Presentation to the ARF Print Council

1. PRESENTED TO
Cross Media Measurement
A New Approach to Tracking
ARF Print Council
March 2008

2. Agenda
The Call for Cross Media Measurement
The InsightExpress Advantage
Cross Media Measurement: Methodology & Deliverables
Getting Started
3
9
21
35

3. 3
MEASURING OFFLINE & ONLINE
The Call for Cross
Media Measurement
Our Services Our MethodologyThe IX Advantage Getting StartedThe Call

4. The Call for Cross Media Measurement
Traditional media planning and optimization is more challenging
than ever
Proliferation of channels - Internet, TV, print, radio and mobile.
It’s crucial to identify the optimal media mix to best drive results and
prevent uninformed decision making
Increased media fragmentation, a cluttered media environment, and
consumers’ decreasing reliance on a single media source
Continued need to quantify impact and ROI for media
investments
Advancements in ad-serving, tracking of actual exposure (i.e.
online) and point in time measurement have led to significant
breakthroughs

5. Moving Beyond Traditional Tracking
The advantages of traditional tracking are also available with
Cross Media.
Longitudinal measurement of brand health
Marketplace representation
Conversely, the limitations found with traditional tracking don’t
apply to the Cross Media methodology.
Very difficult to attribute brand perception change to specific
advertising or marketing efforts
Limited insight to aid campaign or media optimization

6. InsightExpress’ Cross Media Solution
A comprehensive look at your advertising and marketing efforts
across any combination of print, television, radio, online, and
mobile
360° measurement yields combined and isolated effect, media
allocation recommendations and optimization strategy
Quantification of return on advertising investment per media
Combines strengths from both online and traditional tracking
studies
Advanced technology, point in time recruitment and gold standard
design
Brand Equity and advanced analytics provide a panoramic view,
depth and texture

7. Overview of Cross Media Measurement
As leader in online media measurement, we provide the same
powerful measures across all channels
Brand Awareness (aided/unaided), Message Association, Brand
Favorability, Purchase Intent, Emotional-Driven Responses
Once campaign performance is determined, the media analysis
will reveal:
Combined and isolated effect of multiple media channels
Impact of media frequency
Cost per branding effect
Optimization recommendations
Predictive brand performance

8. Our Customized Approach
The InsightExpress Cross Media approach is centered around
meeting individual client research needs
There is no standardization, no formulaic processes by which to
abide
Flexible survey design
Each study is tailored around the client’s specific, unique goals
Client objectives are fully integrated into the process, yielding
powerful, actionable results
Senior research team dedicated to each client

9. 9
A COMPREHENSIVE SOLUTION
The InsightExpress
Advantage
Our Methodology Getting StartedThe IX AdvantageThe Call

10. A Comprehensive Solution, 5 Key Benefits
(1)
Superior
methodology
(2)
Advanced
analytics
(3)
Brand equity
expertise
(4)
Progressive
recruitment
methods
(5)
Sophisticated
technology
◄ The InsightExpress Cross Media Solution ►
Online · Print · TV · Radio · Mobile · OOH

11. A Comprehensive Solution, 5 Key Benefits
1. Superior methodology:
For offline exposure tracking, OTS (Opportunity To See) offers a
better read on media consumption.
For online exposure tracking, Experimental Design precisely
isolates the advertising effect.
2. Advanced analytics:
More advanced than historic tracking data, Cross Media
analytic outputs are both predictive and diagnostic moving
beyond trends.
3. Brand equity expertise:
Enhance Cross Media data with unique brand performance
barometers and key drivers analyses.

12. A Comprehensive Solution, 5 Key Benefits
4. Progressive recruitment methods:
Innovative sampling options based on our patented methodology.
5. Sophisticated technology:
Our powerful survey platform can streamline your research and
significantly improve efficiency.

