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The Path to Purchase Extending the Brand Through the Entire Purchase Funnel

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The Path to Purchase Extending the Brand Through the Entire Purchase Funnel Leadership and Marketing Excellence OPTIMIZING DIGITAL MARKETING SPECIAL SECTION: CONNECTING VIDEO AD SPEND TO SALES THE PATH TO PURCHASE EXTENDING THE BRAND THROUGH THE ENTIRE PURCHASE FUNNEL JULY 2016 Oral_Care_ROI-ANA3.pdf 1 6/21/16 5:40 PM A Leading Oral Care Brand Challenged Us To SELL MORE TOOTHPASTE WITH VIDEO WE DELIVERED RETURN $4.43 On Ad Spend C M Y CM MY CY CMY K Results Speak Louder. Period. SHUTTERSTOCK.COM www.eyeviewdigital.com Leadership and Marketing Excellence CONTENTSJULY 2016 Board of Directors Get more out of this issue ROGER ADAMS, USAA at ana.net/julymag16, PAUL ALEXANDER, EASTERN BANK with tweets, links, video, a full PDF download, and more. DANA ANDERSON, MONDELEZ INTERNATIONAL LINDA BOFF, GENERAL ELECTRIC CHRIS BRANDT, BLOOMIN’ BRANDS ROB CASE, NESTLÉ 03 GAURAV CHAND, DELL DAVID CHRISTOPHER, AT&T CHRIS CURTIN, VISA JERRI DEVARD DEANIE ELSNER, KELLOGG SANJAY GUPTA, ALLSTATE JACK HABER, COLGATE-PALMOLIVE JON IWATA, IBM BRADLEY JAKEMAN, PEPSICO GERALD JOHNSON II, AMERICAN HEART ASSOCIATION JEFFREY JONES II, TARGET JOHN KENNEDY JR., XEROX RICH LEHRFELD, AMERICAN EXPRESS 14 KRISTIN LEMKAU, JPMORGAN CHASE CHANTEL LENARD, FORD ALISON LEWIS, JOHNSON & JOHNSON BOB LIODICE, ANA PAGE #ANALOG ROB MASTER, UNILEVER NADINE McHUGH, L’ORÉAL 02 Something’s brewing between Outlook and Starbucks; the current TONY PACE and future rates of ad blocker use in the U.S.; momondo proves MARC PRITCHARD, PROCTER & GAMBLE traveling is in our DNA; upcoming events; quick facts; and more. RAJA RAJAMANNAR, MASTERCARD TONY ROGERS, WALMART DIEGO SCOTTI, VERIZON PAGE WHAT BRANDS HAVE IN STORE JAMES SPEROS, FIDELITY INVESTMENTS 04 Thanks to new technology and the opportunities it affords brands MEGAN STOOKE, GENERAL MOTORS MARC STRACHAN, DIAGEO to reach consumers, marketers are finding more opportunities to NUNO TELES, HEINEKEN deliver messaging all along the path to purchase. // BY DAVID WARD JIM TREBILCOCK, DR PEPPER SNAPPLE MEREDITH VERDONE, BANK OF AMERICA PAGE SPECIAL SECTION: DEBORAH WAHL, MCDONALD’S RODNEY WILLIAMS, MOËT HENNESSY 10 PROVING VIDEO ROI More and more, marketers need to prove business results. Now, with the right tools, marketers can connect video ad spend to // CONTRIBUTED BY OREN HARNEVO @ANAMARKETERS FACEBOOK.COM/ANA product sales. Executive Editor Production Director DUKE FANELLI FREDERICK KNECHT PAGE PULLING VALUE FROM ATM Editorial Director Publisher KEN BEAULIEU KRISTINA SWEET 14 How marketers can optimize their digital marketing through [email protected] // Editor appropriate time marketing. CONTRIBUTED BY J. R. BADIAN ANDREW EITELBACH ANA [email protected] 708 THIRD AVE., FLOOR 33 NEW YORK, NY 10017 Art Director PAGE Q&A 212.697.5950 SORAE LEE 17 NFL VP of Social Media and Emerging Programming Copyright © The ANA (Association of National Advertisers) 2016. Tom Brady on adding value to social conversations, content All rights reserved. Reproduction in whole or in part without express // BY KEN BEAULIEU written permission of the publisher is strictly prohibited. creation, measurement, and more. Opinions expressed within are not to be considered official expres- sions of the ANA. The ANA assumes no responsibility for errors or omissions appearing within. The ANA reserves the right to accept SHUTTERSTOCK.COM or reject all editorial and advertising matter. The ANA does not assume any liability for unsolicited materials. COVER ILLUSTRATION: GARY WATERS GETTY IMAGES ANA.NET // 1 #ANALOG TRANSPARENCY AND WHAT’S NEXT ikely by now you’ve at least heard of the in- dependent study on media transparency that the ANA commissioned late last year. Conducted by the investigative firm K2 In- Ltelligence, the report, which was released in early June, has some serious findings. From 143 interviews and 150 individual sources, the investigation found non-transparent business practices are pervasive across the industry. K2’s research uncovered evidence of such practices in a number of media, including digital, out-of-home, print, and TV. In an internal meeting with staff, Bob Liodice, pres- ident and CEO at the ANA, said the study “is likely the most significant thing we have done as an organiza- tion.” Certainly, the report has cast a sobering light on a dark corner of the industry. A second report, based on the first, which was re- leased earlier this month, aims to shed even more light media-buying processes and find a way to move for- on the subject and provide marketers with guidelines ward with their agency partners. Until then, readers and recommendations. In August, ANA will cover the can find more information on both reports at ana.net/ findings of both reports and give marketers actionable transparency steps to address the lack of transparency in their — Andrew Eitelbach LET’S GET COFFEE Sometimes getting a meeting in person takes some convincing. In cooperation with Microsoft, Starbucks is aiming to make it a little 32% The amount of internet users easier. Last month the coffee company released a new add-in for in the U.S. who will be using Microsoft’s Outlook email client that lets users schedule meetings at ad blockers in 2017. Currently, local Starbucks coffee shops and send gift cards directly over email. 