1 Greg Stuart President & CEO, Interactive Advertising Bureau What Sticks: What Sticks: Why Advertising Fails & Why Advertising Fails & How to Guarantee Yours Succeeds How to Guarantee Yours Succeeds Insights from Research against $1Billion in Advertising Spending
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1 Greg Stuart President & CEO, Interactive Advertising Bureau What Sticks: Why Advertising Fails & How to Guarantee Yours Succeeds Insights from Research.
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Greg StuartPresident & CEO, Interactive Advertising Bureau
If Marketer had focused impressions on the 6 hours around lunch time, impact would have been significantly better
Simple Timing Can Really Change Impact
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““Most Important Launch In History Of Most Important Launch In History Of Ford”Ford”
- Bill Ford- Bill Ford
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0
2
4
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Consumers NotExposed to
Online
ConsumersExposed to
Online
Media Budget Trucks Sold
Did Online Really Produce Sales?Did Online Really Produce Sales?
Online, therefore, contri-buted to 6% of sales, or
$750,000,000(1
) in truck sales
(1): 500,000 trucks sold a year, 6% equals 30,000 trucks x’s $25,000 per truck, or $750,000
+21% Increase in
Sales
2.5% 2.5% OnlineOnline
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What is Impact of Increased What is Impact of Increased Online?Online?
Online included Roadblocks & In-Market
Plan would then sell +5%, or 25,000 trucks
Results in additional $625,000,000 annual sales
Optimization and Judgment suggested
+6% increase in Online
Optimization and Judgment suggested
+6% increase in Online
@ $25,000 per Truck
@ $25,000 per Truck
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Media: InsightsMedia: Insights
1. Measure, Measure, Measure• Media is an investment
2. Mix MATTERS (It’s everything) Get a handle on diminishing return curves More than 50% of brands are over invested in
TV
3. Online in 75% of studies was most cost effective medium in mix
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The 4The 4thth M M
Maximization
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Maximization is Applying Classic Maximization is Applying Classic Innovation Theory To MarketingInnovation Theory To Marketing
70-20-10
70% of budget to what you know works
20% to innovating off of what you know works
10% to new ideas
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The “Next” F-150 TV AdsThe “Next” F-150 TV Ads
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The “Next” F-150 Magazine AdsThe “Next” F-150 Magazine Ads
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The “Next” F-150 Online AdsThe “Next” F-150 Online Ads
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Roadblock
Trying Something Brand New:Trying Something Brand New:Home Page Takeover Ad Home Page Takeover Ad Run On One Day on Each PortalRun On One Day on Each Portal
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Cost Effectiveness of Each Cost Effectiveness of Each MediumMedium
Cost to Increase Purchase Consideration Cost to Increase Purchase Consideration
Brand Metric:Purchase Consideration (top 2)
Relative Cost Index
Sample Cost
TV 2153 $21.53
Magazine 354 $3.54
Roadblock 196 $1.96
Online 100 $1.00Interpretation: If it cost Online $1 (indexed of 100) to increase purchase consideration, then it cost $1.96 for the roadblock, $3.54 for magazine and $21.54 to TV to achieve the same increase.
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Getting Each M Right Guarantees Getting Each M Right Guarantees Your Advertising “Sticks”Your Advertising “Sticks”
MotivationsMessaging Media Maximization
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How Do we Know Advertising How Do we Know Advertising Succeeds?Succeeds?
Accountability is not measurement, Accountability is doing something about it