2
Multi-screen for Higher ROI
Deeper Integration, Greater Effects
Consistent Criteria for GRP Measurement
MixReachTM Empowers Scientific Planning
All large video advertising providers provide GRP
measurements, including IGRP and Infosys OOH GRP
systems. The GRP measures the reach, frequency and
target audience of advertisements. This is the
foundation of integrated multi-screen planning.
MixReachTM is a product jointly developed by Millward
Brown and Miaozhen Systems which provides
comprehensive reach and expenses of different
advertising portfolio through integrated multi-screen
calculation and achieves multi-screen advertising
planning and optimization
622 Strategy
055 Strategy
With a medium to low budget, the non-TV multi-
screen strategy (50% online videos and 50% in-
building LCDs) can increase 3+ advertising reach
by 80%, or save cost by 17%.
With a higher budget, the 622 strategy (60% TV,
20% online videos and 20% in-building LCDs) is
recommended, which can increase the 3+
advertising reach by 25% or save 38% cost on
average.
The media that can play full-screen advertisements such
as TV and in-building LCDs are large video media,
which feature stronger impact, dissemination and
emotional appeal and often have greater advertising
effects than other types of media.
The combination of multiple screens such as TV, in-
building LCDs and online videos following a certain
proportion can significantly increase advertising ROI or
reduce expenses. This approach is effective for most
fields of advertising and in most cities.
3
Research Background
With the rapid development of digital technologies and the
mushrooming of new video media, the traditional video media are
also undergoing a technological facelift. As video media are
everywhere to be seen from TV, online media and in-building LCDs,
consumers have found themselves surrounded by video screens.
How the many large video media influence the consumers and how
to better communicate with the consumers and build brands
through the video media have become an important concern for
advertisers, media agencies and advertising researchers.
To validate the effects and advantages of large video media,
especially the combination of TV, online videos and in-building
LCD, and help advertisers improve their advertising efficiency with
the combination, Millward Brown has undertaken a series of
studies to collect consumer data and advertiser views to help
advertisers develop their video advertising strategy.
4
Research Execution
This research on integrated multi-screen advertising not only draws on the extensive research data of Millward Brown but also features data specially collected for this project. It consists of the following three parts:
Qualitative fieldwork targeting advertisers/media companies: From November to December 2012, Millward Brown interviewed 15 opinion leaders in China's media scene by telephone to obtain the views of advertisers/media companies on the trend of the integration of large video media.
MixReachTM Simulation: Tools for optimization of large video media combination are used to research four investment ratios of three large video media (TV, online videos and in-building LCDs) in seven fields of advertising to provide theoretical support for advertisers to optimize their large video media advertising portfolio.
Case study: Millward Brown works with P&G to monitor the advertising effects of a brand campaign in three large video media (TV, online videos and in-building LCDs) to examine the effects of integrated video advertising.
The results of the above research are summarized in the present whitepaper (Multi-Screen Video Advertising: An Integrated Approach to Advertising ROI Improvement”). They will give advertisers, agencies and media a clear understanding of the trend of cross-media advertising and the media advertising strategies available under this trend. This report also presents a number of other research-based evidences that help advertisers better utilize cross-media advertising to build their brands.
5
Millward Brown
Millward Brown is one of the world's leading research agencies and
is expert in effective advertising, marketing communications, media
and brand equity research. Through the use of an integrated suite of
validated research solutions — both qualitative and quantitative —
Millward Brown helps clients build strong brands and services.
Millward Brown has more than 86 offices in 56 countries. Additional
practices include Millward Brown's Global Media Practice (media
effectiveness unit), The Neuroscience Practice (using neuroscience
to enhance traditional research techniques), Millward Brown
Optimor (focused on helping clients maximize the returns on their
brand and marketing investments), Dynamic Logic (the world leader
in digital marketing effectiveness) and Firefly Millward Brown (a
global qualitative research business). Millward Brown is part of
Kantar, WPP's insight, information and consultancy group.