13. Superior Methodology: Opportunity To See
OTS is the gold standard in Cross Media
Endorsed by the ARF
OTS provides the most reliable method of identifying media
consumption
Employs a true exposed/unexposed research design.
OTS places emphasis on whether the respondent had a true
“opportunity to see” an ad, rather than relying on an unpredictable
source of recall measure
Even when traditional trackers (infrequently) capture media
consumption data, it’s not incorporated into analytics
Online exposure is not well documented by traditional studies
a comprehensive solution: superior methodology: ots

14. OTS Print Example
Which of the following publications do you read or subscribe to?
(Answer choices: Publication 1, Publication 2, Publication 3, etc).
Which of these issues of Publication 1 have you read or looked
through? (Sample answers: 6/15, 8/10, 9/7, etc. as issues go to print
and cover images become available).
Which of these issues of Publication 2 have you read or looked
through? (Answer choices again include specific dates)
Test OTS = “Read or looked through” issues containing ads
Frequency = Number of issues read containing ads
a comprehensive solution: superior methodology: ots

15. OTS TV Example
Which of the following television networks do you watch? (Answer choices: ABC,
NBC, FOX, etc).
Please indicate the times of day and days of the week you usually watch TV:
Test OTS = Watch the networks carrying ads during time slots ads ran if
surveyed after ad launch
Frequency = Number of time slots watched * Time between campaign start and
survey time stamp.
Late Night (After 11pm)
Prime Time (8pm-
11pm)
Early Evening (5pm-
8pm)
Afternoons (Noon-5pm)
Morning (6a-Noon)
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
Late Night (After 11pm)
Prime Time (8pm-
11pm)
Early Evening (5pm-
8pm)
Afternoons (Noon-5pm)
Morning (6a-Noon)
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
a comprehensive solution: superior methodology: ots

16. a comprehensive solution: superior methodology: ots
•Television
•Magazine
•Newspaper
•Radio
•Outdoor
•Online
•Others
•Online

17. Superior Methodology: Experimental Design
For online and mobile exposure tracking, Experimental Design
precisely isolates the advertising effect by pre-assigning
individuals to either the test or control group using ad server
segmentation, and then comparing their responses.
Through our proven AdInsights® offering, the exposure to each
online ad is recorded in the Web user’s cookie file.
This data lets InsightExpress determine frequency, exposure to individual
creative units, and sites visited.
Norms across verticals and publisher genres provide category-
wide benchmarks
For offline media, Experimental Design is not viable, therefore
OTS is employed.
a comprehensive solution: superior methodology: experimental design

18. Advanced Analytics
Frequency optimization:
A model built to examine the impact of frequency levels for individual
media channels and identify the most effective range.
Cost per branding effect:
Determine the most cost effective channel(s) for optimizing lift among
key branding metrics (unaided ad awareness, unaided brand
awareness, aided brand awareness, preference, etc.)
Media channel comparison:
Understand the brand delta for each channel, holding frequency
constant
InsightExpress provides sophisticated analyses that uncover valuable and
actionable learnings.
a comprehensive solution: advanced analytics

19. Deeper Analytic Insights With Brand Equity
Start with a snapshot of current brand equity.
Establish a baseline from which brand equity can be gauged
moving forward.
Continuously track equity over time.
Deliver strategic brand-building intelligence to make real-time
decisions.
Monitor how your media strategies affect your brand.
To further enhance your data, consider including a set of brand
attribute questions and analyze key driver measures.
a comprehensive solution: brand equity

20. Progressive Recruitment Approach
Employs our patented, cutting-edge e-RDD sampling methodology
Data collected online for all media channels
Online data collection for those experiencing online media
Ability to target recruitment
Quality of recall sample (based on actual exposure)
Segmentation by creative, size, ad size, frequency, etc.
Online data collection for those experiencing offline media
An alternative to falling offline cooperation / completion rates
Supports image, audio and video stimuli, enhancing recall accuracy
Lessens economic research burden, maximizing media dollars
Panel recruitment allows for representative audience outside online media
footprint
a comprehensive solution: progressive recruitment

21. Sophisticated Survey Platform
The InsightExpress survey platform leverages the quality,
access and speed offered by online recruitment
Online analytic tools help you answer key research
questions in real-time for measures outside of Brand Equity.
Our technological capabilities are continually evolving to
meet and exceed the needs of our clients, and stay ahead of
the latest advances
a comprehensive solution: sophisticated survey platform

