GawkerHP TouchSmart AdInsights Campaign Research - PowerPoint PPT Presentation

Title: GawkerHP TouchSmart AdInsights Campaign Research


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Gawker/HP TouchSmartAdInsights Campaign Research
August 2008
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Objectives and Methodology
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AdInsights Methodology
Test/Exposed Segment
Attitudinal Impact
Online Survey
Web Site Audience
Control/Unexposed Segment
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Stages of Advertising and Brand Development
Number of Individuals
Unaided and Aided Awareness Ad Recall
Message Association
Increasing Complexity and Value
Brand Attitudes Favorability
Intent
Preference
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Sample of Creative Units
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Key Findings

• Overall, the campaign was successful at educating
  respondents as awareness, association,
  favorability, and consequently intent metrics
  increased
• Furthermore, brand perceptions were boosted as a
  result of the campaign as agreement in all brand
  attribute statements significantly increased
• Frequency
• Significant increases were attained across the
  majority of brand metrics and attributes at 6-10
  exposures
• Persuasion metric increases maximized at 6-10
  exposures however, awareness and brand attribute
  agreement levels continued to increase at higher
  exposure frequencies
• Targets
• The campaign resonated well among early adopters
• Respondents who indicated that they are first to
  purchase new hi-tech products showed high levels
  of awareness, intent, and attribute agreement
• With regards to consumer electronics owned,
  increases were seen across all respondent/owner
  types
• Persuasion metric increases were not significant
  among digital camcorder owners
• Demographics
• The campaign resonated better among males,
  relative to females
• Age appears to be an important variable as most
  metric and attribute increases are negatively
  correlated with age
• The campaign performed best among the lowest
  income strata, respondents earning 45k or less
  annually
• Creative

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Recommendations

• Persuasion metric increases were not significant
  among digital camcorder ownersfuture campaigns
  may benefit from focusing marketing efforts
  towards this audience, emphasizing hp
  TouchSmarts home movie and video editing
  capabilities
• Touch-enabled widescreen offers fast, easy
  access to your photos, videos and music
• Hi-def widescreen for your viewing and editing
  pleasure
• Also, consider targeting older respondents in
  future campaigns as high baselines among the
  older age groups indicate strong affinity towards
  HP. This generation, however, may be reluctant
  to favor new touch-screen technology and need
  extra information regarding the benefits of HP
  TouchSmart technology. Boosting favorability
  among older respondents would likely boost
  results within the higher income brackets as
  well, as income is positively correlated with
  age.
• Maximize future branding opportunities by
  including the HP TouchSmart logo in every frame
  of the creative
• Place the HP TouchSmart logo in all frames of
  animation and place the logo at the top of the
  unit so that it is the first thing to grab
  peoples attention, even if the entire unit is
  not in eyeshot. If a person only glances at an
  ad partially, or for a moment, ensure the
  branding opportunity is maximized. This can be
  greatly enhanced by large and prominent logo
  placement

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Campaign Results
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Overall Brand Metrics

• Overall, the campaign was successful at educating
  respondents as awareness, association,
  favorability, and consequently intent metrics
  increased

3.3 pts
10.3 pts
4.3 pts
3.9 pts
4.5 pts
4.5 pts
c2003 e1744
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Overall Brand Attributes

• Furthermore, agreement with all of the brand
  attribute statements significantly increased

5.8 pts
5.4 pts
2.8 pts
5.5 pts
3.4 pts
c2003 e1744
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Frequency Analysis
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Frequency

• The distribution of respondents exposed multiple
  times is considerably higher than in a typical
  ADI sample, which is a very likely driver of the
  fantastic results

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Frequency

• Significant increases were attained across the
  majority of brand metrics and attributes at 6-10
  exposures
• Persuasion metric increases maximized at 6-10
  exposures however, awareness and brand attribute
  agreement levels continued to increase at higher
  exposure frequencies

Significant change at 95 confidence
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Segment Analysis
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Target Early Adopters

• The majority of the sample sometimes purchases
  new hi-tech products

Segment based on the following question Which
of the following statements best describes you?
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Target Early Adopters

• The campaign resonated well among early adopters
• Respondents who indicated that they are first to
  purchase new hi-tech products showed high levels
  of awareness, intent, and attribute agreement

Significant change at 95 confidence
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Target Owners of Big Ticket Consumer Electronics

• Ninety-eight percent of the sample owns one or
  more of the following consumer electronics HDTV,
  DVR, PDA, digital camera or camcorder

Segment based on the following question Do you
currently own any of the following consumer
electronics? (Select all that apply)
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Target Owners of Big Ticket Consumer Electronics

• Increases were seen across all ownership segments
• Persuasion metric increases were not significant
  among digital camcorder ownersfuture campaigns
  may benefit from focusing marketing efforts
  towards this audience, emphasizing hp
  TouchSmarts home movie and video editing
  capabilities

Significant change at 95 confidence
19
Target Heavy Computer Users

• Nearly 100 of the sample identified themselves
  as heavy computer users

Segment based on the following question Which
of the following statements best describes your
computer usage?
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Target Heavy Computer Users

• Results for this segment mirror those of the
  overall sample quite closely as this segment
  represents 99 of the overall sample

