GLOBAL NORMS

Unique database insights

into the relative effectiveness
of consumer contact points
for brands

-1-
 TOUCHPOINTS NORMS PAG
E
Paid, owned, and earned contact
norms by category & age group
4
Offline v online contact norms by
category & age group
11
Word of mouth offline and online
norms by category & age group
20
Buyers v non-buyers journey norms
for packaged goods and non-
packaged goods
28
Sources of brand experience
31

-2-
Source of data for the charts in this report
The following charts are based on the
data from 445 category specific surveys,
a total of 364,000 category buyer
interviews across 60 countries between
2013 and 2017

-3-
 TOUCHPOINTS NORMS FOR
Paid, Owned, and Earned contacts
by category and by age group

-4-
 The relative influence of paid, owned, and earned touchpoints by category
Earned and owned contacts have much higher influence per exposure than paid contacts. Paid contacts have highest
influence for apparel and telecoms brands, and lowest influence for pet care and household brands.
85

80 Earned
75
Average Owned
Influence 70

per exposure 65 Paid

on category
purchases 60

55

50

45

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

-5-
Av. brand recall from paid, owned, and earned touchpoints by category
Earned contact points generate higher brand recall than paid or owned contacts in over two thirds of categories. Recall for
telecoms brands is much higher than for brands in any other categories. Household brands have the lowest consumer recall.

25% Paid
Owned
20% Earned

Average
% brand 15%

recall
10%

5%

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

-6-
 Av. brand experience share of paid, owned and earned touchpoints by
category Paid contacts generate the most brand experience in most categories. Owned contacts generate highest brand
experience in retail, confectionery, baby care, beauty, household and pet care categories.

55% Paid

45%

% Brand Owned
Experience 35%

Share
25%
Earned

15%

5%

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

-7-
 Av. influence of paid, owned, and earned touchpoints by age group
As we get older the influence of paid contacts falls, while the influence of owned and earned contacts remains high.
80

75
Earned
70
Average
Influence 65 Owned
per exposure
60

Paid
55

50

45

40

35
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

-8-
Av. brand recall from paid, owned, and earned touchpoints by age group
As we get older our recall of brands falls across all paid, owned, and earned contact points.
15%

14%
Paid Owned Earned
13%

12%

11%
Average
% brand 10%

recall 9%

8%

7%

6%

5%

4%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

-9-
 Av. brand experience share of paid, owned and earned touchpoints by age
group Paid contacts generate the highest share of brand experience amongst people aged between 15 and 50. People aged
above 50 have greater experience of brands from owned contacts than from paid.
50%
Paid
45%

40%
Owned
% Brand
35%
Experience
Share 30%

25%

20%
Earned
15%

10%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 10 -
TOUCHPOINTS NORMS FOR
offline and online contact points
by category and by age group

- 11 -
 Av. influence of online and offline touchpoints by category
Offline contact points have higher average influence per exposure than online touchpoints in all categories except for travel.
80
Online touchpoints Offline touchpoints
75

70
Average
65
Influence
per exposure 60
on category 55
purchases
50

45

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 12 -
Av. brand recall for online and offline touchpoints by category
On average, offline contact points generate higher brand recall than online touchpoints in all categories except for apparel,
travel, and financial services.
25%
Online touchpoints Offline touchpoints
20%

15%

Average 10%
% brand
recall 5%

0%

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 13 -
 Av. influence of some key online and offline touchpoints by category
TV advertising has higher influence per exposure in 12 out of 17 categories. Internet search has higher influence than TV
advertising in telecoms, travel, automotive, financial services, and consumer durables
TV ads Internet search Social network ads Internet display ads Mobile phone ads/ promo
90
80

Average 70
Influence 60
per exposure
50
on category
purchases 40
30
20

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 14 -
 % of brand experience from offline vs online touchpoints by category
In all categories consumers have higher experience of brands from offline contacts than from online contacts.
100%
46% 43% 38% 36% 35% 33% 33% 32% 27% 23% 21% 20% 20% 20% 19% 13% 12%
90%
87% 88%
80%
Online
79% 80% 80% 80% 81%
77%
70% 73%
68%
Brand 60% 64% 65% 67% 67%
62%
Experience 57%
50% 54%
Share
40%
Offline
30%

