Liuzzo

© 2010 InsightExpress 1April 14, 2023

Media Face-off The Battle of Effectiveness

© 2010 InsightExpress 2

Which Media Rises to the Top?


Methodology

Media Campaign Runs in Various Channels

Exposure Groups are Compared to Control Baseline to Determine Media Effect

Control vs. Exposed Control vs. Exposed Control vs. Exposed

Respondents Recruited and Asked Brand Metric Questions

Brand A

Have heard Have not heard

Brand B

Brand C


Brand Metric Comparison by Single Media Channel










Brand Metric Comparison by Media Channel Combinations










Cost Based Performance Analysis

How the Average Cost of a Campaign by Channel tie into the Brand Metric Results


Cost Assumptions

Television and Print are considerably more expensive than Online advertising, on average, while Mobile is the least expensive.

Formula for Cost per Branding EffectCalculation for ROI:

Delta * 1,000,000/ Avg. Freq = Number of people influenced

Total Cost (CPM * 1,000,000 / 1000) / Number of people influenced = ROI

*Note: 1,000,000 is arbitrary and allows removal of campaign size as a contributing variable


Cost per Branding Effect by Channel

Television is considerably more expensive than online and print at driving awareness and persuasion shifts

Exp=1 Exp=2 or 3 Exp=4 or 5 $-

$0.25

$0.50

$0.75

$1.00

$0.05 $0.09

$0.12

$0.22

$0.49

$0.41 $0.41

$0.63

$0.81

Cost per Branding Effect by Media Channel:Advertising Awareness

Online Print Television

Exp=1 Exp=2 or 3 Exp=4 or 5 $-

$0.50

$1.00

$1.50

$2.00

$2.50

$0.14

$0.32 $0.47 $0.41 $0.46

$0.56 $0.44

$2.34

$2.07

Cost per Branding Effect by Media Channel:Purchase Intent

Online Print Television




Holiday Shopping Tidbits


Anticipated Spending on Holiday Gifts

All Mobile Owners Smartphone Owners Regular Phone Owners0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18% 11%22%

39%38%

39%

23%26%

21%

20% 24% 18%

$501 or more $301-$500 $100-$300 Under $100


More Smartphone Owners Find Holiday Shopping Stressful

Regular Phone Owners

Smartphone Owners

Total Mobile Owners

0% 5% 10% 15% 20% 25% 30% 35%

23%

31%

26%


Is it Important for a Retailer to Have Information Available on Mobile?

Total Mobile Owners Smartphone Owners Regular Phone Owners

13%25%

5%

12%

25%

5%

Important Very Important

50%


Smartphone Owners: Mobile Phone or Salesperson First While in Store?

Review

s

Compare

bra

nds

Check pric

e

Best use ti

ps

Product f

eature

s

Age appro

priate

Simila

r pro

ducts

Issues w

/ pro

duct

Assembly

info

Warra

nty in

fo

37% 39%54% 56% 57% 59% 59% 61% 64% 71%

63% 61%46% 44% 43% 41% 41% 39% 36%

29%

Mobile Phone Salesperson


Smartphone Owners: Using Their Phone For Holiday Shopping

Pay for a purchase at the register

Tweet about your in-store experience

Post a comment on stores soc. page

Sign up for a mobile loyalty program

Check into the store to get a deal

Take a picture of an item to send to someone

Show clerk a picture on your phone

Use the store application

Look for a coupon

Use a coupon on your mobile phone

Search for an item to find reviews

Scan a barcode

Search for an item to find better prices

0% 5% 10% 15% 20% 25% 30% 35%

5%

6%

7%

6%

9%

24%

11%

9%

10%

10%

13%

12%

15%

11%

12%

14%

15%

17%

33%

22%

20%

23%

23%

27%

26%

32%

Anticipate Doing at Holidays Doing This Now


What Happens If The Store is Out of a Product You Want?

Use your mobile phone to search for another

store near you that has it

Use your mobile phone to purchase it from an

online site

Wait until you get to a computer to search for another store near you

that has it

Wait until you get to a computer to purchase it

from an online site

0%

5%

10%

15%

20%

25%

30%

12%

3%

16%

21%

27%

8%

14%

20%

4%

1%

18%

22%

All Mobile Owners Smartphone Owners Regular Phone Owners


Smartphone Purchases on Mobile


Questions?Joy LiuzzoSenior Director(203) [email protected]@joyliuzzo

mailto:[email protected]

Date post:	29-Jun-2015
Category:	Business
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