• The Chocolate Charmer campaign‘s purpose was to reinvigorate the Cadbury brand association with authentic chocolate • Campaign started in April 2010 and ran for 6 weeks
Google Confidential and Proprietary
What is the Media Efficency Panel? Monitors media exposure & purchase data Offline media questionnaire
MEP output
Online media exposure
MEP
•
Cross media campaign reach and incremental reach
•
Uplift in sales as a result of campaign exposure
•
Return on campaign investment
Purchase data
• The only single source panel which can link online and offline media exposure to offline sales Google Confidential and Proprietary
Executive summary
•
Online channels had an impressive total reach of 30.8%
•
Online provided greater reach than TV when targeting 15-34 year olds
•
Two thirds of the reach of YouTube was incremental to TV
•
Online advertising has a significant impact on sales uplift
•
ROI is higher online, best of all were YouTube promoted videos
Google Confidential and Proprietary
Impressive reach of Online channels Gross reach
All Online Main Shoppers
58%
15-34
46% 35% 25% 19% 7%
TV Average frequency: 4.1 | 3.9
YouTube 3.6 | 3.7
Facebook 10.7 | 11.8
• Total online reach = 30.8% (YouTube + Facebook) Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
Google Confidential and Proprietary
Online provided greater reach than TV when targeting 15-34 year olds 15-34 year olds
31.4 %
14.7%
33.2 %
• 69.3% online contacts had no TV contact • Online delivered 33.2% incremental reach Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597
Google Confidential and Proprietary
Two thirds of YouTube reach was incremental Total audience
48.3 %
9.4%
15.9%
• 15.9% incremental reach of YouTube • 62.5% of all YouTube contacts had no TV contact Source: UK Media Efficiency Panel 2010
Google Confidential and Proprietary
Online advertising generated a significant sales uplift Total audience
Online
93%
7%
Share of budget
TV
80%
20%
Incremental sales
• With only 7% of the budget, Digital contributed 20% of the sales uplift Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347
Google Confidential and Proprietary
ROI is higher online Total audience £3.71
£2.01
£0.60
TV
Online
YouTube Promoted Videos
Return on Investment for every £1 media spend •
Online provided ROI almost 4 times higher than TV
•
YouTube‘s promoted videos provided the best return of the entire campaign
Source: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.
Google Confidential and Proprietary
10 Google Confidential and Proprietary
Two – thirds of all online contacts had no TV contact All audiences
46.2 %
•
11.5%
19.3%
Online delivered 19.3% incremental reach
Source: UK Media Efficiency Panel 2010 TV- 171, Online 103
Google Confidential and Proprietary
Definition of Ad Exposure and Purchase Television Ad Exposure The panellist was assigned a probability, based on media consumption habits, to be viewing a programme in which the advertising was shownexposure is assumed. Online Ad Exposure An advertisement was downloaded by the panellist’s browser while they were online. Exposure is known. In home internet usage only. Purchase act A panellist has registered a product brought into the home using their home scanner. The purchase is definite, however it is possible that impulse purchases consumed out of the home have not been registered. Regression Model A single source file is created with modeled media data, actual online data, panel demographics and purchasing. A logistic regression model is used incorporating promotions, loyalty and media contacts, with sales uplift and drivers as output.
GfK Media Efficiency Panel July 2010 Cadbury's Chocolate ...
Online provided greater reach than TV when targeting 15-34 year olds. ⢠Two thirds of the reach of YouTube was incremental to TV. ⢠Online advertising has a ...
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