© 2010 InsightExpress 1 6/27/22 Media Face-off The Battle of Effectiveness
© 2010 InsightExpress 1April 14, 2023
Media Face-off The Battle of Effectiveness
© 2010 InsightExpress 2
Which Media Rises to the Top?
© 2010 InsightExpress 3
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
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Brand Metric Comparison by Single Media Channel
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Brand Metric Comparison by Single Media Channel
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Brand Metric Comparison by Single Media Channel
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Brand Metric Comparison by Single Media Channel
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Brand Metric Comparison by Single Media Channel
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Brand Metric Comparison by Media Channel Combinations
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Brand Metric Comparison by Media Channel Combinations
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Brand Metric Comparison by Media Channel Combinations
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Brand Metric Comparison by Media Channel Combinations
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Brand Metric Comparison by Media Channel Combinations
© 2010 InsightExpress 14April 14, 2023
Cost Based Performance Analysis
How the Average Cost of a Campaign by Channel tie into the Brand Metric Results
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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
© 2010 InsightExpress 16
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
© 2010 InsightExpress 17
Brand Metric Comparison by Single Media Channel
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Holiday Shopping Tidbits
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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
© 2010 InsightExpress 20
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%
© 2010 InsightExpress 21
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%
© 2010 InsightExpress 22
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
© 2010 InsightExpress 23
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
© 2010 InsightExpress 24
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
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Smartphone Purchases on Mobile
© 2010 InsightExpress 26April 14, 2023
Questions?Joy LiuzzoSenior Director(203) [email protected]@joyliuzzo