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Havas Digital




Lead Contributors
                       Sharon Bernstein
                       VP, Insights Director
                       Media Contacts
                       sharon.bernstein@us.mediacontacts.com



                       Mark Egan
                       SVP, Global Director New Business
                       Havas Digital
                       mark.egan@havasdigital.com



                       Rob Griffin
                       SVP, Global Director Product Development
                       Havas Digital
                       rob.griffin@havasdigital.com




© 2011 Havas Digital
Havas Digital




CONTENTS
1. What is cross-media behavioral measurement?.. . . . . . . . . . . . . . . . . . . . 4
2. What are the benefits of cross-media
   behavioral analysis?.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
3. What are the challenges to cross-media
   behavioral analysis? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
4. Our solution to cross-media behavioral analysis.. . . . . . . . . . . . . . . . . . . 9
5. Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
             .
6. Contact details. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11




© 2011 Havas Digital
Havas Digital
                                                                            Cross-Media
                                                                Behavioral Measurement




What is cross-media
behavioral measurement?                                                          1
As an agency, we plan and measure media as it relates to our clients’ job responsibilities.
We tend to look at the success of the individual channels (e.g., TV, print, display, paid
search, natural search, etc.), instead of taking into account the target consumer’s media
consumption and how media work together; the impact each channel has on each other.
When we get the opportunity to look at holistic media response, it’s often “after the
fact,” too late to impact future campaign strategy and quite laborious, matching various
Excel spreadsheets and pivot tables together.

Cross-media behavioral measurement is the analysis of multiple media channels in
concert to quantify the impact each channel has:
1. In driving Website behavior.
2. In influencing the spread of the brand’s digital footprint (through social media).
3. On other media channels’ performances, both online and offline.
4. On the influence of campaign goals (e.g., conversions, leads, etc) as it relates to
   total media exposure (as compared to individual channel performance).

There are two types of cross-media behavioral measurement:
• Online: measurement of how online channels work together to drive campaign
  performance.
   – Display’s impact on paid search
   – Display’s impact on natural search
   – Paid search’s impact on natural search
   – Impact on Website behavior
   – Impact on conversion performance
   – Impact on e-mail response
• Cross-channel: measurement of how offline channels (e.g., radio, TV, print, OOH)
  work together to drive online campaign performance (e.g., TV’s impact on paid
  search), as well as online behavior.
   – Impact on paid search
   – Impact on natural search
   – Impact on display
   – Impact on e-mail response
   – Impact on Website behavior
   – Impact on conversion performance




© 2011 Havas Digital                                                                     4
Havas Digital
                                                                              Cross-Media
                                                                  Behavioral Measurement




                                            case study


   display’s impact on paid search


   Depending on the industry, Havas Digital can see lifts of 50% or more in conversion
   when searchers are exposed to an online display campaign (Note: A display expo-
   sure is defined as seeing an impression within a 14-day window prior to a search
   click). Conversion can be defined as a purchase, download, registration, or how the
   target audience identifies themselves as a particular segment; all determined by the
   client’s campaign and site goals.
   As expected, direct response campaigns with specific offers typically have a higher
   impact on paid search conversion over display awareness campaigns, but that does
   not mean that the two are mutually exclusive. In fact both channels often work
   together to create a strong brand statement for the client.
   For example, one of Havas Digital’s retail banking clients promoted its checking
   account product online through a display and paid search campaign. The display
   campaign promoted the program, and offered a bonus for those that signed up
   online. Searchers who saw the display ads were close to 20% more likely to apply
   for an account than searchers who didn’t see the display ads.


                                                          Key Takeaway
                                                          Display campaigns have a huge
                                                          impact on search behavior! When
                                                          planning both media, we need to
                                                          ensure that we are buying keywords
                                                          and phrases that appear in display
                                                          ads, as well as make sure our
                                                          clients’ brands are appearing in top
                                                          positions in search results when
                                                          the display campaigns are running.
                                                          Otherwise the advertiser will lose
                                                          valuable qualified traffic to the
     Search Conversion Rate (L)   Conversion Volume (R)   competition.




© 2011 Havas Digital                                                                             5
Havas Digital
                                                                                   Cross-Media
                                                                       Behavioral Measurement




What are the benefits of
cross-media behavioral analysis?
The two main benefits of cross-media behavioral measurement are increasing total
                                                                                          2
campaign performance and optimal channel planning and budget allocation. Look-
ing at how all of the brand’s media channels work together will not only create budget
efficiencies, but ultimately drive more conversions for the brand (read: higher sales!).
Measuring cross-media behavioral response is crucial to budget planning. Oftentimes,
digital channels have a smaller share of budgets. Cross-media behavioral analysis can
show how online channels drive the “last brand touch” before conversion, warranting
higher spends.

There are a few simple approaches to measuring cross-channel campaign performance:
 • Correlate offline reach and spend by channel and search
   (both paid and natural) clicks.
 • Measure increases (“above average”) and trends in Website traffic and activities.
 • Analyzing paid search click thru rate (CTR).
   – Is there an increase in clicks, but not impressions, to indicate a more qualified audience?
   – Is there an increase in impressions to show greater share of search category?
 • Trend social media buzz/mentions with channel spend.

