Cross-Media Ad Effectiveness Study
Cross-Media Ad Effectiveness StudyJanuary 2017Sponsored by:Gold SponsorBronze SponsorBronze Sponsor
IAB Cross-Media Ad Effectiveness StudyThe IAB would like to thank its sponsors for their financial contribution to thisstudy:Gold Sponsor:Bronze Sponsors:2
Intro and BackgroundThe IAB, at the request of the IAB Research Council leadership and with support of the full Research Council, conducted a study toanswer ongoing industry questions around the efficacy of cross-media ad campaigns.The study set out to prove whether or not including desktop and mobile ads in a multiplatform ad campaign improves brand impactand if so, by how much. The study further sought to parse out the impacts of each digital media format both individually and incombination with other media formats to give a total picture of digital’s brand impact on cross media ad campaigns.To that end, the IAB commissioned Research Now to conduct ad effectiveness studies across two live ad campaigns which included avariety of traditional and digital media types. In a first of its kind, the study captured Mobile In-App in addition to Mobile Web for acomplete picture of mobile advertising’s impact. The first study involved the launch of a new auto model and included ads rangingfrom innovative ad formats like pizza boxes in addition to typical Out of Home formats to TV, Radio, Print, Desktop (Video and Display),Mobile Web and Mobile In-App. The second study examined the ad impact of a well-known cookie dough brand whose ads ran onDesktop, Mobile Web and TV. The research was then rounded out with three case studies from Research Now on Retail, Finance andMedia, each of which involved a mix of digital and traditional media.In summary, the research shows that across 5 verticals (Auto, CPG, Retail, Finance, Media) the inclusion of digital ad formats in atraditional campaign improves brand impact both individually and in combination with traditional media formats.This research could not have been completed without the invaluable financial support from our sponsors:Drawbridge (Gold Sponsor), YuMe (Bronze Sponsor) and Discovery Communications (Bronze Sponsor)3
Objectives 4The IAB commissioned Research Now to conduct two studies as part of foundationalresearch to understand the following: How do the various media platforms interact when used in various combinations toimpact ad performance? What is the impact of desktop and mobile channels? What contribution does desktop and mobile add to traditional media? What channels contributed what to overall output of the campaign? What best practices can be gleaned for the industry regarding cross-mediacampaigns?This report contains results from these two studies as well as case studies of otherresearch conducted by Research Now
In Summary Digital’s additive impact on brand is proven in multiplatform campaigns. Proven across 5 verticals: Auto, CPG, Retail, Finance, Media Desktop and mobile have outsize positive effects on brand impact, given their typicallysmaller footprint in a campaign The best channel combinations for brand lift typically include digital and TV Recommendations: 5Include desktop and mobile ads in a multiplatform campaign for even more impactIncrease frequency of desktop and mobile ads as part of a total campaign, since frequency typicallycan be increased according to the modelMonitor campaign to adjust optimal desktop and mobile frequency mix
Methodology: Research Now uses single source panel for Cross-MediaDigital exposure tracked with first party cookie, offline media through opportunity to see (OTS) questionsAll respondents are collected fromthe single source Research Nowpanel which tracks individualsacross all devices (Desktop, Mobile,Tablet)Control No campaign exposureExposed Any campaign exposure;segmented by type (Digital andOffline) Offline determined by opportunity to seequestions customized to identifyrespondents in the media footprint Digital exposure is recorded via RNcookies by tagging all the digital media.For mobile in-app a device ID is used6
Methodology: Research Now Single Source –It’s About the People and Their DevicesCross-Device, Single-Respondent Add OTS Capture Exposure7
