How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.

1. CHANNEL STRATEGY INTRO:
Planning for synergy &
EFFECTIVENESS.

2. *
*UTC time v.
International
Atomic Time
+

4. Droga, who is the most awarded creative at Cannes Lions to date, noted that when he
started his career, distribution was built into the idea. You put out an ad
on TV and you didn't have to worry about eyeballs. Now, however, the
media landscape is fragmented and there are ‘whole industries making
technology to avoid the outputs of our industry’. Rather than that being
something to lament, however, it’s actually good for advertising – forcing us to think of
ways that will genuinely engage communities of people.
Facebook: Creativity at Scale (Cannes 2013)

5. 'I don't think anybody in the
marketing business owns 360-
degree communications planning.
I don't think media agencies own
it yet. I don't think anybody else
owns it either. It'll be different
client by client, need by need, and
skill-set by skill-set. The 360-
degree strategic role could be
played by any number of people.'
Media agencies
Especially when influenced by
“what’s in the warehouse.”
don’t completely own these ways, yet.
“Media is the
connective tissue
of society.”
Clay Shirky ‘Cognitive Surplus’
Now MEC

6. CONTEXT COMMUNICATES.
SOMETIMES CHANNELS ARE THE IDEA.
A great idea can take an ordinary channel
& make it extraordinary.
They can tell the story...
embody the story...
...become the story.

7. “It is simply not possible to take any
advertising idea to a practical stage
without making some hypothesis about
a suitable medium.”
“Inter-media selection is an integral
part of the process.”
Stephen King, 1974
CHANNEL PLANNING WAS BAKED
INTO THE HEART OF THE ORIGINAL
PLANNING PROCESSES.
BUT IT CAN HAPPEN BEFORE
OR AFTER THE BIG IDEA.

8. BASED ON UNDERSTANDING PEOPLE
& THEIR (LACK OF A) RELATIONSHIP WITH BRANDS.
MOST PEOPLE
AREN’T
DEVOTED TO
BRANDS.
FANS MATTER
LESS THAN
WE’D LIKE
TO THINK.
BRANDS
DON’T GET
DISPROPORTIONATE
LOYALTY.
BE INTERESTING.
BE MEMORABLE.
SCALE IT.
SUSTAIN IT.
“INDIFFERENCE DEMANDS THE EXTRAORDINARY”.
Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel
How Brands Grow. Byron Sharp
Past
World
View
New
World
View
Attitudes
drives
behaviour
Behaviour
drives
attitude
Brand
loyals
Loyal
switchers
Brand
switchers
Loyal
switchers
Deeply
committed
buyers
Uncaring
cognitive
misers
Involvement
Heuristics
Rational,
involved
viewers
Emotional,
distracted
viewers

9. Martin Weigel
paraphasing Ehrenberg, Sharp et al.
Jim Carroll, BBH
CREATIVITY’S ROLE IS TO CREATE INTERESTING BIG EFFECTS.
CHANNEL PLANNING MUST ENSURE ITS IMPACT.
“We can talk all we want about the personal, psychological,
social and cultural role of brands, but what the data teaches us
is that the real audience for our efforts consists of people
who don't know our brand very well (or at all), aren't devoted
to our brand, or don't purchase it at all. They will have few
memories and associations for us to build upon, they aren't
very likely to notice our advertising, nor are they likely to
think of our brand in buying and consumption situations.”
“Surely we can turn apathy, ennui and boredom into a
positive force, a force for good. Would not an honest
acceptance of the diminished role a brand or category plays
in consumers' lives encourage us to think harder about
utility, experience and reward?”
Source: The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel

10. APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.

11. APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.

12. APPROACHES.ULTIMATELY ABOUT ASKING QUESTIONS:
How does our audience engage with
media as well as where?
Are there behaviours we can be
part of positively?
Which audience is most available
and most effective for our brand?

