BVDW / IAB Germany - Leibniz Choco Crunchy

Carola Lopez

Mobile and online – Cross-media success strategies for digital

advertising campaigns

Results of BVDW’s cross-marketer advertising effectiveness study on the “Leibniz Choco

Crunchy” product launch

Page 2 | 01/03/2013 | mobile and online – cross-media success strategies for digital advertising campaigns

Executive summary

For the first time ever, the question of how a combined online and mobile campaign influences

the advertising effectiveness for the consumer has been pursued in Unit Mobile Advertising’s

comprehensive advertising study within the Bundesverband Digitale Wirtschaft (BVDW) e.V. The

cross-media study has been supported by the Online Marketing Association (OVK) in the BVDW.

Using an innovative research approach, the interviewees’ contacts in the cross-media campaign

in FMCG (fast moving consumer goods) on online and mobile sites could be clearly identified and

matched. Within the framework of follow-up related interviews, the individual effects, as well as

the cross-media effect of both the online and mobile advertising materials were examined

closely.

The results of this study clearly prove that the campaign for the “Leibniz Choco Crunchy” product

launch was able to positively influence the relevant indicators of advertising effectiveness.

Study design


Partner and service provider

Nine notable marketers of the Unit Mobile Advertising (MAC) and the Online Marketer Association

(OVK) in the BVDW were involved in this study: Axel Springer Media Impact, G+J Electronic

Media Sales GmbH, InteractiveMedia CCSP GmbH, IP Deutschland GmbH, iq digital media

marketing GmbH, OMS Vermarktungs GmbH & Co. KG, Tomorrow Focus Media GmbH, United

Internet Media AG and YOC AG.

Institut d.core GmbH has been responsible as service provider for study concept development

and coordination and data analysis; technical tracking has been provided by Meetrics GmbH;

Payback provided the online access panel.


Method

The study lasted 20 days. For the purpose of the study, Payback’s online access panel was

consulted.

All advertising media on both the marketers’ online and mobile sites were provided with a

corresponding tag for contact measurement. This made it possible for information regarding

contact to advertising materials to be measured with the panel, including the timestamp and

contact number.

Starting Week 2 of the campaign, panelists with campaign contact were invited to participate in

an online survey measuring the advertising effects of the campaign. Also, a control group was

consulted. Based on the tracking data, four examined groups were identified ex post:

1.Control-group (without campaign contact), N=848

2.Online-only group, N=672 ( contacts: 3.64)

3.Mobile-only group, N=410 ( contacts: 3.48)

4.Cross-media group (online and mobile), N=112 ( contacts total: 10.19; contacts online

6.07; contacts mobile 4.56)


Method


Test campaign

In order to gauge the advertising’s effectiveness, the “Leibniz Choco Crunchy” product was

launched within the framework of a broad-based online and mobile campaign. The campaign was

conducted from 1 October 2012 to 21 October 2012. The budget for online and mobile marketing

was approximately €120,000.

The campaign was promoted on a total of 59 premium sites: 32 were online and 27 mobile. The

campaign used large-scale types of advertising such as wallpaper and billboard ads online and

2:1 ads on mobile sites.

The advertising materials created were geared towards the respective medium, yet the basic

message was very similar.


Test campaign online

Every bite is a crunch!

Crunchy biscuit. Crispy flakes.

Delicious chocolate.

Choco Crunchy Every bite is a crunch!

NEW! NEW!


Test campaign mobile

Crunchy biscuit. Crispy flakes. Delicious chocolate.


NEW!


Test campaign online (e.g. RTL, Billboard ad), mobile (e.g.

MTV, 2:1 ad)



Study profile


Results


Key results of study

As individual channels, online and mobile advertising increase the effectiveness of a

campaign considerably.

However, the cross-media combination of both channels is the most effective, because

the total effects are the most visible.

In addition, the mobile channel shows a considerably high conversion rate - ads placed

on mobile sites (too), seem to be best able to engage the user in further activity with the

advertised product.


Comments from our partners

Hans-Peter Pfaff, Media Manager Europe, Bahlsen:

The results of this study strikingly tell that using digital channels in media planning can lead to a considerable increase in advertising results, especially when taking into account using cross-media strategies. The conversion rate of the “Leibniz Choco Crunchy” mobile campaign serves as an important argument in favour of advertising in a mobile environment.

Andrea Eckes, CEO, d.core

The results deliver crucial insights for the future planning of online and mobile campaigns. The conversion rate of mobile campaigns corresponds to the conditions of use. It is, therefore, of crucial importance to consider these when creating campaigns, like Bahlsen did with their product “Leibniz Choco Crunchy”.


