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Journal of Advertising Research
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What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies
Duane Varan, Jamie Murphy, Charles F. Hofacker, Jennifer A. Robinson, Robert F. Potter, and Steven Bellman, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 212-220
Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites).
Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites). Across four experiments, this study documents empirical patterns of cross-device effects among television sets, PCs, iPods, and mobile phones. In three experiments, the format was identical across devices, and the device made no difference to advertising effectiveness. The fourth experiment—with different formats and devices—showed sequential synergy effects. Synergy can strengthen or weaken advertising campaigns that combine multiple communication devices. The combined results of four experiments suggest possible cross-format synergies but not cross-device synergies.
Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second
Jenni Romaniuk, Virginia Beal, and Mark Uncles, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 221-230
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets.
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets. Audiences reached by television, gift-packs, in-store displays, and outdoor advertisements closely matched category user profiles. Most other media skewed to heavy category users. Positive word of mouth and social media also skewed to heavy brand users. This knowledge can help advertisers select media to reach certain types of buyers. Analysis of media pairs also revealed that second touchpoints tended to add more duplicate than new audience. Therefore, media should be added only after exhausting the capacity of the first media to achieve cost-efficient reach.
Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 200-211
Cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales.
Cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales. This paper documents the sales response to cross-media campaigns and finds that, when online advertising is added to a television campaign, the extra reach achieved is primarily duplicated. Regularly a single television exposure stimulates sales among those exposed, with online advertising demonstrating a similar yet less consistent response. We do not find evidence of a synergy in sales impact, where the sum effect of exposure to both television and online is greater than the parts. We highlight challenges with such single-source research.
Unilever, Nestlé and G14 Mediabrands: Brand and agency insights from IAB Interact 2013
Joseph Clift, Event Reports, IAB Interact, May 2013
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market.
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market. The main points are: that big brand owners are embracing differing digital strategies, with Unilever embracing mobile and word-of-mouth as Nestlé focuses on internal engagement; that privacy concerns remain paramount – although consumers may be more savvy about sharing their personal data than is commonly assumed; and that real-time buying is a major coming trend, but its potential to depress or increase ad rates remains undetermined.
How the Sydney Opera House hit the right note on digital
John Davidson, Event Reports, ad:tech Sydney, March 2013
This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity.
This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity. Its marketing team is also getting involved with mobile and online video - the latter initiative aided by a partnership deal with Google that will see many live music performances streamed via YouTube. The report concludes with advice for other marketers planning a similar digital revamp.
Mobile, real-time and programmatic buying: Media issues discussed at Advertising Week Europe 2013
Joseph Clift and Brian Carruthers, Event Reports, Advertising Week Europe, March 2013
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP.
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP. The main themes of the presentations are: that incorporating a real-time element to marketing, often through brand "newsrooms", is being increasingly looked-at by brands; that deep integration between TV and digital efforts is often crucial to campaign effectiveness; and that the digital ad market remains in flux, with significant uncertainty over the rise of programmatic buying and the make-up of online adspend.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Experiential Learning, Re:Think conference, 2013
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI.
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.
Sports sponsorship: Lessons from London 2012
Claire Carmichael, Market Leader, Quarter 2, 2013, pp. 17-18
This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London.
This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London. It argues that, when brands buy the rights to the Olympic Games, they gain the opportunity to engage with the passions of at least half the world's population. But buying rights only gives sponsors the canvas for their campaign. Only through effective activation can they create a picture that truly engages their audience. The paper identifies six key learnings for brands that emerged from London 2012, the most important of which is the need for effective mobile integration.
Are we zeroing in on the wrong things?
Sue Unerman, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation discusses media measurement and ROI in the UK. It questions if planners are focussing on the wrong KPI metrics.
This presentation discusses media measurement and ROI in the UK. It questions if planners are focussing on the wrong KPI metrics. Instead it is suggested that the formation of genuine media partnerships and the 'shareability' of a campaign may serve as better performance indicators.
How Macy's mixes tradition with new media
Geoffrey Precourt, Event Reports, ANA Media Leadership Conference, February 2013
In this article, Jennifer Kasper, group vice president, digital media and multicultural marketing, at Macy's, the department store group, discusses how it leverages traditional and digital channels to enhance its annual Thanksgiving Parade.
In this article, Jennifer Kasper, group vice president, digital media and multicultural marketing, at Macy's, the department store group, discusses how it leverages traditional and digital channels to enhance its annual Thanksgiving Parade. She argues that through a mixture of applications, emotional ads, branded content and consumer engagement schemes, the organisation has managed to ensure this event mixes old-time values with the latest thinking.
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Integrating digital with other media
Computer and online gaming
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Email, permission marketing
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Viral campaigns, word of mouth
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Web display ads and rich media
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Effectiveness in media
Digital media effectiveness
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