Growing More

with Less
KANT AR – G R OWING MOR E WIT H L ESS

With Home as lifestyle

Hub, there is more screen
time and increasing
demand of frictionless
consumer journey

70%
Of consumers in SEA increased their
Internet Surfing versus previous month
(Sep 2020)

Source: Kantar COVID-19 Global Barometer 2020

KANT AR – G R OWING MOR E WIT H L ESS

Purpose of this
Meta Analysis 1 Cost effectivity in driving Reach by
TV vs Digital touchpoints

A collaboration between Kantar and Facebook to

understand the impact of Multi-Media Campaigns
Cost effective touchpoints in driving
on Brand from Kantar’s CrossMedia SEA database 2 impact for different KPIs by
(2016-2020).
touchpoints across the years
We will cover 3 key analyses on how Digital
touchpoints are becoming more important and
how they can be leveraged by the advertisers to Identifying minimum reach and weekly
continue to build their brands across SEA. 3 frequency for Facebook to have an
optimal impact on the brand

Sample Size: 64 SEA campaigns from Kantar’s proprietary CrossMedia Research Database 2016-2020, covering
Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam
KANT AR – G R OWING MOR E WIT H L ESS

In recent years, Digital channels with increasingly higher

share of spends are continuously reaching more
audience, and have surpassed TV’s average reach
T OU CH P OINT S R EACH VS SH AR E OF SP ENDS (SOS)

100% 100%
85% 88%
90% 83% 90%
77%
80% 80%
68% 77%
70% 70%

Investment %
Reach %

60% 60%
50% 42% 50%
35% 32% 38%
40% 33% 40%
28%
30% 30%
20% 20%
10% 10%
0% 0%
2016-2017 2018 2019-2020

TV Share of spends Digital Share of spends TV Reach Digital Reach

KANT AR – G R OWING MOR E WIT H L ESS

Ads on both Facebook and YouTube are continuously

reaching more audience, while TV is declining…

T OU CH P OINT S R EACH VS SH AR E OF SP ENDS (SOS)

100% 100%

90% 85% 83% 90%

77%
80% 80%

63% 66%

Investment %
70% 70%
65%
Reach %

60% 51% 60%

50% 44% 50%

40% 35% 36% 33% 40%

28%
30% 30%

20% 20%
11% 10% 10%
10%
7% 8% 6% 10%

0% 0%
2016-2017 2018 2019-2020

Facebook
TV Share of spends Facebook Share of Spends YouTube Share of Spends TV Reach YouTube Reach
Reach
KANT AR – G R OWING MOR E WIT H L ESS

Facebook and YouTube are more than 2x more cost

effective than TV in driving Reach.

T OU CH P OINT S R EACH P ER 1 % INVEST MENT VS SH AR E OF SP ENDS (T V VS DIG IT AL )

100%
14%
90%
Reach per 1% Investment

12% 80%
70%

Investment %
10%
60%
8% 7% 7%
7% 50%
6% 7% 40%
4% 6%
35% 30%
4% 33% 3% 3%
2% 28% 20%
2%
11% 10% 10% 10%
7% 8% 6%
0% 0%
2016-2017 2018 2019-2020

Facebook
TV Share of spends Facebook Share of Spends YouTube Share of Spends TV Reach YouTube Reach
Reach
KANT AR – G R OWING MOR E WIT H L ESS

Next, we will move on to analyse how

the impact on various KPIs shifted
across the years by each channel
AWARENESS
Includes measures such as Top of Mind
Awareness, Unaided Awareness

ASSOCIATION
Covers emotional brand perceptions and functional
associations such as product features and benefits
identified as campaign KPIs

MOTIVATION
Includes Usage, Brand Consideration which are
linked to purchase and Kantar’s Meaningfully
Different measures(where relevant)
KANT AR – G R OWING MOR E WIT H L ESS

