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Triggering Engaged Consumers How Cross-Platform Advertising Generates Online Behavioral Response
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Triggering Engaged Consumers How Cross-Platform Advertising Generates Online Behavioral Response

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Triggering Engaged Consumers How Cross-Platform Advertising ...

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Triggering Engaged Consumers How Cross-Platform Advertising Generates Online Behavioral Response. The challenges of measuring the effectiveness of cross-media platforms and the multi-screen effect, is presented through the examples of methods and their limitations & analysis of case studies. The presentation is given by Joan FitzGerald Vice President of comScore inc.

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Triggering Engaged Consumers How Cross-Platform Advertising Generates Online Behavioral Response Triggering Engaged Consumers How Cross-Platform Advertising Generates Online Behavioral Response Presentation Transcript

  • Triggering EngagedConsumersHow Cross-Platform AdvertisingGenerates Online Behavioral ResponseJoan FitzGeraldVice PresidentcomScore Inc.
  • comScore is a Global Leader in Measuring the Digital WorldNASDAQ SCORClients 1600+ worldwideEmployees 900+Headquarters Reston, VA 170+ countries under measurement;Global Coverage 43 markets reportedLocal Presence 30+ locations in 21 countries V0910
  • BackgroundReaching consumers is more challenging• New media and devices – = More opportunity to create brand experiences that consumers enjoy – = More opportunity to create compelling programming to build and retain audiences• How do we measure the impact across TV, Internet and mobile? – Methodologies in development for use in 25,000 multi-screen consumer research panel
  • ProblemsMeasuring the impact of cross-platform media isa significant challengeEconometric modeling is not an optimum solutionfor media• Works best with single, immediate response and clearly-defined time periods – Think promotions, sale pricing, couponing• Media responses are multiple, not necessarily immediate, and time periods are not clearly defined – Think awareness, likeability, favorability, intent-to-purchase – Think long-term, short-term, carry-over, “halo” effects
  • Opportunity“Single-source” research presentsopportunity to uncover media effects• More granular – Break out and understand groups of consumers who may use media in dramatically different ways • Think “OTT,” heavy DVR, mobile video, mobile app users• Faster – After each week of campaign, not after 24 months of prior data – Answer questions about what marketers should do now
  • MethodscomScore established 3,700+ person multi-screen“Test Panel”• Persons-level Internet usage matched to household-level television viewing – Blind, third-party match• Data sources – TV ad exposure: ad schedules matched to TV “set top box” viewing data – Internet ad exposure: comScore technology – Consumer response: website visitation via comScore technology• January – April 2010
  • Methods“Pre-Exposure” and “Post-Exposure”• Exposure “windows” – 3-day, 7-day, 14-day – TV advertising, Internet advertising, TV or Internet advertising• Online behavioral response – Change in website visitors, change in pages per visitor, change in minutes per visitor
  • MethodsLimitations• 3,700+ sample size lower than 25,000 planned for multi-screen panel• Demonstration data; not weighted or adjusted• TV advertising exposure is household-based while Internet advertising exposure is persons-based• Descriptive statistics used• Online advertising and online behavioral response are “co-located,” therefore, one might expect online advertising to show greater response than TV advertising using the methods presented here
  • Analysis2 case studiesMajor Entertainment/Film and Financial Services brands• Neither solely or primarily e-commerce brands; however, online behavior important measure of success• Different campaign objectives – Entertainment/Film: build brand equity and intent-to-purchase – Financial Services: drive direct response, including website visitation• Multiple creative executions and websites combined for analysis
  • Analysis Campaign reach Both brands delivered “exclusive” audience via TV and Internet • Entertainment/Film brand with 39% TV exclusive and 11% Internet exclusive • Financial Services brand with 24% TV exclusive and 6% Internet exclusiveCampaign ReachJanuary - April 2010 Exclusive - Exclusive - Total TV Internet Duplicated TV InternetEntertainment/Film 88.1% 76.9% 48.7% 37.6% 39.3% 11.1%Financial Services 97.6% 91.7% 73.2% 67.3% 24.4% 5.9%
  • AnalysisPerformance within exposure windows reflectedcampaign objectives• Entertainment/Film brand equity/purchase intent campaign – longer-term effects – Change in website visitors highest for 14-day window• Financial Services brand direct response campaign – immediate effects – Change in website visitors highest for 3-day exposure window Change in Minutes Per Visitor After First Exposure Entertainment/ Film Financial Services Within 3 Days 97 109 Within 7 Days 110 87 Within 14 Days 121 83
  • AnalysisMeasureable impact of TV and onlineadvertising using pre/post methodChange in website visitors greatest when evaluatingimpact of TV and Internet campaign together Change in Website Visitors After First Exposure Either TV TV Internet or Internet Entertainment/Film -4% 19% 36% Financial Services* 9% 16% 57%
  • AnalysisMeasureable impact of TV and onlineadvertising using pre/post methodChange in pages per visitor and minutes per visitor were positivepost-exposure; however, cross-platform impact not as high Change in Pages Per Visitor After First Exposure Either TV TV Internet or Internet Entertainment/Film 41% 57% 20% Financial Services 8% 129% 129% Change in Minutes Per Visitor After First Exposure Either TV TV Internet or Internet Entertainment/Film 61% 115% 63% Financial Services 25% 100% 100%
  • ConclusionsMethod uncovered multi-screen media effects• TV and Internet advertising alone, and TV and Internet advertising in combination, showed measureable impact on online behavioral response – TV and Internet combined had a greater impact on change in website visitors than TV and Internet alone• Pre/Post construct is useful method to understand media effects – Can be further refined to explore impact of frequency of exposure and timing of multi-screen exposure
  • Opportunities for Future ResearchMulti-screen media effects• Frequency of exposure…. How many exposures on what media in advance of the website visit?• Media “equivalencies…. How many banner ads = a 30-second spot?• Response curves…. Optimizing exposure to generate a response
  • Next Steps25,000 Multi-Screen panel• 25,000 opt-in panelists with access to mobile, TV, Internet• Recruitment begins Q2 2011• Single-source cross-platform measurement
  • Thank you!