CMOST Study
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Transcript of CMOST Study
1
CMOST
2
Research Design
Laun
ch
Control
Online + Media 1(Online Exposed)
Media 1 Only(Online Unexposed)
Pre-Launch Month 1 Month 2 Month 3
Sco
re
Electronic Cookie Tracking
3
Research Design (cont’d)
4
8 Canadian Studies…8 Canadian Studies…
5
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
6
Online Only TV Only Radio Only Radio + online TV + Online TV+Radio
% Composition of Future Prospects by Media ExposureBase: Total sample
Attracting New Users Through OnlineAttracting New Users Through Online
Actual figures and prospect definition not shown to maintain confidentiality
7
126 125 125 123111 110 102
89
020406080
100120140160
BrandFavorability
UnaidedBrand
Awareness -All
responses
MessageAssociation
UnaidedBrand
Awareness -Top of mind
AdAwareness
PurchaseIntent
AidedBrand
Awareness
Online AdAwareness
Key Metric Strengths Among Target Market Index – Target Market vs. Total Sample (100)
Identifying Areas For ImprovementIdentifying Areas For Improvement
Strength amongst targetOpportunity for Improvement
8
106
103
101 101100 100
97
92
94
96
98
100
102
104
106
108
MessageAssociation
Unaidedbrand
awareness
Aided AdAwareness
Online AdAwareness
Aided brandawareness
BrandFavourability
PurchaseIntent
Impact of Online Advertising Index – Exposed vs. Control (100)Base: Total sample
On Its Own, Online Impacts Message AssociationOn Its Own, Online Impacts Message Association
Significant difference vs. control
9
100
149
111116
98
80
100
120
140
160
Pre-Wave TV Only Radio Only Radio +Online
TV +Online
Future Purchase Intent – Red Bull Index vs. Pre-wave (100)Base: 18 to 34 year olds
Significant difference vs. control
TV Strengthens Future Purchase IntentTV Strengthens Future Purchase Intent
10
100
163156
213
138
80
100
120
140
160
180
200
220
240
Pre-Wave TV Only Radio Only Radio +Online
TV +Online
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 AdsRadio Helps Online Drive Awareness of Online Ads
11
100
114105
109
140
60
70
80
90
100
110
120
130
140
150
Pre-Wave TV Only Radio Only Radio +Online
TV +Online
Significant difference vs. control
Online Helps TV Enhance Brand PerceptionsOnline Helps TV Enhance Brand Perceptions
Impact on Brand Equity Statement – Red Bull Index vs. Pre-wave (100)Base: Energy Drink Users
12
100 98105
118
94
60
70
80
90
100
110
120
130
Pre-Wave TV Only Radio Only Radio +Online
TV +Online
Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100)
Base: Energy Drink Users
Online Supports Radio In Strengthening The CampaignOnline Supports Radio In Strengthening The Campaign
Significant difference vs. control
13
As
frequency
increases
Increased Online Frequency Drove Mentions FurtherIncreased Online Frequency Drove Mentions Further
Significant difference vs. control
118133
0
20
40
60
80
100
120
140
160
Radio + Online Radio + Online (2+ freq.)
Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100)
14
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
15
450
229
179159
111 108 101
0
100
200
300
400
500
SponsorshipAssociation
MessageAssociation
UnaidedBrand
Awareness
Overall AdAwareness
PurchaseIntent
BrandFavourability
Aided BrandAwareness
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
141135
121
101 101 100
0
50
100
150
Flyers Online OOH TV 30 Radio TV 10
Potential Change in Aided Advertising Awareness due to a $100,000 increase in…
(Index vs. Actual Aided Advertising Awareness)
17
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
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
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
100 105
141159
0
50
100
150
200
Control Exposed to TVOnly
Exposed to TV& Print
Exposed to TV,Print, & Online
Ind
ex t
o C
ontr
ol C
ell
Purchase Consideration‡‡
How likely would you be to consider purchasing mutual funds for RSPs from the following mutual fund companies?
