凯度广告投放赢新法则2018720页

广告投放“赢新”法则RecruitingNewShoppersthroughMediaInvestment数据源：群邑中国《今年，明年2018》DataSource:GroupM“ThisYear,NextYear2018”广告主在每个消费者身上的平均花费在2018预计为–Averageadvertisingspendoneachconsumerin2018wouldbe￥424A￥4C￥42B广告投放是否拉动了品牌短期销售？Doesmediainvestmentcontributetoshort-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？Doesmediainvestmenthelpfindnewshopperstoensurelong-termdevelopment?同一购物者SameShopper购物者过去的购买行为，以及曝光后是否影响购买行为？Historicalpurchasebehaviorallowsustoidentifychangesinbehavior购物者从哪里看到广告？什么时间看到？看了多少次？Whichmediawerethebuyersexposed,whenandatwhatfrequency?同源看到广告购买行为影响AdExposurePurchaseImpactfromSingleSource广告投放对销售的短期贡献SalesContributionintheShort-term宝洁首席品牌官MarcPrichard:“我们希望知道媒介投资落在销售上的效果。”“Wewanttoknowourinvestmentresultsinsale.”MarcPritchard,ChiefBrandOfficeratP&G广告投放对销售贡献在中国的均值为3.8%MediainChinaworth3.8%ofbrandsalesonaverage全球与中国快消品广告投放所带来的销售贡献占比均值GlobalandChinaaveragesalescontributionfrommediacampaignofCPGbrands3.8%China4.5%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ItismorechallenginginChinatoconvertbig%salescontribution72041392952192.5%2.5-5%5%GlobalChina广告活动数量占比(%)%ofCampaigns中国均值ChinaAverage=3.8%广告投放销售额贡献占比%SalesContributionDistribution15%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TVtypicallyreach50%ofshoppersalone,butdigitalalsoofferssignificantincrementalreach32%电视广告到达TVReach100%数字媒体广告到达DigitalReach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%Digitalalmost62%moreefficientindrivingsalesupliftperunitreachthanTV电视TV数字媒体Digital等量触达媒体销售贡献指数SalesUpliftperUnitReachIndex￥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Communicatewithshoppersatoptimalfrequencytoavoidwastage电视TV在线视频OTV社交媒体硬广SocialHardAds与购物者沟通最优频次OptimalFrequencyinDrivingSalesUplift与购物者沟通实际频次ActualFrequencyinDrivingSalesUplift4~162~101~5643广告投放需要不断吸引新购物者FindingNewShoppersthroughAdvertising“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。”“CMMmakespeoplefocusonrecruitingcustomerstothem,keepingthem,andthencontinuingtorecruitnewones.”MarcoRimini,ChiefDevelopmentOfficeratMindshare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Ahighlydynamicbuyingsystemrequirescontinuousmediainvestmenttorecruitnewshoppersforbrand数据源：凯度消费者指数《与双速前进的中国购物者保持同步》。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。DataSource:KantarWorldpanel“ShopperReportVol.II”.Top5brandsofskincare,shampoo,kitchencleaning,chocolate,gum,biscuit,milk,candy,beer,CSD,juice,laundry.流失购物者LostNextYear品牌购物者BrandShopper50%购物者流出50%flowoutnextyear新购物者NewShoppers不断赢得更多新购物者Gainmorenewshoppersthanlost广告投放对购物者的影响ImpactonShoppersthroughMediaInvestment13现有购物者ExistingShoppers新购物者NewShoppers广告投放为品牌吸引新进购物者在中国市场尤为重要！RecruitingmorenewshopperstobrandthroughmediainvestmentinChina!广告投放销售额贡献中购物者分布SalesContributionbyShopperSegments37%63%新进购物者贡献Contributionbynewshoppers现有购物者贡献Contributionbyexistingshoppers53%47%全球Global中国China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！Bigbrandsgeneratedstrongerinfluenceamongexistingshoppersspendingmoreandsmallbrandsyieldedstrengthinrecruitingnewshoppers.48%52%新进购物者贡献Contributionbynewshoppers现有购物者贡献Contributionbyexistingshoppers62%38%大品牌BigBrands小品牌SmallBrands大品牌渗透率高于25%，小品牌低于25%。Bigbrandsaredefinedaspenetrationhigherthan25%广告投放销售额贡献中购物者分布（中国）SalesContributionbyShopperSegments(China)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！Allmediacandrivenewshoppers-OTVandSocialespeciallyeffectivetoattractnewshoppers!Campaign12345678910111213TVOTVSocial高于平均水平低于平均水平IndexaboveaverageIndexbelowaverage等量触达媒体销售贡献协同效果SalesUpliftperUnitReachSynergyEffect+24~34%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！Haloeffectacrossdifferentmediamaximizedmediaimpact,especiallytheOTVandSocialhardadvertisingworksinbestsynergy53%大品牌需要电视最大化购物者到达BigbrandsneedTVtoensurehighreach162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Usedigitaltopreciselytargetshoppersandcapfrequencyatoptimalleveltoensureefficiencyinsalesuplift53%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Continuousmediainvestmenttokeeprecruitingnewshopperstothebrand,especiallythroughOTVandSocial电视TV数字媒体Digital新购物者NewShoppersCMM连续监测CMMAlways-On激活目标人群ActivateAudience广告投放事后效果评估POST-CAMPAIGNEVALUATION广告投放前精准定位PRE-CAMPAIGNPRECISETARGETING