MarkHenning
16
The Benefit of a Cross Media Brand Strategy
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Transcript of MarkHenning
The Benefit of a Cross Media Brand Strategy
Digital is a channel NOT a strategy
Not meant to be utilized stand alone Complements traditional marketing communications Provides connections and integration across campaign
Online Marketing Goal /Measurement Hierarchy
Reach
Brand
Behavior
SEARCHVIDEO
(pre-roll)
(viral)
SITEDISPLAY
(large and smaller units)
(opt-in only)
Media StrategyWhat is the brand trying to accomplish?
MAIL DIGITALOUTDOOR
TV RADIOPRINT
Dot size = strength
Online Marketing Goal /Measurement Hierarchy
Reach
Brand
Behavior
SEARCHVIDEO
(pre-roll)
(viral)
SITEDISPLAY
(large and smaller units)
(opt-in only)
Dot size = strength
Digital StrategyWhat is the brand trying to accomplish?
Cross MediaWhat Synergies can we Expect?
Source: Dynamic Logic CrossMedia Research N=32 2004 – 2007Delta = Exposed-Non-Exposed
TV
AidedBrand
Awareness
MessageAssociation
BrandFavourability
PurchaseIntent
7.6 3.92.9
4.6
Incremental Effect of Mediumon Brand Metrics: Overall Studies
Average Percentage Point Increaseover Non-Exposed Baseline
Avera
ge D
elt
a
Case Study
Digital provides incremental benefit
TV
TV+ Digital
AidedBrand
Awareness
MessageAssociation
BrandFavourability
PurchaseIntent
7.6 3.92.9
4.63.7
1.71.6
1.0
Incremental Effect of Mediumon Brand Metrics: Overall Studies
Average Percentage Point Increaseover Non-Exposed Baseline
Avera
ge D
elt
a
Case Study
Source: Dynamic Logic CrossMedia Research N=32 2004 – 2007Delta = Exposed-Non-Exposed
Incremental Effect of Mediumon Brand Metrics: Overall Studies
Average Percentage Point Increaseover Non-Exposed Baseline
TV + Digital + Print
TV
TV + Digital
AidedBrand
Awareness
MessageAssociation
BrandFavourability
PurchaseIntent
7.6 3.92.9
4.63.7
1.71.6
1.0
5.7
5.7
7.3
7.0
Avera
ge D
elt
a
Asia Pacific Norms are more positive
towards digital and have higher
persuasion metric increases
Case Study
Source: Dynamic Logic CrossMedia Research N=32 2004 – 2007Delta = Exposed-Non-Exposed
Integrated Media Plan Works Best!
A Cross Media Case Study
Background:
Test launch of a new car model Launch campaign comprised TV, Press and Digital The key brand goal was to increase purchase consideration
The overall media campaign reached 74% of the target audience
TV Only42%
TV + Press14%
TV + Digital4%
All 34%
Unexposed26%
Total TV – 64%
Total Press – 26%
Total Digital – 12%
Press + Digital 1%
Press only7%
Digital Only 2%
Total uplift in brand consideration was 11%
35 35
11
0
5
10
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20
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35
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45
50
Pre Post
% C
onsi
dera
tion
Uplift
Base
Base: Total target audience sampled
Uplift in consideration driven by all mediaTV contributed the most
35 35
6
41
0
5
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45
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Pre Post
% C
onsi
der
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Digital
Press
TV
Base
Base: Total target audience sampled
Digital and Press over-deliver relative to investment
6.00
7.00
1.80
0.25
4.00
1.00
Uplift In Consideration Cost Of Media (£m)
Digital
Press
TV
Base: Total target audience sampled
Digital was most efficientat delivering consideration uplift
% u
plif
t in
consi
dera
tion p
er
£m
sp
ent
Base: Total target audience sampled
TV%
Press%
Digital%
0.6 1.6 3.9
But, different channels drove different aspects of the brand
TV Press Online Total Uplift
An up and coming brand 4.8 2.3 9.8 16.9
A leading brand 6.2 0.0 2.0 8.2
A brand that I can trust 1.6 6.8 1.0 9.4
Is a friendly brand 1.2 0.3 0.7 2.2
Always first with new ideas 5.4 3.1 9.8 18.2
A Premium brand 8.2 0.2 4.8 13.2
Stands out from the crowd 4.6 6.0 4.1 14.7
Base: Total target audience sampled
Points change in Brand Metric due to each media
13% of the total campaign effectwas due to media synergies
5.40
3.40
0.75
0.60
0.60
0.25
Shift in metric resulting frommedium working in synergywith other media in thecampaign
Shift in metric resulting frommedium on its own withoutsynergy effects
+6%
Base: Total target audience sampled
+4.0% +1.0%
TV Press Online
How important is brand consistency across digital channels?
A: CrucialB: Somewhat important
C: Not important