For more information, please visit www.millwardbrown.cn
Related research models:
MixReach: a budget allocation tool for multi-screen video
advertising
AdMonitor: a digital media IGRP measurement
Adindex: a digital media effectiveness evaluation model
CrossMedia: a cross-media effectiveness research model
1. Wider Scope, Higher Performance
2. Integrated Media Advertising as an Irresistible Trend
3. Multi-screen Advertising Optimization
4. Integration for Higher ROI
5. Success Stories
6
Contents
Chapter 1
Wider Scope, Higher Performance
Media capable of playing full-screen video advertisements such as TV,
in-building LCDs and online videos are all video media, or quasi-TV
media.
Compared with other forms of advertising, video advertising has
comparative advantages in terms of emotional intelligent
communication, brand recognition enhancement, brand image
building, and purchase stimulation.
In addition to TV, in-building LCDs and online videos can also play a
remarkable role in helping build brands.
A case study on the performance of LCD advertising finds that in-
building LCD advertising with an effective reach can
significantly improve brand awareness and stimulate the
desire to buy.
One online video advertising-based exposure can increase the
awareness and perception of the advertised brand by 7%, far
outperforming one print advertising-based exposure in terms of the
improvement in the various brand key performance indicators.
8
Consumers Surrounded by Videos
Media capable of playing full-screen video advertisements are called large video media,
as represented by TV. With the rapid development of digital technologies, all kinds of
large video media such as TV, online video, and LCDs in buildings and shopping malls
have surrounded the consumers with videos wherever they go at whatever time.
Large video media can also be described as any medium that can play video
advertisements in various formats and resemble TV in terms of the forms and effects of
advertising. Therefore, they can be called TV media in the broad sense.
As typical “large video media”, TV, online videos and in-building LCDs have unique
advantages in terms of dissemination environment, duration of dissemination, and
frequency of exposure.
LCDs in Buildings
Subway Bus
Cinema
9
Not only are large video advertisements better received by the consumers, they also have
comparative advantages in terms of emotionally intelligent communication, brand
awareness enhancement, brand image building and purchase stimulation.
The target audience confirms the advantages of large
video advertising
77
72
69
78
73
68
74
75
73
73
70
76
68
57
74
68
66
75
67
64
69
70
70
71
65
72
64
52
I am often attracted by the advertised content
I like this type of advertising
This type of advertising is often delightful
This type of advertising is informative
This type of advertising is very appealing
I can recall the advertised content after the lapse…
This type of advertising leaves me a deep…
This type of advertising is generally credible
This type of advertising is stylish
This type of advertising is used by strong brands
This type of advertising is authoritative
This type of advertising helps me choose products
The brands advertised this way have a greater…
This type of advertising stimulates my desire to…
Large video advertisements
△3
△4
△3
△3
△6
△4
△5
△5
△3
△2
△5
△4
△4
△5
Note: the large video advertisements in this page include TV advertisements, Internet video advertisements, in-vehicle
LCD advertisements, building LCD advertisements and in-store LCD advertisements; non-large video advertisements
include banner advertisements, search engine advertisements, SMS/MMS advertisements, newspaper advertisements,
magazine advertisements, outdoor signs, and vehicle graphics.
Consumer perception of different
forms of advertising
Data source: Panmedia Institute, PMI Touchpoints Survey 2012
Well liked and
Followed
Emotionally
intelligent
Communication
Brand
image
building
Purchase
stimulation
Brand
awareness
enhancement
10
Advertisers acknowledge the advantages of large
video advertising
80% of advertisers acknowledge that large video advertising is more effective than other
forms of advertising; 93% of advertisers plan to increase spending on large video
advertising; and 100% of advertisers think that large video advertising is an important part
of brand building.
15 persons
14 persons
14 persons
12 persons
9 persons
Advertisers/media companies’ perception of large video
advertising
100%
93%
93%
80%
60%
Note: A total of 15 respondents from advertisers/media
companies participated in this survey.