13. APPROACHES.START WITH THE CONSUMER JOURNEY:
BRAND

14. APPROACHES.THEN SELECT CHANNELS, DEFINE ROLES & PRINCIPLES:
“What can digital do for the brand & consumers that nothing
else can? A connection enabled by technology but underpinned
by earning the right to engage people in their space.”
Accepts that it begins
at a position of disadvantage
Is mindful of the human
disposition to disregard it
Maps to actual, not potential,
human behaviours
Reaches the majority who
make or break a brand
Rewards and entertains
people to the nth degree
Asks and expects as little
back from people as possible
e.g.DEFINE THE ROLE OF DIGITAL.
REALISM SCALE GENEROSITY

15. PUTTING IT INTO PRACTICE:
See Consumer Journey & Experience Mapping Session
CONSUMER
JOURNEY“on ramps” & “off ramps”
USAGE/
CONDITION
CONSUMER
DECISION
JOURNEY
PATH TO
PURCHASE
TIME OF
DAY/WEEK/
SEASON

16. Channel(s)
Channel Role(s)
Key Justification
(Supporting data:
Reach & coverage,
audience behaviour)
Principles
(how our creative will
work in these channels)
Measurement
(KPIs & Sources)
FOR THE
KEY TASKS:

17. SOME TRADITIONAL WAYS TO SELECT
POSSIBLE CHANNELS:
CHANNEL PROFILING.
RECEPTIVITY.
CHANNEL NEEDS.

18. CHANNEL PROFILING.
EVALUATE THE UTILITY
OF CHANNELS IN THE
CONTEXT OF THE TASKS.
Use experience, secondary
sources & heuristics to map
channels to tasks based on
their capabilities & limitations.
PAID.
OWNED.
EARNED.
NAKED
& OTHERPROPRIETARY METHODS.

19. PAID
A catalyst of
original content and
audience exposure.
OWNED
Brand domain
platforms for longer and
deeper relationships.
EARNED
A transparent space for
conversation, advocacy
and word of mouth.

20. Owned, Paid & EarnedOwned, Paid & Earned
Media
Type
Definition Examples Benefits Challenges
Owned
Channel a brand
controls
Customer
magazine, website,
mobile site, blog
Control, cost-efficiency,
longevity, versatility, niche
audiences
No guarantees, company
communication less
trusted, takes time to scale
Paid
Brand pays to
use a channel
Display ads, paid
search, sponsorship
In-demand, immediacy,
scale, control
Clutter, declining response
rates, challenges to
credibility
Earned
Customers
become the
channel
Word of mouth
(however carried)
Most credible, plays a role in
most sales, transparent and
enduring
No control, can be
negative, scale, hard to
measure
CHANNEL PROFILING

21. CO-OPTED
Engagement platforms
adopted by brands for
their utility & audience.
PAID
A catalyst of
original content and
audience exposure.
OWNED
Brand domain
platforms for longer and
deeper relationships.
EARNED
A transparent space for
conversation, advocacy
and word of mouth.
EMBASSIES
Facebook, Twitter,
YouTube etc.
OUTPOSTS
Forums, Blogs,
comments etc.
Channel distinctions are not as clear
as some agendas suggest.

22. Payment models
are less important
than peoples’
BEHAVIOUR
& knowing the appropriate
behaviour in each channel.
GOOGLE
is what you’re looking for when
no one is looking; how to’s and
entertainment related searches
trend quickly. It is about the
language of intent or need.
FACEBOOK
is a public space; it’s what you
want your friends to know about
(politics, humor, social causes, cool
stuff, charity). It is about sharing
and showing who you are.
TWITTER
is content that you’re proud of;
more top-down, since its
influences include a culturally
savvy audience, celebrities,
techies, or perhaps people trying
to be funny. It is about showing off
and shouting out.

23. NOTICE
NOTICE = salience, visibility
THINK
THINK = rational persuasion
FEEL
FEEL = emotional involvement
DO
DO = action
NAKED CLASSIFICATION: TASKS & BEHAVIOUR.

25. Downloaded audio/CDs
(Computer)Radio (TV set)
Recorded – not PVR (TV set)
Social networking (Mobile)
Games online
(Computer)
Games offline (Computer)
Video clips (Computer)
Calls
(Landline)
Games (TV set)
DVDs (TV set)
Radio
(Radio set)
Recorded – PVR (TV set)
IM
(Computer)
Text/video
messaging (Mobile)
Calls (Mobile)
Email (Computer)
Music/audio (Music centre)
Email
(Mobile)
Scheduled TV (TV set)
Print media
AttentionPaid(averagescore)
Perceived importance (average score)
High attention, low importance
Low attention, low importance
High attention, high importance
Low attention, high importance
Source: OFCOM August 2011, All 15+, n=7,966
Attention and Importance
APPLICATION <<< LOWEST <<<< POTENTIAL >>>> HIGHEST >>>
Authority Outdoor Radio TV Newspapers Magazines
Beauty Radio Newspapers Outdoor TV Magazines
Entertainment Outdoor Magazines Newspapers Radio TV
Humour Outdoor Magazines Newspapers Radio TV
Information Outdoor Radio TV Magazines Newspapers
Intimacy Newspapers Outdoor TV Magazines Radio
Leadership Newspapers Outdoor Radio Magazines TV
News Outdoor Magazines Radio TV Newspapers
Prestige Outdoor Radio TV Newspapers Magazines
Quality Newspapers Radio Outdoor TV Magazines
Tradition Outdoor Newspapers TV Radio Magazines
Example matrix of the fit between the big 5 traditional media and various applications
Source: DDB Needham Worldwide

