Branding and Performance: The best combination to reach your goals - Javier Muñoz
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Transcript of Branding and Performance: The best combination to reach your goals - Javier Muñoz
Branding y Performance:La mejor combinación
para alcanzar tus objetivos
Nada más empezaresta ponencia…
Ya os estoy engañando…
Branding…
Performance…
Realmente quiero hablaros de…
Ver
del consumidor
Creemos un “buyer persona”
Una definición
“Guerrero galode edad indefinida”
TV Radio
Media Mix
CorreoDirecto
CinePrintExterior /In-store
TV Digital e-Radio e-Publishing DTV VoD Digital OOH Email
Web TV Podcastingmicro
-PublishingOnline VoD Mobile OOH SMS / MMS
Buscadores Etcétera Etcétera Etcétera
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Existen otros consumidores
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
85,777,2 74,4
59,3
33,924,8
9,04,1
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos
Consumo de Medios
85,777,2 74,4
59,3
33,924,8
9,04,1
80,184,9
92,9
55,9
34,4
15,8
4,9 6,9
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Jóvenes 14 a 24
Consumo de Medios “Jóvenes”
85,777,2 74,4
59,3
33,924,8
9,04,1
90,8
67,8
48,0 51,2
30,926,7
10,92,5
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Seniors (55 y más)
Consumo de “Seniors”
85,777,2 74,4
59,3
33,924,8
9,04,1
86,8
73,768,0
55,2
36,1
22,0
10,23,5
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Amas de Casa
Consumo de “A.C.”
85,777,2 74,4
59,3
33,924,8
9,04,1
84,580,0 83,3
64,0
36,2
26,8
9,84,7
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Clases Medias
Consumo de “Clases Medias”
85,777,2 74,4
59,3
33,924,8
9,04,1
84,1 80,3 83,9
64,6
36,6
27,0
9,94,8
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Clases Medias y Altas
Consumo de Medios “M, MA, A”
584
223
108 104 102
3410 4
ConMedios
Televisión Internet Radio Exterior Revistas Diarios Suplementos
Min
uto
s al d
ía
9h 44’ 3h 43’ 1h 47’ 1h 43’ 1h 41’ 0h 34’ 0h 10’ 0h 4’
Tiempo de Consumo
“El móvil es el medio preferido para
conectarse a Internet para el 81% de los usuarios”
Tiempo de Consumo
9:44
+ +
6-8 h.
= 24horas
¿?
Sigamos ahondando
La TV ha muerto J
3:56
Consumo de TV
0:58 » 13.000.000
Consumo de TV
3:19
0:58
» 13.000.000
» 13.000.000
Consumo de TV
7:40
3:19
0:58
» 13.000.000
» 13.000.000
» 13.000.000
Consumo de TV
2591.100
5.325
13.274
9.374
16.816
41.210
29.373
2010 2011 2012 2013 2014 2015 2016 2017
Grp’s en TV de Apps
*
Grp’s en TV de Apps
41.210 Grp = 17.522.904.100contactos
Grp’s en TV de Apps
41.210 Grp = 17.522.904.100contactos
412 spots vistos
Tiempo en TV de Apps
22 días 3 horas 29’ 4”
El consumidor
El consumidor
Think / Do / Feel
El consumidor
Feel / Do / Think
Ejemplos
0
50
100
150
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400
450
0
10
20
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1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: WALLAPOP
0
50
100
150
200
250
300
350
400
450
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: WALLAPOP
0
25
50
75
100
125
150
175
200
225
250
0
10
20
30
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50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: CHICFY
0
25
50
75
100
125
150
175
200
225
250
0
10
20
30
40
50
60
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80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: CHICFY
0
25
50
75
100
125
150
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200
225
250
0
10
20
30
40
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60
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1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: CHICFY
0
10
20
30
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80
90
100
0
10
20
30
40
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1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: 21 BUTTONS
0
10
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1001/5/20
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/201
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/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
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8/24
/201
49/14
/201
410
/5/201
410
/26/20
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11/16/20
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12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: 21 BUTTONS
Objetivos
LOYALTY
TRIAL
CONSIDER
AWARENESS
DARI
Ejemplos
Ejemplos
Permitidme un anuncio…
Media Agency orientada a ROI“Tailor made media”
71
&
Tecnología + ROI Mindset+ de 150.000.000 clics diarios
Branding + Performance
+
1+1 = 3
Periodo de interregno
Branding + Performance
El consumidor
El consumidor
¡GRACIAS!