Through various advanced analyses (this is just a sample list!), analyzing cross-media
behavioral interaction can help drive channel planning:
 • To determine which sites/search engines, placements/keywords, and/or
   creatives drive online response and engagement.
 • To analyze TV show genre to determine if a particular type of show
   (e.g., news vs. sports vs reality) with a specific target audience drives
   a higher online response or more valuable conversions.
 • To define the average time lag between offline exposure and online behavior.
 • To identify different day parts or geographies driving response from a mass
   media push.
 • To define what channel combinations drive consumers with the highest
   conversion value.
 • To determine which tactics drive positive social media response, for increased
   brand trust.

We recommend looking at all possible combinations with the available data to see what
works for your specific brand and campaign objectives.




© 2011 Havas Digital                                                                               6
Havas Digital
                                                                                Cross-Media
                                                                    Behavioral Measurement




                                          case study


   determining time delay from TV exposure to search activity


   It is logical to suspect that offline media drives online activity because it’s “typical”
   for a consumer to respond to a commercial or print ad by going directly to the
   point of purchase, or going online to the brand site or to a search engine for more
   information. But, to what extent does TV affect search and how does it actually
   help drive brand response?
   Analyzing TV and search data (both paid and natural search) for one of Havas
   Digital’s automotive clients showed that consumers exposed to a TV commercial
   during primetime were likely to search for the specific car model 13 hours later
   (presumably when they got to work the next day). Knowing the delay in activity
   helps the agency plan the search campaign accordingly to capture the response.


                                                           Key Takeaway
                                                           TV campaigns have a large
                                                           impact on search behavior! Paid
                                                           search budgets must be planned
                                                           in accordance to the resulting
                                                           behavior, releasing cost caps and
                                                           prioritizing specific keywords and
                                                           phrases that appear in TV ads.
                                                           Also, make sure the client’s brand is
                                                           appearing in top positions in search
                                                           results when the TV campaigns are
                                                           running (so we don’t lose valuable
                                                           qualified traffic to the competitor
                         Day                               brands). Align creative as well as
                                                           landing pages with key messages
                                                           from the TV campaign to reinforce
                                                           brand messaging and increase
       Reach Index      Total Search - 13 hours            natural search rankings.




© 2011 Havas Digital                                                                               7
Havas Digital
                                                                           Cross-Media
                                                               Behavioral Measurement




What are the challenges to
cross-media behavioral analysis?                                               3
One of the biggest challenges to measuring cross-media behavioral interaction is having
the data available for the analysis. Not only having the data, but having the data at the
right granularity is critical for a successful study.
Depending on the objectives of the analysis, the minimum data required includes:
 • Minute-by-minute (i.e., time-stamped) online media delivery and response data.
 • TV GRPs by creative, by property, program by day, by hour.
 • Radio TRPs by creative, by station by program, by day, by hour.
 • Website home page visits by channel (e.g., direct entry, natural search, paid search,
   e-mail, etc) by day by hour.
 • Website conversion volume and conversion value data by day.

It’s also crucial to make sure you have data pre- and post-media campaign to create
baselines and quantify the lift in activity driven by the campaign efforts.




© 2011 Havas Digital                                                                   8
Havas Digital
                                                                               Cross-Media
                                                                   Behavioral Measurement




OUR solution to cross-media
behavioral analysis
We use our proprietary campaign management system, Artemis™, for cross-media
                                                                                    4
behavioral analysis. Artemis™ collects cookie level digital campaign data real-time from
multiple sources (including ad servers, Web analytics tools), and has the flexibility to merge,
fuse and extend data sets (including client data). Artemis™ also includes offline media data
from Donovan Data Systems to determine efficiencies between channels for more effec-
tive media planning. The integration enables easy comparison of offline data points to
parallel online metrics.




  data integration                                                       APPLICATION



  • Online media data                                              Planning and analysis
                                                                   • Campaign optimization
  • Offline media data                                             • Historical data storage
  • Website data                                                   • Custom data integration
                                                                   • Attribution analysis
  • Customer profile data                                          • Cross-media analysis




Because Artemis™ includes cookie level data, Havas Digital have the timestamp
for each impression delivered, click received, and resulting activity recorded making
cross-channel behavioral analysis simple and timely.




© 2011 Havas Digital                                                                         9
Havas Digital
                                                                           Cross-Media
                                                               Behavioral Measurement




Conclusion                                                                     5
When planning any media campaign, whether online or offline, it is essential that each
channel works together to drive objectives while optimizing media spend, while captur-
ing the most qualified target audience. It is also important to have tools in place, like
Artemis™, to measure cross-media behavior for campaign optimization, as the detailed
data in the proper format is readily available to determine how your media channels are
working to drive business results.




