Media Neutral Cross Media Analysis

Charlies Angels 2

Trailer

Key branding metricsGoals: Goals:

(Source: Client and agency kick-off form as translated into survey metrics) (Source: Client and agency kick-off form as translated into survey metrics)

Primary objective:Primary objective:• Encourage consumers to go see the movie

Secondary objectives:Secondary objectives:• Create awareness of release date• Generate a positive feeling toward seeing the movie

– “How much do you think you would like the film if you saw it…”

» “I think I would like it a lot” / “I think I would like it somewhat”

• Communicate and reinforce the core movie attributes– Exciting– Action– Fun – Comedy– Must be seen in a theatre

Objective and key metricsMeasure Charlie’s Angels 2 (CA2) advertising and its effect Measure Charlie’s Angels 2 (CA2) advertising and its effect

on key branding metricson key branding metrics

1.1. Quantify impact of Online, Print, TV, Radio and Out-of-home Quantify impact of Online, Print, TV, Radio and Out-of-home advertisingadvertising

2.2. Analyze cost efficienciesAnalyze cost efficiencies• Determine not only if advertising can “move the branding Determine not only if advertising can “move the branding

needle,” but whether it can do so in a cost efficient mannerneedle,” but whether it can do so in a cost efficient manner

3.3. Recommend a more optimal media mixRecommend a more optimal media mix

Measurement details:Measurement details:Start Date: 6/6/2003; End Date: 7/15/2003Start Date: 6/6/2003; End Date: 7/15/2003Total relevant sample: 4428 (Living in Denmark)Total relevant sample: 4428 (Living in Denmark)Projectable media target audience: Danish Adults 15 to 34 = Projectable media target audience: Danish Adults 15 to 34 = 25442544Statistical significance tests were performed at 95% Statistical significance tests were performed at 95% confidence levelconfidence level

Budget SummaryCA2

Spend by %Spend by %

*6/6 to 7/15/2003

43%

36%

5%0%

7%

9%

Cinema Radio Magazine Online TV OOH

Effectiveness of the combined campaign

Overall Conclusions

Campaign is a success across all metricsCampaign is a success across all metrics

Primary objective: Primary objective:

Purchase consideration: up 2.7%Purchase consideration: up 2.7%• From 10.6% to 13.3%

Secondary objectives:Secondary objectives:Movie awareness: up 65.7%

– From 11.2% to 76.9%

Positive impression of the movie prior to seeing it: 11.9%

– From 40.9% to 52.7%

Positive brand positioning (fun, exciting, action, comedy, must be seen in theatre): 13.1%

– From 55.2% to 68.3%

Effectiveness of the combined campaign:Movie Awareness

To your knowledge, which of the following movies in the list below are currently playing in theatres? (Check ALL that apply. If you have not heard of the movie, do not select)

currently playing

y = 0.0235x + 0.0177

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1.00 4.00 7.00 10.00 13.00 16.00 19.00 22.00 25.00 28.00 31.00 34.00 37.00 40.00

control

Linear (control)

release date

Pre: 11.2%Post: 76.9% +65.7%

Effectiveness of the combined campaign:Brand Image Attribute Association

Based upon what you have seen or heard, how much would you say each statement describes the movie Charlie’s Angels 2: Overall Average. Chart Title

y = 0.004x + 0.5357

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

37778 37781 37784 37787 37790 37793 37796 37799 37802 37805 37808 37811 37814 37817

cont

Linear (cont)

Pre: 55.2%Post: 68.3% +13.1%

Effectiveness of the combined campaign:Purchase Consideration

If you have NOT seen Charlie’s Angels, how likely are you to see it in the theatre? (Definitely will see in theater/Probably will see in theater)

how likely are you to see it?

y = -7E-05x + 0.1353

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1.00 4.00 7.00 10.00 13.00 16.00 19.00 22.00 25.00 28.00 31.00 34.00 37.00 40.00

control

Linear (control)

Pre: 10.6%Post: 13.3% +2.7%

Releasedate

Individual Media Effects

The XMOS Factorial Experimental DesignThe XMOS Factorial Experimental DesignMagazine

Magazine

Online

Online

Television

Television

Isolating the effect:Conclusions

Primary objective: Primary objective: Purchase considerationPurchase consideration

Primary drivers: Online first, Radio/OOH secondPrimary drivers: Online first, Radio/OOH second• All media working together produce the greatest impact• Online, is the strongest individual media driver

Secondary objectives: Secondary objectives: Movie awarenessMovie awareness

• Primary drivers: TV/Radio/OOH working together are the strongest driver, Radio/OOH are nearly as strong, Online also makes a meaningful contribution

