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Cross Media Measurement: A New Approach to Tracking

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Presentation to the ARF Print Council

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    Cross Media Measurement: A New Approach to Tracking Cross Media Measurement: A New Approach to Tracking Presentation Transcript

    • Cross Media Measurement A New Approach to Tracking PRESENTED TO ARF Print Council March 2008
    • Agenda The Call for Cross Media Measurement 3 The InsightExpress Advantage 9 Cross Media Measurement: Methodology & Deliverables 21 Getting Started 35
    • MEASURING OFFLINE & ONLINE The Call for Cross Media Measurement Our Services The Call The IX Advantage Our Methodology Getting Started 3
    • The Call for Cross Media Measurement Traditional media planning and optimization is more challenging than ever Proliferation of channels - Internet, TV, print, radio and mobile. It’s crucial to identify the optimal media mix to best drive results and prevent uninformed decision making Increased media fragmentation, a cluttered media environment, and consumers’ decreasing reliance on a single media source Continued need to quantify impact and ROI for media investments Advancements in ad-serving, tracking of actual exposure (i.e. online) and point in time measurement have led to significant breakthroughs
    • Moving Beyond Traditional Tracking The advantages of traditional tracking are also available with Cross Media. Longitudinal measurement of brand health Marketplace representation Conversely, the limitations found with traditional tracking don’t apply to the Cross Media methodology. Very difficult to attribute brand perception change to specific advertising or marketing efforts Limited insight to aid campaign or media optimization
    • InsightExpress’ Cross Media Solution A comprehensive look at your advertising and marketing efforts across any combination of print, television, radio, online, and mobile 360° measurement yields combined and isolated effect, media allocation recommendations and optimization strategy Quantification of return on advertising investment per media Combines strengths from both online and traditional tracking studies Advanced technology, point in time recruitment and gold standard design Brand Equity and advanced analytics provide a panoramic view, depth and texture
    • Overview of Cross Media Measurement As leader in online media measurement, we provide the same powerful measures across all channels Brand Awareness (aided/unaided), Message Association, Brand Favorability, Purchase Intent, Emotional-Driven Responses Once campaign performance is determined, the media analysis will reveal: Combined and isolated effect of multiple media channels Impact of media frequency Cost per branding effect Optimization recommendations Predictive brand performance
    • Our Customized Approach The InsightExpress Cross Media approach is centered around meeting individual client research needs There is no standardization, no formulaic processes by which to abide Flexible survey design Each study is tailored around the client’s specific, unique goals Client objectives are fully integrated into the process, yielding powerful, actionable results Senior research team dedicated to each client
    • A COMPREHENSIVE SOLUTION The InsightExpress Advantage The Call The IX Advantage Our Methodology Getting Started 9
    • A Comprehensive Solution, 5 Key Benefits Online · Print · TV · Radio · Mobile · OOH ◄ The InsightExpress Cross Media Solution ► (1) (2) (3) (4) (5) Superior Advanced Brand equity Progressive Sophisticated methodology analytics expertise recruitment technology methods
    • A Comprehensive Solution, 5 Key Benefits 1. Superior methodology: For offline exposure tracking, OTS (Opportunity To See) offers a better read on media consumption. For online exposure tracking, Experimental Design precisely isolates the advertising effect. 2. Advanced analytics: More advanced than historic tracking data, Cross Media analytic outputs are both predictive and diagnostic moving beyond trends. 3. Brand equity expertise: Enhance Cross Media data with unique brand performance barometers and key drivers analyses.
    • A Comprehensive Solution, 5 Key Benefits 4. Progressive recruitment methods: Innovative sampling options based on our patented methodology. 5. Sophisticated technology: Our powerful survey platform can streamline your research and significantly improve efficiency.