© 2011 Havas Digital                                                                  10
Havas Digital
                                                                          Cross-Media
                                                              Behavioral Measurement




CONTACT DETAILS                                                                  6
We encourage you to contact us directly to discuss, in more details, any concerns you
may have regarding this Havas Digital Insight issue. We will be happy to assist you.
    · sharon.bernstein@us.mediacontacts.com		
    · mark.egan@havasdigital.com
    · rob.griffin@havasdigital.com


Or contact your Havas Digital LOCAL OFFICE:


HAVAS DIGITAL ARGENTINA                        HAVAS DIGITAL BRAZIL
address Humberto Primo 101, Capital Federal.   address Rua Luigi Galvani 42,
C1103ACC, Ciudad Buenos Aires, Argentina.	     11º Andar. Conj. 115. Brooklin 04575-020.
Office phone +54 11 5777 7400                  São Paulo, Brazil.
fax +54 11 5777 7401                           Office phone +55 11 2889 5650
country manager Germán Abaroa                  fax +55 11 5506 4753
email german.abaroa@ar.mediacontacts.com       country manager André Zimmermann
                                               email andre.zimmermann@havasdigital.com

HAVAS DIGITAL AUSTRALIA
                                               HAVAS DIGITAL canada
address 1 Level 16, Town Hall House.
456 Kent Street, Sydney NSW 2000.              address 473 Adelaide Street West,
Office phone +61 2 8094 7517                   Suite 300, Toronto. Ontario, M5V1T1.
fax +61 2 9283 9024                            Office phone +1 416 487 9393
                                               fax +1 416 480 6666
address 2 113 York Street South,
                                               country manager Chris Williams
Melbourne VIC 3205.
                                               email chris.williams@ca.mediacontacts.com
Office phone +61 3 9693 8107
fax +61 3 9690 5706
                                               HAVAS DIGITAL CHILE
country manager Nick Behr
email nick.behr@au.mediacontacts.com           address Almirante Pastene 333,
                                               Floor 7, Of. 701.
                                               7500506 - Providencia, Santiago, Chile.
HAVAS DIGITAL belgium
                                               Office phone +56 2 714 8000
address Rue Maurice Charlent, 53.              FAX +56 9 865 3083
1160 Auderghem, Belgium.                       country manager Gonzalo Parra
Office phone +32 2 349 1560                    email gonzalo.parra@havasdigital.com
fax +32 2 349 1570
country manager Julie Tinant
email julie.tinant@be.havasdigital.com




© 2011 Havas Digital                                                                     11
Havas Digital
                                                                              Cross-Media
                                                                  Behavioral Measurement




HAVAS DIGITAL CHINA                               HAVAS DIGITAL FRANCE
address 1 Room 8011-8012, 8/F,                    address 11 Square Leon Blum,
Novel Building No. 887, Huaihai Zhong Road.       Puteaux Cedex, F92806 France. 	
Shanghai, China, 200020.                          Office phone +33 1 46 93 33 33
Office phone +86 21 6467 6368                     fax +33 1 46 93 35 37
fax +86 21 6467 6369                              country manager Pascal Dasseux
                                                  email pascal.dasseux@havasdigital.com
address 2 Room 2001, 20/F, Tower B,
Global Trade Center No.36, Dong San
Huan Road, Dongcheng District.                    HAVAS DIGITAL GERMANY
Beijing, China, 100013.
                                                  address Hedderichstrasse 49.
Office phone +86 10 5923 2702
                                                  60594 Frankfurt, Germany.	
fax +86 10 5825 6173
                                                  Office phone +49 69 603 292 410
country manager Leon Lu                           fax +49 69 603 292 470
email leon.lu@cn.mediacontacts.com                country manager Joerg Manthey
                                                  email joerg.manthey@de.mediacontacts.com

HAVAS DIGITAL COLOMBIA
                                                  HAVAS DIGITAL HONG KONG
address Carrera 7, No. 71-21, Torre A,
Piso 12. Edificio Avenida Chile.                  address 32 Floor, Chinachem Building.
Bogotá, D.C. Colombia.	                           Exchange Square, 338 Kings Rd, Northpoint.
Office phone +57 1 325 8341                       Hong Kong, China.	
fax +57 1 317 3464                                Office phone +852 2590 1814
country manager David Posada                      fax +852 2516 5411
email david.posada@havasdigital.com               country manager Jason Kwong
                                                  email jason.kwong@hk.mediacontacts.com

HAVAS DIGITAL DENMARK
                                                  HAVAS DIGITAL HUNGARY
address Jagtvej 169B, DK 2100.
Copenhagen O Denmark.	                            address 1117 Budapest, Alíz u.1
Office phone +45 7733 4300                        (hrsz.3990/5) Office Garden Building
fax +45 7733 4433                                 5th Floor (Szerémi; u-Hengermalom
country manager Soren Bronee                      u.corner) Hungary.	
email soren.bronee@mediacontacts.com              Office phone +36 1 799 1820
                                                  fax +36 1 799 1821
                                                  country manager Ágnes Kovács
HAVAS DIGITAL ESTONIA
                                                  email agnes.kovacs@havasdigital.com
address Maakri 19/21, 10145, Tallinn. Estonia
Office phone +372 669 1000
fax +372 669 1001
country manager Kaarel Oja
email kareel.oja@ee.mediacontacts.com


HAVAS DIGITAL FINLAND
address Arabiankatu 12, 00560 Helsinki. Finland
Office phone +358 4 0746 1441
country manager Ismo Tenkanen
email ismo.tenkanen@mediacontacts.com




© 2011 Havas Digital                                                                           12
Havas Digital
                                                                                    Cross-Media
                                                                        Behavioral Measurement




