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?
0
20
40
60
80
100
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
Source: NFO/Infratest Study
Spontaneous Ad Recall
0
20
40
60
80
100
No OTS Online Only TV Only Online + TV
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
Source: NFO/Infratest Study
Aided Ad Recall
0
20
40
60
80
100
No OTS Online Only TV Only Online + TV
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
Source: NFO/Infratest Study
Purchase Intent
0
20
40
60
80
100
No OTS Online Only TV Only Online + TV
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
Source: NFO/Infratest Study
TV and Online Advertising’s impact on brand attributes
0
5
10
15
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25
30
35
Unique Innovative Modern Trendy Likeable
TV only Online only TV + Online
% Lift
Source: NFO/Infratest Study
Both media impact key brand attributes separately yet are more powerful together
Where does the synergy come from?
The key - Recall of ad details
0
20
40
60
80
100
No OTS Online Only TV Only Online + TV
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
Source: NFO/Infratest Study
• 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