27. RECEPTIVITY.
Temporal
The right time
Physical
The right place
Emotional
The right mood
In what places, occasions or times would they be more open to finding out more
about your product category? Where and when might people seek the benefit that
your product offers?

28. CAN’T SLEEP DUE TO
COUGHING DISRUPTION;
FRUSTRATION; READING
BOOK OR THE INTERNET
Consumer
Needstate
COMMUTING,
EXHAUSTED &
MISSING LOST
SLEEP; REACHING
FOR A PICK ME UP
COMMUTING;
THINKING
ABOUT BED
TRYING TO
GET TO SLEEP;
KEEPING
PARTNER AWAKE;
DISTURBING TV
AT WORK OR CARRYING OUT
NORMAL ACTIVITIES;
TIRED & DISRUPTED
PRODUCT USAGE IF
PURCHASED; STIMULATE
DESIRE TO TRIAL NEXT DAY;
VIRTUAL PRODUCT/EMPATHY
Benylin
Opportunity
PROMPT
PURCHASE;
INTEGRATE INTO
JOURNEY
OFFER RESTFUL
SLEEP TONIGHT
REMIND TO
PURCHASE;
VIRTUAL
PRODUCT/
EMPATHY
DRIVE TO PHARMACY
Ensure saliency that lasts until
the cough sufferer has the
potential to purchase
Strategy
“Own” the
commute to work
in the cough
category
“Own” the
commute home
in the cough
category
Ensure saliency
that lasts until the
cough sufferer
has the potential
to purchase
Drive to purchase and increase
saliency in sufferers with the
promise of a restful night tonight
Only Benylin
Mucus Cough aids
a restful sleep
Messaging
Cough kept you
awake? Get a
restful night’s sleep
with Benylin Mucus
Night Liquid
Get a restful
night’s sleep
tonight with
Benylin Mucus
Night Liquid –
pick some up at
xxxxx
Relief at night by
Benylin Mucus
Night Liquid /
Disruption
removed by
Benylin Mucus
Night Liquid
Not feeling your best?
Get a restful night’s sleep with
Benylin Mucus Night Liquid
- Interactivity ads that can
aid restful sleep
- Contextual placements
content that cough sufferers
turn to when they can’t sleep
- Reserve a bottle to pick-up
(Boots/DR/Dotter)?
Tactics
- Mobile ads
- Digital Outdoor
- Coffee Receipts,
Cups & Sleeves
- PR task force
- First daily use
desktop sites
- Mobile ads
- Digital Outdoor
- WEVE
- TfL/Nat rail
disruption sites
- VOD/Skippables
- “Own” skip ad
buttons or remove
all pre-rolls
- Soothing relief
interactive ads
- WEVE: Proximity SMS & MMS
- Contextual targeted desktop
media in news & weather
- Retarget desktop LATE NIGHT &
PRIME visitors & VOD on mobile

29. CHANNEL NEEDS.
Profiling each channel by the needs of its audience
to ensure that your brand behaviour fits the context.
Tap into my
emotions
Help me relax
Don’t make me
work too hardEntertain me
TV
Help me make the
most of myself
Always to hand
Keep me on top
of my life
Help me fit in
Bored in Queue
Must know me
perfectly
Smartphone

30. APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.

31. MORE CHANNELS,
MORE EFFECTIVENESS?
REACH OR ENGAGEMENT?
SHARE OF VOICE &
LEVEL OF A RESPONSE?
EFFECTIVENESS v RECEIVED WISDOM.

