Pulling the Pieces Together: Using Cross Media Measurement

to Drive Integrated Strategy

Agenda

• The Changing Media Landscape – the Pieces to be Pulled Together o Evolving Trends in TV and Online – the Story over Time o Multi Media Effects on Key Outcomes

• How to Pull the Pieces Together: Cross Media Measurement o First Principles o Questions Answered o Primer on Design

o Evaluating the Success of the Dove for Men Launch*

* Co-presented in March 2011 with Unilever at the Advertising Research Foundation

2

Summary Over Time: TV and the Big Picture

Key Questions and Sources Trends Over Time

GRP Volume / Kantar Media

Creative Branded Memorability / MB Copy Testing

Creative Relevance and Persuasion / MB Copy Testing

TV Ad Awareness / MB Tracking

Brand Demand and Current Usage / MB Tracking

• Changing TV viewing habits? Consumer control with DVRs and multiple media options?

• More focus on short term promotions than long term brand building?

• Commoditization, more categories with acceptable store brands / growth in private labels?

• Macro-economic effects, like recession?

• Shift to mass merchandisers away from grocery?

• Audience fragmentation and targeted media tactics?

• Net take-away: harder to break through, and raises importance of understanding what's working and leveraging those learnings

Potential Explanations:

Overall Norms: Online Ad Awareness Trend P

erce

nt

Imp

acte

d

14.7

24.5 22.9 22.9 22.7 24.2 25.5 28.7

32.0 4.9

11.2

7.8 7.4 6.0 4.3 4.5

4.3

5.2

0

5

10

15

20

25

30

35

40

2002 2003 2004 2005 2006 2007 2008 2009 Q/2010

Baseline Delta

• Control groups do not see the online ad campaign

• Exposed groups have had the opportunity to see the campaign

“Baseline” refers to the percentage of respondents in the control group that were previously aware of the ad campaign. “Delta” corresponds to the positive difference in

ad awareness between the exposed and control groups

Source: Dynamic Logic MarketNorms, North America, Full Dataset,

Q1/2010, N=4,727, n=7,361,669

0

2

4

6

8

10

12

14

16

18

2002 2003 2004 2005 2006 2007 2008 2009 Q1/2010

Video Rich Media Simple Flash Static/GIF

Pe

rce

nt

Imp

acte

d

Creative Technologies: Online Ad Awareness

• Introduction of new online forms drive early incremental effects and overtime this effect is muted off a much larger base

Source: Dynamic Logics MarketNorms, North America, Full Dataset,

Q1/2010, N=4,727, n=7,361,669

+4.1

+9.1

+5.8

+2.3 +2.1

+7.8

+18.9

+11.3

+4.5 +4.0 +5.0

+22.1

+12.0

+3.7

+5.4

Aided Brand Awareness Mobile Ad Awareness Message Association Brand Favorability Purchase Intent

Early Online Norms (2000-2002)

Early Video Norms (2002-2004)

Mobile

Mobile advertising compared to early online & video norms – benefits of capitalizing on new media forms.

Source: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004), N=34 campaigns; AdIndex for Mobile Norms through Q4/2009 N=74campaigns, n=69,524 respondents Delta (Δ)=Exposed-Control Base Sizes too small to break-out Europe data

Perc

ent

Imp

acte

d

Del

ta (

Δ)

More Opportunities to See or Read Multiple Media Lead to Greater Increases In Message Association

• Users of multiple media had higher baseline levels of brand communication awareness

Message Association Total Brand

Communication Awareness

8.3 9.4

13.6 11.8

3.2

5.3

5.5 9.0

0.0

5.0

10.0

15.0

20.0

25.0

TV TV+Online

TV+Print

TV+Print+Online

Control Delta

32.4 39.2

46.2 49.5

6.1

10.2

9.6 9.9

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

TV TV+Online

TV+Print

TV+Print+Online

Control Delta

Source: Dynamic Logic Database of CrossMedia studies

Cross Media: Our Tool for Action

How did the campaign perform?

What was the contribution of the different elements?

What was their cost- efficiency in

delivering lifts?

How can I optimize moving forward?

