Introduction to the Cross Media Optimization Study

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Introduction to the Cross Media Optimization
Study
Robert Acquaotta Director, Advertiser Relations
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Largest Cross Media Study Ever Conducted

• Landmark study methodology assesses Cost
  Effectiveness of each Medium
• Scientifically evaluates real world, in-market
  campaigns
• Marketers carefully considered methodology

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Introducing the Participants

• IAB The organizing Association
• Marketing Evolution/Rex Briggs Developed
  landmark study methodology and executed the
  studies
• Dynamic Logic Applied AdIndex product to
  collect consumer views and behavior
• ARF (Advertising Research Foundation) Reviewed
  the study methodology
• Forrester Research Full analysis review

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State of The UnionInteractive Medium
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Which trend matters to marketers?
16 14 12 10 8 6 4 2
Percent of time spent Online by Users
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Online Delivers the Audience
Fully Two Thirds of the Adult U.S. Population is
Now Online
137 Million Consumers
Online
Source Harris Interactive, April 2002
Source Harris Interactive, April 2002
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And their Usage Doubles Over Time
Source eMarketer UCLA Center for Communications
Policy, November, 2001
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In Fact, Essential to Consumers Lives

• When was the last time you

42 Travel Info/Mo.
21 Map Info
92 News At Work
26 Check Quotes
40 Not Decided
15 Making New Friends
30 Competitive Research
Source Jupiter, eMarketer, Forrester, NetRatings
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The Media Landscape Has Changed
Percent of adult evening viewers who can name a
brand advertised watched
Source NAB (1965-1986) Nielsen (2000)
Make bars in same colors
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Perhaps you have questions about the
Effectiveness of Online advertising
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1,000 Ads Tested Online Advertising Works!
3.7
5.9
2.0
2.1
Mean Changes for Four Measures of
Effectiveness Source Dynamic Logic MarketNorms
Database of 400 campaigns All measures
statistically significant at 99 ncampaigns
between 375 and 416


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The New Marketing Question

• No longer talking about Why Online
• How to integrate

• Specifically, how to integrate to maximize
• Brand Awareness
• Brand Image
• Purchase Intent Sales

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Key Findings from XMOS

• The major findings of the Study to date

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The Key Finding of the Study

• Same budget Better results

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Why does Increasing Online produce better results
within the same budget?
Online advertising is typically more cost
efficient at producing branding gains
Online advertising affects branding metrics
Online reaches those who would otherwise not get
the advertising message
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Coverage

• Media potholes

Coverage
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Coverage
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Frequency Does Not Fall Evenly
HEAVIEST
LIGHTEST
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Frequency considered wasteful
Frequency considered not helpful
Avg. Freq by Quintile
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Coverage
25
20
Coverage

• Media potholes!

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Effectiveness and Value
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Effectiveness and value
100
90
80
70
Diminishing returns
60
Purchase intent
50
40
30
20
10
0
0
1
2
3
4
5
6
7
8
9
10
Frequency Number of OTS ad exposures
OTS Opportunity to see advertisement based on
GRP levels
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Effectiveness and value
Internet
Branding effect
Television
Marketing spend
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• Brand Awareness
• Brand Image
• Purchase preference

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Growing Brand Awareness

• The major findings of the Study to date

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Growing Brand Awareness

• Increasing Online is more cost effective way to
  build brand awareness

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Product Awareness
Aided awareness Grilled chicken flatbread
sandwich
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Online builds brand awareness

• Online advertising
• 60 reach/2.0 frequency
• TV TRPs trimmed by approximately 20

Point of diminishing returns
Thats a 3pt incremental branding gain for same
budget
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Optimizing for Brand Building
Recommendation
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(No Transcript)
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Positioning the Brand Brand Image

• The major findings of the Study to date

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Building Brand Image

• For McDonalds Flatbread Sandwich
• New, Different and Combination of great
  flavors
• For Dove Nutrium Bar
• Nourishes your skin and is a for people like
  me
• For Colgate
• Long lasting protection and complete
  protection
• For Kleenex soft pack
• Convenient and innovative design

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Cross-media synergy

• Creative reinforced the core message across media

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Surround Sound Marketing
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What about the 40 of your target that are not
reached by TV?
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The Kleenex TV campaign
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Campaign over 8 weeks
Heavier Online
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Heavier TV
Not Reached By TV
Lighter TV
Lighter Online
Not Reached By Online
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(No Transcript)
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Summary of branding gains among lightly reached
/ not reached TV audience
Positive Brand association (top box average)
Magazine and Online
Magazine (no online)
Online (no mag)
No Mag or Online
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(No Transcript)
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Purchase Intent Sales

• The major findings of the Study to date

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Optimizing Online

• Results in a 14 increase in purchase intent
• Same Budget, Better Results

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Effectiveness and Value
Purchase intent (top 2 box)
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Value
Cost per person affected by advertising
Online Offline
65
Offline Only
100
0
Pre-campaign
0
20
40
60
80
100
120
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All Media Demonstrate Diminishing Returns
Television
Online
Magazine
Average of Branding Metrics ()
Number of advertising exposures
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Optimizing the Dove Plan for Brand Building
Reach
Frequency
85
50
TV
Print
10
10 in Original Plan
47
Colgate Total Toothpaste
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Online ads increase purchase intentEffectiveness
Index of Improvement in Purchase Intent
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Online is More Cost Effective than Other Media
Purchase Intent
Cost of Change by Other Media Indexed to Online
Effective TV and Print CPMs are compared and
indexed to this number.
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Overall, Online is the most cost efficient media
Cost per impact
Point gain over baseline is calculated by
measuring the post branding level and subtracting
the pre-campaign level (linear regression used to
measure underlying trend). Costs per person
impacted indexed against online advertising only
and rank ordered.
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Recap Topline Brand Results
Results
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(No Transcript)
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Key Takeaways
Same budget Better results
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Thank You