1 / 46

ROI—A WAY OF LIFE IN MEDIA

ROI—A WAY OF LIFE IN MEDIA. Presentation speakers. Aaron Fetters Director, Insights and Analytics Solutions Center The Kellogg Company. Howard Shimmel Chief Research Officer Turner Broadcasting System, Inc. Kate Sirkin EVP, Global Research Director Starcom MediaVest Group.

ingrid
Download Presentation

ROI—A WAY OF LIFE IN MEDIA

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ROI—A WAY OF LIFE IN MEDIA

  2. Presentation speakers Aaron Fetters Director, Insights and Analytics Solutions CenterThe Kellogg Company Howard Shimmel Chief Research Officer Turner Broadcasting System, Inc. Kate Sirkin EVP, Global Research DirectorStarcomMediaVest Group

  3. What’s on the AGENDA? • The Media ROI Framework • The Media Company Perspective • The Agency Experience—Driving the Eco-System • The Advertiser Strategy • Table Talk & Panel Discussion

  4. Behavioral impact Smarter allocation, more accountability THE ROI LANDSCAPE Marketing Mix A holistic view Single Source Buyer graphics & campaign-level ROI

  5. Complementary to other planning and measurement tools SINGLE SOURCE ANALYTICS—CLOSING THE LOOP Plan Define Audience Measure ROI Form Objectives Measure Buy/Optimize Measure Effectiveness Optimize Plans

  6. Research innovations

  7. MEDIA AUDIENCE DATA Digital Demographic. Behavioral. Geographical. TV Demo-based since 1960!

  8. NEW DATA POWERS ADVANCED Media TARGETING Nielsen Buyer Insights Nielsen Catalina Solutions Nielsen MotorStats Nielsen Mobile Vector

  9. First advanced media targeting product targetingNOW

  10. A NEW WAY TO PLAN MEDIA Same mix Same demo guarantee Optimized against your target Plan still produced within current sales rotation guidelines Demo delivery still guaranteed as it always was Optimized within these parameters to maximize delivery of your marketing target (ex. category buyer)

  11. WE SELL NETWORKS BASED ON SELLING TITLES

  12. EACH SELLING TITLE CONTAINS RANGE OF PROGRAMS AND TIME PERIODS

  13. TODAY A SCHEDULE WITH THREE UNITS IN EACH SELLING TITLE MIGHT LOOK LIKE THIS

  14. BUT WHAT IF WE OVERLAID NEW DATA ABOUT THE PROBABILITY OF THE AUDIENCE BEING A CATEGORY BUYER? Strong Concentration of Cat Buyers Average Concentration of Cat Buyers Low Concentration of Cat Buyers

  15. EXAMPLE: MASS MERCHANDISER SHOPPERS TN Series: 3–5p (599) Bones (620) Supernatural (505) Castle (601) Major Crimes (447) Prime (648) Castle (610) Perception (582) The Mentalist (554) Major Crimes (719) Franklin & Bash (572) Rizzoli & Isles (833) Falling Skies (600) Series: 5–7p (559) Castle (629) Law & Order (557) The Mentalist (466) Bones (503) Supernatural (486) Weekend (575) Perception (549) Rizzoli & Isles (637) Franklin & Bash (535) Falling Skies (530) Major Crimes (619) Law & Order (522) The Hero (607) (#) = VPVH Early Morning (576) Law & Order (604) Angel (551) Late: 12–3a (587) CSI: New York (581) Perception (683) Cold Case (546) The Mentalist (630) Franklin & Bash (504) The Hero (593) Falling Skies (480) Primetime In Daytime (588) Bones (614) Major Crimes (474) Charmed (617) Supernatural (555) Smallville (545) Late: 12–2a (568) Perception (637) Cold Case (549) The Mentalist (622) The Hero (540) Falling Skies (388) CSI: New York (581) Franklin & Bash (409) Source: Nielsen Buyer Insights. 3Q13 to date (7/1/13–8/25/13) viewing to TBS/TNT; 1 min qualifier. Purchasing via NBI database for 52 weeks ending 3/31/13. Includes credit & debit transactions from NBI database only. Mass Merchandiser category (Kmart, Target, Wal-Mart). Excludes Movies, Marathons, Specials, Sporting Events, Sports Programming. Includes repeats.

  16. …AND THEN WE USED THIS DATA TO PUT YOUR Advertiser SPOTS IN THE OPTIMAL PROGRAMS/TIMES Strong Concentration of Cat Buyers Average Concentration of Cat Buyers Low Concentration of Cat Buyers

  17. Why are we excited? • Targeting works • Solutions delivers materially more of an advertiser’s target Great reaction from the market in Upfront Opportunity to drive greater yield from TV

  18. Targeting Works! Auto TBS Campaign P18–49 Heavy Auto Searchers +21% +59% Exposed Exposed Unexposed Unexposed 93% 87% Significance

  19. More of Your Target Demo Marketing Target GRPs Reach GRPs Reach 50.4 18.0 59.1 24.7 Original +59% Beer Brand 50.4 17.8 94.3 28.1 Optimized 13.6 9.2 11.2 6.9 +63% Original Domestic Auto Brand 13.5 8.7 18.2 9.7 Optimized 15.1 9.6 16.4 9.9 +13% Original Paper Towel Brand 15.1 9.6 18.5 11.1 Optimized +56% 7.8 4.4 6.3 5.0 Original Toothpaste Brand 7.9 4.9 9.8 6.4 Optimized