– Magazine has no positive impact

Positive impression of the movie prior to seeing itPositive impression of the movie prior to seeing it• Primary drivers: Magazine, Radio/OOH then Online

– TV has a very small impact– All media working together produce the greatest impact

Positive brand positioningPositive brand positioning• Primary driver: Radio/OOH then TV/OOH

– Magazine and Online only impact specific positioning metrics

Online advertising effect

12.8%

17.1%

0.0% 10.0% 20.0% 30.0% 40.0%

Exposed

Control

Purchase Consideration: If you have NOT seen Charlie’s Angels, how likely are you to see it in the theatre? (Definitely will see in theater/Probably will see in theater)

Return-on-marketing-objectives analysis

Findings:Findings:Sometimes, there is one media that is the most cost-efficient Sometimes, there is one media that is the most cost-efficient across all media. That is not the case for CA2.across all media. That is not the case for CA2.No single media achieves all the branding goals in the most cost No single media achieves all the branding goals in the most cost efficient manner. efficient manner. Rather…Rather…

• Online (as a single media) is more cost-effective in terms of the primary objective Purchase Consideration

• Online is also the most cost efficient in terms of Movie Awareness• Magazine is more efficient in building a positive impression, but does

not appear to have a positive effect on any of the other metrics • The combination of all media working together is more efficient at

shaping the brand perception of “Exciting, Fun, Must see in theatres” and the likelihood that the moviegoer will recommend the movie to a friend.

Implications:Implications:Since there is no “one” media that performs best against every Since there is no “one” media that performs best against every goal, a well balanced media mix will be more effective and goal, a well balanced media mix will be more effective and efficient.efficient.

ROMO calculations

Conclusions: Conclusions:

The combination of all media appear to work well in The combination of all media appear to work well in combination, however the current media mix could be fine-combination, however the current media mix could be fine-tuned:tuned:

The key brand metric is purchase consideration. Online is the The key brand metric is purchase consideration. Online is the most cost efficient driver of purchase consideration, and therefore most cost efficient driver of purchase consideration, and therefore should be increased as a share of the budget.should be increased as a share of the budget.

– The budget should be drawn from Print, which produces little to no branding benefit.

Online made a more significant contribution to the overall effect of Online made a more significant contribution to the overall effect of the campaign in the first few weeks. the campaign in the first few weeks.

• After the movie release, the Online effect was significantly less.– Further investigation of why Online’s contribution was less after the

movie was released suggests that some branding metrics (such as purchase consideration) plateau after a certain frequency.

– We suggest that increases in Online budget should focus on expanding Online reach, rather than extending frequency.

ROMO calculations

Conclusions (continued)Conclusions (continued)While Radio does not drive the key metric of purchase While Radio does not drive the key metric of purchase consideration, it does appear to be cost effective in driving consideration, it does appear to be cost effective in driving secondary branding metrics and may be underweighted in the secondary branding metrics and may be underweighted in the marketing mix.marketing mix.TV did not appear to be a significant brand driver, (except for TV did not appear to be a significant brand driver, (except for creating advertising awareness).creating advertising awareness).

• We suggest further research on TV effect.

Out-of-home effect can not be determined, and therefore we do not Out-of-home effect can not be determined, and therefore we do not recommend any changes to the Out-of-home budget.recommend any changes to the Out-of-home budget.

• Though, we hypothesize that Out-of-home may represent too large a share of the budget. We recommend further measurement in future campaigns to better understand the impact and cost efficiency of out-of-home advertising.

Recommended Mix

Recommended mixCA2

The recommended mix is based on optimizing the primary The recommended mix is based on optimizing the primary objective “purchase consideration”. objective “purchase consideration”.

The combination of all media working together had the most The combination of all media working together had the most significant impact on the overall increase of purchase significant impact on the overall increase of purchase consideration. consideration. Online independently was a strong driver of overall effectiveness Online independently was a strong driver of overall effectiveness and was the most cost efficient element of the mixand was the most cost efficient element of the mixHowever, Online is currently delivering only 12% reach. However, Online is currently delivering only 12% reach.

• Increasing Online’s reach would produce a direct increase in purchase consideration.

While the combination of all media working together suggest the While the combination of all media working together suggest the importance of maintaining the current marketing mix, Print importance of maintaining the current marketing mix, Print appears to make little to no contribution to purchase appears to make little to no contribution to purchase consideration. consideration.

• To fund an increase in Online advertising from DKK 120.000 to 200.000, we suggest drawing DKK 55.000 from Print and DKK 25.000 Out-of-home advertising.

This would allow Online reach to increase from 12% to 20%This would allow Online reach to increase from 12% to 20%• This would result in an increase from 2.7% gain to 3.0% gain, which

represents a 12% increase over the current campaign results without increasing the overall budget.