2

Multi-screen for Higher ROI

Deeper Integration, Greater Effects

Consistent Criteria for GRP Measurement

MixReachTM Empowers Scientific Planning

All large video advertising providers provide GRP

measurements, including IGRP and Infosys OOH GRP

systems. The GRP measures the reach, frequency and

target audience of advertisements. This is the

foundation of integrated multi-screen planning.

MixReachTM is a product jointly developed by Millward

Brown and Miaozhen Systems which provides

comprehensive reach and expenses of different

advertising portfolio through integrated multi-screen

calculation and achieves multi-screen advertising

planning and optimization

622 Strategy

055 Strategy

With a medium to low budget, the non-TV multi-

screen strategy (50% online videos and 50% in-

building LCDs) can increase 3+ advertising reach

by 80%, or save cost by 17%.

With a higher budget, the 622 strategy (60% TV,

20% online videos and 20% in-building LCDs) is

recommended, which can increase the 3+

advertising reach by 25% or save 38% cost on

average.

The media that can play full-screen advertisements such

as TV and in-building LCDs are large video media,

which feature stronger impact, dissemination and

emotional appeal and often have greater advertising

effects than other types of media.

The combination of multiple screens such as TV, in-

building LCDs and online videos following a certain

proportion can significantly increase advertising ROI or

reduce expenses. This approach is effective for most

fields of advertising and in most cities.

3

Research Background

With the rapid development of digital technologies and the

mushrooming of new video media, the traditional video media are

also undergoing a technological facelift. As video media are

everywhere to be seen from TV, online media and in-building LCDs,

consumers have found themselves surrounded by video screens.

How the many large video media influence the consumers and how

to better communicate with the consumers and build brands

through the video media have become an important concern for

advertisers, media agencies and advertising researchers.

To validate the effects and advantages of large video media,

especially the combination of TV, online videos and in-building

LCD, and help advertisers improve their advertising efficiency with

the combination, Millward Brown has undertaken a series of

studies to collect consumer data and advertiser views to help

advertisers develop their video advertising strategy.

4

Research Execution

This research on integrated multi-screen advertising not only draws on the extensive research data of Millward Brown but also features data specially collected for this project. It consists of the following three parts:

Qualitative fieldwork targeting advertisers/media companies: From November to December 2012, Millward Brown interviewed 15 opinion leaders in China's media scene by telephone to obtain the views of advertisers/media companies on the trend of the integration of large video media.

MixReachTM Simulation: Tools for optimization of large video media combination are used to research four investment ratios of three large video media (TV, online videos and in-building LCDs) in seven fields of advertising to provide theoretical support for advertisers to optimize their large video media advertising portfolio.

Case study: Millward Brown works with P&G to monitor the advertising effects of a brand campaign in three large video media (TV, online videos and in-building LCDs) to examine the effects of integrated video advertising.

The results of the above research are summarized in the present whitepaper (Multi-Screen Video Advertising: An Integrated Approach to Advertising ROI Improvement”). They will give advertisers, agencies and media a clear understanding of the trend of cross-media advertising and the media advertising strategies available under this trend. This report also presents a number of other research-based evidences that help advertisers better utilize cross-media advertising to build their brands.

5

Millward Brown

Millward Brown is one of the world's leading research agencies and

is expert in effective advertising, marketing communications, media

and brand equity research. Through the use of an integrated suite of

validated research solutions — both qualitative and quantitative —

Millward Brown helps clients build strong brands and services.

Millward Brown has more than 86 offices in 56 countries. Additional

practices include Millward Brown's Global Media Practice (media

effectiveness unit), The Neuroscience Practice (using neuroscience

to enhance traditional research techniques), Millward Brown

Optimor (focused on helping clients maximize the returns on their

brand and marketing investments), Dynamic Logic (the world leader

in digital marketing effectiveness) and Firefly Millward Brown (a

global qualitative research business). Millward Brown is part of

Kantar, WPP's insight, information and consultancy group.

