2018-2019广告投放“赢新”法则报告.pptx

2018-2019广告投放“赢新”法则报告,广告主在每个消费者身上的平均花费在2018预计为 Average advertising spend on each consumer in 2018 would be,￥424,A,￥4,C,￥42,B,广告投放是否拉动了品牌短期销售？Does media investment contribute to short-termsales?,广告投放是否帮助品牌找到新购物者，促进品牌长期发展？Does media investment help find new shoppers toensure long-term development?,同一购物者Same Shopper,购物者过去的购买行为，以及曝光后是否影响购买行为？Historical purchase behaviorallows us to identify changesin behavior,购物者从哪里看到广告？什么时间看到？看了多少次？Which media were the buyersexposed, when and at whatfrequency?,同源看到广告 购买行为影响Ad Exposure Purchase Impact from Single Source,广告投放对销售的短期贡献,Sales Contribution in the Short-term,宝洁首席品牌官Marc Prichard: “我们希望知道媒介投资落在销售上的效果。”,“We want to know our investment results in sale.” Marc Pritchard, Chief Brand Officer at P&G,广告投放对销售贡献在中国的均值为3.8%Media in China worth 3.8% of brand sales on average,全球与中国快消品广告投放所带来的销售贡献占比均值Global and China average sales contribution from media campaign of CPG brands,3.8%,China,4.5%,Global,在中国，仅不到两成的广告活动可以贡献5%以上的销售额It is more challenging in China to convert big % sales contribution,20,41,39,29,52,19,5%,广告活动数量占比(%)% of Campaigns,中国均值 China Average = 3.8%,广告投放销售额贡献占比%Sales Contribution DistributionGlobalChina,53%,在跨媒体投放中，电视单独带来五成触达，数字媒体贡献较高的触达增量TV typically reach 50% of shoppers alone, but digital also offers significant incremental reach,32% 15%,电视广告到达TV Reach,100%,数字媒体广告到达Digital Reach,电视TV,数字媒体Digital,数字媒体对等量购物者触达所拉动的销售贡献效率比电视高62%Digital almost 62% more efficient in driving sales uplift per unit reach than TV等量触达媒体销售贡献指数Sales Uplift per Unit Reach Index,￥162,￥100,找到与购物者沟通最优频次点，以有效拉动销售，减少浪费Communicate with shoppers at optimal frequency to avoid wastage,电视TV,在线视频OTV,社交媒体硬广Social Hard Ads,与购物者沟通最优频次Optimal Frequency in Driving Sales Uplift与购物者沟通实际频次Actual Frequency in Driving Sales Uplift,6416,4210,315,广告投放需要不断吸引新购物者,Finding New Shoppers through Advertising,“CMM解决方案聚焦到招募消费者身上 - 留住他们并不断招募新消费者。”,“CMM makes people focus on recruiting customers to them, keeping them, and then continuing torecruit new ones.”,Marco Rimini, Chief Development Officer at Mindshare,前5品牌的品类包括护肤品、洗发水、厨房清洁用品、巧克力、口香糖、饼干、牛奶、糖果、啤酒、碳酸饮料、果汁、衣物洗涤用品。Data Source: Kantar Worldpanel “Shopper Report Vol. II”. Top 5 brands of skincare, shampoo, kitchen cleaning, chocolate, gum, biscuit, milk, candy, beer, CSD, juice, laundry.,流失购物者Lost Next Year,品牌购物者Brand Shopper,新购物者New Shoppers,在多变的购买行为下，通过持续广告投放，不断为品牌吸引新购物者A highly dynamic buying system requires continuous media investment to recruit newshoppers for brand不断赢得更多新购物者Gain more newshoppers than lost50%购物者流出50% flow out next year,广告投放对购物者的影响Impact on Shoppers through Media Investment,现有购物者Existing Shoppers,新购物者New Shoppers,广告投放为品牌吸引新进购物者在中国市场尤为重要！Recruiting more new shoppers to brand through media investment in China!广告投放销售额贡献中购物者分布Sales Contribution by Shopper Segments,37%,63%,新进购物者贡献Contribution by newshoppers,现有购物者贡献Contribution by existing,shoppers,53%,47%,全球,Global,中国,China,48%,52%,新进购物者贡献Contribution by newshoppers现有购物者贡献Contribution by existingshoppers,62%,38%,大品牌BigBrands,小品牌SmallBrands,大品牌渗透率高于25%，小品牌低于25%。Big brands are defined as penetration higher than 25%,大品牌广告投放对现有购物者影响更大，小品牌拉新能力更强！Big brands generated stronger influence among existing shoppers spending more and smallbrands yielded strength in recruiting new shoppers.广告投放销售额贡献中购物者分布（中国）Sales Contribution by Shopper Segments (China),Campaign 1,2,3,4,5,6,7,8,9,10,11,12,13,OTVSocial,各媒体都有拉新能力，更好地利用OTV和社交媒体帮助品牌拉新！All media can drive new shoppers - OTV and Social especially effective to attract new shoppers!TV高于平均水,平低于平均水平,Index above averageIndex below average,等量触达媒体销售贡献协同效果,Sales Uplift per Unit Reach Synergy Effect,+2434%,利用媒体协同作用，最大化效果，社交媒体硬广和OTV协同作用显著！,Halo effect across different media maximized media impact, especially the OTV and Socialhard advertising works in best synergy,电视TV53%大品牌需要电视最大化购物者到达Big brands need TV to ensure high reach,数字媒体Digital162利用数字媒体的灵活性精准触达及频控，提高销售拉动效率Use digital to precisely target shoppers and capfrequency at optimal level to ensure efficiency insales uplift,新购物者New Shoppers53%通过持续广告投放为品牌吸引新购物者，尤其OTV和社交媒体Continuous media investment to keep recruitingnew shoppers to the brand, especially throughOTV and Social,CMM连续监测CMM Always-On广告投放事后效果评估POST-CAMPAIGN EVALUATION,激活目标人群Activate Audience广告投放前精准定位PRE-CAMPAIGN PRECISE TARGETING,