cmost study

1

CMOST

2

Research Design

Laun

ch

Control

Online + Media 1(Online Exposed)

Media 1 Only(Online Unexposed)

Pre-Launch Month 1 Month 2 Month 3

Sco

re

Electronic Cookie Tracking

3

Research Design (cont’d)

4

8 Canadian Studies…8 Canadian Studies…

5

Case Studies - Red Bull

KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

6

Online Only TV Only Radio Only Radio + online TV + Online TV+Radio

% Composition of Future Prospects by Media ExposureBase: Total sample

Attracting New Users Through OnlineAttracting New Users Through Online

Actual figures and prospect definition not shown to maintain confidentiality

7

126 125 125 123111 110 102

89

020406080

100120140160

BrandFavorability

UnaidedBrand

Awareness -All

responses

MessageAssociation

UnaidedBrand

Awareness -Top of mind

AdAwareness

PurchaseIntent

AidedBrand

Awareness

Online AdAwareness

Key Metric Strengths Among Target Market Index – Target Market vs. Total Sample (100)

Identifying Areas For ImprovementIdentifying Areas For Improvement

Strength amongst targetOpportunity for Improvement

8

106

103

101 101100 100

97

92

94

96

98

100

102

104

106

108

MessageAssociation

Unaidedbrand

awareness

Aided AdAwareness

Online AdAwareness

Aided brandawareness

BrandFavourability

PurchaseIntent

Impact of Online Advertising Index – Exposed vs. Control (100)Base: Total sample

On Its Own, Online Impacts Message AssociationOn Its Own, Online Impacts Message Association

Significant difference vs. control

9

100

149

111116

98

80

100

120

140

160

Pre-Wave TV Only Radio Only Radio +Online

TV +Online

Future Purchase Intent – Red Bull Index vs. Pre-wave (100)Base: 18 to 34 year olds


TV Strengthens Future Purchase IntentTV Strengthens Future Purchase Intent

10

100

163156

213

138

80

100

120

140

160

180

200

220

240


TV +Online

Aided Online Advertising Awareness – Red Bull Index vs. Pre-wave (100)

Base: 18 to 34 year olds


Radio Helps Online Drive Awareness of Online AdsRadio Helps Online Drive Awareness of Online Ads

11

100

114105

109

140

60

70

80

90

100

110

120

130

140

150


TV +Online


Online Helps TV Enhance Brand PerceptionsOnline Helps TV Enhance Brand Perceptions

Impact on Brand Equity Statement – Red Bull Index vs. Pre-wave (100)Base: Energy Drink Users

12

100 98105

118

94

60

70

80

90

100

110

120

130


TV +Online

Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100)

Base: Energy Drink Users

Online Supports Radio In Strengthening The CampaignOnline Supports Radio In Strengthening The Campaign


13

As

frequency

increases

Increased Online Frequency Drove Mentions FurtherIncreased Online Frequency Drove Mentions Further


118133

0

20

40

60

80

100

120

140

160

Radio + Online Radio + Online (2+ freq.)

Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100)

14


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

15

450

229

179159

111 108 101

0

100

200

300

400

500

SponsorshipAssociation

MessageAssociation

UnaidedBrand

Awareness

Overall AdAwareness

PurchaseIntent

BrandFavourability

Aided BrandAwareness

Rich Media Vs. Standard Ad Units

Index: Impact from Rich Media vs. Standard Units Standard Unit index = 100

Indicates a significant difference at a 90% confidence level

16

141135

121

101 101 100

0

50

100

150

Flyers Online OOH TV 30 Radio TV 10

Potential Change in Aided Advertising Awareness due to a $100,000 increase in…

(Index vs. Actual Aided Advertising Awareness)

17


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

18

During Canada’s busy RSP buying season (Jan.-Mar. 2005), AIM Trimark employed a multi-media brand-building campaign that included TV, Print and Online advertising.

The campaign was initiated to increase awareness and favourability of the brand.

A Cross Media Optimization Study (CMOST) was conducted by the Interactive Advertising Bureau of Canada to assist AIM Trimark in gaining insight into the synergistic effects between Online and traditional media activities such as TV and Print.

19

The addition of Online to the Media Mix increased Purchase Intent by a full 18 points, showing Online has the potential to drive sales and impact advertiser’s bottom lines

100 105

141159

0

50

100

150

200

Control Exposed to TVOnly

Exposed to TV& Print

Exposed to TV,Print, & Online

Ind

ex t

o C

ontr

ol C

ell

Purchase Consideration‡‡

How likely would you be to consider purchasing mutual funds for RSPs from the following mutual fund companies?

‡‡ Only asked of respondents who do not have a financial advisor

20


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

Dove - Online

22

Unilever wanted to quantify the impact of the cross-platform marketing campaign for Dove Sensitive Essentials.

