Transcript the PowerPoint of CBS`s David Poltrack

How The Internet
Has Enhanced The Value
Of Television Advertising
David F. Poltrack
Chief Research Officer, CBS Corporation
President, CBS VISION
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A.I.D.A. CONSUMER DECISION MAKING PROCESS
AWARENESS
INTEREST
DESIRE
2
ACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESS
THE ROLE OF TELEVISION
AWARENESS
INTEREST
DESIRE
3
ACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESS
THE ROLE OF THE INTERNET
AWARENESS
INTEREST
DESIRE
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ACTION
A.I.D.A. CONSUMER DECISION MAKING PROCESS
THE ROLE OF TELEVISION
AWARENESS
INTEREST
DESIRE
5
ACTION
CROSS MEDIA AUTO STUDY
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CAR MAKE/MODELS
Car Make/Model
Audi R8
BMW X6
Chevrolet Malibu
Dodge Challenger
Dodge Journey
Ford Edge Hybrid
Infiniti EX35
Nissan Rogue
Pontiac G8
Saturn Aura
VW Tiguan
Source: GfK Omnitel Survey, April 14-18, 2008
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AWARE -
All
Car
"Make/Model"
Aware-All
A
68%
B
32%
C
54%
D
30%
E
26%
F
23%
G
18%
H
53%
I
33%
J
30%
K
21%
AVG
35%
Source: GfK Omnitel Survey, April 14-18, 2008
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AWARE –
(Would Consider = 11%)
Car
"Make/Model"
AwareConsider
A
69%
B
36%
C
63%
D
46%
E
33%
F
35%
G
25%
H
63%
I
49%
J
41%
K
18%
AVG
43%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOURCE OF AWARENESS = TV (ALL)
Car
"Make/Model"
TV
2ND CHOICE
2nd SOURCE
A
63%
16%
Magazines
B
59%
14%
Magazines
C
66%
13%
Magazines
D
58%
20%
Magazines
E
66%
15%
Magazines
F
44%
21%
Magazines
G
58%
12%
Magazines
H
57%
20%
Magazines
I
55%
14%
Magazines
J
45%
23%
Magazines
K
51%
21%
Magazines
AVG
57%
17%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOURCE INFORMATION – (All Aware)
Car "Make/Model"
ANYWHERE
A
11%
B
9%
C
11%
D
11%
E
7%
F
13%
G
5%
H
13%
I
11%
J
11%
K
10%
AVG
10%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOUGHT INFORMATION – (Would Consider)
Car
"Make/Model"
ANYWHERE
A
28%
B
19%
C
33%
D
29%
E
12%
F
27%
G
19%
H
35%
I
20%
J
29%
K
18%
AVG
24%
Source: GfK Omnitel Survey, April 14-18, 2008
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SOUGHT INFORMATION – (All Aware)
Car
"Make/Model"
% INTERNET
% MAGAZINE
% DEALER
A
46%
18%
29%
B
29%
17%
28%
C
46%
18%
19%
D
28%
25%
25%
E
43%
20%
11%
F
53%
8%
14%
G
58%
24%
6%
H
53%
20%
24%
I
40%
9%
31%
J
48%
21%
18%
K
34%
16%
24%
AVG
43%
18%
21%
Source: GfK Omnitel Survey, April 14-18, 2008
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MEDIA DISTRIBUTION
TELEVISION:
BUILDS AWARENESS
AND INTEREST
Source: GfK Omnitel Survey, April 14-18, 2008
THE INTERNET:
Call to Action
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MEDIA DISTRIBUTION
TELEVISION:
BUILDS AWARENESS
AND INTEREST
Source: GfK Omnitel Survey, April 14-18, 2008
THE INTERNET:
Call to Action
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MEDIA DISTRIBUTION
TELEVISION:
BUILDS AWARENESS
AND INTEREST
Source: GfK Omnitel Survey, April 14-18, 2008
THE INTERNET:
Call to Action
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MEDIA DISTRIBUTION
TELEVISION:
BUILDS AWARENESS
AND INTEREST
Source: GfK Omnitel Survey, April 14-18, 2008
THE INTERNET:
Call to Action
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THE ECONOMICS - Advertising
“C3”…
The New Currency
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• Advertising Rating Company (ARC) is an independent
advertising research firm that conducts syndicated
research on advertising creative effectiveness
• The overall creative effectiveness metrics – ACE Scores
– measure the extent to which advertising creative builds
consumer demand for the brand or product
• The metrics are comprised of consumer ratings with
respect to Desire, Information, Impression, Liking and
Watchability of a TV commercial
• Effectiveness is determined by reaching a score of 50
out of 100 points on component ratings
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ACE Scores: Ad’s overall effectiveness in building
consumer demand for the brand/product
ACE (Advertising Creative Effectiveness) Scores of
Currently Running TV Ads Rated by 18-49 yr Old Viewers:
Automotive
450
401
400
350
326
312
310
300
271
250
266
261
248
246
228
223
187
200
150
Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand
A
B
C
D
E
F
G
H
I
J
K
L
Source: Advertising Rating Company, Nov. 2007
N per ad: 1,000
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THE ECONOMICS - Advertising
EYETRACKING
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APPLICATIONS
USABILITY STUDIES
ADVERTISING
•WEBSITES
•SOFTWARE
•COMPUTER GAMES
•INTERACTIVE TV
•HAND HELD DEVICES
•TELEVISION
PROGRAMMING
•WEBSITES
•TV COMMERCIALS
•PRINT
ADVERTISING
•MOVIE TRAILERS
•BILLBOARDS
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CLASSIC PHYSIOLOGICAL RESPONSE
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P300
Stimulus
0
 The detection of the red
dot generates a classic
brain response indicating
voluntary attention and
detection.
-30
Topological Map
at 500 milliseconds
2007 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
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XYTE TYPOLOGY
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THE ECONOMICS - Advertising
ROI:
The Holy Grail
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TRA DATA ON LUXURY CAR OWNERS
169
54
LUXURY CAR OWNER INDEX (5.0+ Rated Programs)
Source: TRA Data for Southeast Market, June 2008
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NEW MEDIA TECHNOLOGY: Three Screens
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NEW MEDIA TECHNOLOGY: Three Screens
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