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Justin GibbonsWork Research

Brand Gap 2.

Bridging The Brand Gap.

The Brand Gap.

A gap exists between what practitioners accept as fully evidenced best practice and what they actually do when

planning their campaigns.

What we know.

“We would agree with Byron Sharp’s

principles – we have found micro

targeting doesn’t work for many clients.”

//Agency

“We’re believers. We’ve met them,

we’ve used their work, it has

informed our strategy.”

//Advertiser

UK advertising market.

54%

22%

5%

2%

6%

3%1%

7%

Online

TV

Out-of-Home

Magazines

Newsbrands

Radio

Cinema

Direct Mail

/ / W A R C A p r i l 2 0 1 9

60%

19%

5%

2%

6%

3%1% 6%

/ / W A R C J u l y 2 0 1 9

£24.6bn

2018 2019

£23.6bn

So what has changed?

The voices are getting louder.

Brand media.

Thinking about a brand building campaign, which of the following media are your ‘go-to’ media channels?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Direct mail Online

Display

Radio Magazines Newsbrands Online

Video

Cinema Social

Media

DOOH VOD OOH TV

2018 2019

Activation media.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cinema OOH DOOH VOD Magazines Radio TV Online

video

Newsbrands Direct mail Social

media

Online

display

Thinking about a sales response campaign, which of the following media are your ‘go-to’ media channels?

2018 2019

Activation media.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cinema OOH DOOH VOD Magazines Radio TV Online

video

Newsbrands Direct mail Social

media

Online

display

Thinking about a sales response campaign, which of the following media are your ‘go-to’ media channels?

2018 2019

Reputation ‘on the up’.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Direct mail Magazines Newsbrands Radio TV OOH Online

display

Cinema Social

media

VOD Online

video

DOOH

Which of the following media types would you describe as having reputations ‘on the up’ right now?

2018 2019

Reputation ‘on the up’.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Direct mail Magazines Newsbrands Radio TV OOH Online

display

Cinema Social

media

VOD Online

video

DOOH

Which of the following media types would you describe as having reputations ‘on the up’ right now?

2018 2019

The live issue.

“This has been the year when it’s

risen to top priority.”

//Agency

“It’s a live and constant conversation.”

//Advertiser

A senior issue.

“There’s a change in the conversation

by senior leadership, they understand

this and are trying to address it.”

//Advertiser

“It helps to have a CEO who’s

an ex-marketer.”

//Advertiser

A real world issue.

“We saw the numbers going down,

as simple as that.”

//Agency

“There are brands that 100% need

support, without brand building

the response simply can’t work.”

//Advertiser

The first signs of change.

0%

10%

20%

30%

40%

50%

60%

2019

Which, if any of the following are true of your campaign planning this year?

We are moving money

from brand building into

sales response

We are moving money

from sales response

into brand building

We are trialling new

channels that can do a bit

of both brand building

and sales response

There were five frogs sitting on a log,

One frog decided to jump off the log,

How many frogs are still sitting on the log?

1// Spot the signals.

“Do a full data audit,

get your hands on as much

as you can, see what the

actual results look like,

look at it in the round not

discipline by discipline.”

//Agency

2// Long-range planning.

“Without a plan, the weekly

sales targets drive everything.”

//Advertiser

“Too quickly business objectives

become sales targets.”

//Advertiser

3// Harness senior support.

“You’ve got to have an argument

that works in the boardroom

and with the commercial teams.”

//Advertiser

4// Measurement.

“The performance guys seem to have

championed all the things that are

nascent right now - accountability,

measurability, sales and revenue.”

//Advertiser

5// Test and learn.

“Easy first steps – this really works.”

//Advertiser

6// Best of both worlds.

0%

10%

20%

30%

40%

50%

60%

2019

Which, if any of the following are true of your campaign planning this year?

We are moving money

from brand building into

sales response

We are moving money

from sales response

into brand building

We are trialling new

channels that can do a bit

of both brand building

and sales response

7// Consideration.

“Consideration is the ‘golden metric’

for the brand gap.”

//Advertiser

Awareness

Consideration

Conversion

Loyalty

Advocacy

8// The creative bridge.

The charter for change.

1. Start by looking for the signs

2. Write a long-range plan

3. Harness senior support

4. A measurement framework

5. A test and learn mindset

6. Best of both worlds channels

7. It’s all about consideration

8. The creative bridge

“If their value continues to slide on the downward trajectory it is on, it is likely these brands will drop out of the global ranking

within the next five years, meaning UK brands will disappear from the global ranking completely.”

Bridging The Brand Gap.

Mike FollettLumen

Welcome to the attention economy

Attention technology

An attention currency for the attention economy

Eye tracking and attention predictions at speed and scale for desktop

and mobile

• Cross media pre-testing and tracking tools

• Programmatic integrations

• Link to sales

The reality of attention

The reality of attention

£30bnunseen advertising investment per year²

82%viewable digital display ads not seen

Based on assumption of global desktop

display market of £38bn in 2018 (eMarketer)

Attention links to memory and action

7%

10%

20%

28%

33%

35%

Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s

Dwell time on advertising

Attention (sec) / prompted recall

Sources: Lumen print omnibus (recall data);

Lumen predictive attention model (online sales data)

Attention links to memory and action

7%

10%

20%

28%

33%

35%

Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s

Dwell time on advertising

Attention (sec) / prompted recall

0.180.15

0.21

0.30

0.39

0.48

0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3

Expected dwell time (s)