A multimedia campaign was run that included: TV Online Print Outdoor

Main Target: Women 18-49 with sensitive facial skin.

23

Web + TV + Print VS.

TV Only

Further, the media were complementary in reaching across the wider demographic target

*The forthcoming results of the econometrics work should help us understand the ROI by medium, given the vastly different levels of investment in this case (Online was by far the smallest spend)

Total Sample

9.1% Lift in Aided Brand Awareness

32.3% Lift in Aided Ad Awareness

46.7% Lift in Purchase Intent

Target Group

16.3% Lift in Aided Brand Awareness

33.4% Lift in Aided Ad Awareness

An average of 15.6% Lift in key Attribute Statements

24

104103

112109

OnlineOnly

TV Only TV +Print +Online

TV +Print +

Outdoor

Aided Brand AwarenessTotal Sample

Indexed Vs. Control(index: Control=100)

With The Total SampleOnline Only was As Effective As TV Only

+9.1%

Aided Brand AwarenessTarget Group

Indexed Vs. Target Group Control(index: Target Control=100)

107 109

127122

OnlineOnly


TV +Print +

Outdoor

+16.3%

25

111 107

141 146

OnlineOnly


TV +Print +

Outdoor

While Both Outdoor or Online (in addition to print) had similar effects – Outdoor spend FAR EXCEEDED Online spend

+32.3%

113 116

155 154

OnlineOnly


TV +Print +

Outdoor

+33.4%

Aided Advertising AwarenessTotal Sample


Aided Advertising AwarenessTarget Group

Indexed Vs. Target Group Control(index: Target Control=100)

26

9376

112 118

Online Only TV Only TV + Print +Online

TV + Print +Outdoor

Purchase IntentTotal Sample

Indexed Vs. Control(index: Control=100) “Online Only” Had

More Impact on Purchase Intent Than “TV Only”

+46.7%

Control = 100

While Both Outdoor or Online (in addition to

Print) had similar effects…

Outdoor spend FAR EXCEEDED

Online spend

27

94

89

92

89

85

78

118

121

116

125

155

137

StatementA

StatementB

StatementC

`

Attribute ScoresTotal Sample


Online had more impact with the Target Market than with the Total Population Sample

TV + Print + Outdoor

TV + Print + Online

TV Only

Online Only

Attribute ScoresTarget Group


100

103

89

113

123

107

126

145

126

117

138

118

StatementA

StatementB

StatementC

`

28

% Age Distribution By Exposure

Internet Skewed Younger Than T.V. The Effect of Both Mediums Together is Complementary, allowing for a slightly

younger reach (considering low Online spend levels)

0%

10%

20%

30%

40%

50%

18-24 25-34 35-49 50+

Online

TV

TV + Online

29

Econometric modeling produces a mathematical model representing actual media spend and the target outcome (Aided Advertising Awareness).

- The resulting model is used as the basis of a Scenario (what if) analysis.

A Scenario (what if) analysis is used to measure the impact of various spending mix options for the purpose identifying the optimal media mix

- The optimal media mix is one which produces the greatest level of Aided Advertising Awareness for the allocated budget

The media mix that maximizes ROI is derived via a series of analyses consisting of the following steps:

New Insights from Econometrics Analysis

30

TV OOH Online Magazine Total

Average AA Index

0% 100%

Media Mix 100%

0% 0%

100%

Media Mix 44% 44% 6% 6%

100%

35% 35% 15% 15%

NOTE: Theses scenarios should ONLY be used as directional guides in adjusting future media budgets since the creative component (not measured in this analysis) is also a contributor to Aided Advertising Awareness.

Media Mix 20% 25% 40% 15%

100%

Media Mix

96 100 102 106 47% 49% 50% 52%

Lower Spend, All Actual TV/OOH #1 Slight shift from #2 More Onine

Maximized Aided Advertising Awareness

A shift in spending towards Online from TV and OOH would have potentially increased Aided Advertising Awareness from 49% to 52%

Media Mix Scenario Analysis

31

47.0%47.5%48.0%48.5%49.0%49.5%50.0%50.5%51.0%51.5%52.0%52.5%53.0%53.5%54.0%54.5%55.0%55.5%56.0%56.5%57.0%57.5%58.0%58.5%59.0%59.5%60.0%

0 20 40 60 80 100 120 140 160(Avg. weekly media expenditure, $000's)

Aid

ed A

dver

tisin

g A

war

enes

s (%

)

Relationship between Advertising Expenditure and Aided Advertising

Awareness

The Online channel is more sensitive to changes in spending levels than the other media channels

Online

OOH

TV

Magazine

1.00%

0.11% 0.08% 0.05%

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

Online OOH TV Magazine

% p

t. In

crea

se in

Aid

ed A

dve

rtis

ing

Aw

aren

ess

Impact of a $100,000 increase in spending by Channel

32


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

Canadian Tire - Online

34

Canadian Tire ran a campaign focused around Father’s Day comprising two themes:

A promotional contest Certain price promotional features

A multimedia campaign was run during a two week period: Radio (30 second spots)OnlineFlyers (national drop and e-flyer) Support on the canadiantire.ca site

Main Target: Adults 25-54

35

Web + Radio VS.

