Taking the Lead in Research

1
Taking the Lead in Research - How Outdoor Works
Barcelona 2004
2
What does Millward Brown know about Outdoor
advertising?
How Outdoor works
in conjunction with other media
based on evidence from our 8 year study
and how research can guide the use of Outdoor
3
How can we research the effect of Outdoor?
4
How do we measure response?Leading edge
interviewing approach. CASI Survey Director as
from Jan 2004
Relevant survey
Respondents
5
What are the benefits for outdoor of the Millward
Brown approach?

• Need to show multimedia
• Need to accurately reflect impact of non TV media
• Faster results
• Higher quality
• Greater control
• Improved sampling
• Cost efficiencies

• Maximising the ever decreasing respondent pool
• Improves the respondent experience
• Comfortable location
• More willing to complete long interviews
• Interviewer has more time to devote to respondent
  recruitment

• Mission to continuously improve and innovate
• Advent of broadband and MR software giving
  control not previously possible

The Industry
Leading Edge Technology
Client Demands
6
We know consumers automatically default to TV
when we talk about advertising.
More reliant on Interviewer prompting - consumers
default to TV
TV Cinema Radio Bus Sides Bus
Shelters Taxis Billboards Direct
Mail Newspapers Underground Magazines
Q1b) Where did you see Norwich Union
advertised? PROMPT Where else?
7
Recall of Outdoor and other non-TV media is
lowwith this style of questioning
More reliant on Interviewer prompting - consumers
default to TV
TV Cinema Radio Bus Sides Bus
Shelters Taxis Billboards Direct
Mail Newspapers Underground Magazines
Q1b) Where did you see Norwich Union
advertised? PROMPT Where else?
8
So we have to encourage them to think about other
media as well
Respondents have to consider each media
individually
9
Our new techniques enable consumers to access a
richer mix of media channels
Respondents have to consider each media
individually
10
Timing of the research is key, measuring at the
right time also helps us see the effects of
Outdoor
11
Tracking studies can measure the effect of outdoor
12
What drives great Outdoor advertising?
13
There are a number of factors that can affect
awareness of Outdoor advertising
Our analysis looked at what contribution (if any)
these factors have?
Quality of Planning?
Creative effect?
Weight of spend?
Category effects e.g. FMCG vs. non-FMCG?
Misattribution from other media?
Geographical effects e.g. National vs. London
14
Three key factors were found to play a role in
impact levels for Outdoor campaigns
In addition to this, ads which benefited from
synergies with other activity also performed well
15
The model fit is improved by taking creative and
site quality factors into account as well as spend
16
The ads from our database with the highest
recognition have the following traits
17
Prompted recognition 39
(11 above norm)
18
Prompted recognition 49
(21 above norm)
19
Prompted recognition 46
(18 above norm)
20
Understanding the effects of outdoor as part of a
multimedia campaign
21
Both the Outdoor and TV execution for PG Tips
performed well
Both creatives were felt to be striking,
eye-catching, well branded relevant, informative,
and prompted emotional and rational appeal
22
Recognition is good - particularly for the poster
ad
All ads TV Norm 57 Outdoor Norm 28
38
47
Base Total Sample
23
Recognition is good - particularly for the poster
ad
and is even higher amongst those whove seen
the other creative as well
All ads TV Norm 57 Outdoor Norm 28
38
68
48
47
Base Total Sample
24
Consideration of the brand is good compared to
norms
and is enhanced amongst those who have seen
either the TV or the poster execution
39 36 17 26 27 20 17 18
Total Sample PG Tips Norm It would be my
first choice 29 13 I would seriously consider
it 21 16 I might consider it 32 34 I wouldnt
consider it 19 37
25
Taking the Lead in Research - Summary
Fresh Fields The media world evolves. So does
research
One Size Does Not Fit All Timing is key. Outdoor
deserves bespoke research
Creative is King But planning can make a real
difference
Measuring Success Regular evaluations against
benchmarks is the best way forward
26
Taking the Lead in Research - How Outdoor Works
Barcelona 2004