1. Pulling the Pieces Together:
Using Cross Media Measurement
to Drive Integrated Strategy

2. Agenda
• The Changing Media Landscape – the Pieces to be Pulled Together
o Evolving Trends in TV and Online – the Story over Time
o Multi Media Effects on Key Outcomes
• How to Pull the Pieces Together: Cross Media Measurement
o First Principles
o Questions Answered
o Primer on Design
o Evaluating the Success of the Dove for Men Launch*
* Co-presented in March 2011 with Unilever at the Advertising Research Foundation
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3. Summary Over Time: TV and the Big Picture
Key Questions and Sources Trends Over Time
GRP Volume /
Kantar Media
Creative Branded Memorability /
MB Copy Testing
Creative Relevance and Persuasion /
MB Copy Testing
TV Ad Awareness /
MB Tracking
Brand Demand and Current Usage /
MB Tracking

4. Potential Explanations:
• Changing TV viewing habits? Consumer control with DVRs and multiple
media options?
• More focus on short term promotions than long term brand building?
• Commoditization, more categories with acceptable store brands / growth in
private labels?
• Macro-economic effects, like recession?
• Shift to mass merchandisers away from grocery?
• Audience fragmentation and targeted media tactics?
• Net take-away: harder to break through, and raises importance of
understanding what's working and leveraging those learnings

5. Overall Norms: Online Ad Awareness Trend
Baseline Delta
40
35 5.2
30 11.2 4.3
7.8 4.5
7.4 6.0 4.3
25
Percent Impacted
20
4.9
15 32.0
28.7
24.5 24.2 25.5
22.9 22.9 22.7
10
14.7
5
0
2002 2003 2004 2005 2006 2007 2008 2009 Q/2010
• Control groups do not see the
“Baseline” refers to the percentage of respondents in the control group that were
online ad campaign
previously aware of the ad campaign. “Delta” corresponds to the positive difference in
• Exposed groups have had the
ad awareness between the exposed and control groups
opportunity to see the campaign
Source: Dynamic Logic MarketNorms,
North America, Full Dataset,
Q1/2010, N=4,727, n=7,361,669

6. Creative Technologies: Online Ad Awareness
• Introduction of new online forms drive early incremental effects and
overtime this effect is muted off a much larger base
Video Rich Media Simple Flash Static/GIF
18
16
14
Percent Impacted
12
10
8
6
4
2
0
2002 2003 2004 2005 2006 2007 2008 2009 Q1/2010
Source: Dynamic Logics MarketNorms,
North America, Full Dataset,
Q1/2010, N=4,727, n=7,361,669

7. Mobile advertising compared to early online &
video norms – benefits of capitalizing on new
media forms.
+22.1 Early Online Norms (2000-2002)
Early Video Norms (2002-2004)
+18.9
Mobile
Percent Impacted
+12.0
Delta (Δ)
+11.3
+9.1
+7.8
+5.8 +5.4
+5.0 +4.5
+4.1 +3.7 +4.0
+2.3 +2.1
Aided Brand Awareness Mobile Ad Awareness Message Association Brand Favorability Purchase Intent
Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns;
AdIndex for Mobile Norms through Q4/2009 N=74campaigns, n=69,524 respondents Delta (Δ)=Exposed-Control
Base Sizes too small to break-out Europe data

8. More Opportunities to See or Read Multiple
Media Lead to Greater Increases In Message
Association
• Users of multiple media had higher baseline levels of brand
communication awareness
Total Brand
Message Association
Communication Awareness
Control Delta Control Delta
70.0 25.0
60.0
9.9 20.0
50.0 9.6
10.2 5.5 9.0
40.0 15.0
6.1 5.3
30.0 10.0 3.2
46.2 49.5
20.0 39.2 13.6
32.4 5.0 11.8
8.3 9.4
10.0
0.0 0.0
TV TV+ TV+ TV+ TV TV+ TV+ TV+
Online Print Print+Online Online Print Print+Online
Source: Dynamic Logic Database of CrossMedia studies