Digital channels are continuously delivering higher

share of Brand Impact, compared to TV

AVER AG E SH AR E OF IMP ACT ON B R AND KP IS = AWAR ENESS, ASSOCIAT ION, MOT IVAT ION (T V VS
DIG IT AL )
100% 100%
Average Share of Impact

90% 90%
80% 80%
63% 67%

Investment %
70% 70%
60% 60%
50% 45% 50%
40% 40%
30% 22% 19% 30%
18%
20% 20%
10% 10%
0% 0%
2016-2017 2018 2019-2020

TV Share of spends Digital Share of spends TV Share of Impact on Brand KPIs Digital Share of Impact on Brand KPIs
KANT AR – G R OWING MOR E WIT H L ESS CAMP
% WH EN
AIGSH
N IMP
OP PACT
ER S BST
Y AR
L EVEL
T P L OF
ANNING
DIG IT AL SP ENDS
9. 9 SAL ES DAY

1 : Invest more digital

channels Low Digital Spend High Digital Spend
(>25%)
(≤25%)
Digital led campaigns (with higher share of spends)
were delivering better impact across the brand
funnel, notably, 1.5x better motivation to purchase
9.2%

Campaign Impact
7.6% 7.9%
6.7% 6.4%
6.0%

Awareness Association Motivation

Number of Cases : Low Digital Spends (24), High Digital Spends (42)
KANT AR – G R OWING MOR E WIT H L ESS % OF
WH CAMP
EN SHAIG
OP PNS
ERWH
S ST
ICH
AR AR
T PEL ANNING
COST EF F ECT IVE B Y T V
9. 9AR
SH SAL
E OF
ES DAY
SP END

2 : Plan for maximum of

50% share of spends on TV Up to 75%
When TV is planned for higher than 50% 30%
share of spends, it becomes less cost share of spend
effective

30%- 55%
50%
share of
spend

50%+ 27%
share of
spend

Source: Kantar CrossMedia Database 2019

Number of campaigns for TV: 55 / 99 / 444
KANT AR – G R OWING MOR E WIT H L ESS

Zooming into recent 2 years, digital channels’ cost

effectiveness is better, specifically Facebook for
Association and Motivation
AVER AG E SH AR E OF IMP ACT ON B R AND KP IS (2 01 9 T O R ET U R N ON INVEST MENT S ( 2 01 9 T O 2 02 0)
2 02 0)
TV Share of Impact TV (ROI)
Facebook Share of Impact 2.50
Facebook (ROI)
YouTube Share of Impact YouTube (ROI)
2.00
28% 1.66
25%
1.50
17% 17% 1.25 1.22
12% 1.11
12% 1.02
12% 1.00 0.90 0.93
10% 10%
10% 11% 0.62
9…
0.50 0.42

0.00
Spends Awareness Association Motivation Awareness Association Motivation
KANT AR – G R OWING MOR E WIT H L ESS F ACEB
% WH EN
OOKSH SH
OP AR
P ER
E SOF
STIMP
AR TACT
P L ANNING
B Y R EACH
9. 9 SAL ES DAY
Reach less than 60% Reach more than or equal to 60%

3 : Plan Facebook for at 1.8x 1.3x 1.1x

least 60% or more Reach,

15% 15%

Share of Impact
13%
11% 12%
8%
≥ 2 frequency a week
Awareness Association Motivation

F ACEB OOK SH AR E OF IMP ACT B Y WEEKL Y F R EQU ENCIES

Frequency less than 2 Frequency more than or equal to 2

1.3x 1.3x 1.2x

15%

Share of Impact
14% 14%
11% 12% 12%

Awareness Association Motivation

Number of Cases : Low Digital Spends (24), High Digital Spends (42)
KANT AR – G R OWING MOR E WIT H L ESS

Action Points

1
Shift your Media Budget towards
higher ROI impact platforms; Invest
minimum 25% on Digital

2
Invest max up to 50% share of spends
on TV

3
Plan Facebook at 60% Reach with 2x
frequency per week