cross media optimization for ford, google/metrixlab, uk ... · source: cross media optimization for...

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Cross Media Optimization for FordWhat role do different media types play in the branding process?

Google/Metrixlab

U.K., August 2009

Google Confidential and Proprietary

2

Study Objectives

Role of different media in the branding process

Which media are most effective and efficient

The impact of search in the media mix

Additionally understand:

Effectiveness of all media in campaign, both individually and in combination in building brand

Brand value of a sponsored link (inc. website visit) compared with other offline and online media

Cost effectiveness of all media in campaign, both individually and in combination

Partnership

The Research Project concerning these objectives has been a joint collaboration of Google, Mindshare and Ford and has been conducted by Metrixlab.

Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009


Campaign Overview: Launch of the new Ford Fiesta

TV

Print

Search

DisplayCampaign Objective

To improve the target markets view of Ford Fiesta and to include Ford Fiesta in their consideration set

Outdoor

The New Ford Fiesta

It's Got The Kind Of Body You Can't

Stop Looking At. Discover it Here

Ford.co.uk/Fiesta

Website

3


Methodology

Total sample: N = 5000, Focus Target Group: Women 25-44

Experimental questionnaire. Respondents receive a forced number of exposures (0-3) to sponsored links within search scenarios in a range

of sponsored link positions

Measuring brand and campaign effects.

TV Campaign

Radio

Print & Outdoor Campaign

Online Campaign

Search Questionnaires

Post Measure

Media QuestionnairesInvestigating respondents’ media consumption to enable calculations

of opportunities to see TV, Radio and Print advertising

August September October November December

N=300

Post

Measure

2

N~2350

Post

Measure

1

N~2350

4



Respondents were exposed to different media combinations

• Respondents were exposed to different media combinations to measure the impact of different media vehicles

• A snapshot of the groups included are shown above

5



Search: How did we get a naturally seen ad without forcing an exposure?

We gave respondents 'search tasks' which fit with their typical search habits and were relevant for Fiesta- e.g. " do some research into stylish cars "

– They were not told what specific keywords to search for, and they did not know that the research related to Fiesta

– Different groups were exposed to different levels of Fiesta search activity – from no mentions at all through to a total of 4 exposures

– Those who clicked were taken to the Fiesta website after completing the exercise

4 days gap between exposure to search and survey - to see the LONG TERM effect of the medium

6

4 Day Time Delay

+ =



7

Search can act as a branding tool

100125

225

No Exposure Exposure to

sponsored link

(inc 13% who

visit website)

Exposure to

BOTH

sponsored link

+ website

100

111

145


sponsored link

(inc 13% who

visit website)

Exposure to

BOTH

sponsored link

+ website

Campaign Awareness

Brand Values

•Exposure to a sponsored link (inc. website visit) increases all brand metrics. This brand effect is essentially free.

•For consumers who BOTH see a link and click through to the site the brand effect is significantly multiplied 100 114

288


sponsored link

(inc 13% who

visit website)

Exposure to

BOTH

sponsored link

+ website

Top Of Mind Awareness



8

Position of a search ad is important

% Having seen

(looked at the ad)

5 Sec 6 Sec 7 Sec 8 Sec

1 Sec 2 Sec 3 Sec 4 Sec

% Retention

(Time Spent looking)

•1st Top sponsored position has the highest retention rate

•1st Top sponsored position has the highest % of respondents remembering they have seen the ad



Frequency has a significant impact on click through rate

Click through rateSpontaneous Awareness

Number of Exposures to Sponsored link

•Increasing the number of times respondents have seen the sponsored link increases the click through rate significantly

•Increased frequency also adds to respondents spontaneous awareness of the Fiesta Brand

Number of Exposures to Sponsored link

9


Search vs Other Media Types


11

Additional impact* each media v no exposure each media

Effectiveness= Impact x Reach*

Efficiency = Effectiveness/Budget

Media varies in impact for Top of Mind Awareness (TOMA) metric

• Search is the most efficient media for increasing the awareness metric

•The expense of TV means that its efficiency is reduced – however it is a higher reach medium.

*Impact = Incremental TOMA / person

* Reach of search is estimated at 10% (cannot be measured like other media).

100 100

300

11

100

55

405

100 96

11

Source: Cross Media Optimization for Ford

Study, Google/MetrixLab, Aug 2009


• Search (alone) is 4x more efficient than TV (alone) in raising TOMA

• Search (alone) is 4x more efficient than Outdoor (alone) in raising TOMA

Search is 4x more efficient than TV in raising TOMA

Efficiency (Effectiveness/Budget)

26

•Results are for actual budget levels, differing budget levels would give different results in efficiency

** Search reach has been estimated at 10% reach. Actual reach may be higher or lower giving different efficiency results.

x4x4

405

100 96

12



•Search is more efficient than all media in impacting Campaign Awareness x7 more than TV, x7 more than radio, x2 more than print, x9 more than online display, x4 more than outdoor

Search more efficient than all media in impacting Campaign Awareness


x7

x4

x7

x2

x9

666

100 94

327

72

162

•Results are for actual budget levels, differing budget levels would give different results in efficiency

** Search reach has been estimated at 10% reach. Actual reach may be higher or lower giving different efficiency results. 13

Source: Cross Media Optimization for

Ford Study, Google/MetrixLab, Aug

2009


14

Adding search increases the efficiency of TV, Print, Radio and Online Display in impacting Brand Values

• Search in combination with other media increases all media efficiency

•TV+Search is 11% more efficient than TV alone

•Radio + Search is 35% more efficient than Radio alone

•Print + Search is 45% more efficient that Print alone

•Online+ Search is 50% more efficient than Online alone

+50%

+11%

+45%Without search

With search


+35%


Google Confidential and Proprietary 15

Summary

1Search can positively impact brand metrics of a campaign. Those who

subsequently visit the website are even more positively disposed. TOMA

increased by 2.8 times after visit to the website

2Position and frequency of the search ad are important. Top sponsored and more

exposures will make the search ad more impactful. There is a 16% increase in

spontaneous awareness after 3 exposures

3 Search is more effective than all media in impacting campaign awareness up to

x9 vs online display and 4x more effective than TV in impacting TOMA

4Search in combination with other media makes that media more efficient in

increasing brand values. Up to 35% more efficient Radio + Search vs Radio

alone


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