For more information, please visit www.millwardbrown.cn

Related research models:

MixReach: a budget allocation tool for multi-screen video

advertising

AdMonitor: a digital media IGRP measurement

Adindex: a digital media effectiveness evaluation model

CrossMedia: a cross-media effectiveness research model

1. Wider Scope, Higher Performance

2. Integrated Media Advertising as an Irresistible Trend

3. Multi-screen Advertising Optimization

4. Integration for Higher ROI

5. Success Stories

6

Contents

Chapter 1

Wider Scope, Higher Performance

Media capable of playing full-screen video advertisements such as TV,

in-building LCDs and online videos are all video media, or quasi-TV

media.

Compared with other forms of advertising, video advertising has

comparative advantages in terms of emotional intelligent

communication, brand recognition enhancement, brand image

building, and purchase stimulation.

In addition to TV, in-building LCDs and online videos can also play a

remarkable role in helping build brands.

A case study on the performance of LCD advertising finds that in-

building LCD advertising with an effective reach can

significantly improve brand awareness and stimulate the

desire to buy.

One online video advertising-based exposure can increase the

awareness and perception of the advertised brand by 7%, far

outperforming one print advertising-based exposure in terms of the

improvement in the various brand key performance indicators.

8

Consumers Surrounded by Videos

Media capable of playing full-screen video advertisements are called large video media,

as represented by TV. With the rapid development of digital technologies, all kinds of

large video media such as TV, online video, and LCDs in buildings and shopping malls

have surrounded the consumers with videos wherever they go at whatever time.

Large video media can also be described as any medium that can play video

advertisements in various formats and resemble TV in terms of the forms and effects of

advertising. Therefore, they can be called TV media in the broad sense.

As typical “large video media”, TV, online videos and in-building LCDs have unique

advantages in terms of dissemination environment, duration of dissemination, and

frequency of exposure.

LCDs in Buildings

Subway Bus

Cinema

9

Not only are large video advertisements better received by the consumers, they also have

comparative advantages in terms of emotionally intelligent communication, brand

awareness enhancement, brand image building and purchase stimulation.

The target audience confirms the advantages of large

video advertising

77

72

69

78

73

68

74

75

73

73

70

76

68

57

74

68

66

75

67

64

69

70

70

71

65

72

64

52

I am often attracted by the advertised content

I like this type of advertising

This type of advertising is often delightful

This type of advertising is informative

This type of advertising is very appealing

I can recall the advertised content after the lapse…

This type of advertising leaves me a deep…

This type of advertising is generally credible

This type of advertising is stylish

This type of advertising is used by strong brands

This type of advertising is authoritative

This type of advertising helps me choose products

The brands advertised this way have a greater…

This type of advertising stimulates my desire to…

Large video advertisements

△3

△4

△3

△3

△6

△4

△5

△5

△3

△2

△5

△4

△4

△5

Note: the large video advertisements in this page include TV advertisements, Internet video advertisements, in-vehicle

LCD advertisements, building LCD advertisements and in-store LCD advertisements; non-large video advertisements

include banner advertisements, search engine advertisements, SMS/MMS advertisements, newspaper advertisements,

magazine advertisements, outdoor signs, and vehicle graphics.

Consumer perception of different

forms of advertising

Data source: Panmedia Institute, PMI Touchpoints Survey 2012

Well liked and

Followed

Emotionally

intelligent

Communication

Brand

image

building

Purchase

stimulation

Brand

awareness

enhancement

10

Advertisers acknowledge the advantages of large

video advertising

80% of advertisers acknowledge that large video advertising is more effective than other

forms of advertising; 93% of advertisers plan to increase spending on large video

advertising; and 100% of advertisers think that large video advertising is an important part

of brand building.

15 persons

14 persons

14 persons

12 persons

9 persons

Advertisers/media companies’ perception of large video

advertising

100%

93%

93%

80%

60%

Note: A total of 15 respondents from advertisers/media

companies participated in this survey.