Large video advertising
View
“The large video advertising, which
features the great combination of video,
audio, plot and actor performance,
delivers a consumer impact that cannot
be achieved by any other form of media
advertising and leaves the audience a
deep impression of the ad plot and
the brands advertised. ”
- An anonymous advertiser
Extensive coverage
Emotionally intelligent
communication
Brand awareness enhancement
Brand image building
Purchase stimulation
24
2
57
7
88
35 33
22
33
7
75
21
98
78
50
35
0
20
40
60
80
100LCD non-viewers LCD viewers
11
In-building LCD advertising can help greatly in brand
building
A spot survey on 18 in-building LCD screens (with data collected through interception of office
workers in the host buildings) finds that, according to a comparison between the office
workers who have not watched the LCD advertisements and those who have watched them,
in-building LCD advertisements have a remarkable role in improving the advertised brands in
all brand key performance indicators, especially in terms of Unaided Awareness of Mother
Brand, Purchase Consideration and Sub-brand Awareness.
Compared with those who have not watched the in-building LCD advertisements, those who
have watched them have a 9% improvement in Top-of-mind Awareness (TOM) of the brands
advertised, 18% improvement in Unaided Brand Awareness (UBA), 10% improvement in
Aided Brand Awareness (ABA), and 17% improvement in Purchase Consideration for the
products advertised.
Top of Mind
-Mother Brand
Top of Mind
-Sub Brand
UBA
-Mother Brand
UBA
-Sub Brand
ABA
-Mother Brand
ABA
-Sub Brand
Purchase
Consideration
-Mother Brand
First Purchase
Consideration
-Mother Brand
△9 △5 △18 △14 △10 △43 △17 △13
Effect of in-building LCD advertisements on brand enhancement
Data source: Millward Brown’s LCD Norms (China), 2010-2012
Note: Data collection is through passers-by interception in office buildings. Delta = LCD Viewers – LCD Non-Viewers
12
One-time online video advertising exposure has a
significantly greater brand impact than a display
advertisement
The China database of Millward Brown AdindexTM finds through cookie tracking and
comparative testing that one online video advertising exposure can increase online
ad awareness and message association by 7%, far outperforming display advertising
in all brand key performance indicators.
On average, one online video exposure (identified by cookies) can increase brand
awareness by 1.8%, ad awareness by 7.0%, message association by 7.0%, brand
favorability by 2.7%, and purchase intent by 2.2%.
It should be noted that the research methodologies of office LCD ads and online video
ads are not exactly the same. Therefore, the two sets of data cannot be compared
directly.
-2
0
2
4
6
8
10
BrandAwareness
Online adAwareness
MessageAssociation
BrandFavorability
PurchaseIntent
!+0.7
!+2.7
!+0.8
!-0.5
!+0.7 !+1.8
!+7.0 !+7.0
!+2.7 !+2.2
Bra
nd
Im
pact
Delt
a (
%)
Display Ad F=1 (N=69) Online video ad F=1 (N=40)
Data source: Millward Brown’s MarketNorms®,Greater China Norm Brand Impact Delta= Exposure- control
Brand impact comparison between pre-roll ads and display ads
Chapter 2
Large video media Integration as an
Irresistible Trend
Although TV remains the most influential media, the steady decrease
of its turned-on rate and the people’s time watching it is a fact beyond
dispute. The segmentation in media is still going on.
Large video advertising is effective and, for Chinese marketers, the
integration of large video media is an inevitable trend, which is driven
by the following factors:
Rising cost and decreasing reach of TV advertising
Large video advertising as a supplement to TV advertising
24-hour coverage
Supplementation in communication roles
-0.14 hour
0.17 hour
0.22 time
2011-2012
Time and frequency of media use (daily average)
14
Media segmentation continues as the use of TV media
goes steadily down
The fundamental reason of “multi-screen encirclement” is the segmentation of the
audience and the time they spend in front of the screens.
With the growing diversity of consumer needs, the consumer group is becoming more
diversified, leading to the segmentation of target audience.
It is apparent that consumers are spending less time both in their private and fixed spaces,
and it is a norm for them to shift between different time and space, so they end up spending
less time on certain type of media. Therefore, both the time and space with the media
become scattered.
TV
Online Videos
Office LCDs
There was a decrease in the use of TV in
2012 over 2011, and an increase in the time
and frequency of the use of new media.
