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Canadian Media Optimization Study

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  1. 1. CMOST
  2. 2. Research Design Launch Control Online + Media 1 (Online Exposed) Media 1 Only (Online Unexposed) Pre-Launch Month 1 Month 2 Month 3 Score Electronic Cookie Tracking
  3. 3. Research Design (cont’d)
  4. 4. 8 Canadian Studies…
  5. 5. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  6. 6. % Composition of Future Prospects by Media Exposure Base : Total sample Attracting New Users Through Online Actual figures and prospect definition not shown to maintain confidentiality
  7. 7. Key Metric Strengths Among Target Market Index – Target Market vs. Total Sample (100) Identifying Areas For Improvement Strength amongst target Opportunity for Improvement
  8. 8. Impact of Online Advertising Index – Exposed vs. Control (100) Base : Total sample On Its Own, Online Impacts Message Association Significant difference vs. control
  9. 9. Future Purchase Intent – Red Bull Index vs. Pre-wave (100 ) Base : 18 to 34 year olds Significant difference vs. control TV Strengthens Future Purchase Intent
  10. 10. Aided Online Advertising Awareness – Red Bull Index vs. Pre-wave (100 ) Base : 18 to 34 year olds Significant difference vs. control Radio Helps Online Drive Awareness of Online Ads
  11. 11. Significant difference vs. control Online Helps TV Enhance Brand Perceptions Impact on Brand Equity Statement – Red Bull Index vs. Pre-wave (100 ) Base : Energy Drink Users
  12. 12. Online Supports Radio In Strengthening The Campaign Significant difference vs. control
  13. 13. As frequency increases Increased Online Frequency Drove Mentions Further Significant difference vs. control Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100 )
  14. 14. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  15. 15. Rich Media Vs. Standard Ad Units Index: Impact from Rich Media vs. Standard Units Standard Unit index = 100 Indicates a significant difference at a 90% confidence level
  16. 16. Potential Change in Aided Advertising Awareness due to a $100,000 increase in… (Index vs. Actual Aided Advertising Awareness)
  17. 17. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  18. 18. During Canada’s busy RSP buying season (Jan.-Mar. 2005), AIM Trimark employed a multi-media brand-building campaign that included TV, Print and Online advertising. The campaign was initiated to increase awareness and favourability of the brand. A Cross Media Optimization Study (CMOST) was conducted by the Interactive Advertising Bureau of Canada to assist AIM Trimark in gaining insight into the synergistic effects between Online and traditional media activities such as TV and Print.
  19. 19. The addition of Online to the Media Mix increased Purchase Intent by a full 18 points, showing Online has the potential to drive sales and impact advertiser’s bottom lines
  20. 20. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  21. 21. Dove - Online
  22. 22. <ul><li>Unilever wanted to quantify the impact of the cross-platform marketing campaign for Dove Sensitive Essentials. </li></ul><ul><li>A multimedia campaign was run that included: </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><li>Main Target: Women 18-49 with sensitive facial skin. </li></ul>
  23. 23. Web + TV + Print VS. TV Only Further, the media were complementary in reaching across the wider demographic target *The forthcoming results of the econometrics work should help us understand the ROI by medium, given the vastly different levels of investment in this case (Online was by far the smallest spend) <ul><li>Total Sample </li></ul><ul><ul><li>9.1% Lift in Aided Brand Awareness </li></ul></ul><ul><ul><li>32.3% Lift in Aided Ad Awareness </li></ul></ul><ul><ul><li>46.7% Lift in Purchase Intent </li></ul></ul><ul><li>Target Group </li></ul><ul><ul><li>16.3% Lift in Aided Brand Awareness </li></ul></ul><ul><ul><li>33.4% Lift in Aided Ad Awareness </li></ul></ul><ul><ul><li>An average of 15.6% Lift in key Attribute Statements </li></ul></ul>
