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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
Google Confidential and Proprietary
Campaign Overview: Launch of the new Ford Fiesta
TV
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
Google Confidential and Proprietary
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
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Google Confidential and Proprietary
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
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Google Confidential and Proprietary
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
+ =
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Google Confidential and Proprietary
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
No Exposure Exposure to
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
No Exposure Exposure to
sponsored link
(inc 13% who
visit website)
Exposure to
BOTH
sponsored link
+ website
Top Of Mind Awareness
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Google Confidential and Proprietary
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
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Google Confidential and Proprietary
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
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Search vs Other Media Types
Google Confidential and Proprietary
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
Google Confidential and Proprietary
• 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
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
Google Confidential and Proprietary
•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
Efficiency (Effectiveness/Budget)
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
Google Confidential and Proprietary
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
Efficiency (Effectiveness/Budget)
+35%
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
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
Source: Cross Media Optimization for Ford Study, Google/MetrixLab, Aug 2009
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