
15.0
20.0
25.0
Heavy TV + Any Pre-Roll Med TV + Any Pre-Roll Light TV + Any Pre-Roll
Pre-Roll TV
FREQUENCY CONTRIBUTION AMONST THOSE EXPOSED TO TV+ONLINE PRE-ROLL
Pre-Roll Video supplements majority of frequency amongst those with light TV exposure
Online pre-roll video adds important frequency – especially to light TV viewers
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10
60
65
70
75
80
85
90
Less TARPs
+
1+ REACH CURVE – Target Audience
% 1+ Reach
TARPs
Campaign Reach
Fewer TARPs required to achieve Campaign reach when TV and Online Pre-Roll are used together
Resulting in more efficient reach for integrated campaigns
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Takeouts
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1 Incremental Reach : Online video can add incremental reach to a TV campaign, but
manage your expectations as TV is still a strong reach media
2
Frequency : Online Pre-roll is a great way to supplement frequency of your TV campaign.
3 Efficiency: By supplementing frequencies amongst light and non TV viewers online pre-roll
helps to achieve reach goals more efficiently than TV alone.
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Agenda
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2
Brand Impact of Online Video
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Across the Asia Pacific Region we see that TV is still a big driver of reach
and advertising awareness for multi media campaigns
Source: MB AP CrossMedia database - average results from 22 studies
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C H A N G E I N C O M M U N I C AT I O N S A W A R E N E S S A M O N G T H O S E R E A C H E D
C H A N N E L
R E A C H 75% 36% 38% 30% 37% 30%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
Magazines Newspapers Online Outdoor Radio TV
NEWS
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But online and other channels increase in importance when it comes to overall brand engagement
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C H A N G E I N B R A N D E N G A G E M E N T A M O N G T H O S E R E A C H E D
0.0%
1.0%
2.0%
3.0%
Magazines Newspapers Online Outdoor Radio TV
NEWS
C H A N N E L
R E A C H 75% 36% 38% 30% 37% 30%
Source: MB AP CrossMedia database - average results from 22 studies
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3.6
2.7
1.2
2.4
0.9
0.3
2.0
1.4 1.1
Aided Brand Awareness
Brand Favorability
Purchase Intent
Video Rich Media Std Flash
In Australia, we see that Video has a stronger impact on brand metrics than other online formats
Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = campaigns; Grey Italics on charts indicate values are not statistically significant
Online Video outperforms other online ad formats in building Aided Brand Awareness, generating Brand Favourability and driving Purchase Intent
% d
iffer
ence
Exp
osed
vs
Con
trol
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2.7 2.7
1.3
1.9
1.0
-0.4
1.1 1.0 1.0
Aided Brand Awareness
Brand Favorability
Purchase Intent
Video Rich Media Flash
And online video impact only requires low frequency %
diff
eren
ce E
xpos
ed v
s C
ontr
ol
AD FORMAT – FREQUENCY OF 1-2
Australia AdIndex Database October 2012 : Video Freq 1-2 = 12 campaigns ; Rich Media Freq 1-2 = 19 campaigns ; Flash Freq 1-2 = campaigns Grey Italics on charts indicate values are not statistically significant
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But, there is a wide disparity between the best and worst online brand campaigns
Poor creative, placement or frequency/planning has the potential to negatively impact the brand
All Australian campaigns through October 2012 – n=97+ Campaigns
AUSTRALIAN CAMPAIGNS
5.5
7.3
1.3 1.7
-3.0 -3.0
Best (top 20%) Average Worst (bottom 20%)
% d
iffer
ence
Exp
osed
vs
Con
trol
Brand Favourability Purchase Intent
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Agenda
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3 Creative Tips for Online Video
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Video Creative Best Practices (Rich Media/All Formats)
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1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone
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Video Creative Best Practices (Rich Media/All Formats)
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1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone
2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed
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Online video ads that have companion banners typically outperform video ads without on awareness metrics
Source: MarketNorms, Full Dataset Q2/12; Video w/ Companion N= 38 campaigns, n= 49,226 respondents; Video w/ no Companion N=464 campaigns, n=513,005 respondents Percent Impacted = Exposed – Control 21
• However, similar impact seen on persuasion metrics
3.6
5.9
4.6
1.9
1.3
2.1
4.5
2.2
1.5 1.3
Aided Brand Awareness
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
Per
cen
t Im
pac
ted
Companion Banner No Companion Banner
Other approaches such as wrapping the video
content within a branded frame that delivers message +
brand have also proven successful for in-banner
placements
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Video Creative Best Practices (Rich Media/All Formats)
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1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone
2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed
3 Interactivity can help get your ad noticed, but make sure the interaction:
a) isn’t required to understand the brand and key message b) doesn’t take away from the brand and message delivery
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Interactive ads can be effective when used appropriately
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• Use expandable/interactive ads as a means to allow the viewer to drill down for more detail
rather than conveying all information up front in the ad.
Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39 campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on charts indicate values are not statistically significant
1.2
5.5
2.1
2.9
Aided Brand Awareness
Online Ad Awareness
Banner - Interactive
Banner - Not interactive
% d
iffer
ence
Exp
osed
vs
Con
trol
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But beware that the interactivity doesn’t take away from the campaign message
Australia AdIndex Database October 2012 : Video = 12 campaigns ; Rich Media = 19 campaigns; Flash = 39 campaigns; Banner Interactive = 25+ campaigns ; Banner Not Interactive = 22 campaigns Grey Italics on
charts indicate values are not statistically significant
Rich Media and Interactive ad units, whilst attention-getting have the potential to overshadow messaging – using mix of formats across the campaign or ensuring all interactive elements communicate can overcome this limitation
0.1 0.1
2.0
2.7
Brand Favorability
Purchase Intent
Banner - Interactive Banner - Not interactive
% d
iffer
ence
Exp
osed
vs
Con
trol
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Video Creative Best Practices (Rich Media/All Formats)
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1 Successful video ads don’t rely on audio to communicate the main message; as audio may not be turned on, in banner videos need to be able to communicate brand and message through visuals alone
2 Companion ads (or similar) alongside the streamed video can help to ensure communication of brand and key message – even when the video is not fully viewed
3 Interactivity can help get your ad noticed, but make sure the interaction:
a) isn’t required to understand the brand and key message b) doesn’t take away from the brand and message delivery
4 Most top performing video ads have the brand well integrated within video (e.g. image of person using the product, product shot, brand name/logo shown, voiceover references the brand name).
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The advertising challenge is consistent across online and offline media
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branded engagement:
Will the ad connect with the
consumer in a branded fashion?
motivation:
Do the brand associations make it more
desirable at key decision moments?
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In Summary
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1 Video is more impactful and requires less frequency than banner advertising
2
Pre-Roll and TV are complementary channels
3 Creative Matters – ensure you are communicating your brand and key message
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Online Video for Brands M a r k H e n n i n g – D i r e c t o r m e d i a & D i g i t a l S o l u t i o n s