Large video advertising

View

“The large video advertising, which

features the great combination of video,

audio, plot and actor performance,

delivers a consumer impact that cannot

be achieved by any other form of media

advertising and leaves the audience a

deep impression of the ad plot and

the brands advertised. ”

- An anonymous advertiser

Extensive coverage

Emotionally intelligent

communication

Brand awareness enhancement

Brand image building

Purchase stimulation

24

2

57

7

88

35 33

22

33

7

75

21

98

78

50

35

0

20

40

60

80

100LCD non-viewers LCD viewers

11

In-building LCD advertising can help greatly in brand

building

A spot survey on 18 in-building LCD screens (with data collected through interception of office

workers in the host buildings) finds that, according to a comparison between the office

workers who have not watched the LCD advertisements and those who have watched them,

in-building LCD advertisements have a remarkable role in improving the advertised brands in

all brand key performance indicators, especially in terms of Unaided Awareness of Mother

Brand, Purchase Consideration and Sub-brand Awareness.

Compared with those who have not watched the in-building LCD advertisements, those who

have watched them have a 9% improvement in Top-of-mind Awareness (TOM) of the brands

advertised, 18% improvement in Unaided Brand Awareness (UBA), 10% improvement in

Aided Brand Awareness (ABA), and 17% improvement in Purchase Consideration for the

products advertised.

Top of Mind

-Mother Brand

Top of Mind

-Sub Brand

UBA

-Mother Brand

UBA

-Sub Brand

ABA

-Mother Brand

ABA

-Sub Brand

Purchase

Consideration

-Mother Brand

First Purchase

Consideration

-Mother Brand

△9 △5 △18 △14 △10 △43 △17 △13

Effect of in-building LCD advertisements on brand enhancement

Data source: Millward Brown’s LCD Norms (China), 2010-2012

Note: Data collection is through passers-by interception in office buildings. Delta = LCD Viewers – LCD Non-Viewers

12

One-time online video advertising exposure has a

significantly greater brand impact than a display

advertisement

The China database of Millward Brown AdindexTM finds through cookie tracking and

comparative testing that one online video advertising exposure can increase online

ad awareness and message association by 7%, far outperforming display advertising

in all brand key performance indicators.

On average, one online video exposure (identified by cookies) can increase brand

awareness by 1.8%, ad awareness by 7.0%, message association by 7.0%, brand

favorability by 2.7%, and purchase intent by 2.2%.

It should be noted that the research methodologies of office LCD ads and online video

ads are not exactly the same. Therefore, the two sets of data cannot be compared

directly.

-2

0

2

4

6

8

10

BrandAwareness

Online adAwareness

MessageAssociation

BrandFavorability

PurchaseIntent

!+0.7

!+2.7

!+0.8

!-0.5

!+0.7 !+1.8

!+7.0 !+7.0

!+2.7 !+2.2

Bra

nd

Im

pact

Delt

a (

%)

Display Ad F=1 (N=69) Online video ad F=1 (N=40)

Data source: Millward Brown’s MarketNorms®,Greater China Norm Brand Impact Delta= Exposure- control

Brand impact comparison between pre-roll ads and display ads

Chapter 2

Large video media Integration as an

Irresistible Trend

Although TV remains the most influential media, the steady decrease

of its turned-on rate and the people’s time watching it is a fact beyond

dispute. The segmentation in media is still going on.

Large video advertising is effective and, for Chinese marketers, the

integration of large video media is an inevitable trend, which is driven

by the following factors:

Rising cost and decreasing reach of TV advertising

Large video advertising as a supplement to TV advertising

24-hour coverage

Supplementation in communication roles

-0.14 hour

0.17 hour

0.22 time

2011-2012

Time and frequency of media use (daily average)

14

Media segmentation continues as the use of TV media

goes steadily down

The fundamental reason of “multi-screen encirclement” is the segmentation of the

audience and the time they spend in front of the screens.

With the growing diversity of consumer needs, the consumer group is becoming more

diversified, leading to the segmentation of target audience.

It is apparent that consumers are spending less time both in their private and fixed spaces,

and it is a norm for them to shift between different time and space, so they end up spending

less time on certain type of media. Therefore, both the time and space with the media

become scattered.

TV

Online Videos

Office LCDs

There was a decrease in the use of TV in

2012 over 2011, and an increase in the time

and frequency of the use of new media.

