GfK Media Efficiency Panel July 2010

Cadbury’s Chocolate Charmer Campaign results

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 Cadbury‘s Chocolate Charmer campaign

Chocolate Charmer Campaign media mix

YouTube
TV Homepage
Masthead
Share of budget

Online

TV

Facebook Reachblock YouTube Promoted

Videos
Facebook Fan Page

• The Chocolate Charmer campaign‘s purpose was to reinvigorate the

Cadbury brand association with authentic chocolate
• Campaign started in April 2010 and ran for 6 weeks Google Confidential and Proprietary
What is the Media Efficency Panel?

Monitors media
exposure & purchase MEP output
data
Offline media Online media
questionnaire exposure

• Cross media campaign reach

and incremental reach

• Uplift in sales as a result of

MEP campaign exposure

• Return on campaign
investment

Purchase data

• The only single source panel which can link online and offline media
exposure to offline sales
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Executive summary

• Online channels had an impressive total reach of 30.8%

• Online provided greater reach than TV when targeting 15-34 year olds

• Two thirds of the reach of YouTube was incremental to TV

• Online advertising has a significant impact on sales uplift

• ROI is higher online, best of all were YouTube promoted videos

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 Impressive reach of Online channels

Gross reach

58% All Online Main Shoppers 15-34

46%

35%

25%
19%

7%

TV YouTube Facebook
Average frequency:

4.1 | 3.9 3.6 | 3.7 10.7 | 11.8

• Total online reach = 30.8% (YouTube + Facebook)

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Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
 Online provided greater reach than TV when
targeting 15-34 year olds

15-34 year olds

31.4 % 14.7% 33.2 %

• 69.3% online contacts had no TV contact

• Online delivered 33.2% incremental reach
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Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597
 Two thirds of YouTube reach was incremental

Total audience

48.3 % 9.4% 15.9%

• 15.9% incremental reach of YouTube

• 62.5% of all YouTube contacts had no TV contact
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Source: UK Media Efficiency Panel 2010
 Online advertising generated a significant
sales uplift

Total audience

Online TV

80%
93%

20%
7%

Share of budget Incremental sales

• With only 7% of the budget, Digital contributed 20% of the sales uplift

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Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347
 ROI is higher online

Total audience

£3.71

£2.01

£0.60

TV Online YouTube Promoted

Videos
Return on Investment for every £1 media spend

• Online provided ROI almost 4 times higher than TV

• YouTube‘s promoted videos provided the best return of the entire campaign
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Source: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.
 10

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 Two – thirds of all online contacts had no TV
contact

All audiences

46.2 % 11.5% 19.3%

• Online delivered 19.3% incremental reach

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Source: UK Media Efficiency Panel 2010 TV- 171, Online 103
Definition of Ad Exposure and Purchase

Television Ad Exposure
The panellist was assigned a probability, based on media consumption
habits, to be viewing a programme in which the advertising was shown-
exposure is assumed.

Online Ad Exposure
An advertisement was downloaded by the panellist’s browser while they
were online. Exposure is known. In home internet usage only.

Purchase act
A panellist has registered a product brought into the home using their home
scanner. The purchase is definite, however it is possible that impulse
purchases consumed out of the home have not been registered.

Regression Model
A single source file is created with modeled media data, actual online data,
panel demographics and purchasing. A logistic regression model is used
incorporating promotions, loyalty and media contacts, with sales uplift and
drivers as output.

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