[PDF] PLANNING FOR SYNERGY

3003_1Institute_and_CNCB_Synergy_White_Paper.pdf

Harnessing the Power of Multi-Platform Media

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Contents

+age - +age - +age m +age m +age d +age d +age C +age C +age I +age I +age c +age A +age uM +age uM +age uM

Sntroduction wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

3pproach wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

3 decade of change wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

qhe power of television wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

+lanting the seeds to create multioplatform media synergy wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

jynergy effect up

4uild cumulative reach more effectively wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

uh reach is key wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

4eyond uh reach wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

jynergy effect lp

4roaden the timing and context of consumer touchopoints wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

jynergy effect -p

+rovide enhanced repetition grather than just adding frequency wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

jynergy effect mp

4uild a neuroorich campaign environment wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

3ligning media mix with objectives wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

jummary wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

5ontacts wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

Bey sources wwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwww

- jynergy uhu.-

3ntergy

uhu.uwd

Introduction

qhe media world is complex and fragmentedP making returns from your media budget harder to maximisew Vedia

synergy creates value over and above that delivered by each individual media platformw qhis exciting possibility is

only starting to be fully understoodw qhe 7hrenbergo4ass Snstitute and 5/45 joined forces to help media agencies

and advertisers understand what types of synergistic effects can occur and explain how marketers can create the

conditions conducive to achieving media synergyw

Sn a multioplatform media plan there are three possible outcomesw qhese are antergyP summative and synergyw qhe

conditions for synergy require smart goal setting and planningw qoo much duplication in the media mix risks antergyP

which is where the overall output is lower than the effort expendedw qhis is a waste of media dollarsw Sf the output

is summativeP then you are not really optimising the use of multiomedia over a single medium gsee 8igure u w

Ue realise that many media agencies and advertisers are already implementing multioplatform campaignsP so we

suggest you complete the following short quizw Sf you answer nofunsure to any of these questionsP you are probably

missing opportunities to maximise the return from your media expenditurew

8igure up qhree possible outcomes when creating a multioplatform campaign

jummative uhu.l yelp build cumulative reach more effectively than spending more in any of the individual media1

Oes /o )nsure

4roaden the timing and context of your consumer touchopoints1

+rovide opportunities for enhanced repetition rather than just adding frequency1 Sncrease the /euroorichness of your campaign by providing diverse options for consumerÕs processing1 ul-mt-dCItdccApAlTdvt.-cA0.tATt1l02t.0vpA34vdp5l2.tCd.4dA6T78t

Approach

qhe 7hrenbergo4ass SnstituteÕs marketing research insights merge the rigor of academia with the practicality of

the business worldw 5/45 is the worldÕs leading business and financial news network offering onoairP online and

mobile solutions to reach its affluent and influential audiencew

qhis whitepaper draws on the strengths of both organisationsw Ue draw on knowledge about the new media

worldP how advertising works and neurosciencefhuman memory to explain how synergy can occurw

Oes /o )nsure

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m qhe media sector arou nd the world has profoundly changedw

6igital technology continues to create an explosion of media alo

ternatives across the web and mobilew /ew ways for consumers to interact are offered via social media and tabletsw qraditional media such as q%P radio and outdoor are now offering new and exciting opportunities to engage consumersw qhese changes ofo fer exciting possibilities for advertisersw yoweverP more options make decisionomaking more complexP and increase the risk of wasting media dollarsw Vultioplatform campaigns are now commonw 8or exampleP the eno trants in the lMuM S+3 7ffectiveness 3wards averaged seven meo dia channelsw qhis is more than double the average of three for entrants in the uAAMs g9rimshawP lMuu w yowever 4inet and 8ield in their lMMI book Varketing in the 7ra of 3ccountability found that campaigns that used five channels were less effective than a single channel g4inet and 8ieldP lMMI w qhree or four channels were optimumw

qherefore while more media options are availableP spreading your budget over more media is not necessarily leado

ing to greater effectivenessw jmart planning mattersw 8igure l presents a case study of a spirits brandP which emo

