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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