22. 22
CROSS MEDIA MEASUREMENT
Methodology &
Deliverables
The IX Advantage Getting StartedThe Call Our Methodology

23. Web Site
Audience
Online Exposed Segment
Online Control Segment
How It Works
Brand Attitudes
Brand
Impact
Representative
InsightExpress
Panelists
Offline Media
Consumption
(OTS)
Brand Attitudes
Offline
Exposed
Segment
Offline
Control
Segment

24. Our Survey Design and Recruitment
Design: Factorial experimental (when feasible)
Matched/split markets: TV, radio, etc.
Ad server segmentation (when online advertising is in the mix)
Recruitment: Exposed/unexposed ad-measurement techniques
OTS: Media consumption behaviors intersected with media plan
Actual exposure data (via cookie data when using online advertising)
Sample: Representative sample source
Ensure performance of all mediums is not over or under represented
Understand market sizes and incidence
Typically recruit minimum n=400/medium (n=200 exposed/n=200 control)
Continuous recruitment
Monitor the campaign build over time, reducing any time based shocks
Pre/post reserved for roadblock type situations

25. Our Cross Media Analysis Approach
1. Combine survey results
Core: survey results from representative source
Proportional augment: results from the online ad media stream
2. Weight control and test groups to isolate advertising impact
Key demographics
Custom client/industry dimensions
Media consumption habits
3. Determine exposure levels in aggregate by media type
Offline: OTS by media plan and stated media habits
Online: recorded ad exposures

26. Our Cross Media Analysis Approach
4. Measure branding metrics in aggregate and by media type,
accounting for exposure levels
Awareness (unaided, aided, awareness of advertising, message
association, etc.)
Persuasion (brand favorability, likelihood of purchase, likelihood of
recommending to friends or relatives, brand attributes, etc.)
5. Calculate economic impact for each metric and media based
upon:
Brand performance
Market size and reach
Spend

27. Our Analytical & Decision-Making Deliverables
Key deliverables that provide actionable learnings:
Cross Media campaign performance summary (also available by
target sub groups)
Media channel comparisons
Economic performance, including Aggregate Cost per Branding
Effect calculations
Branding/frequency elasticity and implications on brand and
campaign metrics
AdInsights® online media measurement analysis
Brand Equity measures
Media optimization, when appropriate

28. Cross Media Campaign Performance Summary
54.4%49.2%40.3%34.3%Magazine Ad Awareness
59.9%59.1%48.3%47.3%Likelihood of Recommending
Top 2 Box Agreement: Brand X....
73.5%69.4%58.5%55.4%Products allow me to XXXX…
71.3%69.2%58.7%55.9%Products allow me to XXXX…
57.9%56.5%45.9%44.4%Makes products that are simple and easy to use
66.8%68.1%54.5%53.1%
Products provide me with the flexibility and freedom my busy
schedule requires
61.9%59.0%46.5%46.1%Provides me best in class product and XXXX…
76.6%
69.8%
70.5%
30.9%
51.0%
95.2%
25.7%
651
Both Media
73.2%
65.4%
68.9%
22.1%
39.0%
92.0%
16.8%
562
Magazine
65.7%63.8%Likelihood of Requesting from Employer
59.2%55.2%Likelihood of Purchase for Self
59.7%56.2%Brand Favorability
Persuasion Metrics:
26.9%16.2%Message Association: “XXXX..."
42.5%32.4%Online Ad Awareness
93.9%91.8%Aided Brand Awareness
20.5%14.8%Unaided Brand Awareness-First Mention
Awareness Metrics:
1,366944Unweighted Sample Size
OnlineControlSample
Total Target AudienceBrand Metric

29. Media Channel Comparison Example
Associate Brand X with Message
16.2%
30.9%
26.9%
22.1%
0%
5%
10%
15%
20%
25%
30%
35%
Control Exposed Online Exposed to Magazines Exposed to Both
Understand the impact of advertising campaigns on metrics such as
message association.
In the example below, improvements in awareness of Brand X’s
message are found in all media exposure groups, but are strongest
when the online campaign is involved.
Delta: 10.7% 5.9% 14.7%