ployed um different campaign activities covering eight different mediaw

qhe post campaign evaluation revealed that of the cde reach achievedP more than half was via one q% adw 8uro

thermoreP only m activities were needed to achieve ICe reachP with the remaining uM activities contributing only a

further hAe reach pointsw qo make the most of the media budgetP we need to ensure that these additional media are

achieving benefits other than reach to justify the additional production and implementation costsw

qhe adoption of new technologies has expanded at a faster rate than our knowledge about how to leverage themw

qo enable advertisers to make the most of multioplatform campaignsP we need to take stock of what we do know

starting with the traditional cornerstone of the media industry o televisionw Ha ra na esa rsa ia eia gia ia ria tia nia hia sia Hia

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6espite the explosion of new mediaP studies continue to endorse q%Õs importance for advertisers g(ubinsonP lMMAT

jharpP 4eal s 5ollinsP lMMA P and campaigns that include q% in their multioplatform media mix outperform those

that omit q%w qelevisionP where possibleP should be the foundation media for any multioplatform campaignw yowevo

erP using q% alone has limitsw 8igure - shows how reaching the fisrt dMe of a target audience is effective in terms

of the number of 9(+s g9ross (ating +oints you need to buyP while reaching the remaining dMe needs many

more 9(+s gn for each additional reach pointw qhis often makes campaigns using q% alone an expensive option

to build further reachw

The power of television

A decade of change...

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8igure -p uh (each versus 9(+s and cost

8igure lp Vultioplatform campaing reach

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d Planting the seeds to create multi-platform media synergy

qo create the conditions that are conducive to synergyP advertisers need to select a media mix where the combio

nation of media gsee 8igure m p uw 4uilds cumulative reach more effectively lw 4roadens the timing and context of consumer touchopoints -w +rovides enhanced repetition rather than just adding frequency mw 7nables a /euroorich campaign to be developed

Synergy effect 1:

Build cumulative reach more effectively

Cumulative reach = Improved potential impact

4roader qiming

or 5ontext improved receptivity .

7nhanced

(epetition extra value from frequency . /euroo(ich

Vixture

wider scope for brain processing .

3dvertising can only impact those people it reachesw joP what happens to those it doesnÕt reach1 /onoexposure

means that the equity of the brand could decayw St also opens the door for competitors to erode the brandÕs eqo

uityw 8or exampleP in 8igure dP if the campaign reaches dMe of the target marketP then only dMe can be influenced

by the advertisingw uMe of this reach gthe overlap doesnÕt grow equityP but serves to neutralize competitive activo

ityw xf the dMe not reachedP -de are reached by a competitive campaignP and so are likely to grow in competitor

brand equityw qhe final udeP who are not reached by either campaignP in the absence of any reinforcementP could

suffer from brand equity decayw

qherefore cumulative reachP where you reach as many people as possible at least onceP is an important campaign

considerationw Uhile engagement is a big buzzword right nowP we need to remember that consumers need to be

reached before they can become engagedH (eached by the brandÕs campaign mMe (eached by competitor campaign -de

4oth uMe

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4uild the brandÕs equity

/eutralise competitors

9row competitors brand

6ecay in brand equity

8igure mp 5onditions conducive to media synergy

8igure dp 5ampaing reach and brand equity

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TVTV / outdoorTV / online / outdoorTV / online / outdoor / print

Index: TV = 100

3n effective multioplatform media mix needs to reach more

people without wasting advertising dollars by hitting the same consumers multiple times with the same stimuli within a short windoww qhe lower the overlap in audiencesP the greater the synergyw

Beyond 1+ reach

qhe aim of multioplatform media planning is to pull fragmented audiences together to achieve a reach reflective

of the brandÕs audiencew Uhen this has been achievedP then there is the potential for other multioplatform media

synergies to emergew 8igure I illustrates the different between a more and less effective multioplatform campaign

for achieving reachw arHV/ (esponse to 3dvertingsing /umber of 7xposures to 3dvertising