Significant change at 95 confidence
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Target Families vs. Singles

• There were more singles, compared to families

• Segment based on the following criteria
• Married
• Have children
• HHI 100k
• Age 25-44

• Segment based on the following criteria
• Not Married
• No children
• HHI 75k
• Age 25-44

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Target Families vs. Singles

• The campaign was noticed among singles as
  indicated by the increases in awareness
• Favorability increased among families, while
  Unaided Awareness and Purchase Intent also
  increased directionally

Significant change at 95 confidence
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Age

• The majority of respondents fell between the ages
  of 18-34

Segment based on the following question How old
are you?
e1744
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Age

• Age appears to be an important variable as metric
  and attribute increases are negatively correlated
  with age which suggests that touch-screen
  technology may be more favorable among younger
  age groups (see next slide)

Significant change at 95 confidence
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Age

• Favorability for touch-screen technology is
  negatively correlated with age
• Consider targeting older consumers in future
  campaignspromote the benefits of HP TouchSmart
  Technology to older consumers who currently may
  be more accustomed to and prefer more traditional
  computing methods

Segment based on the following question Which
of the following statements best describes your
attitude towards touchscreen technology?
e1744
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HHI
Segment based on the following question What is
your annual household income?
e1744
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HHI

• The campaign resonated best among respondents in
  the lowest income strata
• Income is correlated with age boosting
  touch-screen favorability among older respondents
  would likely boost results within higher HHI
  brackets (a segment with disposable
  income/purchasing power)

Significant change at 95 confidence
28
Gender

• The sample skewed heavily male

Segment based on the following question What is
your gender?
e1744
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Gender

• The campaign resonated better among males,
  relative to females
• Please note sample sizes the sample skewed
  heavily male

Significant change at 95 confidence
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Creative Analysis
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Creative Homepage Roadblock Custom Skin (HRCS)
vs. Other (Not HRCS)

• In terms of creative performance, exposure to the
  HRCS drove significant increases in ALL the
  metrics and attributes, indicating that this was
  clearly an effective creative strategy
• Due to the recruitment plan required for this
  campaign, we were not able to gather individuals
  directly from the HRCS units so it is very likely
  that many respondents were exposure to other
  advertisements in the campaign
• Typically, to control for the effect of multiple
  exposures, InsightExpress limits the frequency to
  one count however, this was not possible in this
  case due to low sample sizes of the exp1 segment
• Conclusion The HRCS performed very well,
  however, other creative units likely contributed
  to the impressive increases as well

Significant change at 95 confidence
32
Creative Analysis One Exposure

• Optimized Expanding Splashbox Rectangle drove
  directional increases in top of mind awareness
  and persuasion metrics
• Statistical analysis was not possible across the
  remaining units due to the low sample size of the
  exp1 segment

Significant change at 95 confidence
33
Creative Analysis One Exposure

• Statistical analysis was not possible across the
  remaining units due to the low sample size of the
  exp1 segment

Significant change at 95 confidence
34
Appendix
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Definition of Brand Metrics and Attributes

• Unaided Brand Awareness When thinking of
  touchscreen PCs, what brand comes to mind FIRST?
  
• Aided Brand Awareness Have you heard of the
  following brands of touchscreen PCs?
• Online Advertising Awareness Have you seen any
  ONLINE ADVERTISING for the following brands
  within the past 30 days?
• TouchSmart Association Which of the following
  brands offers a touchscreen PC called TouchSmart?
  
• Brand Favorability What is your overall opinion
  of each of the following computer brands?
• Purchase Intent How likely are you to purchase
  any computer or electronic products made by the
  following brands?
• Brand Attributes Please indicate how strongly
  you agree or disagree with each statement
  regarding the HP TouchSmart PC.
• Uses touchscreen technology
• Plays multimedia files like movies, music, and
  pictures
• Features a sleek, exciting design
• Is powered by an Intel Core 2 Duo Processor
• Is a breakthrough in personal computing

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About InsightExpress

• InsightExpress is an acknowledged pioneer of
  rapid turnaround, high-quality, online marketing
  research services.
• Superior quality, customized research led by
  industry experts
• Insightful and actionable consumer feedback
• Recognized experts in consumer and ad
  effectiveness research
• Trusted research partner of over 850 clients,
  mostly Fortune 500
• As a full-service market research firm, we
  leverage advanced technology and the power of the
  Internet to partner with clients, enabling them
  to make the right decisions for their business.
• Patented technology and recruitment methodologies
• Access to 100MM online individuals / Average
  3,000 surveys completed annually
• Unsurpassed survey hosting, reporting and
  analytic tools
• Since 1999, InsightExpress has completed nearly
  20,000,000 surveys for more than 18,500 projects.
  

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Contact InsightExpress

• InsightExpress has offices in
• Stamford, CT (HQ)
• New York, NY
• San Francisco, CA
• Los Angeles, CA
• Contact Insight Express
• www.insightexpress.com
• info_at_insightexpress.com
• 800.545.0234

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Attribution/ For QuestionsYour InsightExpress
Team
Report Author Molly Hislop mhislop_at_insightexpres
s.com (678) 977-0485 Project Manager Nichol
Carranza ncarranza_at_insightexpress.com (415)
321-3707