FINAL Flashcards
WHAT ARE THE DRIVERS TO BUILD PURCHASE OF A BRAND (FMCG)?
MENTAL AVAILABILITY
PHYSICAL AVAILABILITY
BRAND IMAGE
PROMO & PRICE
MENTAL AVAILABILITY - COMMUNICATION
Brand & adversiting awareness
TV copy linkage and recall
Audience
PHYSICAL AVAILABILITY
Distribution
Share of shelf
Product range
Product availability
BRAND IMAGE - COMMUNICATION
Equity, image
Emotional bonding & trust
Perfomance & value perception
PROMO & PRICE
Price
Promo Price
Promo presence(display/feature)
PENETRATION-BRAND DRIVERS WILL DEPEND
on the category
importance difference on mental availability & physical availabiity
WHAT IS MENTAL AVAILABILITY?
BEING TOP OF MIND
WHAT drives mental availability build up? Top of mind?
Depends on the path-to-purchase and the category.
The closest to purchase the brand is in mind, the better!
Quality of content
Ensure consistent and synergistic but different communication by touch point.
QUALITY OF CONTENT
Understand your consumers
message needs to be convincing, relevant and disctintive. Test it
Creative can drive advertising performance more than media, especially in digital
Purchase Barrier
An element of your product offering or the retail environment that prevents a shopper from buying your brand.
De-selection Barriers:
What prevent you from being part of the shopper consideration Set of brands
Selection Barriers
What prevent a from being chosen during the 30sec consideration on shelf
Purchase Barriers for Total Households
NOT AWARE: Low product benefit awareness
Purchase Barriers for Aware of Brand
Not Easily Accessible: WD / Lack of in-store visibility
Purchase Barriers for Aware of Brand: (Trial barriers)
Never Purchased: Habit change/Low PF need Perceived irrelevance Unconvincing Benefit Usage Uncertainty Choice Confusion Poor Value
Not in Evoked Set
Unconvincing Benefit
Usage Uncertainty
Poor Value
Adapt the content/copy to each screen, platform, device.
TV& iVideo: More complex messages, emotions
Banner: simpler messages
Social posts: Simple messages in engaging social context
Search: keywords connect to relevant digital content
Brand Website: content on category or brand
SYNERGY IN COMMUNICATION AND IN TOUCH POINTS:
IF YOU COMMUNICATE AT THE SAME TIME AND CORRECTLY, THEN EFFECT IS BIGGER
Ensure communication synergies
Creatives :
- Stand for something: unique and ownable
- Look like you
- All the time: consistency across touch points and across time.
- Synchronised cross-screen campaigns and media are more effective: 1+1= 3
1+1 = 3!
Boost on peak periods, synergise contents
What is communication effectiveness?
Ability of communication to drive sales
Direct: inminent purchase
indirect: image for future purchases
fundamental metrics - Winning media model
Reach (Quantity)
Efficiency (ROI)
Effectiveness (sales per unit of activity)
WHAT ARE THE ELEMENTS THAT DRIVE COMMUNICATION EFFECTIVENESS?
COMMUNICATION CONTENT:
COMMUNICATION VEHICLE
COMMUNICATION QUALITY CONTENT
- Know the consumer.
- Adapt to the media
- Keep the big idea and visual/identity assets across media
- Right size testing: opy testing, (quanti, neuronal, quali) • Within digital: A/B test, eye tracking and device specific.
What is MEDIA?
Collection of all platforms
Intent is reaching as many buyers to overcome their trial barriers
WHAT ARE CRITICAL KPI IN MEDIA?
- Reach: impressions, GRPS, Rating Reach
- Frequency:
- Cost CPM, CPR, CPL CPC
Universe and target audience
- Universe: the total # of people in a given population
- Target Audience: a portion of the universe, identified to receive commercial brand messages,
Impressions
Absolute number of people exposed (additive and duplicative)
Impressions are Additive& Duplicative
1 ad (shown 3 times) x 3 consumers = 9 impressions
GRP’s (Gross Rating Points)
The addition of all the ratings for a campaign in a medium for a target audience. Typically measured for a campaign, a month, a year.
The sum of all ratings without taking into account duplication
Reach (Coverage)
- % of the target audience exposed to the advertising at least once over a given time period
- Should be expressed within a time frame –Monthly Reach
Reach formula
Net Unduplicated Impressions / Target audience
GRP Formula
Total Gross Impressions / Total target audience
Reach x AVG Frequency
Reach Curve:
- Reach is cumulative and non linear
- As coverage stabilizes, higher GRP becomes higher frequency.
point of diminishing return
-There is a point of diminishing return: cost of each GRP delivers lower incremental coverage
Frequency
The number of times the target is exposed to the advertising message within a time frame
Reach people/total GRP * 10
N+ Reach
Minimum frequency at which a target is exposed to the advertising message e.g. Reach @ 1+ -71%, Reach @3+ -51%
What are important elements for media sufficiency?
- Target Category Buyers or no?: BROAD!
- Deliver High Reach or frequency: REACH!
- Maintain Continuity or seasonality?
HOW TO BALANCE REACH VS FREQUENCY?
Combine TV and iVideo to build maximum reach at the best cost
HOW CAN DIGITAL MEDIA BE MEASURED?
USER PANEL centric
Ad centric - technological centric
USER PANEL centric
- Consumers´computers are monitored
- Individual based.
- Limited base/robustness
- Devices are not easily integrated.
- Device sharing is not deduplicate
Ad centric - technological centric
- Itcaptures ALL activity behind a site/display, through cookies.
- Base is the universe of the activity and not a sample
- Main actionability is monitoring and fine tuning of activity.
- Big cons is no connection with individuals
WHAT IS THE CORRECT KPI?