‡‡ Only asked of respondents who do not have a financial advisor
20
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
Dove - Online
22
Unilever wanted to quantify the impact of the cross-platform marketing campaign for Dove Sensitive Essentials.
A multimedia campaign was run that included: TV Online Print Outdoor
Main Target: Women 18-49 with sensitive facial skin.
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)
Total Sample
9.1% Lift in Aided Brand Awareness
32.3% Lift in Aided Ad Awareness
46.7% Lift in Purchase Intent
Target Group
16.3% Lift in Aided Brand Awareness
33.4% Lift in Aided Ad Awareness
An average of 15.6% Lift in key Attribute Statements
24
104103
112109
OnlineOnly
TV Only TV +Print +Online
TV +Print +
Outdoor
Aided Brand AwarenessTotal Sample
Indexed Vs. Control(index: Control=100)
With The Total SampleOnline Only was As Effective As TV Only
+9.1%
Aided Brand AwarenessTarget Group
Indexed Vs. Target Group Control(index: Target Control=100)
107 109
127122
OnlineOnly
TV Only TV +Print +Online
TV +Print +
Outdoor
+16.3%
25
111 107
141 146
OnlineOnly
TV Only TV +Print +Online
TV +Print +
Outdoor
While Both Outdoor or Online (in addition to print) had similar effects – Outdoor spend FAR EXCEEDED Online spend
+32.3%
113 116
155 154
OnlineOnly
TV Only TV +Print +Online
TV +Print +
Outdoor
+33.4%
Aided Advertising AwarenessTotal Sample
Indexed Vs. Control(index: Control=100)
Aided Advertising AwarenessTarget Group
Indexed Vs. Target Group Control(index: Target Control=100)
26
9376
112 118
Online Only TV Only TV + Print +Online
TV + Print +Outdoor
Purchase IntentTotal 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
94
89
92
89
85
78
118
121
116
125
155
137
StatementA
StatementB
StatementC
`
Attribute ScoresTotal 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 ScoresTarget Group
Indexed Vs. Control(index: Control=100)
100
103
89
113
123
107
126
145
126
117
138
118
StatementA
StatementB
StatementC
`
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)
0%
10%
20%
30%
40%
50%
18-24 25-34 35-49 50+
Online
TV
TV + Online
29
Econometric modeling produces a mathematical model representing actual media spend and the target outcome (Aided Advertising Awareness).
- The resulting model is used as the basis of a Scenario (what if) analysis.
A Scenario (what if) analysis is used to measure the impact of various spending mix options for the purpose identifying the optimal media mix
- The optimal media mix is one which produces the greatest level of Aided Advertising Awareness for the allocated budget
The media mix that maximizes ROI is derived via a series of analyses consisting of the following steps:
New Insights from Econometrics Analysis
30
TV OOH Online Magazine Total
Average AA Index
0% 100%
Media Mix 100%
0% 0%
100%
Media Mix 44% 44% 6% 6%
100%
35% 35% 15% 15%
NOTE: Theses scenarios should ONLY be used as directional guides in adjusting future media budgets since the creative component (not measured in this analysis) is also a contributor to Aided Advertising Awareness.