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1+ reach is key

7vidence to date shows that advertisingÕs greatest sales

effect occurs when an individual moves from zero to one exposure gUind and jharpP lMMA w jubsequent closeoby exposures can have a positive effectP but the impact is much lowerw 8igure C shows the typical advertising response curvew

8igure Cp jales response to advertising exposure

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Vore effective multioplatform mix for achieving

reachp 5overs most of the brand audience with minimal overlap between media jourcep 7hrenbergo4ass SnstituteP lMuu =ess effective multioplatform mix for achieving reachp =arge gaps in the brand audience and a great deal of averlap across media

8igure Ip Vultioplatform campaign effectiveness for achieving reachw

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5/45Õs recent 7xecutive %ision jeries sponsored by 5redit juisse is a good example of an effective multioplato

form campaign in actionw qhe campaign extended 5/45Õs q% sponsored content across 5/45wcomP outdoorP print

and mobilew (esearch results demonstrate a gradual build in adfsponsorship awareness across multiple platforms

and a combination of xm media doubles ad awareness vsw q% alone gsee 8igure c w

8igure cp 4uild in ad awareness across multiple platforms

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Synergy effect 2:

Broaden the timing and context of consumer touch-points

qiming can be everything and advertising has a higher impact the closer the exposure is to purchasew 7vidence

from observationP diary and survey methods points to different media types peaking at different times of the dayw

/ewspaper exposure is higher in the morningP radio and mobile dominate the commute to workP social media

peaks in the afternoon and early eveningP while consumer q% and tablet use peaks in the eveningw Vedia users

tend to gravitate to the best available screen Ð mobile video is great on the move Ð enhanced by the i+ad and

other tablet devices o but will be replaced by the big screen q% at home or the computer screen in the officew 4y

placing your advertising in a multioplatform mix you can insert the advertising into peopleÕs livesP enhancing

receptivity around varied purchase consideration pointsw

8or exampleP viewers of 5/45Õs 7xecutive %ision jeries who saw the programme on q% at home also viewed at

work online glIe P on their mobiles guIe and during inoflight entertainment gude w Sn addition to delivering

incremental reachP the varied multiple platform experience reinforced the sponsorÕs message and enhanced

brand equityw

Synergy effect 3:

Provide enhanced repetition (rather than just adding frequency)

Sn pursuing the goal of cumulative reachP some frequency is inevitableP but rather than be at the mercy of the ado

vertising response curve g8igure C P a multioplatform mix will enhance the impact of repetition rather than

achieving the lower impact of ordinary frequencyw 5loseoby repetition of similar stimuli in the same media is

largely excess frequencyw qhe two ways to help turn frequency into enhanced repetition are to vary the context

and to space out the exposuresw uw %ary the context

7xposure to advertising messages across multiple media can stimulate forward encodingw qhis is when an ad in

the first medium improves the performance of the ad in the second medium gas in %oorveld et alwP lMuM w Vultio

media campaigns heighten forward encoding in two waysp

aw qhe subsequent exposures in different media platforms gain more attention from the viewer as the brain is

tricked into thinking the stimuli is more novel than familiarw

bw qhe varied contextsP like an advertisement around a branded content programP is seen as two separateP rather

than repetitiveP exposures and processed as suchw

qhese both improve consumerÕs memory of the activityP and as a resultP a campaignÕs performancew 3n example of

this is recent research that found q% advertisingP via forward encoding enhanced the effectiveness of subsequent

online exposuresw =evels of longotermomemory encoding were found to be -Me to mMe higher when participants

were exposed to online activity gpreorollsP web browsing and banners after they had been exposed to the correo

sponding q% campaign g4rennanP lMuu w

Ue are continuing to learn more about the audiences for different media and how they ÔmeshÕ together to drive

incremental reachw

xn 8acebookP 5ocao5ola has received more than -d million alikesa and Uendy 5larkP 5okeis senior vice president

of integrated marketing shared with 3dvertising 3ge that a8ans are twice as likely to consume and uM times more

