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Project Apollo

Project Apollo. Focused Direction for Reaching Your Most Valuable Consumers. The Vision. Deliver brand messages with greater relevance Enable direct ROI measurement Project Apollo: National marketing research service Multi-media and commercial exposure

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Project Apollo

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  1. Project Apollo Focused Direction for Reaching Your Most Valuable Consumers

  2. The Vision • Deliver brand messages with greater relevance • Enable direct ROI measurement • Project Apollo: • National marketing research service • Multi-media and commercial exposure • Purchase behavior/sales results and attitudinal information …..FROM A COMMON SAMPLE OF CONSUMERS

  3. Online Surveys Database Integration The Technology Foundation PPM Homescan

  4. Project Apollo Single-Source Pilot 5,000-Household (~11,000 Person) National Consumer Database • Multiple Media and Marketing Touch Points • Network TV, syndication, cable network TV, network radio media use • Commercial exposure • Magazine, daily/national newspaper, FSI/pre-print readership • Purchase Behavior • Product purchase information from either in-home scannerand/or online surveys • Retail store visits (via in-home scanner) • Lifestyles and Attitudes • Surveys or other sources such as Spectra Geo-demographic coding • Integration of proprietary databases From The Same Consumer

  5. Electronic Measurement Surveys Electronic Print Measurement Billboard/ Outdoor Commercials Cable Networks Consumer Magazines POP/In-Store Direct Mail Broadcast Network TV Network Radio Daily/National Newspapers Store/Office Media Exposure Streaming Media Retailer Circulars Time Line for Media MeasuresTechnology Advancements, Industry Cooperation andPotential Partnerships Current Next Steps Future Capabilities Video Games Cinema Internet

  6. Project Apollo Single-Source Pilot Objectives • Superior Targeting • Return on Investment • Campaign Performance • Commercial Exposure • Competitive Advantage • Validate the technologies and methodologies which will be utilized as part of Project Apollo

  7. Segmentation via On-Line Survey Capabilities Q: What health conditions / ailments…. You or any member… over last 6 months? Sample Size 1,499 1,387 1,046 878 633 610 597 Estimated sample size based on 5k panel, Individual level, media and respondent static applied.

  8. Different Media Choices/Dayparts, Programs ….. Using Behavior-Based Media Planning “Idol” and “Housewives” move down on the list when buyers and spend levels are incorporated in to the planning process

  9. Targeting Dollars and a More Relevant Consumer Can Have a Significant Affect on Top-line Growth as well as ROI $5.4 million difference from a slightly higher quality target – same reach of 20 million

  10. Quantify ROI • Campaign had stronger ROI with Behavior – Based Targeting

  11. Pilot Objective: Campaign Performance and Commercial Exposure The campaign reached heavier brand buyers on ABC Primetime with a buying rate index of 145 compared to NBC and CBS where buyers who viewed the commercials were only average spenders

  12. The Promise of Project Apollo • Efficient Targeting……better results for the same spend and the same reach • Effective Targeting…….reach a more relevant consumer with a much more targeted message • Sales Impact for each Campaign • Refinement of Marketing Program based on understanding of behavioral response to the program

  13. Project Apollo Thank you

  14. Future of Audience Measurement • The “Future is Now” • Convergence of “discontinuous change” (Christiansen) and tipping point psychology (Gladwell) • Little change in media, and media research, in many decades • Rapid change now

  15. Discontinuous Changes NoYes • Media Satellite Radio iPods/MP3s DVR’s/HDTV, Plasma Screens Convergence of TV, Internet, Computer, Cell Phone, (later WiFi) distribution • Advertising Consolidation/Media Buying Shops Advertiser leadership on database integration/analytics – media planning • Media Research PPM, LPM Apollo (end of silos, performance CPMs, provable power of creative, ROI)

  16. Why is Change Coming so Fast? A Tipping Point • The technology is available (unlike ScanAmerica) • Economics of status quo eroding • Slow growth in traditional media • Non ad supported media revenue exceeds ad supported (2004) • In 2005 “new media,” with performance metrics, took dollars • Radio has committed to change to reignite growth • LIM • Digital • Electronic Measurement

  17. Why is Change Coming so Fast? A Tipping Point (continued) • Most important – advertiser taking direct role • Slowing unit growth, little pricing power • Marketing efficiency mandatory • SOX (role of CFOs, Purchasing) • Accountability (Stengel ANA Speech) • “Perfect” is the enemy of “better.”

  18. What Does This Mean? • Silo’d databases will recede • Media planning and buying will use adjusted CPMs • Planning will be more directive • EDI • New relationships • Bolder initiatives by media research • Industry acceptance of total quality/holistic metrics • Voluntary code of conduct for MRC (vs. legislation) • Acceptance of likelihood of rapidly evolving measurement • “perfect” is the enemy of “better”

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