BVDW / IAB Germany - Leibniz Choco Crunchy

Carola Lopez
Mobile and online – Cross-media success strategies for digital
advertising campaigns
Results of BVDW’s cross-marketer advertising effectiveness study on the “Leibniz Choco
Crunchy” product launch

| 01/03/2013 | mobile and online – cross-media success strategies for digital advertising campaigns
Executive summary
For the first time ever, the question of how a combined online and mobile campaign influences
the advertising effectiveness for the consumer has been pursued in Unit Mobile Advertising’s
comprehensive advertising study within the Bundesverband Digitale Wirtschaft (BVDW) e.V. The
cross-media study has been supported by the Online Marketing Association (OVK) in the BVDW.
Using an innovative research approach, the interviewees’ contacts in the cross-media campaign
in FMCG (fast moving consumer goods) on online and mobile sites could be clearly identified and
matched. Within the framework of follow-up related interviews, the individual effects, as well as
the cross-media effect of both the online and mobile advertising materials were examined
closely.
The results of this study clearly prove that the campaign for the “Leibniz Choco Crunchy” product
launch was able to positively influence the relevant indicators of advertising effectiveness.

Study design
Page 3 | 01/03/2013 | mobile and online – cross-media success strategies for digital advertising campaigns

Partner and service provider
Nine notable marketers of the Unit Mobile Advertising (MAC) and the Online Marketer Association
(OVK) in the BVDW were involved in this study: Axel Springer Media Impact, G+J Electronic
Media Sales GmbH, InteractiveMedia CCSP GmbH, IP Deutschland GmbH, iq digital media
marketing GmbH, OMS Vermarktungs GmbH & Co. KG, Tomorrow Focus Media GmbH, United
Internet Media AG and YOC AG.
Institut d.core GmbH has been responsible as service provider for study concept development
and coordination and data analysis; technical tracking has been provided by Meetrics GmbH;
Payback provided the online access panel.

Method
The study lasted 20 days. For the purpose of the study, Payback’s online access panel was
consulted.
All advertising media on both the marketers’ online and mobile sites were provided with a
corresponding tag for contact measurement. This made it possible for information regarding
contact to advertising materials to be measured with the panel, including the timestamp and
contact number.
Starting Week 2 of the campaign, panelists with campaign contact were invited to participate in
an online survey measuring the advertising effects of the campaign. Also, a control group was
consulted. Based on the tracking data, four examined groups were identified ex post:
1.Control-group (without campaign contact), N=848
2.Online-only group, N=672 ( contacts: 3.64)
3.Mobile-only group, N=410 ( contacts: 3.48)
4.Cross-media group (online and mobile), N=112 ( contacts total: 10.19;  contacts online
6.07;  contacts mobile 4.56)

Method

Test campaign
In order to gauge the advertising’s effectiveness, the “Leibniz Choco Crunchy” product was
launched within the framework of a broad-based online and mobile campaign. The campaign was
conducted from 1 October 2012 to 21 October 2012. The budget for online and mobile marketing
was approximately €120,000.
The campaign was promoted on a total of 59 premium sites: 32 were online and 27 mobile. The
campaign used large-scale types of advertising such as wallpaper and billboard ads online and
2:1 ads on mobile sites.
The advertising materials created were geared towards the respective medium, yet the basic
message was very similar.

Test campaign online
Every bite is a crunch!
Crunchy biscuit.
Crispy flakes.
Delicious chocolate.
Choco Crunchy
NEW!NEW!

Test campaign mobile
Crunchy biscuit.
Crispy flakes.
Delicious chocolate.
Choco Crunchy
NEW!

Test campaign online (e.g. RTL, Billboard ad), mobile (e.g.
MTV, 2:1 ad)
Choco Crunchy

Study profile

Results

Key results of study
As individual channels, online and mobile advertising increase the effectiveness of a
campaign considerably.
However, the cross-media combination of both channels is the most effective, because
the total effects are the most visible.
In addition, the mobile channel shows a considerably high conversion rate - ads placed
on mobile sites (too), seem to be best able to engage the user in further activity with the
advertised product.

Comments from our partners
Hans-Peter Pfaff, Media Manager Europe, Bahlsen:
The results of this study strikingly tell that using digital channels in media planning
can lead to a considerable increase in advertising results, especially when taking into
account using cross-media strategies. The conversion rate of the “Leibniz Choco
Crunchy” mobile campaign serves as an important argument in favour of advertising
in a mobile environment.
Andrea Eckes, CEO, d.core
The results deliver crucial insights for the future planning of online and mobile
campaigns. The conversion rate of mobile campaigns corresponds to the conditions
of use. It is, therefore, of crucial importance to consider these when creating
campaigns, like Bahlsen did with their product “Leibniz Choco Crunchy”.