HAVAS DIGITAL INDIA                                   HAVAS DIGITAL malaysia
address 1 5th Floor, Tower A, Building 9, Dlf Cyber   address 3A-22 & 3A-22A, Janlan Pju 8/3,
City, Phase III. Gurgaon-122 002 India                Perdana Business Centre, Damansara
Office phone +91 11 398 444 00/11                     Perdana. 47820 Petaling Jaya, Selangor
fax +91 222 491 5766                                  Darul Ehsan, Malaysia
                                                      Office phone +603 7728 4134
address 2 Brady Glady’s Plaza, Unit 1,
                                                      fax +603 7728 5067
2nd Floor. Senapati Bapat Marg,
                                                      country manager Dinesh Sandhu
Lower Parel, Mumbai - 400 013 India.
                                                      email dinesh.sandhu@mediacontacts.com
Office phone +91 22 300 364 00/33

address 3 6-3-899/I, Second Floor, R.V.’s Kamala
                                                      HAVAS DIGITAL mexico
Castle. Somajiguda, Hyderabad - 500 082 India.
Office phone +91 40 66417880/ 81                      address Prolongación Paseo de la Reforma
                                                      1015, Torre A, Piso 24. Col. Desarrollo Santa Fé.
country manager Rajeev Balasubrahmanyam
                                                      01376 México DF.
email rajeev.bala@sg.mediacontacts.com
                                                      Office phone +52 55 9177 6081
                                                      fax +52 55 9177 6005
HAVAS DIGITAL italy                                   country manager Arnaldo Hernández
                                                      email arnaldo.hernandez@havasdigital.com
address Via San Vito, 7. 20123, Milano. Italy
Office phone +39 02 6744 3201
fax +39 02 6744 3222                                  HAVAS DIGITAL NETHERLANDS
country manager Cosimo Ferrara
                                                      address Burg. A. Colijnweg 2.
email cosimo.ferrara@it.mediacontacts.com
                                                      1182 AL Amstelveen, Netherlands.
                                                      Office phone +31 (0) 20 408 90 00
HAVAS DIGITAL latvia                                  fax +31 (0) 20 408 90 01
                                                      country manager Bjorn Brouwer
address Kr. Barona Street 36-9.
                                                      email bjorn.brouwer@mediacontacts.com
LV 1011 Riga, Latvia.	
Office phone +371 67 504585
fax +371 6728 5666                                    HAVAS DIGITAL peru
country manager Jevgenijs Kazanins
                                                      address Av. Victor Andrés Belaunde 147,
email jevgenijs.kazanins@mediacontacts.lv
                                                      Torre Real Uno, Oficina 902.
                                                      Centro Empresarial San Isidro, Lima - Perú.
HAVAS DIGITAL LITHUANIA                               Office phone +511 611 8800
                                                      fax +511 611 8803
address Savanoriu ave. 1
                                                      country manager Gonzalo Parra
03116 Vilnius. Lithuania
                                                      email gonzalo.parra@mediacontacts.com
Office phone +370 5 213 23 54
fax +370 5 213 11 25
country manager Vytautas Kubilius                     HAVAS DIGITAL PHILIPPINES
email vytautas.kubilius@lt.mediacontacts.com
                                                      address Yehey.com 38/F Discovery Center.
                                                      25 ADB Avenue Ortigas Complex, Pasig City,
                                                      Philippines.	
                                                      Office phone +632 910 6387
                                                      fax +632 910 6420
                                                      country manager Eduardo Mapa
                                                      email eduardo.mapa@ph.mediacontacts.com




© 2011 Havas Digital                                                                                 13
Havas Digital
                                                                          Cross-Media
                                                              Behavioral Measurement




HAVAS DIGITAL Poland                         HAVAS DIGITAL thailand
address Marynarska 15 str,                   address Jasmine City Bldg, 19th Fl.,
02-674 Warszaw, Poland                       2 Sukuhumvit 23 Klongtoey_nue, Wattana,
Office phone +48 22 843 66 60                Bangkok 10110 - Thailand.
fax +48 22 843 66 61                         Office phone +66 2 259 9030
country manager Robert Bernaciak             fax +66 2 259 9499
email robert.bernaciak@mediacontacts.com     country manager Rajeev Balasubrahmanyam
                                             email rajeev.bala@sg.mediacontacts.com

