Lucas Hulsebos - How Paid, Owned and Earned Media Work Together

A brand poem: how paid, owned and earned media work together

Understanding Rugby

Understanding Cross Media

2004

Dove Cross Media

2005 – 2008 Studies that focus mainly on banner ads

2009 -2010

Cross Media Studies for all media including search, video, viral, facebook, etc

2010-Present

Multi channel touch point analyses

It is all about earned media

Do we notice the impact of a campaign?

Problem 1: Media selection and allocation is in most cases based upon reach

• To understand and evaluate the effects of media we see that selection and allocation is based upon reach.

• Advertisers are more and more interested in impact. Impact is a combination of reach and impact for the brand.

• The impact for the brand is not measured in a structured way. Lots of different models and funnels.

Problem 2: Cross Media research is based upon comparing incomparable groups

• In most cross media research we use a test-control methodology to compare exposed with non exposed people.

• Although we use weighting, segmentation, large pre-measurement samples, etc, the conclusion of CIMM (conclusion of coalition in multi media) is that this does not work

Problem 3: Measuring Exposure is difficult and not reliable

• Registering exactly what people see and do is most preferred.

• However, impossible to do and therefore we use proxies based upon:

• Opportunity to See

• Recognition

• A combination

• Recent studies of Google in the UK concluded that all methods are not good enough

Problem 4: measuring effects of a campaign is measuring strength of ads

• Single cross media results are dominated by the strength of a creative design.

• Besides the strength of an ad there is always a significant impact on results of the strength of a brand

• Combining effects of multiple cross media studies is difficult because there are a lot of variables that need to be considered

What did we realize?

• Client Presentation and interest

• Articles in Admap and Frankwatching

• Presentation MIE (4th of over 90 presentations)

• European Emma conference: media convergence

• Icoria Presentation

• Positive tweets and retweets

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Join the next research meeting

We created an unique design

• Single Source

• Experimental Design

• Multiple brands and ads

And a structural approach

With an additional questionnaire to understand

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People like brands

Awareness and familiarity of a brand are important drivers for sales. People are willing to pay more for brands that are well know.

0,0% 10,0% 20,0% 30,0% 40,0%

A brand that no one knows is for meless interesting

I think it is logical that we pay morefor a well known brand

The brand I buy tells something aboutme

A well known brand guaranteesquality

Netherlands Belgium

• The role of salience for brands is evident. Awareness and familiarity of a brands does not only make sure that brands have a prominent position in the brain of a consumer, the perception of that brand is also influenced by it.

• Building awareness and salience is for that reason an important KPI in every marketing plan.

0,0% 20,0% 40,0% 60,0%

Use social media to see whatpeople say about brands

Visit the site of a brand tounderstand the brand better

Look for online informationabout products and brands

Look at reviews andexperiences from others

Look for information aboutbrands via my mobile device

Netherlands Belgium

0,0% 20,0% 40,0% 60,0%

Use social media to see whatpeople say about brands

Visit the site of a brand tounderstand the brand better

Look for online informationabout products and brands

Look at reviews andexperiences from others

Look for information aboutbrands via my mobile device

Netherlands Belgium

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I do this more often I never do this

And people look for information about brands

The website of a brand and reviews from other people are important sources to understand brands and products better. The use of that has increased significantly over the years. Social media are not used for getting information about brands.

We notice strong advertising effects from paid media for all layers of the pyramid

• Exposure to paid advertising can have great impact on the performance of a brand. These effects are significant for all Brand Aspects in the Keller Pyramid.

• The best way to achieve significant effects is to create great advertising. The more an ad is able to influence the mental network of a brand the better an ad is.

• Important for every ad is to understand the influence this ad has on the brand and whether it can strengthen the mental position of a brand.

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The effect of paid and owned

Owned media make the effects of paid media stronger. The combination of paid and owned media are important to build brands.