• Specific link between change in any measured outcome and exposure to any activity in context of other influences

• Unique and synergistic effects of media (what is working together for greater effect)

• All contributions are related to spend

• Clear advice of future media allocations

• Diagnosis of frequency

• Recognition questions add content diagnostics

• Measures campaign impact on all communication and gives a level read on brand outcomes across media channels

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CrossMedia: First Principles

Media Neutrality: Important to put all the media (even low reach) on the same playing field in terms of

ability to impact the brand.

Objectives-Focused: The focus of our analyses will be based on

individual campaign objectives.

10

Pre-Disposition: Important to understand differences in how

people feel about the brand before the advertising hits.

16

People exposed to no media

19

24

People exposed to one media only

People exposed to two media

Pre-campaign analysis % considering within groups based on # of media exposed to once campaign started

Cross Media: First Principles continued

• We need both a WIDE lens to look across multiple media as well as a DEEP lens to look to within particular media o WIDE = TV relative to print relative to online display relative to billboards, …

o DEEP = Network vs cable, dayparts, genres, programs, …

• Different media work differently to achieve different objectives o TV is not just about awareness generation, online is not just about persuasion, … cross

media measurement must allow for media effects to cross expected boundaries

• Whenever possible, we compare findings against prior launches and databased results

Obtaining Respondent Level Exposure Data

TV: Calculated based on media consumption questions, using total TV viewing hours and weekly reach and frequency estimates, and application of advertising decay rates

Print: Calculated using frequency of reading, survey data and the accumulation curves. The final exposure for each print vehicle can be decayed over time depending on the on-sale date and the interview date

Online: Calculated using a cookie tracking system and application of advertising decay rates for each exposure (use time of interview and time for each exposure)

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Designing a CrossMedia Research program

3. Analytics

We relate weight of exposure to

changes in outcomes,

accounting for pre disposition

and other influences.

Qu

esti

on

nai

re

Time

1. Pre-Sample 2. In-Campaign Sample

A. Category, brand and advertising metrics

B. Brand disposition factors, including category & brand experience

C. Opportunity to see / hear different media activities

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Introduction of Dove for Men

Introduction of Dove for Men

• January of 2010, Dove introduce its new line of Men’s personal wash o Phased approach, initially aiming to raise awareness among women

and later targeting men through a Super Bowl sponsorship and subsequent male-targeted advertising

o The specific media included TV advertising, print placements, and online banner and videos

An Integrated 360 Campaign

Dove’s Integrated Media Plan January 11-April 30

Analytic Techniques Matched cell comparisons of like

consumers exposed to the campaign

Logit regressions to identify marginal contributions and diminishing returns with increased frequency

Structural equation models to estimate direct and indirect effects of the campaign, and drive scenario testing

Evaluating the Success of the Launch

Research Program Upfront creative evaluations before

launch

Ongoing tracking to ensure we understood consumer perceptions before, during and after launch

Cross media research to understand the unique and synergistic effects of the media

Digital deep dive to see which sites and creatives were working

In National Tracking, the Democracy Campaign Drove Awareness and Intent

0

10

20

30

40

50

60

70

80

Total brand awareness

Top 2 Box Purchase Intent

First Choice Purchase Intent

"Ghost" Reads Pre-

Launch

Female-Targeted TV

Activity

Dove Men's Heaviest

Month: Super Bowl, Print, TV & Digital

Activity

TV and Digital Activity

Continue *Source: : Millward Brown Male Personal Wash Tracker

October November

December

January February March April

February was Dove Men's heaviest month in terms of support - and where

we saw the greatest growth

Brand

1st Quarter TRPs and Growth from

Baseline

2nd Quarter TRPs and Growth from

Baseline

Dove Men + Care +40%

TRPs: 387 +90%

TRPs: 254

Competitor 1 +23%

TRPs: 354 +21%

TRPs: 290

Competitor 2 +3%

TRPs: 313 +9%

TRPs: 436

Competitor 3 +5%

TRPs: 364 +5%

TRPs:78

Competitor 4 +21%

TRPs: 447 +20%

TRPs: 252

While Dove did not reach the same level of awareness after 6 months as other launches, it did show the largest increase in awareness from the ghost level (nearly doubling its base level)

