Influence and impact across all channels - Keller Fay Group

Influence & impact across all channelsHow digital advertising triggers action online and offline

The Consumer Conversa!on ExpertsKeller Fay Group


The business challenge



What we already know…




1014 12

1114

17

No. of conversations per day

Total GB 16-‐69

+27% +60%

No. of brands mentioned per day

+45% +56%

Source: Keller Fay’s TalkTrack Britain – 12 months to May 2015 The Consumer Conversa!on ExpertsKeller Fay Group



“The tablet multiplier effect”


Looking deeper…

Environment/relationship driving action?

Online/Offline effect?

Impact on brand advocacy?


Hypothesis:

In a world obsessed by final click attribution, we believe that what you read has a major influence on what you go on to do, both online and offline.


MethodologyA 4-week study of the online and offline behaviour of a sample of Times subscribers throughout November

Passive Tracking Meters

Diary App

Content... Advertising... Search...Social... Conversations…Offline activity... Purchases…

Multi-PlatformSubscribers

MON

21

70 The Consumer Conversa!on ExpertsKeller Fay Group


Advertising ExposureTimes readers were exposed to a wide range of advertising across the month with the retail, auto and travel categories especially prominent


Big Data: 1,300,000 rows of data collected

44,000+ interactions

183,427pages consumed

3,000+interactions

1,400WOM impressions for

brand/events/destinations


Category behaviour brought to life

AUTO TRAVEL FINANCE

RETAILENTERTAINMENT

Driving Brand ChoiceHow Brian turned towards BMW

Brian’s exposure to Auto advertising during November


Brian’s Journey

Land Rover

BMW / Jaguar

Jaguar

BMW Winter Tyres and Wheels

New BMW i3, 2 day free trial through brochure

Search for Land Rover

Search for BMW

BMW Ad

BMW Ad

Car camera sounds alarm if driver nods off

Petrol prices on the slide

Huge pothole turns M25 into ‘road to hell’

Road signs ‘discriminate against the elderly’

Court ruling will speed curbs on diesel cars

Driverless cars ‘at risk of cyberattack’

Wife’s traffic rage drove man to build road

Dirty diesel death toll hits 60,000

Mini Countryman 4X4

Smoking ban in cars with children

Outcome: Decides on BMW as brand choice for next purchase & would recommend BMW


Brian’s Journey

BMW Winter Tyres and Wheels

New BMW i3, 2 day free trial through brochure

Search for BMW

BMW Ad

Road signs ‘discriminate against the elderly’

Court ruling will speed curbs on diesel cars

Driverless cars ‘at risk of cyberattack’

Wife’s traffic rage drove man to build road

Dirty diesel death toll hits 60,000

Outcome: Decides on BMW as brand choice for next purchase & would recommend BMW


Online behaviour

ConversationAction

We learned…advertising works across several dimensions

…advertising works strongly for Auto category

Ad exposure

Reinforces Primes

Drives

Advocacy

Stimulates Provokes

65% of auto brand advocates saw ads from their preferred car brand

Exposure to BMW advertising drove 300% uplift in site visitation/search for BMW

16% of those exposed to an Audi ad took some form of offline action for

Audi during the month

Those exposed to a VW ad had 67%higher conversation levels about VW


Ad exposure strongly correlates with Brand Advocacy

See the ad

Recommend the brand

More likely to More likely to

86% 65%95% 75%

Supermarkets Banking Airlines Cars

Represents % of brand advocates who viewed ad for brand

Advocacy

AdvocacyBeneficial regardless of causality


Ad exposure drives higher Conversation levels

+150% +114% +67%

+36% +28% +16%

Note: Uplifts based on % talking about brand, comparing ad exposed versus non ad exposed groups


Ad exposure drives higher Online Behaviour

13%11%

9%

36%

24%

13%

19%

9%7%

% searching or visiting advertiser site.


Ad exposure drives higher Offline Action

72% took action 18% took action

16% took action

21% took action

11% took action

Note: Uplifts based on % taking offline action (purchasing or making brand choice), comparing ad exposed vs. non ad exposed groups

(+7% vs. non exposed) (+163% vs. non exposed) (+80% vs. non exposed)

(+33% vs. non exposed) (+10% vs. non exposed)


The holy grail…advertising that generates Multiple Effects

Over just one month, the proportion of total exposed respondents both having a conversation and visiting/searching online in a variety of categories were:

40% 14% 13% 7%

Banking AutoFilmRetail


Creating an impact in the marketplace

Key Learnings

Benefits of Collaboration

Broader focus, beyond digital

Role of brand advocacy

Importance of Brand presence

Right time, right place

Digital’s full value


Sean Adams, Head of Insight, Commercial, News UK @SeanAdams13@NewsUK_Sales

Steve Thomson, Managing Director,Keller Fay UK @kellerfay

“It’s the best research we’ve done in years”

Paul Hayes, MD, News UK Commercial

Influence and impact across all channels - Keller Fay Group

Marketing

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