    • a comprehensive solution: superior methodology: ots Superior Methodology: Opportunity To See OTS is the gold standard in Cross Media Endorsed by the ARF OTS provides the most reliable method of identifying media consumption Employs a true exposed/unexposed research design. OTS places emphasis on whether the respondent had a true “opportunity to see” an ad, rather than relying on an unpredictable source of recall measure Even when traditional trackers (infrequently) capture media consumption data, it’s not incorporated into analytics Online exposure is not well documented by traditional studies
    • a comprehensive solution: superior methodology: ots OTS Print Example Which of the following publications do you read or subscribe to? (Answer choices: Publication 1, Publication 2, Publication 3, etc). Which of these issues of Publication 1 have you read or looked through? (Sample answers: 6/15, 8/10, 9/7, etc. as issues go to print and cover images become available). Which of these issues of Publication 2 have you read or looked through? (Answer choices again include specific dates) Test OTS = “Read or looked through” issues containing ads Frequency = Number of issues read containing ads
    • a comprehensive solution: superior methodology: ots OTS TV Example Which of the following television networks do you watch? (Answer choices: ABC, NBC, FOX, etc). Please indicate the times of day and days of the week you usually watch TV: Sunday Monday Tuesday Wednesday Thursday Friday Saturday Morning (6a-Noon) Afternoons (Noon-5pm) Early Evening (5pm- 8pm) Prime Time (8pm- 11pm) Late Night (After 11pm) Test OTS = Watch the networks carrying ads during time slots ads ran if surveyed after ad launch Frequency = Number of time slots watched * Time between campaign start and survey time stamp.
    • a comprehensive solution: superior methodology: ots •Television •Radio •Online •Magazine •Outdoor •Newspaper •Online •Others
    • a comprehensive solution: superior methodology: experimental design Superior Methodology: Experimental Design For online and mobile exposure tracking, Experimental Design precisely isolates the advertising effect by pre-assigning individuals to either the test or control group using ad server segmentation, and then comparing their responses. Through our proven AdInsights® offering, the exposure to each online ad is recorded in the Web user’s cookie file. This data lets InsightExpress determine frequency, exposure to individual creative units, and sites visited. Norms across verticals and publisher genres provide category- wide benchmarks For offline media, Experimental Design is not viable, therefore OTS is employed.
    • a comprehensive solution: advanced analytics Advanced Analytics InsightExpress provides sophisticated analyses that uncover valuable and actionable learnings. Frequency optimization: A model built to examine the impact of frequency levels for individual media channels and identify the most effective range. Cost per branding effect: Determine the most cost effective channel(s) for optimizing lift among key branding metrics (unaided ad awareness, unaided brand awareness, aided brand awareness, preference, etc.) Media channel comparison: Understand the brand delta for each channel, holding frequency constant
    • a comprehensive solution: brand equity Deeper Analytic Insights With Brand Equity Start with a snapshot of current brand equity. Establish a baseline from which brand equity can be gauged moving forward. Continuously track equity over time. Deliver strategic brand-building intelligence to make real-time decisions. Monitor how your media strategies affect your brand. To further enhance your data, consider including a set of brand attribute questions and analyze key driver measures.
