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Justin GibbonsWork Research
Brand Gap 2.
Bridging The Brand Gap.
The Brand Gap.
A gap exists between what practitioners accept as fully evidenced best practice and what they actually do when
planning their campaigns.
What we know.
“We would agree with Byron Sharp’s
principles – we have found micro
targeting doesn’t work for many clients.”
//Agency
“We’re believers. We’ve met them,
we’ve used their work, it has
informed our strategy.”
//Advertiser
UK advertising market.
54%
22%
5%
2%
6%
3%1%
7%
Online
TV
Out-of-Home
Magazines
Newsbrands
Radio
Cinema
Direct Mail
/ / W A R C A p r i l 2 0 1 9
60%
19%
5%
2%
6%
3%1% 6%
/ / W A R C J u l y 2 0 1 9
£24.6bn
2018 2019
£23.6bn
So what has changed?
The voices are getting louder.
Brand media.
Thinking about a brand building campaign, which of the following media are your ‘go-to’ media channels?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Direct mail Online
Display
Radio Magazines Newsbrands Online
Video
Cinema Social
Media
DOOH VOD OOH TV
2018 2019
Activation media.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cinema OOH DOOH VOD Magazines Radio TV Online
video
Newsbrands Direct mail Social
media
Online
display
Thinking about a sales response campaign, which of the following media are your ‘go-to’ media channels?
2018 2019
Activation media.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cinema OOH DOOH VOD Magazines Radio TV Online
video
Newsbrands Direct mail Social
media
Online
display
Thinking about a sales response campaign, which of the following media are your ‘go-to’ media channels?
2018 2019
Reputation ‘on the up’.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Direct mail Magazines Newsbrands Radio TV OOH Online
display
Cinema Social
media
VOD Online
video
DOOH
Which of the following media types would you describe as having reputations ‘on the up’ right now?
2018 2019
Reputation ‘on the up’.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Direct mail Magazines Newsbrands Radio TV OOH Online
display
Cinema Social
media
VOD Online
video
DOOH
Which of the following media types would you describe as having reputations ‘on the up’ right now?
2018 2019
The live issue.
“This has been the year when it’s
risen to top priority.”
//Agency
“It’s a live and constant conversation.”
//Advertiser
A senior issue.
“There’s a change in the conversation
by senior leadership, they understand
this and are trying to address it.”
//Advertiser
“It helps to have a CEO who’s
an ex-marketer.”
//Advertiser
A real world issue.
“We saw the numbers going down,
as simple as that.”
//Agency
“There are brands that 100% need
support, without brand building
the response simply can’t work.”
//Advertiser
The first signs of change.
0%
10%
20%
30%
40%
50%
60%
2019
Which, if any of the following are true of your campaign planning this year?
We are moving money
from brand building into
sales response
We are moving money
from sales response
into brand building
We are trialling new
channels that can do a bit
of both brand building
and sales response
There were five frogs sitting on a log,
One frog decided to jump off the log,
How many frogs are still sitting on the log?
1// Spot the signals.
“Do a full data audit,
get your hands on as much
as you can, see what the
actual results look like,
look at it in the round not
discipline by discipline.”
//Agency
2// Long-range planning.
“Without a plan, the weekly
sales targets drive everything.”
//Advertiser
“Too quickly business objectives
become sales targets.”
//Advertiser
3// Harness senior support.
“You’ve got to have an argument
that works in the boardroom
and with the commercial teams.”
//Advertiser
4// Measurement.
“The performance guys seem to have
championed all the things that are
nascent right now - accountability,
measurability, sales and revenue.”
//Advertiser
5// Test and learn.
“Easy first steps – this really works.”
//Advertiser
6// Best of both worlds.
0%
10%
20%
30%
40%
50%
60%
2019
Which, if any of the following are true of your campaign planning this year?
We are moving money
from brand building into
sales response
We are moving money
from sales response
into brand building
We are trialling new
channels that can do a bit
of both brand building
and sales response
7// Consideration.
“Consideration is the ‘golden metric’
for the brand gap.”
//Advertiser
Awareness
Consideration
Conversion
Loyalty
Advocacy
8// The creative bridge.
The charter for change.
1. Start by looking for the signs
2. Write a long-range plan
3. Harness senior support
4. A measurement framework
5. A test and learn mindset
6. Best of both worlds channels
7. It’s all about consideration
8. The creative bridge
“If their value continues to slide on the downward trajectory it is on, it is likely these brands will drop out of the global ranking
within the next five years, meaning UK brands will disappear from the global ranking completely.”
Bridging The Brand Gap.
