The Case for Integrated Cross Media Campaigns European Interactive Advertising Association Pan-European Cross Media Research Study

Source: eMarketer 1999 $1.6B $0.1B

Source: eMarketer 1999 Source: Zenith/OptiMedia July 2002 Reality Perception

A trade association founded in 2001 consisting of largest Pan- European online media owners. Our goal is to champion the value of online advertising as an integral component of the marketing mix The EIAA

Global advertising recession – worst in 40 years –Total ad spending fell 8-10% globally and across Europe between 2000 and 2002 DotCom over promised and under delivered –The most measurable media Not yet integrated into mainstream media planning/buying –Much of online advertising is still bought/sold with excel spreadsheets Different language –Traditional media speaks: Reach&frequency, ROI while Online media speaks Page Views, CTR and cookies Creative resources not interested in 468X60 Issues

Newspapers Magazines TV Radio Cinema Outdoor Online Online ad market

EIAA Research Initiative Work with large pan European advertisers –And make them an offer they can’t refuse Recruit research panel Record media consumption weekly for 3 weeks Complete questionnaire in week 4 (X questions regarding the brands under study) –Metrics: Incremental reach Awareness Ad recall

Optimal Marketing Mix

Research Methodology

GermanyUKFrance Number of Campaigns6 campaigns4 campaigns 5 campaigns Start Dates7th July th July rd September 2002 End Dates28th July th August th October 2002 Categories – European brands FMCG, HBA, Finance, TelCo Mobile, Finance, FMCG, Autos Finance, Autos, FMCG, B2B Sample Size Media Included TV and Internet TV, Print, and Internet TV Print Radio and Internet Scope of study - Field period, campaigns and media

Pan - European results

025%50%75%100% What did we learn? (1) Including Online adds Reach French campaigns Reach of TV Print and Radio Campaigns combined = 51% Source: NFO/Infratest Study Online only 15% Duplicated online reach 21% Total reach = 66%

Cumulative Reach Week 1 Week 4Week 3Week 2 TV Internet Percent Reach Why does this work?

What did we learn? (2) Including Online enhances Branding % lift in awareness as per different media combinations Lift = 6%Lift = 4% Lift = 12% Question: Would you please tell us what brands in this category you can think of? On average (15 campaigns) TV increased brand awareness levels by 4% whilst TV and online together delivered a 12% increase Brand Awareness Source: NFO/Infratest Study

Spontaneous Ad Recall Average ad recall increased by 27% after exposure to the TV campaigns, however using TV and online together it resulted in a 45% increase Question: Would you please tell us what advertisements in this category you remember seeing or hearing recently? % lift in recall as per different media combinations Lift = 18%Lift = 27% Lift = 45% Spontaneous Ad Recall Source: NFO/Infratest Study

Aided Ad Recall Question: Please tell us if you have seen or heard any recent advertisement for BRAND x regardless of whether this was on the TV, etc? Strong synergy between TV and online shown again with similar trends across the three countries % lift in aided ad recall as per different media combinations Lift = 12%Lift = 16% Lift = 28% Aided Ad Recall Source: NFO/Infratest Study

Purchase Intent Question: Do you plan to buy (or become a customer) of brand x? Purchase intent metric is hard to move – however, TV + online combination is more persuasive that TV or Online alone % lift in aided ad recall as per different media combinations Lift = 9%Lift = 2%Lift = 12% Purchase Intent Source: NFO/Infratest Study

TV and Online Advertising’s impact on brand attributes % Lift Source: NFO/Infratest Study Both media impact key brand attributes separately yet are more powerful together

Where does the synergy come from?

The key - Recall of ad details Question: What details can you remember about ads for brands x? % lift in recall of ad details by media combinations Lift = 17%Lift = 14% Lift = 44% Ad Detail Recall Source: NFO/Infratest Study

Combining the Internet with traditional media adds incremental reach –The web reaches people (numbers and demographics) The Internet has positive impact on branding metrics –Across 15 campaigns, average brand awareness rose 6%, average spontaneous ad recall rose 27%, and aided ad recall rose 12% Combined media creates synergies: –For example, across 15 campaigns combining TV+Internet spontaneous ad recall jumps 45% versus TV only +27% and Internet Only +18% Summary

Showcasing this and similar research –Contribute to the growing body of quantitative evidence that measures the impact of online advertising Other research initiatives: –Changing media consumption Advancing market through standardization projects (formats, measurement, etc) Next steps for the EIAA