Print media advertising campaign analysis

The Print Campaign Analysis Prepared for MPA S E P T E M B E R 2 0 1 5

Table of Contents

Methodology 3

Overview 7

Channel Results 9

Channel Combination Results 15

Frequency Results 20

Print Frequency Results 27

Demographic Results 36

Appendix /Using the Study 39

Methodology: Measurement of Ad Campaigns

Opportunity to See

OTS measures media the way it is

purchased.

Why: Allows for apples to apples

comparison of all media;

Advertising is measured based on

a presence in media and not

guaranteed viewing.

Continuous Tracking

Ongoing daily interviewing for the

duration of the campaign.

Why: Real time reporting,

reporting at different levels of

reach/frequency; understand the

impact of competitive and

macroeconomics

Experimental Design

In-market based test/control

evaluations for each media vehicle

Why: Multi-dimensional (factorial)

experimental design isolates

individual media and synergy

created by each media

combination.

Note: It is not necessary for clients to alter their media plans for research.

3rd Party Data Match

Match to third party data sets to isolate in-market actions resulting directly from campaign exposure.

M T W T F SS

Name ADDRESS

Test Controlvs.

The Ignite Network

Ongoing daily interviewing for the

duration of the campaign.

Why: Real-time reporting, reporting

at different levels of reach/frequency;

understand the impact of competitive

and macroeconomics.

OTS measures media the way it is

purchased.

Why: Allows for apples-to-apples

comparison of all media; Advertising is

measured based on a presence in

media and not guaranteed viewing.

In-market based test/control

evaluations for each media vehicle.

Why: Multi-dimensional (factorial)

experimental design isolates individual

media and synergy created by each

media combination.

Note: It is not necessary for clients to alter their

media plans for research

3

Methodology: Millward Brown Normative Data

Norms are calculated in a three-step process:

One: All data from the campaigns in norms are moved to a separate

database, with the final weighting scheme applied to the

control/exposed respondents where applicable.

Two: All responses from an individual campaign are averaged together

to give one final exposed and control percentage for each metric

from that campaign.

Three: The final control/exposed values (averages) for each campaign

are then averaged together to provide a normative average that is

independent of sample size (i.e., a campaign with 100 completes

is treated the same as a campaign with 10,000 completes in this

step). The final result is the norms table.

4

Methodology: Millward Brown Normative Data’s Six Key Brand Metrics

Unaided Awareness: When thinking of category, which brands come to mind

first?

Aided Awareness: Have you heard of the following category brands?

Advertising Awareness*: Have you seen any ADVERTISING for the following

brands within the past 30 days?

Message Association: Which of the following brands of category, if any, uses

the following message in its advertising?

“Brand Tag Line”

Brand Favorability: What is your overall opinion of each of the following

brands?

Purchase Intent: How likely are you to purchase any products from any of

the following brands?

*This question will specify the media channel used in the campaign; for example, Online, TV, Print. 5

Methodology: The Hierarchy of Advertising Effects

BRAND AWARENESS/FAMILIARITY Measures the level of familiarity respondents have with the brand (aided and unaided)

MESSAGE ASSOCIATION Measures the extent to which respondents can match the messages

and/or concepts in the creative to the brand

BRAND FAVORABILITY

Measures the extent to which respondents have a positive or favorable opinion of the

brand

PURCHASE INTENT

Measures the likelihood of respondents to purchase

the brand in the future

First, consumers need to be

aware of a brand. 1

Then they need to understand the

value to them, or what the product

is used for. 2

The consumer forms an opinion about

the brand. 3

Finally, the consumer decides whether he or

she is likely to purchase the brand. 4

How do you measure where consumers are in the continuum?

6

Overview

Objective:

To identify the strengths of Print media, as compared to Online and TV media,

by evaluating the media channels separately and in combination with each

other.

Additional Background:

Millward Brown Digital examined a series of Cross Media campaign results in

aggregate:

• Overall

• Automotive

• CPG

• Entertainment

• Financial Services

Data collected over time, from 2007 – 2015.

