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best for tracking Gesellschaft für Integrierte Kommunikationsforschung (GIK) Munich - April, 2016
best for tracking Gesellschaft für Integrierte Kommunikationsforschung (GIK) Munich - April, 2016
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Highly fragmented media landscape nowadays
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Ad recall decreases constantly
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Big Challenge for all stakeholders
Advertisers
Publishers
Media agencies
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First crossmedia ad impact study in Germany
TV
Magazines
Billboards
Newspaper
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Study profile – b4t brand tracking
Population
Method
Sample
Institutes
Survey period
Publication
Business sectors
Germans and EU-foreigners 14 y. and older with web usage within the last three months (46,34 Mio.)
CAWI (Computer Assisted Web Interviews) in three splits + TT (technical tracking) of web usage within a equiped subsample
n=10.000 interviews per brand and year from CAWI sample + n=4.000 interviews per brand and year from TT subsample
GfK MCR (CAWI), Gapfish & Wakoopa (TT)
10 complete survey months (February – November) + 2 half survey months (December + January)
Published quarterly, analysis possible on any basis
Automotive, Health, Finance, Beauty, Electronics & Communications, Retail, Food & Beverage, Fashion, Mixed
Brands 385 family and product brands with at least 2 Mio. € gross spendings overall and 1 Mio. € gross spendings in print media during the last 12 months before survey
Main Indicators Awareness, (Aided) advertising recall, Sympathy, Willingness to buy, Recommendation, Usage/Purchase within the last 3 or 12 months
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Some examples: Analysis Brand X
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Some examples: Analysis Brand X
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Be aware of the power of creation
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Study profile – b4t creative tracking
Population
Method
Sample
Institute
Survey period
Publication
Number of ads
German speaking population 14-69 y. with web usage within the last three months (46,22 Mio.)
CAWI (Computer Assisted Web Interviews)
n=400 interviews per ad / n=4.000 interviews per month
TNS Infratest
First two weeks of the month (February – December), last two weeks of the month (January)
Published monthly
60 ads tested per month (50 print ads / 10 online ads) 6 ads/respondent, each respondent only print or only online ads
Main Indicators Aided Recall, Recognition, Appeal (measured in 14 dimensions), Actions taken / Actions planned
Criteria At least 100k € gross spendings (print ads) / 60k € gross spendings (online ads) in the relevant month of publication
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Some results: Alltime favorites in sympathy
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Some results: Woman‘s alltime favorite in footwear
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Administration
Geschäftsstelle GIK mbH & Co. KG, Goethestr. 21, 80336 München
Mrs. Doris Rudolph, T +49(89) 716 772 – 009, E [email protected]
Reseachers in charge of FIPP application
Axel Springer SE Mr. Tobias Raschka, T +49(40) 34 72 – 36 12, E [email protected]
Bauer Media Group
Mr. Robin Kühle, T +49(40) 30 19 – 45 79, E [email protected]
Contact
