The Ninefold Path to Marke2ng Transforma2on
Bill Harvey March 3, 2015
2 Confiden'al
• Sophis2cated The Good News
The Bad News • Fear for job • TV Share might shrink
The Solu2on • Prove to client that you caused his/her
sales to go up
More Good News • That proof is now easily available • Can be bundled into buys
• Silos • Herd mentality
• Nimble
The State of the Industry
3 Confiden'al
2007-‐2015 Learnings from Real-‐Data Singlesource
§ ROI on adver,sing can be doubled and tripled § Within months one can change crea,ve that is not selling
§ At same price one can buy media that over-‐delivers the people who are buying in response to current crea,ve
28%
233%
25%
81%
25% 35% 10%
33% 27%
0%
50%
100%
150%
200%
250%
Woodbridge Blackbox KraW 1 KraW 2 Mars 1 Mars 2 Mediavest Low
Mediavest High
Rx X
Sales Li?
4 Confiden'al
Note: Penetration calculated based on buyers / total group (including non-buyers) and is reported at the brand-level
TV Sales LiW Stronger Than Digital
§ Households exposed to both TV and Digital have the highest sales li?, per TRA with the largest crossmedia sample
1.6% 2.6%
10.6%
7.7%
3.5%
12.4%
9.1%
3.8%
0%
2%
4%
6%
8%
10%
12%
14%
Sales UpliW (All Exposed HHs)
Penetra2on Sales UpliW (Buying HHs)
Digital Only (54k HHs)
TV Only (274k HHs)
Both TV & Digital (84k HHs)
• Note the rela,vely low effects of Digital-‐Only
5 Confiden'al
The Failed Way to Buy Media
§ Sex-‐Age CPM § Sprinkle of fusion
§ Sex-‐Age Reach Op,miza,on § Rota,ons § Gut highrated component
§ Sprinkle of integra,on/sponsorship § MMM “low ROI” à Change CMOs and move $ out of TV into digital
6 Confiden'al
The Way that Leaders Now Use
§ Real-‐Data Singlesource Decision making § Know by sales proof:
§ Right Purchaser Target § Right Crea,ve § Right Frequency § Right Media
§ A/B Tes,ng within Digital § Op,miza,on within TV, and within Digital § Increasingly automate
7 Confiden'al
Where It Goes Next
§ ROI Op,miza,on within Crossmedia § A/B Tes,ng within Crossmedia § Fully Automated except for premium/package nego,a,on
§ More Integra,on/Custom Content/Cause
8 Confiden'al
The Ninefold Path Has Definite Sequence
1. Set Size & Mix of Budget based on Op,mal ROI Frequency and Con,nuity – Roll Out Gradually if necessary
2. Iden,fy and Use ROI Li?-‐Maximizing Purchaser Target 3. Iden,fy and Use ROI Li?-‐Maximizing Crea,ve 4. Op,mize Purchaser Target R/F Media 5. Leverage Growth Geos 6. Use Feedback Loop Crea,ve Freshening – Understand
crea,ve in depth for first ,me, by metatagging 7. Use Integra,on/Becoming The Program 8. Use Fast Con,nuous Media/Crea,ve Reop,miza,on 9. Use Full Automa,on except for the Crea,vity
9 Confiden'al
Areas of Opportunity for ALL Detergent Hy-‐Ops Markets
Hy-‐Ops Zones
Hy-‐Ops Zips
10 Confiden'al
Metatagging Penetrates the Mystery of Crea2ve The R Square (frac,on of variance in ra,ngs accounted for, where 1=perfect) was highest for Values DTags in concert with average network ra,ngs – in prac,ce all DTags are used together causing an even higher R Squared
.61191 .53458
Plus network average prime2me ra2ng
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Pgm. Descriptor DTags Feelings & Emos DTags Values DTags
R Square
R Square
.81484
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