Post on 24-Jun-2015
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GMPVC German Media Pool
HOW TO BECOME A MEDIA STAR – CAMPAIGNS IN TV, PRINT & CO
Berlin, 04.09.2014
04.09.14 Slide 2
Wanna become a media star?
04.09.14 Slide 3
Many showcases for growing to Million-!!! - with media
Saskia Sefranek
! Associate at German Media Pool ! Supported 10+ startup campaigns in
! TV ! Out of Home ! Radio
! Partnering with media planning agencies, creative agencies and tracking providers to help our startups achieve break-through campaigns.
! Currently setting up new funds with large publishing houses with Raffay Media Venture
04.09.14 Slide 4
Who am I? What do I know about media campaigns?
GMPVC German Media Pool
Thirteen investments in over 20 media rounds (selection).
Germany’s first independent media4equity fund combining different media types.
Partnered with leading media companies for strong cross-media campaigns in TV, Radio and Out of Home.
Media Star
Tracking
Creative Media
planning
04.09.14 Slide 5
Three Ingredients of a successfull media campaign
Media Star
Tracking
Creative Media
planning
04.09.14 Slide 6
Three Ingredients of a successfull media campaign
04.09.14 Slide 7
What do you think worked better?
Out-of-Home Campaign Urbanara 2011 vs. 2014
04.09.14 Slide 8
What do you think worked better?
TV Campaign Danato 2012 vs. 2013
04.09.14 Slide 9
What do you think worked better?
Learnings regarding Creatives • Performance before beauty • One key message • Short and simple • USP / How-to explanation • Call-to-Action • Repeat brand & URL
04.09.14 Slide 10
Startup TV spot evolution - from stick figures to brand building
„Erklärbär“ / explainer Animated film Storytelling Live-Action film
Brand image
Early Swoodoo TV Spot • Pure focus on lead generation • Animated explainer video
Later Swoodoo TV Spots • Distinct brand image & variation of same story • Trade mark (finger puppet)
Costs for spot production
Media Star
Tracking
Creative Media
planning
04.09.14 Slide 11
Three Ingredients of a successfull media campaign
04.09.14 Slide 12
How to start off your media planning?
Campaign goal
Sales push Branding
Target group Budget Timing
Strategy & Channel-Mix
• Focus on cost-efficiency
• Smaller budgets, often mono channel
• Focus on reach & brand building
• Larger cross-media campaigns
vs.
04.09.14 Slide 13
Choose timing and advertising pressure wisely
Frontloading • 100GRP+ /week at
peak times • Heavy promotion at
campaign start e.g. for new product launches afterwards constant reminders
Backloading • 100GRP+ /week at
peak times • Economic schedule at
first, e.g. for testing then scale up for strong impression
Flighting • Min. 40GRP+/week
repeatedly • Iterate strong and idle
advertising • Benefit form residual
awareness between flights
Aim for strong advertising impact (high GRPs) to break through customers attention span and high frequencies to keep it there.
TV Radio Out-of-Home Print
Media use cases • On the couch • In the evening • Secon screen (laptop / phone)
• During your morning routine
• In the car • At the work place
• In the city, while shopping
• While driving • In public transport
• At home at the breakfast table or on the couch
• While travelling
Benefits per channel • Drives Sales immediately
• Easy to track
• Cheap gross contacts
• Regional campaigns
• Reaches everyone • High-quality look • Regional campaigns
• Targeted and context-specific ads possible
• Ad can be kept
04.09.14 Slide 14
It‘s in the (channel) mix!
TV Radio Out-of-Home Print
Media Best Practices • Use strong call-to-action & URL
• Day-time and summer ads are very cost-effective
• Niche channels for targeted
• High frequencies of short spots
• Sponsorings for higher awareness
• Clean visuals • Repetition of motives in whole city
• Fashion topics work well
• Discount codes • Oversize-flyer • Contextual-matching
• Strive for user interaction (e.g. competitions)
04.09.14 Slide 15
It‘s in the (channel) mix!
Combine channels for maximum exposure – exploiting different media use cases.
Media Star
Tracking
Creative Media
planning
04.09.14 Slide 16
Three Ingredients of a successfull media campaign
04.09.14 Slide 17
TV impact has become easy to track
New visits per minute
49 Visits w/o Conversion 6 Visits with immediate Conversion
1 Visit with later Conversion
Immediate Effect of TV-Spot
Peak threshold
(1) noise floor = Number of unique visits per minute on website from relevant traffic sources independent form TV campaign Source: Spoteffects
Ø noise floor (1)
Thanks to immediate second screen response after TV spots - tracking tools can measure clear traffic peaks.
Schemativ TV tracking mechanism
04.09.14 Slide 18
Several measures to assess short-term sales uplift – do not to neglect long term effect on brand awareness
TV Radio Out-of-Home Print • Tracking Tools measure traffic peaks 10min after spot (e.g. tools RapidApe, Spoteffects)
• Add multiple for indirect traffic
• Regional Uplift Analysis (compare uplift before and after campaign compared to benchmark)
• (Online) Competitions
• Regional Uplift Analysis (compare uplift before and after campaign compared to benchmark)
• QR codes (semi-significant)
• Use & measure coupons
• Engage with customer in Competitions
• QR codes
• While all these measures help to assess short-term sales uplift, for large branding campaigns also measure effect on long-term brand building, e.g. via brand awareness studies
04.09.14 Slide 19
Key Learnings?
• Offline media can help you reach a new target audience & overcome the googe-wall
• Media strategy needs to match campaign goal
• Aim for a strong media-mix
• Creatives don‘t have to be pretty or unique in order to perform well – focus on product USP and call-to action
• Media is no longer a black box – there are many measures to track its impact
• But media can do more than push short term sales – use ist branding power
#ARRRR
! Please Feel Free to Contact Us
GMPVC German Media Pool GmbH Saskia Sefranek sps@gmpvc.com Mobile: +49 160 96 412829 GMPVC German Media Pool GmbH Meinekestrasse 5 10719 Berlin Germany Office: +49 30 609 847 838
Investor eco-system through shared office space with RI digital and b-to-v.