    • a comprehensive solution: progressive recruitment Progressive Recruitment Approach Employs our patented, cutting-edge e-RDD sampling methodology Data collected online for all media channels Online data collection for those experiencing online media Ability to target recruitment Quality of recall sample (based on actual exposure) Segmentation by creative, size, ad size, frequency, etc. Online data collection for those experiencing offline media An alternative to falling offline cooperation / completion rates Supports image, audio and video stimuli, enhancing recall accuracy Lessens economic research burden, maximizing media dollars Panel recruitment allows for representative audience outside online media footprint
    • a comprehensive solution: sophisticated survey platform Sophisticated Survey Platform The InsightExpress survey platform leverages the quality, access and speed offered by online recruitment Online analytic tools help you answer key research questions in real-time for measures outside of Brand Equity. Our technological capabilities are continually evolving to meet and exceed the needs of our clients, and stay ahead of the latest advances
    • CROSS MEDIA MEASUREMENT Methodology & Deliverables The Call The IX Advantage Our Methodology Getting Started 22
    • How It Works Offline Exposed Segment Brand Impact Offline Control Offline Media Segment Representative Consumption Brand Attitudes InsightExpress (OTS) Panelists Online Exposed Segment Web Site Audience Brand Attitudes Online Control Segment
    • Our Survey Design and Recruitment Design: Factorial experimental (when feasible) Matched/split markets: TV, radio, etc. Ad server segmentation (when online advertising is in the mix) Recruitment: Exposed/unexposed ad-measurement techniques OTS: Media consumption behaviors intersected with media plan Actual exposure data (via cookie data when using online advertising) Sample: Representative sample source Ensure performance of all mediums is not over or under represented Understand market sizes and incidence Typically recruit minimum n=400/medium (n=200 exposed/n=200 control) Continuous recruitment Monitor the campaign build over time, reducing any time based shocks Pre/post reserved for roadblock type situations
    • Our Cross Media Analysis Approach 1. Combine survey results Core: survey results from representative source Proportional augment: results from the online ad media stream 2. Weight control and test groups to isolate advertising impact Key demographics Custom client/industry dimensions Media consumption habits 3. Determine exposure levels in aggregate by media type Offline: OTS by media plan and stated media habits Online: recorded ad exposures
    • Our Cross Media Analysis Approach 4. Measure branding metrics in aggregate and by media type, accounting for exposure levels Awareness (unaided, aided, awareness of advertising, message association, etc.) Persuasion (brand favorability, likelihood of purchase, likelihood of recommending to friends or relatives, brand attributes, etc.) 5. Calculate economic impact for each metric and media based upon: Brand performance Market size and reach Spend
    • Our Analytical & Decision-Making Deliverables Key deliverables that provide actionable learnings: Cross Media campaign performance summary (also available by target sub groups) Media channel comparisons Economic performance, including Aggregate Cost per Branding Effect calculations Branding/frequency elasticity and implications on brand and campaign metrics AdInsights® online media measurement analysis Brand Equity measures Media optimization, when appropriate
    • Cross Media Campaign Performance Summary Brand Metric Total Target Audience Sample Control Online Magazine Both Media Unweighted Sample Size 944 1,366 562 651 Awareness Metrics: Unaided Brand Awareness-First Mention 14.8% 20.5% 16.8% 25.7% Aided Brand Awareness 91.8% 93.9% 92.0% 95.2% Magazine Ad Awareness 34.3% 40.3% 49.2% 54.4% Online Ad Awareness 32.4% 42.5% 39.0% 51.0% Message Association: “XXXX..." 16.2% 26.9% 22.1% 30.9% Persuasion Metrics: Brand Favorability 56.2% 59.7% 68.9% 70.5% Likelihood of Purchase for Self 55.2% 59.2% 65.4% 69.8% Likelihood of Requesting from Employer 63.8% 65.7% 73.2% 76.6% Likelihood of Recommending 47.3% 48.3% 59.1% 59.9% Top 2 Box Agreement: Brand X.... Products allow me to XXXX… 55.4% 58.5% 69.4% 73.5% Products allow me to XXXX… 55.9% 58.7% 69.2% 71.3% Makes products that are simple and easy to use 44.4% 45.9% 56.5% 57.9% Products provide me with the flexibility and freedom my busy 53.1% 54.5% 68.1% 66.8% schedule requires Provides me best in class product and XXXX… 46.1% 46.5% 59.0% 61.9%