Data source: Panmedia Institute, PMI Touchpoints Survey 2012
i.e. 8
minutes
i.e. 10
minutes
15
Integration of large video media is demand-driven
Large video advertising is effective and, for Chinese marketers, the integration of large video media
is an inevitable trend, which is driven by the following factors:
1. Rising cost and decreasing reach of TV advertising. As far as ROI is concerned, the
multiple increase of advertising cost year on year from traditional TV media has posed a
major challenge to the advertisers, when they are doing the media budget.
2. Expanded scope of reach. TV, office LCDs and online videos each have their own focus
of coverage, with office LCD ads targeting office workers aged between 20-45, online video
ads targeting younger people, and TV ads mainly targeting mid-aged and senior people.
3. 24-hour coverage. In terms of the video media’s time coverage, office LCDs mainly covers
working hours, with the LCDs in shopping malls being the most effective in weekends, and
the case of TV is more complicated, which attract high-quality consumer groups mainly during
the prime hours.
4. Supplementation in communication roles. Different types of video media play different
roles in brand building. TV has an obvious advantage in increasing brand awareness on a
large scale; office LCD gives the advertised brands the image of a medium to high-end brand
image and stimulates consumer purchases of their products; online video ads is more efficient
in interactive information dissemination; and the LCD ads in shopping halls have a more
immediate effect in stimulating the consumers’ purchase intent and translating it into actual
purchasing decisions.
ROI
Time
coverage
Audience
reach
Geographical
coverage
Advertising
effect
Note: all the views above are cited from the respondents from advertisers/media companies participating in the "qualitative
survey of advertisers/media companies" in this research.
16
Advertisers embrace integrated large video advertising
2 persons
3 persons
5 persons
5 persons
1 person
五屏
四屏
三屏
两屏
一屏
Number of screens involved in a typical
advertising campaign
5 Screens
4 Screens
Note: 1. “screens” include TV, in-building LCDs, online videos, in-vehicle LCDs, and LCDs
in shopping malls.
2. One respondent mentioned two typical methods of video media combination.
Only by integrating the advantages of the individual large video media and re-clustering the
segmented audience can multi dimensional and seamless communications and maximization of
ROI be achieved.
At present, nine tenths of advertisers have implemented integrated large video advertising:
Maximization of advertising reach and multi-time exposure based on the video-watching
habits of the target consumers are the primary considerations of advertisers in implementing
integrated large video advertising.
14 respondents (93%) stated that they used integrated large video advertising in their typical
marketing campaigns in 2012, using three screens on average each time.
12 respondents (80%) stated that their integrated video advertising used the combination of
TV, office LCDs and/or online videos, which are also the most commonly used large video
media for integrated advertising.
All respondents (100%) agree that integrated large video advertising achieves excellent
synergy. Looking forward, 100% of respondents stated that they will adopt integrated large
video advertising.
3 screens/campaign on average
View
“A good advertising portfolio combines
TV, office LCDs, Internet and Subway
because they are mutually
supplementary and interactive. The best
policy is to follow the consumers
wherever they go. ”
- An anonymous advertiser
13%
20%
33%
33%
7%
3 Screens
2 Screens
1 Screen
Chapter 3
Multi-screen Advertising Optimization
GRP measurements and MixReachTM are scientific tools for integrated video advertising
planning.
For advertisers to address the dilemma in integrated large video advertising, we suggest that
they choose the GRP measurement system to achieve scientific multi-screen advertising
planning and advertising effect measurement.
For online videos and office LCDs, the IGRP system and the Infosys OOH GRP system
have been established following the principles of TV GRP measurement to achieve
integrated cross-screen measurement and planning of TV, online video and office LCD ads.
On the basis of the unified GRP measurement system, MixReachTM can optimize the
overall cross-screen reach to help advertisers achieve higher ROI.
18
The GRP system supports cross-media measurement
of advertising effect
A cross-screen advertising planning system has at its core a unified multi-screen
measurement system. The GRP system covers all screens with unified standards.
