1 / 27

TV and In-Store Again Found Additive

Discover how advertising and in-store promotions can work synergistically to maximize sales for brands, debunking the belief that they work against each other. The study uses direct match to purchase and web data to show the positive impact of combined marketing efforts. Gain insights on the future of advertising and promotion strategies.

bchandler
Télécharger la présentation

TV and In-Store Again Found Additive

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. TV and In-Store Again Found Additive Brian Katz SVP/Advertiser & Purchaser InsightsTiVo Research @briank703 Jay Leon VP/Turner Sports Research Turner Broadcasting Bill Harvey CEOBill Harvey Consulting @billharveymedia

  2. Agenda • Longstanding Industry Belief • Methodology • Study 1 • Study 2 (6 brands) • Study 3 • Implications • The Future

  3. Longstanding Industry Belief Reduces Profit • The unvalidated belief that “Advertising and Promotion Work Against Each Other” helped cause flighting of TV between promotions • Advertising flighting shown by Erwin Ephron/John Phillip Jones to be less cost effective than continuity, due to Recency effect • 8 studies find that advertising and promotion can work together synergistically, rather than cancel each other out • ROI studies must encompass advertising and promotion in order to ensure optimal activation

  4. Methodology: direct match to purchase + web,set-top-box data from multiple partners TRA’s Set-Top-Box Data Source3 Million Households Achieving the right composition for nationally representative sample* Charter/ Fourth Wall *all data weighted and projected to the US TV pop

  5. Single-source match with key category purchase data • CPG • Automotive • Healthcare • Spend Behavior • 40 Million Households • 30 chains, including 1.6 Billion de-identified healthcare claims at the person level* 115 Million Households of auto registrations 30 Million Households of purchases *HIPAA-compliant matching and analysis performed by IMS Introducing Ninth Decimal: Location based, out of home ROI

  6. Single-source direct 1:1 match with digitalNo fusion – No inference Onboarding of digital based datasets for targeting, measurement and ROI 450K Households TV and Online Overlap Global leader in digital measurement and analytics 700K+ Households TV and Online Overlap Provides core infrastructure for data driven marketing

  7. What makes us unique? • The largest cross-media single-source sample in the industry - • 45X or 70X the size of the second largest TV Data Purchaser Data CPG + Cross-Media Match: 700,000 Datalogix 450,000 comScore Online Data

  8. Synergy Among TV, Price, and Display Study #1: PERCENT LIFT IN SALES OF DIET SOFT DRINK BRAND COMPARED TO AVERAGE SALES RATE IN ALL HOMES All permutations studied show positive synergy between advertising and promotion Note doubling of sales without price cut, using other forms of in-store promotion for most profitable ROI Source: TRA National Single-source 12/2008-6/2009 Sample size: Total Static Brand Purchasers (7 months): Diet Soft Drink X – 22,714 HH Weeks Multivariate Model Controls for Price, Promotions, Seasonality and Trend

  9. Study#2 Using All Stimuli Together Maximizes Sales 6 Brand Average Sales Lift per Household per Week Effects are enhanced when ALL stimuli are combined

  10. Study#2 Using All Stimuli Together Maximizes Sales 6 Brand Average Sales Lift (Relative Index) Again, all permutations studied show positive synergy between advertising and promotion Effects are enhanced when ALL stimuli are combined Source: TRA National Single-source 10/2010-11/2011 Matched Sample size: ~500,000 households Multivariate Model Controls for Price, Promotions, Seasonality and Trend

  11. Current StudyStudy #3

  12. Objective: To understand the impact of advertising a male-oriented CPG brand during the NCAA tournament on TBS, TNT, TruTV, & CBS BRAND CAMPAIGN FOCUS CAMPAIGN TIMING X 3/16/2014 – 4/5/2014

  13. Business questions for the BRAND X campaign BY: EXPOSED HOUSEHOLDS SALES UPLIFT FOR BRAND X New category; new brand; and existing brand buyers 27.5K Frequency of exposure distribution TEST 48.8K Heavy; Medium; and Light Buyers TV + In-Store campaign CONTROL

  14. Brand X Methodology/Overview

  15. Linking shopping behavior to TV viewing data for a single-source view of the consumer TV Exposure 5 MM Households Shopping Behavior 56 MM Households Demographics

