Measuring the Effectiveness of Cross Media Campaigns

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Measuring the Effectiveness of Cross Media Campaigns

  1. 1. Measuring the Effectiveness of Cross Media Campaigns Doron Wesly, Millward Brown Kara Manatt, Dynamic Logic Print Council Advertising Research Foundation March 19, 2008
  2. 2. 2 MediaMedia AgencyAgency CreativeCreative AgencyAgency MediaMedia CompanyCompany Advertiser/Advertiser/ BrandBrand DigitalDigital AgencyAgency AgencyAgency ofof RecordRecord MillwardMillward BrownBrown MediaMedia AgencyAgency CreativeCreative AgencyAgency Advertiser/Advertiser/ BrandBrand DigitalDigital AgencyAgency AgencyAgency ofof RecordRecord MillwardMillward Challenge: align research with client needs Session with key stakeholders to: 1. Share campaign objectives 2. Determine research objectives 3. Set expectations for outcomes ● How research will be used to make planning decisions, by whom ● Key performance metrics needed ● Discuss "what if" scenarios 4. Propose solutions that will meet planning and measurement needs Stakeholders: ● Agencies ● Advertiser > Marketing/Media > Researcher > Brand Manager Stakeholder Engagement Process How can the advertiser most efficiently and effectively use its media budget?
  3. 3. 3 Challenge: measure campaign integration • Copy testing can help advertisers, agencies, and publishers understand campaign creative strengths and weaknesses • Holistic copy testing can provide insight about ● Campaign creative integration ● Media audience Campaigns with integrated creative show a boost on key measures as media are added to the campaign, while campaigns without integrated creative may decrease in effectiveness Case 1: Integrated creative Case 2: Unintegrated creative One medium Two media One medium Two media Favorability 50% 67% 37% 29% Consideration 16% 28% 30% 24%
  4. 4. 4 Challenge: measure media duplication Blended sample from online panel and web intercept ● Panel > nationally representative magazine and offline media audience ● Intercept > booster sample for online site(s) > Targets online and joint print/online audiences AdScout tracking and survey questions are used to assess respondent opportunity to see (OTS) advertising in each medium ● OTS provides measure of media effectiveness tied to media planning Panel sample can be used together with OTS to measure media duplication
  5. 5. 5 Challenge: measure magazine OTS & frequency fairly Magazine OTS determined by: ● frequency of readership for titles where advertising appears > 3-month screener and frequency are asked for each magazine OR ● showing magazine issue covers > Convergent validity has been tested for both approaches —Cardarelli, Havlena, and Campbell 2005 > Campaign-specific approach is recommended based on media plan and analytical framework Account for: ● audience accumulation ● advertising decay accounted for in frequency estimation
  6. 6. 6 Challenge: obtain basic campaign effectiveness measures • Magazine Publishers of America selected Dynamic Logic to quantify the attitudinal impact of the Jeep Compass integrated marketing campaign across TV, magazine, and online • Magazine OTS was determined by specific-issue readership for titles where advertising appeared ● 3-month screener and specific issues read were asked for each magazine
  7. 7. 7 Opportunity to see advertising in multiple media increased brand awareness 100 133 136 145 158 164 161 176 0 50 100 150 200 Control TVonly Magazine only Online only TV+Online Mag+Online TV+Mag TV+Mag+On Aided Brand Awareness
  8. 8. 8 Campaign memorability, driven by magazines and online, was associated with purchase consideration Purchase Consideration 100 109 122 78 117 165 143 170 0 50 100 150 200 Control TV only Magazine only Online only TV+Online Mag+Online TV+Mag TV+Mag+Online
  9. 9. 9 Awareness of Jeep Compass advertising continued to increase with magazine exposure frequency Note: TV & online consumption levels, including time periods, were controlled for between magazine exposure frequency groups Aided Advertising Awareness 163 156 219 250 256 288 0 50 100 150 200 250 300 Control 1-2 Magazines 3-4 Magazines 5+ Magazines Number of magazine issues read Magazine Only Magazine+TV+Online
  10. 10. 10 Favorability continued to increase with magazine frequency among consumers exposed to 3 media Note: TV & online consumption levels, including time periods, were controlled for between magazine exposure frequency groups Brand Favorability 135 165 165 150 185 225 0 50 100 150 200 250 Control 1-2 Magazines 3-4 Magazines 5+ Magazines Number of magazine issues read Magazine Only Magazine+TV+Online
  11. 11. 11 Magazines alone or in combination with online were most cost-efficient TV Magazine Online TV + Online Mag + Online TV + Mag TV + Mag + Online Aided Brand Awareness 236 100 131 282 133 314 207 Aided Ad Awareness 434 100 167 1666 147 380 212 Message Association 186 113 115 644 100 239 322 Brand Imagery Attribute A ** ** ** ** 100 461 301 Attribute B ** 183 ** ** 100 238 199 Attribute C ** 156 ** ** 100 204 215 Attribute D 1914 ** ** ** 100 553 232 Attribute E ** 163 ** ** 100 646 242 Attribute F ** ** ** ** 100 500 586 Brand Favorability 594 112 ** 2496 100 330 317 Purchase Consideration ** ** ** ** 100 1887 960 Calculated Cost-Per-Person (CPP) by Metric and Exposure Cell Note: Costs are indexed to most efficient media combination (CPP = 100) for each metric