7

Key Findings

Advertising benefits advertisers regardless of media channel

Combined exposure across TV, Print and Online channels resulted in larger observed

increases

• This was particularly true for the Print + TV combination, though Print + Digital

also resulted in significant lifts in advertising effects

Print ad exposures were especially effective at boosting the persuasion metrics

– brand favorability and purchase intent

• Print also significantly improved the ability of consumers to correctly associate

cross-platform ad campaigns with the brands that had sponsored the ads

Optimum ad exposure levels vary by channel. While TV and Online show

diminishing returns after 4 exposures, Print continues to improve ad awareness

and persuasion metrics at higher (5+) frequencies

• This suggests that TV and Online channels may be more cost-effective at lower

levels of exposure, while advertisers are likely to benefit from higher Print

frequencies

Print was equally effective among both males & females 8

Delivering on the Full Value of Brand Advertising

R E S U LT S B Y I N D I V I D U A L C H A N N E L

Channel Results

9

Deltas by Channel

3% 4%5% 5% 4% 4%3%

8%10%

7%

11% 11%

2%5%

11%

6% 8% 8%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness

Aided Awareness Ad Awareness MessageAssociation

Brand Favorability Purchase Intent

Channels by Delta

OnlineDelta

PrintDelta

TVDelta

Online Print TV

Number Respondents 253,421 88,014 198,479

All channels successfully raise the metrics, however Print leads to greater increases in Aided

Awareness and the persuasion metrics

significant increase at 95%

confidence

10

Average Deltas by Channel: Automotive

sample was statistically flat significant increase at 95%

confidence

3% 2%

6%4% 4% 4%

0%3%

7%

1%

7% 8%

3% 3%

9%6% 6% 6%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness



Average Channels by Delta: Automotive

OnlineDelta

PrintDelta

TVDelta

Online Print TV


The trend of Print outperforming Online and TV in persuasion metrics holds true for Automotive

campaigns, with 7% and 8% point increases for Brand Favorability and Purchase Intent

respectively

11

Average Deltas by Channel: CPG

4%2%

5% 4% 4%6%

4% 3%

11%

7%9%

10%

4% 4%

7%9%

7% 7%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness



Average Channels by Delta: CPG

OnlineDelta

PrintDelta

TVDelta

Online Print TV


All channels were strong performers for CPG campaigns


confidence

12

Average Deltas by Channel: Entertainment

7% 7% 8%9%

5%3%

24%

9%

13%

18%15%

2%

7%

13%

8% 9%10%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness



Average Channels by Delta: Entertainment

OnlineDelta

PrintDelta

TVDelta

Online Print TV


Print was notably effective for Entertainment campaigns • Note that the sample size was relatively small for Print when compared to the other channels, so the Print

results should be read with that in mind


confidence

13

Average Deltas by Channel: Financial

1%

4% 5% 6%3% 2%3%

9% 8% 8%10% 9%

0%

6%

12%

6% 7% 7%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness



Average Channels by Delta: Financial

OnlineDelta

PrintDelta

TVDelta

Online Print TV


Persuasion metrics were again most impacted by Print, followed by TV • Print also led to a higher rate of brand recognition, showing a substantial elevation in Aided Awareness


confidence

14


R E S U LT S B Y C O M B I N AT I O N S O F C H A N N E L S

Channel Combination Results

15

Deltas by Combinations


confidence

4%

10% 11% 10%8%

10% 11%

3%6%

7%

12%

9%7% 8%

4%

13%11%

15%

11%

15%17%

6%

15%

11% 11%

15%

10%

14%

17%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness

AidedAwareness

Online AdAwareness

Print AdAwareness

TV AdAwareness

MessageAssociation

BrandFavorability

Purchase Intent

Channels by Delta

Online + PrintDelta

Online + TVDelta

Print + TVDelta

Online + Print + TVDelta

Print + Online Online + TV Print + TVPrint + Online

+ TV

Number Respondents 30,588 91,019 24,563 10,967

Print was an important media channel across campaigns, driving strong increases, particularly