32. AVAILABLE MEDIA HAS BECOME FRAGMENTED:
MORE PLACES, MORE MESSAGES.
The Communications Market 2016 – Ofcom

34. and the majority of our daily media interactions were screen based
BY 2014 THE JOKE HAD BECOME A REALITY
First screen, second screen, multi-screen....everything’s changed?
of all media interactions are
screen based
Laptop/PC Tablet TelevisionSmartphone
90%
On average we spend
4.4 hours
of our leisure time in
front of screens each day
of all media
interactions
are non-screen
based
Newspaper MagazineRadio
Base: Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same
time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.
10%

35. MORE CHANNELS,
MORE EFFECTIVENESS?
0
1
2
3
4
5
6
1980s 1990s 2000s
Effectiveness success rate
Accountability success rate
Average SOM gain per 10% excess SOV
58%
81%
1.2%
65%
71%
2.4%
Single-channel
campaigns
Multi-channel
campaigns
Average number of media used per campaign
Source: Marketing in the Era of Accountability, IPA dataMINE

36. EFFECTS CAN VARY.
ANTERGY
1+1=1.5
SUMMATIVE
1+1=2
SYNERGY
1+1=3
CHANNEL PLANNING FOR SYNERGY:
BUILD CUMULATIVE REACH MORE EFFECTIVELY
BROADEN TIMING & CONTEXT OF TOUCHPOINTS
ENHANCED REPETITION NOT JUST ADDING FREQUENCY
BUILD SALIENCY INTO THE CAMPAIGN
Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute

37. Bran
d
Audience
Total A
udience
Online
TV
Social
Outdoor
Bran
d
Audience
Total A
udience
Online
TV
Social
Outdoor
GREATEST SALES EFFECT IS BETWEEN ZERO & ONE EXPOSURE.
LOWER THE CHANNEL OVERLAP, GREATER THE POTENTIAL FOR SYNERGY.
More effective multi-platform mix of
achieving reach: Covers most of the brand
audience with some overlap between media
Less effective multi-platform mix of
achieving reach: Large gaps in the brand
audience and lots of overlap between media
Source: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute
BUILD CUMULATIVE REACH MORE EFFECTIVELY:

38. BROADEN TIMING & CONTEXT OF TOUCHPOINTS:
Advertising has a higher impact the closer the exposure is to purchase.
People gravitate to the best available screen.
Channels should enhance receptivity around varied purchase consideration points.
0%
5%
10%
15%
20%
25%
30%
More than a
year before
7-12 months
before
4-6 months
before
2-3 months
before
A month
before
3 weeks
before
2 weeks
before
A week
before
4-6 days
before
2-3 days
before
One day
before
9-12 hours
before
5-8 hours
before
3-4 hours
before
1-2 hours
before
Within the
hour of my
purchase
A few
moments
before I
purchased
Restaurant Voters Travel Automotive
OTC Health Tech CPG Personal Care CPG Grocery
Investment Banking Credit Card Insurance
Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011
N = 5,000
www.google.com/think/insights
Decision making importance by time & category

39. ENHANCED REPETITION NOT JUST ADDING FREQUENCY:
Advertising is a weak force, nudging buyers to purchase as part of a repertoire.
Continuous need for brand maintence not occasional “Damascene conversions”.
But close repetition of similar stimuli in the same media is often excess frequency.
VARY MEDIA
& CONTEXT.
STIMULATE FORWARD ENCODING:
An ad in first medium improves
performance of ad in second medium
by being seen as two novel, separate
rather than repetitive exposures.
“INVEST IN CREATIVITY OVER THE LONG TERM.”
SPACE OUT
EXPOSURES.
SPACING EFFECT:
Longer intervals between exposures
result in better learning and up to 20%
improvement in memory.
Multi-platform enables spreading out.
Sources: Planning for Synergy, Harnessing the power of multi-platform media, Ehrenberg-Bass Institute
The liberation of magic: How marketing science opens up creative opportunities. Martin Weigel
Voorveld et al 2010. Long-term memory encoding 30-40% higher with online exposure post TV (Brennan 2011)

40. BUILD SALIENCY INTO THE CAMPAIGN:
Salience is the quantity & quality (how fresh & relevant) of brand information in memory.
Salience is the “size” of a brand in people’s minds, more influenctial than difference.
The bigger the brand, the more likely it will be recalled early & purchased.
REFLECT HOW PEOPLE
(DON’T) THINK ABOUT BRANDS.
WIDER SCOPE FOR MULTIPLE MESSAGES, ASSOCIATIONS & SENSORY IMPACT.
COMBINE EMOTIONAL PRIMING FOR LONGER-TERM BRAND BUILDING &
RATIONAL MESSAGING FOR SHORT-TERM ACTIVATION.
>
SYSTEM 1:
Quick, Emotional & Instinctive.
Longer-term effects.
External paced media.
TV, VOD, OUTDOOR.
SYSTEM 2:
Slow, Rational & Effortful.
Immediate behaviour effects.
Self-paced media.
DIGITAL, DIRECT, PRINT.