Incremental Awareness: Comparison to Other Male Product Launches

Dove Campaign A 2009 Dove Campaign B 2009 Dove for Men 2010

Test Brand: Dove Target: Females 18-49

Test Brand: Dove Target: Females 18-49

Test Brand: Dove Men+Care Target: Adults 25-54

TV Only

A

TV + Online

B

TV + Print

C

TV + Print + Online

D

TV Only

A

TV + Online

B

TV + Print

C

TV + Print + Online

D

TV Only

A

TV + Online

B

TV + Print

C

TV + Print + Online

D

Aided Brand Awareness

AC AC

Purchase Intent

A A

= Improvement over the control group

Comparison of Results: Dove CrossMedia Studies

Matched Cell Comparisons: Big Effects Within the Footprint of the Campaign

Online, in combination with exposure to other media, drove incremental impacts more consistently than in previous launches

= No change over the control = Decline from the control group

● The marginal effects of TV and Print to awareness are greater than online and are maximized at lower frequency levels

● Online contributes to awareness at a slightly increasing rate with increasing exposures

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

0 1 2 3 4 5 6 7 8 9 10

Aided Brand Awareness Online

Aided Brand Awareness TV

Aided Brand Awareness: Print

Marg

inal C

on

trib

uti

on

Frequency of Exposure

TV Media Effectiveness

Maximized

Online Media Effectiveness Continues Growth

Source: Dynamic Logic Study/Dove Democracy, Female

Audience

Print Media Effectiveness

Maximized

Logit Regressions: Each Media Performed Differently at Distinct Frequency Levels

Unaided Awareness Message Association Purchase Intent

Creative Themes

CPM Relative Effect

Relative Efficiency

Relative Effect

Relative Efficiency

Relative Effect

Relative Efficiency

Drew Brees 1 1 2 1 1 2 6

Steam 4 2 1 6 5 1 1

Women’s Flash 7 7 7 7 7 5 2

Tackle Dry Skin 5 5 5 5 6 3 3

Men’s Flash 6 6 6 4 4 6 5

Manthem 3 4 3 2 2 7 7

Wakey Wakey 2 3 4 2 3 4 4

Digital Deep Dive: Drew Brees Creatives Drove Awareness and Messaging

Understands needs

New cleaning

Purchase Intent

Right choice for me

Cares for my skin

Deep clean without

drying, like other soap

Education on specific

properties drove identification,

which ultimately motivated

males

0.06

0.25

0.29

0.05

0.33

0.39

0.46

0.17 Rank Attribute

Relative Impact

1 Is the right choice for me 8.7%

2 Provides a deep clean without leaving you dry like other soap

4.5%

3 Cares for my skin 2.5%

4 Is a brand that truly understands the needs of men

2.0%

5 Is a new cleansing product for men 1.6%

6 Fights dry skin 0.8%

Brand Attributes Relative Impact on Purchase

Intent Among Males

Fights Dry Skin

Structural Equation Models: Identification and Functional Benefits Drove Intent

*Source: Dynamic Logic Cross Media Study

Scenario Testing: Removing the Super Bowl Would Drop Awareness

• Keeping the Super Bowl in conjunction with magazines showed potential to help grow salience

• Changes to Non-Super Bowl TV resulted in minimal change, again suggesting cross-channel exposure was important for males

80

110

70

80

90

100

110

120Unaided Brand Awareness

In

dexed

Ag

ain

st

A

ctu

al

Med

ia P

lan

Scenario B: Keep Super Bowl, Add Newsweek and Time issues

weeks 1-5

Scenario A: Drop Super

Bowl

Index=100

Conclusions

• Cross media measurement is a business imperative, and it’s ability to drive strategic decisions comes back to first principles:

o Understanding campaign objectives

o Media neutrality

o Controlling for brand pre-disposition

o Looking across media and within media to understand how the campaign is working (or not)

o Allowing different media to work different to drive objectives

o Comparing back to databases or other relevant context

• Key learnings for Dove for Men that will drive future decisions:

o Pre-test as many assets as possible to insure optimization

o Continue to drive for men association with functional messaging

o Drive Branding in the very cluttered environment

o Recognize that a big splash with effective assets is critical to jump start

o The synergistic effect of multiple media channels is driving success

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