The advertising effectiveness study of the SPIEGEL Group

The advertising effectiveness study of the
SPIEGEL Group
Introduction
"The most reliable way to forecast the future is to understand the present."
(John Naisbitt)
Where are we today? What awaits us tomorrow?
As the quotation by John Naisbitt says, only someone who has an idea of where he
stands today can attempt to answer the second question.
With WirkungsSPIEGEL we want to present the basic mechanics of communication
campaigns in order, as it were, to supply the answers to future questions.
In doing so, the approach taken by the study pursues two goals: firstly, the effectiveness
and intensity of advertising campaigns is analysed, the strengths and weaknesses of the
individual media categories are illustrated, and their functions and reciprocal effects in
interaction with the campaigns in questions are described.
Secondly, we would like to establish the first cross-media target group typography
according to patterns of use. Against the background of increasingly complex
interrelations between the media and their users, this builds a bridge to strategic media
planning.
2
Survey profile and model
Survey profile
z
Universe
z
Sampling
z
Random sample
Interview contents
Markets:
Media:
For 7 sectors each with approx. 200 brands
• Survey of print,
• Market /consumption information
online and TV
• Brand awareness, spontaneous and aided
use
• Brand appeal
•
For
85 magazines
• Brand ownership and readiness to buy brand
and newspapers,
• Aided ad recall: manufacturer/brand
15 TV stations and
• Aided ad recall: product and campaign
approx. 50 online
• Preference
sites
• Readiness to recommand
• Product knowledge
• Individual image dimensions
Target groups:
• Demographics:
• Attitudes to media
and media use
• Detailed media
use typology
18,000 interviewees per year
Method
z
Population aged between 14 and 60
in private households in Germany
(approx. 55 million people)
Survey model
Continuous survey with 1,500
cases per month; computer-aided
personal/oral interview using
notebooks (CAPI)
Inputting of
thePrint-,
print,TVTV and
plans for
Einspielung
der
und online
Onlinemedia
Mediapläne
für 200 brands,
Marken,
services and products
from aus
the Nielsen
advertising
statistics.
Dienstleistungen
und Produkte
der Nielsen
Werbestatistik.
Advertising effectiveness check
and plan optimisation
Institute
-
Media Markt Analysen, Frankfurt
By integrating the Nielsen advertising statistics
into the survey model of WirkungsSPIEGEL, all
possible exposure combinations can be presented
in detail.
3
Types and distribution of exposure
Everyone has individual use patterns with
regard to his or her media consumption. To
be able to make precise statements about the
success of a campaign, the different possible
ways of being exposed to a communication
campaign must be analysed.
Placement schedule of
Brand A in
period
Schaltplan
imtest
Testzeitraum
(gross spendings)
(Brutto-Spendings)
Newspapers
TZ
As a cross-sector, cross-media advertising
effectiveness study, WirkungsSPIEGEL can
cover all the main communication
channels, unlike most tracking studies in
the market. The juxtaposition of ad
spendings with the types of exposure
achieved provides an initial overview of the
efficiency of a communication campaign.
Online
Magazines
PZ
Other
Sonstige
3%
7%
27%
4%
Mixed
exposures
Mix-Kontakte
(magazines/TV):
PZ-TV:
Personen,
die
People with
Mix-Kontakte
PZmixed
exposures
TV mit Honda(magazine/TV)
Kampagnen
to the
customer
hatten
campaigns
TV
53%
47%
46%
MonoMono
Kontakte
TV:
exposure
TV:
Personen,
People die
nur
über TV
reached
erreicht
by TV wurden
only
3%
Mono exposures
Mono-Kontakte
PZ
magazines
4
The effectiveness of campaign exposures
WirkungsSPIEGEL attests to the large
contribution made by print and online to
effectiveness in the media mix and in
differentiating from other genres, and is
capable of showing how advertising
campaigns change image profiles.
Figures in %
91
91
without campaign exposure
with campaign exposure
51
42
33
32
23
23
27
25
21
9
Aw areness
unaided
Aw areness aided
Advertising recall
aided
Affinity
Readiness to
purchase /
preference
Ow nership / use
a brand that is en vogue
offers products which really
make life easier
is individual
is competent
is sympathetic
is fast, flexible,
uncomplicated
Data updated quarterly:
WirkungsSPIEGEL supplies continuous
information on the position of a brand in its
competitive environment.
offers smart products
good
value for money
is a challenger
is reliable
applies completely / applies mostly
no campaign
exposure
TV only
Mag/TV mix
-
The exposure dose and its effectiveness
WirkungsSPIEGEL shows the varying
effectiveness of communication campaigns
in relation to the quantity of exposures
achieved.
This allows conclusions to be drawn
regarding the optimal dosage of the
campaigns.
70
60
Total
50
Interested in
the product
40
Advisors
30
Deciders
20
10
0
1-3 exposures
4-6 exposures
7-9 exposures
10 exposures
and more
40
35
Figures in %
30
25
20
15
Shares of
exposure types
26%
10
41%
Mag/TV mix
56%
By comparing the different types of
exposure in the course of the campaign, the
importance of mixed exposures can be
illustrated.
5
Preference:
Product A
Shares of
exposure types
TV only
71%
0
bis
bisto22 bis
3 3bis
4 bis
bis
7 to
bis7 up
8 bis
up
to 1 up
up to
up to
4 up5tobis
5 up6 to
6 up
to 89up bis
to 9 upbis
to 10
10
Exposures
6
Media use and advertising recall
Type
– Modern Medien
media scanners
Typ
1 –1Moderne
-Scanner
(16%;8,86
8.86Mio.)
million)
(16%;
Type
Typ
2 –2 – Discerning information
seekers
(13%;7,00
7.00 Mio.)
million)
Seeker
(13%;
Typ
3 –3Genuss
-Leser
Type
– Pleasure
readers
(8%;
(8%;4,33
4.33Mio.)
million)
Typ 4 – Informationsorientierte
Type 4 – Information-orientated
habitual users (4%; 2.09 million)
-
WirkungsSPIEGEL establishes a media use
typology embracing seven types as a basis
for strategic media planning. The typology
comes from the study "Media Talents"
conducted jointly by DER SPIEGEL and
G+J. At the same time, the typology was
integrated into ACTA 2008 in October.
Typ 5 – Wenig interessierte
Type 5 – Passive users with little
Passivnutzer
(28%; 15,45 Mio.)
interest (28%; 15.45 million)
Typ
6 –6Traditionelle
Type
– Traditional entertainment
users (18%; 9.71 million)
Typ
7 – Hedonistische Spa
ßnutzer
Type 7 – Hedonistic fun users
(14%;
(14%;7,47
7.47Mio.)
million)
Werbeerinnerung gesamt
Total advertising recall
= 100
= 100
Moderne MedienModern media
scanners
Scanner
It emerges that in particular people with
multifacted media consumption recall
advertising better than the average.
Especially where different media genres are
used in parallel, mixed exposures occur
whose effectiveness is demonstrably
greater than that of mono TV exposures.
130
Anspruchsvolle
Discerning
information
Inform ation
Seeker
seekers
109
Genuss-Leser
Pleasure
readers
110
Hedonistische
Hedonistic fun users
Spaßnutzer
101
Information-orientated
Inform ationsorientierte
habitual users
Gew ohnheits nutzer
Passive users with little
Wenig interessierte
interest
Passivnutzer
Traditional entertainment
usersTraditionelle
Unterhaltung snutzer
98
84
87
7