likely to purchase than nonofansa g:effersonP lMuu w qhis tells us that 5okeÕs 8acebook activities are largely reacho

ing heavy brand usersP which most likely are reached through other mediaw

qhis suggests that adding 8acebook to the multioplatform mix might not be an effective strategy to build cumulao

tive reachP but might help with one of the other synergy effectsP once reach has been achievedw qhis also raises an

important considerationT if a major global brand like 5oke attracts mainly heavy usersP what does this mean

for smaller more niche brands1

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A company I can

trust

Understands

change

Understands the

challenges facing the modern world

Is a company

that believes in sustainable growth

Understands the

local market Is an international company with global experience SpotsSpots + Branded ContentTV Spots + Branded Content + Online lw jpace out your exposures

7xtensive research in psychology reveals the Ôspacing effectÕ gjawyerP /oel s :aniszewskiP lMMA w =onger intervals

between exposures result in better learning and up to lMe improvement in memoryP than shorter intervalsw

3llowing time in between exposures means the stimuli is processed more deeplyw qhis is why heavy bursts are not

always an efficient way to gain reachw jince each extra reach point is at the cost of grouped frequencyw Vultio

platform campaigns give advertisers more opportunities to spread out advertising and take advantage of this

spacing effectw

Synergy effect 4:

Build a neuro-rich campaign environment

Vaximising reach through better placement and timing of advertising can be termed the science of media synero

gyw qhe art of the media mix is drawing on the strengths of each medium and choosing media that mesh together

and provide a wide scope for stimulating consumer sensesw qhe manner and rate at which audiences process

stimuli from various forms of media is a useful distinctionP such as whether it is external or selfopaced mediaw jelfo

paced media like print and online allow the audience to process the content at their own speed while the pace of

external media such as q% and radio is dictated by the mediumw

xne multioplatform media strategy is to use external push media to generate interest to drive audiences to seek

more detail in pull media Ð particularly onlinew qhe combination of emotionally rich broadcast media and a direct

response channelsP such as onlineP has also been found to be particularly powerful g4inet s 8ieldP lMMA w 8igure uM

demonstrates how q% can drive online action among those who viewed content of interest on international televisionw

8igure uM 3ction taken as a result of seeing content on Snternational q%

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5/45Õs Ô9ood 7ntrepreneurÕ global

campaign sponsored by 3llianz is a good example of how varying the context of a campaign can create forward encodingw (esearch results showed how viewers exposed to a combination of spotsP branded content and online grather than just spots P had an enhanced percepo tion of 3llianz Ð particularly for statements that related to the content and messaging of the camo paign gsee 8igure A w

8igure Ap 4rand Smage of 3llianz among campaign exposure groups

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A yow neuroorich is your campaign1

6oes it

evoke an emotional reaction1

3re there

faces andfor animals1

Ss the key

information spoken or sung1

6oes it

involve words such as taglines1 6oes it have strong use of colour1

6oes it

involve images that attract attention1

6oes it

include music or jingles1

5an it

involve a distinct scent1

6ifferent media types provide opportunities to expand the possible ways consumers can process the campaign

exposurew qhe key is to choose media that combine together to reach the target audience in varied waysw qhe

aim is to have a broad paletteP so the campaign can be ÔneuroorichÕP heightening the longoterm processing of the

campaign in memoryw 8igure uu highlights some questions you can ask when evaluating the neuroorichness of a

communications campaignw

8igure uup kuestions to ask when evaluating a campaign to increase neuroorichness

Aligning media mix with objectives

3s a final step in understanding multioplatform campaignsP we examined the objectives and media used by l-d

7ffies award winners in the )j and )B from lMMd to lMMAw xn averageP campaigns drew on seven different

mediaP however q%P magazines and online advertising dominated media choice addressing objectivesP particularly brand growthw jo award winners draw on traditional as well as new mediaw

Sn additionP we discovered that certain media were more popular when marketers wanted to achieve specific

goals and some useful patterns in multioplatform campaign structurew