The document describes Dynamic Logic's Media Synergy Studies methodology for quantifying the effectiveness of integrated marketing campaigns combining online and offline media channels. The methodology utilizes AdScout tracking and surveys to determine exposure to ads across media, compare groups with different exposure combinations to a control group, and correlate exposure with branding metrics. Respondents are recruited online to obtain a sample exposed to online ads, and surveys include questions tailored to specific campaign details to measure offline exposure.
Measuring the Effectiveness of Online Advertising: Lessons LearnedCom score ...Adheaven.net
This document discusses measuring the effectiveness of online advertising and lessons learned. It finds that clicks are a misleading metric and don't reflect brand building effects. Continuous behavioral panels that don't rely on cookies are presented as a solution to more accurately measure advertising effectiveness. The document also discusses how online advertising can increase site visits and lift retail sales, both online and offline, even with minimal clicks. It emphasizes that the strength of creative is a major driver of advertising impact.
IAB europe - Viewable Impressions - White Paper - Feb 2015Romain Fonnier
Livre blanc IAB sur la visibilité des impressions
L'IAB propose son dernier livre blanc sur le sujet de la visibilité des impressions publicitaires, avec pour but de favoriser la confiance des acteurs et donc les investissements média dans le digital.
Ce livre blanc aborde notamment:
- l'état de l'art sur le sujet visibilité en Europe
- la métrique visibilité dans un contexte de métriques élargi
- les perspectives et les évolutions prévisibles sur le sujet
- un récapitulatif des termes et concepts utilisés couramment
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
The document discusses various aspects of media planning and management. It covers topics like media mix, factors affecting media choices, different types of media like print, television, radio, out of home, and emerging digital media. It also discusses media strategy formulation including defining the target group, market prioritization, determining media weights and scheduling.
This document discusses the relationship between consumers, media, and advertising from the perspective of an expert in media, advertising, and consumer behavior. It makes the following key points:
1. Consumers have varying relationships with media, from casual to intense, depending on factors like their perceptions, feelings, and loyalty. This affects the effectiveness of advertising, with more intense relationships leading to greater impact.
2. Most information from advertisements is stored briefly in short-term memory, so the challenge is to transfer it to long-term memory.
3. Going beyond syndicated research, specialized proprietary research can provide deeper insights into consumer purchase behaviors, communication channel influences, and unique consumer insights to improve marketing strategies.
BVDW / IAB Germany - Leibniz Choco CrunchyIAB Europe
The results of this study clearly prove that the cross-media campaign for the “Leibniz Choco Crunchy” product launch was able to positively influence the relevant indicators of advertising effectiveness, including brand awareness and recall.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
This document provides information about an internet advertising campaign called "Chai Pe Charcha" conducted by the BJP party in India to promote their prime ministerial candidate Narendra Modi. The campaign involved discussions over tea between Modi and voters in 1000 locations that were broadcast online and on social media. The objectives were to have conversations on local issues, gather input to develop customized election platforms, and generate positive word of mouth for Modi and BJP through social sharing. The campaign combined online media like Facebook, satellite TV, mobile phones and the internet with out of home advertising like banners to maximize reach and drive engagement through synchronized multi-channel promotion.
Measuring the Effectiveness of Online Advertising: Lessons LearnedCom score ...Adheaven.net
This document discusses measuring the effectiveness of online advertising and lessons learned. It finds that clicks are a misleading metric and don't reflect brand building effects. Continuous behavioral panels that don't rely on cookies are presented as a solution to more accurately measure advertising effectiveness. The document also discusses how online advertising can increase site visits and lift retail sales, both online and offline, even with minimal clicks. It emphasizes that the strength of creative is a major driver of advertising impact.
IAB europe - Viewable Impressions - White Paper - Feb 2015Romain Fonnier
Livre blanc IAB sur la visibilité des impressions
L'IAB propose son dernier livre blanc sur le sujet de la visibilité des impressions publicitaires, avec pour but de favoriser la confiance des acteurs et donc les investissements média dans le digital.
Ce livre blanc aborde notamment:
- l'état de l'art sur le sujet visibilité en Europe
- la métrique visibilité dans un contexte de métriques élargi
- les perspectives et les évolutions prévisibles sur le sujet
- un récapitulatif des termes et concepts utilisés couramment
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
The document discusses various aspects of media planning and management. It covers topics like media mix, factors affecting media choices, different types of media like print, television, radio, out of home, and emerging digital media. It also discusses media strategy formulation including defining the target group, market prioritization, determining media weights and scheduling.
This document discusses the relationship between consumers, media, and advertising from the perspective of an expert in media, advertising, and consumer behavior. It makes the following key points:
1. Consumers have varying relationships with media, from casual to intense, depending on factors like their perceptions, feelings, and loyalty. This affects the effectiveness of advertising, with more intense relationships leading to greater impact.
