Our presentation from Micro Fusion Event - Prague 22nd February

1. Czech Republic
Micro Fusion Event

2. BACKGROUND
AdReaction studies have been conducted since 2001
The Art of Integration explores how to maximize
the brand impact of multichannel marketing campaigns:
• What is the global state of play for multichannel campaigns?
• How should campaigns be integrated to maximize overall impact?
• How should campaign creative be customized to make the most of each individual channel format?
Combines learning from four sources:
• New AdReaction consumer survey (45 countries, 300+ per country, 14,500+ globally)
• New Link for Campaign copy testing (7 countries, 12 campaigns, 60 executions)
• New CrossMedia database analysis (200+ global multichannel effectiveness studies)
• Previous Getting Media Right marketers survey (300+ industry leaders)
2

3. People feel media fragmentation and an increasing pressure and intrusiveness
of ads, but some also say campaigns fit together better and tell better stories
3
-7
-11
-12
-19
-30
-21
79
72
65
39
34
34
-100 -80 -60 -40 -20 0 20 40 60 80 100
Ads are appearing in more places now
I see more advertising now
Ads are more intrusive now
Advertising now fits together better across different formats
Ads tell better stories now
Ads are now more confusing
% DISAGREE % AGREE
Compared to 3 years ago….
CZECH Q015 - AD_FREQ: Advertising Frequency. Do you agree or disagree with each of the following statements?
81
74
69
59
51
36
Global Average
-5
-8
-9
-11
-17
-25
Global Average

4. People are generally positive about multimedia campaigns, acknowledging
they remind them about brands and result in stronger impressions
CZECH Q017 - AD_BRAND: Advertising Branding. What do you think about advertising from the same brand in lots of different places?
It reminds me about the brand
It generally leaves a stronger impression of the brand
I understand the brand’s message better
It is impressive brands can coordinate so many different types of advertising
It makes me more likely to buy the brand
It irritates me, feels like they won’t leave me alone
It irritates me that they are wasting so much money on advertising
It generally leaves a more confusing impression of the brand
Any +ve 48%
Any -ve 49%
5
20
35
7
8
8
23
24 34
26
15
16
16
25
17
7
CZ
Global
Average

5. There are multiple levels of campaign integration to consider
5
Not Well
Integrated
Integrated,
Not Customised
Integrated and
Customised
The campaign idea was consistent
in most channels
The campaign idea was consistent
in most channels AND creative was tailored
to each individual channel
The campaign idea was not clear
in many channels

6. CROSSMEDIA
EFFECTIVENESS
LEARNING
Currently one in four of the campaigns we measure are missing the mark
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive
Integrated – similar ads, but NOT well
customised to individual media
Integrated AND most media
were well customised
Nature of multichannel campaigns
Not well integrated
6

7. 7
Five principles for multichannel campaign success
INTEGRATION
IDEA
CREATIVE
PLACEMENT
CUSTOMISATION

8. INTEGRATION

9. CROSSMEDIA
EFFECTIVENESS
LEARNING
Integrated
campaigns are more
effective globally,
and channel
customisation
further improves
impact.
We’ll explore
customisation in
detail later. For
now, let’s focus on
integration….
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
Base: (57) (64) (102)
Overall campaign contribution
by campaign type
9

10. Across all channels there is a huge gap between how marketers think they
integrate their media strategies and what consumers see.
Czech consumers are even much more negative about the fit compared to global average.
Getting Media Right 2017: How integrated are your media strategies for desktop/laptop, mobile, and TV?
Figures shown are % “very integrated” or “somewhat integrated”.
CZECH Q018 - AD_FIT: Advertising Fit Across Formats. How well do the ads you see from most brands fit together across different ad formats?
Figures shown are % “fits together very well” or “fits together somewhat”.
0
Across
all
(Global average: 58%)
Between online
and offline
(55%)
Between different
offline formats
(59%)
Between different
online formats
(56%)
Desktop, mobile & TV
Consumers view of campaign fit
(vs global average %)
Marketers view of
strategy integration
30% 32% 35% 36%

11. POLL RESULTS: the main challenge to implementing integrated campaigns is a
a process issue with non-TV channels still being something of an after-thought.
Source: AdReaction client event Prague, responses from 65 attendees
48%
16%
13%
3%
3%
TV ads are developed first, other media are developed in a rush
Digital media teams are a separate silo
Despite a common brief, different agencies tend to come back with
very different ideas
Advertisers deliberately like to segment audiences or messages by
media channel
Advertisers don’t deliver a common brieffor agencies

12. CROSSMEDIA
EFFECTIVENESS
LEARNING
You need lots of
brand integration
cues to improve
campaign
performance
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
1 to 3 4 to 6 7 or more
Overall campaign contribution
by number of integration cues
12

13. CROSSMEDIA
EFFECTIVENESS
LEARNING
Consistent use of
characters or
personalities
differentiates the
best campaigns.
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
Celebrity
Type of humour
Voiceover (content)
Character
(non-celebrity)
Social media
hashtag
Voiceover
(person)
Website
address
Slogan
Tone of voice
Creative idea
Message
Logo
Visual identity
Colour scheme
Whatworks
What happens
Music/soundtrack
200
180
160
20% 30% 40% 50% 60% 70% 80%
13