HAVAS DIGITAL Portugal
                                             HAVAS DIGITAL uae
address Avenida Duque de Ávila, 46 - 5ºAv.
1050-083 Lisboa, Portugal.                   address Dubai Media City, CNN Building.
Office phone +351 21 791 3388                Number 2, Office 511, 5th floor.
fax + 351 21 791 3340                        PO Box 21448 Dubai, UAE.
country manager José Frade                   Office phone +971 4366 4100
email jose.frade@mediacontacts.com           fax +971 4391 8001
                                             country manager Joe Hanoun
                                             email joe.hanoun@mediacontacts.com
HAVAS DIGITAL singapore
address 137 Amoy Street, #02-02
                                             HAVAS DIGITAL uk
Far East Square, Singapore 0499065
Office phone +65 6645 4700                   address 11 Great Newport Street,
fax +65 6645 4701                            WC2H 7JA London, UK.	
country manager Gautam Dutt                  Office phone +44 (0) 20 7393 9000
email gautam.dutt@sg.mediacontacts.co        fax +44 (0) 20 7393 2525
                                             country manager John McLoughlin
                                             email john.mcloughlin@mediacontacts.com
HAVAS DIGITAL spain
address 1 Avda. General Perón, 38, 14ª.
                                             HAVAS DIGITAL USA
28020 Madrid, Spain.
Office phone +34 91 456 90 50                address 1 101 Huntington Avenue,
fax +34 91 770 15 86                         16th Floor. Boston MA 02199 USA.
                                             Office phone +1 617 425 4100
address 2 Dr. Fleming, 17.
                                             fax +1 617 425 4101
08017 Barcelona, Spain.
Office phone +34 93 205 87 71                address 2 195 Broadway, 12th Floor.
fax +34 93 414 72 13                         New York, NY 10007.
                                             Office phone +1 646 587 5000
address 4 C/ Roger de Lauria, 19-4c.         fax +1 646 587 5005
46002 Valencia, Spain.
                                             address 3 5301 Blue Lagoon Drive,
Office phone +34 96 353 08 74
                                             Suite 850, Miami, FL 33126.
fax +34 96 353 08 74
                                             Office phone +1 305 377 1907
country manager Javier Navarro               fax +1 305 377 1906
email javier.navarro@havasdigital.com
                                             address 4 36 East Grand, 5th Floor.
                                             Chicago, IL 60611.
                                             Office phone +1 312 337 4400
                                             fax +1 312 337 3898

                                             country manager Ed Montes
                                             email edward.montes@mediacontacts.com



© 2011 Havas Digital                                                                   14
www.havasdigital.com

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Cross-Media Behavioral Measurement