Data source: Panmedia Institute, PMI Touchpoints Survey 2012

i.e. 8

minutes

i.e. 10

minutes

15

Integration of large video media is demand-driven

Large video advertising is effective and, for Chinese marketers, the integration of large video media

is an inevitable trend, which is driven by the following factors:

1. Rising cost and decreasing reach of TV advertising. As far as ROI is concerned, the

multiple increase of advertising cost year on year from traditional TV media has posed a

major challenge to the advertisers, when they are doing the media budget.

2. Expanded scope of reach. TV, office LCDs and online videos each have their own focus

of coverage, with office LCD ads targeting office workers aged between 20-45, online video

ads targeting younger people, and TV ads mainly targeting mid-aged and senior people.

3. 24-hour coverage. In terms of the video media’s time coverage, office LCDs mainly covers

working hours, with the LCDs in shopping malls being the most effective in weekends, and

the case of TV is more complicated, which attract high-quality consumer groups mainly during

the prime hours.

4. Supplementation in communication roles. Different types of video media play different

roles in brand building. TV has an obvious advantage in increasing brand awareness on a

large scale; office LCD gives the advertised brands the image of a medium to high-end brand

image and stimulates consumer purchases of their products; online video ads is more efficient

in interactive information dissemination; and the LCD ads in shopping halls have a more

immediate effect in stimulating the consumers’ purchase intent and translating it into actual

purchasing decisions.

ROI

Time

coverage

Audience

reach

Geographical

coverage

Advertising

effect

Note: all the views above are cited from the respondents from advertisers/media companies participating in the "qualitative

survey of advertisers/media companies" in this research.

16

Advertisers embrace integrated large video advertising

2 persons

3 persons

5 persons

5 persons

1 person

五屏

四屏

三屏

两屏

一屏

Number of screens involved in a typical

advertising campaign

5 Screens

4 Screens

Note: 1. “screens” include TV, in-building LCDs, online videos, in-vehicle LCDs, and LCDs

in shopping malls.

2. One respondent mentioned two typical methods of video media combination.

Only by integrating the advantages of the individual large video media and re-clustering the

segmented audience can multi dimensional and seamless communications and maximization of

ROI be achieved.

At present, nine tenths of advertisers have implemented integrated large video advertising:

Maximization of advertising reach and multi-time exposure based on the video-watching

habits of the target consumers are the primary considerations of advertisers in implementing

integrated large video advertising.

14 respondents (93%) stated that they used integrated large video advertising in their typical

marketing campaigns in 2012, using three screens on average each time.

12 respondents (80%) stated that their integrated video advertising used the combination of

TV, office LCDs and/or online videos, which are also the most commonly used large video

media for integrated advertising.

All respondents (100%) agree that integrated large video advertising achieves excellent

synergy. Looking forward, 100% of respondents stated that they will adopt integrated large

video advertising.

3 screens/campaign on average

View

“A good advertising portfolio combines

TV, office LCDs, Internet and Subway

because they are mutually

supplementary and interactive. The best

policy is to follow the consumers

wherever they go. ”

- An anonymous advertiser

13%

20%

33%

33%

7%

3 Screens

2 Screens

1 Screen

Chapter 3

Multi-screen Advertising Optimization

GRP measurements and MixReachTM are scientific tools for integrated video advertising

planning.

For advertisers to address the dilemma in integrated large video advertising, we suggest that

they choose the GRP measurement system to achieve scientific multi-screen advertising

planning and advertising effect measurement.

For online videos and office LCDs, the IGRP system and the Infosys OOH GRP system

have been established following the principles of TV GRP measurement to achieve

integrated cross-screen measurement and planning of TV, online video and office LCD ads.

On the basis of the unified GRP measurement system, MixReachTM can optimize the

overall cross-screen reach to help advertisers achieve higher ROI.

18

The GRP system supports cross-media measurement

of advertising effect

A cross-screen advertising planning system has at its core a unified multi-screen

measurement system. The GRP system covers all screens with unified standards.

