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					Multi-Screen Impact: Is There
One Metric to Rule Them All?
 Multi-Screen Impact Case Study for
 Leading Entertainment/Film Brand


               Joan FitzGerald, comScore
               Anant Mathur, Starcom Mediavest
    Measuring Impact of Media is
    More Challenging than Ever
• New Media and New        • Marketing Mix
  Devices Creates More       Modeling is not an
  Opportunity                optimum solution
  – To create brand           – Media responses are not
    experiences that            like promotions and
    consumers enjoy             coupons
  – To create compelling      – Impacts are multiple, not
    programming to build        necessarily immediate,
    and retain audiences        and time periods are not
                                clearly defined
Single-Source Research to Uncover
        Multi-Screen Effects
• Exposure to multiple media from the same individuals
• Break out groups of consumers who may
  use media in dramatically different ways
   – Media hasn’t been “mass marketing” in a long time
   – Consumers who experience your brand using mobile are different
     than consumers who only encounter the brand through TV
• Results potentially after each week of campaign, not
  after 24 months of prior data
   – Answer questions about what marketers should do now
              Single Source Dataset
 Major Entertainment/Film brand Case Study
• Impact of TV and Internet advertising on website visitation for a
  Major Entertainment/Film brand
• Based on opt-in consumer “Test Panel” of 3,700 Persons
  developed in 2010
   – 25,000 person panel in progress
• Persons-level Internet usage matched to household-level
  television viewing using blind, third-party match
• Data sources
   – TV ad exposure: ad schedules matched to TV “set top box” viewing data
   – Internet ad exposure: comScore technology
   – Consumer response: website visitation via comScore technology
    The Question of Multi-Screen
              Impact
• Does the combination of TV and Internet advertising have a
  greater impact than each alone?
   – Does 1 + 1 = 2? Or Does 1 + 1 = 2.X?
• Is the impact of exposure greater for the target consumer
  group?
• How much does the timing (recency) of the exposure matter?
• Can we determine the “equivalent” number of Internet banner
  ads that equal the impact of a 30 second TV advertisement?
Results: Impact Measures
The Impact of Multiple Media is Greater
      than Each Medium Alone
1 + 1 = 2.X
• TV and Internet advertising in combination had higher impact
  on website visitation than TV advertising alone or Internet
  advertising alone
                                                                  128


                100
                                                                        Results
                                       77                               indexed to TV
                                                                        only
                                                                        advertising
                                                                        exposure




                                                                           Results apply to
                                                                           Case Study brand
          Index of Behavior Probability with 3-Day Exposure Window         and do not
                                                                           necessarily apply to
                      TV Only   Internet Only   TV and Internet            other brands
   More Recent Exposures Had Greatest
          Impact on Behavior
• The closer the ad exposure to the behavior, the greater the
  impact
• The greatest “recency” effect shown for the combination of TV
  and Internet advertising

       0.17


                                            TV Only
       0.12
                                            Internet Only
                                            TV and Internet

       0.07
                                                              Results apply to
              3-Day    7-Day     14-Day                       Case Study brand
                                                              and do not
                                                              necessarily apply to
                                                              other brands
Target Consumers Had Greater Response
• Consumers in the brand target group had the greatest response
• Whether exposed to TV only advertising, Internet only
  advertising, or both TV and Internet advertising

      TV and Internet



        Internet Only                                             Target
                                                                  Not Target

             TV Only

                                                                           Results apply to
                        0   20   40   60   80   100   120   140            Case Study brand
                                                                           and do not
                                                                           necessarily apply to
                                                                           other brands
             Similar Targeting Impact Seen for Digital
                   Advertising and CPG Brands
       Lift in In-Store Sales




*Source: comScore AdEffx Offline Sales Lift Norms for CPG, March 2011
Non-purchased based targeting includes, but is not limited to, the following types of buys: contextual, audience, run of site//run of network, etc.
**Source: comScore Audience Advantage, which leverages sophisticated predictive targeting algorithms that are created using anonymous panel and census data sources; targeting was
deployed on the Microsoft Network sites.
Note: Retail sales is measured by linking the comScore panel of 1 million U.S. Internet users to their retailer loyalty card data from dunnhumby, which provides a measure of the panelist’s in-store
buying activity.




                                                                                                                                                  #ARFAM6
       It’s Possible to Quantify “Media
                 Equivalencies”
• For this Case Study brand, 5 Internet Only advertising exposures had the
  equivalent impact of 1 TV Only advertising exposure
• The impact of exposure to both TV and Internet was higher than TV and
  Internet alone, even at higher frequency levels for Internet
                     1 TV Only   5 Internet
                     Exposure       Only
                                 Exposures
                                                         1 TV and 1
                                                          Internet
                                                         Exposure




                                                                      Results apply to
                                                                      Case Study brand
                                                                      and do not
                                                                      necessarily apply to
                                                                      other brands
    Using Both Internet and TV is More
  Powerful than Using Each Medium Alone
• For this Case Study brand
  – TV and Internet combined had a greater impact than TV or
    Internet alone
  – Ad exposures closer to the behavior had greater impact
  – Target consumers had a stronger response than non-target
    consumers
  – Media “equivalencies” can be calculated and used in media
    planning
                           Next Steps
More Questions
• What about sequencing of exposures?
   – TV first? Internet first?
• What about different Internet advertising types?
   – Such as banner ads compared to video ads?


25,000 Multi-Screen Panel
• 8,000 current panelists
   – Target is 25,000 opt-in panelists with access to mobile, TV, Internet
• Building in 2011 and 2012
• Single-source cross-platform measurement
 Thank you
         Joan FitzGerald
  jfitzgerald@comscore.com
          Anant Mathur
Anant.mathur@smvgroup.com

				
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posted:6/18/2012
language:English
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