Small Household Appliance & ITV Campaign Performance Monitor.
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Transcript of Small Household Appliance & ITV Campaign Performance Monitor.
![Page 1: Small Household Appliance & ITV Campaign Performance Monitor.](https://reader035.fdocuments.in/reader035/viewer/2022062318/551ba40a550346a10a8b62e2/html5/thumbnails/1.jpg)
Small Household Appliance & ITVCampaign Performance Monitor
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Our CPM Methodology
A cookie is dropped on to a itv.com viewers computer when they view the relevant ad
While the campaign happens, a questionnaire is scripted for client agreement
After the campaign finishes an overlay survey is served to everyone that visits ITV.com, but the cookie-ing tells us who has been previously exposed
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Our Sample
Unexposed (to ITV.com and TV) = respondents who did not recall the ad either on ITV.com or TV and who did not have a cookie from the ad on ITV.com on their PC (n=598)
Solus TV exposed = respondents who recalled seeing the ad on TV, but who did not recall the ITV.com ad and who did not have a cookie from the ad on ITV.com on their PC (n= 1110)
Solus website exposed = respondents who recalled seeing the ad on ITV.com or who had a cookie from the ad on ITV.com on their PC, but who did not recall seeing the ad on TV (n=80)
Dual exposed = respondents who recalled seeing the ad on TV and who were exposed to the ITV.com campaign (recalled seeing the ad on ITV.com or had a cookie from the ad on ITV.com on their PC) (n=316)
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The Campaign
The advertising campaign for this small household appliance comprised a video ad which ran from 4th – 24th April 2011 on ITV.com.
There was also a TV campaign which overlapped with the online campaign.
Fieldwork was conducted between 26th April – 2nd May 2011. The sample comprised 2,104 UK respondents.
Of those 1,506 were exposed (71.6%) to the campaign on ITV.com and/or TV while 598 were not exposed (28.4%) to either medium.
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Respondent Profile
*Watched Full Length programmes on VOD
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Significance Testing
Significance testing is carried out to make sure that variations in results are genuine
comparisons.
If something is significant at 95% it is saying that 95 times out of 100, when repeated this
result will be the same within calculated margins of error.
http://www.encyclopedia.com/doc/1O88-significancetests.html
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The Results
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Brand Consideration increases by +20% from unexposed to dual exposed
55% 61% 61% 66%
Q8. Which of these statements best describes how much you would consider buying each of the following? ? (All Respondents aware of ‘core’ brands)
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Clear uplift in agreement towards Brand Growth after dual exposure to the ad
66%79% 72%
81%
Q9. Which of the following phrases best describes what you feel is happening to each brand? (All Respondents aware of ‘core’ brands)
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Recommendation (Mean Scores)Overall recommendation was high, with duals showing the highest level
Q14. How likely would you be to recommend this small Household Appliance to a friend or colleague? Please answer on a scale of 0 to 10 where 0 is 'would not recommend' and 10 is 'would definitely recommend'. (Base: All respondents who own / use this brand)
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Dual exposed respondents felt a particularly positive association with the brand
Q18. Which of these statements describes your feelings about this ad? (Please select all that apply) (Base: All respondents able to view the ad at Q15)
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Summary
By adding VOD to the TV campaign, this small household appliance has seen an uplift in all of the following measures:
Spontaneous Brand & Advertising Recall Brand Consideration Depth of agreement towards Brand Growth & Brand Quality Recommendation
Brand messages from the creative were clearly understood
All forms of post-ad response and reactions have been improved via dual exposure to the campaign