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Duncan Southgate | Millward Brown | The TV is still the best if the advertiser know ho to pay her impact without losing in another important channels

A Millward Brown realizou evento no Brasil, no último 22 de setembro, com a presença do diretor de marca digital global Duncan Southgate, convidado para proferir uma conferência sobre o potencial e as armadilhas das campanhas multimeios.

O profissional abordou, em sua exposição, os desafios com base na pesquisa mais recente realizada pela empresa, a qual inclui a análise de seu banco de dados de estudos digitais e multimeios, focando os canais TV, vídeo online, mídia display e mobile para atestar que as novas mídias digitais oferecem oportunidades fantásticas para construção de marcas e melhora do ROI, embora seus resultados sejam eficazes apenas quando são bem compreendidas pelos profissionais envolvidos nas estratégias de comunicação, destacando-se ainda que, além de apropriado, o conteúdo deve ser buscado com criatividade e relevância para o público-alvo.

Confira, a seguir, entrevista realizada com Southgate com respostas encaminhadas à revista About por escrito, sob sugestão de pauta e acompanhamento da Hill+Knowlton Strategies.

How effective are different channels in building brands?
Overall, all channels are capable of building brands, and all channels can achieve all brand building tasks. The results we see depend heavily on the creative which is used, and there is lots of variation across campaigns and also by brand, category and target audience. However, there are some natural channel tendencies. Of the campaigns we’ve studied, TV consistently has the largest overall reach and the largest overall impact on all brand metrics. It is also particularly good at driving awareness. But this impact comes at a price;  we often find it is less cost effective than other channels. In contrast, digital media spend tends to be more cost effective, delivering a greater impact on brand metrics than we would expect given investment levels. This is particularly true for lower funnel brand metrics such as purchase intent. This story is true globally.

How much time do people spend watching video on different devices?
Increasingly, TV is not the only way people are watching video content. To understand how this trend is developing globally, we have just completed a new study which interviewed 16-45 multiscreen users (people who have access to both a smartphone or tablet and a TV). Among this progressive sample in Brazil, we found that people spend four hours per day watching video. 54% (131 minutes) of this video viewing is still via TV, but a significant chunk (46%, 109 minutes) is now via digital devices. Of these digital minutes, the single largest contribution comes from smartphones (24%, 57 minutes);  the rest via laptops and tablets. The marketing industry clearly has a major task on its hand to better align video advertising spend with how people are living their lives, particularly in terms of creating mobile-friendly video content. Given relatively low online media spend in Brazil and LatAm, the gap between time spent and media spend is particularly wide, so digital media clearly have huge potential for future growth.

How receptive are people to different video advertising formats?
This is digital’s biggest ongoing challenge. People are generally favourable towards TV ads, but they remain less accepting of digital video ads, regardless of device. While people are familiar with ads on TV and generally viewing in a passive mode, they consume digital media more actively, and expect to have control over what they see. So it is perhaps not surprising that the digital ad formats which fail to respect this control can be viewed negatively. Digital is clearly not just one thing, and people are much more receptive to ad formats which respect this control (skippable ads like YouTube Trueview or click to play ads). They are also very receptive to rewards based-advertising (e.g. ads in mobile games which offer “points” for viewing of ads. Advertisers will generally have most success online if they invest in “polite” ad formats, and then ensure they create impact through the strength of their creativity, not through the intrusiveness of the ad unit.

Which creative approaches work best in different advertising formats, and how should ads be adapted?
There are some things which are just as important online as they are on TV. Emotional engagement is essential to generating cut-through and driving long-term memorability in all channels. And brands need to decide whether they are primarily looking to communicate new news, or just to reinforce an existing positioning. Beyond that, there are some learnings which are more unique to online video. Online ads need to cut-to-the-chase, brand early and clearly, and should aim to be more distinctive. Humour is the single most effective way to avoid getting skipped. To adapt to mobile devices, brands should experiment with micro-video content which needs to be simple but not so simplistic that it is boring;  they should also consider using interactive layers so they can add a symphony of additional content beyond the initial video. While some degree of adaptation is necessary to make the most of digital, brands should not be scared of this transition. Much of what advertisers have learned about creating good TV content is still relevant, and new digital copy testing techniques can help ensure their digital copy will be effective in market.