  24. 24. Aided Brand Awareness Total Sample Indexed Vs. Control (index: Control=100) With The Total Sample Online Only was As Effective As TV Only +9.1% Aided Brand Awareness Target Group Indexed Vs. Target Group Control (index: Target Control=100) +16.3%
  25. 25. While Both Outdoor or Online (in addition to print) had similar effects – Outdoor spend FAR EXCEEDED Online spend +32.3% +33.4% Aided Advertising Awareness Total Sample Indexed Vs. Control (index: Control=100) Aided Advertising Awareness Target Group Indexed Vs. Target Group Control (index: Target Control=100)
  26. 26. Purchase Intent Total Sample Indexed Vs. Control (index: Control=100) “ Online Only” Had More Impact on Purchase Intent Than “TV Only” +46.7% Control = 100 While Both Outdoor or Online (in addition to Print) had similar effects… Outdoor spend FAR EXCEEDED Online spend
  27. 27. Attribute Scores Total Sample Indexed Vs. Control (index: Control=100) Online had more impact with the Target Market than with the Total Population Sample TV + Print + Outdoor TV + Print + Online TV Only Online Only Attribute Scores Target Group Indexed Vs. Control (index: Control=100)
  28. 28. % Age Distribution By Exposure Internet Skewed Younger Than T.V. The Effect of Both Mediums Together is Complementary, allowing for a slightly younger reach (considering low Online spend levels)
  29. 29. <ul><li>Econometric modeling produces a mathematical model representing actual media spend and the target outcome (Aided Advertising Awareness). </li></ul><ul><ul><ul><li>- The resulting model is used as the basis of a Scenario (what if) analysis. </li></ul></ul></ul><ul><li>A Scenario (what if) analysis is used to measure the impact of various spending mix options for the purpose identifying the optimal media mix </li></ul><ul><ul><ul><ul><ul><li>- The optimal media mix is one which produces the greatest level of Aided Advertising Awareness for the allocated budget </li></ul></ul></ul></ul></ul>The media mix that maximizes ROI is derived via a series of analyses consisting of the following steps: New Insights from Econometrics Analysis
  30. 30. Maximized Aided Advertising Awareness A shift in spending towards Online from TV and OOH would have potentially increased Aided Advertising Awareness from 49% to 52% Media Mix Scenario Analysis
  31. 31. Relationship between Advertising Expenditure and Aided Advertising Awareness The Online channel is more sensitive to changes in spending levels than the other media channels Online OOH TV Magazine Impact of a $100,000 increase in spending by Channel
  32. 32. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  33. 33. Canadian Tire - Online
  34. 34. <ul><li>Canadian Tire ran a campaign focused around Father’s Day comprising two themes: </li></ul><ul><ul><li>A promotional contest </li></ul></ul><ul><ul><li>Certain price promotional features </li></ul></ul><ul><li>A multimedia campaign was run during a two week period: </li></ul><ul><ul><li>Radio (30 second spots) </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Flyers (national drop and e-flyer) </li></ul></ul><ul><ul><li>Support on the site </li></ul></ul><ul><li>Main Target: Adults 25-54 </li></ul>
  35. 35. Web + Radio VS. Radio Only Women had a better recall to the online advertising compared to radio which resonated with men Further, Comscore data showed increases in the website activity – particularly among women <ul><li>Females </li></ul><ul><ul><li>16.7 % Lift in Unaided Advertising Awareness </li></ul></ul><ul><ul><li>5.9% Lift in Brand Favourability </li></ul></ul><ul><li>Total Sample </li></ul><ul><ul><li>5.8% Lift in Aided Advertising Awareness: +7.5% among English speaking respondents </li></ul></ul><ul><ul><li>An average Lift of 8.4% across the Key Attribute Statements shown in this case study </li></ul></ul>
  36. 36.   The addition of Online with Radio produced the largest overall increase This was accentuated even more among English speaking respondents +5.8% +7.5% Control = 100
