day1 research stream_1700_emerging_digital_platforms_millward_brown

Evaluating New Opportunities in Digital Media

FAD OR FAB

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

UNDERSTANDING FAB VALUE IN THREE PARTS

Value to the consumer

Commercial value

Value to the brand

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VALUE TO THE CONSUMER

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What is the consumer benefit?

How does it fit into people’s lives?

What is the perceived value or catch?

THE VALUE OF UNDERSTANDING WHY - APPLE

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“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

Breadth of offer

Depth of offer

High

Penetration or Reach

Low

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CONSUMER CAPACITY FRAMEWORK

Increasing Capacity

to Consume

High

Time spent

High

Reach

Low

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CONSUMER CAPACITY FRAMEWORK

High

Time Spent

Display

Display on

social sites

Social

networking

fanpages

Online video

Viral video

Mobile

Adoption path

Consumer

journey

COMMERCIAL VALUE

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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?

Web TV – What is the best Strategic use?

Reach of the Campaigns...

Investment in traditional TV hits heavy viewers

exponentially more than light viewers...

% Ratings served to

each group

Heavy TV

Medium TV

Light TV

63%

27%

10%

And adding more TV doesn’t help the problem...

% Ratings served to

each group

Heavy TV

Medium TV

Light TV

87%

35%

14%

Reach of the Campaigns (revisited)...

Reach of the Campaigns...

Among Lighter TV Viewers

Less than a Quarter of Lighter TV Viewers meet

an optimal level of exposure through TV alone...

-35%

-79%

65%

21%

Winning Post

(4+ Exposures)

Fail Succeed

WebTV adds significantly to the success rate among

light TV viewers.

-35%

-68%

65%

42%

Winning Post

(4+ Exposures)

Fail Succeed

BT Vision – Spotify

METHODOLOGY FRAMEWORK

Pre-Campaign recruitment 8 week Campaign

No Recruitment for 6 weeksN=200 N=200

Banner Only

Audio Only

Banner & Audio

Video & Audio

+ Control (no exposure)

+7.9

+13.2

+8.8+6.0

+3.8

Statistically Significant Increase

THE COMBINATION OF AUDIO & BANNER ADS TOGETHER WERE

BY FAR THE MOST EFFECTIVE PLACEMENTS FOR THE BRAND

Aided Brand

Awareness

Online Ad

Awareness

Message

Association

Brand

Favourability

Purchase

Intent

Campaign

Impact

Brand Perceptions: BT...

< 25yrs 25yrs +

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

BRAND PERCEPTIONS STRONGEST AMONG 25+

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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WFA – Value of a Fan

Full report is available on request to WFA members:http://www.wfanet.org/en

Fans already outspend non-fans by over 4x. The fan page challenge is to deepen the relationship

Source: Brandz, 2010 global database

Share of wallet

62%

67%

83%

100%

Fans

4%

13.4%

Bonding

Advantage

Performance

Relevance

Presence

19%

31%

37%

50%

Non-Fans

1%

2.8%

Ignoring social

media,staying out of game

Jumping on

bandwagon —"must be there"

Thoughtfully integrated

program

• Less relevant/current

and trustworthy

• Complete loss of control (consumers define the brand by

themselves)

• Ability to listen to

consumers and understand their needs

• Consumers co-own the brand and

evangelize

• Consumers see right

through this — and it kills credibility

• Traditional marketing approaches alienate

consumers

Listening is key to success

Source: Firefly Language of Love

Wall post:

"Dear BRAND fans,

your opinion is

important to us!

Please help us

improve this page by

answering our short

5 minute survey."

Methodology

0 500,000 1,000,000 1,500,000

Bigger fan pages generally rated betterBut number of fans doesn’t tell the whole story

Fan

Ind

ex

Rat

ing

# of Fans

Low

High Correlation: 0.28

Checklist

Regular postsExpected Trustworthy

brand newsExpected

New product infoExpected

OffersExpected

Contests/ GiveawaysExpected

InteractionDifferentiator

VarietyDifferentiator

InnovationDifferentiator

CommunityDifferentiator

FunDifferentiator

Smirnoff / TimeOut

iPhone App

CAMPAIGN OBJECTIVE

1. Mass awareness:High Impact branding &

Driving to Microsite

2. Deeper communication of the ‘There’ messaging:

Bespoke Microsite Driving downloads

3. Downloading the app:Co-branded Smirnoff & TimeOut iPhone application

* Iphone Application Stats provided by Diageo

Peak download period

When analysing results during the peak download

period, in January 2010, overall response is very

positive

THE APP FILLED A CONSUMER NEED

Methodology

Control*

Exposed*

Both groups

are surveyed

at the SAME

time about

their attitudes

toward the

brand in the

creative

Do the results

indicate a

difference?

∆ +8

39%

47%

Control Exposed

Control Exposed (n=91)(n=68)

Bulls Eye Target: 18-30yr old Vodka Drinkers living in London

+16.2*+67.6*

AND DROVE PURCHASE INTENT AMONG THEIR

CORE TARGET

Statistically Significant Increase @ 90%

Ad

Awareness

Purchase

Intent

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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