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CMOST. Research Design. Online + Media 1 (Online Exposed). Launch. Electronic Cookie Tracking. Media 1 Only (Online Unexposed). Control. Score. Pre-Launch. Month 1. Month 2. Month 3. Research Design (cont’d). 8 Canadian Studies…. Case Studies - Red Bull KalTire AIM Trimark

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    1. CMOST

    2. Research Design Online + Media 1 (Online Exposed) Launch Electronic Cookie Tracking Media 1 Only (Online Unexposed) Control Score Pre-Launch Month 1 Month 2 Month 3

    3. Research Design (cont’d)

    4. 8 Canadian Studies…

    5. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    6. Attracting New Users Through Online % Composition of Future Prospects by Media Exposure Base: Total sample Actual figures and prospect definition not shown to maintain confidentiality

    7. Identifying Areas For Improvement Key Metric Strengths Among Target MarketIndex – Target Market vs. Total Sample (100) Opportunity for Improvement Strength amongst target

    8. On Its Own, Online Impacts Message Association Impact of Online AdvertisingIndex – Exposed vs. Control (100) Base: Total sample Significant difference vs. control

    9. TV Strengthens Future Purchase Intent Future Purchase Intent – Red Bull Index vs. Pre-wave (100) Base: 18 to 34 year olds Significant difference vs. control

    10. Radio Helps Online Drive Awareness of Online Ads Aided Online Advertising Awareness – Red Bull Index vs. Pre-wave (100) Base: 18 to 34 year olds Significant difference vs. control

    11. Online Helps TV Enhance Brand Perceptions Impact on Brand Equity Statement – Red BullIndex vs. Pre-wave (100) Base: Energy Drink Users Significant difference vs. control

    12. Online Supports Radio In Strengthening The Campaign Significant difference vs. control

    13. Increased Online Frequency Drove Mentions Further Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100) As frequency increases Significant difference vs. control

    14. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    15. Rich Media Vs. Standard Ad Units Index: Impact from Rich Media vs. Standard Units Standard Unit index = 100 Indicates a significant difference at a 90% confidence level

    16. Potential Change in Aided Advertising Awareness due to a $100,000 increase in… (Index vs. Actual Aided Advertising Awareness)

    17. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    18. During Canada’s busy RSP buying season (Jan.-Mar. 2005), AIM Trimark employed a multi-media brand-building campaign that included TV, Print and Online advertising. The campaign was initiated to increase awareness and favourability of the brand. A Cross Media Optimization Study (CMOST) was conducted by the Interactive Advertising Bureau of Canada to assist AIM Trimark in gaining insight into the synergistic effects between Online and traditional media activities such as TV and Print.

    19. The addition of Online to the Media Mix increased Purchase Intent by a full 18 points, showing Online has the potential to drive sales and impact advertiser’s bottom lines

    20. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    21. Dove - Online

    22. Unilever wanted to quantify the impact of the cross-platform marketing campaign for Dove Sensitive Essentials. • A multimedia campaign was run that included: • TV • Online • Print • Outdoor • Main Target: Women 18-49 with sensitive facial skin.

    23. Target Group • 16.3% Lift in Aided Brand Awareness • 33.4% Lift in Aided Ad Awareness • An average of 15.6% Lift in key Attribute Statements • Total Sample • 9.1% Lift in Aided Brand Awareness • 32.3% Lift in Aided Ad Awareness • 46.7% Lift in Purchase Intent Web + TV + Print VS. TV Only Further, the media were complementary in reaching across the wider demographic target *The forthcoming results of the econometrics work should help us understand the ROI by medium, given the vastly different levels of investment in this case (Online was by far the smallest spend)

    24. Aided Brand Awareness Total Sample Indexed Vs. Control (index: Control=100) Aided Brand Awareness Target Group Indexed Vs. Target Group Control (index: Target Control=100) +16.3% +9.1% With The Total Sample Online Only was As Effective As TV Only

    25. Aided Advertising Awareness Total Sample Indexed Vs. Control (index: Control=100) Aided Advertising Awareness Target Group Indexed Vs. Target Group Control (index: Target Control=100) +32.3% +33.4% While Both Outdoor or Online (in addition to print) had similar effects – Outdoor spend FAR EXCEEDED Online spend

    26. Purchase Intent Total Sample Indexed Vs. Control (index: Control=100) “Online Only” Had More Impact on Purchase Intent Than “TV Only” +46.7% While Both Outdoor or Online (in addition to Print) had similar effects… Outdoor spend FAR EXCEEDED Online spend Control = 100

    27. TV + Print + Outdoor TV + Print + Online Attribute Scores Target Group Indexed Vs. Control (index: Control=100) Attribute Scores Total Sample Indexed Vs. Control (index: Control=100) TV Only Online Only Online had more impact with the Target Market than with the Total Population Sample