14. Consistent use of
characters or personalities
differentiates the best
campaigns. Hygiene factors
such as logo and strapline
also help, but have less
impact.
Style, music
Celebrity, humour

15. INTEGRATION:
Budweiser (China)
2017 Music Campaign
Familiarity built through colour,
style, branding, alongside use
of ‘next generation’ celebrity
with young, passionate, and
futuristic image fitting to the
brand; but each ad interesting
in itself.
“The ads are linked by
recognisable electronic music,
similar ad scenes, the spokesman
Eason Chan and the message –
this Bud’s for you.”
Branding percentiles
Campaign 89
Eason on stage – static outdoor ad 96
Website video – 60 sec 95
Website video – 15 sec 90
Eason with women – static outdoor ad 90
TV video – 30 sec 72
Over 95% of respondents think
campaign integration improves
branding and makes the central
idea clearer.
Eason on stage
– static outdoor ad
Eason with women
– static outdoor ad
60s and 15s online ad 30s TV ad

16. INTEGRATION:
Airbank
Czech Republic
Familiarity built through
same brand personality,
color scheme, logo and
same type of humour. 30s TV ad static outdoor ad
10s Youtube

17. IDEA
17

18. “When you really think about what’s the most
important piece of the value chain, it’s an
insight that translates into a great creative
idea that translates into great sales”
Marc S. Pritchard
Chief Brand Officer at Procter & Gamble

19. Start with a strong creative platform
19
A creative platform is the advertising approach that
will be used for a long period of time across multiple
individual campaigns.
How to succeed:
The best creative platforms can be summed up in a sentence, are
distinctive and provocative, stretch the brand without breaking it,
work across borders and channels, and are personally relevant and
meaningful.
Why it matters?
Defining a compelling and durable creative platform will help in the
development of winning campaigns.
Example: Procter & Gamble: “Thank You, Mom”

20. Build on it with a cohesive campaign idea
20
A campaign idea is the theme that will underpin all of
the content from a brand in a set period of time.
How to succeed:
Campaign ideas that build on the foundation of a consistent creative
platform will find it easier to deliver common impressions because the
brand has thought about what/how it wants to be, and may also have
rules about its visual identity.
Why it matters?
Strong campaign ideas are the springboard for great executions, but do
not guarantee them. You can’t have a good ad without a good idea, but a
good idea doesn’t necessarily mean a good ad.
Example: “Best Job,” “Because of Mom,” and “Strong” all build on P&G’s
“Thank You, Mom” platform, but each has a unique individual insight or
angle driving it.
“Strong”
“Best Job”

21. CROSSMEDIA
EFFECTIVENESS
LEARNING
Ideas act as a glue — campaigns with a strong central idea perform
better across all brand KPIs, especially image associations
Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (194 studies, 137 with a campaign idea indexed vs 57 without)
Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive21
Campaign contribution
(campaigns with a central idea)
Indexed against
campaigns with
no central idea
100

22. IDEA:
Hornbach (Germany)
‘Dive into Life’ delivers the
message that DIY is a sensory
experience, a moment of pure
freedom, real and a bit painful,
that reminds people: You are
alive! (Du lebst!). Well
connected campaign. Sensory
elements of website helped with
‘feel’ of the campaign.
“….the idea of promoting the senses.
If you have seen the whole story to
the end, you will always have to
smile a little when you see a poster”
20 second YouTube ad60 second TV ad
Static outdoor adStatic outdoor ad
Website

23. CREATIVE
23

24. Even with strong integration and an inspiring campaign idea,
creative executions can still fail to engage
Base: 12 Link for Campaign AdReaction studies
5 of 12integrated campaigns tested scored
below average in terms of their overall
campaign impact (even though all seemed
to have clear ideas behind them).
24

25. Every creative element of a campaign counts
Source: Kantar Millward Brown’s Link for Campaign (93 U.S. studies)25
0.93 correlation
between overall campaign likeability
and the average likeability of all ads tested

26. CREATIVE:
Toyota Vitz (Japan)
Involving, enjoyable &
distinctive ads with the car’s
design aesthetic featuring
as the focal point of each
execution…even when the
car itself doesn’t appear!
“front facial expressions of
everything that appears are the
same and emphasize the
design”
Involvement Percentiles
Campaign 82
15 second TV ad 93
50 second YouTube ad 92
Interactive Instagram ad 72
Static digital ad 72
Static magazine ad 69
50 second
YouTube ad
15 second
TV ad
Static
digital ad
Interactive
Instagram ad
Static
magazine ad
26

27. PLACEMENT
27

28. CROSSMEDIA
EFFECTIVENESS
LEARNING
We generally see that all media can achieve all brand objectives. TV is best
for awareness, but other media such as Facebook can be more cost effective.
Data Source: Millward Brown global CrossMedia database, April 2017, 798 studies.
Contains results from all 4 regions (AMAP, LATAM, Europe and NA). In Europe, Facebook includes other social display & video.
Channel level contribution vs spend for different brand metrics

