IAB Colgate Digital Multiplier
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Transcript of 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
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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
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TVC:
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Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging
On a Date
TVC
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Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging
On a Date
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Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging
Out with Friends
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Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging
Out with Friends
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Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging
Professional/Career
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Online Creative Utilised Online Video, DemographicTargeting, and Contextually Time-Targeted Messaging
Professional/Career
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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
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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
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The Methodology: Pre and In-Market Campaign Sampling
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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
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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*
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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
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Total Impact • What is the impact of exposure to any element of the campaign?
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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
Control = 1498 OTS = 1239
MessageAssociation
Control = 1498 OTS = 1239
BrandFavourability
Control = 1498 OTS = 1239
PurchaseIntent
Control = 1498 OTS = 1239
Percent Impacted Delta ( Δ ) (% Exposed minus % Control)
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Total Impact (exposure to any medium): Product Associations
Key brand associations communicated by theactivity
ColgateWISP...
or or or
Denotes significant increase at .90CL
Key Attribute 1
Control = 1498 OTS = 1239
16.6 17.2 16.4
10.47.7
0
10
20
30
40
Percent Impacted Delta ( Δ ) (% Exposed minus % Control)
Key Attribute 2
Control = 1498 OTS = 1239
Key Attribute 3
Control = 1498 OTS = 1239
Key Attribute 4
Control = 1498 OTS = 1239
Key Attribute 5
Control = 1498 OTS = 1239
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CrossMedia Results By Cell• What is the impact of exposure to different media
combinations within the campaign?
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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 increase at .90CL
Denotes significant differences between media combinations at .90CL A/B/C/D
Percent Impacted Delta ( Δ ) (% Exposed minus % Control)
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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
Denotes significant increase at .90CL
Denotes significant differences between media combinations at .90CL A/B/C/D
Percent Impacted Delta ( Δ ) (% Exposed minus % Control)
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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
Denotes significant increase at .90CL
Denotes significant differences between media combinations at .90CL A/B/C/D
+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
Percent Impacted Delta ( Δ ) (% Exposed minus % Control)
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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