In the fragmented media world, advertisers are presented with a multitude of choices. It can be a challenge to understand how to strike the right balance between delivering sufficient reach for a campaign to make an impact, and targeting messages to the most receptive consumers.
Often, the focus is on using multiple channels to deliver incremental reach. However, on a plan which already features high reach TV – which the majority of campaigns do – the power of smaller, niche digital media can actually be more in duplicating and reinforcing campaign messaging, and delivering it to a key target audience.
Used right, digital channels can deliver strong brand impact for a relatively low cost. Online as a channel, for instance, offers sites that are often even more targeted than magazines, and behavioural targeting that can reach consumers who are at the right category involvement level, as well as high reach sites and networks for mass reach.
Getting digital’s role in the mix right
Media planners should consider what role digital plays within the overall campaign.
If the goal is to drive awareness and only digital is being used, they could utilise a broad plan featuring large portal sites and network buys to achieve reach amongst a relevant audience through very precise targeting. They should avoid relying on virality, however, as the percentage of ads that actually go viral is exceptionally low.
If on the other hand TV and outdoor are already delivering mass reach, then it’s worth considering a more focused approach with digital by making the most of behavioural or contextual targeting to communicate with a smaller group of specific consumers. Digital offers a valuable channel through which to supply information on specific product benefits or brand-variant messaging to more engaged consumers in support of a wider campaign. Online video is particularly effective at carrying more functional, complex messaging, leaving TV – where people tend to remember the master brand, not the detail – to lead saliency, with a strong ad carrying an emotional punch.
Using digital creative to combine reach with impact
Broad reach digital creative needs to have mass appeal and a simple message which will cut through with less engaged consumers. For display advertising, making the most of the first frame to carry the brand and message will maximise impact. Think simple messaging that conveys an idea quickly, and strong brand cues that will shine out in a cluttered online environment. Reveal ads won’t work. The audience is in a goal-orientated state, so keep the message clear and functional.
Low reach, high impact
Millward Brown’s CrossMedia database shows that the impact of lower reach digital activity on brand measures such as ‘consideration’ far exceeds that of higher reach offline activity or higher reach digital such as online display. Fewer people may see your message, but it will make a more powerful impact on those that do.
Online video in particular is showing potential as a way to deliver meaningful impact among small groups of niche consumers. Videos which have been created specifically for the online environment and which are used to target specific consumers with relevant content tend to be more persuasive than videos re-purposed from existing TV spots.
Mobile advertising is also a huge opportunity – it outperforms video in terms of impact, and the space is relatively uncluttered. It now accounts for almost 10 per cent of digital spend, compared to just 1 per cent four years ago, and contributed over 50 per cent of digital growth in the past year (source: IAB UK). Location-based services allow brands to target consumers near or at point of purchase. Favourability towards advertising on mobile is very low when compared to other digital channels, but consumers respond far more positively when something of value is offered in exchange.
Gaming, microsites and social media offer yet more chances for brands to experiment with targeted media campaigns, and Millward Brown’s research has shown strong brand impact for all these channels. The challenge here is balancing the sometimes substantial production costs of developing such content, with their limited reach.
The wealth of digital channels now available and the ability of many of them to be used to accurately target a specific audience means there is a real opportunity for all brands to find new ways to communicate with the consumers who mean the most to them. The main challenge is to reach these consumers creatively in a channel that often has a lower portion of media and creative budget. Thinking about specific campaign objectives in advance will help determine the best mix, before tailoring the campaign message to each channel’s strength and following creative best practice guidelines to maximise impact.
By Leonie Gates-Sumner, Senior Research Manager at Millward Brown.
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