9. Cross Media: Our Tool for Action
• Measures campaign impact on all communication and
How did the
gives a level read on brand outcomes across media
campaign perform?
channels
What was the • Specific link between change in any measured
contribution of the outcome and exposure to any activity in context of
different elements? other influences
• Unique and synergistic effects of media (what is
What was their cost- working together for greater effect)
efficiency in
delivering lifts? • All contributions are related to spend
• Clear advice of future media allocations
How can I optimize
• Diagnosis of frequency
moving forward?
• Recognition questions add content diagnostics
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10. CrossMedia: First Principles
Pre-campaign analysis
% considering within groups based on # of
media exposed to once campaign started
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Pre-Disposition: Important to
19
understand differences in how
people feel about the brand before 16
People exposed
the advertising hits. People exposed
to two media
People exposed to one media only
to no media
Media Neutrality: Important to put
all the media (even low reach) on
the same playing field in terms of
ability to impact the brand.
Objectives-Focused: The focus of
our analyses will be based on
individual campaign objectives.
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11. Cross Media: First Principles continued
• We need both a WIDE lens to look across multiple media as well as a
DEEP lens to look to within particular media
o WIDE = TV relative to print relative to online display relative to billboards, …
o DEEP = Network vs cable, dayparts, genres, programs, …
• Different media work differently to achieve different objectives
o TV is not just about awareness generation, online is not just about persuasion, … cross
media measurement must allow for media effects to cross expected boundaries
• Whenever possible, we compare findings against prior launches and
databased results

12. Obtaining Respondent Level Exposure Data
TV: Calculated based on media consumption questions, using
total TV viewing hours and weekly reach and frequency
estimates, and application of advertising decay rates
Print: Calculated using frequency of reading, survey data and
the accumulation curves. The final exposure for each print
vehicle can be decayed over time depending on the on-sale
date and the interview date
Online: Calculated using a cookie tracking system and
application of advertising decay rates for each exposure (use
time of interview and time for each exposure)
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13. Designing a CrossMedia Research program
Time
1. Pre-Sample 2. In-Campaign Sample 3. Analytics
A. Category, brand and advertising metrics We relate weight
Questionnaire
of exposure to
changes in
B. Brand disposition factors, including category &
outcomes,
brand experience
accounting for
pre disposition
C. Opportunity to see / hear different media activities and other
influences.
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14. Introduction of Dove for Men

15. Introduction of Dove for Men
An Integrated 360 Campaign
• January of 2010, Dove introduce its new line of
Men’s personal wash
o Phased approach, initially aiming to raise awareness among women
and later targeting men through a Super Bowl sponsorship and
subsequent male-targeted advertising
o The specific media included TV advertising, print placements, and
online banner and videos
Dove’s Integrated Media Plan
January 11-April 30

16. Evaluating the Success of the Launch
Research Program Analytic Techniques
 Upfront creative evaluations before  Matched cell comparisons of like
launch consumers exposed to the campaign
 Ongoing tracking to ensure we  Logit regressions to identify marginal
understood consumer perceptions contributions and diminishing returns
before, during and after launch with increased frequency
 Cross media research to understand the  Structural equation models to estimate
unique and synergistic effects direct and indirect effects of the
of the media campaign, and drive scenario testing
 Digital deep dive to see which sites and
creatives were working

17. In National Tracking, the Democracy Campaign
Drove Awareness and Intent
February was Dove Men's
Total brand awareness heaviest month in terms
of support - and where
Top 2 Box Purchase Intent we saw the greatest
First Choice Purchase Intent growth
October Novemb Decembe January February March April
er r
"Ghost" Female- Dove Men's TV and
Reads Pre- Targeted TV Heaviest Digital
Launch Activity Month: Super Activity
Bowl, Print, Continue
*Source: : Millward Brown Male Personal Wash Tracker TV & Digital
Activity

18. Incremental Awareness: Comparison
to Other Male Product Launches
1st Quarter TRPs 2nd Quarter TRPs
and Growth from and Growth from
Brand Baseline Baseline While Dove did not
+40% +90% reach the same level
Dove Men + Care of awareness after 6
TRPs: 387 TRPs: 254
months as other
+23% +21%
Competitor 1 launches, it did show
TRPs: 354 TRPs: 290
the largest increase
Competitor 2
+3% +9% in awareness from
TRPs: 313 TRPs: 436 the ghost level
+5% +5% (nearly doubling its
Competitor 3 base level)
TRPs: 364 TRPs:78
+21% +20%
Competitor 4
TRPs: 447 TRPs: 252