29. However, all is not
rosy in the digital
garden. Ad format
receptivity varies a
lot by channel –
and online formats
are far less popular
with consumers
Czech consumers are far
more negative towards
the advertising formats
than is the global
average
Q011 - AD_FORMAT: Advertising Formats. How would you describe your attitude towards each of the following advertising formats?29
29
27
24
24
21
20
14
13
12
10
7
Cinema ads
Magazine ads
Newspaper ads
Billboard/Outdoor ads
Radio ads
TV ads
Online display ads (laptop or PC)
Online search ads
Online display ads (mobile)
Online video ads (laptop or PC)
Online video ads (mobile)
GLOBAL AVERAGE
(51)
(53)
(51)
(54)
(45)
(52)
(34)
(34)
(30)
(33)
(30)
% VERY / SOMEWHAT POSITIVE

30. People are far more likely to recall a negative online targeting experience in the
past week than a positive one
CZECH Q028 - PAST_WEEK_EXP: Past Week Exposure. Which of the following types of online and mobile advertising do you remember seeing in the past week?30
Ads that were personalised based on my interests
Ads that were helpful in the precise moment they were delivered
Ads that I found helpful in a precise location
Ads I have seen too many times
Ads that were not at all relevant for me
Ads for something I already purchased
Ads that made me feel someone was stalking me
Any +ve 21%
Any -ve 46%
6
6
13
13
14
15
22
22
13
12
31
23
20
14
CZ
Global
Average

31. PLACEMENT:
Adidas Originals
(US)
Viewers think this campaign
will be better placed on
social media than TV.
“they want to be hardcore,
and stand out from others.
But not in a bad way”
Appropriateness % TV YouTube
Stormzy 26 42
Women 37 46
Mirrors 40 46
Launch 37 46
Stormzy –
15 second Twitter video ad
Women –
30 second Twitter video ad
Mirror –
15 second Twitter video ad
Launch –
90 second TV ad
31

32. PLACEMENT
MATTERS:
GEICO
Tailor to the context.
This ad performed very well on
digital formats; but when we
tested it in a TV context,
appreciation was not so strong.

33. CUSTOMISATION
33

34. Customisation is a balancing act. To overcome irrelevancy, it’s particularly
important to tailor by placement and audience
CZECH Q026 - BRAND_MESSAGE: Branding Messages. What do you think about advertising from the same brand which uses different messages in different places?
Brands should tailor their ads based on where they appear
Brands should tailor their ads based on who will see them
Brands should tailor their ads based on when they will appear
Any +ve 31%
I feel they are trying to be all things to all people
Too many irrelevant ads from one brand makes me stop paying attention
Too many different messages from one brand is confusing
What brands say in ads is often is different from the reality of using them
Too many different messages from one brand makes me trust them less
Any -ve 62%
11
15
16
11
12
13
18
34
21
22
16
22
22
26
15
15
CZ
Global
Average

35. CROSSMEDIA
EFFECTIVENESS
LEARNING
TV and online video benefit most from integration AND customisation;
also important for outdoor. Customisation currently helping less for print.
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
Channel level contribution by campaign type

36. CROSSMEDIA
EFFECTIVENESS
LEARNING
Shorter and edited online videos generally result in stronger performance.
But targeting a different younger audiences and using edgier content is risky
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles
TV and online video contribution by type of customisation used

37. CUSTOMISATION:
Opel Crossland X
(Germany)
Powerful campaign: TV ad
customised for ‘vertical’
Facebook viewing with
enhanced brand integration.
Customisation resulted in
stronger relevance and affinity.
”I think the ad is good, original
compared to others, not so boring.
The Opel has a very good rear-
view camera and is very
innovative”.
Percentiles Branding Affinity Relevance
Handbag - 30 second TV ad 38 69 32
Handbag - 30 second Facebook video ad 64 91 74
Handbag - 30 second TV ad Handbag - 30 second Facebook video ad
38

38. CUSTOMISATION:
Česká spořitelna
TV ad customised for
square Instagram and
Facebook viewing with
enhanced brand integration
and wrapped into shorter
format.
Neratov - 90 second TV ad
Neratov – 36 second Facebook video square ad
Neratov - 6 second Instagram video post

39. CUSTOMISATION:
Coca Cola
(Czech)
TV ad customised for
square and Facebook
viewing with enhanced
brand integration and
wrapped into shorter format.
#VeDneVNoci - 15 second TV ad
#VeDneVNoci – 6 second Facebook video square ad
#VeDneVNoci - 6 second Online video post

40. 41
Recommendations
INTEGRATION 1. Integrate comprehensively
IDEA 2. Build from a strong idea
CREATIVE 3.
Make each piece of content
amazing
PLACEMENT 4.
Invest only in channels that
have a clear role
CUSTOMISATION 5. Tailor content for each channel

41. OTÁZKY?

42. 44
Honza Kotek

43. Thank you!
45

44. One more thing…
46

45. bit.ly/ADRE18
47