Methodology: Multi Touch Attribution Model Isolated the Impactof Each Media and Created Optimization for Digital FrequencyExample of Media Contributions to Brand LiftA regression model is used toestimate the influence of eachmedia channel on brand metricchanges. The results describethe overall influence of eachmedia type alone and incombination with other tacticsDigital Print TVPrint DigitalDigital TVTVPrint TVPrintDigital8*Digital includes Desktop,Mobile Web, Mobile In-App.Digital can include Display,Video and/or Social Media
Auto BrandResults of Cross-Media Campaign9
Auto Brand - Research OverviewSample Audience Adults aged 18 with household income 75K Target - Men aged 18-49 with household income 75K , at least some college educationRecruitment Sample sizes: 409 Total Control (No media exposure), 6,072 Total Exposed (Any Media exposure) Study Dates: 11/2/2015 to 1/21/2016 Media channels: Desktop, Mobile Web, In-App , Print, TV, OOH (Billboard, Wi-Fi, Pizza Boxes, Cinema)Methodology Control and exposed groups were recruited simultaneously using Research Now panel Digital exposure was identified through cookie tracking of tagged media assets. TV, Print, OOH exposurewas identified through OTS questions in the survey. In-App exposure was identified through device idmatching10
Auto Brand - Key Findings Total campaign impact was strongest in building Familiarity andFavorability Traditional media still leads the way in campaign impact, not surprisinggiven it’s typically larger campaign footprint, but desktop and mobile playa fundamental role, particularly with the different media combinations Mobile In-App TV Print emerged as a very strong driver of increases inlower funnel metrics, particularly for brand consideration There is opportunity to increase digital frequency to achieve the maximumbenefit11
Campaign Successful: Advertising Awareness, Familiarity and Favorability WereSignificantly Higher Among Those Exposed to Any Media The campaign was memorable and persuasive – familiarity of the vehicle model increased 25%Delta(Exp.% Ctrl%)1.12.49.289% 8%29%21%25%22%26%10% 11%Unaided AwarenessAided AwarenessAdvertising AwarenessControlBrand FamiliarityBrand FavorabilityAny Media ExposedLaunch of New Model by Major Auto Brand12Indicates significant increase over control at 90% confidenceBrand ConsiderationSeek InformationPercentagePointChangeAfter AdExposure
Digital Impactful: Significant Lift Shown in Ad Awareness, BrandFamiliarity and Consideration After Exposure to Desktop or Mobile Ads Delta(Exp.% Ctrl%)Desktop and mobile were a key component of the total campaign ift61%50%44%48%36%29%20%24%20%24%10% 10%Unaided AwarenessAided AwarenessAided Ad AwarenessControlBrand FamiliarityBrand FavorabilityDigital Exposed (Desktop, Mobile Web or Mobile In-App)Launch of New Model by Major Auto Brand13Indicates significant increase over control at 90% confidenceBrand ConsiderationSeek InformationPercentagePointChangeAfter DigitalAd Exposure
All Media Contributed to Increased Familiarity; TV, Print and Desktop AlsoDrove Awareness and Brand ConsiderationImpact by Media Channel – Any ExposureDesktopMobile WebMobile In-AppTVPrintOOHTactics are NOT mutually angeAfter AdExposure8.04.0 4.29.48.25.43.5 3.9 3.23.07.28.96.43.90.55.25.01.9 .0%89%Aided Awareness51%Brand Familiarity45%Brand FavorabilityLaunch of New Model by Major Auto Brand14Indicates significant increase over control at 90% confidence21%Brand Consideration22%Seek information
Digital Highlights: Desktop and Mobile Ads Improve BrandAwareness, Familiarity and ConsiderationImpact on Brand Familiarity as a result of Desktop or Mobile advertising:22%Lift fromDesktop Ads18%16%Lift fromMobile Web AdsLift fromMobile In AppAds(9.4 ppt.)(11.2 ppt.)(8.2 ppt.)Impact on Brand Consideration:Impact on Aided Awareness:23%4%Lift fromDesktop AdsLift fromDesktop Ads(5 ppt.)(4 ppt.)Launch of New Model by Major Auto Brand15Indicates significant increase over control at 90% confidenceppt percentage point lift from control
