The Case for Integrated Cross Media Campaigns European Interactive Advertising Association Pan-European Cross Media Research Study

The Case for Integrated Cross Media Campaigns

European Interactive Advertising Association

Pan-European Cross Media Research Study

0

500

1000

1500

2000

Millions USD

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

Online Ad SpendingUK

Source: eMarketer 1999

$1.6B

$0.1B

0

500

1000

1500

2000

Millions USD

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

Online Ad SpendingUK

Source: eMarketer 1999Source: Zenith/OptiMedia July 2002

Reality

Perceptio

n

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

The EIAA

• 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

Issues

Newspapers

Magazines

TV

Radio

CinemaOutdoor Online

Online ad market

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

Optimal Marketing Mix

Research Methodology

Germany UK France

Number of Campaigns 6 campaigns 4 campaigns 5 campaigns

Start Dates 7th July 2002 14th July 200223rd September

2002

End Dates 28th July 20024th August

200213th October

2002

Categories – European brands

FMCG, HBA, Finance, TelCo

Mobile, Finance,

FMCG, Autos

Finance, Autos, FMCG,

B2B

Sample Size 2015 1980 2003

Media Included

TV and Internet

TV, Print, and Internet

TV Print Radio and Internet

Scope of study - Field period, campaigns and media

Pan - European results

0 25% 50% 75% 100%

What did we learn? (1) Including Online adds Reach French campaigns

Reach of TV Print and RadioCampaigns combined = 51%

Source: NFO/Infratest Study

Online only 15%Duplicated online reach 21%

Total reach = 66%

Cumulative Reach

Week 1 Week 4Week 3Week 2

TV

Internet

PercentReach

Why does this work?

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No OTS Online Only TV Only Online + TV

What did we learn? (2) Including Online enhances Branding

% lift in awareness as per different

media combinations

Lift = 6% Lift = 4% Lift = 12%

Question: Would you please tell us what brands in this category you can think of?

On average (15 campaigns) TV increased brand awareness levels by 4% whilst TV and online together delivered a 12% increase

Brand Awareness


Spontaneous Ad Recall

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Average ad recall increased by 27% after exposure to the TV campaigns, however using TV and online together it resulted in a 45% increase

Question: Would you please tell us what advertisements in this category you remember seeing or hearing recently?

% lift in recall as per different media

combinations

Lift = 18% Lift = 27% Lift = 45%

SpontaneousAd Recall


Aided Ad Recall

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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?

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

Lift = 12% Lift = 16% Lift = 28%AidedAd Recall


Purchase Intent

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100


Question: Do you plan to buy (or become a customer) of brand x?

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

Lift = 9% Lift = 2% Lift = 12%

PurchaseIntent


TV and Online Advertising’s impact on brand attributes

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35

Unique Innovative Modern Trendy Likeable

TV only Online only TV + Online

% Lift


Both media impact key brand attributes separately yet are more powerful together

Where does the synergy come from?

The key - Recall of ad details

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Question: What details can you remember about ads for brands x?

% lift in recall of ad details by media

combinations

Lift = 17% Lift = 14% Lift = 44%

Ad DetailRecall


• 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%

Summary

• 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)

Next steps for the EIAA

Documents

The Case for Integrated Cross Media Campaigns European Interactive Advertising Association Pan-European Cross Media Research Study