The Case for Integrated Cross Media Campaigns

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The Case for Integrated Cross Media
Campaigns European Interactive Advertising
AssociationPan-European Cross Media Research
Study
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Source eMarketer 1999
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Source eMarketer 1999 Source Zenith/OptiMedia
July 2002
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The EIAA
A trade association founded in 2001 consisting of
largest Pan-European online media owners. Our
goal is to champion the value of online
advertising as an integral component of the
marketing mix
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Issues

• Global advertising recession worst in 40 years
• Total ad spending fell 8-10 globally and across
  Europe between 2000 and 2002
• DotCom over promised and under delivered
• The most measurable media
• Not yet integrated into mainstream media
  planning/buying
• Much of online advertising is still bought/sold
  with excel spreadsheets
• Different language
• Traditional media speaks Reachfrequency, ROI
  while Online media speaks Page Views, CTR and
  cookies
• Creative resources not interested in 468X60

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Online ad market
Outdoor
Cinema
Radio
Newspapers
TV
Magazines
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EIAA Research Initiative

• Work with large pan European advertisers
• And make them an offer they cant refuse
• Recruit research panel
• Record media consumption weekly for 3 weeks
• Complete questionnaire in week 4 (X questions
  regarding the brands under study)
• Metrics
• Incremental reach
• Awareness
• Ad recall

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Optimal Marketing Mix
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Research Methodology
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Scope of study - Field period, campaigns and media
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Pan - European results
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What did we learn? (1) Including Online adds
Reach French campaigns
0
25
50
75
100
Source NFO/Infratest Study
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Why does this work?
Cumulative Reach
Percent Reach
Week 4
Week 3
Week 2
Week 1
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What did we learn? (2) Including Online enhances
Branding
On average (15 campaigns) TV increased brand
awareness levels by 4 whilst TV and online
together delivered a 12 increase
lift in awareness as per different media
combinations
Brand Awareness
Lift 12
Lift 6
Lift 4
Question Would you please tell us what brands in
this category you can think of?
Source NFO/Infratest Study
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Spontaneous Ad Recall

• Average ad recall increased by 27 after exposure
  to the TV campaigns, however using TV and online
  together it resulted in a 45 increase

lift in recall as per different media
combinations
Spontaneous Ad Recall
Lift 45
Lift 18
Lift 27
Question Would you please tell us what
advertisements in this category you remember
seeing or hearing recently?
Source NFO/Infratest Study
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Aided Ad Recall
Strong synergy between TV and online shown again
with similar trends across the three countries
lift in aided ad recall as per different media
combinations
Aided Ad Recall
Lift 28
Lift 12
Lift 16
Question Please tell us if you have seen or
heard any recent advertisement for BRAND x
regardless of whether this was on the TV, etc?
Source NFO/Infratest Study
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Purchase Intent
Purchase intent metric is hard to move however,
TV online combination is more persuasive that
TV or Online alone
lift in aided ad recall as per different media
combinations
Purchase Intent
Lift 9
Lift 2
Lift 12
Question Do you plan to buy (or become a
customer) of brand x?
Source NFO/Infratest Study
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TV and Online Advertisings impact on brand
attributes
Both media impact key brand attributes separately
yet are more powerful together
Lift
Source NFO/Infratest Study
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• Where does the synergy come from?

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The key - Recall of ad details
Ad Detail Recall
lift in recall of ad details by media
combinations
Lift 44
Lift 17
Lift 14
Question What details can you remember about ads
for brands x?
Source NFO/Infratest Study
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Summary

• Combining the Internet with traditional media
  adds incremental reach
• The web reaches people (numbers and demographics)
• The Internet has positive impact on branding
  metrics
• Across 15 campaigns, average brand awareness rose
  6, average spontaneous ad recall rose 27, and
  aided ad recall rose 12
• Combined media creates synergies
• For example, across 15 campaigns combining
  TVInternet spontaneous ad recall jumps 45
  versus TV only 27 and Internet Only 18

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Next steps for the EIAA

• Showcasing this and similar research
• Contribute to the growing body of quantitative
  evidence that measures the impact of online
  advertising
• Other research initiatives
• Changing media consumption
• Advancing market through standardization projects
  (formats, measurement, etc)