Today, marketers have a choice of market research studies from different vendors to provide them with the above described information about mass media and new contact points. These multimedia studies use consumer survey data to measure the relative reach, consumption frequency, and strengths and weakness, etc. of a vast array of contact points (including mass media) and are designed to inform the development of a marketing communication plan.at The coca- cola company, an internal measurement study called optimix is used to measure the effective-ness of multiple contact points. optimix uses consumer surveys to measure several dimensions/attributes of up to 25-35 different contact points. some of the contact dimensions measured includes Weekly reach, consumption frequency, relative strengths, as well as appropriateness for specific communication objectives, etc.
This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a number of continuous research studies conducted in the USA and Latin America from 2004 to the present. Each is based on a variety of tools and models whose learnings allow us to better plan and buy television advertising. We compare and contrast more recent work with eye tracking methods to the earlier studies, and, in so doing, also try to find where information gaps still exist in our understanding of how product placement works, and suggestions for improvement.
This presentation describes the pioneering work of conducting ad effectiveness research on the mobile web. By forcing a process that combines innovation, collaboration, leadership, and research rigor, a previously unavailable view on branding impact was introduced. The research primarily employs control/exposed methodology and this presentation grants an early look at the impact mobile ads have across traditional brand metrics (brand and ad awareness, message association, brand favorability, purchase/behavior intent).
Until recently, different elements of a campaign were evaluated in completely different ways. Advertising tracking measured TV, exit interviewers were employed to accost people as they left the store to evaluate point of sale, response rates were used for direct marketing, and more recently, we've seen sophisticated programs to pick up buzz on the web. A few years ago there was no common measure we could use across every single brand touchpoint. Of course, that's changed now. TROI is just one of a number of holistic approaches. It's real-time research that captures moments of truth. It collects thousands of experiences and can pick up every way people come into contact with a brand in one approach. But that's old news! We saw early case studies at WM3 in 2007. So what's new? Once you have a common metric it opens up lots of other opportunities to focus on a particular channel but still tie that channel's performance into the total touchpoint picture for the brand. This presentation will take Sony Bravia as a case study. Sony runs award winning TV advertising and the brand has extremely high consideration levels. However, to realise their ambitious business ambitions they identified an opportunity to improve their ratio of consideration to purchase. But how could they do that? Was it something that could be improved in the in-store environment? Were assistants advocating Sony as well as they should be? Was the in-store messaging doing its job? What else could be done? By building additional modules into the classic TROI touchpoint approach, such as recruiting expert shoppers and running 'live events' in an online forum, Iris and MESH discovered a completely different picture, opening up new opportunities for Sony.
The best time to reach a potential buyer of your product with your brand's advertising is immediately before they make their choice. There is a wide literature advising the media planner to do just that. While the theory of recency planning is well known, practitioners still plan schedules that do not follow the principles of this theory. These other scheduling options have arisen for two reasons; (1) because there is considerable confusion amongst media planners as to how to best reach large numbers of potential buyers close to their purchase; and (2) because alternative theories have been proposed that suggest it is not only important to reach potential buyers, but also to advertise to them with some level of frequency (i.e. effective frequency). In this paper we conduct a simple test of 'recency planning theory' to demonstrate that continuity scheduling should still be the default for media planners. We compare the purchasing distributions of groups of buyers who were exposed to brand advertisements within days and weeks of buying those brands. We find that these groups buy differently. Project Apollo's legacy is a sneak peak at the empirical evidence to demonstrate that media schedules vary in their effectiveness.
Online TV viewing has proven most dynamic last year. The Netherlands has the second largest broadband penetration in the world and is a forerunner in streaming of TV programmes. The association of public broadcasters NPO includes video on demand services since 2002. In October 2007 more than 10 million streams of TV programmes were requested. RLT broadcasting group, MTV and other broadcasters also offer similar streaming services. Today broadcasters produce their own reports on programmes streaming performance, but the TV industry expressed to SKO the need of a comprehensive, transparent and independent report that estimates new online audiences. The first TV audience reports containing TV streams will be issued from April 2008. This will be the first time to report online TV viewing as extension to traditional viewing. Our presentation reviews the new streaming report which enables programme performance evaluation, by combining actual TV ratings with the number of requested streams for a given broadcast. In our paper we show reported streaming TV content which not only includes regular programmes, but also additional content that is only shown online. We will present our first results and we will further outline the opportunities to integrate on-line viewing with TV audiences in the future.
Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on neurosciences, dramatically improved our knowledge of how memory works and how attitudes develop. Most advertisers recognise that ad awareness is saturated for well established brands, however it is still the most used metric. In this context, it is becoming urgent to propose new ways of measuring advertising efficiency, new industry standards. TNS contributes to this debate by sharing results obtained with several alternative measures, in particular emotional and implicit attitudinal measures.
This presentation reports on early, but very promising, research results toward an innovative media selection factor. Media Ad Xponent(SM) isolates a program's contribution to a commercial's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers. This new learning evidences the economic value of single source data and supports our belief that it will soon return to the marketplace.
What kind of research is suitable for collecting real insights about media usage in the changing media world? The 'Day in the Life' approach is helpful to track communication behaviour in the daily life of media users. A consumer centric perspective also ensures the measurement of the situational context and the usage of non-traditional media such as internet, mobile media, word of mouth and social networking. Results from a recent German Day in the Life-study are presented and the relevance for media planning and marketing decision making will be pointed out. Methodological issues concerning diary research are also discussed.
Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether and how to extend their communications into a world more associated with social inclusion and rational, direct-response advertising. This presentation will highlight the key findings from an international study of luxury consumerism and digital media, conducted by London-based media research agency Essential on behalf of Microsoft Digital Advertising Solutions and KR Media.
This paper presents ground-breaking research on audience measurement across platforms, especially print, using the Arbitron Portable People Meter; (PPM) combined with Radio Frequency Identification (RFID).Specifically, this paper addresses four key challenges: multi-media/multi-platform measurement, issue-specific readership, enhancing detection accuracy and behavioral consistency between readership and measurement. PPM's capabilities to measure both audio and non-audio media place print measurement on equal footing with the electronic measurement of radio, TV, internet, and place-based audiences. Therefore, a single meter can potentially provide electronic cross-media and multi-platform single-source measurement. RFID technology has broad applicability unmatched by other sensing technologies. The readership audience measurement possibilities of RFID technology are numerous: audience accumulation, issue-specific readership, removal of recall error and bias, social desirability bias disappears, model bias is confronted, multi-media measurement is attained and, potentially, page and ad-specific views are delivered - all on a timely basis. The research reported here presents documented test results of this important technology in a passive electronic print and cross-media measurement application.
While there is an increasing body of literature exploring engagement in single media channels, much less is known about how engagement levels vary for individuals across multiple media channels. Are there some individuals who are highly engaged in multiple media channels? What do they look like? Are there other individuals who are strictly single media engaged? Do some people find magazines inspirational while they find the Internet life enhancing? These questions and more are addressed utilizing data from the largest multi-media engagement study currently in the field.