  37. 37. Canadian Tire Brand Attribute Scores - Total Sample Index. Vs. Control Control=100 83 101 101 99 98 105 103 104 106 111 113 114 Key Attribute D Key Attribute C Key Attribute B Key Attribute A The combination of Radio and Online produced significant increases across the majority of relevant Brand Attributes. +9.6% +9.4% +5.9% +8.6% Control = 100 Web + Radio Radio Only Web Only
  38. 38. The combination of Online and Radio was particularly effective against women. The campaign resonated with females, but had messaging that was relevant to the total adult market. +16.7% +5.9% Control = 100
  39. 39. The campaign was effective in driving website traffic, to the highest % of total internet unique visitors in 2 years Source: Mediametrix Comscore Data
  40. 40. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  41. 41. GM Envoy - Online
  42. 42. GM - Magazine
  43. 43. <ul><li>GM was promoting the introduction of a new model of SUV, the Envoy “XUV” (which has a special retractable roof). </li></ul><ul><li>GM ran a multimedia campaign with: </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Magazine (heavy & targeted) </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Out of Home (in a few key selected markets only) </li></ul></ul>
  44. 44. TV + Magazine + Web together VS. TV + Magazine O nly <ul><li>Econometric Modeling Results: </li></ul><ul><ul><li>The Internet medium had a straight-line relationship between media weight and ad awareness </li></ul></ul><ul><ul><li>The other mediums showed diminishing returns curves </li></ul></ul><ul><li>Total Sample </li></ul><ul><ul><li>8% Lift in Aided Brand Awareness </li></ul></ul><ul><ul><li>16% Lift in Aided Advertising Awareness –24% Lift if they were exposed 4+ times to the Web </li></ul></ul><ul><li>“ Those Consumers Who Were In The Market For A Vehicle” </li></ul><ul><ul><li>11% Lift in Aided Brand Awareness </li></ul></ul><ul><ul><li>30 % Lift Aided Advertising Awareness </li></ul></ul>
  45. 45. Online impacted Aided Brand Awareness for the Total Sample (+8%) But had even more impact with those who were actually in the market for a vehicle (+11%) Control = 100 Total Sample Index Vs. Control “ In Market Group” Index Vs. Control Aided Brand Awareness +11% +8%
  46. 46. We see that the addition of Web increased Advertising Awareness by 16% for the Total sample and 30% for the “In-Market Group” Control = 100 Total Sample Index Vs. Control “ In Market Group” Index Vs. Control Aided Advertising Awareness +16% +30%
  47. 47. Future Campaigns should consider distributing media weights across mediums Magazine, OOH and TV show have diminishing returns curve relationships The Internet medium has a straight-line relationship between weight levels and ad awareness. From: Econometric Modeling Results
  48. 48. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  49. 49. RBC Insurance - Online Super Banners Boxes Skyscrapers
  50. 50. <ul><li>RBC Insurance was promoting multiple insurance products </li></ul><ul><ul><li>Using a variety of online creative formats. </li></ul></ul><ul><li>RBC Insurance wished to understand: </li></ul><ul><ul><li>The impact of Internet on key brand metrics against defined customer targets </li></ul></ul>
  51. 51. <ul><li>When people were exposed to the Internet campaign vs. unexposed there was a: </li></ul><ul><ul><li>53% lift in awareness of RBC’s “expertise in insurance” </li></ul></ul><ul><ul><li>37% lift amongst key segments in brand f avourability </li></ul></ul><ul><ul><li>54% of those who were exposed identified themselves as key decision makers for buying insurance </li></ul></ul>
  52. 52. Vs. The Key Target Group: The Internet advertising campaign was effective across the brand metrics and attributes. There was a 53% lift in RBC Insurance &quot;Provides Insurance Expertise&quot; For each of the following insurance brands, please indicate which statements, if any, you think describes it. % Who Agreed RBC – Provides Insurance Expertise Key Target Group Exposed Indexed Vs. Target Group Control (index: Control=100) Control = 100
