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STUDY: TV THE ‘LEAST RISKY’ MARKETING CHANNEL

Linear TV advertising and Broadcaster VOD (BVOD) are the least risky forms of advertising, delivering just 20% of variance compared with the median return.

That’s according to research from TV marketing body Thinkbox, Gain Theory, MediaCom and Wavemaker, released to support a new cross-media optimisation tool based on its findings.

The ‘Demand Generation’ study is an econometric analysis of £1.4 billion of media spend by 50 brands across 10 forms of advertising over three years. It offers wide-ranging advice to marketers on how to maximise short-term advertising return without sacrificing sustained base growth. 

The study has also isolated the principle variables that impact advertising effectiveness, and these have been used to create ‘The Demand Generator’, a new tool that enables marketers to determine the optimal advertising media mix specific to their business and its objectives.

Key findings include:-

  • The variability of returns differs significantly across different forms of advertising
  • Linear TV advertising and Broadcaster VOD (BVOD) are the least risky forms of advertising, delivering just 20% of variance compared with the median return
  • By comparison, Online display, Cinema, Social media and Print advertising all have a variability of +/- 60% compared with the median return  
  • TV generates the highest ‘multiplier effect’ across all other channels
  • TV boosts the performance of other media channels used in a campaign by up to 54% 
  • Print, for example, boosts other channels’ performance by up to 13%
  • The average ‘multiplier effect’ across all channels is around 8%
  • This is the highest of any pure ‘demand generating’ channel, the next best is Print with 10%
  • Generic search, which straddles ‘demand generation’ and ‘demand fulfilment’ and is TV’s natural partner, delivers an average of 29% of media-driven sales within 2 weeks
  • Due to the sustained effect of advertising, during the following 6-18 months, TV goes on to deliver a further 2.4 times more sales than it generated in the first 2 weeks
  • Generic search goes on to deliver 0.8 times more sales than in the first 2 weeks and Print 1.2 times more

The new tool supported by the research – www.thinkbox.tv/demandgenerator – offers practical advice on optimal media mixes based on the key variables that influence advertising effectiveness uncovered in the research. These were identified as a brand’s:-

  • Category
  • Budget
  • Brand size (annual revenue)
  • Appeal (e.g. mass market or niche)
  • % of sales that take place online 
  • Desire to minimise risk

The Demand Generator also forecasts the likely business results of following its guidance, both in terms of incremental revenue/profit per year and revenue/profit return on investment (ROI).

Matt Hill, Research and Planning Director at Thinkbox, said: “Often we do some research, release the findings and that’s that. So it’s wonderful to create something tangible and practical based on such robust insight. We hope The Demand Generator will be a helpful springboard for the many brands that don’t already do econometric analyses of their media performance. They can tailor it to their exact needs to find the best place to start from when deciding their media mix. With marketers increasingly adopting a zero-based budgeting approach, having a tool like this should provide a great evidence-based foundation on which to build their decisions.”

Jane Christian, Managing Partner, Head of Business Science, MediaCom: “Demand Generation provides the industry with the broadest view of media performance to date. It goes under the bonnet of what factors drive the optimal media plan for a brand, with The Demand Generator helping advertisers to tailor the result specifically for their brand.”

Image by Pexels from Pixabay 

All your digital marketing solutions in one place

The Digital Marketing Solutions Summit takes place on May 12th 2020 – you could join 60 of your peers at this exclusive event.

The Digital Marketing Solutions Summit is a bespoke and highly-targeted one-day event created specifically for senior marketing professionals like you.

It is entirely FREE for you to attend. Simply register your place here.

When: 12 May 2020

Where: Hilton London Canary Wharf

Format: Corporate ‘speed-dating’. As our VIP guest, you will be provided with a bespoke and personalised itinerary of pre-arranged, 1-2-1 meetings with suppliers relevant to your requirements. A series of seminars will also be hosted throughout the day, and you can network with professionals who share your challenges.

Lunch and refreshments are included with your complimentary guest pass.

Who Attends: Senior marketing professionals with registered delegates including:-

  • ABTA 
  • Aspace Children’s Furniture
  • Blackbird Plc
  • Bondi Sands
  • Bouygues Energies & Services UK
  • Cyber Smart
  • Dufry
  • Great British Chefs 
  • Stadium
  • University of Sunderland London
  • University of West London
  • Weight Watchers

Would you like to join them? Register today!