Adding Desktop or Mobile to the Campaign Drove Significant Impact The addition of Desktop and Mobile to the media mix successfully raised awareness, familiarity, brandconsideration and the desire to seek more infoCross-Media Results:Digital HighlightsTotal Sample SizeAny DesktopAny Mobile WebCtrl %Exposed %4092,406Ctrl % Exposed %409464Desktop PrintCtrl %Exposed %Ctrl %Exposed %409257409679%28%86%94%Unaided Brand AwarenessAided Brand Awareness88%92%Brand Familiarity50%61%Brand FavorabilityBrand Consideration19%24%Research/Seek informationBrand metrics (except awareness)based on those aware of the brand1653%63%88%96%47%56%40%51%16%24%16%25%Launch of New Model by Major Auto BrandIndicates significant increase over control at 90% confidenceDesktop Mobile Web TVControl % varies slightly for each group due to weighting
Cross-Media Highlights: Adding ANY Desktop or Mobile Ads to aTraditional Ad Campaign Improves Brand MetricsImpact of adding ANY Desktop or Mobile Ads to Traditional Ads onBrand Familiarity:19%22%Lift fromANY Mobile WebAd ComboLift fromANY DesktopAd Combo(10 ppt)(11 ppt)Aided Brand Awareness:Brand Consideration:26%5%Lift fromANY DesktopAd ComboLift fromANY DesktopAd Combo(5 ppt)(4 ppt)Launch of New Model by Major Auto Brand17Indicates significant increase over control at 90% confidenceppt percentage point lift from control
Cross-Media Highlights: Key Digital and Traditional AdCombinations Improve Ad Impact Across Brand MetricsImpact of key Digital and Traditional advertising combinations onUnaided Brand Awareness:Brand Familiarity:211%19%Lift fromDesktop Mobile Web TVLift fromDesktop PrintAds(19 ppt)(9 ppt)Brand Favorability:Brand Consideration:28%50%56%Lift from Desktop Print AdsLift from Desktop Print AdsLift from Desktop Print Ads(11 ppt)(8 ppt)Launch of New Model by Major Auto Brand18Indicates significant increase over control at 90% confidenceppt percentage point lift from controlSeeking Info:(9 ppt)
The Multi-touch Attribution Model Isolated the Impact of Each Media Channel and Found thatWhile Traditional Media Drove Over Half of the Lift, Desktop and Mobile Exposure Accounted for Over 40% Digital has strong impact, considering that ad campaigns typically spend more on traditional mediaMedia Contributions to LiftMedia Contribution to campaign lifts (%)100%90%80%41%42%42%46%41%59%58%58%54%59%Aided BrandAwarenessBrand FamiliarityBrand FavorabilityBrand ConsiderationSeek Information70%60%50%40%30%20%10%0%Traditional Media (TV, Print, OOH)Digital Media (Desktop, Mobile, In-App)Launch of New Model by Major Auto Brand19
In Combination, Desktop and Mobile Accounted for Almost Half of Brand Impact Across theEntire Campaign with Particularly Strong Impact in Brand ConsiderationAdding desktop and mobile ads to the campaign generated considerable lift over traditional media aloneMedia Contribution to Campaign LiftMedia Contribution to campaign lifts (%) Digital Media (Desktop, Mobile, In-App)46%41%Aided BrandAwareness42%42%Brand FamiliarityBrand Favorability41%Brand ConsiderationDigital Media (Desktop, Mobile, In-App)Launch of New Model by Major Auto Brand20Seek Information
The Best Channel Combinations Typically Include Digital and TV Desktop and Mobile have strong impact, considering that ad campaigns typically spend more ontraditional mediaTopContributors% Contribution to LiftAided AwarenessDesktop or Mobile Web TV Print OOH10%Brand FamiliarityDesktop or Mobile Web TV Print OOH10%Brand FavorabilityDesktop TV OOH5%App TV Print8%TV Print5%Brand ConsiderationSeek informationMedia combinations driving the most lift, based on output of attribution modelLaunch of New Model by Major Auto Brand21
The Model Shows Opportunity for Increased Digital Frequency – In This CaseFrequency can be Doubled for Maximum Effect on Brand MetricsDigital 6420Freq 1Freq 2-3Freq 4-9DesktopFreq 10-14Freq 15-19Freq 20 MobileNon-parametric models were created to estimate linkage between frequency and lifts. A model wascreated for each of the brand metrics/perceptions; this is the average resultLaunch of New Model by Major Auto Brand22Average of key brand metrics (e.g. awareness, familiarity, favorability, consideration)
CPG Food BrandResults of Cross-Media Campaign23