30. Cost Per Branding Effect Example
Cost per Branding Effect = Media Cost / (Qualified Audience * Brand Increase)
Example: Unaided Ad Awareness for Broadcast - consider your objectives
CPE = $10,000,000 / (21,369,990 * 4.3%) = $10.89
Actual Broadcast
Spend
Unaided Ad
Awareness Increase
Qualified Broadcast
Audience
Media Combination
Unaided Ad
Awareness
Unaided Brand
Awareness
Aided Brand
Awareness Preference Average
Broadcast Alone $10.89 $7.03 $5.22 $53.85 $18.11
Cable Alone NA NA $0.72 NA $0.72
Online Alone $2.82 $1.86 $1.63 $2.35 $2.16
Broadcast and Cable $8.77 NA NA $33.72 $21.24
Broadcast and Online $4.10 $3.58 $3.25 $19.90 $7.71
Cable and Online $3.80 NA $0.83 NA $2.31
Broadcast, Cable and Online $4.80 $6.92 NA $60.24 $23.99
Average Cost Per Branding Effect

31. Frequency Optimization:
Online alone: 4 (maximum improvement at 5)
Television alone: 12 (maximum improvement at 22)
Online with television: 9 total (maximum improvement at 15)
n=295 control, 2,343 online test without exposure to offline ads, 873 television test without exposure to online or magazine ads and 3,723 combined online and TV.
Extensive cross-media exposure prevents inclusion of magazine advertising in this analysis.
"First Mention" Unaided Brand Awareness
0%
2%
4%
6%
8%
10%
12%
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
Number of Exposures
Increase(Delta)inAwareness
Online Television Online with TV
Actual Online Frequency =4
Actual TV
Frequency=12
Actual online/TV
Frequency=9

32. • In scenario 1, total spending is about the same, reach is reduced to 70% with savings
applied to additional spending online, with slightly better results on most brand metrics.
• In scenario 2, overall TV spending is reduced while maintaining overall online spending
and campaign reach, with marginal loss in campaign impacts.
Scenario 1: Reduce Reach to 70%
Increase online frequency
8.3%
10.3%
7.7%
30.7%
12.6%
50.9%
32.4%
9.7%
9.8%
53.3%
30.5%
9.4%
33.2%
14.5%
0% 10% 20% 30% 40% 50% 60%
Unaided brand awareness
Aided brand awareness
Recall of online advertising
Recall of television advertising
Message Association
Brand favorability
Likelihood of Purchase Increase (Delta)
in Brand Metrics
Scenario 1
Benchmark: Actual
Campaign
Scenario 2: Reduce TV frequency
for $1.5MM in savings
7.5%
8.6%
7.7%
30.7%
12.6%
50.9%
32.4%
9.7%
9.8%
47.3%
28.7%
8.7%
30.2%
12.1%
0% 10% 20% 30% 40% 50% 60%
Unaided brand awareness
Aided brand awareness
Recall of online advertising
Recall of television advertising
Message Association
Brand favorability
Likelihood of Purchase Increase (Delta)
in Brand Metrics
Scenario 2
Benchmark: Actual
Campaign
Media Optimization Example

33. Brand Equity Deliverables
As part of a Brand Equity program, you will be provided with an
unmatched view into your brand
Insight Equity Index Score. The IEI is delivered in a concise
thermometer graph that sets baseline brand equity measures.
Over time identify what triggers your equity needle to move.
Brand Strength Quadrant Map. Understand how your brand and
your competitors’ brands stack up against one another on overall
familiarity and strength.
Brand Preference Share. Quantify how much of the market is
yours today. Trending brand preference will tell you how much of
the market you have captured through your efforts.

34. Understand Brand Strength
Individual level utilities created from staging data are
used to produce tools to assess brand strength.
70
80
90
Delta
ATA
SouthwestAm
erican
Northwest
BrandStrengthIndex
BrandStrengthIndex
Brand Familiarity
Power
Brands
Declining
Brands
Niche
Brands
Insignificant
Brands

35. Make Us a Part of
Your Future
Thank you for your time.
Molly Hislop
Director of Market Research
mhislop@insightexpress.com
InsightExpress is building
the future of market research.