Smarter Payments Summit: Will you be there?

Following an ultra successful debut this year, the Smarter Payments Summit will return in 2020.

Registration is now open for you to book your complimentary guest pass.

Book your FREE place here.

The Summit allows senior payment transaction professionals to share forward-thinking ideas, meet new partners and discover new ways to underpin their strategies.

Date: 8th September 2020

Venue: Hilton London Canary Wharf

It’s entirely FREE for you to attend and your complimentary guest pass includes:

• A bespoke itinerary of pre-arranged meetings with product and service providers who match your requirements and upcoming projects
• Access to a series of seminars by industry thought-leaders
• Networking with like-minded peers
• Complimentary lunch and refreshments
Secure your complimentary pass

We have just 60 guest passes available, so register your free place today.

Do you specialise in Online Strategy? We want to hear from you!

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in December we’ll be focussing on Online Strategy.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Online Strategy and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

UK public ‘doesn’t trust social media’ or influencers

Rightly or wrongly, Brits don’t always trust what they see on their favourite social platforms.

That’s according to data from YouGov, which indicates 41% of regular users claim to have seen inaccurate content over the last month, while nearly a fifth of (17%) mainstream social media users go even further and say they’ve seen completely false content.

What’s more, 21% of users say they’ve come across content they consider to be misleading, 20% say they’ve come across misinformed content, and 19% say they’ve seen content that’s been manipulated or distorted.

Typically, the younger a user is, the more likely he or she is to have noticed information that is misleading. Are older people more likely to take social posts at face value?

Moreover, no single group of users is considered completely authentic: only 25% of regular users say that the profiles of their family give a ‘very honest’ portrayal – and friends, colleagues, celebrities and influencers perform even worse.

Almost half of users (48%) believe that the profiles of celebrities are either ‘not at all’ or ‘somewhat dishonest’, with only 22% believing that the reverse is true (‘honest’ or ‘very honest’ portrayals).

In addition, regular users of social networks are sceptical of ‘super-influencer’ Kim Kardashian, with 68% agreeing that her posts don’t represent real life. Yet despite this she continues to be one of social media’s biggest draws, and has the sixth most-followed profile on Instagram. Most users like their celebrities and influencers to be a little more authentic: 64% agree that it’s refreshing when they’re honest with their posts.

Regular visitors to social media platforms set standards for honesty at different heights for different groups of posters. Dishonesty by influencers is seen as much more important (54%) than dishonesty from family members (35%), so we’re clearly more forgiving of people we know and love – or we expect less of them.

WeYouGove also observed those who explicitly seek payment for their products to higher standards. Overall, 28% of users have noticed this kind of influencer/celebrity marketing in the past month but almost half of them (49%) agree that these posts don’t represent the person making the endorsement.

The analysis says it’s worth noting, however, that this distrust is in line with perceptions of TV advertising among the same group – almost half (46%) don’t trust adverts on TV. And regardless of whether users believe the ads, the majority of those who notice them engage with them in some way.

You can download the whitepaper here.

Nielsen seeks to demystify influencer ROI

Nielsen has launched its Influencer Brand Effect, a measurement solution to help brands and advertisers evaluate the effectiveness of influencer marketing. 

The company says brands are set to spend up to $15 billion on influencer marketing by 2022, but says there remains a lack of transparent, independent and comparable metrics for brands and agencies to measure the true ROI of their influencer investment. 

It also says there’s a need for greater understanding of the true impact of influencer activity at a time when social media platforms are testing the removal of traditional engagement metrics such as likes, views and shares. 

The Nielsen Influencer Brand Effect solution is a measurement tool uses metrics such as brand awareness, ad recall, favourability and purchase intent. The solution also provides content metrics to assess the perceived ‘fit’ between a brand and the influencer, the right influencers to drive specific brand goals and whether content is effective at shifting audience perceptions.

Barney Farmer, UK Media Commercial Director, Nielsen, said: “Influencer campaigns can be a very effective way to engage audiences around products and brand messaging. However, measurement of the effectiveness of these campaigns is currently inadequate. The Nielsen Influencer Brand Effect solution looks to solve this challenge by giving brands and agencies a greater understanding of the impact of their influencer campaigns. By analysing KPIs such as familiarity, likeability and branding, research can provide actionable insights for brands to ensure that they are always improving their communications and relationships with their consumers.”