26.3 percent of internet users Starbucks first announced the feature in March at Microsoft’s Build in the U.S. (69.8 million people) conference. It’s currently available for PC users, with plans to roll it are using ad blockers. out for Apple and mobile devices in the coming months. source: 2016 eMarketer SHUTTERSTOCK.COM 2 // ASSOCIATION OF NATIONAL ADVERTISERS // WATCH IT “There would be no such thing as extremism in the world if people knew their heritage,” says one of the participants in a powerful spot from travel company momondo. In the campaign, “Let’s Open Our World,” the Danish brand interviews consumers about their heritage and then offers DNA tests to identify their ancestry and uncover from where those participants truly originated. For many in the video, the results challenge their sense of national pride and make them rethink their world views. It ends in offering them a trip to any country found in their DNA. As part of the campaign, momondo is running a contest online for free DNA tests and a chance to travel to an ancestral country. To watch it, visit ana.net/julymag16. SHELF LIFE EDITOR’S NOTE: HALLELUJAH! Millennials aren’t entirely turning up their Magazines have a higher return on advertising noses at print in favor of digital; here’s media spend than other media. how respondents answered a question Calendar $1.53 DIGITAL VIDEO $2.63 DISPLAY about whether books on a shelf were more $3.94 MAGAZINES $2.55 LINEAR TV ANA MASTERS OF accessible than digital files. MEASUREMENT $2.62 CROSS MEDIA $2.45 MOBILE CONFERENCE The values, which come from a 2016 Nielsen September 14–16 18% Naples, Fla. NO OPINION Catalina Solutions study that looked at data from 2004 through 2015, are not all on the 58% 24% same scale, as ad spend varied by channel. ANA MULTICULTURAL DISAGREE AGREE Average spend for display was $500,000; TV MARKETING & DIVERSITY CONFERENCE was just under $10 million; mobile $300,000; October 9–11 digital video $500,000; magazines $2 million; Los Angeles, Calif. source: 2016 Omnipress Millennials and Print Survey and cross media $1 million. ANA MASTERS OF MARKETING CONFERENCE October 19–22 “ We’re in a world today where the things Orlando, Fla. you learned in college 15 years ago are no ANA/BAA MARKETING longer the skills that you need for your LAW CONFERENCE next job. Many of those skills — like data November 9–11 Chicago, Ill. science or digital marketing — didn’t even exist 15 years ago.” // For more, visit ana.net/events. — DAPHNE KOLLER, PRESIDENT AND COFOUNDER AT COURSERA, ON THE RECODE DECODE PODCAST, DISCUSSING THE IMPORTANCE OF CONTINUAL LEARNING AND SKILL DEVELOPMENT ANA.NET // 3 THROUGH THE PURCHASE FUNNEL GARY WATERS GETTY IMAGES WATERS GARY 4 // ASSOCIATION OF NATIONAL ADVERTISERS THE PURCHASE Extending FUNNEL brand presence through the entire shopping journey BY DAVID WARD GARY WATERS GETTY IMAGES WATERS GARY ANA.NET // 5 ntil recently marketing and sales were often consid- online retailers — before they were com- ered two distinct silos, and any branding that took fortable enough to purchase one of the brand’s high-end televisions. place at brick and mortar retail was often limited to “Five years ago there were only seven a good package design or a clever end-cap display. shopping trips and five of those hap- Thanks largely to the combination of new technol- pened to be in-store,” Munk adds. “This year there are nine trips, only three of Uogy and consumers who are open to actively engaging with a which are in-store. The relationship be- brand virtually anywhere or any time, marketers are finding tween whether the shopper starts online, increasing opportunities for delivering messaging all along the or starts physically in-store, or starts on a mobile device, is almost unpredictable path to purchase, including as shoppers stand in the store aisle and so the brand has to be able to antici- finalizing their selections. pate when the mobile event ends, for “The division between marketing and to purchase, especially for big-ticket items whatever reason, and gets picked up sales is blurred, and it’s now a much more that aren’t an impulse buy. again by the shopper at physical retail.” integrated approach,” says Morgan “Brands are now looking to under- Adding to that challenge are the vast McAlenney, EVP of Digitail, a division stand how a shopper makes their way to differences between retail chains, not just of the shopper marketing agency The In- purchase — both in-store and online — all in the type of shoppers they’re looking to teger Group that focuses on e-commerce.
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