when used with TV or both TV + Online

16

Average Deltas by Combinations: Automotive


confidence significant increase at 95%

confidence

1%

5%

10%

4%2%

8% 8%

4% 4%7%

11%

8%6% 7%

1%

7%

4%6%

3%

11% 12%

3%

7% 6%

2%5%

2%

11%13%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness

AidedAwareness

Online AdAwareness

Print AdAwareness

TV AdAwareness

MessageAssociation

BrandFavorability

PurchaseIntent

Average Channels by Delta: Automotive

Online + PrintDelta

Online + TVDelta

Print + TVDelta



+ TV


Print+TV and Print+TV+Online were the most successful channel combinations in driving

increases in persuasion metrics, especially Purchase Intent

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4%5% 5%

10%11%

9% 9%

6%4%

7%

13%

10%8%

11%

5%6%

12%

23%

12% 12%14%

7%6%

8%

12%

20%

14%12%

14%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness

AidedAwareness

Online AdAwareness

Print AdAwareness

TV AdAwareness

MessageAssociation

BrandFavorability

PurchaseIntent

Average Channels by Delta: CPG

Online + PrintDelta

Online + TVDelta

Print + TVDelta


Average Deltas by Combinations: CPG


confidence


+ TV


CPG campaigns saw trends similar to those seen in automotive campaigns

Print + TV and the three channel exposure reported the largest increases in both Brand

Favorability and Purchase Intent

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Average Deltas by Combinations: Financial

4%

10%11%

9%

5%

8%7%

0%

7%7%

11%7% 7% 7%

3%

11% 10%12% 12%

17%15%

5%

16%

11% 11%12%

7%

15% 15%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness

AidedAwareness

Online AdAwareness

Print AdAwareness

TV AdAwareness

MessageAssociation

BrandFavorability

PurchaseIntent

Average Channels by Delta: Financial

Online + PrintDelta

Online + TVDelta

Print + TVDelta



+ TV


Financial campaigns also benefited from Print exposure in conjunction with other media channels,

especially TV


confidence

19


C O M PA R I S O N T O O N L I N E A N D T V

Frequency Results

20

Frequency Comparison: Unaided Awareness


confidence

3%

5%

4%

2%

3% 4%

2% 2%

2%

0%

2%

4%

6%

8%

10%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta

Frequency Impact on Unaided AwarenessData is Delta

Online Print TV

Unaided Awareness stabilized around mid-level exposure (3 to 4)

Optimal rate of exposures for Print was 3-4 exposures

21

Frequency Comparison: Aided Awareness


confidence

3%4%

6%

7%

11% 12%

3%4%

5%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta

Frequency Impact on Aided AwarenessData is Delta

Online Print TV

Print again showed the greatest ability to increase awareness, even with low exposure

22

Frequency Comparison: Ad Awareness


confidence

4%

7%

8%

8%

12%

18%

7%

10%

13%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta

Frequency Impact on Ad AwarenessData is Delta

Online Print TV

As exposure continued, respondents showed a strong recollection of the Print campaign,

demonstrating respondents were able to recall this exposure more readily than on Online or TV

23

Frequency Comparison: Message Association


confidence

4%5%

7%

7%8%

12%

5%

6% 8%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta

Frequency Impact on Message AssociationData is Delta

Online Print TV

All media channels were better able to relay the campaign tagline with higher levels of exposure,

however Print saw the greatest uptick after 5 or more exposures, suggesting that respondents

were more engaged with the Print media channel

24

Frequency Comparison: Brand Favorability


confidence

3%4%

5%

10%

14%17%

6% 6%8%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta

Frequency Impact on Brand FavorabilityData is Delta

Online Print TV

Brand Favorability was most effective after 5 or more exposures in general, however the delta

went up the most after Print exposure

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3% 4%

5%

10%

14%

18%

7% 6%

9%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta

Frequency Impact on Purchase IntentData is Delta

Online Print TV

Frequency Comparison: Purchase Intent


confidence

Following the trend seen for Brand Favorability, Purchase Intent increased the most after a high

level of exposure on Print

26


A N I N - D E P T H L O O K AT P R I N T F R E Q U E N C Y

Print Frequency Results

27

Print Frequency: Awareness Metrics


confidence

3%

5% 4%

7%

11% 12%

8%

12%

18%

7%8%

12%

0%

5%

10%

15%

20%

Print 1-2 Exp Print 3-4 Exp Print 5+ Exp

Print Frequency Impact: Awareness MetricsData is Delta

Unaided Awareness Aided Awareness Print Ad Awareness Message Association

1-2 Exp 3-4 Exp 5+ Exp


As shown previously, Print performed best in awareness metrics when shown 5 or more times,