Image by cloudlynx from Pixabay

Boostify partners Third Foundation on customer experience tech

Yorkshire-based Boostify has teamed up with machine learning and Artificial Intelligence (AI) start-up Third Foundation to strengthen its customer experience optimisation (CXO) platform.

Specialising in behavioural targeting and advanced content personalisation, Boostify’s solution enables brands to collect in-depth data insights and segment website visitors, allowing them to deploy customised messaging and offers throughout a user’s entire site journey.

Integrating Google Cloud Partner company Third Foundation’s ‘Prime Radiant’ technology enables machine learning to help highlight trends in consumer behaviour that would otherwise be unidentifiable. Additionally, it can reduce the time businesses spend manually building customer segments and minimise human error and decisions driven by predictions.

Boostify’s CEO and founder, Jonathan Thirkill, said: “Joining forces with Third Foundation takes smart and engineered data insight to the next level.

“Using advanced machine learning and AI technologies, Third Foundation will improve the quality of our platform’s targeting features, thus enabling us to make content more relevant to individual website visitors.

“This will empower brands to have a better understanding of their online users’ behaviours quickly. And, by really getting to the heart of what content makes them tick, organisations can yield more conversions in less time.

“We’ve been looking to expand Boostify’s offering with machine learning and AI – this solution ticks all the boxes.”

Third Foundation’s CEO, Michael Ward, added: “This is a truly exciting partnership which brings together two businesses at the forefront of their respective industries.

“By combining Third Foundation’s specialist data engineering and machine learning features with what is probably the most advanced CXO platform on the market, we are creating an exciting proposition that could revolutionise the industry.

“In this new dawn of relevance demanded by consumers, this partnership will allow digital marketing agencies and brands to deliver a more relevant online experience, for more of their customers, more often.”

Print & Digital Innovations Summit: Extra places available!

Due to popular demand, we have released two additional tickets to this month’s Print & Digital Innovations Summit.

This one-day event takes place on November 14th at the Hilton London Canary Wharf. These new places will go quickly, so register now!

  • Source innovative and budget-saving suppliers
  • Network with like-minded peers
  • Enjoy complimentary lunch and all refreshments

But act swiftly as we are closing registration very shortly!

Digital Marketing Solutions Summit – Everything you need to know

Are you free on May 12th 2020 and would like to join 60 of your peers at the Digital Marketing Solutions Summit?

This is a bespoke and highly-targeted one-day event created specifically for senior marketing professionals like you. It is entirely FREE for you to attend. Simply register your place here.

When: 12 May 2020

Where: Hilton London Canary Wharf

Format: Corporate ‘speed-dating’. As our VIP guest, you will be provided with a bespoke and personalised itinerary of pre-arranged, 1-2-1 meetings with suppliers relevant to your requirements. A series of seminars will also be hosted throughout the day, and you can network with professionals who share your challenges.

Lunch and refreshments are included with your complimentary guest pass.

Who Attends: Senior marketing professionals with registered delegates including:-

  • ABTA 
  • Aspace Children’s Furniture
  • Blackbird Plc
  • Bondi Sands
  • Bouygues Energies & Services UK
  • Cyber Smart
  • Dufry
  • Great British Chefs 
  • Stadium
  • University of Sunderland London
  • University of West London
  • Weight Watchers

Would you like to join them? Register today!

Evolving marketing in the automotive industry

By Jonathan Gilpin, Lookers

With an annual turnover rate of £82 billion and an employer of over 186,000 people in the manufacturing process, along with an additional 700,000 in other aspects, the automotive industry is huge. 

In addition, the stability the automotive industry creates for the UK economy is substantial, considering the industry alone accounts for 12% of UK good exports. 

But marketing investments for businesses in the automotive industry are usually rather costly. Although there are occasions when we are driving past a car showroom and a shiny new Ford Kuga Titanium catches our eye, it is a rarity in 2019.

For those among us that try and suggest they aren’t sucked in by an utterly fantastic marketing campaign — they are telling a fib. 

Product placement is one aspect certain brands choose to focus on. Fans of popular evening soap Coronation Street helped the hashtag #roysrolls trend after the show replaced Roy’s standard coffee with the alternative, big brand Costa Coffee. 