2. Most information from advertisements is stored briefly in short-term memory, so the challenge is to transfer it to long-term memory.
3. Going beyond syndicated research, specialized proprietary research can provide deeper insights into consumer purchase behaviors, communication channel influences, and unique consumer insights to improve marketing strategies.
BVDW / IAB Germany - Leibniz Choco CrunchyIAB Europe
The results of this study clearly prove that the cross-media campaign for the “Leibniz Choco Crunchy” product launch was able to positively influence the relevant indicators of advertising effectiveness, including brand awareness and recall.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
This document provides information about an internet advertising campaign called "Chai Pe Charcha" conducted by the BJP party in India to promote their prime ministerial candidate Narendra Modi. The campaign involved discussions over tea between Modi and voters in 1000 locations that were broadcast online and on social media. The objectives were to have conversations on local issues, gather input to develop customized election platforms, and generate positive word of mouth for Modi and BJP through social sharing. The campaign combined online media like Facebook, satellite TV, mobile phones and the internet with out of home advertising like banners to maximize reach and drive engagement through synchronized multi-channel promotion.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Frank Cohens Integrated Marketing Communications(Imc) Brand Experiences Prese...cohen01
1. The document discusses Integrated Marketing Communications (IMC) and how brands can engage consumers through experiential and brand experiences.
2. IMC utilizes both traditional marketing channels like TV, print, and radio as well as online channels such as search, display ads, and social media.
3. The goal of IMC is to use multiple communication channels in a coordinated way to better target audiences and shift from mass marketing to data-driven marketing.
This document discusses consumers' attitudes towards mobile marketing. It examines how mobile marketing can impact consumers' attitudes and purchase intentions. Key topics covered include how mobile marketing relates to consumer satisfaction, trust, perceived value and brand perception. The document outlines advantages of mobile marketing in reaching certain demographic groups and also highlights some disadvantages. It concludes by emphasizing creating a positive attitude and embracing challenges to achieve success with mobile marketing.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
- Over half of consumers surveyed prefer relevant targeted online ads in exchange for free content, according to their responses to a trade-off scenario.
- When asked as a single-option question, a minority of consumers desired "tailored" ads, primarily due to a dislike of annoying ads rather than privacy concerns.
- Education about behavioral targeting reduced some consumers' preference for targeted ads, with 29% becoming less comfortable.
- However, most consumers were interested in a consumer control solution, and assurance that data was anonymous increased comfort levels for many.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
White paper # 2 mobile performance marketing in 10 steps Kwanko
This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
Mass media advertising in nigeria problems and prospectsGabriel Ken
In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and the multi-media approach to public relations and advertising, but we seem to be uncertain which particular medium is more success-oriented in carrying out advertising functions ---
radio and television on the one side and newspapers, magazines and books, on the other.
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
The document summarizes the findings of a study on the ROI of social marketing programs run by Powered in 2008. It found that Powered's online communities delivered an average ROI of $60 for every $1 invested, a 10% increase from 2007. This significantly outperformed benchmarks for other types of marketing like direct marketing (11:1 ROI) and non-CPG advertising (2:1 ROI). The programs also increased purchase intent, brand affinity, and consumer satisfaction, with over 90% of respondents reporting being satisfied with the content.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
The document analyzes display advertising trends in the Czech Republic in the fourth quarter of 2010. It finds that 300x300, 480x300, and 300x250 were the most commonly used ad formats. The finance and automotive sectors accounted for the largest shares of ad campaigns, impressions, and clicks. Beverages and alcohol had the highest average number of impressions and clicks per campaign.
Factors affecting consumer's attitudes toward mobile marketingAlexander Decker
This document summarizes a study that investigated factors affecting Saudi consumers' attitudes toward mobile marketing. The study focused on four independent variables: customer satisfaction with advertising messages, customer trust in advertising messages, the value and utility of offers in advertising messages, and brands of products offered in advertising messages. A questionnaire was used to collect data from a convenience sample, which was then analyzed using statistical techniques like regression analysis. The results confirmed that all four independent variables had a significant effect on Saudi consumers' attitudes toward mobile marketing. The document provides context on mobile marketing and reviews literature related to consumer attitudes, customer satisfaction, customer trust, value and utility, and brands. It also summarizes several previous studies on related topics.