Radio Only

Women had a better recall to the online advertising compared to radio which resonated with men

Further, Comscore data showed increases in the CanadianTire.ca website activity – particularly among women

Females

16.7% Lift in Unaided Advertising Awareness

5.9% Lift in Brand Favourability

Total Sample

5.8% Lift in Aided Advertising Awareness: +7.5% among English speaking respondents

An average Lift of 8.4% across the Key Attribute Statements shown in this case study

36

Aided Ad Awareness - English Speaking"Have you seen any advertising within the past 30 days for

Father's Day for the following stores?"Index Vs. Control

Control=100

100 107120

129

Control Web Only Radio Only Web + Radio

The addition of Online with Radio produced

the largest overall increase

This was accentuated even more among English speaking

respondents

Aided Ad Awareness - Total Sample"Have you seen any advertising within the past 30 days for Father's

Day for the following stores?"Index Vs. Control

Control=100128121

107100


+5.8%

+7.5%

Control = 100

37

Canadian Tire Brand Attribute Scores - Total Sample

Index. Vs. ControlControl=100

83

101

101

99

98

105

103

104

106

111

113

114

Key Attribute D

Key Attribute C

Key Attribute B

Key Attribute A

Web + Radio

Radio Only

Web Only

The combination of Radio and Online

produced significant increases across the majority of relevant Brand Attributes.

+9.6%

+9.4%

+5.9%

+8.6%

Control = 100

38

Brand Favourability - Females"How would you describe your overall opinion of each of the

following stores for their selection of gifts for Father's Day?"Index Vs. Control

Control=100

100

106

102

108


Unaided Ad Awareness - Females"When thinking of shopping for a gift for Father's Day, what stores

come to mind first?"Index Vs. Control

Control=100

100

119

102

119


The combination of Online and Radio was particularly effective

against women.

The campaign resonated with

females, but had messaging that was relevant to the total

adult market.

+16.7%

+5.9%

Control = 100

39

The campaign was effective in driving website traffic, to the highest % of total internet unique visitors in 2 years

Source: Mediametrix Comscore Data

CanadianTire.ca - Unique Visitors% Share & Total Counts:

MediaMetrix Comscore Data

6%6%

5%

7%

8%9%

10% 10%

8%9%

10%10%

10% 10%

12%

0%

2%

4%

6%

8%

10%

12%

Jun-

03

Jul-0

3

Aug

-03

Sep

-03

Oct

-03

Nov

-03

Dec

-03

Jan-

04

Feb

-04

Mar

-04

Apr

-04

May

-04

Jun-

04

Jul-0

4

Aug

-04

% S

har

e o

f To

tal

Inte

rnet

UV

s

0

500

1000

1500

2000

2500

CT

UV

s (0

00's

)

% Share of TotalInternet UVsCanadianTire.caUnique Visitors (000's)

40


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

GM Envoy - Online

GM - Magazine

43

GM was promoting the introduction of a new model of SUV, the Envoy “XUV” (which has a special retractable roof).

GM ran a multimedia campaign with:•TV•Magazine (heavy & targeted)•Online •Out of Home (in a few key selected markets only)

44

TV + Magazine + Web together VS.

TV + Magazine Only

Econometric Modeling Results:

•The Internet medium had a straight-line relationship between media weight and ad awareness

•The other mediums showed diminishing returns curves

Total Sample

8% Lift in Aided Brand Awareness

16% Lift in Aided Advertising Awareness –24% Lift if they were exposed 4+ times to the Web

“Those Consumers Who Were In The Market For A Vehicle”

11% Lift in Aided Brand Awareness

30% Lift Aided Advertising Awareness

45

Online impacted Aided Brand Awareness for the Total Sample (+8%)

But had even more impact with those who were actually in the market for a vehicle (+11%)

Control = 100

122132

TV + Magazine TV + Magazine+ Online

118131

TV + Magazine TV + Magazine +Online

Total SampleIndex Vs. Control

“In Market Group”Index Vs. Control

Aided Brand Awareness

+11% +8%

46

We see that the addition of Web increased Advertising Awareness by 16% for the Total sample and 30% for the “In-Market Group”

Control = 100

159

207

TV + Magazine TV + Magazine+ Online

187

216

TV + Magazine TV + Magazine +Online

Total SampleIndex Vs. Control

“In Market Group”Index Vs. Control

Aided Advertising Awareness

+16%+30%

47

Future Campaigns should consider distributing media weights across mediums

Magazine, OOH and TV show have diminishing returns curve relationships

The Internet medium has a straight-line relationship between weight levels and ad awareness.

