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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.
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.
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.
Exploring media use today: Profiles of cross-platform media consumption
Max Kilger, Josephine Leonard, Elisabeth Simantov and Typhani Mattis, ARF Experiential Learning, Re:think conference, 2012
This paper provides an overview of the media consumption of US consumers on new devices, including digital tablets, games consoles and smartphones.
This paper provides an overview of the media consumption of US consumers on new devices, including digital tablets, games consoles and smartphones. Areas explored include the kinds of activities being engaged on these devices; how usage of these media platforms affects usage of other channels and what channels may best be used for marketing. Some key findings are that a typical consumer uses an average of five devices/platforms a week and those who spend more time engaging with traditional media are less likely to use new media platforms.
Size, engagement and passion: The 2011 NCAA Men's D1 Basketball tournament cross-platform research study
Jay Leon and Tom Delaney, ARF Experiential Learning, Re:think conference, 2012
The 2010 NCAA Men's Division 1 Basketball Tournament was aired as a joint venture between CBS Television and Turner Broadcasting.
The 2010 NCAA Men's Division 1 Basketball Tournament was aired as a joint venture between CBS Television and Turner Broadcasting. The networks used a strategy from the Nielsen Company in order to measure the size and behaviour of the event's audience on in-home television, out-of-home television, online and mobile. The insights include that 176 million fans engaged with the tournament over the two-and-a-half-week period, making it the biggest sporting event of 2010, and over 73 million watched it away from home, a larger number than anticipated. The paper also highlights the effectiveness of Coca-Cola's Coke Zero advertisements which ran during the event, including the fact that the brand's ads achieved a 49% brand recall score with adults 18-49 - some 36% higher than it scored in other televised sporting events.
New Technologies Drive CPG Media Mix Optimization
Angela Reynar, Jodi Philips and Simona Heumann, Journal of Advertising Research, Vol. 50, No. 4, 2010
This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing.
This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing. To this end, the authors explore in depth three CPG subcategories: beauty care, home care, and beverages. By doing so, the authors seek to accomplish the following: • Provide a better understanding of how the various media vehicles available to consumer packaged goods (CPG) marketers work together • Demonstrate the need to move beyond traditional views and measurements of marketing • Explore the impacts each marketing driver has on sales and understand how they work together • Illuminate the power of the Internet in an overall marketing campaign.
Canada's Cross Media Consumer Database
Pasquale A. Pellegrini and Hastings Withers, ESOMAR, WM3, Berlin, October 2010
As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information.
As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. This paper describes the development of a cross-media consumer database including the ‘split-weights congruent fusion’ model used while highlighting the many insights gained from this important product with numerous examples. A key benefit of this fused database is the ability of magazines and national newspapers to prove the strength of their combined audience over traditional and digital platforms.
Creative determinants of viral video viewing
Duncan Southgate, Nikki Westoby and Graham Page, International Journal of Advertising, Vol. 29, No. 3, 2010, pp. 349-368
This study assesses the creative attributes that drive online viral viewing of TV advertising. The analysis is based on 102 video ads from the UK and US, which were shown on TV and also online.
This study assesses the creative attributes that drive online viral viewing of TV advertising. The analysis is based on 102 video ads from the UK and US, which were shown on TV and also online. Results show that established advertising pre-test measures such as enjoyment, involvement and branding, which predict ability to generate offline TV advertising awareness, can also predict ability to generate viral viewings. In addition, distinctiveness and perceived likelihood to pass along to others are identified as key determinants of viral viewing. Where celebrities appear within the advertising, this also plays a significant role. Category and brand interest do not appear to play a significant role. This strongly suggests that existing advertising pre-test tools such as the Millward Brown LinkTM solution can be successfully used to understand the viral potential of advertising, as long as tailored questions and analytic approaches are developed to allow for the viral viewing environment. The role of other non-creative factors, and implications for marketers, are also discussed.
It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising
George Lekakos, Journal of Advertising Research, Vol. 49, No. 4, December 2009, pp. 404-418
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests.
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers’ behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements.
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Integrating digital with other media
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Email, permission marketing
Online and digital newspapers
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Viral campaigns, word of mouth
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