GRP (Gross Rating Point) is a percentage number measuring the effect of an
advertisement. IGRPs quantify impressions as a percentage of the audience reached and
the reach times. This provide the basis for comparison and integration of different screens
in terms of advertising effect.
GRP represents the degree in which an advertisement is positively received by the
audience. For a given TV advertisement, if it is broadcast five times and watched by 50%
of the target audience, then its GRPs are 250 (here one GRP can be understood as one
percentage point)
Target Audience Reach Frequency
Who are they
talking to?
How many
people will they
talk to?
How much
will they talk
about it?
GRP
(TRP) = X In
19
GRP Measurement for Various Videos
• In China, an increasing number of screens are using GRP measurements based on
widely recognized industry standards.
• TV ads mostly use the Infosys TV GRP measurement system
• Office LCD ads use the Infosys OOH GRP measurement system
• Online video ads uses a GRP system provided by AdMonitorTM of Miaozhen
Systems.
TV Online Video Office LCD
20
MixReachTM plans cross-screen advertising
Ideally, measuring all media on the basis of the same panel can deliver cross-screen
advertising planning, but this is not possible in reality. The MixReachTM developed by
Miaozhen Systems and Millward Brown uses an innovative cross-screen advertising
planning system.
This system, which is based on cross-screen media behavior investigation and
existing single-screen media GRP measurement data, comprehensively calculates
the single screen-based and overall GRP data under different media combinations
and arrive at an optimized integrated cross-screen advertising plan. The following is
the detailed calculation process.
– Calculating the media reach on the basis of the advertising budget and Reach
Curve
– Unifying the media’s universe to cover all target groups
– MixReachTM uses the probability-space method to estimate the overall reach of
the media combination. This method achieves the integrated reach calculation
for heavy, medium and light users and also supports the integrated reach
calculation for users operating at different frequencies.
TV Curve
Online Video Curve
LCD Curve
Combined with investigation
data
21
MixReachTM optimizes integrated media advertising
MixReachTM helps advertisers achieve the following goals:
1. Reduced Budget. When the expected reach is fixed, MixReachTM helps advertisers
achieve that reach at the minimum budget through a flexible combination of advertising
media.
2. Improved efficiency. When the total budget is fixed, MixReachTM helps advertisers
achieve the maximum advertising effect at that budget through an optimized advertising
plan.
3. Optimized budget allocation. When the total budget and the sub-budget for TV
advertising are fixed, MixReachTM helps arrive at the optimized advertising plan under the
pre-fixed conditions.
4. Synergized advertising effect. When the effect of a type of media advertising is not
adequate, MixReachTM helps the advertisers introduce other types of media advertising to
get the optimum ROI.
5. Take a two-screen advertising as an example. For a given target audience, media A
and B lead to different mix reaches at different GRP combination, and there are multiple
combinations that lead to the same 60% mix reach, as shown in the table below.
Combination 1: media A 800GRP = media B 200GRP
…
Combination N: media A 350GRP + media B 600 GRP
With this correspondence between GRP and cost, we can identify the optimum
combination.
Mix Reach Media A
GRPs 50 100 150 200 250 300 350 400 450 500 550 600
Media
B
GR
Ps
Rch
% 16 32 40 45 50 54 58 61 64 67 69 71
50 13 27 41 48 52 56 60 63 66 69 71 73 75
100 21 34 46 52 57 60 63 67 69 71 74 75 77
150 27 38 50 56 60 63 66 69 71 73 75 77 78
200 32 42 53 59 62 65 68 71 73 75 77 78 80
250 36 46 56 61 65 68 70 73 75 76 78 80 81
300 40 49 59 64 67 70 72 74 76 78 80 81 82
350 43 52 61 65 68 71 73 76 77 79 81 82 83
400 46 54 63 67 70 73 75 77 78 80 82 83 84
450 49 57 65 69 71 74 76 78 79 81 82 83 84
500 51 58 66 70 72 75 77 79 80 82 83 84 85
550 52 60 67 71 73 75 77 79 81 82 83 84 85
600 53 60 68 71 74 76 78 80 81 82 84 85 86
Chapter 4
Multi-screen integration to
increase ROI
Factors affecting multi-screen integration include basic factors and strategic factors:
Basic factors include price, reach curve and target market
and audience.