  12. 12. 12 Challenge: general conclusion about integrated campaigns • Dynamic Logic has conducted 200+ cross-media campaign evaluations • 32 were identified for analysis in 2007 ● Studies contained unique measurements consisting of television, magazine, and "standard display" internet advertising placements ● Comparable in terms of target audience composition, reach & frequency, seasonality, flight time, and type of magazine ● Over 300,000 respondents across the studies
  13. 13. 13 7.6 9.8 2.9 4.6 3.7 1.6 1.0 5.7 8.3 7.3 7.0 3.9 4.4 1.7 3.4 0 5 10 15 20 25 30 35 Aided Brand Awareness Advertising Awareness Message Association Brand Favorability Purchase Intent TV Online Magazine Magazines are strongest driver of persuasion, while maintaining strong levels of awareness generation AverageDelta *Consumer magazines were used in this test across various categories. Trade publications were excluded from this analysis Source: Dynamic Logic CrossMedia Research N=32 2004 - 2007 Delta = Exposed - control 17.0 22.5 9.0 11.8 12.6 Incremental Effect of Medium on Brand Metrics: Overall Studies Average Percentage Point Increase over Unexposed (Control) Baseline
  14. 14. 14 CPG campaigns exhibit larger increase in awareness; TV is particularly strong at increasing Message Association • Magazines are a memorable medium for this category and demonstrate consistent results with the aggregated dataset Source: Dynamic Logic CrossMedia Research N=14 2007 Delta = Exposed - control 7.2 11.0 2.6 3.5 3.5 2.0 2.5 4.3 8.6 7.1 6.6 6.3 4.8 1.8 3.8 0 5 10 15 20 25 30 35 Aided Brand Awareness Advertising Awareness Message Association Brand Favorability Purchase Intent/ Consideration TV Online Magazine *Consumer magazines were used in this test across various categories. Trade publications were excluded from this analysis AverageDelta Incremental Effect of Medium on Brand Metrics: CPG Studies Average Percentage Point Increase over Unexposed (Control) Baseline 15.0 24.4 11.9 11.7 12.6
  15. 15. 15 • Millward Brown implemented a cutting edge research design to evaluate media interactions (print, online) and the effect on targets for a major pharmaceutical brand Challenge: model entire communication flow Total Communication Online Consideration Magazines Awareness Online Magazines Exposure
  16. 16. 16 Media reached the majority of the target consumer population – primarily through print Duplicated Mag-Online Reach: 8.2% Frequency: 4.5 Magazines Only Reach: 49% Frequency: 1.2 Online Only Reach: 8% Frequency: 2.6 • Most of the reach for the campaign was achieved via magazines. • Online extended the campaign beyond the print audience. • The average frequency achieved for those reached only by magazines was quite low, at 1.2. • Given the positive synergistic effect of online and magazines, working to achieve a higher frequency in the print campaign would have a positive impact on the key metrics. • Given the low average frequency for magazines, wear-out was not an issue.
  17. 17. 17 Print advertising had good impact on awareness, but synergy was evident Note: Magazine R/F as planned for Nov 2006: 54%/2.2 34% 0% 20% Unaided Awareness Aided Brand Awareness Measured Reach/Average Frequency of Exposure 0 1.2 2.6 4.5 No Media Exposure Magazine Only Online Only Magazine & Online 28% 44% 49% 19% 37% 8% 43% 62% 8%
  18. 18. 18 Campaign media implications 1. Magazines & online ● higher frequency of exposure would lead to more positive impact in terms of awareness, especially among prospects. 2. Online ● adds unique reach to the media plan ● frequency levels may be too low, on average, to achieve an impact on its own. 3. Modeling ● Suggest high frequency levels (over 5) are needed to drive a change in awareness for magazines alone. 4. Duplication ● increasing exposure to both print and online media strengthens the positive impact of the advertising because of synergy and frequency of exposure.
  19. 19. 19 Challenge: What’s next? • Modeling of media and creative effectiveness to improve campaign optimization • Volume of cross media studies makes more advanced normative analysis possible ● Multivariate analysis of campaign effectiveness drivers ● Quantifying media synergy ● Understanding frequency effects across media at the consumer level ● Ongoing in market cross media measurement > intra media > inter media
  20. 20. 20 Final thoughts ● Campaign objective > brand, media, agency ● Creative impact > on campaign ● Media impact > individually & synergistically ● Analyze media delivery > reach ● Scenario planning ● Normative analysis
  21. 21. 21 Thank you ● Doron Wesly, doron.wesly@us.millwardbrown.com ● Kara Manatt, karam@dynamiclogic.com

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