Attention (sec) / sales conversions

Sources: Lumen print omnibus (recall data);

Lumen predictive attention model (online sales data)

3 drivers of attention

Context

Targeting

Creative

Example full page study heatmap

The attention funnel

Source: Lumen Research

Based on 225k ad impressions from the Lumen Attention Panel, Jan 2016-present

Viewable = 50% of pixels for 1+ sec

Example full page study heatmap

The attention funnel

1000 impressions served

57% viewable impressions

14.4 seconds av. viewable time

8% viewed impressions

1.3 seconds avview time

1000 impressions

500 viewable impressions

80 viewed impressions

1.3 seconds of attention per ad

x

Source: Lumen Research

Based on 225k ad impressions from the Lumen Attention Panel, Jan 2016-present

Viewable = 50% of pixels for 1+ sec

Example full page study heatmap

The attention funnel

1000 impressions served

57% viewable impressions

14.4 seconds av. viewable time

8% viewed impressions

1.3 seconds avview time

110 Attentive seconds per

000

1000 impressions

570 viewable impressions

80 viewed impressions

1.3 seconds of attention per ad

110 seconds of attention per 1000 ads

x

=

Desktop MPU

Attention between media (with thanks to our friends at )

Sources: TVision (Q3 2019, US) Lumen Press Omnibus (41k exposures, UK), Lumen mobile studies (506

impressions, UK), AM4DOOH (3026 contacts, UK), Lumen passive desktop panel (82k MPU impressions, UK)

5937

1362

838 831

110

TV (30") Press (25x4) OOH (2m DOOH) Mobile (MPU) Desktop (MPU)

Attentive seconds per 000 of example formats

Attention within mediaA

ttentive s

econds p

er

000

Domain rank

Attentive seconds across Top 100 domains ytd 2019

Source: Lumen passive desktop panel (82k MPU impressions, UK)

Combining media boosts attention and recall

Av dwell time when not

viewed OOH ad = 1.5”

VW example

Av dwell time when

viewed OOH ad = 2.8”

Source: DOOH Mobile amplification study (673 viewed mobile impressions)

9%

21%

Did not viewOOH

Viewed OOH

Spontaneous recall

2.0

3.0

Did not viewOOH

Viewed OOH

Av dwell time on social mobile stories ad

+52%

+133%

Targeting boosts attention

660

1171

1365

Not in market oraware of brand

In market, butunaware of brand

In market, andaware of brand

+107%

Source: Lumen/IAB All impressions (4057), of which in Market (1182) and Brand aware (2509)

0% 1%

12%

2%3%

17%

Not in market oraware of brand

In market butunaware of brand

Aware of brand andinvolved in category

Spontaneous Recall

Prompted Recall+ 6X

Dwell time per 000 impressions (s): Ad recall:

Creative boosts attention

100

180

Without Penguin With Penguin

% viewing (index)

Source: Lumen bespoke tests (240 impressions)

Optimising creative for YouTube

Heatmap of % viewed to skippable pre-roll Heatmap of Av dwell time

Source: Lumen Desktop Panel (997 impressions)

Flex all three drivers top get an unfair share of attention

Context

Targeting

Creative

Attention helps explain how brands grow

Attention helps explain how brands grow

Old Model

1. Positioning

2. Differentiation

3. Message

comprehension

4. USP

5. Persuasion

6. Teaching

7. Rational, involved

audience

New Model

1. Salience

2. Distinctiveness

3. Get noticed

4. Relevant associations

5. Refreshing and

building memory

structures

6. Reaching

7. Emotional, distracted

audience

Attention helps explain how brands grow

Old Model

1. Positioning

2. Differentiation

3. Message

comprehension

4. USP

5. Persuasion

6. Teaching

7. Rational, involved

audience

New Model

1. Salience

2. Distinctiveness

3. Get noticed

4. Relevant associations

5. Refreshing and

building memory

structures

6. Reaching

7. Emotional, distracted

audience

Attention insight

1. Attention is rare

2. Attention is finite

3. Attention is valuable

Ségolène BraunFacebook

Facebook and OOH advertising

How to maximize campaigns impact withboth?

JCDecaux, Upfronts 2020, 9th Oct 2019

S É G O L È N E B R A U N

M A R K E T I N G S C I E N C E P A R T N E R

F A C E B O O K F R A N C E

Facebook and OOH advertising are particularly close

in building creative

&

in capturing attention

Mobile is similar to Out of Home

Principles for OOH*

your visual story, build for vertical

format

attentionquickly

for sound off, but delight with sound on

C A P T U R E

D E S I G NF R A M E

Principles for Mobile Optimization

B R A N D L I N KIncorporate

Brand Identity Early

1 5 F T, 5 S E C

S I M P L I F Y

Bold, ContrastShort, Legible

B R A N D I DEnsure you can read the Advertiser Name

Can you read and understand the

message

Use short words for fast comprehension

D E S I G N

*Source: http://clearchanneloutdoor.com/get-creative/

Prioritize on-the-go

Facebook and OOH advertising are particularly effective

in driving

new productawareness

and consideration

with youngeraudiences

Facebook and out-of-home advertising help brands reach younger consumers

Facebook and OOH advertising have a strong impact

in driving purchasedecision

Gen Z and Millennials in Europe rely on Facebook and OOH to help decide which new foods and drinks to buy

Facebook and OOH advertising are bettertogether

by synergy on sales

Source: “What was the impact of the Les 2 Vaches campaign on Sales” by Kantar Worldpanel (Facebook-commissioned study), France, Sep 2018..