WEB24Measuring Advertising Breakthrough Online

With the number of ads now being served in today’s fragmented medialandscape, the challenge to marketers of running advertising that breaks throughthe din becomes increasingly important and difficult. It is no longer Wanamaker’s50% of advertising that is wasted. One research expert has estimated that closeto 70% of its CPG advertising plays out with near-zero ad effects and blames thislargely on advertising that has failed to break through.

How you test your advertising determines whether you are among the majorityof failures or whether you can successfully break through and meaningfullyconnect with your target market. Being faster and less expensive, today’s onlineresearch solutions provide marketers with clear efficiency benefits overtraditional in-person and telephone data-gathering approaches. However, theycarry with them limitations in how breakthrough is measured.

In the typical online design, respondents are exposed to the de-contextualizedad, shown either by itself or in a string of other ads. Questioning about what theysaw occurs immediately after ad exposure. Since this approach is notrepresentative of the actual context in which ads are encountered nor does itaccount for the longer-term time horizon over which messaging is expected to beof consequence, most online copy-testing designs do not provide an adequatemeasure of the critical “attentioning” dimension of communication effectiveness.While an online test usually has a measure of branding, it usually doesn’t indicatewhether the linkage between the brand and the ad concept is sufficiently strongfor respondents to remember the message and to link it to the name of theadvertiser after time has passed. With correlations in the low .04 range, G&Rresearch has shown that an ad that does well according to online ad “awareness”criteria will not necessarily do well in producing real-world breakthrough. Andunless an ad gets noticed, it cannot create a lasting impression and will notchange beliefs and behavior.

Web24 is G&R’s solution to the marketer’s dilemma of wanting to use an onlinemethodology but needing to measure real-world breakthrough. Developed byG&R, the company that pioneered ad recall, Web24 combines the onlineadvantages of speed, costs, flexibility and control with a 24-hour, next-daymeasure of advertising breakthrough. This controlled, clutter-exposure, with day-after interviewing, yields a better online approximation of real-world, in-context,day-after recall (DAR), the proven gold standard for breakthrough measurement.

Key Benefits and Features:

• 24-hour delay between stimulus exposure and questioning leads tothe strongest online measure of ad breakthrough

• Independently validated performance measures, including ideacommunication, persuasion and engagement

• Actionable diagnostics and rich open-ends

• All of the benefits of online designs, including lower costs, fasterturnaround, more controls and greater design flexibility

• Built by one of the industry’s most knowledgeable companies aboutreal-world testing protocols and performance

• Adaptable to most media, formats, and states of finish

• Domestic and international reach; high-quality samples; ideal forB2C and B2B

• Uses WebScape, G&R’s advanced, proprietary software with specialsecurity features that maximize stimulus exposure control, qualityand confidentiality

• Projects are managed and interpreted by highly experiencedcommunications professionals

GALLUP & ROBINSON, INC.Advertising and Marketing Research

24 North Main Street

Pennington, NJ 08534

Phone 609.730.1550www.gallup-robinson.comsos@gallup-robinson.com

How We Can Help:

G&R offers well-consideredresearch solutions that assessadvertising and masscommunication efforts fromconcept development toin-market performance. Ourcomprehensive array ofresearch techniques includethe most validated andactionable tools availableanywhere to help clients buildstrong brands. We welcomethe opportunity to present ourcapabilities in greater detailand to establish a long-termpartnership with yourcompany.

Who We Are:

Recognized globally for researchexcellence, Gallup & Robinsonis dedicated to providingsuperior communicationsresearch through innovation,experience and a tradition ofclient service. Founded in 1948by the pioneering researchersDrs. George Gallup andClaude Robinson, G&Roriginated many of theadvertising research designsnow standard in the industry.Working with many of theleading marketing companies,G&R has tested more than200,000 ads across all mediaand product categories andmaintains one of the richestknowledge bases aboutadvertising effectiveness inthe world. G&R is an affiliateof GALLUP.

LIGHT BLUE IS PANTONE 207 1 CVS

WEB24Measuring Advertising Breakthrough Online

“If you don’t get noticed, you don’t have anything.”

- Leo Burnett

ONLINEProven Solutions. Trusted Expertise. PHYSIOLOGICALQUALITATIVE IN-CONTEXT IN-MARKET

Web24 is part of a suite of online, specially designed, copy-testing solutions that use state-of-the-artsurvey engines and expert analysis to accelerate reporting, reduce costs and enhance insights.

Special designs sort through alternatives, qualify messages for market, frame comparative advertising,deepen understanding of persuasion and engagement, optimize cause advertising and evaluatemulti-channel campaigns.

Web24 is Gallup & Robinson’s online testing solution for measuring ad breakthrough. Built from G&R’sindustry-leading understanding of ad recall and stoping power measurement, Web24 provides adeeper understanding of ad breakthrough than typical online design, along with the full array ofevaluative and diagnostic measures.

Advanced Exposure Options and Controls

Clean Designs and Easy-To-Follow Layouts

Proprietary Knowledge Bases

Independent, Expert Analyses