2. • Analysis of 996 cases from
IPA databank.
• Over 700 brands in 83
different categories.
• Compares actual business
outcomes over the short
and long term.
4. Salesupliftoverbase
Time
Source: Binet & Field 2013
Two ways marketing works
Sales activation
Short term sales uplifts
Brand building
Long term sales growth
Short term effects dominate ~6 months
5. Two routes to profit
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Neither Increased sales or
market share
Reduced price
sensitivity
Both
Profiteffect
Business effectsSource: Binet & Field 2013
6. Brand building lowers price sensitivity
0%
2%
4%
6%
8%
10%
12%
0 1 2 3 4+
Priceeffect
Number of brand metrics improved
15. The creative is the most important factor
0.0
0.5
1.0
1.5
2.0
2.5
3.0
Creatively awarded Not creatively awarded
Budgetefficiencymetric
Source: Binet & Field 2013
16. Budget is almost as important as creative
0%
2%
4%
6%
8%
10%
12%
0% 2% 4% 6% 8% 10% 12%
Shareofvoice
Share of market
SOV > SOM: brands tend to grow
SOV < SOM: brands tend to shrink
Source: Binet & Field 2013
19. Out of home
Cinema
Live/Timeshifted TV
Digital Movies
Digital TV
Digital Short Video
Satellite/Terrestrial Radio
Online Audio/Radio
Print
Mags
Digital Magazines
Print Newspapers
Digital Newspapers
Social Media
Gaming
Search
Any Web
Any App
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0.5 1 1.5 2 2.5 3 3.5 4
WeeklyReach
Average Hours per Day (Weekly Users)
The media landscape in 2015
Source: USA Touchpoints 2014.2 (Mar 2014 – Feb 2015)
20. Brand-building media
-20% -10% 0% 10% 20% 30% 40% 50% 60%
Online display
Search
DM
Social
Press
Radio
Cinema
Outdoor
Mobile
TV
Online video
Brand effects uplift of adding channels
21. Activation media
-30% -20% -10% 0% 10% 20% 30% 40%
Cinema
TV
Press
Outdoor
Mobile
Online display
Online video
DM
Search
Social
Radio
Activation effects uplift of adding channels
22. Online media make TV work harder
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1980-2002 2004-2010
AnnualisedESOVefficiency
TV casesSource: Binet & Field 2013