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WORLDWIDE MULTI MEDIA MEASUREMENT

Building cross-media norms

William J. Havlena, Ph.D.
Alex Kalluf
Robert J. Cardarelli

Abstract

The presentation will report on the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents. The results provide insights into how different media work at returning objectives (brand metrics) across the different stages of the traditional hierarchy of advertising effects. Measuring return on objectives, in the sense of brand equity, is of particular importance given the current state of the global economy, as media planners and marketers look beyond OTS to efficiency when communicating with their target prospects.

The approach evaluates the contribution of different media (such as TV, print, online, and radio) to the overall campaign impact on awareness, consideration, and favorability. In addition to the insight provided by quantifying the independent contribution of each medium, the measured interactions are of particular value to quantify media synergy. This analysis can help advertisers solve problems of media allocation using empirical data on campaign effectiveness, as no other research company has an equivalent database of studies with a high level of standardization.

Outputs will be presented in terms of how each medium or media combination works to build the different components of consumer reactions to advertising. These results can be generalized to formulate guidelines for planning media allocation and duplication.
 

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William j.havlena, Ph.D.

Vice President, Research Analytics
Dynamic Logic, a Millward Brown Company


Bill is a member of the Dynamic Logic/Millward Brown cross media team and assists with cross media and digital methodology development. His research on advertising effectiveness and on consumer perceptions and emotions has been published in major U.S. and European marketing and business journals. Prior to joining Dynamic Logic in 2003, Bill was a marketing professor at several universities, including Fordham and Southern Methodist Universities.  Bill earned his Doctor of Philosophy and Master of Business Administration in marketing and a Bachelor of Arts in statistics from Columbia University.


alex kalluf

Director of Data Analytics, Media Group
Dynamic Logic, a Millward Brown Company


Alex works within the Media Group, which is a joint team of data and media experts from both Dynamic Logic and Millward Brown, where he currently offers data insights and support to the cross media product offerings. Prior to joining the media group, Alex worked with the custom solutions team, where he mainly focused on database analytics for online normative advertising effectiveness research. Prior to Dynamic Logic, he managed data analytics for TGI Latin America. He is currently concluding a master's degree in marketing and social research from the University of Westminster in London.

Robert j. cardarelli

Director, Strategic Services and Marketing Science
Millward Brown USA


Robert is currently a member of Millward Brown's Strategic Services and Marketing Science group. Prior to this position, Robert spent five years working with Dynamic Logic where he focused on the development of cross media and digital marketing effectiveness studies. Before joining Dynamic Logic, Robert worked six years at KMR, where he was accountable for all technical aspects of TGI Latin America and helped with the development of the MARS readership study conducted in the US.


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