The document summarizes an analysis of online display advertising in Slovakia in the fourth quarter of 2010. It finds that the most common ad formats were 300 x 300, 468 x 300, and 250 x 250. The format with the highest click-through rate was 468 x 300 at 0.55%. Finance and automotive sectors accounted for the largest shares of campaigns at 34% and 13% respectively. The finance sector also generated the largest share of impressions at around one-third.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Measuring the effectiveness of online advertisingDung Tri
This document discusses measuring the effectiveness of online advertising. It outlines seven key approaches: defining online communications strategies; measuring impact on branding objectives; measuring impact on offline sales; measuring media mix effectiveness; analyzing impact on browsing behavior; assessing impact of targeting; and measuring impact of advertising formats. The document provides background on how new internet usage and evolving formats/targeting are driving online advertising growth and the need for effective measurement.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Frank Cohens Integrated Marketing Communications(Imc) Brand Experiences Prese...cohen01
1. The document discusses Integrated Marketing Communications (IMC) and how brands can engage consumers through experiential and brand experiences.
2. IMC utilizes both traditional marketing channels like TV, print, and radio as well as online channels such as search, display ads, and social media.
3. The goal of IMC is to use multiple communication channels in a coordinated way to better target audiences and shift from mass marketing to data-driven marketing.
This document discusses consumers' attitudes towards mobile marketing. It examines how mobile marketing can impact consumers' attitudes and purchase intentions. Key topics covered include how mobile marketing relates to consumer satisfaction, trust, perceived value and brand perception. The document outlines advantages of mobile marketing in reaching certain demographic groups and also highlights some disadvantages. It concludes by emphasizing creating a positive attitude and embracing challenges to achieve success with mobile marketing.
1) A study by Nielsen and Facebook analyzed the effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned and paid media with social advocacy were highly effective at increasing brand recall, awareness, and purchase intent, but earned media alone has limited reach.
3) Combining paid, earned, and paid with social advocacy provides the highest effectiveness while also achieving large reach, making it the optimal mix for marketers on Facebook.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
- Over half of consumers surveyed prefer relevant targeted online ads in exchange for free content, according to their responses to a trade-off scenario.
- When asked as a single-option question, a minority of consumers desired "tailored" ads, primarily due to a dislike of annoying ads rather than privacy concerns.
- Education about behavioral targeting reduced some consumers' preference for targeted ads, with 29% becoming less comfortable.
- However, most consumers were interested in a consumer control solution, and assurance that data was anonymous increased comfort levels for many.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
White paper # 2 mobile performance marketing in 10 steps Kwanko
This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
Mass media advertising in nigeria problems and prospectsGabriel Ken
In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and the multi-media approach to public relations and advertising, but we seem to be uncertain which particular medium is more success-oriented in carrying out advertising functions ---
radio and television on the one side and newspapers, magazines and books, on the other.
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
The document summarizes the findings of a study on the ROI of social marketing programs run by Powered in 2008. It found that Powered's online communities delivered an average ROI of $60 for every $1 invested, a 10% increase from 2007. This significantly outperformed benchmarks for other types of marketing like direct marketing (11:1 ROI) and non-CPG advertising (2:1 ROI). The programs also increased purchase intent, brand affinity, and consumer satisfaction, with over 90% of respondents reporting being satisfied with the content.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
The document analyzes display advertising trends in the Czech Republic in the fourth quarter of 2010. It finds that 300x300, 480x300, and 300x250 were the most commonly used ad formats. The finance and automotive sectors accounted for the largest shares of ad campaigns, impressions, and clicks. Beverages and alcohol had the highest average number of impressions and clicks per campaign.
Factors affecting consumer's attitudes toward mobile marketingAlexander Decker
This document summarizes a study that investigated factors affecting Saudi consumers' attitudes toward mobile marketing. The study focused on four independent variables: customer satisfaction with advertising messages, customer trust in advertising messages, the value and utility of offers in advertising messages, and brands of products offered in advertising messages. A questionnaire was used to collect data from a convenience sample, which was then analyzed using statistical techniques like regression analysis. The results confirmed that all four independent variables had a significant effect on Saudi consumers' attitudes toward mobile marketing. The document provides context on mobile marketing and reviews literature related to consumer attitudes, customer satisfaction, customer trust, value and utility, and brands. It also summarizes several previous studies on related topics.
The document summarizes an analysis of online display advertising in Slovakia in the fourth quarter of 2010. It finds that the most common ad formats were 300 x 300, 468 x 300, and 250 x 250. The format with the highest click-through rate was 468 x 300 at 0.55%. Finance and automotive sectors accounted for the largest shares of campaigns at 34% and 13% respectively. The finance sector also generated the largest share of impressions at around one-third.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Measuring the effectiveness of online advertisingDung Tri
This document discusses measuring the effectiveness of online advertising. It outlines seven key approaches: defining online communications strategies; measuring impact on branding objectives; measuring impact on offline sales; measuring media mix effectiveness; analyzing impact on browsing behavior; assessing impact of targeting; and measuring impact of advertising formats. The document provides background on how new internet usage and evolving formats/targeting are driving online advertising growth and the need for effective measurement.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
Effect of Online Advertisement In Online Shoppingalexkm123
a project study on effect of online advertisements in online shopping.