GRP (Gross Rating Point) is a percentage number measuring the effect of an

advertisement. IGRPs quantify impressions as a percentage of the audience reached and

the reach times. This provide the basis for comparison and integration of different screens

in terms of advertising effect.

GRP represents the degree in which an advertisement is positively received by the

audience. For a given TV advertisement, if it is broadcast five times and watched by 50%

of the target audience, then its GRPs are 250 (here one GRP can be understood as one

percentage point)

Target Audience Reach Frequency

Who are they

talking to?

How many

people will they

talk to?

How much

will they talk

about it?

GRP

(TRP) = X In

19

GRP Measurement for Various Videos

• In China, an increasing number of screens are using GRP measurements based on

widely recognized industry standards.

• TV ads mostly use the Infosys TV GRP measurement system

• Office LCD ads use the Infosys OOH GRP measurement system

• Online video ads uses a GRP system provided by AdMonitorTM of Miaozhen

Systems.

TV Online Video Office LCD

20

MixReachTM plans cross-screen advertising

Ideally, measuring all media on the basis of the same panel can deliver cross-screen

advertising planning, but this is not possible in reality. The MixReachTM developed by

Miaozhen Systems and Millward Brown uses an innovative cross-screen advertising

planning system.

This system, which is based on cross-screen media behavior investigation and

existing single-screen media GRP measurement data, comprehensively calculates

the single screen-based and overall GRP data under different media combinations

and arrive at an optimized integrated cross-screen advertising plan. The following is

the detailed calculation process.

– Calculating the media reach on the basis of the advertising budget and Reach

Curve

– Unifying the media’s universe to cover all target groups

– MixReachTM uses the probability-space method to estimate the overall reach of

the media combination. This method achieves the integrated reach calculation

for heavy, medium and light users and also supports the integrated reach

calculation for users operating at different frequencies.

TV Curve

Online Video Curve

LCD Curve

Combined with investigation

data

21

MixReachTM optimizes integrated media advertising

MixReachTM helps advertisers achieve the following goals:

1. Reduced Budget. When the expected reach is fixed, MixReachTM helps advertisers

achieve that reach at the minimum budget through a flexible combination of advertising

media.

2. Improved efficiency. When the total budget is fixed, MixReachTM helps advertisers

achieve the maximum advertising effect at that budget through an optimized advertising

plan.

3. Optimized budget allocation. When the total budget and the sub-budget for TV

advertising are fixed, MixReachTM helps arrive at the optimized advertising plan under the

pre-fixed conditions.

4. Synergized advertising effect. When the effect of a type of media advertising is not

adequate, MixReachTM helps the advertisers introduce other types of media advertising to

get the optimum ROI.

5. Take a two-screen advertising as an example. For a given target audience, media A

and B lead to different mix reaches at different GRP combination, and there are multiple

combinations that lead to the same 60% mix reach, as shown in the table below.

Combination 1: media A 800GRP = media B 200GRP

…

Combination N: media A 350GRP + media B 600 GRP

With this correspondence between GRP and cost, we can identify the optimum

combination.

Mix Reach Media A

GRPs 50 100 150 200 250 300 350 400 450 500 550 600

Media

B

GR

Ps

Rch

% 16 32 40 45 50 54 58 61 64 67 69 71

50 13 27 41 48 52 56 60 63 66 69 71 73 75

100 21 34 46 52 57 60 63 67 69 71 74 75 77

150 27 38 50 56 60 63 66 69 71 73 75 77 78

200 32 42 53 59 62 65 68 71 73 75 77 78 80

250 36 46 56 61 65 68 70 73 75 76 78 80 81

300 40 49 59 64 67 70 72 74 76 78 80 81 82

350 43 52 61 65 68 71 73 76 77 79 81 82 83

400 46 54 63 67 70 73 75 77 78 80 82 83 84

450 49 57 65 69 71 74 76 78 79 81 82 83 84

500 51 58 66 70 72 75 77 79 80 82 83 84 85

550 52 60 67 71 73 75 77 79 81 82 83 84 85

600 53 60 68 71 74 76 78 80 81 82 84 85 86

Chapter 4

Multi-screen integration to

increase ROI

Factors affecting multi-screen integration include basic factors and strategic factors：

Basic factors include price, reach curve and target market

and audience.