CPG Food Brand - Research OverviewSample Audience Adults 18 to 49 Targets – Millennial Women, Gen X WomenRecruitment Sample sizes: 456 Total Control (No media exposure), 1341 Total Exposed (Any Media exposure) Study Dates: 3/3/2016-3/28/2016 Media channels: TV and Digital (Desktop and Mobile Web)Methodology Control and exposed groups were recruited simultaneously using Research Now panel Digital exposure was identified through cookie tracking of tagged media assets, TV exposure was identified throughOTS questions in the survey24
CPG Food Brand - Key Findings TV exposure contributed to increased Brand Opinion and Purchase Intentwhile mobile drove Unaided (top of mind) Awareness Digital, both Desktop and Mobile Web, play a fundamental role indelivering campaign objectives. Campaign results are enhanced whendigital is combined with traditional media Optimization analysis found that maximum impact from digital can beachieved by increasing average frequency of exposure from 3 to 625
In Aggregate, the Campaign Impact on Key Brand Metrics Was Not Significant,Likely Reflecting Already High Existing Brand AwarenessDelta(Exp.% Ctrl%)ppt4.20.20.597% 97%84%1.81.80.2-1.795% 97%88%84% 86%78% 76%66% 66%50% 50%Unaided AwarenessAided AwarenessAd Message LinkageControl26Brand FamiliarityBrand OpinionAny Media ExposedWell Known Food Brand CampaignAny Media Exposed Desktop or Mobile or TVppt percentage point change from controlIndicates significant increase over control at 90% confidenceBrandRecommendationPurchase IntentPercentagePointChangeAfter AdExposure
However, There Was Some Impact at the Channel Level; TV Increased Brand Opinion andPurchase Intent While Mobile Drove Unaided Awareness and Brand FamiliarityImpact by Media Channel – Any ExposureAny TV ExposureAny Desktop ExposureAny Mobile Web ExposureTactics are NOT mutually exclusive9.38.0PercentagePointChangeAfter AdExposure4.43.03.3 %84%50%78%AidedAwarenessAd ommendationPurchaseIntentWell Known Food Brand Campaign270.90.3Indicates significant increase over control at 90% confidence
Digital Highlights: Mobile Ads Improve Unaided Awareness andBrand FamiliarityImpact of Mobile Web Ads on Unaided Awareness and Brand Familiarity:5%11%Lift inBrandFamiliarityLift in UnaidedAwareness(9.3 ppt)(5 ppt)Well Known Food Brand Campaign28Indicates significant increase over control at 90% confidenceppt percentage point change from control
Digital and TV Executed Simultaneously Drove the Most Impact forAwareness, Familiarity, Opinion and Intent Digital has strongest single-source impact on purchase intentDigital has strong impact, considering that ad campaigns typically spend more on traditional mediaMedia Contribution to CampaignLiftsPercent Contribution of Brand Metric Lift of TV and Total iarityBrandOpinionDigital and TVBrandRecommendationDigital n analysis quantified the role of individual media channels in generating lifts in brand metrics.Individual media channels include TV, Digital (Desktop and Mobile Web), and all possible combinations.CPG - Well Known Food Brand Campaign29Digital Desktop Mobile WebTV Only
Across Metrics, the Inclusion of Desktop and Mobile Ads in a Multimedia CampaignContributes to Brand Lift No one channel alone was the largest driver; TV combined with a digital tactic is keyTop Contributors to Campaign Lift by Media CombinationMedia Contribution to campaign lifts (%)100(% Contribution to Lift)Aided Brand AwarenessBrand Familiarity90% Media Contribution to 1%21%21%Desktop TVMobile Web TVDesktop MobileWeb TV0Desktop MobileWeb TVDesktop MobileDesktop MobileWeb TVMedia combinations driving the most lift based on output of attribution modelWell Known Food Brand Campaign30Desktop TVDesktop TVDesktop MobileWeb TV
The Model Shows Desktop Frequency can be Doubled to Achieve MaximumBrand Metric ImpactTotal Desktop 1-2-3-4-5-6-7Freq 1Freq 2Freq 3Freq 4Freq 5Freq 6Freq 7-8Freq 9-11Freq 12 Non-parametric models were created to estimate linkage between frequency and lifts. A model wascreated for each of the brand metrics/perceptions; this is the average result31Well Known Food Brand CampaignNote – Mobile frequency optimization showed that optimal and actual were about equalAverage of key brand metrics (e.g. awareness, familiarity, favorability, consideration)