Strategic factors include budget level, ways to increase
ROI (increasing efficiency or saving budget) and
advertising objectives (immediate reach or effective
reach).
Discovery of market simulation in 7 industries and 6 cities:
With a big budget, 622 mix can increase 3+ reach by 25%,
while 433 mix can increase 3+ reach by 30%;
With a big budget, 622 mix can save cost by 38%, while
433 mix can save cost by 41%.
With a medium-sized or small budget, a non-TV mix can
increase reach by as much as 80%.
23
Basic and strategic factors affecting multi-screen
integration and optimization
Multi-screen integration and optimization are subject to many factors.
The following basic factors need to be taken into account, and this has something to do with the market environment, media purchase and ability to optimize.
Reach curve:the curve of media investments and reach rate.
Price: media price per GRP.
Target audience:target market and audience.
The following strategic factors also need to be taken into account, and this is closely related to every advertiser:
Budget level:in the context of a very big budget or a relatively medium-sized or
small budget, in order to achieve higher reach rate or frequency, different media
mixes are chosen to achieve better and more efficient results;
Ways to increase ROI:depending on whether cross-media integration is used to
increase efficiency or save budget, different media mixes are chosen to achieve
higher ROI;
Advertising objectives:the most extensive reach or effective reach. Effective reach
often takes 3+ reach as an objective.
Target
(market and
audience)
Reach
curve
Price
Basic factors Strategic factors
Budget level: Big or medium-sized and small
ROI increase direction: Increasing
efficiency or saving budget
Advertising objectives:
Extensive reach or effective
reach
24
Deploy MixReachTM to find the best investment
portfolio
This study will deploy MixReachTM for a simulation to find the best big-screen
media mix.
Studied media:
TV
Pre-roll
Office LCD
Industries:alcoholic beverage, skincare, mobile phone, baby care, home
furnishing, beverage, food
Market:Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu
Basic factors:
Reach curve:pre-roll reach curve provided by Miaozhen Systems’
AdmonitorTM , TV reach curve provided by Infosys and office LCD reach
curve provided by Infosys OOH.
Price:average market price.
Target audience:typical target audience in industries.
Strategic factors:
Budget:the costs of 40% and 20% TV 3+ reach are respectively defined as
relatively big budget and medium-sized or small budget.
Objectives :separate comparisons of efficiency increase and cost saving.
Comparison of advertising results:take 3+ reach (effective reach) as a
major objective.
Given the numerous mixes of the three types of media, to simplify the
comparison, the following mixes are used for a test:
100 TV: 100% investment on TV
811 Mix: with the same amount of investment, 80% on TV, 10% on office
LCD and 10% on pre-roll
622 Mix: with the same amount of investment, 60% on TV, 20% on office
LCD and 20% on pre-roll
433 Mix: with the same amount of investment, 40% on TV, 30% on office
LCD and 30% on pre-roll
055 Mix: with the same amount of investment, 50% on office LCD and 50%
on pre-roll
25
With a budget for 40% TV 3+ reach, it is discovered by comprehensive estimation in 7 industries and 6
cities that: in the case of a 622 mix (60% TV, 20% pre-roll and 20% office LCD) advertising, 3+ reach
increases from 40% to 50% (with a ROI increase of 25%), while 1+ reach increases from 62% to 77%
(with a ROI increase of 24%).
With a big budget, 622 mix can increase efficiency by 25%
62%73% 77% 78%
40% 44% 50% 52%
100 TV 811 Mix 622 Mix 433 Mix
Average reach of media mix in 7 industries and 6 cities
1+ Reach 3+Reach
Data:estimated by MixReachTM. Actual results are subject to target audience, actual reach curve and prices. 7 industries include:alcoholic beverage, skincare, mobile phone, baby care, home furnishing, beverage, food 6 cities include:Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu
Calculated by
622 Mix
622 mix works in most of the industries.