How online ads helps online business to make it more effective and reachable by customers.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
IAB Europe viewable impressions - white paper feb 2015yann le gigan
This document discusses viewable impressions in the context of digital advertising metrics in Europe. It provides background on the growth of digital advertising and focus on metrics from stakeholders. Viewable impressions refer to ads that were on-screen long enough to be seen by users, as opposed to served impressions which may not have been viewable. The document outlines viewable impression frameworks and guidelines developed in the US and discusses considerations for trading based on viewable impressions in Europe. It aims to increase confidence and understanding of viewable impressions across the European digital advertising ecosystem.
The document discusses research services provided by Media Mix Research & Solutions, including market research, public opinion surveys, advertising research, and media and audience research. Some key services mentioned are advertising copy testing, audience studies to analyze demographic profiles and product usage, and monitoring of advertising campaigns to measure their effectiveness. The company provides full research support from designing questionnaires to analyzing results.
Crystal Light PDRF Paper FINAL with cover 02-06-2017Phillip Keefe
This document describes a study conducted by Time Inc. and Nielsen Catalina Solutions to develop a new methodology for measuring the sales impact of cross-platform advertising campaigns. The objectives were to create a holistic approach to quantifying cross-media impact, understand how consumers respond to different media platforms, quantify synergistic effects, and directly measure the impact of print advertising on secondary audiences. Key findings included that a combined print and online campaign generated higher response than TV alone, and that synergistic effects resulted in $1.6 million in additional sales. The methodology combined multiple data sets to measure individual media impacts and calibrate results to accurately measure cross-media effects.
ATTITUDE AND PERCEPTION TOWARDS ONLINE ADVERTISING AMONG STUDENTS AND YOUNG P...Shannon Green
This study examines attitudes and perceptions towards online advertising among students and young professionals in India. An online survey was conducted to understand factors that influence online purchasing behavior. The study found that most respondents spend significant time online daily and purchase lifestyle products online occasionally. Interactive and creative advertisements that are informative were preferred. While online ads were seen as engaging and a way to stay updated on products, they were also seen as annoying at times. Occupation impacted purchase frequency, with employees purchasing more regularly. However, time spent online and ad viewing frequency did not strongly correlate with purchasing. The study provides insights into how online ads are viewed and can be made more effective.
The document summarizes a study on attitudes and perceptions toward online advertising among students and young professionals in India. It finds that most respondents are frequent internet users who have made online purchases, primarily of lifestyle products. The study aims to understand consumer attitudes and perceptions of online ads and identify factors influencing online purchase behavior. It describes the research methodology used, which was a convenience sample survey distributed online, and analyzes the results regarding internet usage patterns and preferred ad types. The findings provide insights for online advertisers on targeting internet users in India.
This document discusses how Havas Media Group uses their Artemis Attribution tool to help marketers optimize their media mix across paid, owned, and earned media channels. The tool uses agent-based modeling and large datasets to simulate consumer behavior and measure the impact of different marketing strategies. Three case studies are presented: [1] For a CPG marketer, analyzing how growing their Facebook fan base could increase sales; [2] For an ecommerce marketer, determining how to maximize sales from their most profitable customer segments through social media; [3] For a finance marketer, understanding how to increase online insurance applications through an integrated media strategy. Havas recommends their approach to help marketers understand attribution across channels and experiment with
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
Here, there, and everywhere: Correlated online behaviors can lead to overesti...Ира Пустовит
Randall A. Lewis, Justin M. Rao, and David H. Reiley: “Here, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. Исследование, заставляющее усомниться во многих ранее принятых интернет-метриках
The document discusses various methods for evaluating public communications efforts, including measuring against objectives, media exposure, audience awareness and understanding, attitude and behavior changes, and supplemental activities. Evaluation ensures accountability and helps enhance future performance. It should be built into the planning process from the start. Key methods include analyzing media coverage, surveys, pre-testing messages, and audits of communications activities.
This document provides definitions and discussion of key terms related to evaluating digital advertising-based notice plans for class action litigation. It discusses the complexity of digital media compared to traditional media and outlines important factors an evaluator must consider, such as viewability, ad fraud, targeting accuracy, and how reach and frequency calculations should be performed. The summary provides context and definitions for key digital advertising concepts.
The document summarizes the key findings of the 2010 Display Advertising Study. It finds that:
1) Audience data has become more important than inventory quality in online media buying decisions, reflecting a shift from site-specific to audience-driven buying.
2) Advertisers value ad networks for their targeting power and reach at scale. Networks are differentiating themselves by providing audience data and insights.
3) While ad exchanges are gaining some traction, concerns about inventory quality are limiting spending increases, and many advertisers do not have knowledge of demand-side platforms.
