Slide 1: Frequency of Reading, Recent Reading, Specific Issue Exposure... Do they give me different results when evaluating a campaign?
Robert Cardarelli, Research Manager William J. Havlena, Ph.D., VP, Research Analytics Dynamic Logic, a Millward Brown Company
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Slide 2: What Is CrossMedia Ad Effectiveness?
• What was the branding effect of the media mix? • How well did the media work together? • How did effectiveness differ across objectives and audiences?
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Slide 3: What Is CrossMedia Ad Effectiveness? CrossMedia Advertising Effectiveness Evaluation
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Audience Measurement
• It is an evaluation of campaign performance at achieving branding goals • Uses opportunity-to-see (OTS) to determine response to advertising – Print OTS may be based on frequency of reading, specific issue reading, or recent reading
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Slide 4: Cell Assignment/Analysis • Cells included in any given research design depend upon the media schedule • For the current study, we only looked at the incremental value Print OTS of print advertising
Control Print
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No
Slide 5: Methodology • Respondents recruited from National Geographic website via web intercept or email from subscriber database • Web technology allows survey flexibility – Cover images could be shown to aid recall of specific issues – Uploaded specific issues to the survey on the “on-sale” date when measuring Specific Issue Readership
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Slide 6: Methodology • Email panel allowed us to survey respondents that do not visit the National Geographic website • “Link” technology yielded higher response rate than typical online survey (≈ 10%)
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Slide 7: Methodology • 6 advertising campaigns were measured – Automotive – Pharmaceutical – CPG – Business-to-Business • Total sample of 4,200 respondents with opportunity-to-see advertising – Qualified by any of the readership conditions
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Slide 8: Methodology • For each advertiser, each respondent was randomly served one of 3 readership questions
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Slide 9: Magazine OTS: Recent Reading • Used in close to 90% of readership measurement surveys around the world • Used survey date, recent reading question response and on-sale date to map whether respondent had opportunity-to-see
Question Example:
Example: Respondent takes survey on 6 days after the on-sale date
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Slide 10: Magazine OTS: Frequency of Reading • Frequency is also a common method to determine opportunity-to-see advertising • Verbal and numerical scales used • Data mapping used to line up frequency of reading with survey date to determine OTS
Question Example:
Example: Respondent was surveyed in August and ads appeared only in August issue
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Slide 11: Magazine OTS: Specific Issue Reading • Past research has stated that specific issue reading is the “Gold Standard” or the most accurate method available to capture a respondent’s opportunity-to-see
Question Example:
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Slide 12: What Brand Metrics Were Tested?
How do you measure where consumers are in the continuum?
First, consumers 1. need to be aware of a brand Then they need to understand the 2. value to them, or what the product is used for The consumer 3. forms an opinion about the brand
Brand and Advertising Awareness Measures the level of familiarity respondents have with the brand (aided and unaided) and its advertising Message Association Measures the extent to which respondents can match the message in the creative to the brand
Brand Favorability Measures the extent to which respondents have a positive or favorable opinion of the brand
Finally, the consumer 4. considers whether he or she is likely to consume or use the brand
Purchase Intent Measures the likelihood of respondents to purchase the brand in the future
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Slide 13: How Did OTS Assignment Vary? • Recent Reading gave highest OTS estimates • Similar results for Frequency of Reading and Specific Issue Reading
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
n=1100
Number of Respondents classified as having OTS
84% 65% 58% 68% 59% 46% 41% 80% 64% 83% 63% 61% 50% 47% 45% 47% 80% 73%
Ad 1
Ad 2
n=1200
n=1140
Ad 3
n=1154
Ad 4
Ad 5
n=1118
Ad 6
n=1113
Recent Reading
Frequency of Reading
Issue Level Exposure
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Slide 14: Case Study: Automotive • Although similar results are seen for most brand metrics, Recent Reading was higher for Ad Recall and Purchase Intent
Single case study: Automotive Campaign
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
94% 97% 94%
n=609
62% C 58% 43% 40% 39%
61% 52%
65% 58% 41%
C
35%
30%
11% 10% 9%
Unaided Awareness
Aided Brand Awareness
Ad Recall
Message
Brand
Purchase Intent
Association Favorability
Recent Reading
A/B/C statistically significant at 95% confidence level
Frequency of Reading
Issue Level Exposure
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Slide 15: Aggregate Results: 6 Studies • For aggregated data, results show minimal differences in brand metric scores regardless of what method is used
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Aggregated Studies
87% 87% 87%
n=4200
50% 51% 48% 28% 27% 29% 13%12% 12%
58%57% 57% 48% 44% 46%
Unaided Awareness
Aided Brand Awareness
Ad Recall
Message Brand Association Favorability
Purchase Intent
Recent Reading
A/B/C statistically significant at 95% confidence level
Frequency of Reading
Issue Level Exposure
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Slide 16: Aggregate Results: 6 Studies • Recent Reading had the most significantly higher scores – however, total was only 5 out of 108 times
Recent Reading Unaided Brand Awareness Aided Brand Awareness Ad Recall Message Association Brand Favorability Purchase Intent Frequency of Reading Specific Issue Reading
1 -1 1 -2
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1 -----16
Slide 17: Conclusions • Overall, level of brand metrics is not very sensitive to OTS method used • Recent Reading may tend to produce slightly different results • In cases where questionnaire is long, frequency of reading may be a better option – Easier to standardize across multiple surveys – Questionnaire appear shorter when media plans have an extensive print schedule
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