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![MEDIASCOPE EUROPE 2010: EUROPEAN MEDIA USE
THROUGHOUT THE DAY
Q1b/2b. What times of the day do you typically…during week?
Watch TV Use the Internet via PC or laptop Use the internet via mobile or PDA
84%
71% 73%
68% 66%
54%
45%
50%
27% 39%
25%
22%
06:00 to 10:00 10:00 to 17:30 17:30 to 21:00 21:00 to 06:00
[Base: All Europeans across 15 markets covered using each type of media]
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members](https://image.slidesharecdn.com/day21215panelbettertogethertvonlinevideo-110802053701-phpapp01/75/Day2-1215-panel_better_together_tv-online_video-5-2048.jpg)
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Day2 1215 panel_better_together_tv+online_video
The document discusses research on the combination of online and traditional media. It finds that 61% of people use the internet while watching TV, and ads shown across both TV and online led to an average uplift of 14% in brand metrics. Specific examples show increases in awareness, purchase intent, and purchase frequency for automotive, financial, and FMCG brands that used combined TV and online campaigns. The remainder of the document focuses on measuring the success of combined campaigns and a case study on a Cadbury Creme Egg campaign that saw a 51% increase in sales.
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- 1. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA BETTER TOGETHER? TV + ONLINE VIDEO Chaired by Guy Phillipson, Chairman IAB Europe PAU CASALS, 12.15pm – 13.15pm
- 2. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA A bit of background…
- 3. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Pan Euro & TV and Online Consumption
- 4. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Mediascope Europe 2010 Pan-European Results Media by Day Part
- 5. MEDIASCOPE EUROPE 2010:EUROPEAN MEDIA USE THROUGHOUT THE DAY Q1b/2b. What times of the day do you typically…during week? Watch TV Use the Internet via PC or laptop Use the internet via mobile or PDA 84% 71% 73% 68% 66% 54% 45% 50% 27% 39% 25% 22% 06:00 to 10:00 10:00 to 17:30 17:30 to 21:00 21:00 to 06:00 [Base: All Europeans across 15 markets covered using each type of media] The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members
- 6. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Headlines from Landmark IAB/Thinkbox research
- 7. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA 61% Online while watching TV Don't Everyday 36 Second most popular 47 activity after eating 3 while watching TV! Less often 14 Weekly
- 8. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Campaigns: Auto, Finance and Packaged goods Autos Finance FMCG
- 9. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Headline Finding When TV and Online ads were used together, the average uplift across all brand metrics for all tested categories was;
- 10. FOR ALL CATEGORIESACROSS SOFTER METRICS % Agree ‘I feel I know this brand really well’ Seen TV only or Online only Seen Both Seen Neither TV nor Online = Significantly higher = Significantly different 79 to group who’ve seen 71 neither TV nor Online 60 57 46 43 32 30 18 Finance category average Car category average FMCG category average Uplift among those exposed to both TV + +14% +17% +8% Online : points points points Significantly higher levels of agreement with brand metrics, amongst those who have seen TV and online advertising The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members Base : 25-54 Responsible for insurance/credit cards (1,002)
- 11. AS WELL ASHARDER METRICS SUCH AS PURCHASE % Agree: ‘I am likely to buy/use this brand in the future’ Seen TV only or Online only Seen Both Seen Neither TV nor Online = Significantly different to group who’ve seen neither 77 TV nor Online 69 = Significantly 56 higher 51 45 25 25 19 18 Finance category average Car category average FMCG category average Uplift among those exposed +20% +26% +8% to both TV + points points points Online : The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members Base : 16-34 ads main shoppers (1,004)
- 12. FMCG: PURCHASE FREQUENCYRAISED CONSIDERABLY % Agree: ‘I am likely to purchase more frequently’ Seen TV only or Online only Seen Both Seen Neither TV nor Online = Significantly different to group who’ve seen neither TV nor Online 65 = Significantly 53 higher 49 37 39 29 FMCG category average Cadbury Creme Egg Uplift among those exposed to both TV + Online : +16% +16% points points The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24
- 13. THAT WAS THEN… NOW WELCOME OUR PANEL - Laurent Delaporte - V P of Microsoft Advertising, EMEA - Phil Macauley - MD, Quantcast - Anthony Rhind - Co-Chief Executive Officer, Havas Digital - Steve Brown - Sales Director, Yahoo! The European Trade Association of the digital and interactive marketing industry representing the National trade associations and Corporate members
- 14. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Why is TV and online such a potent combination?
- 15. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA VOD and Beyond
- 16. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Measuring Success: What tools are we using now?
- 17. TOGETHER FOREVER? ONLINE +TRADITIONAL MEDIA
- 18. Consumer Connect ina nutshell #1 #2 TARGET MEASURE sales impact on most relevant advertised brand consumers based on purchase history using actual sales data
- 19. The Results inthe UK so far 7 Categories so far… CONFECTIONARY +41% sales difference (average first 9 campaigns) PERSONAL CARE (x3) Exposed Control DRINKS ALCOHOL 2.93 ROI CARBONATED BEVS HOUSEHOLD GOODS spent on media return in sales DAIRY PRODUCTS
- 20. OUR FIRST UKCASE STUDY OBJECTIVE In a highly competitive seasonal +51% environment, Cadbury wanted to sales difference drive sales of their Creme Egg product TARGET Buyers of Creme Egg products in the previous Easter season as well as buyers of seasonal competitive 3.23 ROI chocolate egg products MEDIA 15 million impressions
- 21. TiVo® PowerWatch™ forQuantcast Cross-Media Analysis & Reporting Quantcast sees entire Internet TiVo® Research Product powered by Quantcast offers insight into: TiVo® Panel • Overlap and the combined reach and frequency of your content and advertising • Downstream behavior and the extent to which TV advertising exposure drives subsequent Internet activity such as paid search site visits and purchases TV Universe 21 © Quantcast 2010. Confidential.
- 22. Credit Card AdvertiserSite Visitors– Program Affinity Advertised in column shows where the potential opportunities are for TV ad placements 22
- 23.
- 24. Most effective channeldriving credit card applications • TV & Web combined drives the most Approved Applications • TV Only group provides broad reach • Web Only group is good at driving site traffic Compared to audience exposed to TV ads only x 4.7 Site Events x 5 Completed Applications x 3.9 Approved Applications Compared to audience exposed to TV ads only x 5.7 Site Events x 3.7 Completed Applications x 2.5 Approved Applications 24
- 25. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA And what's coming?
- 26. TOGETHER FOREVER? ONLINE + TRADITIONAL MEDIA Thank you!