19. Matched Cell Comparisons: Big Effects Within
the Footprint of the Campaign
Online, in combination with exposure to other media,
drove incremental impacts more consistently than
in previous launches
Comparison of Results: Dove CrossMedia Studies
Dove Campaign A 2009 Dove Campaign B 2009 Dove for Men 2010
Test Brand: Dove Test Brand: Dove Test Brand: Dove Men+Care
Target: Females 18-49 Target: Females 18-49 Target: Adults 25-54
TV + TV + TV +
TV + TV + Print + TV TV + TV + Print + TV TV + TV + Print +
TV Only Online Print Online Only Online Print Online Only Online Print Online
A B C D A B C D A B C D
Aided
Brand          AC  AC
Awareness
Purchase
  A       A  
Intent
= Improvement over the control group  = No change over the control  = Decline from the control group

20. Logit Regressions: Each Media Performed
Differently at Distinct Frequency Levels
● The marginal effects of TV and Print to awareness are greater than online and are
maximized at lower frequency levels
● Online contributes to awareness at a slightly increasing rate with
9.00% increasing exposures
Print
Media Effectiveness Aided Brand Awareness Online
8.00% Maximized
Aided Brand Awareness TV
Marginal Contribution
7.00%
Aided Brand Awareness: Print
6.00%
5.00%
TV
4.00%
Media Effectiveness
Maximized
3.00%
Online
Media Effectiveness
2.00% Continues Growth
1.00%
0.00%
0 1 2 3 4 5 6 7 8 9 10
Frequency of Exposure
Source: Dynamic Logic Study/Dove Democracy, Female
Audience

21. Digital Deep Dive: Drew Brees Creatives
Drove Awareness and Messaging
Unaided Awareness Message Association Purchase Intent
Creative CPM Relative Relative Relative Relative Relative Relative
Themes Effect Efficiency Effect Efficiency Effect Efficiency
Drew Brees 1 1 2 1 1 2 6
Steam 4 2 1 6 5 1 1
Women’s Flash 7 7 7 7 7 5 2
Tackle Dry Skin 5 5 5 5 6 3 3
Men’s Flash 6 6 6 4 4 6 5
Manthem 3 4 3 2 2 7 7
Wakey Wakey 2 3 4 2 3 4 4

22. Structural Equation Models: Identification
and Functional Benefits Drove Intent
Education on specific Brand Attributes
properties drove identification, Relative Impact on Purchase
which ultimately motivated Intent Among Males
males
New
cleaning 0.17 Relative
Rank Attribute
Fights Impact
Dry Skin Understands
needs 1 Is the right choice for me 8.7%
0.33
Provides a deep clean without leaving
0.46 2 you dry like other soap
4.5%
Cares for
my skin 0.05 Purchase 3 Cares for my skin 2.5%
Deep clean Intent
without 0.39 Is a brand that truly understands the
drying, like 4 needs of men
2.0%
other soap 0.29
5 Is a new cleansing product for men 1.6%
0.06
0.25 6 Fights dry skin 0.8%
Right choice
for me
*Source: Dynamic Logic Cross Media Study

23. Scenario Testing: Removing the Super
Bowl Would Drop Awareness
• Keeping the Super Bowl in conjunction with magazines showed potential
to help grow salience
• Changes to Non-Super Bowl TV resulted in minimal change, again
suggesting cross-channel exposure was important for males
120
Unaided Brand Awareness
110
110
Actual Media Plan
Indexed Against
100 Index=100
Scenario B:
Keep Super Bowl,
90 Add Newsweek
and Time issues
weeks 1-5
80
80
Scenario A:
70 Drop Super
Bowl

24. Conclusions
• Cross media measurement is a business imperative, and it’s ability to drive strategic
decisions comes back to first principles:
o Understanding campaign objectives
o Media neutrality
o Controlling for brand pre-disposition
o Looking across media and within media to understand how the campaign is
working (or not)
o Allowing different media to work different to drive objectives
o Comparing back to databases or other relevant context
• Key learnings for Dove for Men that will drive future decisions:
o Pre-test as many assets as possible to insure optimization
o Continue to drive for men association with functional messaging
o Drive Branding in the very cluttered environment
o Recognize that a big splash with effective assets is critical to jump start
o The synergistic effect of multiple media channels is driving success
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