iab colgate digital multiplier

7/28/2019 IAB Colgate Digital Multiplier

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Online Explodes!Demonstrating the multiplier effect of online

in conjunction with other media



2

Campaign

BackgroundIn March 2010, Colgate launched WISP, a new product designed toexpand usage occasions in the oral care category. WISP is a small,portable, single-use toothbrush to clean teeth and freshen breath foron-the-go occasions.

The launch campaign was supported by TV, magazine, Online, andOutdoor activity

Media Buying Target: People age 18-39

Background



3

TVC:



4

Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging

On a Date

TVC



5


On a Date



6


Out with Friends




Out with Friends




Professional/Career



WISP Media Laydown and Research Timings

Research sample :

Panel & WebIntercept

Pre-ControlResearch

Panel = 18-39 National Representation

Web Intercept = Australian visitors to campaign sites

F M A M J J A S O N D

Media launch

2010

In-Market Interviewing

• TV, Online, and Outdoor kicked off the campaign in March, with Magazine starting in April



Research

Goals

To understand:

• The contribution of each medium to the impact on key brand metrics

•How each media combination impacts key brand messaging

How? CrossMedia Research™, an in-market advertising effectiveness measurement tool,to determine exposure effects at shifting attitudinal metrics and develop mediainsights for future strategy

Who? Sample = Media Buying Target: People age 18-39

• Total recruitment sample size of n=5,525

When? Sampling occurred between Feb 15th July 30th 2010

Research Objectives



The Methodology: Pre and In-Market Campaign Sampling



The Cross-Media Cell-Based Approach

Pre Stage

“Baseline” cells

During/Post Stage

“Exposed” / OTS cells

MATCHED CELL DESIGN – BASED ON

MEDIA CONSUMPTION

Using the final media delivery, respondents are assigned to discreet media cells based

on media consumption patterns in both pre and during samples*

* Final cells derived will be dependent on achieved

reach and duplication across media

TV only TV only

TV + Online TV + Online

TV + Online +

Magazine

TV + Online +

Magazine

These cells

are different

groups of

people

Detailed media consumption questions and

online cookie exposure determine likelihood

of Opportunity To See the campaign across

each media

TV +Magazine

TV +Magazine



The Cross-Media Cell-Based Approach

39%48%

Baseline Exposed

∆ +9

Pre Stage

“Baseline” cells

During/Post Stage

“Exposed” cells

MATCHED CELL DESIGN – BASED ON

MEDIA CONSUMPTION

Results are then analysed by the difference (delta) in brand metrics between pre and

post cells within each media / media combination

31% 35%

Baseline Exposed

∆ +4

Purchase Consideration

The deltas are

then compared

between media

combinations

TV only TV only

TV + Online TV + Online

TV + Online +

Magazine

TV + Online +

Magazine

TV +Magazine

TV +Magazine

*Example data*



TV only: 24%

TV + Magazine : 38%

Magazine only :

9%

TV + Magazine+ Online: 11%

TV + Online: 7%Online only: 1%

Magazine + Online:3%

Sour ce: mec and Dynamic Logic Panel data based on random duplication

Outdoor reach and duplication not available

Total Reach: 93%

Online and

Magazine add

approximately

13%

incremental

reach above

TV

Estimated Reach and DuplicationAmongst 18-39s



Total Impact • What is the impact of exposure to any element of the campaign?



Launch activity has created strong awareness andgenerated interest in the product

Denotes significant increase at .90CL

‘Just brushed clean. Anytime, Anywhere’

Total Impact (exposure to any medium): Product Metrics

or or or

21.319.5

24.5

11.0 10.4

0

10

20

30

40

Aided BrandAwareness

Control = 1498 OTS = 1239

Campaign AdAwareness


MessageAssociation


BrandFavourability


PurchaseIntent


Percent Impacted Delta ( Δ ) (% Exposed minus % Control)



Total Impact (exposure to any medium): Product Associations

Key brand associations communicated by theactivity

ColgateWISP...

or or or


Key Attribute 1


16.6 17.2 16.4

10.47.7

0

10

20

30

40


Key Attribute 2


Key Attribute 3


Key Attribute 4


Key Attribute 5




CrossMedia Results By Cell• What is the impact of exposure to different media

combinations within the campaign?



