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Transcript of Steve nuttall and adrian morgan advances in quant - 2011
A Presentation from The NewMR “Advances in Quantitative Research” Event
19 September, 2012
Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material
For more information about Affinnova visit www.affinnova.com For more information about NewMR events visit newmr.org
People Connect With Radio – a study investigating radio’s effectiveness in driving digital activity Steve Nutall and Adrian Morgan, Colmar Brunton
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Steve Nuttall, Managing Director
Adrian Morgan, Research Director
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Colmar Brunton Research
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Agenda
1. Background – the issue
2. Our solution – how we did it
3. What we found
4. Five key take outs
5. Why it works
3
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
The first research study
in Australia to establish
the direct link between
media exposure and
the online response it
triggers”
“
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Background &
introduction
5
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Key questions
• How do radio listeners
consume both radio and
digital media?
• What is the impact of radio
advertising on online
behaviour?
• What is the relationship
between radio and their
audience (‘the engagement
factor’) and how can
advertisers leverage this to
their advantage?
• Put simply how effective is
radio advertising at
provoking or inspiring a
response in people that are
exposed?
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Research
Method.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
“Click Hear” - our unique
and innovative approach
A blend of the old and
new that delivers
powerful insights into
the relationship
between radio and
digital media
8
Radio listening
diary
Online browsing
data
Media schedule
1. Recruit a panel to
participate in
a two week study
3. netPanel software
installed to track
panellists online
behaviour
2. Advertising
placement data for
each station
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Online Diary
Participants recruited from Colmar
Brunton’s proprietary research panel
with over 100,000 members.
Recruitment qualifying criteria: radio
listening frequency (15 minutes or
more per day) and ‘main’ station.
The diary collected data about
consumer radio listening habits at
each hour of the day.
The study was conducted in Sydney
and Melbourne with a cross section of
listeners.
Location Recruitment Completed
diaries
N=750 N=469
Sydney 375 226
Melbourne 375 243
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Terminology
1. Adverts with a “digital call to action”. Executions that contain a message to go online and visit a website or social media pages. 2. Exposed listeners. Radio listeners who are tuned in to the radio station when adverts with a digital action call to action are on air. 3. Digital activity. When radio listeners click on an advertisers’ brand website, social media pages or search for the brand.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
469 panel members
completed the diary and installed netPanel.
Two weeks of tracking.
72 adverts with a digital call to action.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Advertising
exposure
65%
exposed to
at least one
advert
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Key
Findings.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Headline Findings
9 People are 6 times more likely to
look for a specific advertiser’s brand
online if they advertise on the radio.
9 Radio advertising has an immediate
effect. 78% of those exposed to
advertising undertook some form of
digital activity within 24 hours.
9 1 in 5 regular station listeners visit the
station website or social media sites.
9 Commercial radio generates
significantly more visits to a web
page if an advert has a digital call to
action.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Audience activity
64%
digital
activity 50%
digital
activity 28%
uplift
Exposed Not exposed vs.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Potential
audience impact 650,000
exposed 350,000
not
exposed
Impact for a station with 1 million regular listeners
416,000
digital
activity
175,000
digital
activity
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Exposure to radio
advertising boosts
digital activity.
On average people
exposed are six
times more likely to
take action than
those not exposed
to radio advertising.
4.9
0.7
Exposed to RadioAdvertising - Digital Activity
Not Exposed to RadioAdvertising -
Digital Activity
Base: Total Sample (n=469)
(Sydney & Melbourne)
6
times
higher
%
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
49,000
7,000
Exposed to RadioAdvertising - Digital Activity
Not Exposed to RadioAdvertising -
Digital Activity
42,000 more
listeners clicking
Impact for a station
with 1 million
regular listeners
Base: Total Sample (n=469)
(Sydney & Melbourne)
6
times
higher
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Radio advertising has
an immediate effect
Over three quarters of those
exposed to radio advertising
were motivated to undertake
some form of digital activity
within 24 hours.
78%
10% 13%
Within 24Hours
1-3 Days 3 Days +
Base: Exposed to Advertising (n=306)
(Sydney & Melbourne)
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
The majority of
digital activity is
focused on
browsing branded
websites
64%
59%
7% 4%
Net digitalactivity
Websites Categorysearch
Base: Total Sample (n=195). Multiple response activity.
(Sydney & Melbourne)
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Opportunity to
integrate on-air and
online advertising
1 in 5 regular station
listeners engage with the
station’s digital assets –
mainly via the website.
21%
14%
4%
Net StationDigital Activity
Website Facebook
Base: Total Sample (n=469)
(Sydney & Melbourne)
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Uplift in digital activity varies by category
resulting in an uplift in “people”.
144%
135%
117%
107%
78% 74%
64%
0%
20%
40%
60%
80%
100%
120%
140%
160%
Food Finance Government Cars Insurance Real Estate Events
Uplift
Index
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
5 key
take outs.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
• We have independent
and irrefutable proof
that radio advertising
really drives people to
go online to find out
more about brands.
• It’s six times more likely.
• That’s an incredibly
powerful message to
drive home.
1
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Rapid reinforcement of message works –
broadcast three to four times within a 24
hour period to generate immediate clicks
to the brand’s website.
2
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Radio advertising is most effective when
the call to action is the advertiser’s
website – it’s where people want to go
and engage with brands.
3
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Persuade advertisers to reinforce the
campaign message online – via the
station’s website - as well as on air.
4
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Ad creativity and communicating the
proposition effectively in the radio medium
is important for delivering optimum
impact.
5
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
And finally.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Where next?
• The beauty of this approach is the
observation of real human behaviours
rather than relying on recall.
• It also works because we are talking
about mass media penetration - the vast
majority (8 in 10) of Australians listen to
commercial radio every week and a
similar proportion are online.
• The logical extension of this research
would be to extend to TV where content is
fragmenting and moving online and many
viewers concurrently consume digital
media.
• Advertisers and sponsors are asking
tough questions about the effectiveness
of television as an advertising platform
when used in conjunction with digital and
social media
• It would also make sense to capture
mobile and tablet browsing behaviour.
Around a half of Australians own a
smartphone.
• The challenge in extending the research
is not technological. It’s about persuading
respondents to participate in research
which becomes increasingly invasive –
the sense that big brother is watching.
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Thank you
Steve Nuttall
Colmar Brunton Research
Speaker: Steve Nuttall & Adrian Morgan, Colmar Brunton Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1
Q & A
Steve Nuttall
Colmar Brunton Research
Sue York
NewMR Adrian Morgan
Colmar Brunton Research
A Presentation from The NewMR “Advances in Quantitative Research” Event
19 September, 2012
Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material
For more information about Affinnova visit www.affinnova.com For more information about NewMR events visit newmr.org
People Connect With Radio – a study investigating radio’s effectiveness in driving digital activity Steve Nutall and Adrian Morgan, Colmar Brunton