1 1 how the internet has enhanced the value of television advertising david f. poltrack chief...
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How The Internet How The Internet Has Enhanced The Value Has Enhanced The Value Of Television AdvertisingOf Television Advertising
David F. PoltrackDavid F. Poltrack Chief Research Officer, CBS CorporationChief Research Officer, CBS CorporationPresident, CBS VISIONPresident, CBS VISION
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DESIREDESIREAWARENESSAWARENESS INTERESTINTEREST ACTIONACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESSA.I.D.A. CONSUMER DECISION MAKING PROCESS
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DESIREDESIREAWARENESSAWARENESS INTERESTINTEREST ACTIONACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESSA.I.D.A. CONSUMER DECISION MAKING PROCESS
THE ROLE OF TELEVISION
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DESIREDESIREAWARENESSAWARENESS INTERESTINTEREST ACTIONACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESSA.I.D.A. CONSUMER DECISION MAKING PROCESS
THE ROLE OF THE INTERNET
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DESIREDESIREAWARENESSAWARENESS INTERESTINTEREST ACTIONACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESSA.I.D.A. CONSUMER DECISION MAKING PROCESS
THE ROLE OF TELEVISION
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CROSS MEDIA AUTO STUDYCROSS MEDIA AUTO STUDY
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Car Make/ Model
Audi R8BMW X6
Chevrolet MalibuDodge Challenger
Dodge J ourneyFord Edge Hybrid
Infiniti EX35Nissan Rogue
Pontiac G8Saturn AuraVW Tiguan
CAR MAKE/MODELSCAR MAKE/MODELS
Source: GfK Omnitel Survey, April 14-18, 2008
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AWARE - AWARE - AllAll
Car "Make/Model"
Aware-All
A 68%
B 32%
C 54%
D 30%
E 26%
F 23%
G 18%
H 53%
I 33%
J 30%
K 21%
AVG 35%
Source: GfK Omnitel Survey, April 14-18, 2008
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AWARE – AWARE – (Would Consider = 11%)(Would Consider = 11%)
Car "Make/Model"
Aware- Consider
A 69%
B 36%
C 63%
D 46%
E 33%
F 35%
G 25%
H 63%
I 49%
J 41%
K 18%
AVG 43%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOURCE OF AWARENESS = TV (ALL)SOURCE OF AWARENESS = TV (ALL)
Car "Make/Model"
TV 2ND CHOICE 2nd SOURCE
A 63% 16% Magazines
B 59% 14% Magazines
C 66% 13% Magazines
D 58% 20% Magazines
E 66% 15% Magazines
F 44% 21% Magazines
G 58% 12% Magazines
H 57% 20% Magazines
I 55% 14% Magazines
J 45% 23% Magazines
K 51% 21% Magazines
AVG 57% 17%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOURCE INFORMATION – (All Aware)SOURCE INFORMATION – (All Aware)
Car "Make/Model" ANYWHERE
A 11%
B 9%
C 11%
D 11%
E 7%
F 13%
G 5%
H 13%
I 11%
J 11%
K 10%
AVG 10%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOUGHT INFORMATION –SOUGHT INFORMATION – (Would Consider)(Would Consider)
Car "Make/Model"
ANYWHERE
A 28%
B 19%
C 33%
D 29%
E 12%
F 27%
G 19%
H 35%
I 20%
J 29%
K 18%
AVG 24%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOUGHT INFORMATION –SOUGHT INFORMATION – (All Aware)(All Aware)
Car "Make/Model"
% INTERNET % MAGAZINE % DEALER
A 46% 18% 29%
B 29% 17% 28%
C 46% 18% 19%
D 28% 25% 25%
E 43% 20% 11%
F 53% 8% 14%
G 58% 24% 6%
H 53% 20% 24%
I 40% 9% 31%
J 48% 21% 18%
K 34% 16% 24%
AVG 43% 18% 21%
Source: GfK Omnitel Survey, April 14-18, 2008
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THE INTERNET:Call to Action
THE INTERNET:Call to Action
TELEVISION:BUILDS AWARENESS
AND INTEREST
MEDIA DISTRIBUTIONMEDIA DISTRIBUTION
Source: GfK Omnitel Survey, April 14-18, 2008
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THE INTERNET:Call to Action
