Presentation to the ARF Print Council

1. Measuring the Effectiveness of Cross Media
Campaigns
Doron Wesly, Millward Brown
Kara Manatt, Dynamic Logic
Print Council
Advertising Research Foundation
March 19, 2008

2. 2
MediaMedia
AgencyAgency
CreativeCreative
AgencyAgency
MediaMedia
CompanyCompany
Advertiser/Advertiser/
BrandBrand
DigitalDigital
AgencyAgency
AgencyAgency
ofof
RecordRecord
MillwardMillward
BrownBrown
MediaMedia
AgencyAgency
CreativeCreative
AgencyAgency
Advertiser/Advertiser/
BrandBrand
DigitalDigital
AgencyAgency
AgencyAgency
ofof
RecordRecord
MillwardMillward
Challenge: align research with client needs
Session with key stakeholders to:
1. Share campaign objectives
2. Determine research objectives
3. Set expectations for outcomes
● How research will be used to make
planning decisions, by whom
● Key performance metrics needed
● Discuss "what if" scenarios
4. Propose solutions that will meet
planning and measurement needs
Stakeholders:
● Agencies
● Advertiser
> Marketing/Media
> Researcher
> Brand Manager
Stakeholder Engagement Process
How can the advertiser most efficiently and effectively use its media budget?

3. 3
Challenge: measure campaign integration
• Copy testing can help advertisers, agencies, and publishers
understand campaign creative strengths and weaknesses
• Holistic copy testing can provide insight about
● Campaign creative integration
● Media audience
Campaigns with integrated creative show a boost on key measures as
media are added to the campaign, while campaigns without integrated
creative may decrease in effectiveness
Case 1:
Integrated creative
Case 2:
Unintegrated creative
One medium Two media One medium Two media
Favorability 50% 67% 37% 29%
Consideration 16% 28% 30% 24%

4. 4
Challenge: measure media duplication
Blended sample from online panel and web intercept
● Panel
> nationally representative magazine and offline media audience
● Intercept
> booster sample for online site(s)
> Targets online and joint print/online audiences
AdScout tracking and survey questions are used to
assess respondent opportunity to see (OTS)
advertising in each medium
● OTS provides measure of media effectiveness tied to media
planning
Panel sample can be used together with OTS to
measure media duplication

5. 5
Challenge: measure magazine OTS & frequency fairly
Magazine OTS determined by:
● frequency of readership for titles where advertising appears
> 3-month screener and frequency are asked for each magazine
OR
● showing magazine issue covers
> Convergent validity has been tested for both approaches
—Cardarelli, Havlena, and Campbell 2005
> Campaign-specific approach is recommended based on media
plan and analytical framework
Account for:
● audience accumulation
● advertising decay accounted for in frequency estimation

6. 6
Challenge: obtain basic campaign effectiveness
measures
• Magazine Publishers of America selected Dynamic Logic to quantify
the attitudinal impact of the Jeep Compass integrated marketing
campaign across TV, magazine, and online
• Magazine OTS was determined by specific-issue readership for titles
where advertising appeared
● 3-month screener and specific issues read were asked for each magazine

7. 7
Opportunity to see advertising in multiple media
increased brand awareness
100
133 136
145
158 164 161
176
0
50
100
150
200
Control TVonly Magazine only Online only TV+Online Mag+Online TV+Mag TV+Mag+On
Aided Brand Awareness

8. 8
Campaign memorability, driven by magazines and
online, was associated with purchase consideration
Purchase Consideration
100
109
122
78
117
165
143
170
0
50
100
150
200
Control TV only Magazine only Online only TV+Online Mag+Online TV+Mag TV+Mag+Online

9. 9
Awareness of Jeep Compass advertising continued to
increase with magazine exposure frequency
Note: TV & online consumption levels, including time periods,
were controlled for between magazine exposure frequency groups
Aided Advertising Awareness
163 156
219
250 256
288
0
50
100
150
200
250
300
Control 1-2 Magazines 3-4 Magazines 5+ Magazines
Number of magazine issues read
Magazine Only Magazine+TV+Online

10. 10
Favorability continued to increase with magazine
frequency among consumers exposed to 3 media
Note: TV & online consumption levels, including time periods,
were controlled for between magazine exposure frequency groups
Brand Favorability
135
165 165
150
185
225
0
50
100
150
200
250
Control 1-2 Magazines 3-4 Magazines 5+ Magazines
Number of magazine issues read
Magazine Only Magazine+TV+Online

11. 11
Magazines alone or in combination with online were
most cost-efficient
TV Magazine Online TV + Online
Mag +
Online
TV + Mag
TV + Mag +
Online
Aided Brand Awareness 236 100 131 282 133 314 207
Aided Ad Awareness 434 100 167 1666 147 380 212
Message Association 186 113 115 644 100 239 322
Brand Imagery
Attribute A ** ** ** ** 100 461 301
Attribute B ** 183 ** ** 100 238 199
Attribute C ** 156 ** ** 100 204 215
Attribute D 1914 ** ** ** 100 553 232
Attribute E ** 163 ** ** 100 646 242
Attribute F ** ** ** ** 100 500 586
Brand Favorability 594 112 ** 2496 100 330 317
Purchase Consideration ** ** ** ** 100 1887 960
Calculated Cost-Per-Person (CPP) by Metric and Exposure Cell
Note: Costs are indexed to most efficient media combination (CPP = 100) for each metric

