Multi-Screen Impact: Is There One Metric to Rule Them All?

Multi-Screen Impact Case Study for Leading Entertainment/Film Brand

Joan FitzGerald, comScoreAnant Mathur, Starcom Mediavest

Measuring Impact of Media is More Challenging than Ever

• New Media and New Devices Creates More Opportunity– To create brand

experiences that consumers enjoy

– To create compelling programming to build and retain audiences

• Marketing Mix Modeling is not an optimum solution – Media responses are not

like promotions and coupons

– Impacts are multiple, not necessarily immediate, and time periods are not clearly defined

Single-Source Research to Uncover Multi-Screen Effects

• Exposure to multiple media from the same individuals• Break out groups of consumers who may

use media in dramatically different ways– Media hasn’t been “mass marketing” in a long time– Consumers who experience your brand using mobile are different than

consumers who only encounter the brand through TV

• Results potentially after each week of campaign, not after 24 months of prior data– Answer questions about what marketers should do now

Single Source Dataset

• Impact of TV and Internet advertising on website visitation for a Major Entertainment/Film brand

• Based on opt-in consumer “Test Panel” of 3,700 Persons developed in 2010– 25,000 person panel in progress

• Persons-level Internet usage matched to household-level television viewing using blind, third-party match

• Data sources– TV ad exposure: ad schedules matched to TV “set top box” viewing data – Internet ad exposure: comScore technology – Consumer response: website visitation via comScore technology

Major Entertainment/Film brand Case Study

The Question of Multi-Screen Impact

• Does the combination of TV and Internet advertising have a greater impact than each alone? – Does 1 + 1 = 2? Or Does 1 + 1 = 2.X?

• Is the impact of exposure greater for the target consumer group?• How much does the timing (recency) of the exposure matter? • Can we determine the “equivalent” number of Internet banner ads that equal the impact of a 30 second TV

advertisement?

Results: Impact Measures

The Impact of Multiple Media is Greater than Each Medium Alone

• TV and Internet advertising in combination had higher impact on website visitation than TV advertising alone or Internet advertising alone

1 + 1 = 2.X

Results indexed to TV only advertising exposure

Results apply to Case Study brand and do not necessarily apply to other brands

More Recent Exposures Had Greatest Impact on Behavior

• The closer the ad exposure to the behavior, the greater the impact

• The greatest “recency” effect shown for the combination of TV and Internet advertising

Results apply to Case Study brand and do not necessarily apply to other brands

Target Consumers Had Greater Response

• Consumers in the brand target group had the greatest response• Whether exposed to TV only advertising, Internet only

advertising, or both TV and Internet advertising

Results apply to Case Study brand and do not necessarily apply to other brands

#ARFAM6

Similar Targeting Impact Seen for Digital Advertising and CPG Brands

Lift in In-Store Sales

*Source: comScore AdEffx Offline Sales Lift Norms for CPG, March 2011

Non-purchased based targeting includes, but is not limited to, the following types of buys: contextual, audience, run of site//run of network, etc. **Source: comScore Audience Advantage, which leverages sophisticated predictive targeting algorithms that are created using anonymous panel and census data sources; targeting was deployed on the Microsoft Network sites.

Note: Retail sales is measured by linking the comScore panel of 1 million U.S. Internet users to their retailer loyalty card data from dunnhumby, which provides a measure of the panelist’s in-store buying activity.

It’s Possible to Quantify “Media Equivalencies”

• For this Case Study brand, 5 Internet Only advertising exposures had the equivalent impact of 1 TV Only advertising exposure

• The impact of exposure to both TV and Internet was higher than TV and Internet alone, even at higher frequency levels for Internet

1 TV Only Exposure

1 TV and 1 Internet Exposure

Results apply to Case Study brand and do not necessarily apply to other brands

Using Both Internet and TV is More Powerful than Using Each Medium Alone

• For this Case Study brand– TV and Internet combined had a greater impact than TV or

Internet alone – Ad exposures closer to the behavior had greater impact– Target consumers had a stronger response than non-target

consumers– Media “equivalencies” can be calculated and used in media

planning

Next Steps• What about sequencing of exposures?

– TV first? Internet first?

• What about different Internet advertising types? – Such as banner ads compared to video ads?

• 8,000 current panelists– Target is 25,000 opt-in panelists with access to mobile, TV, Internet

• Building in 2011 and 2012• Single-source cross-platform measurement

More Questions

25,000 Multi-Screen Panel

Thank you

Joan FitzGeraldjfitzgerald@comscore.com

Anant MathurAnant.mathur@smvgroup.com