26
With a big budget, 622 mix can save cost by 38%
With 40% 3+ reach as an objective, it is discovered by comprehensive estimation in 7 industries and 6
cities that 622 mix (60% TV, 20% pre-roll and 20% office LCD) advertising can save cost by 38%.
-25%
-38% -41%
-100%
-80%
-60%
-40%
-20%
0%
100TV 811 mix 622 mix 433 mix
Co
st-s
avin
g p
erc
en
tag
e
Cost saved through media mix in 7 industries and 6 cities, with 3+ reach as a standard
Calculated by
Saving costs 811Mix 622Mix 433Mix
Alcoholic beverage -35% -49% -50%
Skincare -24% -40% -35%
Baby care -21% -28% -28%
Home furnishing -21% -46% -43%
Food -21% -45% -62%
Mobile phone -32% -38% -43%
Beverage -19% -19% -29%
Data:estimated by MixReachTM. Actual results are subject to target audience, actual reach curve and prices. 7 industries include:alcoholic beverage, skincare, mobile phone, baby care, home furnishing, beverage, food 6 cities include:Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu
45%51% 54% 55%
20% 21% 22% 22%
100 TV 811 Mix 622 Mix 433 Mix
Average reach of media mix in 7 industries
and 6 cities1+ Reach 3+Reach
27
With a medium-sized or small budget, non-TV multi-
media mix achieves better results
With a budget for 20% TV 3+ reach, a 622 mix (60% TV, 20% pre-roll and 20% office LCD)
advertising can increase 1+ reach by 54% and 3+ reach by 22% on average in 7 industries and 6
cities. ROI can be increased by at least 22% .
Non-TV multi-media mix (50% pre-roll and 50% office LCD) advertising can increase 3+ reach by
80% and achieve a better result.
Calculated by
45%
70%
20%37%
100 TV 055 Mix
Average reach of media mix in 7 industries and 6 cities with the same
amount of cost1+ Reach 3+Reach
non-TV mix 50% pre-roll 50% office LCD
Data:estimated by MixReachTM. Actual results are subject to target audience, actual reach curve and prices. 7 industries include:alcoholic beverage, skincare, mobile phone, baby care, home furnishing, beverage, food 6 cities include:Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu
Chapter 5
Integrated big-screen advertising
cases
In the case of P&G Olay body wash, a large amount of TV advertising
was used, along with brief office LCD advertising in Guangzhou and
pre-roll advertising in Shanghai.
•Study shows in this case, big-screen media mix has delivered
good advertising results:
– The event achieved an overall recognition of 78% in Guangzhou and
73% in Shanghai.
– The event has effectively improved brand index of Olay:it has
increased TOM&UBA of the Olay mother brand and its purchase
consideration and the ABA of the sub brand.
• In this case, various video media have played a visible but different
and mutually complementing communication role:
– TV has been the major source of recognition of this event, and a major
player in improving popularity and purchase of the mother brand;
– Office LCD has played a big role in complementing event coverage,
reach frequency and improving most of the brand index, including ABA,
PI, rational information delivery and emotional predisposition;
– Pre-roll has played a considerable role in increasing reach frequency of
the event and improving some of the brand index, including mother brand
UBA and sub brand PI.
29
Case background and study objectives
The Olay body wash was upgraded to Olay Beauty (Cobra) in November
2012 with brand new packaging and chose to advertise the brand
represented by the Olay Beauty Moisture series through TV advertising,
brief office LCD advertising in Guangzhou, pre-roll advertising in
Shanghai and virus advertising, with a view to achieving the objectives of
building recognition of the upgraded brand, promoting the effects of the
products and encouraging purchase in a more effective way through big-
screen media mix.
By working with P&G, Millward Brown adopted an approach of pre- and post-
campaign comparison (executed in an interval of 2 months in accordance
with the advertising cycle) to assess the results of the overall campaign of
the Olay Beauty Moisture series and the three types of video media (TV,
pre-roll, office LCD) used.
30
Big-screen media mix advertising can effectively expand
advertisement reach and increase exposure frequency
In the process of office LCD advertising, it can complement 5% of recognition to reach
rate, which means office LCD plays a major complementary role to TV in terms of
advertisement coverage.