  • 1.
  • 2. Havas Digital Lead Contributors Sharon Bernstein VP, Insights Director Media Contacts sharon.bernstein@us.mediacontacts.com Mark Egan SVP, Global Director New Business Havas Digital mark.egan@havasdigital.com Rob Griffin SVP, Global Director Product Development Havas Digital rob.griffin@havasdigital.com © 2011 Havas Digital
  • 3. Havas Digital CONTENTS 1. What is cross-media behavioral measurement?.. . . . . . . . . . . . . . . . . . . . 4 2. What are the benefits of cross-media behavioral analysis?.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 3. What are the challenges to cross-media behavioral analysis? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 4. Our solution to cross-media behavioral analysis.. . . . . . . . . . . . . . . . . . . 9 5. Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 . 6. Contact details. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 © 2011 Havas Digital
  • 4. Havas Digital Cross-Media Behavioral Measurement What is cross-media behavioral measurement? 1 As an agency, we plan and measure media as it relates to our clients’ job responsibilities. We tend to look at the success of the individual channels (e.g., TV, print, display, paid search, natural search, etc.), instead of taking into account the target consumer’s media consumption and how media work together; the impact each channel has on each other. When we get the opportunity to look at holistic media response, it’s often “after the fact,” too late to impact future campaign strategy and quite laborious, matching various Excel spreadsheets and pivot tables together. Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has: 1. In driving Website behavior. 2. In influencing the spread of the brand’s digital footprint (through social media). 3. On other media channels’ performances, both online and offline. 4. On the influence of campaign goals (e.g., conversions, leads, etc) as it relates to total media exposure (as compared to individual channel performance). There are two types of cross-media behavioral measurement: • Online: measurement of how online channels work together to drive campaign performance. – Display’s impact on paid search – Display’s impact on natural search – Paid search’s impact on natural search – Impact on Website behavior – Impact on conversion performance – Impact on e-mail response • Cross-channel: measurement of how offline channels (e.g., radio, TV, print, OOH) work together to drive online campaign performance (e.g., TV’s impact on paid search), as well as online behavior. – Impact on paid search – Impact on natural search – Impact on display – Impact on e-mail response – Impact on Website behavior – Impact on conversion performance © 2011 Havas Digital 4
  • 5. Havas Digital Cross-Media Behavioral Measurement case study display’s impact on paid search Depending on the industry, Havas Digital can see lifts of 50% or more in conversion when searchers are exposed to an online display campaign (Note: A display expo- sure is defined as seeing an impression within a 14-day window prior to a search click). Conversion can be defined as a purchase, download, registration, or how the target audience identifies themselves as a particular segment; all determined by the client’s campaign and site goals. As expected, direct response campaigns with specific offers typically have a higher impact on paid search conversion over display awareness campaigns, but that does not mean that the two are mutually exclusive. In fact both channels often work together to create a strong brand statement for the client. For example, one of Havas Digital’s retail banking clients promoted its checking account product online through a display and paid search campaign. The display campaign promoted the program, and offered a bonus for those that signed up online. Searchers who saw the display ads were close to 20% more likely to apply for an account than searchers who didn’t see the display ads. Key Takeaway Display campaigns have a huge impact on search behavior! When planning both media, we need to ensure that we are buying keywords and phrases that appear in display ads, as well as make sure our clients’ brands are appearing in top positions in search results when the display campaigns are running. Otherwise the advertiser will lose valuable qualified traffic to the Search Conversion Rate (L) Conversion Volume (R) competition. © 2011 Havas Digital 5
  • 6. Havas Digital Cross-Media Behavioral Measurement What are the benefits of cross-media behavioral analysis? The two main benefits of cross-media behavioral measurement are increasing total 2 campaign performance and optimal channel planning and budget allocation. Look- ing at how all of the brand’s media channels work together will not only create budget efficiencies, but ultimately drive more conversions for the brand (read: higher sales!). Measuring cross-media behavioral response is crucial to budget planning. Oftentimes, digital channels have a smaller share of budgets. Cross-media behavioral analysis can show how online channels drive the “last brand touch” before conversion, warranting higher spends. There are a few simple approaches to measuring cross-channel campaign performance: • Correlate offline reach and spend by channel and search (both paid and natural) clicks. • Measure increases (“above average”) and trends in Website traffic and activities. • Analyzing paid search click thru rate (CTR). – Is there an increase in clicks, but not impressions, to indicate a more qualified audience? – Is there an increase in impressions to show greater share of search category? • Trend social media buzz/mentions with channel spend. Through various advanced analyses (this is just a sample list!), analyzing cross-media behavioral interaction can help drive channel planning: • To determine which sites/search engines, placements/keywords, and/or creatives drive online response and engagement. • To analyze TV show genre to determine if a particular type of show (e.g., news vs. sports vs reality) with a specific target audience drives a higher online response or more valuable conversions. • To define the average time lag between offline exposure and online behavior. • To identify different day parts or geographies driving response from a mass media push. • To define what channel combinations drive consumers with the highest conversion value. • To determine which tactics drive positive social media response, for increased brand trust. We recommend looking at all possible combinations with the available data to see what works for your specific brand and campaign objectives. © 2011 Havas Digital 6
