CrossMedia™ Methodology

1. CrossMedia™ Methodology Baseline consideration Media Impact on baseline (this captures underlying brand predisposition) Additional media effect Media Brand experience Brand experience Pre-existing Consideration Pre-existing Consideration Category usage Category usage Category involvement Category involvement CrossMedia™ uses a multiple regression modelling technique to isolate the effectiveness of all the individual media involved in the campaign and assess how the different media have interacted together. The pre/post analysis of media campaigns allows us to account for pre-disposition towards the brand and therefore genuinely isolate the true media effects

2. CrossMedia™ Methodology Unexposed Exposed Uses brand Uses brand  Has had +ve experience of brand Has had +ve experience of brand Heavy category involvement Heavy category involvement   Diff 45% consideration (of brand) 55% consideration (of brand) +10% campaign effect By including other non advertising variables in our models we ensure that we are accounting for how people feel about the brand before being exposed to media – and thus accurately identify the campaign effect

3. CrossMedia™ Methodology TV, Outdoor, Newspapers, Retail, Sampling Online • Declared: through detailed questions on media use, eg: • For TV: day parts viewed, hours per day part, specific channels and programmes viewed… • For Newspapers: titles read, frequency of readership etc… • For outdoor: travel patterns • Plus highly detailed post campaign reports from media agency for all media • Plus external media information about the structure of and consumption patterns for each active media (eg BARB, NRS, Rajar, Postar) • Dynamic Logic’s cookie technology, allows us to determine which people have been exposed to the ad and the frequency of exposure (number of times exposed to the ad) Measuring exposure to the media and working out probable frequency of exposure:

4. We can then also accurately determine how much of the uplifts in brand metrics due to the campaign impact are attributable to the different media channels used Estimate each respondents’ likelihood to have seen each medium in campaign Calculate shift in metric due to media exposure Uplift in Consideration (13.2%) Don’t use appropriate websites Use appropriate websites    Reads relevant newspaper title once a week Reads relevant newspaper titles six days a week   2.0 7.0 Heavy TV watcher in relevant day parts Lighter TV viewer in relevant day parts    Does visit retail outlets  Doesn’t visit retail outlets  Retail Sampling Online Outdoor  Newspapers  Does use sampling Does use sampling TV