My concern about media audience measurements tamara silina - feb 17th 2013Tamara Silina
The document discusses issues with traditional media audience measurement methods. It notes there are many errors, biases, and dysfunctions that make it risky to base decisions solely on these measurements. Specifically, it outlines 17 key problems, including that the systems do not meet user needs, do not measure audiences across media, have inadequate sample sizes and profiling, use flawed survey techniques, and have long delays in data availability. The author argues for reforming audience measurement to address these issues.
The vCE Charter Study found that on average 31% of digital display ads across 18 campaigns were not in-view, meaning they had no opportunity to be seen. In-view rates varied significantly both across campaigns (ranging from 55% to 93% in-view) and sites (ranging from 7% to 100% in-view). While targeting basic demographics generally achieved audience delivery goals, targeting behavioral segments showed stronger potential, with some campaigns achieving 67% of impressions to the target behavioral audience. The study also found that 72% of campaigns had some impressions on sites with objectionable content, and 0.16% of impressions on average were fraudulent. However, ad pricing did not correlate with in-view rates or audience targeting
This document discusses InsightExpress' cross media measurement methodology. It begins by outlining the need for cross media measurement to understand the impact of advertising across multiple channels. It then describes InsightExpress' approach which combines opportunity to see (OTS) measurement for offline media with experimental design for online/mobile exposure tracking. Key deliverables include analyses of campaign performance by media, cost per branding effect calculations, frequency optimization recommendations, and brand equity metrics. The methodology provides an comprehensive solution for evaluating cross channel advertising campaigns.
A study by the European publisher Sanoma found that media engagement is highest for titles with clear editorial positions that often appeal to specialist audiences. The study developed a measurement tool to assess media engagement across different channels based on behavioral, relational, and experiential dimensions and how they correlate with advertising impact. The study found magazines have the highest advertising engagement, while newspapers have the highest overall media engagement. Media titles with clear identities or targeting specific audiences had the best media engagement scores.
This document discusses the use of machine learning for targeted advertising. It describes how machine learning can analyze user data and advertisement content to display ads that are most relevant to users. The document also discusses several techniques for targeted advertising, including analyzing user data from social networks and websites, recognizing faces in videos to determine user demographics, and using Bluetooth beacons to track user locations in malls. Finally, it covers the benefits of targeted advertising for users and advertisers, as well as potential privacy issues and solutions.
Semelhante a Media synergy studies_methodology (20)
This document provides examples of effective visual art teaching practices. It offers models for instructors to draw from that demonstrate high-quality visual art instruction. The exemplars aim to inspire art educators and help strengthen their teaching methods.
This document is a resume for Angela Di Ponio, who is seeking part time or full time teaching work in Ontario. She has over 10 years of experience as a secondary school teacher in both Canada and the UK. Her resume outlines her education, which includes a Bachelor of Education degree from the University of Windsor, as well as her extensive teaching experience in various subjects such as communications technology, religion, media studies, and visual arts. She has a proven track record of engaging and motivating students, and has received additional training in areas like classroom management and technology integration.
This document provides various resources for a filmmaking unit, including lesson plans, classroom layout ideas, presentations on shot types, video examples of different shots, assignments on shots and student videos, rubrics, exemplar student videos, storyboarding materials, filming location lists, video editing tutorials, and more. The resources cover teaching film techniques, assigning video projects, and assessing student work.
This document describes a portfolio piece that includes a magazine front page, contents page, and double page spread. The front page and contents page would showcase the designer's style and ability to lay out information visually. The double page spread allows for a larger format to demonstrate skills in visual storytelling and multi-page design concepts.
1) The document provides an overview of the resources available in the Springwood High School B12 media classroom for a new media class teacher.
2) It describes equipment such as still digital cameras, camcorders, cameras, lighting equipment, costumes, and backgrounds that students can use for filming and photos.
3) The document also lists additional resources including an interactive whiteboard, printer, DVD/VCR player, curriculum materials, exam resources, and written materials that the teacher can utilize.
Angela Di Ponio is an artist who works in several mediums including life drawing, mural painting, and sculpture. She creates representational artwork focusing on the human form and large scale public pieces. Her diverse portfolio demonstrates skills in figurative works, murals, and three-dimensional forms.
Angela Di Ponio has a portfolio that includes invitations, advertisements, logos, and business cards that she has designed. Her graphic design work covers a range of projects from invitations to advertisements to logos and business cards. She has experience creating graphic art for various purposes.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Formalist film theory analyzes the technical elements of a film like lighting, editing, sound and how they work together to create effects and communicate ideas to the audience. It looks at how individual elements or the synthesis of multiple elements like editing, shot composition and music in Sergio Leone's films build tension. Formalism embraces both ideological and auteurist criticism by focusing on style, either how socioeconomic pressures influence a style or how directors put their personal stamp on material. Alfred Hitchcock is cited as an example of an auteur with a distinct style seen in his editing, camerawork and themes.