Mike FollettLumen
Welcome to the attention economy
Attention technology
An attention currency for the attention economy
Eye tracking and attention predictions at speed and scale for desktop
and mobile
• Cross media pre-testing and tracking tools
• Programmatic integrations
• Link to sales
The reality of attention
The reality of attention
£30bnunseen advertising investment per year²
82%viewable digital display ads not seen
Based on assumption of global desktop
display market of £38bn in 2018 (eMarketer)
Attention links to memory and action
7%
10%
20%
28%
33%
35%
Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s
Dwell time on advertising
Attention (sec) / prompted recall
Sources: Lumen print omnibus (recall data);
Lumen predictive attention model (online sales data)
Attention links to memory and action
7%
10%
20%
28%
33%
35%
Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s
Dwell time on advertising
Attention (sec) / prompted recall
0.180.15
0.21
0.30
0.39
0.48
0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3
Expected dwell time (s)
Attention (sec) / sales conversions
Sources: Lumen print omnibus (recall data);
Lumen predictive attention model (online sales data)
3 drivers of attention
Context
Targeting
Creative
Example full page study heatmap
The attention funnel
Source: Lumen Research
Based on 225k ad impressions from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
Example full page study heatmap
The attention funnel
1000 impressions served
57% viewable impressions
14.4 seconds av. viewable time
8% viewed impressions
1.3 seconds avview time
1000 impressions
500 viewable impressions
80 viewed impressions
1.3 seconds of attention per ad
x
Source: Lumen Research
Based on 225k ad impressions from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
Example full page study heatmap
The attention funnel
1000 impressions served
57% viewable impressions
14.4 seconds av. viewable time
8% viewed impressions
1.3 seconds avview time
110 Attentive seconds per
000
1000 impressions
570 viewable impressions
80 viewed impressions
1.3 seconds of attention per ad
110 seconds of attention per 1000 ads
x
=
Desktop MPU
Attention between media (with thanks to our friends at )
Sources: TVision (Q3 2019, US) Lumen Press Omnibus (41k exposures, UK), Lumen mobile studies (506
impressions, UK), AM4DOOH (3026 contacts, UK), Lumen passive desktop panel (82k MPU impressions, UK)
5937
1362
838 831
110
TV (30") Press (25x4) OOH (2m DOOH) Mobile (MPU) Desktop (MPU)
Attentive seconds per 000 of example formats
Attention within mediaA
ttentive s
econds p
er
000
Domain rank
Attentive seconds across Top 100 domains ytd 2019
Source: Lumen passive desktop panel (82k MPU impressions, UK)
Combining media boosts attention and recall
Av dwell time when not
viewed OOH ad = 1.5”
VW example
Av dwell time when
viewed OOH ad = 2.8”
Source: DOOH Mobile amplification study (673 viewed mobile impressions)
9%
21%
Did not viewOOH
Viewed OOH
Spontaneous recall
2.0
3.0
Did not viewOOH
Viewed OOH
Av dwell time on social mobile stories ad
+52%
+133%
Targeting boosts attention
660
1171
1365
Not in market oraware of brand
In market, butunaware of brand
In market, andaware of brand
+107%
Source: Lumen/IAB All impressions (4057), of which in Market (1182) and Brand aware (2509)
0% 1%
12%
2%3%
17%
Not in market oraware of brand
In market butunaware of brand
Aware of brand andinvolved in category
Spontaneous Recall
Prompted Recall+ 6X
Dwell time per 000 impressions (s): Ad recall:
Creative boosts attention
100
180
Without Penguin With Penguin
% viewing (index)
Source: Lumen bespoke tests (240 impressions)
Optimising creative for YouTube
Heatmap of % viewed to skippable pre-roll Heatmap of Av dwell time
Source: Lumen Desktop Panel (997 impressions)
Flex all three drivers top get an unfair share of attention
Context
Targeting
Creative
Attention helps explain how brands grow
Attention helps explain how brands grow
Old Model
1. Positioning
2. Differentiation
3. Message
comprehension
4. USP
5. Persuasion
6. Teaching
7. Rational, involved
audience
New Model
1. Salience
2. Distinctiveness
3. Get noticed
4. Relevant associations
5. Refreshing and
building memory
structures
6. Reaching
7. Emotional, distracted
audience
Attention helps explain how brands grow
Old Model
1. Positioning
2. Differentiation
3. Message
comprehension
4. USP
5. Persuasion
6. Teaching
7. Rational, involved
audience
New Model
1. Salience
2. Distinctiveness
3. Get noticed
4. Relevant associations
5. Refreshing and
building memory
structures
6. Reaching
7. Emotional, distracted
audience
Attention insight
1. Attention is rare
2. Attention is finite
3. Attention is valuable
Ségolène BraunFacebook
Facebook and OOH advertising
How to maximize campaigns impact withboth?
JCDecaux, Upfronts 2020, 9th Oct 2019
S É G O L È N E B R A U N
M A R K E T I N G S C I E N C E P A R T N E R
F A C E B O O K F R A N C E
Facebook and OOH advertising are particularly close
in building creative
&
in capturing attention
Mobile is similar to Out of Home
Principles for OOH*
your visual story, build for vertical
format
attentionquickly
for sound off, but delight with sound on
C A P T U R E
D E S I G NF R A M E
Principles for Mobile Optimization
B R A N D L I N KIncorporate
Brand Identity Early
1 5 F T, 5 S E C
S I M P L I F Y
Bold, ContrastShort, Legible
B R A N D I DEnsure you can read the Advertiser Name
Can you read and understand the
message
Use short words for fast comprehension
D E S I G N
*Source: http://clearchanneloutdoor.com/get-creative/
Prioritize on-the-go
Facebook and OOH advertising are particularly effective
in driving
new productawareness
and consideration
with youngeraudiences
Facebook and out-of-home advertising help brands reach younger consumers
Facebook and OOH advertising have a strong impact
in driving purchasedecision
Gen Z and Millennials in Europe rely on Facebook and OOH to help decide which new foods and drinks to buy
Facebook and OOH advertising are bettertogether
by synergy on sales
Source: “What was the impact of the Les 2 Vaches campaign on Sales” by Kantar Worldpanel (Facebook-commissioned study), France, Sep 2018..
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