Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

IPA answer to the madness

in answer to the ad association question of "how do we stop this madness"? ....perhaps here is part of the answer

IPA answer to the madness

  1. 1. Outdoor in the Digital Era Les Binet adam&eveDDB
  2. 2. Our research
  3. 3. Salesupliftoverbase Time Source: Binet & Field 2013 Two ways marketing works Brand building Long term sales growth Sales activation Short term sales uplifts Short term effects dominate ~6 months
  4. 4. Youneed both, in balance 1.1 1.5 1.1 1.0 0.8 0.6 0.4 0.2 0.0 1.2 1.4 1.6 <50% >70% Numberofvery largebusinesseffects 50-70% % of budget allocated to brand building Source: IPA Databank, 2014-16 cases
  5. 5. Targeting Path to PurchaseInformation Use the right media for the right jobs Sales Activation Brand Building Broad Reach FameEmotion
  6. 6. TV Press Outdoor Radio Online 5% Cinema 0% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 60% 70% 80% 90% 100% %increaseinVLbusinesseffects fromaddingmedium 50% Average daily reach Reach is the primary driver of effectiveness Source: IPA cases 1980-2016, IPA Touchpoints 2
  7. 7. Broad reach still trumps tight targeting 2.0% 1.8% 1.6% 1.4% 1.2% 1.0% 0.8% 0.6% 0.4% 0.2% 0.0% Customers Both Annualmkt.sharegrowth Non-customers Targeting Base: 2008-16 IPA casesSource: Binet & Field 2016
  8. 8. Messaging Shopping/ transacting Online video Search 0 20 30 40 50 60 70 Other online 80 90 100 0.00 1.00 2.00 4.00 5.00 6.00 WeeklyReach(%Adults) 3.00 Average Hours Per Day (Across All Adults) Broadcast TV OOH Radio Email Social networking Texting Newsbrands Internet for work Cinema 10 Subscriber VoD The Media Landscape in 2017 Source: IPA Touchpoints
  9. 9. Messaging Radio Email Subscriber VoD Shopping / transacting 20 10 0 30 40 50 60 70 80 90 100 0.00 1.00 2.00 4.00 WeeklyReach(%15-34s) 3.00 Average Hours Per Day (Across All 15-34s) OOH Broadcast TV Social networking Texting Other online Internet for work Cinema Search Online video Newsbrands How millennials consume media 20167 5.00 6.00 Source: IPA Touchpoints
  10. 10. Emotions and Fame remain most efficient 0.2 1.0 1.3 0.0 0.2 1.0 0.8 0.6 0.4 1.2 1.4 1.6 Rational Emotional Fame SOVefficiency Source: IPA Databank, 2004-16 cases
  11. 11. Video is the most emotive format
  12. 12. Earned media: no free lunch 4% 7% 11% 78% 0% 10% 70% 60% 50% 40% 30% 20% 80% 90% Earned only Earned, owned & paid %campaignsgenerating earnedmediaonline Earned & owned Earned & paid Media used Source: IPA Databank, 2014-16 cases
  13. 13. Outdoor doubles the chance of fame 35% 30% 25% 20% 15% 10% 5% 0% Outdoor not used Outdoor used Fameeffect Source: Binet & Field 2013
  14. 14. Historic effect of adding media to the mix 29% 20% 17% 15% 7% 2% 3% 6% 10% 6% 0% 5% 10% 15% 20% 25% 30% 35% TV Outdoor Radio Press Online Cinema Sponsorship PR DM Promos Increaseinavg.no. VLbusinesseffects Effect of adding medium Base: IPA cases 1980-2016
  15. 15. Digital support makes OOH more effective 15% 37% 15% 10% 5% 0% 35% 30% 25% 20% 40% OOH w/o digital OOH with digital Increaseinno.of VLbusinesseffects Effect of adding Sources: IPA Databank, 2014 - 2016
  16. 16. Outdoor effectiveness has doubled 14% 27% 10% 5% 0% 15% 25% 20% 30% 1998-2012 2014-2016 %increaseinavg.no.VLbusinesseffectsfrom adding Source: IPA Databank

×