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Millward-Brown Media Multiplier


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Millward-Brown Media Multiplier

  1. 1. K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T How to make the most of multimedia advertising With increasing fragmentation leading to a long media tail, it is usually neces- sary to use multiple media to reach your target audience. While this makes the marketer’s life more complicated, it does offer real benefits, particularly in terms of media-multiplier effects, communicating a richer message, and sustaining the effect of your activity. In recent years, due to the proliferation of cable/satellite channels and TV fragmentation, it has become essential to use multiple channels to reach all of the target audience in many countries. Additionally, other channels have developed, including the Internet and various ambient media, resulting in a much wider range of options. There are many differences between the benefits of different media. In terms of targeting, some channels, such as TV, can still reach a very wide audience. And while TV fragmentation causes problems, it does have the benefit of allowing greater targeting of minority audiences than ever before. Whereas Online advertising can work well in this context. Analysis of print and the Internet for example, are good at reaching online advertising which was part of multimedia campaigns highly targeted audiences segmented by interest. reveals that the online ads had incremental effects on aware- (Individual Knowledge Points on each of the main media ness, favorability and consideration. discuss the unique features of each media in detail). REACH The simplest reason for multimedia advertising is extending reach. TV remains the best vehicle for achieving reach, but it is usually helpful to use other media to reach light/non TV viewers. The example below shows TV ad awareness peak- ing at 40 percent, but with the addition of print and in store, this reaches over 50 percent. Media-multiplier There can be a genuinely synergistic effect of using multiple channels. The following chart shows the aggregate result of an analysis conducted on behalf of the Magazine Publish- How to make the most of multimedia advertising © Millward Brown April 2008
  2. 2. K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T ers of America, analyzing sales for 13 brands over a three 1 cific media to refresh messages communicated earlier, and year time frame, and correlating purchase intent with media the power of multimedia advertising becomes clear. awareness. The analysis tracked awareness and purchase in- tent on a weekly basis. A statistically significant relationship So, while it can take time and effort to explore the lives and between a change in advertising awareness and a corre- mindsets of your consumers to understand which channels sponding change in purchase intent was evident for 6 per- 1 offer the best opportunity for connection, multimedia cam- cent of the brands. Among those cases where a significant paigns have some major benefits. More information can relationship was found, the source of awareness that was be conveyed, such as more specific detail, complemen- driving the change was identified. A combination of media tary messages, pricing information, or variant information. — both television and magazines working together — was Equally, it can simply build a sense of “noise” around a brand most strongly related to productive changes in purchase in- and can help trigger the purchase near point of sale. tent. Clear evidence of the media-multiplier effect. There are two main forms of the multiplier effect. MAGNIFY Where multiple channels are used to reach the same target audience, we refer to this as Magnify. In terms of a me- dia schedule, this approach delivers all of those messages at about the same time. Surrounding the consumer with an integrated set of messages through different vehicles causes the overall effect to be greater than what could be In a project conducted by Millward Brown for the U.K.’s achieved through one medium alone. Specific messages Newspaper Marketing agency, it was found that a combina- can accumulate into broader ideas. For a complex and tion of TV and newspaper increased consideration for Guin- multifaceted message with the objective of changing es- ness by four times as much as the TV alone. tablished perceptions, or eliciting an active response, Mag- nify is the likely strategic choice. The media-multiplier effect seems to stem from a number of phenomena. Magnify was used by one brand struggling to differentiate it- self in a U.K. utility sector. The marketplace was crowded,and For some media, e.g. print, attention is paid only to ads that there was one dominant player. The brand launched a cam- interest the consumer. But TV can add warmth and interest paign, including both a TV and radio execution, around the to a brand, to encourage a consumer to want to find out same theme using the same music and jingle. The effects more. As a consequence, they are more likely to read a print of different media were isolated by looking at consumers ad for it. with different opportunities to be exposed to the various parts of the campaign. The demographics of each group Additionally, viewing another ad, whether it is print, online were very similar; any differences in the data could be at- or OOH, may awaken associations formed by the TV ad tributed to the different media mixes. — particularly if the same creative approach is taken. The combination of these two effects can cause a powerful “me- Analysis shows the differences in results between the TV dia-multiplier” effect. and radio only cells and those exposed to both TV and radio. The difference between the two is ascribed to the Add to this the possibilities of using situation and time spe- multimedia effect. The differences are from the stronger of either the “radio only” or “‘TV only” cells. How to make the most of multimedia advertising 2 © Millward Brown April 2008
  3. 3. K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T will be strongest when the same creative approach is used across the media, with the activation advertising awakens associations from the demand advertising. This is discussed in further detail in our Knowledge Point, “What are the main influences on purchase decisions?” Resonate In another example, a financial client used relatively low We use the term Resonate to refer to campaigns where a weight TV activity in one region but not another, and poster cheaper medium is used to prolong the effect of a more ex- activity in both regions with a similar creative to the TV cam- pensive one. For example, a campaign might run on TV for paign. The poster recognition levels were similar in both re- a period of time, then the TV execution is adapted for radio, gions. However, understanding of the posters was stronger in featuring a notable audio cue from the TV ad. When the the TV advertised region, and there was also greater mes- radio ads are heard, that cue stimulates associations from sage take out. the TV advertising. This effectively prolongs the impact of TV and makes the TV budget go further than it otherwise would. Aquafresh used this approach for one of their campaigns. A national burst of TV advertising was used to support the brand. Straight after the TV burst, a burst of radio advertis- ing was deployed in one TV region, using sound cues all One provider of operating systems included web advertising based around the brand’s “Fresh energy” platform. At the within its campaign. Research identified that the campaign end of the TV campaign, but prior to the radio ad, aware- was successful; consideration for the brand increased. But ness and consideration of Aquafresh were the same in the the web advertising added significantly to the campaign; radio advertised region as the rest of the country. those exposed to the online ads were more likely to consider the brand than those not exposed. The radio advertising successfully extended Aquafresh’s media presence, with the extra awareness being misattrib- uted to TV. Some advertising is better at setting up demand for a prod- uct, demand which can then be activated at point of sale. Carefully planned multimedia campaigns can capitalize on The indexed growth in any media ad awareness from this effect. Discount coupons, posters outside stores, in-store 100–1 actually equated to a rise of 1 percent. Assuming 54 3 sampling, or displays can trigger the activation. This effect general media costs, this was achieved for the equivalent How to make the most of multimedia advertising © Millward Brown April 2008
  4. 4. K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T K N OW L E D G E P O I N T investment of 30 TV GRPs. The real strength of the radio activity was its ability to gener- ate further presence and purchase intent for the brand. In terms of profiles, the makeup of consumers in the radio advertised regions was similar both prior to and during the radio ad. The differences observed were due to the radio advertising and not the profile or regional variations in re- spondents’ behavior. Creative elements For the media-multiplier effect to work well, creative ele- ments need to be shared across the media and these should be the elements that stand out. This may be a distinctive vi- sual, such as a celebrity, or character; music, such as a jingle; or a slogan. The nature of the distinctive element is naturally important, because it will influence the other media that the idea can be extended to. Knowledge Points are drawn from the Millward Brown Knowledge Bank, consisting of our databases of 80,000 brand reports and 40,000 ads, as well as 1,000 case studies, 700 conference papers and magazine articles, and 250 Learnings documents. How to make the most of multimedia advertising © Millward Brown April 2008