Compiled indicators of advertising effectiveness
Indicators of Advertising Effectiveness
Advertising memory
• Recall
• Recognition
Brand proximity
•Brand awareness
• Image and brand likeability
Creation • Liking the advertising materials
Conversion
• Willingness to buy
• Call-to-action

Unsupported and supported advertising memory
Unsupported recall:
One in four of those
who have had online
and mobile contact,
said they had seen
advertising by Leibniz
(+70.6%).
Supported recall:
With 42.6%,
advertising memory is
the highest within the
cross-media group
(+31.9%).

Advertisement recognition
Recognition inquiry
only considers those
contact groups which
accounted for a
measurable contact to
a particular ad (online
/ mobile).
Cross-media contact
increases recognition
substantially in both
cases (+17.1% bzw.
+34.5%).

Unsupported and supported brand awareness
Online and mobile
increase brand
awareness of both
supported and
unsupported inquiries.
Again, cross-media
contact groups show
the highest rates
(+39.6% and +9%
respectively).

Brand likeability
Online campaign
contact shows an
increase of brand like-
ability of 4.1%;
mobile contact even
higher, namely 5.9%.
The largest impact,
however, can be seen
in cross-media contact
(+14.5%).
Source: Unit Mobile Advertising (MAC) in the BVDW
Question: “How well-liked are the following products?”
(Reply: “Leibniz Choco Crunchy”);
Number of cases: Control n=424, Online n=356, Mobile n=214, Cross-media n=61
Control group
Online-only group
Mobile-only group
Cross-media group =extremely
likeable
=not at all
likeable

Image: “Crunchy and delicious”
The Online-only group
shows an image
increase of 3.9%; the
Mobile-only group
7.6%.
Again, the
combination of both
channels seems to be
particularly effective:
59% of the cross-
media group agree
with the statement
(+8.7%).

Creation - Favourable advertising materials
Online ads and mobile
ads show similar
tendencies in terms of
appeal; however
mobile banner receive
better scores in total.
Question: “In your opinion, which of the following statements apply to this ad?” (Top 2 box);
Number of cases (excluding “cannot see any ads right now”): Control n=836, Online n=667, Mobile
n=400, Cross-media n=111 /
Control n=829, Online n=662, Mobile n=394, Cross-media n=110
The ad ...
is easily understandable
is clearly structured
fits the theme perfectly
has a pleasant design
is very eye-catching
makes you curious for more
makes you feel great
is informative
encourages browsing
Online-only group: Favoured advertising materials Mobile-only group: Favoured advertising materials

Willingness to buy
Mobile contact
significantly increases
the willingness to buy
the advertised brand
next time you find
yourself in a shop
(Mobile only +50.7%,
Cross-media +29.2%).
Control group Online-only group Mobile-only group Cross-media group
Question: “How would you rate the chance ... ?” (Top 2 box);
Number of cases: Control n=356, Online n=310, Mobile n=194, Cross-media n=52 (subgroup of present non-consumers)
... to buy “Leibniz Choco Crunch” next time you find yourself in a shop?

Call to action
Mobile contacts
significantly increase
the willingness
• to try other Leibniz
products,
• to stay informed
about the advertised
product,
• and to promote (and
recommend) Leibniz
Choco Crunchy.

Description of the sample

Sample – Age and gender
The four examined
groups show strong
similarities regarding
social demographics,
media usage, and
biscuit and waffle
consumption
Gender Age
Question: “Are you ... ?” / “How old are you?”; Number of cases: Control n=848, Online n=672, Mobile
n=410, Cross-media n=112
Male
Female
under 29
years old
30 to 39
years old
40 to 49
years old
50 years
and older

Sample – Employment and job position
The four examined
groups show strong
media usage, and
biscuit and waffle
consumption
Employment Job Position
employed full
time
employed part
time
unemployed
or
job-seeking
employee or
tenured official
executive employee or
senior tenured official
Skilled worker or
worker
freelancer or
independent
contractor
other
Question: “Are you currently employed?” / “Which of the following describes you best?”;
Number of cases: Control n=848, Online n=672, Mobile n=410, Cross-media n=112

Sample – Smartphone Internet usage
The four examined
groups show strong
media usage, and
biscuit and waffle
consumption

Control sample – Frequency of sweets consumption
The four examined
groups show strong
media usage, and
biscuit and waffle
consumption

Carola Lopez
Head of Market Research
BVDW e.V.
Berliner Allee 57
40212 Düsseldorf
Phone +49 (0) 211 600456/27
Fax +49 (0) 211 600456/33
lopez@bvdw.org
www.bvdw.org
Contact
© 2013 | Bundesverband Digitale Wirtschaft (BVDW) e.V.

BVDW / IAB Germany - Leibniz Choco Crunchy

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