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Five ways to use syndicated research to measure advertising effectiveness Experian Simmons DataStream SM An Experian Simmons white paper Five ways to use syndicated research to measure advertising effectiveness Executive summary Advertising effectiveness measurement is a top priority for marketers, but measurement programs have left much to be desired — until now. With the introduction of Experian Simmons DataStream, the industry’s first syndicated research service for measuring advertising effectiveness, marketers now have the ability to track their advertising campaigns on a weekly basis.This white paper provides five examples of how Experian Simmons DataStream can be used to measure advertising effectiveness by monitoring shifts in consumer behavior, attitudes, opinions, and brand usage. SM Page 1 | Five ways to use syndicated research to measure advertising effectiveness Five ways to use syndicated research to measure advertising effectiveness Rapid shifts in media and advertising consumption challenge marketers Today, media, marketing and advertising professionals are forced to operate in an extremely challenging environment. Media and advertising consumption is constantly being transformed by new technology. For example, consumers are now less faithful to one medium, switching freely between old and new formats, due in part to developments like the transferability of video across multiple screens. In addition, new developments and rapid changes in consumer opinions, attitudes and behavior — heightened by the still hostile economic environment — make it difficult for marketers to keep pace with their increasingly fragmented target audience. Improving advertising effectiveness measurement is a market imperative The above-mentioned challenges have created an increased need for accurate, timely and relevant consumer insights and advertising measurement data. Marketers must demonstrate that money spent on marketing efforts drives measurable results. According to Forrester Research, two of marketers’ top challenges are: • Measuring the effectiveness and efficiency of their media strategy. Media strategy effectiveness and efficiency measurement is top-of-mind for 86 percent of marketing leaders. • Justifying their media budget decisions to management. Forty-six percent of marketing leaders list media budget justification as the third most important media planning challenge. (See Figure 1.) Figure 1: Marketing leaders rate media measurement and accountability as top challenges “Please select the five main media planning challenges you've faced in 2009 among the categories below.” Measuring the effectiveness of my media strategy and its efficiency Coordinating the traditional and the new media agencies I work with Justifying my media budget decisions to management Choosing the right media agency Television commercial clutter The increasing cost of television Measurement issues Television commercial skipping I'm satisfied with my media strategy Base: 79 marketing leaders (multiple responses accepted) 0 20 40 60 80 100 Source: September 2009 Global Marketing Leadership Online Survey, Forrester Research, Inc. The Future Of Media Measurement, Forrester Research, Inc., January 2010 An Experian white paper | Page 2 Five ways to use syndicated research to measure advertising effectiveness Current measurement programs come up short The measurement programs that marketers have been using to measure advertising effectiveness and to glean consumer insights have offered only a partial solution to marketers because: • Advertising measurement custom studies are costly and limited. Marketers have resorted to custom studies in an attempt to gauge the effectiveness of their advertising and promotional campaigns. Such custom studies can cost up to six figures, and they are limited in time and scope. For example, these studies do not always offer access to competitive intelligence or the ability to trend consumer data. • Point-of-sale (POS) data lacks purchase motivators or media consumption variables. Syndicated services that offer POS data do not offer insight into other variables, such as consumer purchase motivations, attitudes, behavior, and opinions on media consumption. Five ways to measure advertising effectiveness with syndicated research: Experian Simmons DataStream Experian Simmons DataStream is the industry’s first syndicated service that enables advertisers, agencies and media companies to measure advertising effectiveness by linking consumer behavior to advertising campaigns, promotions and media exposure. This service provides weekly tracking of nearly 40,000 consumer variables, such as media properties, consumer attitudes and brand preferences, from the Simmons National Consumer Study (NCS). It also allows users to plot trends on which they can overlay the timing of advertising and promotional campaigns.These breakthrough tracking capabilities help marketers understand advertising effectiveness by demonstrating the impact of their advertising activities in quantifiable terms. Below are five ways that advertisers, agencies and media companies can leverage Experian Simmons DataStream to make more informed business decisions and create high-impact media strategies. Page 3 | Five ways to use syndicated research to measure advertising effectiveness Five ways to use syndicated research to measure advertising effectiveness 1. Demonstrate campaign impact In 2009, Gatorade ran the “G Campaign” prior to and during the Super Bowl. As a result of this media campaign centered on a particular event, the percentage of Gatorade drinkers increased by 15 percent for those