Strategic factors include budget level, ways to increase

ROI (increasing efficiency or saving budget) and

advertising objectives (immediate reach or effective

reach).

Discovery of market simulation in 7 industries and 6 cities：

With a big budget, 622 mix can increase 3+ reach by 25%,

while 433 mix can increase 3+ reach by 30%；

With a big budget, 622 mix can save cost by 38%, while

433 mix can save cost by 41%.

With a medium-sized or small budget, a non-TV mix can

increase reach by as much as 80%.

23

Basic and strategic factors affecting multi-screen

integration and optimization

Multi-screen integration and optimization are subject to many factors.

The following basic factors need to be taken into account, and this has something to do with the market environment, media purchase and ability to optimize.

Reach curve：the curve of media investments and reach rate.

Price： media price per GRP.

Target audience：target market and audience.

The following strategic factors also need to be taken into account, and this is closely related to every advertiser:

Budget level：in the context of a very big budget or a relatively medium-sized or

small budget, in order to achieve higher reach rate or frequency, different media

mixes are chosen to achieve better and more efficient results;

Ways to increase ROI：depending on whether cross-media integration is used to

increase efficiency or save budget, different media mixes are chosen to achieve

higher ROI;

Advertising objectives：the most extensive reach or effective reach. Effective reach

often takes 3+ reach as an objective.

Target

(market and

audience)

Reach

curve

Price

Basic factors Strategic factors

Budget level: Big or medium-sized and small

ROI increase direction: Increasing

efficiency or saving budget

Advertising objectives:

Extensive reach or effective

reach

24

Deploy MixReachTM to find the best investment

portfolio

This study will deploy MixReachTM for a simulation to find the best big-screen

media mix.

Studied media：

TV

Pre-roll

Office LCD

Industries：alcoholic beverage, skincare, mobile phone, baby care, home

furnishing, beverage, food

Market：Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu

Basic factors：

Reach curve：pre-roll reach curve provided by Miaozhen Systems’

AdmonitorTM , TV reach curve provided by Infosys and office LCD reach

curve provided by Infosys OOH.

Price：average market price.

Target audience：typical target audience in industries.

Strategic factors：

Budget：the costs of 40% and 20% TV 3+ reach are respectively defined as

relatively big budget and medium-sized or small budget.

Objectives ：separate comparisons of efficiency increase and cost saving.

Comparison of advertising results：take 3+ reach (effective reach) as a

major objective.

Given the numerous mixes of the three types of media, to simplify the

comparison, the following mixes are used for a test：

100 TV: 100% investment on TV

811 Mix: with the same amount of investment, 80% on TV, 10% on office

LCD and 10% on pre-roll

622 Mix: with the same amount of investment, 60% on TV, 20% on office

LCD and 20% on pre-roll

433 Mix: with the same amount of investment, 40% on TV, 30% on office

LCD and 30% on pre-roll

055 Mix: with the same amount of investment, 50% on office LCD and 50%

on pre-roll

25

With a budget for 40% TV 3+ reach, it is discovered by comprehensive estimation in 7 industries and 6

cities that: in the case of a 622 mix (60% TV, 20% pre-roll and 20% office LCD) advertising, 3+ reach

increases from 40% to 50% (with a ROI increase of 25%), while 1+ reach increases from 62% to 77%

(with a ROI increase of 24%).

With a big budget, 622 mix can increase efficiency by 25%

62%73% 77% 78%

40% 44% 50% 52%

100 TV 811 Mix 622 Mix 433 Mix

Average reach of media mix in 7 industries and 6 cities

1+ Reach 3+Reach

Data：estimated by MixReachTM. Actual results are subject to target audience, actual reach curve and prices. 7 industries include：alcoholic beverage, skincare, mobile phone, baby care, home furnishing, beverage, food 6 cities include：Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu

Calculated by

622 Mix

622 mix works in most of the industries.