41. REACH OR ENGAGEMENT?
Typical buying concentration in market (NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Light Medium Heavy
Source: Ehrenberg-Bass Institute
20% of Customers hold
40% of brand image associations.

42. REACH OR ENGAGEMENT?
Typical buying concentration among people engaging with brands
e.g. on FB Page or CRM Prog (reverse NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Light Medium Heavy
Source: Ehrenberg-Bass Institute

43. REACH OR ENGAGEMENT? BOTH.
BUTTO GROW BRANDS OUR CHANNEL PLAN
MUST REACH THESE PEOPLE FIRST.
Source: Ehrenberg-Bass Institute
Typical buying concentration in market (NBD-Dirichlet)
Non
(Own brand,
Competitor, not
in market)
Light Medium Heavy

44. THIS IS WHY DESPITE MORE CHANNELS & MORE TECHNOLOGIES
TV HAS BECOME CHEAPER & MORE EFFECTIVE.
HIGHER REACH & PURCHASE DECISION MAKING ROOTED
IN SYSTEM 1, EMOTIONAL THINKING.
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
0
2
4
6
8
10
Average SOM gain (%) per 10% points
excess SOV
Average increase in market share by value
(points gained)
Campaigns
using TV
Campaigns not
using TV
1980s 1990s 2000s
Source: Marketing in the Era of Accountability, IPA dataMINE

45. BEFOREPLANNING FOR ENGAGEMENT.
THINKCOVERAGE & COMPOSITION.
PLAN FOR +1 REACH.

46. COVERAGE & COMPOSITION.
COVERAGE. COMPOSITION.
Uses basic data on media habits to provide
an understanding of the overlap between
your target and each channel.
Can I reach my target in
sufficient numbers?
The % of an advertiser’s
target that is within the
medium’s audience.
Can I reach my target
efficiently with this channel?
The % of a medium’s
audience that is within the
advertiser’s target.

47. The Lonely Planet website might offer a
high composition but a low coverage for
an advertiser of holidays for independent
travellers.
Perhaps 70% of the Lonely Planet website
audience will be interested in what the
advertiser offers but only 5% of
Independent Travellers are regular visitors
of the Lonely Planet website.
By contrast The Guardian may be able to
offer high coverage but with high wastage
due to low composition.
COVERAGE & COMPOSITION.
HighLow
Composition
A hypothetical example for an advertiser of holidays for
independent travellers.
The
Guardian
Coverage
LowHigh
Lonely
Planet

48. Demogs, attitudes
and behaviors
Just
Demographics
General media TGI
IPA TOUCHPOINTS
GlobalWebIndex
IDIOM
Mintel
Digital
ComScore TNS
Forrester
eMarketer
Target analysis
MediaFocus
COVERAGE & COMPOSITION.
Tools to consider...

49. COVERAGE & COMPOSITION.
See guide in sources & reading
list folder! in our Box Folder!

50. BUT COVERAGE & COMPOSITION
ISN’T THE ONLY CURRENCY.
BUT ENOUGH ATL TV MEDIA BUYING....
+1
EFFECTIVE
FREQUENCY
BUILD
AD
MEMORY
DECAY
RECENCY PERIOD
SALES
REPEAT USAGE
DECAY
LONG TERM
CONVERSION
EFFECTIVE FREQUENCY.
The number of messages that
need to be delivered to
generate a consumer response
The number of messages
required within a specific time
span before purchase decision
RECENCY FREQUENCY.
The time-span in days that
the recency frequency is
required within
RECENCY PERIOD.
A measure of the monthly
percentage rate at which the
target audience forgets
commercial impacts
MEMORY DECAY.
85% 1+ @ 6 OTS; 61% 3+

51. ENGAGEMENT & PARTICIPATION ARE STILL IMPORTANT.
WE NEED TO BE SMARTER WITH AN EYE TO SCALE.
Irrit ation
Brands can make
things easier
Hay Fever
Benadryl Social
Pollen Count
Fun
Brands ma ke
things mo re fun
Drinks
Smirnoff Nightlife Exchange
negative motivation positi ve motivation
lowinvolvementhighinvolvement
Frustration
Brand can make
things simpler
Diarrhoea!
Aspiration
Brands can inspi re
Sports
Nike+
My Rhythm
Source: ingmar de lange / mountview
UTILITY &
SERVICE DESIGN
TO CHANGE THE
BEHAVIOUR OF A TIGHTLY
TARGETED GROUP.