Guy Debord argues that in modern societies, real social relations are replaced by relations between commodities and passive consumption of images. People identify with images and spectacles rather than each other. Reality becomes a representation observed from afar rather than something directly experienced. British youth construct identities on Facebook through selective sharing of images and experiences that shape how others perceive them similarly to the passive consumption and identification with spectacles Debord describes.
The document discusses how the introduction of "feeds" on Facebook, which display a running list of a user's activities and updates on their profile, has significant implications for how people view and curate their online identity on social networks. It notes that this makes Facebook less of a temporary representation of identity and more of a permanent archive, forcing users to reconsider how publicly and casually they share information. It may lead users to be more cautious about what traces of their identity they leave online and how openly they explore different identities and connections on social platforms.
This document contains sample exam practice questions for a critical perspectives course. Question 1A contains 4 sub-questions about how a student's creativity and skills have developed through digital media production coursework, including research, planning, post-production, and use of conventions. Question 1B contains 5 sub-questions about narrative approaches, media representation, genre conventions, and audience needs in one of the student's productions. Question 2 contains 7 sub-questions about representation of collective identity in the media, how representation changes over time, analysis of how media represents social groups, and effects of media representation on society.
In 1967, Guy Debord published Society of the Spectacle, arguing that images have come to dominate life under capitalism. He criticized wage labor, commodity production, and other forms of hierarchy as perpetuating through their absorption into the "spectacle." Society of the Spectacle influenced the 1968 student uprisings in Paris, with quotes from the text appearing as graffiti. Debord later updated the text in Commentaries on Society of the Spectacle and made a film version, demonstrating the work's enduring analysis of media and capitalism. The Situationist International, influenced by Marxism and surrealism, believed in transforming society by changing perceptions through disruptive situations and undermining consumer culture. Though the group disbanded in 1972,
David Buckingham argues that childhood is a changing social construct, not a fixed period. As media and society change, so does the concept of childhood. Now, children have greater access to electronic media like mobile phones, TVs, and computers earlier. While this exposes them to more adult content prematurely, changing economic conditions also lead children to depend on parents longer. The rise of private media consumption also blurs distinctions between children and adults.
This case study document outlines requirements for an exam preparation case study on collective British youth identity as represented in various media. Students must analyze a medium such as TV, music videos, or news using concepts from theorists including Debord, Hebdige and Buckingham. The analysis should consider how the media represents British youth, how it creates a collective identity, and how contemporary representation compares to the past and implications. Students must also discuss the medium historically, contemporarily, and speculate about its future in representing British youth identity. The case study is due May 17th and will account for 50% of the exam grade.
This document lists the blog URLs for 20 different students taking a media studies course. The blogs are hosted on Blogger and WordPress and cover a range of media related topics from video projects to zombies to drugs. Most blogs include the students' first and last names or initials in the blog URL.
The document provides guidance for creating an animation story including developing characters, setting, conflicts and story structure. It recommends planning the story through concept designs, storyboards and establishing shots, scenes, sequences and beats to structure the narrative. It also offers tips for shooting video including using a tripod, being aware of sound, planning for extra footage and batteries, and properly balancing white levels between locations.
This document provides a marking scheme for an Advanced Portfolio in Media Studies. It outlines four levels for both the Research and Planning and Production components. For Research and Planning, level 4 is for excellent work with well-researched target audiences, organized production elements, and excellent time management and presentation skills. For Production, level 4 is for excellence in technical skills like steady shots, framing, shot variety, appropriate content, effective editing, and selective use of effects and sound. It also notes excellent group contributions will be considered at level 4.
This production schedule outlines key deadlines for a film/video project, including January 29th for filming, February 8th for editing, February 9th for a full rough cut and completing ancillary tasks like research and marketing, February 26th for ancillary production and gathering audience feedback on the rough cut, March 11th for the final film/video, and March 22nd for turning in an evaluation and transitioning to a new unit on collective identity.
The document provides instructions for a film trailer assignment where students must create a trailer for a spoof film. Students are asked to research existing spoof films to understand how they modify genres in a comedic way. They must then plan their trailer by developing a basic story, detailed storyboard, and prop/costume list. The production involves shooting based on the storyboard. Finally, post-production involves editing the footage, adding music and effects to complete the trailer.
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This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
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2. I. Introduction
Dynamic Logic’s Media Synergy Studies utilize best practices to quantify the effectiveness of
integrated marketing campaigns that combine the Internet and offline media channels (Print, TV
and/or Radio). The research provides valuable insight into the performance of cross-media
campaigns, providing answers to questions such as:
Which media were most effective in increasing metrics such as Awareness, Message
Association, Favorability and Purchase Intent?
Did the combined impact of online/offline exceed their respective contributions?
Which audiences were most influenced by the respective media channels?