20%

10%

0%

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 15 -
 Influence per exposure of for online and offline touchpoints by age
group The influence of most touchpoints falls as we get older. An exception is internet search which
increases in influence as we get older.
80

75

70

65 Internet search

Average 60 TV ads
Influence 55
Newspaper ads
per exposure 50
Magazine ads
45

40 Outdoor ads
35 Radio ads
30
Internet display ads
25

20
Social network ads

15 Mobile ads/ promo

10
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 16 -
Av. brand recall of online and offline touchpoints by age group
TV advertising generates higher brand recall than other touchpoints, offline and online, at all
ages.
30%

25%
Internet search

TV ads
20%
Average Newspaper ads

% brand Magazine ads

15%
recall Outdoor ads

Radio ads
10%
Internet display ads

Social network ads

5%
Mobile phone ads/
promo
0%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 17 -
 Av. influence of digital touchpoints by age group
Digital ‘activation’ contact points increase in influence as we get older. Demand/branding digital touchpoints decrease in influence as we
get older.
85

80
ACTIVATION Comparison websites
75 Brand website

Average 70 Cons opinion site/ blogs

Influence 65 Internet search

per exposure Email

60 Blogger review/reco

55 Brand video channel

Social network comments
50
Mobile apps
45
Social network page/app
40
DEMAND Internet video ads

35
Internet display ads
Social network ads
30
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 18 -
 Brand experience share from online and offline touchpoints by age group
In all age groups consumers have higher experience of brands (across all categories) from offline contacts than from
online contacts, and the level of experience from online contacts remains similar at all ages.
100%
24% 26% 27% 30% 30% 30% 31% 27% 23% 25%
90%
Online
80%

76% 77%
70% 74% 73% 73% 75%
% Brand 70% 70% 70% 69%
Experience 60%
Offline
Share 50%

40%

30%

20%

10%

0%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 19 -
 TOUCHPOINTS NORMS FOR
offline and online word of mouth
by category and by age group

- 20 -
 Av. influence of word of mouth touchpoints, online and offline, by category
On average, offline WOM contact points have higher influence per exposure than online WOM touchpoints in all
categories except for travel.
85
Online WOM touchpoints Offline WOM touchpoints #REF!
80

75

Average 70
Influence
per exposure 65

on category 60
purchases
55

50

45

40

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 21 -
Av. brand recall for word of mouth touchpoints, online and offline, by
category On average, offline WOM contact points generate higher brand recall than online WOM touchpoints in all categories
except for apparel, baby care, travel, and financial services.
20%
Online WOM touchpoints Offline WOM touchpoints
18%

16%

14%

12%
Average
% brand 10%

recall 8%

6%

4%

2%

0%

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 22 -
 % of WOM brand experience from offline vs online touchpoints by category
Across all categories, consumers have higher experience of brands from offline WOM contacts than from online WOM
contacts.
100%
43% 39% 35% 34% 33% 30% 27% 27% 24% 21% 21% 19% 18% 16% 15% 10% 10%
90%
90% 90%
80%
Online WOM 84% 85%
81% 82%
79% 79%
76%
70% 73% 73%
70%
Brand 60% 65% 66% 67%
61%
Experience 57%
50%
Share
40% Offline WOM
30%

20%

10%

0%

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 23 -
 Av. influence of word of mouth touchpoints, online and offline, by
age group
Offline WOM contact points have higher influence than online WOM touchpoints at all ages. Offline WOM contact influence
rises as we get older while online WOM peaks when we are 32 and then falls as we get older.
85
Online WOM Offline WOM #REF!
80

75

Average
70
Influence
per exposure 65

60

55

50

45

40
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+

Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 24 -
Av. brand recall for word of mouth touchpoints, online and offline, by
age group
Offline WOM contact points generate higher brand recall than online WOM contacts in every age group
18%
Online WOM Offline WOM
16%

14%

12%

Average 10%

% brand
8%
recall
6%

4%

2%

0%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+

Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 25 -
 % of WOM brand experience from offline vs online touchpoints
by age group
In all age groups consumers have higher experience of brands from offline WOM contacts than from online WOM
contacts. The level of experience from offline WOM contacts increases for people aged over 50.
100%
27% 24% 26% 29% 29% 28% 30% 21% 19% 19%
90%
Online WOM
80%
79% 81% 81%
70% 73% 76% 74%
71% 71% 72% 70%
60%
Brand
Experience 50% Offline WOM
Share 40%