Media Mix 20% 25% 40% 15%
100%
Media Mix
96 100 102 106 47% 49% 50% 52%
Lower Spend, All Actual TV/OOH #1 Slight shift from #2 More Onine
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
47.0%47.5%48.0%48.5%49.0%49.5%50.0%50.5%51.0%51.5%52.0%52.5%53.0%53.5%54.0%54.5%55.0%55.5%56.0%56.5%57.0%57.5%58.0%58.5%59.0%59.5%60.0%
0 20 40 60 80 100 120 140 160(Avg. weekly media expenditure, $000's)
Aid
ed A
dver
tisin
g A
war
enes
s (%
)
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
1.00%
0.11% 0.08% 0.05%
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
Online OOH TV Magazine
% p
t. In
crea
se in
Aid
ed A
dve
rtis
ing
Aw
aren
ess
Impact of a $100,000 increase in spending by Channel
32
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
Canadian Tire - Online
34
Canadian Tire ran a campaign focused around Father’s Day comprising two themes:
A promotional contest Certain price promotional features
A multimedia campaign was run during a two week period: Radio (30 second spots)OnlineFlyers (national drop and e-flyer) Support on the canadiantire.ca site
Main Target: Adults 25-54
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 CanadianTire.ca website activity – particularly among women
Females
16.7% Lift in Unaided Advertising Awareness
5.9% Lift in Brand Favourability
Total Sample
5.8% Lift in Aided Advertising Awareness: +7.5% among English speaking respondents
An average Lift of 8.4% across the Key Attribute Statements shown in this case study
36
Aided Ad Awareness - English Speaking"Have you seen any advertising within the past 30 days for
Father's Day for the following stores?"Index Vs. Control
Control=100
100 107120
129
Control Web Only Radio Only Web + Radio
The addition of Online with Radio produced
the largest overall increase
This was accentuated even more among English speaking
respondents
Aided Ad Awareness - Total Sample"Have you seen any advertising within the past 30 days for Father's
Day for the following stores?"Index Vs. Control
Control=100128121
107100
Control Web Only Radio Only Web + Radio
+5.8%
+7.5%
Control = 100
37
Canadian Tire Brand Attribute Scores - Total Sample
Index. Vs. ControlControl=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
Web + Radio
Radio Only
Web Only
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
38
Brand Favourability - Females"How would you describe your overall opinion of each of the
following stores for their selection of gifts for Father's Day?"Index Vs. Control
Control=100
100
106
102
108
Control Web Only Radio Only Web + Radio
Unaided Ad Awareness - Females"When thinking of shopping for a gift for Father's Day, what stores
come to mind first?"Index Vs. Control
Control=100
100
119
102
119
Control Web Only Radio Only Web + Radio
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
The campaign was effective in driving website traffic, to the highest % of total internet unique visitors in 2 years
Source: Mediametrix Comscore Data
CanadianTire.ca - Unique Visitors% Share & Total Counts:
MediaMetrix Comscore Data
6%6%
5%
7%
8%9%
10% 10%
8%9%
10%10%
10% 10%
12%
0%
2%
4%
6%
8%
10%
12%
Jun-
03
Jul-0
3
Aug
-03
Sep
-03
Oct
-03
Nov
-03
Dec
-03
Jan-
04
Feb
-04
Mar
-04
Apr
-04
May
-04
Jun-
04
Jul-0
4
Aug
-04
% S
har
e o
f To
tal
Inte
rnet
UV
s
0
500
1000
1500
2000
2500
CT
UV
s (0
00's
)
% Share of TotalInternet UVsCanadianTire.caUnique Visitors (000's)
40
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
GM Envoy - Online
GM - Magazine
43
GM was promoting the introduction of a new model of SUV, the Envoy “XUV” (which has a special retractable roof).
GM ran a multimedia campaign with:•TV•Magazine (heavy & targeted)•Online •Out of Home (in a few key selected markets only)
44
TV + Magazine + Web together VS.
