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European Interactive Advertising Association Cross Media Research Project
Methodology sheet
Objective
Evaluate the effectiveness and efficiency of online advertising, not in isolation but as an integrated component of the marketing mix
Methodology
This research has been conducted using a unique set of parameters intended to increase the media and marketing industries’ understanding of how TV, Internet, Print and Radio media function together. These include:
the use of a paper diary on seven consecutive days, in three waves
the European approach
the broad number of campaigns monitored
the significant sample size/ number of completed interviews
the range and depth of data recovered
Execution:
1. A panel of regular internet users were recruited from the NFO online panel.
2. The sample was weighted to represent the online population on gender, age and income according to the findings of the population representative internet user monitor Euro.net 9 (2002 - conducted via CATI)
3. The panel were asked to keep a Diary, for one week, so that their use of all media (TV, radio, print, online) could be tracked. Each participant in the survey was asked to fill in a paper & pencil diary during his/her week of participation, which media he or she has used when, so, TV/ radio shows watched, print media read and Internet sites visited were able to be analysed. The largest main advertising websites in each country were tracked plus relevant sector sites.
We ran 3 diary waves in each country, Germany, UK and France and were able to monitor 3 weeks of advertising activity / media consumption so 9 weeks of advertising activity / media consumption were monitored in total:
Germany UK France
Wave 1 8-14 July 15-21 July 23-29 September
Wave 2 15-21 July 22-28 July
30 September – 6 October
Wave 3 22-28 July 29 July – 4 August 7-13 October
There were 5,998 panellists in the entire study giving approximately 2,000 in each country.
4. The panel were sorted into groups dependent upon their media exposure during the field period and Data translated into opportunities to see (OTS)
5. Reach of media calculated based on different media exposure groups
6. After the diary-keeping phase of the research, the panel were interviewed to measure the impact of the various advertising messages they were exposed to, i.e. collect branding metrics: Awareness, recall and purchase intent regarding big brand campaigns.
7. By combining these data with the results of the main questionnaire it was possible to show the variations in advertising effectiveness between the groups exposed to different media combinations and the additional effect of online advertisement e.g. by comparing brand awareness between a group, which had only TV-opportunities to see” and another group, which had “opportunities to see” in both, TV and the internet.
8. For factual ex-post media plans for the surveyed and analysed campaigns and media we relied on data from professional TV advertising statistics from ACNielsen Media Measurement Services Factual ex-post online media plans were provided by the advertising agencies in co-operation with the websites/portals.
9. Opportunities to see (OTS) were determined by matching the information given in the diary and the factual ex-post media plans. Example: A TV spot of Sony Ericsson was broadcast on "RTL" on the 10th July at 8:09 p.m. A respondent who specified in the diary having seen this TV channel on the 10th July between 8:00 and 8:15 p.m. was given an OTS of 1. If this respondent had the opportunity to see more of Sony Ericsson''s TV spots the OTS were cumulated.
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