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The Case for Integrated Cross Media Campaigns

The Case for Integrated Cross Media Campaigns European Interactive Advertising Association Pan-European Cross Media Research Study. $1.6B. $0.1B. Source: eMarketer 1999. Perception. Reality. Source: eMarketer 1999 Source: Zenith/OptiMedia July 2002. The EIAA.

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The Case for Integrated Cross Media Campaigns

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  1. The Case for Integrated Cross Media Campaigns European Interactive Advertising AssociationPan-European Cross Media Research Study

  2. $1.6B $0.1B Source: eMarketer 1999

  3. Perception Reality Source: eMarketer 1999 Source: Zenith/OptiMedia July 2002

  4. The EIAA A trade association founded in 2001 consisting of largest Pan-European online media owners. Our goal is to champion the value of online advertising as an integral component of the marketing mix

  5. Issues • Global advertising recession – worst in 40 years • Total ad spending fell 8-10% globally and across Europe between 2000 and 2002 • DotCom over promised and under delivered • The most measurable media • Not yet integrated into mainstream media planning/buying • Much of online advertising is still bought/sold with excel spreadsheets • Different language • Traditional media speaks: Reach&frequency, ROI while Online media speaks Page Views, CTR and cookies • Creative resources not interested in 468X60

  6. Online Online ad market Outdoor Cinema Radio Newspapers TV Magazines

  7. EIAA Research Initiative • Work with large pan European advertisers • And make them an offer they can’t refuse • Recruit research panel • Record media consumption weekly for 3 weeks • Complete questionnaire in week 4 (X questions regarding the brands under study) • Metrics: • Incremental reach • Awareness • Ad recall

  8. Optimal Marketing Mix

  9. Research Methodology

  10. Scope of study - Field period, campaigns and media

  11. Pan - European results

  12. Duplicated online reach 21% Online only 15% Reach of TV Print and Radio Campaigns combined = 51% Total reach = 66% What did we learn? (1) Including Online adds Reach French campaigns 0 25% 50% 75% 100% Source: NFO/Infratest Study

  13. Internet TV Why does this work? Cumulative Reach Percent Reach Week 2 Week 3 Week 4 Week 1

  14. What did we learn? (2) Including Online enhances Branding On average (15 campaigns) TV increased brand awareness levels by 4% whilst TV and online together delivered a 12% increase % lift in awareness as per different media combinations Brand Awareness Lift = 12% Lift = 6% Lift = 4% Question: Would you please tell us what brands in this category you can think of? Source: NFO/Infratest Study

  15. Spontaneous Ad Recall Average ad recall increased by 27% after exposure to the TV campaigns, however using TV and online together it resulted in a 45% increase % lift in recall as per different media combinations Spontaneous Ad Recall Lift = 45% Lift = 18% Lift = 27% Question: Would you please tell us what advertisements in this category you remember seeing or hearing recently? Source: NFO/Infratest Study

  16. Aided Ad Recall Strong synergy between TV and online shown again with similar trends across the three countries % lift in aided ad recall as per different media combinations Aided Ad Recall Lift = 28% Lift = 12% Lift = 16% Question: Please tell us if you have seen or heard any recent advertisement for BRAND x regardless of whether this was on the TV, etc? Source: NFO/Infratest Study

  17. Purchase Intent Purchase intent metric is hard to move – however, TV + online combination is more persuasive that TV or Online alone % lift in aided ad recall as per different media combinations Purchase Intent Lift = 9% Lift = 2% Lift = 12% Question: Do you plan to buy (or become a customer) of brand x? Source: NFO/Infratest Study

  18. TV and Online Advertising’s impact on brand attributes Both media impact key brand attributes separately yet are more powerful together % Lift Source: NFO/Infratest Study

  19. Where does the synergy come from?

  20. The key - Recall of ad details Ad Detail Recall % lift in recall of ad details by media combinations Lift = 44% Lift = 17% Lift = 14% Question: What details can you remember about ads for brands x? Source: NFO/Infratest Study

  21. Summary • Combining the Internet with traditional media adds incremental reach • The web reaches people (numbers and demographics) • The Internet has positive impact on branding metrics • Across 15 campaigns, average brand awareness rose 6%, average spontaneous ad recall rose 27%, and aided ad recall rose 12% • Combined media creates synergies: • For example, across 15 campaigns combining TV+Internet spontaneous ad recall jumps 45% versus TV only +27% and Internet Only +18%

  22. Next steps for the EIAA • Showcasing this and similar research • Contribute to the growing body of quantitative evidence that measures the impact of online advertising • Other research initiatives: • Changing media consumption • Advancing market through standardization projects (formats, measurement, etc)

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