except for Unaided Awareness, which peaked at 3 to 4 exposures

28

Print Frequency: Persuasion Metrics


confidence

10%

14%17%

10%14%

18%

0%

5%

10%

15%

20%

Print 1-2 Exp Print 3-4 Exp Print 5+ Exp

Print Frequency Impact: Persuasion MetricsData is Delta




The persuasion metrics had a steady upward trajectory with additional exposure

29

0%1%

0%

2%

7%

6%6%

12%

10%

1%

5%

7%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta


Automotive Campaigns


Average Print Frequency: Awareness Metrics - Automotive



Automotive Print campaigns reach their peak levels in awareness metrics after a moderate level (3

to 4) of exposure


confidence

30

Average Print Frequency: Persuasion Metrics- Automotive


confidence

6%

12%

14%

6%

12%

17%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta


Automotive Campaigns




Automotive campaigns in Print continued to show larger increases after a high level of exposure

31

Average Print Frequency: Awareness Metrics - CPG


confidence

3%

14%

9%

3%7%

9%6%

10%

15%

9%

12%11%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta


CPG Campaigns




CPG Print awareness metrics increased at all levels of exposure

Both Unaided Awareness and Message Association were optimally effective after just 3 to 4

exposures, while Aided Awareness and Print Ad Awareness continued to increase after heavy

exposure

32

Average Print Frequency: Persuasion Metrics - CPG


confidence

7% 6%

11%

7%

12%

9%

0%

5%

10%

15%

20%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta


CPG Campaigns




Increase in Purchase Intent began to diminish after 5 or more exposures, suggesting that 3 to 4

exposures were optimal to drive up the purchase of CPG items

33

Average Print Frequency: Awareness Metrics - Financial


confidence

3%

4%4%

8%

14%

14%

7%

13%

18%

8%10%

22%

0%

5%

10%

15%

20%

25%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta


Financial Campaigns




Awareness metrics increased with high levels of exposure to Financial campaigns

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9%

17%

15%

8%

14%

17%

0%

5%

10%

15%

20%

25%

1-2 ExpDelta

3-4 ExpDelta

5+ ExpDelta


Financial Campaigns


Average Print Frequency: Persuasion Metrics - Financial


confidence



Financial campaigns benefitted from a high level of exposure, with Purchase Intent showing the

largest increases after 5 or more exposures

35


R E S U LT S B Y G E N D E R

Demographic Results

36

4% 5% 5%4% 4% 3%

10%8%

11% 11%

4%

10%

2%

6%8% 7% 8%

11%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness



Deltas by Channel:Males

OnlineDelta

PrintDelta

TVDelta

Deltas by Channel: Male


confidence

Males were influenced at nearly equal levels by TV and Print ads to purchase a brand or product

post-exposure. They paid more attention to the Print ads, thus showing increased awareness

metrics

Online Print TV


37

4%6% 5% 4% 4% 3%

8% 7%

12% 12%

3%

10%

2%5%

7% 8% 9%11%

0%

5%

10%

15%

20%

25%

30%

UnaidedAwareness



Deltas by Channel:Females

OnlineDelta

PrintDelta

TVDelta

Deltas by Channel: Female


confidence

Print drove up the awareness metrics among females, and similar to males, led to increased

Purchase Intent

Online Print TV


38


Appendix

39

Getting the Most from the Study

• MPA Members may use charts/findings from this study in sales and

marketing materials.

• Source all charts/findings, either within copy or footnoted on charts.

• Source: The Print Campaign Analysis, prepared for MPA by

Millward Brown Digital, September 2015

• Any analyses based on the data, but not specifically included in the

study, may not be sourced to the study without approval from the MPA

and Millward Brown Digital.

• MPA Members should contact Elizabeth Tighe ([email protected])

for approvals and additional information.

40


Ashley Gragg

Senior Analyst, Insights and Analytics

(415) 321-3719

[email protected]

Questions:

41

Print media advertising campaign analysis

Business

Transcript of Print media advertising campaign analysis