Compiled indicators of advertising effectiveness

Indicators of Advertising Effectiveness

Advertising memory

• Recall

• Recognition

Brand proximity

•Brand awareness

• Image and brand likeability

Creation • Liking the advertising materials

Conversion

• Willingness to buy

• Call-to-action


Unsupported and supported advertising memory

Unsupported recall:

One in four of those

who have had online

and mobile contact,

said they had seen

advertising by Leibniz

(+70.6%).

Supported recall:

With 42.6%,

advertising memory is

the highest within the

cross-media group

(+31.9%).


Advertisement recognition

Recognition inquiry

only considers those

contact groups which

accounted for a

measurable contact to

a particular ad (online

/ mobile).

Cross-media contact

increases recognition

substantially in both

cases (+17.1% bzw.

+34.5%).


Unsupported and supported brand awareness

Online and mobile

increase brand

awareness of both

supported and

unsupported inquiries.

Again, cross-media

contact groups show

the highest rates

(+39.6% and +9%

respectively).


Brand likeability

Online campaign

contact shows an

increase of brand like-

ability of 4.1%;

mobile contact even

higher, namely 5.9%.

The largest impact,

however, can be seen

in cross-media contact

(+14.5%).

Source: Unit Mobile Advertising (MAC) in the BVDW

Question: “How well-liked are the following products?” (Reply: “Leibniz Choco Crunchy”); Number of cases: Control n=424, Online n=356, Mobile n=214, Cross-media n=61

Control group

Online-only group

Mobile-only group

Cross-media group =extremely likeable

=not at all likeable


Image: “Crunchy and delicious”

The Online-only group

shows an image

increase of 3.9%; the

Mobile-only group

7.6%.

Again, the

combination of both

channels seems to be

particularly effective:

59% of the cross-

media group agree

with the statement

(+8.7%).


Creation - Favourable advertising materials

Online ads and mobile

ads show similar

tendencies in terms of

appeal; however

mobile banner receive

better scores in total.


Question: “In your opinion, which of the following statements apply to this ad?” (Top 2 box); Number of cases (excluding “cannot see any ads right now”): Control n=836, Online n=667, Mobile n=400, Cross-media n=111 / Control n=829, Online n=662, Mobile n=394, Cross-media n=110

The ad ...

is easily understandable

is clearly structured

fits the theme perfectly

has a pleasant design

is very eye-catching

makes you curious for more

makes you feel great

is informative

encourages browsing

Online-only group: Favoured advertising materials Mobile-only group: Favoured advertising materials


Willingness to buy

Mobile contact

significantly increases

the willingness to buy

the advertised brand

next time you find

yourself in a shop

(Mobile only +50.7%,

Cross-media +29.2%).


Control group Online-only group Mobile-only group Cross-media group

Question: “How would you rate the chance ... ?” (Top 2 box); Number of cases: Control n=356, Online n=310, Mobile n=194, Cross-media n=52 (subgroup of present non-consumers)

... to buy “Leibniz Choco Crunch” next time you find yourself in a shop?


Call to action

Mobile contacts

significantly increase

the willingness

• to try other Leibniz

products,

• to stay informed

about the advertised

product,

• and to promote (and

recommend) Leibniz

Choco Crunchy.


Description of the sample


Sample – Age and gender

The four examined

groups show strong

similarities regarding

social demographics,

media usage, and

biscuit and waffle

consumption



Gender Age

Question: “Are you ... ?” / “How old are you?”; Number of cases: Control n=848, Online n=672, Mobile n=410, Cross-media n=112

Male

Female

under 29 years old

30 to 39 years old

40 to 49 years old

50 years and older


Sample – Employment and job position

The four examined

groups show strong



media usage, and

biscuit and waffle

consumption



Employment Job Position

employed full time

employed part

time

unemployed or

job-seeking

employee or tenured official

executive employee or senior tenured official

Skilled worker or worker

freelancer or independent

contractor

other

Question: “Are you currently employed?” / “Which of the following describes you best?”; Number of cases: Control n=848, Online n=672, Mobile n=410, Cross-media n=112


Sample – Smartphone Internet usage

The four examined

groups show strong



media usage, and

biscuit and waffle

consumption


Control sample – Frequency of sweets consumption

The four examined

groups show strong



media usage, and

biscuit and waffle

consumption


.

Thank you for your attention!

© 2013 | Bundesverband Digitale Wirtschaft (BVDW) e.V.

Carola Lopez

Head of Market Research BVDW e.V. Berliner Allee 57 40212 Düsseldorf Phone +49 (0) 211 600456/27 Fax +49 (0) 211 600456/33

[email protected]

www.bvdw.org

Contact

© 2013 | Bundesverband Digitale Wirtschaft (BVDW) e.V.

Date post:	22-Jul-2015
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