Against what metrics was each medium most effective?
II. Background
Over the past several decades, various methodologies have been developed and employed to
measure the effectiveness of different marketing platforms within an integrated campaign. When
measuring offline marketing channels only, these methodologies can be valuable in determining
the relative efficiency of various efforts. However, many of these methodologies were developed
before the advent of online marketing and were not designed to quantify the Internet’s
contribution. Therefore, they can be inadequate in measuring Internet marketing activity.
The following are some examples of methodologies that were designed for the evaluation of
offline marketing activity. Dynamic Logic developed its approach after a careful review of these
traditional methods.
Media Mix Modeling – Media mix modeling analyzes the efficiency of marketing activity
by correlating data such as attitudes and sales with marketing spending and promotional
activity. Since online marketing spending, however, is generally a very small proportion of
marketing budget, these methodologies usually cannot accurately measure the Internet’s
contribution to the media mix. Modeling is also very expensive and cost-prohibitive on the
campaign level.
Split (or Matched) Market Testing – This methodology measures the effect of marketing
activity in a test market and compares sales results to matched market in which there is
no marketing activity. This methodology cannot effectively be employed with online
advertising, however, because geo-targeting on the Internet is not yet sufficient to
saturate a specific market with online advertising and block advertising from a matched
region.
Telephone Tracking – Using telephone-based tracking for day-after-recall and other
metrics is common, but it has drawbacks for when online advertising is in the mix. The
most significant drawback is the difficulty in using Random Digit Dial (RDD) methods to
locate exposed respondents to online campaigns, which generally do not achieve high
national reach.
Artificial/Laboratory Testing – Research in which respondents are recruited and asked to
view programming with advertising online and offline, thus “forcing exposure” to the ads,
avoids some of the problems associated with other methodologies. This approach has
been criticized, however, since the exposure is not “natural”, potentially causing memory-
priming or advertising sensitization among respondents. In general, methodologies that
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3. measure advertising effectiveness without changing the audience’s natural media
consumption habits are preferred.
Dynamic Logic’s Media Synergy Studies were designed to accurately account for the impact of
online media, while addressing the deficiencies of the above approaches. The methodology is
also more cost-effective.
Using the Internet’s unique strengths in both tracking and recruitment, our CrossMedia Research
provides advertisers, agencies and publishers with an accurate way of evaluating the separate
and combined impact of various elements in a cross-media marketing campaign.
III. Methodology
Media Synergy Studies are based on live, in-market tests that measure a campaign’s impact on
the audience to which the campaign is targeted, both online and offline. Recruitment is done over
the Internet. Combining Dynamic Logic’s proprietary AdScout tracking system and a specially-
tailored survey instrument, the research correlates advertising “opportunity to see” (OTS) with
brand attitudes, utilizing a control/exposed research design.
More details on the methodology are in Section IV.
Research Design
The research is based on comparisons of respondent groups who have exposure opportunity to
different combinations of media. Each of these groups is compared against a baseline control
group.
Various combinations of media can be measured and compared. The most basic research design
features four cells: Web-only, Offline-only, Web+Offline and Control, as illustrated by the following
chart (Fig. 1).
Fig. 1 – Media Synergy Studies, Basic Cell Design
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4. Determining Exposure Opportunity
Media Synergy Studies use the most accurate method available for determining advertising
exposure opportunity online and offline. The methodology is based on measuring advertising
opportunity to see (OTS), the standard basis for most advertising effectiveness research.
To determine exposure opportunity to online creative (online OTS), the studies utilize AdScout, a
patent-pending cookie technology that is part of Dynamic Logic’s AdIndex system. When survey
respondents enter the survey, the system recognizes whether or not they have been served any
online ads in a given campaign. In addition, the system identifies exactly which creative or
combination of online creative was served, on what sites the creative was served, as well as
exposure frequency and recency.
Offline advertising OTS is survey based and measured by self-reported media usage. The offline
media schedule is reconciled with media usage reported by the respondent to determine if they
had an opportunity to see or hear the advertisement.
The survey instrument is customized to adapt to the campaign media plan. The following
examples show how offline exposure opportunity is measured for different media.
Print (Magazines)
Due to its visual nature, the Internet is well suited for gathering self-reported, magazine
media consumption data. While respondents may have trouble remembering whether
they read a particular issue when prompted by a date, showing them the cover of a
particular issue enables them to recall readership with a high degree of accuracy.
Below is an example of a survey question for print, used when there are six or fewer
magazines on the media plan. Magazine cover images can be added mid-recruitment as
they hit the newsstands and shipped to subscribers.
Fig. 2 – Media Synergy Studies, Sample Print Questions
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5. Television and Radio
Exposure opportunity for television and radio advertising can be determined by asking
respondents whether they watched or listened to programming where the campaign
advertising ran. If advertising is running on a single, specific event, then respondents who
report listening or watching the event are determined to have the opportunity for
exposure.