    28. % Age Distribution By Exposure Internet Skewed Younger Than T.V. The Effect of Both Mediums Together is Complementary, allowing for a slightly younger reach (considering low Online spend levels)

    29. New Insights from Econometrics Analysis The media mix that maximizes ROI is derived via a series of analyses consisting of the following steps: • Econometric modeling produces a mathematical model representing actual media spend and the target outcome (Aided Advertising Awareness). • - The resulting model is used as the basis of a Scenario (what if) analysis. • A Scenario (what if) analysis is used to measure the impact of various spending mix options for the purpose identifying the optimal media mix • - The optimal media mix is one which produces the greatest level of Aided Advertising Awareness for the allocated budget

    30. Media Mix Scenario Analysis Maximized Aided Advertising Awareness A shift in spending towards Online from TV and OOH would have potentially increased Aided Advertising Awareness from 49% to 52%

    31. Impact of a $100,000 increase in spending by Channel Relationship between Advertising Expenditure and Aided Advertising Awareness Online OOH TV Magazine The Online channel is more sensitive to changes in spending levels than the other media channels

    32. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    33. Canadian Tire - Online

    34. Canadian Tire ran a campaign focused around Father’s Day comprising two themes: • A promotional contest • Certain price promotional features • A multimedia campaign was run during a two week period: • Radio (30 second spots) • Online • Flyers (national drop and e-flyer) • Support on the canadiantire.ca site • Main Target: Adults 25-54

    35. Total Sample • 5.8% Lift in Aided Advertising Awareness: +7.5% among English speaking respondents • An average Lift of 8.4% across the Key Attribute Statements shown in this case study • Females • 16.7% Liftin Unaided Advertising Awareness • 5.9% Lift in Brand Favourability Web + Radio VS. Radio Only Women had a better recall to the online advertising compared to radio which resonated with men Further, Comscore data showed increases in the CanadianTire.ca website activity – particularly among women

    36. +5.8%  The addition of Online with Radio produced the largest overall increase This was accentuated even more among English speaking respondents +7.5% Control = 100

    37. Web + Radio Radio Only Web Only Canadian Tire Brand Attribute Scores - Total Sample Index. Vs. Control Control=100 114 +9.6% 104 Key Attribute A 99 The combination of Radio and Online produced significant increases across the majority of relevant Brand Attributes. 113 Key Attribute B 103 +9.4% 101 111 105 Key Attribute C +5.9% 101 106 +8.6% 98 Key Attribute D 83 Control = 100

    38. +16.7% The combination of Online and Radio was particularly effective against women. The campaign resonated with females, but had messaging that was relevant to the total adult market. +5.9% Control = 100

    39. The campaign was effective in driving website traffic, to the highest % of total internet unique visitors in 2 years Source: Mediametrix Comscore Data

    40. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    41. GM Envoy - Online

    42. GM - Magazine

    43. GM was promoting the introduction of a new model of SUV, the Envoy “XUV” (which has a special retractable roof). • GM ran a multimedia campaign with: • TV • Magazine (heavy & targeted) • Online • Out of Home (in a few key selected markets only)

    44. “Those Consumers Who Were In The Market For A Vehicle” • 11% Lift in Aided Brand Awareness • 30% LiftAided Advertising Awareness • Total Sample • 8% Lift in Aided Brand Awareness • 16% Lift in Aided Advertising Awareness –24% Lift if they were exposed 4+ times to the Web TV + Magazine + Web together VS. TV + Magazine Only • Econometric Modeling Results: • The Internet medium had a straight-line relationship between media weight and ad awareness • The other mediums showed diminishing returns curves

    45. Aided Brand Awareness Online impacted Aided Brand Awareness for the Total Sample (+8%) But had even more impact with those who were actually in the market for a vehicle (+11%) “In Market Group” Total Sample Index Vs. Control Index Vs. Control +8% +11% Control = 100

    46. Aided Advertising Awareness “In Market Group” Total Sample Index Vs. Control Index Vs. Control We see that the addition of Web increased Advertising Awareness by 16% for the Total sample and 30% for the “In-Market Group” +30% +16% Control = 100

    47. From: Econometric Modeling Results Future Campaigns should consider distributing media weights across mediums Magazine, OOH and TV show have diminishing returns curve relationships The Internet medium has a straight-line relationship between weight levels and ad awareness.

    48. Case Studies - • Red Bull • KalTire • AIM Trimark • Dove • Canadian Tire • GM • RBC • Molson

    49. RBC Insurance - Online Skyscrapers Boxes Super Banners

    50. RBC Insurance was promoting multiple insurance products • Using a variety of online creative formats. RBC Insurance wished to understand: • The impact of Internet on key brand metrics against defined customer targets