who watched the Super Bowl.This is 5 percentage points higher than the percentage increase in Gatorade drinkers who did not watch the Super Bowl. (See Figure 2.) Figure 2: 15 percent more Super Bowl viewers drink Gatorade after the “G Campaign” 2. Examine customer retention gained from advertising In December 2008, McDonald’s introduced McCafés in approximately 7,000 locations. At that time, on average 17.1 percent of McDonald’s customers also visited Starbucks. Once the McCafé campaign began in May 2009, the average number of McDonald’s customers who also visited Starbucks decreased by 2 percentage points, showing the immediate positive effect of the advertising campaign. (See Figure 3.) Figure 3:The McCafé campaign helps McDonald’s retain customers An Experian white paper | Page 4 Five ways to use syndicated research to measure advertising effectiveness 3. Determine promotional effectiveness for customer acquisition Before the beginning of the NASCAR season in February 2009, the number of NASCAR fans who visited Ask.com had decreased to an average of 4.4 percent. Once the NASCAR season began, featuring Ask.com as a sponsor, the number of NASCAR fans who visited Ask.com increased to an average of 5.7 percent. (See Figure 4.) Figure 4: 5.7 percent more NASCAR fans use Ask.com after Ask.com’s NASCAR season sponsorship 4. Determine the value of a media’s audience based on an advertiser’s target consumer Environmentally conscious consumers are an important segment for advertisers given their propensity to spend more on products and services that align with their attitudes. A media company demonstrated its ability to reach this audience by showing that the percentage of consumers willing to pay more for environmentally friendly products is increasing among their network audience (Network 1) while it is decreasing among a key competitor’s audience (Network 2). (See Figure 5.) Figure 5:The percentage of “Green Wallet” consumers increases by 30 percent among a network’s audience Page 5 | Five ways to use syndicated research to measure advertising effectiveness Five ways to use syndicated research to measure advertising effectiveness 5. Detect changes in consumer perception due to advertising Mercedes-Benz andVolkswagen ran advertising campaigns on a certain television network between April and July 2009. During that time, the network’s percentage of car shopping viewers with positive attitudes toward foreign cars increased by over 50 percent. (See Figure 6.) Figure 6: The Mercedes-Benz and Volkswagen campaigns have a positive influence on attitudes toward foreign cars For the first time, a syndicated service measures advertising effectiveness In the past, marketers and their agency and media partners had to rely on advertising measurement programs that lacked the depth and breadth of data for comprehensive analysis of advertising effectiveness. For the first time, through Experian Simmons DataStream, a weekly syndicated service measures and evaluates advertising effectiveness by monitoring shifting consumer behavior, attitudes and opinions and tracking brand performance. An Experian white paper | Page 6 Five ways to use syndicated research to measure advertising effectiveness Supplemental material Methodology The data source for the Experian Simmons DataStream syndicated service is the stream of consumer, media and lifestyle data that comes in on a daily basis for eventual incorporation into the Simmons National Consumer Study (NCS). It has the same rigorous sample design, and it contains most of the adult personal variables that are available in the NCS.Variables that are not available include statistically constructed psychographic scales or average issue audience estimates. The data is plotted on a trend line that allows users to view changes in consumer behavior and other variables along time. Stringent execution of sample management procedures and yearround data collection yield weekly samples that can be considered statistically equivalent and, as such, comparable across time periods.The most recent data is available in the Experian Simmons DataStream six calendar weeks from the time the question is fielded until the first one-week estimate is complete. About Experian Simmons Experian Simmons is a research service offered by Experian Marketing Services.The Simmons National Consumer Study has been chronicling the American consumer for more than 50 years. From the products that all Americans buy and the brands they prefer to their Internet shopping behaviors, attitudes and lifestyles and the media that they use, the Simmons studies survey more than 30,000 American consumers each year to deliver reliable national and local data. Learn more at www.experiansimmons.com. ® SM About Experian Marketing Services Experian Marketing Services helps leading marketers turn customers into brand advocates. By focusing on three core areas of excellence — data, platforms and analytics — Experian provides the world’s leading brands with the insight, technology and expertise they need to effectively target and engage their most profitable customers across the marketing ecosystem.We do this through a full suite of marketing services, including email marketing, addressable advertising, on-demand data enrichment, modeling and analytics, strategic services, and consumer and competitive insights. Learn more at www.experianmarketingservices.com. Page 7 | Five ways to use syndicated research to measure advertising effectiveness 600 3rd Ave. NewYork, NY 10016 212 471 2850 www.experiansimmons.com/datastream © 2010 Experian Information Solutions, Inc. • All rights reserved Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. 01/10