The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercials threaten the relevance of 'above the line' advertising. 'Traditional' measures of advertising effectiveness are not always successful at capturing the effect of 'in-programme sponsoring'. This can be attributed to the fact that this form of advertising evokes mainly low-involvement processing. By using psychological tests to measure implicit brand associations, this presentation shows how new ways to measure the immeasurable have been developed.
Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive to promotions. Imagine the improvements in return on investment of your media spend!
Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so appropriately. While Project Apollo has ceased, it has left behind an incredibly valuable pure single source data set that allows us to explore individual's loyalty and buying behaviour in relation to advertising exposure within different windows. We demonstrate a new approach to analysis, which focuses on a key parameter (Phi) from the Beta Binomial Distribution, which can be used to better understand the relationship between advertising and purchase probabilities (a measure of Latent Loyalty). The new approach demonstrates that we have much to learn about advertising and that such data is incredibly powerful in terms of its ability to measure relationships that we could only guess at before this Single Source data was available.
Sport Eye Tracking allows Havas Media and Havas Sports to assess whether brands are effectively looked at by TV viewers during sports broadcasting.Does the viewer focus only on the game action or does he also spot brands on television? How long is the brand really looked at compared to the time it is visible? What are the most efficient locations for a brand? An exclusive study implemented during a Rugby game including 30 brands and 21 spots answers these key questions and illustrate the relevance of the new tool Sport Eye Tracking.
The presentation will report on the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents. The results provide insights into how different media work at returning objectives (brand metrics) across the different stages of the traditional hierarchy of advertising effects. Measuring return on objectives, in the sense of brand equity, is of particular importance given the current state of the global economy, as media planners and marketers look beyond OTS to efficiency when communicating with their target prospects. The approach evaluates the contribution of different media (such as TV, print, online, and radio) to the overall campaign impact on awareness, consideration, and favorability. In addition to the insight provided by quantifying the independent contribution of each medium, the measured interactions are of particular value to quantify media synergy. This analysis can help advertisers solve problems of media allocation using empirical data on campaign effectiveness, as no other research company has an equivalent database of studies with a high level of standardization. Outputs will be presented in terms of how each medium or media combination works to build the different components of consumer reactions to advertising. These results can be generalized to formulate guidelines for planning media allocation and duplication.
When an advertiser looks at an 'X' on a certain day in the media flighting plan it would be a reasonable expectancy that this would be the point in time that the selected vehicle delivered its audience. Certainly this is the case for TV, radio and the internet but absolutely not so for magazines which may take weeks or even months to finally accumulate their traditionally reported 'average issue' reach. The absence of the time element in the magazine measurement has for decades given a totally misleading impression of magazines as a reach medium whereas they are in fact a frequency medium with multiple reading events spread over time from both initial and pass along readers. The paper will report on two years of experience with the Belgium Magazine Association's 'WAR' (Weekly Advertising Reach) event based reading data and how the perceptions of agency planners have changed about the role of magazines (in the media mix) and resulted in a large scale test by the CIM (JIC for Belgium) to incorporate these time related measures within the National Readership Survey whilst retaining the Recent Reading currency measurement. The technical aspects and results of this test will be covered in the paper.
The paper sets out the evolution and impact of a new cross media metric, Audience Value, which has been designed, trialled and developed by the BBC during the past 18 months, and which is now being introduced across the business. The BBC serves the UK population across television, radio, online and new content delivery platforms. By measuring consumption and engagement with content across all broadcast media from a single sample source, the BBC is able to gain new insight about how the UK's many audiences respond to different media content, beyond the understanding gained from traditional measurement of exposure to individual media, and beyond simple demographic analysis of audience behaviour. Using this information to segment the audience revealed fascinating patterns of cross media consumption and appreciation of BBC content, as well as the broader content and platforms most valued by different audiences. The paper describes the innovative methodology of both data collection and calculation of Audience Value, and presents some of the findings gained from the analysis as well as an insight into how this ongoing study is helping to shape BBC content on every platform.
This paper presents an internationally validated study proving that the right brand and the right media venue produce increased sales and that it can be measured, before media is bought. This innovative approach examines two Latin American brands and the effects that can be gained when advertising on a medium that engages consumers, thus reinforcing the brands' values. In fact, marketers can predictively correlate media selection with increased levels of positive consumer behavior in the marketplace. Using this approach allows marketers and strategic planners to leverage real brand and media values to accurately identify optimum marketing and media opportunities. From a 21st century media Return-On-Investment perspective it allows the media to present their strengths (beyond appropriate demographics and audience size) as it pertains to offering increased levels of consumer engagement in the advertising and positive behavior in the marketplace. The model, called Brand-to-Media-Engagement (B2ME), allows marketers and planners to accurately measure the levels of engagement that will result from advertising efforts. This more strategic and effective planning approach turns traditional 'targets' into actual paying 'customers'. Most importantly, these assessments can be conducted before marketers spend their money, a win-win for all parties!
Engagement is not just something that distinguishes one media vehicle from another. It is not just that one magazine offers more engaged readers than another.This research indicates that consumers have experiences with ads in the same way that they have experiences with editorial content.Advertisers need to think about ads, as well as media vehicles, in terms of engagement. This presentation argues that both media companies and advertisers need to give more thought to the congruence of ads with vehicles, by considering the fit of ad experiences to media experiences.