  • 7. Havas Digital Cross-Media Behavioral Measurement case study determining time delay from TV exposure to search activity It is logical to suspect that offline media drives online activity because it’s “typical” for a consumer to respond to a commercial or print ad by going directly to the point of purchase, or going online to the brand site or to a search engine for more information. But, to what extent does TV affect search and how does it actually help drive brand response? Analyzing TV and search data (both paid and natural search) for one of Havas Digital’s automotive clients showed that consumers exposed to a TV commercial during primetime were likely to search for the specific car model 13 hours later (presumably when they got to work the next day). Knowing the delay in activity helps the agency plan the search campaign accordingly to capture the response. Key Takeaway TV campaigns have a large impact on search behavior! Paid search budgets must be planned in accordance to the resulting behavior, releasing cost caps and prioritizing specific keywords and phrases that appear in TV ads. Also, make sure the client’s brand is appearing in top positions in search results when the TV campaigns are running (so we don’t lose valuable qualified traffic to the competitor Day brands). Align creative as well as landing pages with key messages from the TV campaign to reinforce brand messaging and increase Reach Index Total Search - 13 hours natural search rankings. © 2011 Havas Digital 7
  • 8. Havas Digital Cross-Media Behavioral Measurement What are the challenges to cross-media behavioral analysis? 3 One of the biggest challenges to measuring cross-media behavioral interaction is having the data available for the analysis. Not only having the data, but having the data at the right granularity is critical for a successful study. Depending on the objectives of the analysis, the minimum data required includes: • Minute-by-minute (i.e., time-stamped) online media delivery and response data. • TV GRPs by creative, by property, program by day, by hour. • Radio TRPs by creative, by station by program, by day, by hour. • Website home page visits by channel (e.g., direct entry, natural search, paid search, e-mail, etc) by day by hour. • Website conversion volume and conversion value data by day. It’s also crucial to make sure you have data pre- and post-media campaign to create baselines and quantify the lift in activity driven by the campaign efforts. © 2011 Havas Digital 8
  • 9. Havas Digital Cross-Media Behavioral Measurement OUR solution to cross-media behavioral analysis We use our proprietary campaign management system, Artemis™, for cross-media 4 behavioral analysis. Artemis™ collects cookie level digital campaign data real-time from multiple sources (including ad servers, Web analytics tools), and has the flexibility to merge, fuse and extend data sets (including client data). Artemis™ also includes offline media data from Donovan Data Systems to determine efficiencies between channels for more effec- tive media planning. The integration enables easy comparison of offline data points to parallel online metrics. data integration APPLICATION • Online media data Planning and analysis • Campaign optimization • Offline media data • Historical data storage • Website data • Custom data integration • Attribution analysis • Customer profile data • Cross-media analysis Because Artemis™ includes cookie level data, Havas Digital have the timestamp for each impression delivered, click received, and resulting activity recorded making cross-channel behavioral analysis simple and timely. © 2011 Havas Digital 9
  • 10. Havas Digital Cross-Media Behavioral Measurement Conclusion 5 When planning any media campaign, whether online or offline, it is essential that each channel works together to drive objectives while optimizing media spend, while captur- ing the most qualified target audience. It is also important to have tools in place, like Artemis™, to measure cross-media behavior for campaign optimization, as the detailed data in the proper format is readily available to determine how your media channels are working to drive business results. © 2011 Havas Digital 10
  • 11. Havas Digital Cross-Media Behavioral Measurement CONTACT DETAILS 6 We encourage you to contact us directly to discuss, in more details, any concerns you may have regarding this Havas Digital Insight issue. We will be happy to assist you. · sharon.bernstein@us.mediacontacts.com · mark.egan@havasdigital.com · rob.griffin@havasdigital.com Or contact your Havas Digital LOCAL OFFICE: HAVAS DIGITAL ARGENTINA HAVAS DIGITAL BRAZIL address Humberto Primo 101, Capital Federal. address Rua Luigi Galvani 42, C1103ACC, Ciudad Buenos Aires, Argentina. 11º Andar. Conj. 115. Brooklin 04575-020. Office phone +54 11 5777 7400 São Paulo, Brazil. fax +54 11 5777 7401 Office phone +55 11 2889 5650 country manager Germán Abaroa fax +55 11 5506 4753 email german.abaroa@ar.mediacontacts.com country manager André Zimmermann email andre.zimmermann@havasdigital.com HAVAS DIGITAL AUSTRALIA HAVAS DIGITAL canada address 1 Level 16, Town Hall House. 456 Kent Street, Sydney NSW 2000. address 473 Adelaide Street West, Office phone +61 2 8094 7517 Suite 300, Toronto. Ontario, M5V1T1. fax +61 2 9283 9024 Office phone +1 416 487 9393 fax +1 416 480 6666 address 2 113 York Street South, country manager Chris Williams Melbourne VIC 3205. email chris.williams@ca.mediacontacts.com Office phone +61 3 9693 8107 fax +61 3 9690 5706 HAVAS DIGITAL CHILE country manager Nick Behr email nick.behr@au.mediacontacts.com address Almirante Pastene 333, Floor 7, Of. 701. 7500506 - Providencia, Santiago, Chile. HAVAS DIGITAL belgium Office phone +56 2 714 8000 address Rue Maurice Charlent, 53. FAX +56 9 865 3083 1160 Auderghem, Belgium. country manager Gonzalo Parra Office phone +32 2 349 1560 email gonzalo.parra@havasdigital.com fax +32 2 349 1570 country manager Julie Tinant email julie.tinant@be.havasdigital.com © 2011 Havas Digital 11
