Cadbury Campaign Results Dec 2010
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Transcript of Cadbury Campaign Results Dec 2010
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Google Confidential and Proprietary
Cadburys Chocolate Charmer campaign
Chocolate Charmer Campaign media mix
YouTubeHomepageMasthead
TV
Facebook Reachblock
Facebook Fan Page
YouTube PromotedVideos
The Chocolate Charmer campaigns purpose was to reinvigorate the
Cadbury brand association with authentic chocolate Campaign started in April 2010 and ran for 6 weeks
Online
TV
Share of budget
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Google Confidential and Proprietary
What is the Media Efficency Panel?
The only single source panel which can link online and offline media
exposure to offline sales
MEP
Offline mediaquestionnaire
Online mediaexposure
Purchase data
Cross media campaign reachand incremental reach
Uplift in sales as a result ofcampaign exposure
Return on campaigninvestment
Monitors media
exposure & purchasedata
MEP output
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Google Confidential and Proprietary
Executive summary
Online channels had an impressive total reach of 30.8%
Online provided greater reach than TV when targeting 15-34 year olds
Two thirds of the reach of YouTube was incremental to TV
Online advertising has a significant impact on sales uplift
ROI is higher online, best of all were YouTube promoted videos
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Google Confidential and Proprietary
Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
Impressive reach of Online channels
Gross reach
Total online reach = 30.8% (YouTube + Facebook)
4.1 | 3.9 3.6 | 3.7 10.7 | 11.8
Average frequency:
58%
25%
7%
46%
35%
19%
TV YouTube Facebook
All Online Main Shoppers 15-34
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Google Confidential and Proprietary
Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597
Online provided greater reach than TV whentargeting 15-34 year olds
14.7% 33.2 %31.4 %
69.3% online contacts had no TV contact
Online delivered 33.2% incremental reach
15-34 year olds
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Two thirds of YouTube reach was incremental
9.4% 15.9%48.3 %
15.9% incremental reach of YouTube
62.5% of all YouTube contacts had no TV contact
Total audience
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Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347
Online advertising generated a significantsales uplift
With only 7% of the budget, Digital contributed 20% of the sales uplift
Total audience
7%20%
93%80%
Share of budget Incremental sales
Online TV
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ROI is higher online
Return on Investment for every 1 media spend
Online provided ROI almost 4 times higher than TV
YouTubes promoted videos provided the best return of the entire campaignSource: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.
Total audience
0.60
2.01
3.71
TV Online YouTube PromotedVideos
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Twothirds of all online contacts had no TVcontact
Online delivered 19.3% incremental reach
11.5% 19.3%46.2 %
Source: UK Media Efficiency Panel 2010 TV- 171, Online 103
All audiences
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Definition of Ad Exposure and Purchase
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Television Ad Exposure
The panellist was assigned a probability, based on media consumptionhabits, to be viewing a programme in which the advertising was shown-exposure is assumed.
Online Ad ExposureAn advertisement was downloaded by the panellists browser while theywere online. Exposure is known. In home internet usage only.
Purchase actA panellist has registered a product brought into the home using their homescanner. The purchase is definite, however it is possible that impulsepurchases consumed out of the home have not been registered.
Regression ModelA single source file is created with modeled media data, actual online data,
panel demographics and purchasing. A logistic regression model is usedincorporating promotions, loyalty and media contacts, with sales uplift anddrivers as output.