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Suzuki Swift & ITV CPM Effectiveness. Background to campaign. Arena’s objective was to extend the reach of the TV campaign, and to see how awareness is affected Having seen the ad within the VOD content, has consideration to purchase or seek out further information increased?

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Presentation Transcript
background to campaign
Background to campaign

Arena’s objective was to extend the reach of the TV campaign, and to see how awareness is affected

Having seen the ad within the VOD content, has consideration to purchase or seek out further information increased?

Changes in perception of brand image was also an area that Arena sought to investigate

survey details
Survey details

The advertising campaign for the Suzuki Swift comprised a video ad which ran from 7 – 26 September 2010 on ITV.com.

There was also a TV campaign which overlapped with the online campaign period.

Fieldwork was conducted between 27 September – 18 October 2010.

The sample for the target audience (women aged 16 – 34) comprised 1680 respondents.

Of these, 627 were exposed (37.3%) to the campaign on ITV.com and / or TV and 1053 were not exposed (62.7%) to either medium.

the groups we are talking about
The groups we are talking about

•Unexposed (to ITV.com and TV) = respondents who did not recall the Suzuki Swift ad either on ITV.com or TV and who did not have a cookie from the Suzuki Swift ad on ITV.com on their PC (1053)

•Solus website exposed = respondents who recalled seeing the Suzuki Swift ad on ITV.com or who had a cookie from the ad on ITV.com on their PC, but who did not recall seeing the ad on TV (67)

•Solus TV exposed = respondents who recalled seeing a Suzuki Swift ad on TV, but who did not recall the ITV.com ad and who did not have a cookie from the ad on ITV.com on their PC (434)

•Dual exposed = respondents who recalled seeing the Suzuki Swift ad on TV and who were exposed to the ITV.com campaign (recalled seeing the ad on ITV.com or had a cookie from the ad on ITV.com on their PC) (127)

significance testing
Significance testing

Significance testing is carried out to make sure that variations in results are genuine comparisons. If something is significant at 99% it is saying that 99 times out 100, when repeated this result will be the same within calculated margins of error.

For further explanation:

http://www.encyclopedia.com/doc/1O88-significancetests.html

dual exposure leading to increase in spontaneous awareness for brand over the marque
Dual exposure leading to increase in spontaneous awareness for brand over the marque

99% Sig

Q6: When thinking about small cars, which models first come to mind? (Base: All respondents)

tv is the main driver of prompted awareness
TV is the main driver of prompted awareness

Q7: Which of the following models of cars have you heard of before? (Select all that apply) (Base: All respondents)

slide9
Dual exposure is driving favourability towards the Suzuki Swift brand – online adding depth of agreement

Dual exposure lead to 103% growth versus the unexposed group, and 32% growth vs. TV only group in terms of total favourability

99% Sig

Q8: Taking everything into consideration, which of the following best describes your overall opinion about each of the following models of cars? (Base: All respondents)

suzuki swift saw the largest growth in favourability
Suzuki Swift saw the largest growth in favourability

Q8: Taking everything into consideration, which of the following best describes your overall opinion about each of the following models of cars? (Base: All respondents)

dual exposure improves all levels of purchase consideration
Dual Exposure improves all levels of purchase consideration

Q10: Suzuki Swift - If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

dual exposure improves all levels of purchase consideration first choice
Dual Exposure improves all levels of purchase consideration – First Choice

Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

dual exposure improves all levels of purchase consideration brand i would seriously consider
Dual Exposure improves all levels of purchase consideration – Brand I would seriously consider

Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

dual exposure improves all levels of purchase consideration brand i might consider
Dual Exposure improves all levels of purchase consideration – Brand I might consider

Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

purchase consideration improves all levels of purchase consideration brand i would never consider
Purchase consideration improves all levels of purchase consideration – Brand I would never consider

Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

dual exposure driving up purchase consideration and adding to tv effectiveness change
Dual exposure driving up purchase consideration, and adding to TV effectiveness - % change

Q10: Suzuki Swift - If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

suzuki swift second only to peugeot 207 in first choice consideration
Suzuki Swift second only to Peugeot 207 in first choice consideration

Q8: Taking everything into consideration, which of the following best describes your overall opinion about each of the following models of cars? (Base: All respondents)

across all metrics dual exposure is adding to tv
Across all metrics dual exposure is adding to TV

99% Sig

99% Sig

95% Sig

99% Sig

5%

13%

22%

16%

31%

56%

81%

52%

Q12: For each of the following, please indicate how far you agree or disagree that it would describe the Suzuki Swift if it was a person.

slide19
Dual exposure having significant increase on Unexposed group, and strong growth vs. Solus TV for key metrics

31%

14%

34%

43%

61%

58%

38%

115%

149%

109%

183%

170%

211%

145%

All Agree

Q13: How strongly do you agree or disagree with each of the following descriptions regarding the Suzuki Swift? (Base: All respondents)

dual exposure helping the ad to achieve standout
Dual exposure helping the ad to achieve standout

All Disagree

17%

10%

10%

21%

31%

6%

82%

54%

97%

59%

63%

95%

180%

40%

Q18: The following are a few statements about this ad campaign for the Suzuki Swift. Please indicate the extent to which you agree or disagree with each.

dual exposure working harder at all measures especially recommendation and website visiting
Dual exposure working harder at all measures, especially recommendation and website visiting

50%

105%

94%

71%

156%

Q19: Having seen the Suzuki Swift ads, which of the following describes your subsequent reaction(s)? (Select all that apply) (Base: All respondents who recall any of the ads)

summary
Summary

TV is driving prompted awareness

TV & Online together are increasing agreement that Suzuki Swift would be first choice for new purchase

All key brand messages were improved by TV & online usage

Ad standout improved by dual exposure – particularly Fun, Interest & Relevance

All forms of post-ad response are improved via Dual exposure