From: Econometric Modeling Results

T V M a g a z i n e

I n t e r n e t O u t - O f - H o m e

A d i m i n i s h i n g r e t u r n s c u r v e



S t r a i g h t L i n e

48


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

RBC Insurance - Online

Super Banners

BoxesSkyscrapers

50

RBC Insurance was promoting multiple insurance products

Using a variety of online creative formats.

RBC Insurance wished to understand:

The impact of Internet on key brand metrics against defined customer targets

51

When people were exposed to the Internet campaign vs. unexposed there was a:

53% lift in awareness of RBC’s “expertise in insurance”

37% lift amongst key segments in brand favourability

54% of those who were exposed identified themselves as key decision makers for buying insurance

52

Vs. The Key Target Group:

The Internet advertising campaign was effective across the brand metrics and attributes.

There was a 53% lift in RBC Insurance "Provides Insurance Expertise" For each of the following insurance brands, please indicate

which statements, if any, you think describes it.

100

153

Control(unexposed)

Exposed

% Who Agreed RBC – Provides Insurance Expertise

Key Target Group Exposed Indexed Vs. Target Group Control(index: Control=100)

Control = 100

53

Brand Favourability saw a lift of 37% key target group exposed vs. unexposed.

How would you describe your overall opinion about each of the following brands of insurance?

100

137

Control(unexposed)

Exposed

Brand FavourabilityKey Target Group Exposed Indexed Vs.

Target Group Control(index: Control=100)

Control = 100

54

What is your role in making insurance decisions for your household?

I am the Primary decision-maker

I share this responsibility with someone else

Someone else makes the insurance decisions for my household

54 % of the online audience were key insurance decision makers

55

The Internet was very effective in permitting RBC to accurately target the Key Decision makers.

The Internet proved effective in delivering the key messages.

56


KalTire

AIM Trimark

Dove

Canadian Tire

GM

RBC

Molson

Molson Seize The Day- Online

58

Molson launched a major new advertising campaign called “Seize the Day”.

Molson ran an online advertising campaign which supported the main TV message:

TV Online

Molson sponsored “The Rolling Stones Toronto concert” at the same time

59

For the campaign when TV and Web were used together vs. TV only there was a -

27% Lift in online advertising awareness

48% Lift in tagline association

16% Lift in key brand relevance metric

35% Lift in event sponsorship association

60

Online Advertising AwarenessIndexed Vs. Control

An increase in Online Ad

Awareness among key

targets

100

127

50

60

70

80

90

100

110

120

130

Control (Pre) TV+Web

Target Group B

Online Advertising Awareness Indexed Vs. Control

Control = 100

61

100

148

0

20

40

60

80

100

120

140

160

TV-Only TV+Web

TargetGroup B

Tagline AssociationIndexed Vs. TV Only

Online Ad Awareness and Message Association are strongly impacted by the addition of online advertising

- Dynamic Logic Database (>800 campaigns)

TV Only = 100

62

The target group showed an affinity for the campaign when exposed to online advertising.

Demonstrated by a positive lift in “Advertising I could relate to” score.

93

108

50

60

70

80

90

100

110

120

130

TV Only TV+Web

Target Group A

“A beer with advertising I can relate to”Index Vs. Control

Control = 100

63

Online advertising is an especially effective medium for reinforcing sponsorships to consumers.

This measure compared to other norms has the largest average lift vs. baseline.

- Dynamic Logic Database (>800 campaigns)

131

178

0

20

40

60

80

100

120

140

160

180

TV-Only TV+Web

TargetGroup A

Event Sponsorship Association Indexed Vs. Control

Control = 100

64

The Internet was a strong complementary medium

Best Practices were learned regarding online creative

Logo should appear throughout all frames

Creative should not be too cluttered

Ad Logos on Skyscrapers should not appear “below the fold”

65Source: Dynamic Logic

Strongest relative impact of various media occurred at different points in the purchase funnel

66

1. Online is now a traditional media channel (among the big 3!)

2. Leverage new Online ad technologies to stay ahead of the game

3. Online has proven to work synergistically with all media channels

4. Rich media out-performs static advertising

5. Online is very effective at communicating sponsorship messages

6. Online is very efficient at driving advertising awareness

7. Online impacts key stages in the purchase funnel

8. Creative messaging needs to be consistent across channels

9. Leverage Online to precisely target your consumers

10. Online branded content is attracting consumer attention

CMOST Top Ten Take-aways…

cmost study

Business