12. 12
Challenge: general conclusion about integrated
campaigns
• Dynamic Logic has conducted 200+ cross-media
campaign evaluations
• 32 were identified for analysis in 2007
● Studies contained unique measurements consisting of
television, magazine, and "standard display" internet
advertising placements
● Comparable in terms of target audience composition, reach
& frequency, seasonality, flight time, and type of magazine
● Over 300,000 respondents across the studies

13. 13
7.6
9.8
2.9
4.6
3.7
1.6
1.0
5.7
8.3
7.3
7.0
3.9
4.4
1.7
3.4
0
5
10
15
20
25
30
35
Aided Brand
Awareness
Advertising
Awareness
Message
Association
Brand
Favorability
Purchase Intent
TV Online Magazine
Magazines are strongest driver of persuasion, while
maintaining strong levels of awareness generation
AverageDelta
*Consumer magazines were used in this test across various categories. Trade
publications were excluded from this analysis
Source: Dynamic Logic CrossMedia Research N=32 2004 - 2007
Delta = Exposed - control
17.0
22.5
9.0
11.8
12.6
Incremental Effect of Medium on Brand Metrics: Overall Studies
Average Percentage Point Increase over Unexposed (Control) Baseline

14. 14
CPG campaigns exhibit larger increase in awareness; TV is
particularly strong at increasing Message Association
• Magazines are a memorable medium for this category and
demonstrate consistent results with the aggregated dataset
Source: Dynamic Logic CrossMedia Research N=14 2007
Delta = Exposed - control
7.2
11.0
2.6 3.5
3.5
2.0
2.5
4.3
8.6
7.1
6.6
6.3
4.8
1.8
3.8
0
5
10
15
20
25
30
35
Aided Brand
Awareness
Advertising
Awareness
Message
Association
Brand
Favorability
Purchase
Intent/
Consideration
TV Online Magazine
*Consumer magazines were used in this test across various categories. Trade
publications were excluded from this analysis
AverageDelta
Incremental Effect of Medium on Brand Metrics: CPG Studies
Average Percentage Point Increase over Unexposed (Control) Baseline
15.0
24.4
11.9
11.7 12.6

15. 15
• Millward Brown implemented a cutting edge research design to
evaluate media interactions (print, online) and the effect on targets
for a major pharmaceutical brand
Challenge: model entire communication flow
Total
Communication
Online
Consideration
Magazines
Awareness
Online
Magazines
Exposure

16. 16
Media reached the majority of the target consumer
population – primarily through print
Duplicated Mag-Online
Reach: 8.2%
Frequency: 4.5
Magazines Only
Reach: 49%
Frequency: 1.2
Online Only
Reach: 8%
Frequency: 2.6
• Most of the reach for the campaign
was achieved via magazines.
• Online extended the campaign
beyond the print audience.
• The average frequency achieved for
those reached only by magazines
was quite low, at 1.2.
• Given the positive synergistic effect
of online and magazines, working
to achieve a higher frequency in
the print campaign would have a
positive impact on the key metrics.
• Given the low average frequency
for magazines, wear-out was not
an issue.

17. 17
Print advertising had good impact on awareness,
but synergy was evident
Note: Magazine R/F as planned for Nov 2006: 54%/2.2
34%
0%
20%
Unaided
Awareness
Aided Brand
Awareness
Measured
Reach/Average
Frequency of
Exposure
0 1.2 2.6 4.5
No Media
Exposure Magazine Only Online Only
Magazine
& Online
28%
44%
49%
19%
37%
8%
43%
62%
8%

18. 18
Campaign media implications
1. Magazines & online
● higher frequency of exposure would lead to more positive
impact in terms of awareness, especially among prospects.
2. Online
● adds unique reach to the media plan
● frequency levels may be too low, on average, to achieve
an impact on its own.
3. Modeling
● Suggest high frequency levels (over 5) are needed to drive
a change in awareness for magazines alone.
4. Duplication
● increasing exposure to both print and online media
strengthens the positive impact of the advertising because
of synergy and frequency of exposure.

19. 19
Challenge: What’s next?
• Modeling of media and creative effectiveness to
improve campaign optimization
• Volume of cross media studies makes more
advanced normative analysis possible
● Multivariate analysis of campaign effectiveness drivers
● Quantifying media synergy
● Understanding frequency effects across media at the
consumer level
● Ongoing in market cross media measurement
> intra media
> inter media

20. 20
Final thoughts
● Campaign objective
> brand, media, agency
● Creative impact
> on campaign
● Media impact
> individually & synergistically
● Analyze media delivery
> reach
● Scenario planning
● Normative analysis

21. 21
Thank you
● Doron Wesly, doron.wesly@us.millwardbrown.com
● Kara Manatt, karam@dynamiclogic.com