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Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Tang Ruihong and Caroline Ji, ESOMAR, Congress, Istanbul, September 2013
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising. Research has shown that budgets for online video ads are catching up with traditional television spending, but doubt still remains as to their effectiveness. It is argued that traditional television and online video are, in contrast to common assumptions, very different media that require separate strategies. The study presented here uses a multiscreen neuroscience study to better understand how advertising budgets should be allocated. It recommends that when the reachable audience and media costs are the same across online video and television, media buyers should consider prioritising online video.
Advertising and promotion budgeting during volatile economic conditions: factors influencing the level of decentralisation in budgeting and its relations to budget size and allocation
Yunjae Cheong, Kihan Kim and Hyuksoo Kim, International Journal of Advertising, Vol. 32, No. 1, 2013, pp. 143-162
This paper provides a perspective on traditional budgeting approaches and managerial processes in the midst of the severe economic downturn during May 2009, in the United States.
This paper provides a perspective on traditional budgeting approaches and managerial processes in the midst of the severe economic downturn during May 2009, in the United States. Specifically, it examines the extent to which various company, brand and organisational factors are related to the level of decentralisation in the budgeting for advertising and promotion. Also, the influences of the level of decentralisation in the budgeting on the marketing budget size and the advertising-to-promotion ratio were examined. It appeared that the company size, company profitability, brand equity, brand price, brand type and the influences of the marketing and the finance departments were associated with the level of decentralisation in the budgeting, which, in turn, had significant impact on the actual budget size and allocation
Key performance indicators in the multi media environment
Bernhard Engel, ESOMAR, Worldwide Multi Media Measurement (WM3), Shanghai, June 2006
In the multimedia environment, advertisers have to decide how to allocate investment to different media.
In the multimedia environment, advertisers have to decide how to allocate investment to different media. Because there is different consumer behaviour and different relevance of performance indicators in the media, advertisers need comparable data for all media types. The performance indictors have different 'views' on media usage. One group describes the contact to the media (these indicators were originally developed for print media), another group describes time use (these indicators were originally developed for electronic media, esp. for TV), and a third group describes the value and quality of products. In the multimedia age - it is also the age of media convergence - we need a full set of indicators; because there is an increasing number of offers in all media, we need indicators that can describe the process of choice and the stickiness of specific offers etc. Because time is limited to 24 hours a day (and simultaneous usage should be identified), we need indictors that can describe time usage. And because there is a different impact of media usage, we need indicators that can describe the impact of this media use. There is no 'one for all'-solution for all media. Because advertising may have different targets it is necessary to have a set of indicators that advertisers can use to answer specific questions.
An ethnographic approach to consumer receptivity - the multi media context
Sigrid Schmid and René Kaufmann, ESOMAR, Worldwide Multi Media Measurement (WM3), Shanghai, June 2006
This paper looks at the advantages of a sequential ethnographic research methodology, using in-situ observations of media usage by an ethnographer, a surveillance set, creative diaries and in-home explorations.
This paper looks at the advantages of a sequential ethnographic research methodology, using in-situ observations of media usage by an ethnographer, a surveillance set, creative diaries and in-home explorations. It does so by using the paradigm of ‘modes of receptivity’ as a powerful concept to research into the different levels shaping consumers receptivity. These modes are sensual and emotional states determining the level of receptivity: advertising gets relevant when it corresponds to these modes! The value for advertisers is at least three-fold: a unique, holistic insight into consumers’ media usage and receptivity through ethnography and its multi-angle perspectives; for media planning, communication spaces could be identified when and where to reach consumers most effectively; and the ethnographic approach to receptivity also enables advertisers to use the implications of modes of receptivity for a creative execution of advertising closer to consumers’ daily media reality. Relevance of ‘time of day’ on the needs and the media use of consumers is also discussed, as is material illustrating effects of both everyday activities and modes of reception on receptivity using the case example of daytime and evening TV usage of housewives and DINKs.
Time as the unifying metric - time budget studies: a beacon of hope in a multi-media world
Richard Marks, ESOMAR, Cross Media Conference, Montreal, June 2005
The paper argues that time budget studies offer a way forward for audience measurement in the digital era, helping us look across media and playing an essential dual role in media research, namely: providing a catalyst for fusion between single media currencies to allow cross-media analysis and planning; and providing context and insight to audience figures in terms of audience availability, saliency and need states.
The paper argues that time budget studies offer a way forward for audience measurement in the digital era, helping us look across media and playing an essential dual role in media research, namely: providing a catalyst for fusion between single media currencies to allow cross-media analysis and planning; and providing context and insight to audience figures in terms of audience availability, saliency and need states. Referencing primarily two projects, one completed (BBC Daily Life) and one on the launch pad (IPA Touchpoints), this paper demonstrates the vital role time budget studies can play and indeed are already playing.
Avoiding Television Advertising: Some Explanations from Time Allocation Theory
Gary Davies and Jose I. Rojas-Mendez, Journal of Advertising Research, Vol. 45, No. 1, Mar 2005, pp. 34-48
Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future.
Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future. We use this perspective to understand more about why individuals avoid watching TV advertisements. We test a model of avoidance where time orientation influences attitude to advertising and avoidance with survey data from two different societies. Past-oriented people see advertising as important but promoting consumption. They tend to avoid advertising more than present-oriented people who see advertising as complimenting their concern to 'live for today.' Future-oriented people see advertising as important in planning purchases and are less likely to avoid it.
The way we live now (Daily Life in the 21st century)
Graeme Griffiths and James Holden, Market Research Society, Annual Conference, 2004
This paper will demonstrate how the survey is already impacting on BBC strategy across a wide range of areas, showing the potential of time use data to shape and optimise business efficiency.
This paper will demonstrate how the survey is already impacting on BBC strategy across a wide range of areas, showing the potential of time use data to shape and optimise business efficiency. Above all the BBC Daily Life study shows how research can be used to map the full range of available media onto people in context, as opposed to mapping people onto individual media.
The ROI ratio
Cheryl Idell and Craig Gugel, ESOMAR, Television Audience Conference, Cannes, June 2002, pp. 387-0
The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website.
The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. The purpose of the analysis was to identify how media professionals might begin the process of documenting actionable return-on-investment media vehicle-by-media vehicle using data currently available from a variety of syndicated research providers. This paper briefly outlines the accountability and compensation issues prevalent in our industry today and briefly discusses the ROI void that needs to be filled. It then highlights a number of ROI metrics for the schedules analyzed and provides strategic recommendations to help media professionals begin the process of effectively documenting cross-media return-on-advertising-investment.
Measuring the brand effects of banner advertising campaigns.
Lars Bergkvist, Jonas Melander and Marcus Fristrom, ESOMAR, Wordwide Online Measurement, Athens, June 2001, pp. 73-93
Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured.
Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the measurement of brand effects in general and presents an approach to measuring the brand effects of Internet advertising. Results from 13 campaigns show that brand effects are possible, but, like advertising in other media, they cannot be taken for granted. The paper also shows how the effects of Internet advertising (to some extent) can be isolated from the effects of other advertising.
Traditional vs. web.
Robert McKane and James Heisler, ESOMAR, Impact of Networking, Vienna, Sept 2000, pp. 323-335
This paper examines the differences between telephone and internet interviewing. In particular, it compares responses from a survey that used both traditional telephone interviews and the internet.
This paper examines the differences between telephone and internet interviewing. In particular, it compares responses from a survey that used both traditional telephone interviews and the internet. Using a long established panel, this paper looks at differences in responses and offers some possible explanations.
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