THE INTERNET:Call to Action
TELEVISION:BUILDS AWARENESS
AND INTEREST
MEDIA DISTRIBUTIONMEDIA DISTRIBUTION
Source: GfK Omnitel Survey, April 14-18, 2008
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THE INTERNET:Call to Action
THE INTERNET:Call to Action
TELEVISION:BUILDS AWARENESS
AND INTEREST
MEDIA DISTRIBUTIONMEDIA DISTRIBUTION
Source: GfK Omnitel Survey, April 14-18, 2008
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THE INTERNET:Call to Action
THE INTERNET:Call to Action
TELEVISION:BUILDS AWARENESS
AND INTEREST
MEDIA DISTRIBUTIONMEDIA DISTRIBUTION
Source: GfK Omnitel Survey, April 14-18, 2008
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“C3”…The New Currency
THE ECONOMICS - AdvertisingTHE ECONOMICS - Advertising
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• Advertising Rating Company (ARC) is an independent advertising research firm that conducts syndicated research on advertising creative effectiveness
• The overall creative effectiveness metrics – ACE Scores – measure the extent to which advertising creative builds consumer demand for the brand or product
• The metrics are comprised of consumer ratings with respect to Desire, Information, Impression, Liking and Watchability of a TV commercial
• Effectiveness is determined by reaching a score of 50 out of 100 points on component ratings
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ACE (Advertising Creative Effectiveness) Scores of Currently Running TV Ads Rated by 18-49 yr Old Viewers:
Automotive
401
326 312 310
271 266 261 248 246228 223
187
150
200
250
300
350
400
450
BrandA
BrandB
BrandC
BrandD
BrandE
BrandF
BrandG
BrandH
BrandI
BrandJ
BrandK
BrandL
ACE (Advertising Creative Effectiveness) Scores of Currently Running TV Ads Rated by 18-49 yr Old Viewers:
Automotive
401
326 312 310
271 266 261 248 246228 223
187
150
200
250
300
350
400
450
BrandA
BrandB
BrandC
BrandD
BrandE
BrandF
BrandG
BrandH
BrandI
BrandJ
BrandK
BrandL
Source: Advertising Rating Company, Nov. 2007
N per ad: 1,000
ACE Scores: Ad’s overall effectiveness in building ACE Scores: Ad’s overall effectiveness in building consumer demand for the brand/productconsumer demand for the brand/product
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THE ECONOMICS - AdvertisingTHE ECONOMICS - Advertising
EYETRACKING
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USABILITY STUDIES
•WEBSITES•SOFTWARE•COMPUTER GAMES•INTERACTIVE TV•HAND HELD DEVICES•TELEVISION PROGRAMMING
ADVERTISING
•WEBSITES•TV COMMERCIALS•PRINT ADVERTISING•MOVIE TRAILERS•BILLBOARDS
APPLICATIONSAPPLICATIONS
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P300P300
StimulusStimulus
30
0
-30
30
0
-30
2007 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
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Topological Mapat 500 milliseconds
The detection of the red dot generates a classic brain response indicating voluntary attention and detection.
CLASSIC PHYSIOLOGICAL RESPONSECLASSIC PHYSIOLOGICAL RESPONSE
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XYTE TYPOLOGYXYTE TYPOLOGY
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ROI:The Holy Grail
THE ECONOMICS - AdvertisingTHE ECONOMICS - Advertising
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TRA DATA ON LUXURY CAR OWNERSTRA DATA ON LUXURY CAR OWNERS
169
54
LUXURY CAR OWNER INDEX (5.0+ Rated Programs)
Source: TRA Data for Southeast Market, June 2008
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NEW MEDIA TECHNOLOGY: Three ScreensNEW MEDIA TECHNOLOGY: Three Screens
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NEW MEDIA TECHNOLOGY: Three ScreensNEW MEDIA TECHNOLOGY: Three Screens