52. PLAN TO ENSURE ENGAGEMENT
OR PARTICIPATION IMPACTS
THE LESS INTERESTED MAINSTREAM
VIA THE CREATIVE CONTENT OR CHANNEL PLAN THAT FEEDS & SURROUNDS IT.
MASS? MASS
EXPOSURE?
Easy, relevant & brand related. A
significant number of people will get
involved & complete the process/action.
Every interaction has a direct business
effect on the person interacting.
Fewer participants but what they
produce or achieve is of greater public
interest & spreads. Their participation &
interactions have a direct business effect
on people exposed to their outputs.
Source: Nick Emmel

53. IS IT ENOUGH?
TO IMPACT:
COMMERCIALS?
ATTITUDES?
BEHAVIOUR?

54. SHARE OF VOICE &
LEVEL OF A RESPONSE?
When Share of Voice exceeds Share of Market a brand tends to grow
The smaller the brand, the greater the “excess” SOV needs to be to succeed
Paul Feldwick: “When VW changed its policy from spending below market
share to spending above market share it doubled its share of the market in a
few years.”
Will our channels achieve Equilibrium SOV?
Source: Marketing in the Era of Accountability

55. SOV alone is not enough. Using the right creative
content as well as SOV is critical to drive returns.
ESOV matters. Excess SOV delivers growth. On
average, 0.5% share points for 10 point ESOV – but the
rule works in reverse also, so beware of disinvestment.
Brand size matters. Market leaders drive greater
returns from SOV than challengers.
Newness delivers higher gains. Launches/younger
categories respond at a higher level.
Short-termism is dangerous. Correct level of SOV +
quality campaign = stronger brand.
FIVE POINTS TO REMEMBER:
Source: Why Share of Voice Matters
1.
2.
3.
4.
5.

56. ESOV THEORY ≠ NEED TO SPEND MORE.
Where do your competitors focus their
activity? Is there an opportunity to influence
the consumer at a different stage?

57. BUT YOU DO NEED TO SPEND ENOUGH
TO ACHIEVE THE RIGHT LEVEL OF RESPONSE (& KPIs*).
*are they realistic?
HARD
METRICS.
SOFT
METRICS.
Market Share.
BHM Relevance & Consideration.
BHM Performance Advantage.
BHM Emotional Connection.
Increased Purchase Frequency.
Increased Spend per Trip.
Increased Repeat Purchase.
Unique visits.
Downloads.
Registrations.
Product/WTB Pages viewed.
Leads generated.
Video Views.
Content Shares.

58. Views
Digital GRP
Uniques/audience comp
Awareness Lift
Ad recall Lift
View-through time
Watch time
Favourability Lift
Consideration Lift
Brand Interest Lift
X-device conversion
Search interest
Sign-ups
Calls
Purchase Intent Lift
Spend per Buyer
Volume per Buyer
Spend per Visit
Volume per Trip
Average Price
Net Promoter Score
Repeat Rate
Loyalty Value
Loyalty Volume
Temkin Score
Did we reach the
right people in the
right numbers?
Did we improve
image & change
attitudes?
Did we
cause an
action?
Did we convert
easily &
delightfully?
Did we
deliver a
great
experience?
Reach Resonance React
Post-
SaleSale
THE DIGITAL CHALLENGE.Or “What gets easily measured gets too much attention”. Brand building
in a digital world is about more than measures like “Engagement” or CTR.

59. Website Conversion Funnel
0000 | 0.00%
XX%
TOTAL WEBSITE TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Unresolved clicks
0000 | 0.00%Bounce
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
DISPLAY
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
MET OFFICE
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
SOCIAL PR
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
SEARCH
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
TRAFFIC SOURCE NAME
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
TRAFFIC SOURCE NAME
0000 | 0.00%
XX%
TOTAL DESKTOP TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Rest of Benadry.co.uk
0000 | 0.00%Desktop Bounce
0000 | 0.00%
XX%
TOTAL MOBILE TRAFFIC Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Rest of m.Benadry.co.uk
0000 | 0.00%Mobile Bounce
Device detection: Desktop Device detection: Mobile
0000 | 0.00%
XX%
SOCIAL POLLEN COUNT Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Rest of Benadry.co.uk
0000 | 0.00%Exit site
0000 | 0.00%
XX%
SOCIAL POLLEN COUNT LANDING PAGE Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
App Store
0000 | 0.00%Google Play
0000 | 0.00%Exit site
0000 | 0.00%Rest of m.Benadry.co.uk
0000 | 0.00%
WHERE TO BUY Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Retailer website
Exit site 0000 | 0.00%
0000 | 0.00%Rest of Benadry.co.uk
0000 | 0.00%
WHERE TO BUY MOBILE Exit to:
TOTAL VISTORS
0000000
UNIQUE VISITORS
0000000
Retailer website
Exit site 0000 | 0.00%
0000 | 0.00%Rest of m.Benadry.co.uk
1.0
2.0
3.0
4.0
5.0
6.0
7.0
App Store 0000 | 0.00%
0000 | 0.00%Google Play
MODEL THE JOURNEY & FUNNELS...