  16. Cross platform with scale Granular measurement can answer specific business questions Which consumers did you reach? Which were most responsive? What changes did we see in consumer purchase behavior? (uplift and ROAS) LIFESTYLES PRICE SENSITIVITY DEMOGRAPHICS NEW TRIAL $ / HHD SOR REPEAT RATE Which media levers were most effective? Which consumer group resonated the strongest? BRAND BUYERS X Y FREQUENCY AD LENGTH HEAVY COMPETITIVE NEW DAY PART

  17. Uplift measurement methodology Exposed HHs Unexposed HHs $ Sales Per HH in Analysis Period (Illustrative Example) BEHAVIOR GEOGRAPHY DEMOGRAPHICS +X% lift in $ Sales per exposed HH, with 99% significance Control group (matched, not exposed) selected to “mirror” the exposed group on pre-campaign period sales, demographics, and geography • Advertising impact is determined by comparing sales of Exposed hhs to the Control hhs (unexposed) via Analysis of Covariance (ANCOVA) Test Group Control Group

  18. Those exposed to NCAA BRAND X campaign on Turner/CBS Properties showed a positive sales uplift for the brand KEY INSIGHTS: CAMPAIGN DROVE SIGNIFICANT $UPLIFT +11% FOR BRAND X The uplift is primarily driven by increase in penetration NEW BUYERS TO CATEGORY SHOW HIGH INCREMENTAL $ UPLIFT Existing heavy, medium or light buyers do not show any measureable impact 4-5 EXPOSURES SHOW POSITIVE UPLIFT Strive to reach households with at least 4-5 exposures to obtain maximum impact IN-STORE PROMOTIONS HELPED DRIVE $ FOR BRAND X Exposure to TV in addition to in-store promotions produces incremental uplift

  19. 36% of HHs are exposed to TV ads; 15% to In-Store promotion TV Reach Exceeds Promotion Reach # HHS Total • Trade Promotions are made up of: • Display – The product is on display in the aisle • Feature – Product is featured in a leaflet promoting the product • TPR – Temporary Price Reduction, a drop in price made by the manufacturer/retailer Total exposures over Campaign Period: 03/16/14-04/5/14 plus 4 weeks post campaign 27,500 Test vs. 48,800 Control households TiVo Research, Turner

  20. TV Additive to Promotion Effect Exposure to TV added an additional 11% uplift to $ over and above the 55% in-store trade $ response. $ Sales Uplift Incremental Uplift of TV above and beyond In-Store Considerable Brand impact from trade promotion Significance: >99% Significance: 91% Campaign + Post Purchase Period: 03/16/14-05/09/14

  21. Campaign was able to drive +11% sales lift driven primarily by increased buying HHs(penetration +7.7%) UPLIFT Source: Adv increased the number hhs buying by 7.7% Based on All Exposed Households Significant (90%) … and the amount a HH purchased increased by 4.5% Based on All Exposed BUYING Households Directional (Penetration: 87%; $/HH: 81%)

  22. Which was driven by New Category Buyers showing the most incremental $s for BRAND X post campaign New category buyers drawn in by the advertising spent more than expected +23% $1.05 +11% $0.95 **Note: Data are only shown where results are statistically significant or directional (>80% significance) (Brand Switchers and Existing Buyer groups excluded due to <80% statistical significance) Campaign + Post Purchase Period: 03/16/14-05/09/14

  23. 60% of exposed HHs were exposed to BRAND X 1-3 times during the campaign # Exposed HHS Campaign + Post Purchase Period: 03/16/14-05/09/14

  24. HHs with 4-5 exposures showed the highest uplift for BRAND X Significant Significant Directional Directional **Note: Data are only shown where results are statistically significant or directional (>80% significance) Campaign + Post Purchase Period: 03/16/14-05/09/14

  25. Implications • Brands should use continuous advertising carefully coordinated with in-store promotion • Experiment with Display+Feature with little or no price reduction • ROI measurement by all-real-data* singlesource should also be continuous to allow results-based optimization • In-Store should always be included in ROI studies (its short-term top-line effects are larger than advertising’s) • Proper inclusion of In-Store means 100% weekly store audits (currently only done by TiVo Research partners) * Fusion used with ROI is dangerous; could lead to reducing sales by actions taken

  26. The Future • Implement frequent buyer rewards programs in place of price discounting • Coordinate feature copy with advertising copy • In-store, display life-size cardboard cutouts of characters from TV series in which brand is using branded integration

  27. Thank You

More Related