30%

20%

10%

0%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+
Age

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 26 -
Word of mouth touchpoints, offline and online
OFFLINE WOM ONLINE WOM

Awards Blogger review/ recommendation

Beautician recommendations Consumer opinion sites/ blogs
Brand received as a gift from a friend Consumer reviews in online shops
Colleagues recommendations Expert reviews online
Expert recommendations Instant messenger comments
Friend-get-friend schemes Mobile check-in
Friends/ family recommendations Online articles
Independent reviews Online community sites
Kids/ family requests Relevant mobile phone sites
Personal use of the brand Relevant websites
Print articles Social network comments
Relevant magazines Social network likes
Relevant radio programmes Social network shares
Relevant TV programmes Video blogs
Salesperson recommendations Viral ads
Seeing others with the brand
Specialist one-to-one recommendations
Use of other products from the brand

Source: Touchpoints ROI Tracker, Global Norms 2013-2017

- 27 -
 TOUCHPOINTS NORMS FOR
BUYERS V NON-BUYERS OF
Packaged Goods vs Non-Packaged Goods

- 28 -
Av. brand recall for buyers v non-buyers of packaged & non-packaged goods
Buyers pay much more attention to brands than non-buyers. Non-CPG brands attract much higher recall than CPG (twice as
much amongst non-buyers). The Buyer Multiplier (difference in buyer v non-buyer recall) for CPG is x3.1 and for non-CPG is
x2.3.
40%

35% 33%
Non-Packaged
Goods
30%

Average 25% x2.3 +55%

% brand Packaged
recall
20%
Goods 21%
14%
15%

10% +109%
+109%
x3.1

7%
5%

0%

Non-Buyers Buyers

Source: Touchpoints ROI Tracker, Global Norms 2015-2017

CPG = 158 projects across alcoholic drinks, baby care, beauty, confectionery, food, household, non-alcoholic drinks, pet care, pharma
- 29 - durables, financial services, media & ents, retail, telecoms, travel, utilities
NON-CPG = 131 projects across apparel, automotive, consumer
Av. brand recall for buyers v non-buyers of packaged & non-packaged goods
Non-CPG brands attract higher recall than CPG brands at all points on the consumer journey.
40%
36%
35% 33%
Non-Packaged
%
--1177% ++3300% Goods
%
3%%
30% ++333 27% +52%
+52%
+37%
+37%
25%
Average 25%
Packaged
% brand %
++5555% 24% +56%
+56% Goods
23%
recall
20%
+65% --2277%
16% +65%
%
% ++3344%
%
++6600%
15% 17%
+51% 15%
+51%
%
10% ++4422%
10%
5%

0%
Non-buyer Aware Non-buyer Consider Buyer Recent Buyer Enjoy Buyer Consider

Source: Touchpoints ROI Tracker, Global Norms 2015-2017

CPG = 158 projects across alcoholic drinks, baby care, beauty, confectionery, food, household, non-alcoholic drinks, pet care, pharma
- 30 - durables, financial services, media & ents, retail, telecoms, travel, utilities
NON-CPG = 131 projects across apparel, automotive, consumer
TOUCHPOINTS NORMS FOR
Sources of Brand Experience

- 31 -
Contact type sources of consumer experience for the average brand
28% of consumer experience for the average brand is from online contacts.

Spons/ Events
One-to-One
(7.0%) Paid (44.0%)
(10.8%)
Advice/ Reco
(20.6%)

all Owned (38.6%)

Point of Sale
(25.9%)
categories
BRAND
EXPERIENCE Earned (17.5%)
Mass Media
(35.6%) for the average consumer

Online (28.3%) Offline (71.7%)

Source: Touchpoints Norms Database – All Projects

2013-2017 / 445 projects / 363,610 consumer interviews / 60 countries
- 32 -
1,114 projects MACRO CATEGORIES PROJECTS
Alcoholic Drinks 64
983,495 interviews Apparel 12
Automotive 58
14,791 brands
Baby Care 19
66 countries Beauty 160
Confectionery 68
241 clients Consumer Durables 101
330 categories Education 2
Financial Services 82
Food 118
Household 21
Media & Entertainment 13
Non-alcoholic Drinks 93
Pet Care 30
Pharmaceutical 44
Public Informations 9
Retail 67
Telecoms 118
Travel 25
Utilities 10
TOTAL 1,113