Cross-Media CampaignsResearch Now Case Studies32
Case Study 1 – Major US RetailerDigital media executed simultaneously with Radio and TV drove positive brandperception and intent to shop in the storeMedia ContributionsBackground A major US Retailer supported a key shoppingseason with a Digital, TV and Radio campaignResearch Now executed a cross media adeffectiveness study with multi-touch attributionResearch Findings Exposure to media on multiple channels was a keydriver of Purchase Intent - no media executedalone drove significant brand liftThe combination of Digital, TV and Radio was theprimary driver of Purchase Intent and BrandPerceptionPurchase IntentBrand PerceptionDigital TV10%Digital TV Radio90%TV Only7%Digital TV Radio68%Total Exposed n 2,25033Digital TV11%Radio TV14%
Case Study 2 – US Consumer Finance ProductDisplay and Digital Video were both effective when combined with TV, but fordifferent brand metricsDelta(Exp.% - Ctrl%)Background A US Financial company executed a cross mediacampaign (Digital Display, Digital Video, TV, Print)to raise awareness and consideration for a newproductResearch Now executed a cross media adeffectiveness studyResearch Findings Display TV exposure increased awareness of thekey product feature mostBoth Digital Video or Display combined with TVwas effective, but Digital Video TV drove thelargest increase4.1Product FeatureAwareness3.78.7Display onlyTV OnlyDisplay & TV4.45.5Consideration13.59.1TV OnlyDisplay & TVDV & TVDisplay, DV & TVIndicates significant increase over control at 90% confidenceTotal Exposed n 5,12634
Case Study 3 – International Media Brand CampaignDigital in combination with Outdoor and/or TV were most influentialBackgroundA International Media Brand ran a crossmedia campaign (Digital, TV, Outdoor)to raise readership/paid subscriptionResearch Now executed a cross mediaad effectiveness study and attributionmodel to measure the impact Trial IntentDigital TV7%Outdoor Digital TV35%Research Findings Digital media combined with Outdooror Outdoor and TV were mostinfluentialDigital frequency optimization foundthat current spending was higher thanoptimal – a reduction of approximately 100k was recommended 35Trial Intent Frequency OptimizationOutdoor Digital25%10864Digital only13%TV only20%Lift 20-2-4Optimalspend-6Currentspend-8250k500k750kBud
IAB Cross-Media Ad Effectiveness Study 2 The IAB would like to thank its sponsors for their financial contribution to this study: Gold Sponsor: Bronze Sponsors: Intro and Background 3 The IAB, at the request of the IAB Research Council leadership and with support of the full Research Council, conducted a study to
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Media Terminology Media Planning - A series of decisions involving the delivery of messages to audiences. Media Objectives - Goals to be attained by the media strategy and program. Media Strategy - Decisions on how the media objectives can be attained. Media - The various categories of delivery systems, including broadcast and print media.
Index Terms—social media; social media marketing; strat-egy; sufficient, e-word-of-mouth; Starbucks I. INTRODUCTION N MODERN society, social media is one of the essential factors in a media sector and marketing. It is said that so-cial media is a new measure for media over the world, which has a vast difference with public media. I
2. So broad reach media are still crucial for effectiveness. 3. Share of voice is more important than ever. 4. Video is the most powerful medium for long term success. 5. TV, VoD & online video work together to boost effectiveness. 6. So effectiveness should still be growing across the board - but it isn't. 7.
3.3.4 The role of Social Media in Marketing 27 3.4 Social media marketing - Platforms of online communication and the impact of social media on consumer behaviour 29 3.4.1 Most popular social media platforms 30 3.4.2 Social media platforms by zones 35 3.4.3 Social Media Marketing Strategies 39 3.5 Significance of social media for branding 40
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