  20. +33%Average lift in target grps

  21. Disclaimer

  22. Challenges Predictability and Stability Scalablity Systems/Data Access Cross-Platform Application Target Transparency

  23. Future Products Use to inform allocation across selling rotations Use to inform allocation across Turner TV and digital assets

  24. BUYER-BASED DATA HELPING SMG Deliver more precision for advertisers

  25. The Evolution of the tv/video marketplace From TV & Digital Video to Precision video for all screens (convergence) Data-Driven Linear 1st Screen Addressability 1st Screen Connected 1st Screen Active Amplification 1stScreen Passive Amplification Multi-Screen ‘Digital’ Video Buying TV smarter and more precisely (Social Data, Purchase Data: Tardiis 2.0) ‘AddressableTV’ Audience or data-driven TV leveraging STB data Connected 1st screen TV with over the top (OTT) video service ‘Social TV’: Use 1st screen to drive active 2nd screen participation ‘TV Syncing’: Passive approach to syncing TV ad on all other screens Digital distribution of video—premium, mid and long tail on PC, mobile and tablet

  26. Key THEMES Incorporate more data to drive client value; maximize budget efficacy Maximize efficiency using best data that feeds brand strategy and optimization agility Demonstrate accountability—actual sales impact is typically the best way Real-time, seamless and continuous learning—integrated workflow

  27. Purchaser DataSets—which will drive most impact in planning

  28. How do we use it? • TV planning via “single source” data • ROI measurement for TV, print, digital and mobile • Purchaser-based targeting in digital, mobile and addressable TV • Targeting Accuracy Tests • Multi Touch Attribution (MTA)

  29. TV BUYING Evolution with single source • Larger buys for optimized CPMs • Age/gender • Optimized CPMs based on audience value uncovered by buyer-graphics • Much better aligned with client objectives • Allocated within corporate inventory to maximize portfolio effect

  30. Planning/measurement process 1 5 Define business challenge and objectives Develop targets based on strategic definition Consider data options and requirements Determine communication goals, flights, and budgets 2 6 4 3 7 8 5 Forecast corporate needs translated to demo targets Purchase inventory Allocate versus buyer-based brand targets Design measurement plan

  31. ALLOCATIng for maximum efficacy • Point in time (quarterly/upfronts) • Total campaign level Real-time/Right-time • Optimized to consumer response and marketplace opportunities • Creative allocated to drive buy rate or penetration

  32. BRINGING IT ALL TOGETHER—Closing the loop Integrated workflow that works within and outside Plan Define Audience Measure ROI Form Objectives Measure Buy/Optimize Measure Effectiveness Optimize Plans

  33. THE KELLOGG’S OPPORTUNITY FROM BUYER GRAPHICS

  34. Enabling a Data-Driven Marketing Ecosystem CRM 3rd Party Other 1st Party Data-Driven Ecosystem

  35. Does a buyer-based approach really sell more in-market and drive ROI? Case study • Develop the financial estimate for TV-driven sales • Validate the estimate in-market • Expand the learnings for multiple brands and for future periods • Continuously optimize, based on key drivers of ad response

  36. The Opportunity for a Buyer graphic Approach Missed Category Opportunity 51% of Category Buyers are not reached by the demographic target RTE Cereal Category Buyers Demo Target (F25–54) Kellogg’s Cereal Brand Buyers Missed Brand Opportunity 14% of reach to F25-54 goes to households who do not buy in the category 52%of Kellogg’s Cereal Brand Buyers are not reached by the demographic target

  37. The “Size of the Prize” Could be Significant for Kellogg’s Est. Incremental Retail Sales/Year* Kellogg’s Cereal Brand $2 MM–$4 MM $30 MM–$64MM * Incremental retail sales opportunity derived from Kellogg’s Size Of Prize Deliverable (August 2013)

  38. Average volume/household Kellogg’s cereal brand 2012 2013 • Unexposed HH • Exposed HH +14% +10% TV campaign drove incremental sales lift 10% in 2012 and 14% in 2013

  39. TV Campaign Audience Delivery Kellogg’s cereal brand 2012 2013 • F25–54 GRP • F25–54 Kellogg’s Cereal Brand BRP Kellogg’s Cereal Brand BRPs increased by 10% in 2013 from 2012 while F25–54 GRPs remained constant 95 INDEX 105 INDEX

  40. Annualized Results—The 2013 TV Campaign Generated Incremental Sales, Units, ROAS 2012 Campaign 2013 Campaign $3.4MM 814K $1.77 $5.2MM 1,273K $2.19 +52% incremental sales +56% incremental units ROAs +24%

  41. Conclusion Yes, the buyer-based approach actually increased sales, units, ROI—more can be gained! Develop the financial estimate for TV-driven sales Validate the estimate in-market Expand the learnings for multiple brands and/or for future periods Continuously optimize, based on key drivers of ad response

  42. CLOSING THE LOOP—It works! Plan Define Audience Measure ROI Form Objectives Measure Buy/Optimize Measure Effectiveness Optimize Plans

  43. c360.cnf.io Choose Your Session From the List Click / Tap on Each Poll to Respond

  44. Polling Question Now that you have seen real, large scale application of buyer-based solutions, is the marketplace ready to go beyond age/gender?

  45. Table talk Questions What would it take to instill confidence in the broad marketplace and drive adoption? What are some of the strengths / weaknesses of buyer-based thinking in the media process?

More Related