60. CTR
0.00%
Native App Conversion Funnel
XX%
CLICK TO ADD HOTSPOT Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
0000 | 0.00%Close App
Abandon process 0000 | 0.00%
XX%
SELECT LOCATION Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
XX%
SELECT SEVERITY Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
XX%
SELECT CAUSE Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
XX%
CLICK SUBMIT Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Abandon process 0000 | 0.00%
0000 | 0.00%
WHERE TO BUY Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
Rest of App
0000 | 0.00%Close App
2.0
0000 | 0.00%Retailer website
0000 | 0.00%Close App
0000 | 0.00%Close App
0000 | 0.00%Close App
0000 | 0.00%Close App
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
CPC/CPD DISPLAY
RANK CTR
1 0.00%
CLICKS/TRAFFIC
0000000
APP STORE LISTING
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
WEBSITE REFERRAL
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
PR/SOCIAL REFERRAL
REACH/IMP/OTS CTR
0000000 0.00%
CLICKS/TRAFFIC
0000000
SEARCH
REACH/IMP/OTS
0000000
CLICKS/TRAFFIC
0000000
TRAFFIC SOURCE NAME
0000 | 0.00%
XX%
DOWNLOAD Exit to:
TOTAL DOWNLOADS
0000000
Do not download
Unknown
APP STORE (CANNOT BE MEASURED) Exit to:
TOTAL VISTORS
Unknown
UNIQUE VISITORS
Unknown
Unresolved clicks
Bounce
XX%
OPEN APP Exit to:
TOTAL USERS
0000000
UNIQUE USERS
0000000
0000 | 0.00%Never open
0000 | 0.00%Retailer website
0000 | 0.00%
XX%
TOTAL TRAFFIC FROM MOBILE MEDIA Exit to:
TOTAL CLICKS
0000000
UNIQUE CLICKS
0000000
Unresolved clicks
0000 | 0.00%Bounce
3.0
4.0
5.0
1.0
CTR
0.00%
2.0
Native App Measures & KPIs
% Conversion from traffic to downloads
# Downloads
3.0 # Activations
% downloads to activation
# Users who open 1, 2, 3, 4, 5+ times overall/monthly/weekly
Most popular areas
Dwell Time
App retention
Shares to Facebook
Shares to Twitter
# Alarms set
4.0 % Successfully added hotspots
# Hotspots added
Total users who add hotspot
Unique users who add a hotspot
Repeat users who add a hotspot
Total Visits to Where to Buy
Unique Visits to Where to buy
Exit by retailer type
5.0
1.0 # Number of ratings and reviews
Star rating
...MEANS A BIG
NUMBER HERE.
CAN OUR CHANNEL PLAN
DELIVER THE RIGHT
QUANTITY & QUALITY?
A BIG NUMBER
HERE...

61. Channel Strategy is
THE ART OF SACRIFICE.
What can we do well?
What can we afford to do well?
THINK: FEWER, BIGGER, BETTER, LONGER.

62. APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.

63. REAL-TIME PLANNING & BUYING.
INSTINCT &
AUTOMATION.
Responding to culture & consumers
looking for “super-fast opportunities
to create super-current, super-topical
content that millions of people can
immediately share”.
Real-time bidding (RTB) emerged at
the intersection of data liquidity and
inventory liquidity. Real-time bidding
helps media buyers find audiences at
scale. This drives performance
ensuring an ad is seen by the
audience most likely to respond.
FAST PLANNING. DATA PLANNING.

