Advertising research online resources
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Transcript of Advertising research online resources
Advertising Research: Online Resources
Uses of Syndicated Research
o Media ExposureTop Ten Broadcast TV Programs (Week of November 17, 2008)
• Gross impressions: the actual number of people who watched the program
Rank Program HH Network Rating Viewers (000)
1 Dancing with the Stars ABC 12.5 19,631.0
2 Dancing with the Stars Results ABC 11.4 17,590.0
3 CSI CBS 11.3 18,446.0
4 NCIS CBS 10.9 17,990.0
5 Criminal Minds CBS 10.2 16,334.0
6 CSI Miami CBS 10.1 15,464.0
7 Grey’s Anatomy – Thu 9 PM ABC 10.1 15,913.0
8 The Mentalist CBS 9.8 15,844.0
9 NBC Sunday Night Football NBC 9.5 15,168.0
10 Two and a Half Men CBS 9.3 15,184.0
Source: Nielsen.
Uses of Syndicated Research
o Media Profile Houston Chronicle Readership Profile
• Index: Indicator of likelihood to read the newspaper
Characteristic % Read Yesterday Index
All Adults 28.0 100
Men 29.6 106
Women 26.4 94
18-24 7.2 26
25-34 18.0 64
35-44 21.0 75
45-54 33.1 118
55-64 38.8 139
65-74 56.5 202
75+ 70.4 251
Source: The Media Audit.
Uses of Syndicated Research
o Target Audience Profile (MRI)
o Target Audience Media Profile (MRI)
o Media Expenditure (Ad$pender)
Online Resources
o Search engine marketing (SEM): An advertiser is bidding on keywords so that its ad appears in a relevant context.
o Search engine optimization (SEO): the method to have your brand appear organically when a person types in a relevant search term
Online Measurement: Media
o To understand the audience of a specific commercial Web site• Metered tracking technology: the metered tracking through
means of an online panel• Telephone surveys
o Track their panelists on a 24-hour, 365-day-a-year basis
Online Measurement: Media
o ComScore Networks• Tracks over two million continuously measured Internet users on a
worldwide basis (e.g., demographic analysis of who is visiting specific sites and of their online purchase dynamics, and surfing and buying activity of consumers)
o Nielsen//Netratings• Provides measurement of both home and work users with its
28,000 metered panel (e.g., unique visitors to a site, page views, time spent on a specific site, demographics, and site trends)
Online Measurement: Media
Source: ComScore
Online Measurement: Media
Source: ComScore
Online Measurement: Media
Source: Nielsen//Netratings
Online Measurement: Campaign
o Third-party ad servers provide tools to measure impressions, clicks, and conversions
o Provide the specific behavior of the ad and a longer term brand view of online campaigns
o Atlas Solutions & Doubleclick• Track the cost per action of online ad campaign• Provide direct results of online ad campaigns
o Dynamic Logic• Uses an online panel that can be divided into a control and test
group to measure the brand impact of online ad campaigns
Online Measurement: Campaign
Source: Doubleclick
Online Measurement: Web Site Optimization
o Site-side analytics track who is coming to the Web site and how long people are staying there.
o Google Analytics • Produces reports that companies can use to redesign their Web
sites to sell more effectively or to elicit a specific response.• Tells the company which search words generate the most visits of
the highest conversion rate.
Online Measurement: Web Site Optimization
Source: Google Analytics
o Facebook, MySpace & LinkedIn• Can be tracked with some of the
aforementioned research tools they also offer a wealth of research possibilities in their own right
Social Media
o Nielsen BuzzMetrics • Used extensively by television networks to monitor the “buzz”
that a program’s storyline is generating• Provide measurement of consumer-generated media
Emerging Media
o Organizations that directly serve the industry:• ANA – Association of National Advertisers• 4As – American Association of Advertising Agencies• AAF – American Advertising Federation• AAA – American Academy of Advertising• PRSA – Public Relations Society of America• DMA – Direct Marketing Association• IPR – Institute for Public Relations
Industry Trade Organizations
o Some of the key media organizations:• TVB – Television Advertising Bureau• RAB – Radio Advertising Bureau• NAB – Newspaper Advertising Bureau• IAB – Internet Advertising Bureau• MPA – Magazine Publishers Association• OAAA – Outdoor Advertising Association of America
Industry Trade Organizations
o Federal Trade Commission (FTC)• The major regulator of advertising for products sold in interstate
commerce• A key source for ensuring that advertising message is fair and an be
substantiated
o Food and Drug Administration (FDA)• Works with manufacturers on proper labeling and disclosure of
information
o Pew Research Center (http://pewresearch.org/)
Government and Nonprofit Organizations
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