  • 12. Havas Digital Cross-Media Behavioral Measurement HAVAS DIGITAL CHINA HAVAS DIGITAL FRANCE address 1 Room 8011-8012, 8/F, address 11 Square Leon Blum, Novel Building No. 887, Huaihai Zhong Road. Puteaux Cedex, F92806 France. Shanghai, China, 200020. Office phone +33 1 46 93 33 33 Office phone +86 21 6467 6368 fax +33 1 46 93 35 37 fax +86 21 6467 6369 country manager Pascal Dasseux email pascal.dasseux@havasdigital.com address 2 Room 2001, 20/F, Tower B, Global Trade Center No.36, Dong San Huan Road, Dongcheng District. HAVAS DIGITAL GERMANY Beijing, China, 100013. address Hedderichstrasse 49. Office phone +86 10 5923 2702 60594 Frankfurt, Germany. fax +86 10 5825 6173 Office phone +49 69 603 292 410 country manager Leon Lu fax +49 69 603 292 470 email leon.lu@cn.mediacontacts.com country manager Joerg Manthey email joerg.manthey@de.mediacontacts.com HAVAS DIGITAL COLOMBIA HAVAS DIGITAL HONG KONG address Carrera 7, No. 71-21, Torre A, Piso 12. Edificio Avenida Chile. address 32 Floor, Chinachem Building. Bogotá, D.C. Colombia. Exchange Square, 338 Kings Rd, Northpoint. Office phone +57 1 325 8341 Hong Kong, China. fax +57 1 317 3464 Office phone +852 2590 1814 country manager David Posada fax +852 2516 5411 email david.posada@havasdigital.com country manager Jason Kwong email jason.kwong@hk.mediacontacts.com HAVAS DIGITAL DENMARK HAVAS DIGITAL HUNGARY address Jagtvej 169B, DK 2100. Copenhagen O Denmark. address 1117 Budapest, Alíz u.1 Office phone +45 7733 4300 (hrsz.3990/5) Office Garden Building fax +45 7733 4433 5th Floor (Szerémi; u-Hengermalom country manager Soren Bronee u.corner) Hungary. email soren.bronee@mediacontacts.com Office phone +36 1 799 1820 fax +36 1 799 1821 country manager Ágnes Kovács HAVAS DIGITAL ESTONIA email agnes.kovacs@havasdigital.com address Maakri 19/21, 10145, Tallinn. Estonia Office phone +372 669 1000 fax +372 669 1001 country manager Kaarel Oja email kareel.oja@ee.mediacontacts.com HAVAS DIGITAL FINLAND address Arabiankatu 12, 00560 Helsinki. Finland Office phone +358 4 0746 1441 country manager Ismo Tenkanen email ismo.tenkanen@mediacontacts.com © 2011 Havas Digital 12
  • 13. Havas Digital Cross-Media Behavioral Measurement HAVAS DIGITAL INDIA HAVAS DIGITAL malaysia address 1 5th Floor, Tower A, Building 9, Dlf Cyber address 3A-22 & 3A-22A, Janlan Pju 8/3, City, Phase III. Gurgaon-122 002 India Perdana Business Centre, Damansara Office phone +91 11 398 444 00/11 Perdana. 47820 Petaling Jaya, Selangor fax +91 222 491 5766 Darul Ehsan, Malaysia Office phone +603 7728 4134 address 2 Brady Glady’s Plaza, Unit 1, fax +603 7728 5067 2nd Floor. Senapati Bapat Marg, country manager Dinesh Sandhu Lower Parel, Mumbai - 400 013 India. email dinesh.sandhu@mediacontacts.com Office phone +91 22 300 364 00/33 address 3 6-3-899/I, Second Floor, R.V.’s Kamala HAVAS DIGITAL mexico Castle. Somajiguda, Hyderabad - 500 082 India. Office phone +91 40 66417880/ 81 address Prolongación Paseo de la Reforma 1015, Torre A, Piso 24. Col. Desarrollo Santa Fé. country manager Rajeev Balasubrahmanyam 01376 México DF. email rajeev.bala@sg.mediacontacts.com Office phone +52 55 9177 6081 fax +52 55 9177 6005 HAVAS DIGITAL italy country manager Arnaldo Hernández email arnaldo.hernandez@havasdigital.com address Via San Vito, 7. 20123, Milano. Italy Office phone +39 02 6744 3201 fax +39 02 6744 3222 HAVAS DIGITAL NETHERLANDS country manager Cosimo Ferrara address Burg. A. Colijnweg 2. email cosimo.ferrara@it.mediacontacts.com 1182 AL Amstelveen, Netherlands. Office phone +31 (0) 20 408 90 00 HAVAS DIGITAL latvia fax +31 (0) 20 408 90 01 country manager Bjorn Brouwer address Kr. Barona Street 36-9. email bjorn.brouwer@mediacontacts.com LV 1011 Riga, Latvia. Office phone +371 67 504585 fax +371 6728 5666 HAVAS DIGITAL peru country manager Jevgenijs Kazanins address Av. Victor Andrés Belaunde 147, email jevgenijs.kazanins@mediacontacts.lv Torre Real Uno, Oficina 902. Centro Empresarial San Isidro, Lima - Perú. HAVAS DIGITAL LITHUANIA Office phone +511 611 8800 fax +511 611 8803 address Savanoriu ave. 1 country manager Gonzalo Parra 03116 Vilnius. Lithuania email gonzalo.parra@mediacontacts.com Office phone +370 5 213 23 54 fax +370 5 213 11 25 country manager Vytautas Kubilius HAVAS DIGITAL PHILIPPINES email vytautas.kubilius@lt.mediacontacts.com address Yehey.com 38/F Discovery Center. 25 ADB Avenue Ortigas Complex, Pasig City, Philippines. Office phone +632 910 6387 fax +632 910 6420 country manager Eduardo Mapa email eduardo.mapa@ph.mediacontacts.com © 2011 Havas Digital 13
  • 14. Havas Digital Cross-Media Behavioral Measurement HAVAS DIGITAL Poland HAVAS DIGITAL thailand address Marynarska 15 str, address Jasmine City Bldg, 19th Fl., 02-674 Warszaw, Poland 2 Sukuhumvit 23 Klongtoey_nue, Wattana, Office phone +48 22 843 66 60 Bangkok 10110 - Thailand. fax +48 22 843 66 61 Office phone +66 2 259 9030 country manager Robert Bernaciak fax +66 2 259 9499 email robert.bernaciak@mediacontacts.com country manager Rajeev Balasubrahmanyam email rajeev.bala@sg.mediacontacts.com HAVAS DIGITAL Portugal HAVAS DIGITAL uae address Avenida Duque de Ávila, 46 - 5ºAv. 1050-083 Lisboa, Portugal. address Dubai Media City, CNN Building. Office phone +351 21 791 3388 Number 2, Office 511, 5th floor. fax + 351 21 791 3340 PO Box 21448 Dubai, UAE. country manager José Frade Office phone +971 4366 4100 email jose.frade@mediacontacts.com fax +971 4391 8001 country manager Joe Hanoun email joe.hanoun@mediacontacts.com HAVAS DIGITAL singapore address 137 Amoy Street, #02-02 HAVAS DIGITAL uk Far East Square, Singapore 0499065 Office phone +65 6645 4700 address 11 Great Newport Street, fax +65 6645 4701 WC2H 7JA London, UK. country manager Gautam Dutt Office phone +44 (0) 20 7393 9000 email gautam.dutt@sg.mediacontacts.co fax +44 (0) 20 7393 2525 country manager John McLoughlin email john.mcloughlin@mediacontacts.com HAVAS DIGITAL spain address 1 Avda. General Perón, 38, 14ª. HAVAS DIGITAL USA 28020 Madrid, Spain. Office phone +34 91 456 90 50 address 1 101 Huntington Avenue, fax +34 91 770 15 86 16th Floor. Boston MA 02199 USA. Office phone +1 617 425 4100 address 2 Dr. Fleming, 17. fax +1 617 425 4101 08017 Barcelona, Spain. Office phone +34 93 205 87 71 address 2 195 Broadway, 12th Floor. fax +34 93 414 72 13 New York, NY 10007. Office phone +1 646 587 5000 address 4 C/ Roger de Lauria, 19-4c. fax +1 646 587 5005 46002 Valencia, Spain. address 3 5301 Blue Lagoon Drive, Office phone +34 96 353 08 74 Suite 850, Miami, FL 33126. fax +34 96 353 08 74 Office phone +1 305 377 1907 country manager Javier Navarro fax +1 305 377 1906 email javier.navarro@havasdigital.com address 4 36 East Grand, 5th Floor. Chicago, IL 60611. Office phone +1 312 337 4400 fax +1 312 337 3898 country manager Ed Montes email edward.montes@mediacontacts.com © 2011 Havas Digital 14