64. Publisher
Sponsorship
Private
Marketplace
Exchange
Publisher Inventory
Waterfall
OrderofPriority
Advertiser A
100% of all Imps
Guaranteed - Flat
Rate for Fixed Time
Advertiser A
Advertiser B
Advertiser C
Guaranteed Impressions &
Spend within a specified
time window. Pub ad server
determines which
Advertiser to call
Ad NetworkAd NetworkAdvertiser A
SSP Waterfall
AdEx
Rubicon
OpenX
Pubmatic
Auction
DBM
Turn
MediaMath
DSPs Real Time
Bidding (RTB)
DSP Internal
Auction
Advertiser A
Advertiser B
Advertiser C
Advertiser AMax Bid $10
Advertiser B
Advertiser A
Max Bid $5
Max Bid $10
DSP Internal
Auction
DSP Internal
Auction
Preferred
AccessDeal
ID
Deal
ID
Guaranteed
Programmatic
GuaranteedDSPAdvertiser A
First Look
DSPAdvertiser C Deal
ID
Deal
ID
PMP Tiers
SSP
Invite Only
DSP
DSP
Advertiser A
Advertiser B Deal
ID
Deal
ID
Deal
ID
Deal
ID
Planning Tool DMP
PROGRAMMATIC BUYING.
See Programmatic Sessions

65. REAL DATA DRIVEN SEGMENTATION & IDIOM.
Browser
Job
function
Value
segment
Travel
in market
Video
usage
Content
usage
Marital
status Age
Credit card
holding
CPG Food
& Beverage
Products
in market
Time on site
Location
Individual & their
Job to be Done
See Session

66. BRANDED ENTERTAINMENT
& NATIVE ADVERTISING.
Branded Entertainment essentially
piggybacks on an entertainment property
or story to marry the audience to it’s own
mythology
Four Forms:
Product Placement
Brand Integration
Brand Sponsorship
Branded Content Creation

67. NATIVE
CONTENT:
bluring the ethical lines
between news, advertorial and advertising

68. PROPAGATION PLANNING.
“Plan not for the people you reach,
but the people that they reach.”
MAP THE NETWORKS WITH DATA & IDIOM.
(still valid - and still inspired by the late Griffin Farley)

69. Does
i
t stimulate a physical resp
onse?*
Will sharing it let people...
Does it seem new and does it seem to be becoming popular?
THE IDEA
or
THE ASSET
GOOSE-
BUMPS
Express
Themselves
Fuel
A
Passion
Get
People to
Respond
Help
Other
People
It stands
a chance.
It stands
a chance.
Make
Life
Easier
Strengthen
Bonds
Define
Group
Identity
Gain
Status
BLUSHES
TEARS
A-HA!
AROUSAL
FROWN
SHOUT
RAISED
EYEBROWS
SMILE
LAUGHTER
Good Enough to Share? Fighting it out from the marketing web to the real internet.
*Not an exhaustive list. Rate the
level of response on a scale of 1-10,
anything less than 7 is a “meh” and
the idea needs to be much stronger.Sources: Henry Jenkins, Convergence Culture Consortium MIT,
Daren C. Brabham, Unruly, and Facebook

70. MOBILE = PEOPLE.
MOBILE ≠ DEVICES.
PERSONAL.
CONTEXTUAL.
IMMEDIATE.
“People don’t want less of an experience on mobile.
They just don’t want a brand picture of a woman
smiling at salad.”

71. APPROACHES.
TRENDS.
EFFECTIVENESS v RECEIVED WISDOM.
DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.

72. DIGITASLBi STRATEGY ACADEMY
CHANNEL STRATEGY INTRO.
BASICS OVER
NOW BREAK THE RULES.

73. SOURCES & READING LIST:
How Brands Grow
Byron Sharp
Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second
Jenni Romaniuk, Virginia Beal, and Mark Uncles
Channel planning: Effectiveness lies in channel integration
Tim Broadbent
Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI
Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal and Nina Lerner
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt
Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad
The New Multi-screen World: Understanding Cross-platform Consumer Behavior
Google
Planning for synergy: Harnessing the power of multi-platform media
Ehrenberg-Bass Institute, 2012
The Multi-Screen Marketer
conducted on behalf of the Interactive Advertising Bureau (IAB)
Why share of voice matters
Robert Whiteford, Nikki Clarke and Peter Field
Unravelling the Gordian knot of brand contact
Frank Harrison
Media Strategy in the Era of Accountability (Plus the rest of the Era of Accountability study)
Les Binet and Peter Field
Short Term sales, Long term profit: How to get the balance right
Les Binet and Peter Field
The liberation of magic: How marketing science opens up creative opportunity
Martin Weigel
Plus others all in our Box Folder