    • Media Channel Comparison Example Understand the impact of advertising campaigns on metrics such as message association. In the example below, improvements in awareness of Brand X’s message are found in all media exposure groups, but are strongest when the online campaign is involved. Associate Brand X with Message Delta: 10.7% 5.9% 14.7% 35% 30.9% 30% 26.9% 25% 22.1% 20% 16.2% 15% 10% 5% 0% Control Exposed Online Exposed to Magazines Exposed to Both
    • Cost Per Branding Effect Example Cost per Branding Effect = Media Cost / (Qualified Audience * Brand Increase) Example: Unaided Ad Awareness for Broadcast - consider your objectives CPE = $10,000,000 / (21,369,990 * 4.3%) = $10.89 Actual Broadcast Qualified Broadcast Unaided Ad Spend Audience Awareness Increase Average Cost Per Branding Effect Unaided Ad Unaided Brand Aided Brand Media Combination Awareness Awareness Awareness Preference Average Broadcast Alone $10.89 $7.03 $5.22 $53.85 $18.11 Cable Alone NA NA $0.72 NA $0.72 Online Alone $2.82 $1.86 $1.63 $2.35 $2.16 Broadcast and Cable $8.77 NA NA $33.72 $21.24 Broadcast and Online $4.10 $3.58 $3.25 $19.90 $7.71 Cable and Online $3.80 NA $0.83 NA $2.31 Broadcast, Cable and Online $4.80 $6.92 NA $60.24 $23.99
    • Frequency Optimization: Online alone: 4 (maximum improvement at 5) Television alone: 12 (maximum improvement at 22) Online with television: 9 total (maximum improvement at 15) "First Mention" Unaided Brand Awareness 12% Online Television Online with TV 10% Actual Online Frequency =4 Increase (Delta) in Awareness 8% Actual TV 6% Frequency=12 4% 2% Actual online/TV Frequency=9 0% 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 Number of Exposures n=295 control, 2,343 online test without exposure to offline ads, 873 television test without exposure to online or magazine ads and 3,723 combined online and TV. Extensive cross-media exposure prevents inclusion of magazine advertising in this analysis.
    • Media Optimization Example • In scenario 1, total spending is about the same, reach is reduced to 70% with savings applied to additional spending online, with slightly better results on most brand metrics. • In scenario 2, overall TV spending is reduced while maintaining overall online spending and campaign reach, with marginal loss in campaign impacts. Scenario 1 Scenario 2 Scenario 1: Reduce Reach to 70% Scenario 2: Reduce TV frequency Increase online frequency Benchmark: Actual for $1.5MM in savings Benchmark: Actual Campaign Campaign 8.3% Unaided brand awareness 7.5% 7.7% Unaided brand awareness 7.7% 30.5% Aided brand awareness 28.7% 30.7% Aided brand awareness 30.7% 14.5% 12.1% Recall of online advertising Recall of online advertising 12.6% 12.6% 53.3% 47.3% Recall of television advertising Recall of television advertising 50.9% 50.9% 33.2% 30.2% Message Association Message Association 32.4% 32.4% 9.4% 8.7% Brand favorability Brand favorability 9.7% 9.7% 10.3% Increase (Delta) 8.6% Likelihood of Purchase Likelihood of Purchase Increase (Delta) 9.8% in Brand Metrics 9.8% in Brand Metrics 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60%
    • Brand Equity Deliverables As part of a Brand Equity program, you will be provided with an unmatched view into your brand Insight Equity Index Score. The IEI is delivered in a concise thermometer graph that sets baseline brand equity measures. Over time identify what triggers your equity needle to move. Brand Strength Quadrant Map. Understand how your brand and your competitors’ brands stack up against one another on overall familiarity and strength. Brand Preference Share. Quantify how much of the market is yours today. Trending brand preference will tell you how much of the market you have captured through your efforts.
    • Understand Brand Strength Individual level utilities created from staging data are 90 used to produce tools to assess brand strength. So u th w Am est er Brand Strength Index ica n Niche Power Brand Strength Index Brands Brands 80 No rth we st Insignificant Declining Brands Brands De l ta AT A Brand Familiarity 70
    • InsightExpress is building the future of market research. Make Us a Part of Your Future Thank you for your time. Molly Hislop Director of Market Research mhislop@insightexpress.com