1. The additional effects of owned media on

top of paid is strong. Owned Media increase the effects of a Paid Media Campaign.

2. The combination of paid and owned media contribute mainly on the image of a brand and it will create stronger associations with that brand.

3. The combination of paid and owned is strong and need substantial attention from every advertiser, especially in an integrated campaign.

Conclusions

0

50

100

150

200

250

300

Paid Paid Owned

57 61

45 56

31 43

40

51 48

50

Salience Performance Imagery Judgments + feelings Resonance

Brand Effects

221

261

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The effect of earned media

Adding earned media to Paid and Owned do not increase the overall effects of a campaign. Earned media make the overall effect less strong.

1. Paid, owned and earned media

together do have a significant impact on the performance of a brand.

2. However, earned media does not contribute positively to these effects. It does not make a paid and owned campaign stronger.

3. Generating earned media mainly influences mainly the top layers of the pyramid and influences choice.

Conclusions Effect on Brand KPI’s

0

50

100

150

200

250

300

Paid Owned Paid Owned Earned

61 60

56 48

43 34

51

45

50

29

Salience Performance Imagery Judgments + feelings Resonance

261 216

20

The evaluation of earned media is important

The evaluation of earned media is a significant driver for effect. Positive earned media keeps the brand at the same level. Negative earned media will decrease the effects of paid and owned.

1. The evaluation of earned media has a

clear impact on the impact of earned media for all layers of the pyramid.

2. Negative earned media does not increase the effects of a paid and owned campaign. It is important to avoid this.

3. Positive earned media does not influence the impact of paid and owned. It keeps the impact at the same level and does not create an additional effect.

Conclusions Difference positive –negative

13

11

10

16

11

11

6

4

9

7

0 5 10 15 20

Salience

Performance

Imagery

Judgments +feelings

Resonance

Negative Evaluation Positive Evaluation

Conclusions combination of media

• The combination Paid and Owned is probably the strongest combination to realize significant effects. This means that an advertiser can control and manage the success of a campaign as long as he is using the right ads and the right tools.

• The impact of earned media is less than expected. Negative feedback or word of mouth decreases the overall effect of a good campaign. Therefore it is important to act and react when negative feedback occurs.

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Belgium The netherlands

People use magazines and television more

The use of the different media shows that people use magazines and television more to get credible and usefull information than twitter and facebook

0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00

Give me useful information

Give me credible information

Make me happy

Make me enthusiastic

Are original and unique

Make me respond

Make me feel committed

Irritate me

Are sometimes not clear

Twitter FB Magazines TV

0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00

Give me useful information

Give me credible information

Make me happy

Make me enthusiastic

Are original and unique

Make me respond

Make me feel committed

Irritate me

Are sometimes not clear

Twitter FB Magazines TV

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What is important for your favorite brand

Brands need to inform people with clear message

It is not important for people that their favorite brand is on twitter or facebook, it should listen to the consumer and inform via paid and owned media

0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00 8,00

Is an active brand on Twitter

Ia an active brand on Facebook

I a well known brand

Advertising of this brand make me feel good

Is a brand that is familiair and different

Is a brand that is positively evaluated by others

The brand is mentioned in product tests and review sites

Is a brand that insprires me with recommendations

Is a brand that informs me well via their own site

Is a brand with a clear message and communication

Is a brand that fits me

Is a brand that listens to the needs of the consumer

NL BE

Conclusions research

• In market cross media research is almost impossible to do well. There are over 50 channels, different consumers, a variety of ads and brands and how do you control all the bias that happens in real life?

• Creating (longitudinal) designs will learn us what will happen and why. It gives much more flexibility to understand and optimize than regular cross media research.

Next steps

• We know that people want to be informed via paid and owned media.

• What happens if a brand gets a lot of negative reactions on Facebook or Twitter?

• Is it sufficient to advertise the regular advertising or should a brand address the issue and tailor paid and owned media?

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