Generate awareness/expose consumer to the add
Volume related metrics(impressions, coverage-reach)
WHAT IS THE CORRECT KPI?
Generate action: link to web page, leads, purchase
Conversion related metrics(CTR or rate of leads or purchase) Cost per conversion metric(CPR, CPL, CPR, CPA (CTR, CTL, CTA
KEY METRICS RELATED TO TRAFFIC (Google Analytics)
QUALITY
Pages per session
Time per session
Bounce rate
KEY METRICS RELATED TO TRAFFIC (Google Analytics)
QUANTITY
Impressions
Session/visits
Users
Page view
Bounce rate varies a lot! As a rule of thumb
25-40% is excellent
What is VVA
Verification: ad delivered to a human
Viewability
Audience: delivered to intended target
Brand Safety
Click Through rate
number of clicks in an add/ total number of impressions.
Critical KPI in media
reach, frequency and cost
MARKETING MIX MODELLING
Cons:
expensive and time consuming tool.
Not realistic to be regularly used.
Its not real time in most cases
MMM tool
Granularity Of Results
Methodology Accuracy
Faster Modeling
Integrated Tools
MMM tool
INDEPENDENT VARIABLES
BASE: Distribution, Seasonality, Price, Holidays, #SKU, Market trends
TRADE: TPR, Display Feature, Display & Feature, Promo Packs
MEDIA
COMPETITION: Price, Distribution, Trade, Media
MMM tool
DEPENDENT VARIABLES
Weekly Store Level Sales by activity
Nielsen Mix 2.0 Model Form Review
single stage, multiplicative model that measures all effects at the store-PPG-week level, and aggregates to various products and markets for reporting.
BALANCE BETWEEN ROI AND VOLUME CONTRIBUTION: HOW TO OPTIMISE?
- WHAT PART OF THE BRAND TO PROMOTE?
- WITH WHICH PROMO MECHANIC?
- AT WHAT DEPTH OF DISCOUNT?
Balance effectiveness(volume impact) and efficiency(ROI) plus coverage/scalability is critical
KPIs for MKT campaign
- Brand association
- WOM
- MMM
- Consumer Panel
KPIs During developtment phase
Extensive qualitative work with consumers: inhomes, shop alongs, indepth interviews –WHO
Iterative process to assess and improve the conceptual proposal with consumers.
Key Drivers of Success
Be Choiceful: one POD
Big Idea
Be Consistent
Think Big
Types of invalid traffic
General Bots and Web Traffic
Server Farms & Click Farms
Hijacked Device
Television vs. Digital Media Measurement
TV Ad viewership is closely linked to the channel or content
Digital Ad is customized to viewer and not necessarily linked to the content viewed
How is IVT measured?
• Requires: Tagging of ad + Technology + Advanced Analytics • Companies who offer measurement: MOAT (Oracle), Comscore, Meetrics… • What differentiates suppliers is their ability to measure Sophisticated IVT
Drivers of Out of View Impressions
Consumer Actions
Site Makeup
Technology
Additional Viewability “Attention” Metrics
- tagging of ad + Technology
- scroll velocity
Key Audience metric
- % In-demo Delivery: % of total impressions delivered to demo target
- % In-demo Reach: % of target population reached
Brand Safety
Is the ad delivered next to safe content?
What is Programmatic?
Use of automation in buying and selling of media
What is a DMP?
- data management platform (DMP) collects data from a -range of online and offline sources
- segments data into audiences
- and uses those audience segments for a range of different activities.
What is a DSP?
Ademand-side platform (DSP)is a technological platform used by advertisers to help them buy available media (impressions).
Why programmatic?
Lower costs
Faster response
Personalization
Re-targeting
How to measure programmatic?
CPM Reach Viewability Frequency In-demo accuracy IVT Video completion rate
Addressable TV
ability to deliver a specific message to a specific HH within a specific content in TV
Addressable TV
Benefits
•Better targeting •More consumer relevant content •Frequency Control
Addressable TV
Challenges
- Data availability
- Technology
- Privacy/consumer consent
Addressable TV Key Measurement Challenges
- X-Media/X-Platform measurement
- Real time Measurement of Impact of media on sales (multi-touch attribution modelling)
OTHER METHODOLOGIES FOR COMMUNICATION EFFECTIVENESS
Pre-test (tv)
Single communication route testing
Equity tracker
IMT BQ’S
IMT: What will happen if I execute something I have never done in the past and is large enough to shift my total?
IMT are used to test one variable at one level OR a multi-variable plan where we do not want to read the impact of each of the test variable
MMM BQ’s
How do I understand the drivers of brand and their effects on my overall results?
IMT Strenghts
Fast, flexible & cheap.
Good for testing large changes in execution.
IMT Awareness
Good for testing large changes in execution.
Statistically less robust vs. MMM
Not a true single variable controlled test
Projection to national has to be done carefully
Cannot run What-If simulations
Not all stimuli can be tested via IMT
Visibility to competition
PPTC HOUSEHOLD PANEL TEST
Pre post test control Allows to read sales and penetration Identified targeted consumers Can traslate into volumetric impact at National level Can combine exposure to digital and/orTV
INSTORE COMMUNICATION TEST
• Critical to facilitate the closure of purchase. • Visibility is the number 1 driver, primarily
INSTORE/CUSTOMER DISPLAYS/VIDEOS TESTS
Execute a communication and/or promo activity in a given store and/or customer.
Evaluate results by Reading Point of sales data at store level
EQUITY TRACKER/ADVERTISING
- Methodologies to assess the image/equity of a Brand.
- Includes attributes associated to a Brand and compettion
- Frequently key metrics of awareness, advertising awareness, recall of copy, source of awareness are measured.