26

With a big budget, 622 mix can save cost by 38%

With 40% 3+ reach as an objective, it is discovered by comprehensive estimation in 7 industries and 6

cities that 622 mix (60% TV, 20% pre-roll and 20% office LCD) advertising can save cost by 38%.

-25%

-38% -41%

-100%

-80%

-60%

-40%

-20%

0%

100TV 811 mix 622 mix 433 mix

Co

st-s

avin

g p

erc

en

tag

e

Cost saved through media mix in 7 industries and 6 cities, with 3+ reach as a standard

Calculated by

Saving costs 811Mix 622Mix 433Mix

Alcoholic beverage -35% -49% -50%

Skincare -24% -40% -35%

Baby care -21% -28% -28%

Home furnishing -21% -46% -43%

Food -21% -45% -62%

Mobile phone -32% -38% -43%

Beverage -19% -19% -29%

Data：estimated by MixReachTM. Actual results are subject to target audience, actual reach curve and prices. 7 industries include：alcoholic beverage, skincare, mobile phone, baby care, home furnishing, beverage, food 6 cities include：Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu

45%51% 54% 55%

20% 21% 22% 22%

100 TV 811 Mix 622 Mix 433 Mix

Average reach of media mix in 7 industries

and 6 cities1+ Reach 3+Reach

27

With a medium-sized or small budget, non-TV multi-

media mix achieves better results

With a budget for 20% TV 3+ reach, a 622 mix (60% TV, 20% pre-roll and 20% office LCD)

advertising can increase 1+ reach by 54% and 3+ reach by 22% on average in 7 industries and 6

cities. ROI can be increased by at least 22% .

Non-TV multi-media mix (50% pre-roll and 50% office LCD) advertising can increase 3+ reach by

80% and achieve a better result.

Calculated by

45%

70%

20%37%

100 TV 055 Mix

Average reach of media mix in 7 industries and 6 cities with the same

amount of cost1+ Reach 3+Reach

non-TV mix 50% pre-roll 50% office LCD

Data：estimated by MixReachTM. Actual results are subject to target audience, actual reach curve and prices. 7 industries include：alcoholic beverage, skincare, mobile phone, baby care, home furnishing, beverage, food 6 cities include：Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu

Chapter 5

Integrated big-screen advertising

cases

In the case of P&G Olay body wash, a large amount of TV advertising

was used, along with brief office LCD advertising in Guangzhou and

pre-roll advertising in Shanghai.

•Study shows in this case, big-screen media mix has delivered

good advertising results：

– The event achieved an overall recognition of 78% in Guangzhou and

73% in Shanghai.

– The event has effectively improved brand index of Olay：it has

increased TOM&UBA of the Olay mother brand and its purchase

consideration and the ABA of the sub brand.

• In this case, various video media have played a visible but different

and mutually complementing communication role:

– TV has been the major source of recognition of this event, and a major

player in improving popularity and purchase of the mother brand；

– Office LCD has played a big role in complementing event coverage,

reach frequency and improving most of the brand index, including ABA,

PI, rational information delivery and emotional predisposition；

– Pre-roll has played a considerable role in increasing reach frequency of

the event and improving some of the brand index, including mother brand

UBA and sub brand PI.

29

Case background and study objectives

The Olay body wash was upgraded to Olay Beauty (Cobra) in November

2012 with brand new packaging and chose to advertise the brand

represented by the Olay Beauty Moisture series through TV advertising,

brief office LCD advertising in Guangzhou, pre-roll advertising in

Shanghai and virus advertising, with a view to achieving the objectives of

building recognition of the upgraded brand, promoting the effects of the

products and encouraging purchase in a more effective way through big-

screen media mix.

By working with P&G, Millward Brown adopted an approach of pre- and post-

campaign comparison (executed in an interval of 2 months in accordance

with the advertising cycle) to assess the results of the overall campaign of

the Olay Beauty Moisture series and the three types of video media (TV,

pre-roll, office LCD) used.

30

Big-screen media mix advertising can effectively expand

advertisement reach and increase exposure frequency

In the process of office LCD advertising, it can complement 5% of recognition to reach

rate, which means office LCD plays a major complementary role to TV in terms of

advertisement coverage.

