1 / 18

Project Apollo

Project Apollo. Focused Direction for Reaching Your Most Valuable Consumers. The Vision. Deliver brand messages with greater relevance Enable direct ROI measurement Project Apollo: National marketing research service Multi-media and commercial exposure

skyler
Download Presentation

Project Apollo

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Project Apollo Focused Direction for Reaching Your Most Valuable Consumers

  2. The Vision • Deliver brand messages with greater relevance • Enable direct ROI measurement • Project Apollo: • National marketing research service • Multi-media and commercial exposure • Purchase behavior/sales results and attitudinal information …..FROM A COMMON SAMPLE OF CONSUMERS

  3. Online Surveys Database Integration The Technology Foundation PPM Homescan

  4. Project Apollo Single-Source Pilot 5,000-Household (~11,000 Person) National Consumer Database • Multiple Media and Marketing Touch Points • Network TV, syndication, cable network TV, network radio media use • Commercial exposure • Magazine, daily/national newspaper, FSI/pre-print readership • Purchase Behavior • Product purchase information from either in-home scannerand/or online surveys • Retail store visits (via in-home scanner) • Lifestyles and Attitudes • Surveys or other sources such as Spectra Geo-demographic coding • Integration of proprietary databases From The Same Consumer

  5. Electronic Measurement Surveys Electronic Print Measurement Billboard/ Outdoor Commercials Cable Networks Consumer Magazines POP/In-Store Direct Mail Broadcast Network TV Network Radio Daily/National Newspapers Store/Office Media Exposure Streaming Media Retailer Circulars Time Line for Media MeasuresTechnology Advancements, Industry Cooperation andPotential Partnerships Current Next Steps Future Capabilities Video Games Cinema Internet

  6. Project Apollo Single-Source Pilot Objectives • Superior Targeting • Return on Investment • Campaign Performance • Commercial Exposure • Competitive Advantage • Validate the technologies and methodologies which will be utilized as part of Project Apollo

  7. Segmentation via On-Line Survey Capabilities Q: What health conditions / ailments…. You or any member… over last 6 months? Sample Size 1,499 1,387 1,046 878 633 610 597 Estimated sample size based on 5k panel, Individual level, media and respondent static applied.

  8. Different Media Choices/Dayparts, Programs ….. Using Behavior-Based Media Planning “Idol” and “Housewives” move down on the list when buyers and spend levels are incorporated in to the planning process

  9. Targeting Dollars and a More Relevant Consumer Can Have a Significant Affect on Top-line Growth as well as ROI $5.4 million difference from a slightly higher quality target – same reach of 20 million

  10. Quantify ROI • Campaign had stronger ROI with Behavior – Based Targeting

  11. Pilot Objective: Campaign Performance and Commercial Exposure The campaign reached heavier brand buyers on ABC Primetime with a buying rate index of 145 compared to NBC and CBS where buyers who viewed the commercials were only average spenders

  12. The Promise of Project Apollo • Efficient Targeting……better results for the same spend and the same reach • Effective Targeting…….reach a more relevant consumer with a much more targeted message • Sales Impact for each Campaign • Refinement of Marketing Program based on understanding of behavioral response to the program

  13. Project Apollo Thank you

  14. Future of Audience Measurement • The “Future is Now” • Convergence of “discontinuous change” (Christiansen) and tipping point psychology (Gladwell) • Little change in media, and media research, in many decades • Rapid change now

  15. Discontinuous Changes NoYes • Media Satellite Radio iPods/MP3s DVR’s/HDTV, Plasma Screens Convergence of TV, Internet, Computer, Cell Phone, (later WiFi) distribution • Advertising Consolidation/Media Buying Shops Advertiser leadership on database integration/analytics – media planning • Media Research PPM, LPM Apollo (end of silos, performance CPMs, provable power of creative, ROI)

  16. Why is Change Coming so Fast? A Tipping Point • The technology is available (unlike ScanAmerica) • Economics of status quo eroding • Slow growth in traditional media • Non ad supported media revenue exceeds ad supported (2004) • In 2005 “new media,” with performance metrics, took dollars • Radio has committed to change to reignite growth • LIM • Digital • Electronic Measurement

  17. Why is Change Coming so Fast? A Tipping Point (continued) • Most important – advertiser taking direct role • Slowing unit growth, little pricing power • Marketing efficiency mandatory • SOX (role of CFOs, Purchasing) • Accountability (Stengel ANA Speech) • “Perfect” is the enemy of “better.”

  18. What Does This Mean? • Silo’d databases will recede • Media planning and buying will use adjusted CPMs • Planning will be more directive • EDI • New relationships • Bolder initiatives by media research • Industry acceptance of total quality/holistic metrics • Voluntary code of conduct for MRC (vs. legislation) • Acceptance of likelihood of rapidly evolving measurement • “perfect” is the enemy of “better”

More Related