When advertising is running for periods of time across TV or radio programming,
respondents are asked about frequency of viewing/listening of consumption of that
programming. The weight of the advertising running during the programming determines
the threshold of consumption at which OTS is indicated.
Below is an example of such a question for both radio and television exposure
opportunity.
Fig. 3. – CrossMedia Research, Sample Broadcast Question
Print (Newspaper)
The questions used to determine advertising exposure opportunity for newspaper
advertising are developed based on the insertion schedule of the advertising. Questions
determine newspaper readership at the issue level as well as determining readership of
particular sections of certain issues, if appropriate. Images of certain issues/sections may
be used as well.
Recruitment
Recruitment for Media Synergy Studies is done over the Internet in order to obtain a sizeable
sample of respondents exposed to the online advertising. Respondents are recruited on sites
where the online advertising is running. A pop-up recruitment creative is randomly served to
every nth visitor to the Web sites where the online advertising is running, reflecting a random
sample of the online audience of the online element of the campaign. Normally, a cash
sweepstakes incentive is offered to respondents.
Survey Development
Questionnaires are based on AdIndex Vertical Enhancement (AV’s) surveys, which contain
standard questions relevant to the advertiser’s industry. Specific AV’s have been developed for
eleven industries such as Finance, Travel, Auto, CPG, and Pharmaceutical. In addition to
questions about media consumption, surveys contain segmentation questions, as well as blinded
questions about the campaign’s brand and brand competitors. Depending on the campaign
industry, branding metrics may include:
- Aided and Unaided Brand Awareness
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6. - Advertising Awareness
- Message Association
- Sponsorship Awareness
- Brand Favorability
- Brand Attributes
- Purchase/Behavior Intent
Analysis
The aggregate results analysis is based on a comparison of attitudinal scores for each of the
respondent groups. The average scores for each exposed cell, representing respondents who
were determined to have an opportunity to see advertising on one or more media channels, is
compared to the control baseline. Percent increases are calculated and tested for statistical
significance using a one-tailed z test for population proportion.
Additional analysis is done on target segments. Specifically, the influence of each media channel
between the aggregate and target segment is analyzed, which indicates any differences in
sensitivity to the various media channels between the target and overall population. Analysis of
the impact of different levels of online advertising frequency among the Web-only sample is also
provided.
IV. Research Considerations
There are a number of considerations that have been addressed in the development of the
methodology. The following are some questions frequently asked about Dynamic Logic’s
approach.
Internet Recruitment
Question: What about people who are not online? Are they part of the sample, and if not, why?
Answer: Recruitment for CrossMedia Research is done on the Internet. Therefore, people who do
not access the Internet are not part of the sample.
Since Media Synergy Studies are designed to evaluate specific cross-media campaigns of which
the Internet is a part, it is not necessary to recruit non-users of the Internet. Advertisers use this
research to explore the potential benefits of reaching an audience that is both online and offline,
and to evaluate a campaign across these channels. People who never access the Internet do not
represent a potential audience for such cross-media campaigns, and thus it was not necessary to
make non-Internet recruitment (by mail or telephone) part of this methodology.
Media bias
Question: Is it possible that the research design can introduce media biases, and if so, how is that
controlled for in the analysis?
Answer: Using media usage as an independent variable can, in some cases, skew the statistical
similarity of the control and exposed groups relative to offline media usage. Respondents who
consume certain programming may have different characteristics and baseline attitudes than
those who do not; in these cases, comparing the two groups in a Control/Exposed design can be
misleading.
This potential media bias can be addressed by ensuring that both the control and exposed
groups, relative to the offline media, both have the same media consumption habits. This is
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7. accomplished by the use of a pre- post- design, where all respondents are consumers of the
same media. In this way, respondent groups are similar; the only difference is the potential
exposure opportunity due to the presence of advertising, based on the date that the respondent
was recruited.
Respondent data can also be weighted or filtered by demographics or other variables.
Non-addressable media plans
Question: What about media plans where asking questions about specific programming choices
is not a practical or accurate way to determine the opportunity to see the offline component?
Answer: The characteristics of some offline media plans make it difficult to directly address
potential advertising exposure in the survey questionnaire based on consumption of specific
programming. It is impossible to use programming-specific questions to determine exposure
opportunity when a media plan is high-reach and scheduled run-of-network across a large
number of channels, or placed in local, non-syndicated content.
In these cases, overall levels of consumption of the media in which the advertising is planned is
used to determine exposure opportunity. Questions are designed to reconcile media weight
among high, medium and low consumption respondent groups relative to the campaign. Using
recruitment waves, changes in these three groups over time indicates the degree to which the
offline media plan changes attitudes among pre-specified audience groups.
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