  53. 53. Brand Favourability saw a lift of 37% key target group exposed vs. unexposed. How would you describe your overall opinion about each of the following brands of insurance? Brand Favourability Key Target Group Exposed Indexed Vs. Target Group Control (index: Control=100) Control = 100
  54. 54. What is your role in making insurance decisions for your household? I am the Primary decision-maker I share this responsibility with someone else Someone else makes the insurance decisions for my household 54 % of the online audience were key insurance decision makers
  55. 55. <ul><li>The Internet was very effective in permit ting RBC to accurate ly target the Key Decision makers. </li></ul><ul><li>The Internet proved effective in delivering the key messages. </li></ul>
  56. 56. <ul><li>Case Studies - </li></ul><ul><ul><li>Red Bull </li></ul></ul><ul><ul><li>KalTire </li></ul></ul><ul><ul><li>AIM Trimark </li></ul></ul><ul><ul><li>Dove </li></ul></ul><ul><ul><li>Canadian Tire </li></ul></ul><ul><ul><li>GM </li></ul></ul><ul><ul><li>RBC </li></ul></ul><ul><ul><li>Molson </li></ul></ul>
  57. 57. Molson Seize The Day - Online
  58. 58. <ul><li>Molson launched a major new advertising campaign called “Seize the Day”. </li></ul><ul><li>Molson ran an online advertising campaign which supported the main TV message: </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><li>  </li></ul><ul><li>Molson sponsored “The Rolling Stones Toronto concert” at the same time </li></ul>
  59. 59. <ul><li>For the campaign when TV and Web were used together vs. TV only there was a - </li></ul><ul><li>  </li></ul><ul><ul><li>27% Lift in online advertising awareness </li></ul></ul><ul><ul><li>48% Lift in tagline association </li></ul></ul><ul><ul><li>16% Lift in key brand relevance metric </li></ul></ul><ul><ul><li>35% Lift in event sponsorship association </li></ul></ul>
  60. 60. Online Advertising Awareness Indexed Vs. Control An increase in Online Ad Awareness among key targets Control = 100
  61. 61. Tagline Association Indexed Vs. TV Only Online Ad Awareness and Message Association are strongly impacted by the addition of online advertising - Dynamic Logic Database (>800 campaigns) TV Only = 100
  62. 62. The target group showed an affinity for the campaign when exposed to online advertising. Demonstrated by a positive lift in “Advertising I could relate to” score. “ A beer with advertising I can relate to” Index Vs. Control Control = 100
  63. 63. Online advertising is an especially effective medium for reinforcing sponsorships to consumers. This measure compared to other norms has the largest average lift vs. baseline. - Dynamic Logic Database (>800 campaigns) Event Sponsorship Association Indexed Vs. Control Control = 100
  64. 64. <ul><li>The Internet was a strong complementary medium </li></ul><ul><li>Best Practices were learned regarding online creative </li></ul><ul><ul><li>Logo should appear throughout all frames </li></ul></ul><ul><ul><li>Creative should not be too cluttered </li></ul></ul><ul><ul><li>Ad Logos on Skyscrapers should not appear “below the fold” </li></ul></ul>
  65. 65. Source: Dynamic Logic Strongest relative impact of various media occurred at different points in the purchase funnel
  66. 66. <ul><li>Online is now a traditional media channel (among the big 3!) </li></ul><ul><li>Leverage new Online ad technologies to stay ahead of the game </li></ul><ul><li>Online has proven to work synergistically with all media channels </li></ul><ul><li>Rich media out-performs static advertising </li></ul><ul><li>Online is very effective at communicating sponsorship messages </li></ul><ul><li>Online is very efficient at driving advertising awareness </li></ul><ul><li>Online impacts key stages in the purchase funnel </li></ul><ul><li>Creative messaging needs to be consistent across channels </li></ul><ul><li>Leverage Online to precisely target your consumers </li></ul><ul><li>Online branded content is attracting consumer attention </li></ul>CMOST Top Ten Take-aways…