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EFFECTIVENESS
IN CONTEXTPRELIMINARY FINDINGS
Sale
s u
plif
t o
ver
bas
e
TimeSource: Binet & Field 2013
There are two kinds of marketing
Sales activationShort term sales uplifts
Sale
s u
plif
t o
ver
bas
e
TimeSource: Binet & Field 2013
There are two kinds of marketing
Sales activationShort term sales uplifts
Brand buildingLong term sales & profit
You need both, in balance
0,0
0,2
0,4
0,6
0,8
1,0
1,2
1,4
1,6
<50% 50-70% >70%
Nu
mb
er
of
very
la
rge
bu
sin
ess
eff
ect
s
% of budget allocated to brand building
Source: IPA Databank, 2014-16 cases
TV is the best brand mediumBrand activity
Reach
Fame
Emotion
TV advertising
Broadest Reach
Most talked about
High Emotion
“But the rules have changed”
“Consumers are more rational now”
67% 71%
33% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Emotional Rational
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
Decision is primarily
“Consumers do more research now”
55%
74%
45%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low High
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
Online research
“The rules are different for online brands”
55%
74%
45%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Offline Online
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
Primary distribution channel
“Subscription models change everything”
57%
74%
43%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Repeat purchase model Subscription model
% C
om
mu
nic
atio
ns
bu
dge
t
Activation
Brand
Source: IPA Databank, 1998-2016 for-profit cases
“Innovators don’t need to advertise”
61%72%
39%28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No innovation Any innovation
% C
om
mu
nic
atio
ns
bu
dge
t
% Actvation
% Brand
Source: IPA Databank, 1998-2016 for-profit cases
“Loyalty marketing is more efficient”
0,0%
0,2%
0,4%
0,6%
0,8%
1,0%
1,2%
1,4%
1,6%
1,8%
2,0%
Loyalty strategy Acquisition strategy Reach strategy
An
nu
al
mk
t. s
ha
re g
row
th
Base: 2008-16 IPA cases
MessagingShopping/transacting
Online video
Broadcast TV
Other onlineNewsbrands
Search
0
10
20
30
40
50
60
70
80
90
100
0,00 1,00 2,00 3,00 4,00 5,00 6,00
Wee
kly
Rea
ch (
% A
du
lts)
Average Hours Per Day (Across All Adults)
OOH
Radio
Social networkingTexting
Internet for work
Cinema
Subscriber VoD
Source: IPA Touchpoints 2016
“Nobody watches TV now”
MessagingShopping/transacting
Online video
Broadcast TV
Other onlineNewsbrands
Search
The Media Landscape in 2016
0
10
20
30
40
50
60
70
80
90
100
0,00 1,00 2,00 3,00 4,00 5,00 6,00
Wee
kly
Rea
ch (
% A
du
lts)
Average Hours Per Day (Across All Adults)
OOH
Radio
Social networkingTexting
Internet for work
Cinema
Subscriber VoD
The Media Landscape in 2017
Source: IPA Touchpoints
“Mass media are becoming less effective”
27%
22%
13% 14%
40%
27%
22%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
TV Press Radio Outdoor
% in
cre
ase
in a
vg. n
o. V
L b
usi
ne
ss e
ffe
cts
fro
m a
dd
ing
Web 1.0 (1998 - 2006) Web 2.0 (2008* - 2016)Source: IPA Databank*Outdoor = 2012 - 2016
“But what about tech firms?”
£130.000.000
£140.000.000
£150.000.000
£160.000.000
£170.000.000
£180.000.000
£190.000.000
£200.000.000
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
Sep
No
v
Jan
Mar
May Ju
l
2013 2014 2015 2016 2017
Au
dit
ed
ad
spe
nd
(UK
)
Year ending
Major tech firms spend on traditional ad media
Source: NielsenBrands: Amazon, Google, Apple, Facebook, Twitter, AirBnB, Uber, Spotify
Mass marketing is alive and well
EFFECTIVENESS
IN CONTEXTPUBLISHED 9th OCTOBER 2018
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