Alternatively, some businesses have become rather symbols of festive periods, such as John Lewis and their annual Christmas TV adverts. In 2018, the campaign paid tribute to British music cult hero, Elton John. 

The popstar is shown to be playing his rather ironically named song Your Song in a modernized, up to date rendition of it in front of a packed-out concert hall. Travelling through time, letting the audience act as witness to the variety of eras in which the song has been played, it finished with a young Elton playing his first piano. 

If you think about it, none of John Lewis’s adverts in recent years have had any relation to the brand itself, however this clever subtle trick does get you thinking of their brand. 

The overriding purpose of a marketing campaign is to make it stick in your mind and most importantly remember who delivered it. For the remainder of the festive period, the British public were driving to work and doing the dishes, humming the tune to Your Song, and when they were, they were thinking about John Lewis. 

The launch of a new product is crucial. Despite the fact an all-singing, all-dancing media campaign will not be enough to mask the incompetency of a below par product, an impressive one accompanying a genuinely capable product will succeed in boosting sales. 

Here with Lookers and their new Ford Kuga Titanium, we take a look at the way car manufacturers invest in the launch of new products, and whether they opt for a subtle or direct approach. 

The true meaning behind Va Va Voom

Despite a slow start back in 2002, Thierry Henry’s career with the Gunners gradually begun to take off. 

Having two premier league trophies and being top goal scorer in two seasons for his club wasn’t bad titles to add to his name. However, breaking the hearts of Manchester United fans wasn’t the only job Henry had on his hands, or shall we say, feet. Thierry had been tasked by French manufacturer Renault to find the true meaning of ‘va va voom’. 

In the past, the Clio has commonly been associated with being a feminine car, however after the striker was seen driving the car in the advert this helped draw attention away from this stereotype and the physical attributes or capabilities of the car itself. Instead, it took a young, rather dashing sporting icon, and delivered a stylish message to the masses — the Clio is for everyone. 

It’s suggested by marketers that after doing something once, the concept loses its initial appeal. In the case of Henry, Renault were clearly so impressed with his performance at the helm, they drafted him back in to chip in with the 2019 Premier League season adverts on Sky Sports. 

A car you could eat: Fabia Sponge 

Rumor has it that after the release of the greatest automotive TV advert of all time, every day Skoda offices have a slice of cake in tribute to it. 

It’s not often you would look at a car and think “that looks tasty”, regardless of how pleasing to the eye it is. 

Eight master bakers teamed together to create a life-size cake in the shape of their Fabia vehicle for their 2007 advert. Madeira cake, Battenberg, Rice Krispies, chocolate fingers, and oil, in the form of golden syrup, were all moulded together to create undeniably one of the most expensive cakes of all time. 

It took the equivalent cost of 62 Skoda Fabia’s to create the cake for the Czech car manufacturer. Tragically, by the time the icing and filming had been complete, most of the edible aspects of the cake had perished. 

Despite the marzipan alternative, this approach did largely center around the actual car itself, in comparison to the Renault. Accompanied by Julie Andrews’ My Favourite Things, the advert watches the chefs at work, creating an utter masterpiece. 

It’s great when things just work 

For their brand-new advert, Honda used the rhetorical statement of ‘Isn’t it nice when things just work?’.

The advert that situates a Wallace and Gromit-style mechanism in a rather lengthy, desolate gallery is deemed one of the most visually intriguing piece of media contents of all time. 

This domino-effect style idea sees a variety of car parts collapse into one another causing them to fall and trigger the next element of the chain, leaving the audience sat in anticipation to see what the final falling aspect is going to be. 

Before the launch of their campaign, Honda’s sales in Europe had been rather unimpressive. The video however was incredibly well received, collecting a host of awards, including one at the Cannes Lions International Advertising Festival. Honda sales, in turn, jumped by 28 per cent, and the monthly number of Honda branch visits rose from 3,500 to 3,700. 

After 4 days of filming, £1m and 606 takes later the Japanese manufacturers had finished their advert. Again, there was little of the video that focused on the vehicle itself however, the advert got engraved in the minds of its viewers. 

From a business perspective, you need to consider how much your marketing campaign is going to cost, how much you’re willing to invest and how beneficial it has the potential to be. 

Sources:

https://www.autotrader.co.uk/content/features/classic-ads-cake-skoda-fabia

Image by Jill Wellington from Pixabay