TV + Magazine Only
Econometric Modeling Results:
•The Internet medium had a straight-line relationship between media weight and ad awareness
•The other mediums showed diminishing returns curves
Total Sample
8% Lift in Aided Brand Awareness
16% Lift in Aided Advertising Awareness –24% Lift if they were exposed 4+ times to the Web
“Those Consumers Who Were In The Market For A Vehicle”
11% Lift in Aided Brand Awareness
30% Lift Aided Advertising Awareness
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
122132
TV + Magazine TV + Magazine+ Online
118131
TV + Magazine TV + Magazine +Online
Total SampleIndex Vs. Control
“In Market Group”Index Vs. Control
Aided Brand Awareness
+11% +8%
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
159
207
TV + Magazine TV + Magazine+ Online
187
216
TV + Magazine TV + Magazine +Online
Total SampleIndex Vs. Control
“In Market Group”Index Vs. Control
Aided Advertising Awareness
+16%+30%
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
T V M a g a z i n e
I n t e r n e t O u t - O f - H o m e
A d i m i n i s h i n g r e t u r n s c u r v e
A d i m i n i s h i n g r e t u r n s c u r v e
A d i m i n i s h i n g r e t u r n s c u r v e
S t r a i g h t L i n e
48
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
RBC Insurance - Online
Super Banners
BoxesSkyscrapers
50
RBC Insurance was promoting multiple insurance products
Using a variety of online creative formats.
RBC Insurance wished to understand:
The impact of Internet on key brand metrics against defined customer targets
51
When people were exposed to the Internet campaign vs. unexposed there was a:
53% lift in awareness of RBC’s “expertise in insurance”
37% lift amongst key segments in brand favourability
54% of those who were exposed identified themselves as key decision makers for buying insurance
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 "Provides Insurance Expertise" For each of the following insurance brands, please indicate
which statements, if any, you think describes it.
100
153
Control(unexposed)
Exposed
% Who Agreed RBC – Provides Insurance Expertise
Key Target Group Exposed Indexed Vs. Target Group Control(index: Control=100)
Control = 100
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?
100
137
Control(unexposed)
Exposed
Brand FavourabilityKey Target Group Exposed Indexed Vs.
Target Group Control(index: Control=100)
Control = 100
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
The Internet was very effective in permitting RBC to accurately target the Key Decision makers.
The Internet proved effective in delivering the key messages.
56
Case Studies - Red Bull
KalTire
AIM Trimark
Dove
Canadian Tire
GM
RBC
Molson
Molson Seize The Day- Online
58
Molson launched a major new advertising campaign called “Seize the Day”.
Molson ran an online advertising campaign which supported the main TV message:
TV Online
Molson sponsored “The Rolling Stones Toronto concert” at the same time
59
For the campaign when TV and Web were used together vs. TV only there was a -
27% Lift in online advertising awareness
48% Lift in tagline association
16% Lift in key brand relevance metric
35% Lift in event sponsorship association
60
Online Advertising AwarenessIndexed Vs. Control
An increase in Online Ad
Awareness among key
targets
100
127
50
60
70
80
90
100
110
120
130
Control (Pre) TV+Web
Target Group B
Online Advertising Awareness Indexed Vs. Control
Control = 100
61
100
148
0
20
40
60
80
100
120
140
160
TV-Only TV+Web
TargetGroup B
Tagline AssociationIndexed 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
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.
93
108
50
60
70
80
90
100
110
120
130
TV Only TV+Web
Target Group A
“A beer with advertising I can relate to”Index Vs. Control
Control = 100
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)
131
178
0
20
40
60
80
100
120
140
160
180
TV-Only TV+Web
TargetGroup A
Event Sponsorship Association Indexed Vs. Control
Control = 100
64
The Internet was a strong complementary medium
Best Practices were learned regarding online creative
Logo should appear throughout all frames
Creative should not be too cluttered
Ad Logos on Skyscrapers should not appear “below the fold”
65Source: Dynamic Logic
Strongest relative impact of various media occurred at different points in the purchase funnel
66
1. Online is now a traditional media channel (among the big 3!)
2. Leverage new Online ad technologies to stay ahead of the game
3. Online has proven to work synergistically with all media channels
4. Rich media out-performs static advertising
5. Online is very effective at communicating sponsorship messages
6. Online is very efficient at driving advertising awareness
7. Online impacts key stages in the purchase funnel
8. Creative messaging needs to be consistent across channels
9. Leverage Online to precisely target your consumers
10. Online branded content is attracting consumer attention
CMOST Top Ten Take-aways…