•TV and office LCD have an overlapping coverage of 40%(1st & 2nd Post), and to a
large extent office LCD effectively and quickly increases the campaign exposure
frequency, which means office LCD is good at complementing TV exposure
frequency in a short time span.
1st Post (BASE: 500) Unexposed 26%
TV 68% Virus 6% Office LCD 46%
TV + LCD 40%
All channels 5%
Only LCD 5%
Only TV 26%
TV + Virus 6%
Media 3 weeks after campaign launch
2nd Post (BASE: 500) Unexposed 22%
All channels 4%
Only LCD 3%
Only TV 33%
TV + LCD 40%
TV + Virus 5%
TV 75% Virus 5% Office LCD 43%
Media recognition 2 months after campaign launch
31
Big-screen media mix advertising can effectively expand
advertisement reach and increase exposure frequency
TV and pre-roll have an overlapping coverage of 18% during the 1st Post and 22 % during
the 2nd Post. This indicates that pre-roll can add to TV exposure frequency to some
extent.
1st Post (BASE: 100)
TV 63% Pre-Roll 19% Virus 3%
All channels
3%
TV + Pre-Roll 18%
Only Pre-Roll
1% Only TV
45%
Unexposed 35%
Media 3 weeks after campaign launch
All channels 0.8%
TV + Virus 1%
Only Pre-Roll 1% TV + Pre-Roll
22% Only TV 49%
2nd Post (BASE: 400)
TV 71% Pre-Roll 23% Virus 1%
Unexposed 27%
Media recognition 2 months after campaign launch
Brand
Awareness
Mother
Brand
UBA
Sub Brand
ABA
Rational Information Delivery
Emotional Predisposition
Purchase Intent
Mother
Brand(purc
hase
considerati
on)
Sub Brand
(PI, Top1)
32
Big-screen media mix advertising is better at brand
building
The performance of big-screen media mix advertising in improving most of the
brand indices is significantly better than TV advertising alone.
TV and office LCD mix does significantly better in improving sub brand ABA and PI,
rational information delivery and emotional predisposition than TV advertising alone.
TV and pre-roll mix does better in improving mother brand UBA and sub brand PI than
TV advertising alone.
The three types of media play different communication roles and complement
each other in results: TV delivers visible results in mother brand enhancement; office
LCD delivers considerable results in sub brand building, rational information delivery
and emotional predisposition; while pre-roll does well in improving mother brand
awareness and sub brand PI.
Note: 1. Rational information delivery and emotional predisposition data is
calculated through an average of their respective brand KPIs data. 2. 2. The above data is based on 2nd post-campaign test. signifies the visible difference between the data of Only TV Viewer & TV+Pre-Roll Viewer or Only TV Viewer & TV+LCD Viewer with a 90% credibility.
Guangzhou Shanghai
33
Big-screen media mix advertising delivers significant
results in brand enhancement
In Guangzhou, in the course of TV and office LCD mix advertising (1st Post,three weeks
of office LCD campaign), TOM&UBA and first purchase consideration of Olay mother brand
and ABA of sub brand Olay Beauty Moisture have improved significantly over the pre-
campaign period.
In Shanghai, in the course of TV and pre-roll mix advertising (2nd Post, two months of pre-
roll campaign), TOM&UBA and purchase consideration of Olay mother brand have improved
to some extent over the pre-campaign period.
Top of Mind
- Mother Brand
UBA
- Mother Brand
ABA
- Mother Brand
ABA
- Sub Brand
Purchase
Consideration
-Mother Brand
First Purchase
Consideration
-Mother Brand
* signifies the visible difference between pre, 1st post and 2nd post data
with a 90% credibility.
Shan
ghai
(TV+ P
re-ro
ll) 1st Post (BASE:100)
Pre (BASE:260)
2nd Post (BASE:400)
1st Post vs. Pre
Gu
angzh
ou
(TV+
LCD
)
2nd Post vs. Pre
1st Post (BASE:500)
Pre (BASE:240)
2nd Post (BASE:500) LCD stoppage for 5 weeks