TV Only%

(A)

TV+ Online%

(B)

TV+ Print%

(C)

TV+ Print +Online

%

(D)

Age

18-24 28 B 18 41 AB 32 B

25-29 18 26 A 22 28 A

30-34 26 26 19 23

35-39 29 CD 30 CD 19 17

Gender

Male 56 CD 60 CD 34 D 17

Female 44 40 66 AB 83 ABC

Location

Metro 67 70 69 79 ABC

Regional 33 D 30 D 31 D 21

Annotations A/B/C/D indicate statistically significant differences between groups at a 90% confidence level

TV Only and [TV + Online] placements targeted older(30-39s) – [TV + Mag] and [TV + Mag + Online] hittingyounger female audience



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TV able to generate product Awareness in its own right, howeversignificant improvement in lifts with addition of touchpoints

• Exposure to TV, Magazine, and Online activity results in increases significantly higher than

any other media combination – A result of media multiplier effect (NB: not a reflection of

reach) Aided Brand Awareness

Q: Have you heard of the following brands of toothbrushes?

TV-Only

(A)

TV+Online

(B)

TV+Print

(C)

TV+Print+Online

(D)

19.4

27.624.2

50.9

0

10

20

30

40

50

60

B=688,

OTS=448

B=238,

OTS=400

B=768,

OTS=143

B=217,

OTS=128

TV exposure deliversan Awareness

increase of 19%

Exposure to all threemedia delivers 51%increase in Awareness

– a significantly stronger movement vs

any other mediacombination (denoted

by A/B/C)

Exposure to Online

and TV raises Awareness at significantly higher level than TV alone

(denoted by ‘A’)

A

ABC


Denotes significant differences between media combinations at .90CL A/B/C/D




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Across multiple CrossMedia Studies, Onlineadvertising was strongly associated with bothadvertising and brand awareness



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When Online added to Print + TV the impact is significant inbuilding Ad Memories

Total Ad AwarenessQ: People may see, hear or read about toothbrushes in many different places. Have you seen, heard or read anything about

the following brand(s) of toothbrushes anywhere recently?

TV-Only

(A)

TV+Online

(B)

TV+Print

(C)

TV+Print+Online

(D)

17.920.8

26.6

45.8

0

10

20

30

40

50

60

B=688,

OTS=448

B=238,

OTS=400

B=768,

OTS=143

B=217,

OTS=128

A

ABC






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TV-Only TV+Online TV+Print TV+Print+Online

Delta ( Δ ) Delta ( Δ ) Delta ( Δ ) Delta ( Δ )

+/- +/- +/- +/-

A B C D

Key Attribute 1

Key Attribute 2

Key Attribute 3

Key Attribute 4

Key Attribute 5

Sample Sizes: Baseline=

688

OTS=

448

Baseline=

238

OTS=

400

Baseline=

768

OTS=

143

Baseline=

217

OTS=

128

Addition of Online exposure to TV and Print magnifiesbrand associations

WISP AssociationsQ: Please indicate how strongly you agree or disagree with the following statements about Colgate WISP



+14.7

+14.5

+14.4

+9.8

+7.3

+18.4

+17.8

+16.2

+7.5

+5.9

+25.4

+23.5

+26.2

+18.0

+13.6

+43.0

+43.4

+41.9

+28.8

+25.2

A

AB

AB

A

B

ABC

ABC

ABC

ABC

ABC




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Incremental impact of TV on building Aided Awareness startsdeclining at a frequency of 7 – Online shows continuedincremental improvement beyond 10 exposures

* NB: Purchase Intent

shows no signs of

diminishing returns

across media Frequency of Probable Exposure

I n c r e m e n t a l L

i f t i n A i d e d B r a n d A w a r e n e s s

Incremental Gain in Aided Awareness by Frequency

TV

Online

Mags

%

1.36 1.51

1.671.83

1.992.15

2.312.45

2.562.66

2.72

3.01

3.29

3.55 3.76

3.92 3.99 3.99 3.91

3.76

1.882.01

2.142.27

2.392.50

2.60 2.67 2.71 2.72

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

0 1 2 3 4 5 6 7 8 9 100(Baseline)

7x

13x

10x

= Point of diminishing returns

Aided Brand AwarenessQ: Have you heard of the following brands of toothbrushes? • Higher inflection points a

function of launch status of the

product – More established

brands generally show

diminishing returns at lower

frequency levels



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Multi Media can increase campaign response, and reduce

wastage at higher frequencies

CrossMedia Research TM Case Study – European Food and Drinks Brand

A multi media campaign can efficiently manage

diminishing returns in individual media and

keep the campaign as a whole delivering for

longer

However, all media have diminishing returns in

terms of the reach and effectiveness gains per

additional dollar spent and the trick is

judiciously adding fresh content or other

media before this point



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Client Point of View:

Caroline Skelley, Media Director



Online Explodes!Demonstrating the multiplier effect of online

in conjunction with other media

iab colgate digital multiplier

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