- 33 -

Ads at sports events
Ads near store
Ads/ leaflets in waiting rooms
Advertorial/ infomerical
Airport ads
Bus shelter ads/ other small
Catch-up TV
Celeb endorsement
Cinema ads
Co-brand activity
Colour supps ads
Colour supps ads by retailers
Comparison websites
Directory ads
E-reader ads
Event sponsor
Event sponsor by retailers
Facebook ads
Good causes sponsor
Gym/ club ads
Huge outdoor ads
i TV ads/ sites
Inflight media
Influencer online reco
Influencer posts
Instagram/ Pinterest ads
Instant messenger ads
Instore ads
Instore TV ad
Internet ads by retailers
Internet advertorial
Internet classified ads sites
Internet display ads
Internet print ads
The world’s largest database of contact point norms and trends
PAID
Internet radio ads
Internet search
Internet search ads
Internet video ads
Lite boxes/ screens
Local newspaper ads
Magazine ads
Magazine ads by retailers
Mass transit ads
Mass transit ads by retailers
Mobile game ads
Mobile phone ads/ promo
Mobile phone ads/promo by
retailers
Newspaper ads
Newspaper ads by retailers
Online directories
Outdoor ads
Outdoor ads - digital
Outdoor ads by retailers
Petrol station pump ads
Petrol station TV ads
POC ads
Print inserts by retailers
Print inserts/ leaflets
Print inserts/ leaflets by retailers
Print promo/ coupons
Product placement
Public facility sponsored by brand
Radio ads
Radio prog sponsor
Radio promos/ DJ reco
Relevant website ads
Retailer website ads
School ads
Snapchat brand video/ad
Social network ads
Specialist mag ads by retailers
Specialist magazine ads
Specialist website ads
Sponsored email
Sports sponsor
Train ads
TV ads
TV ads by retailers
TV ads in public areas
TV prog sponsor
TV screens in public areas
Twitter ads
Vehicle exteriors
Video game ads
Virtual reality
Website sponsor
Window display/ ad
OWNED EARNED
After sales service Google+ brand page Retailer app Awards
After sales service online Gym/ club sample/ demo Retailer catalogues Beautician reco
Augmented Reality Home visit from salesperson Retailer customer mag/ letter Blogger review/reco
Booklets/ info kits In-flight entertainment system Retailer email Brand received as gift frm friend
Brand blog/ forum Info on packaging Retailer promotion Colleagues reco
Brand event Instagram brand page Retailer stores Cons opinion site/ blogs
Brand rep reco Instore displays Retailer websites Cons reviews online shops
Brand staff Instore flyers/ catalogues Roadshows Expert reco
Brand store Instore owned posters Sample in magazines Friend-get-friend schemes
Brand transactional site Instore owned TV Sample to home Friends/ family reco
Brand video channel Instore owned window display Sample via internet Independent review
Brand website Instore product tester Sample with other products Instant messenger comments
Branded furniture Instore promo Seeing brand at checkout Kids/ family request
Branded merchandise Instore sales circular Seeing product at checkout Mobile checkin
Brochure/ catalogue Instore sample/ demo Seeing product in store Online community sites
Call centre/ help line Instore touch screen Seminars/ trade fairs Personal use of the brand
Catalogues online Internet brand video Shelf ads/ info Print articles
Classes Invitation Social network page/app Recommendation from a friend
Contest/ competitions Leaflets Social networking sites Relevant magazines
Coupons Loyalty card/ scheme Telesales Relevant mobile phone sites
Coupons at checkout Loyalty club online TV adv funded prog Relevant radio progs
Coupons on internet Mailed instore promos Twitter brand tweets Relevant TV progs
Coupons on mobile Micro blog for brand Vending machines Relevant websites
Coupons on package Mobile apps Salesperson reco
Customer mag/ letter Mobile SMS Seeing others with brand
Delivery/ branded vehicles Online promo Social network comments
Direct mail Package bundle Social network likes
Direct mail by retailers Packaging Social network shares
Display in public area Personal letter/ statement Specialist one-to-one reco
Email Pinterest brand page Twitter comment
Event demo/ trial Podcasts Use of other products frm the brand
Facebook brand page Postcards in public areas Video blogs
Field marketing Receipts Viral ads
Free gift with-purchase
- 34 Recipes/ menus