2. Thanks For Inviting Us To Talk About Transformation 2 And thanks to the AAAA and ANA for pointing out what needs to be transformed: Survey: Metrics Biggest Integration Obstacle KarleneLukovitzWhile 59% of client-side marketers are satisfied with their companies' progresstoward integrating traditional and digital media, most also agree that inadequate metrics continue to be the biggest impediment to honing the media mix, a new survey of 294 Association of National Advertisers and American Association of Advertising Agencies members has confirmed. "Agencies and clients alike need to work together to educate internal and external constituents to demonstrate the value of well-thought-out multichannel approaches," summed up 4A's president/CEO Nancy Hill. 2009
3. Information that is more… Q. What Kind Of Metrics Will It Take For Well-Thought-Out Media Integration? 3 A. Comprehensive Granular, and Accurate than ever available so far.
6. Previously Advertisers And Their Agencies Needed To Choose Between… 6 Small but interesting studies with lots of detail for a few consumers Huge databases with virtually no human beings at all, where everything is reduced to a number OR Now let’s look at two people who show how we can cut across these two options
7. 7 TheContextIn Which We Can Understand People Like Joe And Anne Consumer characteristics Categoriesand brands Locations Withwhom Mediaexposure Life activities Demos+ Demographics Psychographics Lifestyles+
13. Multimedia Measurement Has Been Coming Of Age On Both Sides Of The Atlantic Observation Ball State University eDiary IPA TouchPoints 13
14. Ball State Pioneered The Observational Method For Media Research 14 Dana smart keyboards equipped with a custom “media collector” program 2,000 days already observed Data are generally logged to file every 10 seconds The data is unprecedented: comprehensive, granular and accurate
16. Observation Demonstrated Real-Life Complexity By Being Both Granular And Comprehensive 16 Any Media Exposure Can Be: Concurrent With Another Life Activity Concurrent With One or More Other Media TV & Video Games Meal prep &eating Household activities Work Audio Personal needs Or Concurrent with Both Exercise Shopping Care of another Computing Phone Traveling/Commuting Organizations& Other Religion Print Education Environmental/Other Social activities
17. Ball State Has Been Working With Sequent Partners Since 2005 17 Our joint work on the CRE’s Video Consumer Mapping Study was particularly high in profile The consumer at the center of a complex media environment
18. The VCM Study Was Highly Influential 18 “The results of the video consumer study may intrigue advertising clients ahead of the upfront season for ad sales. The researchers found that the number of minutes with media is almost identical for every age group.” “The study will no doubt give ballast to broadcasters and cable companies, which have labored to convince advertisers that viewers are not skipping ads as much as conventional wisdom suggests they do. One finding could send chills across backers of other traditional media outlets.” “The findings provide an eye-opening benchmark for the media and advertising industries that are struggling to understand consumer media behavior for media plans.” “Conducted over a year, the Consumer Mapping Study is the largest of its kind. The CRE decided that the only way to objectively find out how people consume media throughout the day was to use a consumer-centric approach that was truly media neutral.” “While ad agencies and industry associations have looked at consumer’s TV habits previously, this data is creating a buzz on Madison Avenue because it comes from a single source and is so comprehensive.” “In addition to looking at how video is consumed today, the researchers peer into a crystal ball known as a Media Acceleration Study.” Source: The Council For Research Excellence Video Consumer Mapping Study 2009
19. The Company Was Created To Align Resources For A Powerful Combination Ball State observation research timeline Middletown Media Studies II Middletown Media Studies I Media Acceleration Project Video Consumer Mapping Study Council for Research Excellence Pilot Study 2004 2007 2005 2006 2008 2009 Initial exploration of linking eDiaries and observation BSU Relationship With MBI US Network specific(e.g. ESPN) New Syndicated Multi-Method Multimedia Opportunities Establishing the company 2008 2009 Global TBD IPA TouchPoints timeline Licensing deal with IPA UK 2004 2007 2005 2006 2008 2009 TouchPoints 1 TouchPoints 2 TouchPoints 3 19
27. To Prove There Are “Apps for Everything”… 24 We’re delivered a new app first to an iPhone, but we can run this on any kind of mobile device Source of images: apple.com
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30. We Focused On Providing A Great User Experience – Tested In Lab Conditions 27 Simple navigation Clear reminder of the time period covered Icons bring ideas to life, making it friendly Clear reminder of where people are in the diary
31. Questions Cover A Wide Range Of Media-Related And Other Behaviors 28 Where With Whom Activities Media
32. Questions Cover A Wide Range Of Media-Related And Other Behaviors 29 Communication Search E-Reading
34. 31 Anne’s Weekdays Share of total eDiary entries Consumer characteristics Categoriesand brands Locations Withwhom Mediaexposure Life activities 47 years oldSocial workerHH 100-150K2 kids Average mood: 76 (1-100) Average alertness: 68 (1-100)
35. 32 Joe’s Weekend Days Share of total eDiary entries Consumer characteristics Categoriesand brands Locations Withwhom Mediaexposure Life activities 29 years oldSales, no kidsHH 100-150K Average mood: 90 (1-100) Average alertness: 71 (1-100)
36. 33 Beer/Ale User Weekends Share of total eDiary entries Consumer characteristics Categoriesand brands Locations Withwhom Mediaexposure Life activities 73% maleAvg. age 34 Avg. HH size:3 HH 40-45K 55% part time Average mood: 77 (1-100) Average alertness: 48 (1-100)
37. Asking And Answering New Questions 34 When IsThe Whole Family Together? Can I reach people while they eat lunch at their desks? When Are They In The Mood For My Anti-Smoking Message?
Today’s media consumer is living proof that considering one medium at a time is not enoughEstablished for-profit company in mid-2008…To provide a range of media and advertising research services in multi-media measurementExclusive relationships with BSU and IPABSU pioneered use of observation for media research; further developed with Sequent PartnersWhy? Simply exceeded consumers’ ability to tell us what they do. And “Integrated planning requires integrated research”
What are the right circumstances and the best times to advertise car child-safety features? When the family is all together, feeling relaxed, traveling in a car What else are young professionals doing while they eat lunch at their desks? What kind of mood are they in? Are they alone? Are they online shopping? Reading a newspaper or magazine? Are they on Facebook? And what are they eating? When and where are smokers when they’re most anxious and needing a cigarette? When are they most likely to feel guilty about not being able to quit?
