At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Triggering Engaged Consumers How Cross-Platform Advertising Generates Online Behavioral Response. The challenges of measuring the effectiveness of cross-media platforms and the multi-screen effect, is presented through the examples of methods and their limitations & analysis of case studies. The presentation is given by Joan FitzGerald Vice President of comScore inc.

2. Triggering Engaged
Consumers
How Cross-Platform Advertising
Generates Online Behavioral Response
Joan FitzGerald
Vice President
comScore Inc.

3. comScore is a Global Leader in
Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported
Local Presence 30+ locations in 21 countries
V0910

4. Background
Reaching consumers is more challenging
• New media and devices
– = More opportunity to create brand experiences that
consumers enjoy
– = More opportunity to create compelling programming
to build and retain audiences
• How do we measure the impact across TV,
Internet and mobile?
– Methodologies in development for use in 25,000
multi-screen consumer research panel

5. Problems
Measuring the impact of cross-platform media is
a significant challenge
Econometric modeling is not an optimum solution
for media
• Works best with single, immediate response and
clearly-defined time periods
– Think promotions, sale pricing, couponing
• Media responses are multiple, not necessarily
immediate, and time periods are not clearly defined
– Think awareness, likeability, favorability, intent-to-purchase
– Think long-term, short-term, carry-over, “halo” effects

6. Opportunity
“Single-source” research presents
opportunity to uncover media effects
• More granular
– Break out and understand groups of consumers who may
use media in dramatically different ways
• Think “OTT,” heavy DVR, mobile video, mobile app users
• Faster
– After each week of campaign, not after 24 months of
prior data
– Answer questions about what marketers should do now

7. Methods
comScore established 3,700+ person multi-screen
“Test Panel”
• Persons-level Internet usage matched to
household-level television viewing
– Blind, third-party match
• Data sources
– TV ad exposure: ad schedules matched to TV
“set top box” viewing data
– Internet ad exposure: comScore technology
– Consumer response: website visitation via
comScore technology
• January – April 2010

8. Methods
“Pre-Exposure” and “Post-Exposure”
• Exposure “windows”
– 3-day, 7-day, 14-day
– TV advertising, Internet advertising, TV or
Internet advertising
• Online behavioral response
– Change in website visitors, change in pages per visitor,
change in minutes per visitor

9. Methods
Limitations
• 3,700+ sample size lower than 25,000 planned for
multi-screen panel
• Demonstration data; not weighted or adjusted
• TV advertising exposure is household-based while
Internet advertising exposure is persons-based
• Descriptive statistics used
• Online advertising and online behavioral response are
“co-located,” therefore, one might expect online
advertising to show greater response than TV advertising
using the methods presented here

10. Analysis
2 case studies
Major Entertainment/Film and Financial Services brands
• Neither solely or primarily e-commerce brands; however,
online behavior important measure of success
• Different campaign objectives
– Entertainment/Film: build brand equity and
intent-to-purchase
– Financial Services: drive direct response, including
website visitation
• Multiple creative executions and websites combined
for analysis

11. Analysis
Campaign reach
Both brands delivered “exclusive” audience via TV and Internet
• Entertainment/Film brand with 39% TV exclusive and
11% Internet exclusive
• Financial Services brand with 24% TV exclusive and
6% Internet exclusive
Campaign Reach
January - April 2010
Exclusive - Exclusive -
Total TV Internet Duplicated TV Internet
Entertainment/Film 88.1% 76.9% 48.7% 37.6% 39.3% 11.1%
Financial Services 97.6% 91.7% 73.2% 67.3% 24.4% 5.9%

12. Analysis
Performance within exposure windows reflected
campaign objectives
• Entertainment/Film brand equity/purchase intent campaign –
longer-term effects
– Change in website visitors highest for 14-day window
• Financial Services brand direct response campaign –
immediate effects
– Change in website visitors highest for 3-day exposure window
Change in Minutes Per Visitor After First Exposure
Entertainment/
Film Financial Services
Within 3 Days 97 109
Within 7 Days 110 87
Within 14 Days 121 83

13. Analysis
Measureable impact of TV and online
advertising using pre/post method
Change in website visitors greatest when evaluating
impact of TV and Internet campaign together
Change in Website Visitors After First Exposure
Either TV
TV Internet or Internet
Entertainment/Film -4% 19% 36%
Financial Services* 9% 16% 57%

14. Analysis
Measureable impact of TV and online
advertising using pre/post method
Change in pages per visitor and minutes per visitor were positive
post-exposure; however, cross-platform impact not as high
Change in Pages Per Visitor After First Exposure
Either TV
TV Internet or Internet
Entertainment/Film 41% 57% 20%
Financial Services 8% 129% 129%
Change in Minutes Per Visitor After First Exposure
Either TV
TV Internet or Internet
Entertainment/Film 61% 115% 63%
Financial Services 25% 100% 100%

15. Conclusions
Method uncovered multi-screen media effects
• TV and Internet advertising alone, and TV and
Internet advertising in combination, showed
measureable impact on online behavioral response
– TV and Internet combined had a greater impact on change
in website visitors than TV and Internet alone
• Pre/Post construct is useful method to understand
media effects
– Can be further refined to explore impact of frequency of
exposure and timing of multi-screen exposure

16. Opportunities for Future Research
Multi-screen media effects
• Frequency of exposure….
How many exposures on what media in advance
of the website visit?
• Media “equivalencies….
How many banner ads = a 30-second spot?
• Response curves….
Optimizing exposure to generate a response

17. Next Steps
25,000 Multi-Screen panel
• 25,000 opt-in panelists with access to mobile,
TV, Internet
• Recruitment begins Q2 2011
• Single-source cross-platform measurement

18. Thank you!