•TV and office LCD have an overlapping coverage of 40%（1st & 2nd Post）, and to a

large extent office LCD effectively and quickly increases the campaign exposure

frequency, which means office LCD is good at complementing TV exposure

frequency in a short time span.

1st Post (BASE: 500) Unexposed 26%

TV 68% Virus 6% Office LCD 46%

TV + LCD 40%

All channels 5%

Only LCD 5%

Only TV 26%

TV + Virus 6%

Media 3 weeks after campaign launch

2nd Post (BASE: 500) Unexposed 22%

All channels 4%

Only LCD 3%

Only TV 33%

TV + LCD 40%

TV + Virus 5%

TV 75% Virus 5% Office LCD 43%

Media recognition 2 months after campaign launch

31

Big-screen media mix advertising can effectively expand

advertisement reach and increase exposure frequency

TV and pre-roll have an overlapping coverage of 18% during the 1st Post and 22 % during

the 2nd Post. This indicates that pre-roll can add to TV exposure frequency to some

extent.

1st Post (BASE: 100)

TV 63% Pre-Roll 19% Virus 3%

All channels

3%

TV + Pre-Roll 18%

Only Pre-Roll

1% Only TV

45%

Unexposed 35%

Media 3 weeks after campaign launch

All channels 0.8%

TV + Virus 1%

Only Pre-Roll 1% TV + Pre-Roll

22% Only TV 49%

2nd Post (BASE: 400)

TV 71% Pre-Roll 23% Virus 1%

Unexposed 27%

Media recognition 2 months after campaign launch

Brand

Awareness

Mother

Brand

UBA

Sub Brand

ABA

Rational Information Delivery

Emotional Predisposition

Purchase Intent

Mother

Brand(purc

hase

considerati

on）

Sub Brand

（PI, Top1)

32

Big-screen media mix advertising is better at brand

building

The performance of big-screen media mix advertising in improving most of the

brand indices is significantly better than TV advertising alone.

TV and office LCD mix does significantly better in improving sub brand ABA and PI,

rational information delivery and emotional predisposition than TV advertising alone.

TV and pre-roll mix does better in improving mother brand UBA and sub brand PI than

TV advertising alone.

The three types of media play different communication roles and complement

each other in results: TV delivers visible results in mother brand enhancement; office

LCD delivers considerable results in sub brand building, rational information delivery

and emotional predisposition; while pre-roll does well in improving mother brand

awareness and sub brand PI.

Note： 1. Rational information delivery and emotional predisposition data is

calculated through an average of their respective brand KPIs data. 2. 2. The above data is based on 2nd post-campaign test. signifies the visible difference between the data of Only TV Viewer & TV+Pre-Roll Viewer or Only TV Viewer & TV+LCD Viewer with a 90% credibility.

Guangzhou Shanghai

33

Big-screen media mix advertising delivers significant

results in brand enhancement

In Guangzhou, in the course of TV and office LCD mix advertising (1st Post，three weeks

of office LCD campaign), TOM&UBA and first purchase consideration of Olay mother brand

and ABA of sub brand Olay Beauty Moisture have improved significantly over the pre-

campaign period.

In Shanghai, in the course of TV and pre-roll mix advertising (2nd Post, two months of pre-

roll campaign), TOM&UBA and purchase consideration of Olay mother brand have improved

to some extent over the pre-campaign period.

Top of Mind

- Mother Brand

UBA

- Mother Brand

ABA

- Mother Brand

ABA

- Sub Brand

Purchase

Consideration

-Mother Brand

First Purchase

Consideration

-Mother Brand

* signifies the visible difference between pre, 1st post and 2nd post data

with a 90% credibility.

Shan

ghai

（TV+ P

re-ro

ll) 1st Post (BASE:100)

Pre (BASE:260)

2nd Post (BASE:400)

1st Post vs. Pre

Gu

angzh

ou

（TV+

LCD

)

2nd Post vs. Pre

1st Post (BASE:500)

Pre (BASE:240)

2nd Post (BASE:500) LCD stoppage for 5 weeks