1. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
BETTER TOGETHER?
TV + ONLINE VIDEO
Chaired by Guy Phillipson, Chairman IAB Europe
PAU CASALS, 12.15pm – 13.15pm

2. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
A bit of background…

3. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Pan Euro & TV and Online
Consumption

4. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Mediascope Europe 2010
Pan-European Results
Media by Day Part

5. MEDIASCOPE EUROPE 2010: EUROPEAN MEDIA USE
THROUGHOUT THE DAY
Q1b/2b. What times of the day do you typically…during week?
Watch TV Use the Internet via PC or laptop Use the internet via mobile or PDA
84%
71% 73%
68% 66%
54%
45%
50%
27% 39%
25%
22%
06:00 to 10:00 10:00 to 17:30 17:30 to 21:00 21:00 to 06:00
[Base: All Europeans across 15 markets covered using each type of media]
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members

6. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Headlines from Landmark
IAB/Thinkbox research

7. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
61% Online while watching TV
Don't Everyday
36 Second most popular
47 activity after eating
3
while watching TV!
Less often 14
Weekly

8. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Campaigns: Auto, Finance and Packaged goods
Autos Finance FMCG

9. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Headline Finding
When TV and Online ads were used
together, the average uplift across all brand
metrics for all tested categories was;

10. FOR ALL CATEGORIES ACROSS SOFTER METRICS
% Agree ‘I feel I know this brand really well’
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly
higher
= Significantly different 79
to group who’ve seen 71
neither TV nor Online
60 57
46 43
32 30
18
Finance category average Car category average FMCG category average
Uplift among
those exposed
to both TV + +14% +17% +8%
Online : points points points
 Significantly higher levels of agreement with brand metrics, amongst those who
have seen TV and online advertising
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
Base : 25-54 Responsible for insurance/credit cards (1,002)

11. AS WELL AS HARDER METRICS SUCH AS PURCHASE
% Agree: ‘I am likely to buy/use this brand in the future’
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly different to
group who’ve seen neither 77
TV nor Online 69
= Significantly
56
higher 51
45
25 25
19 18
Finance category average Car category average FMCG category average
Uplift among
those exposed +20% +26% +8%
to both TV + points points points
Online :
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
Base : 16-34 ads main shoppers (1,004)

12. FMCG: PURCHASE FREQUENCY RAISED CONSIDERABLY
% Agree: ‘I am likely to purchase more
frequently’
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly
different to group
who’ve seen neither
TV nor Online
65
= Significantly 53
higher 49
37 39
29
FMCG category average Cadbury Creme Egg
Uplift among those
exposed to both
TV + Online : +16% +16%
points points
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members
Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24

13. THAT WAS THEN…
NOW WELCOME OUR PANEL
- Laurent Delaporte - V P of Microsoft Advertising,
EMEA
- Phil Macauley - MD, Quantcast
- Anthony Rhind - Co-Chief Executive Officer, Havas
Digital
- Steve Brown - Sales Director, Yahoo!
The European Trade Association of the digital and interactive marketing
industry representing the National trade associations and Corporate members

14. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Why is TV and online such a
potent combination?

15. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
VOD and Beyond

16. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Measuring Success: What tools
are we using now?

17. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA

18. Consumer Connect in a nutshell
#1 #2
TARGET MEASURE
sales impact on
most relevant
advertised brand
consumers based
on purchase history
using actual
sales data

19. The Results in the UK so far
7 Categories so far…
CONFECTIONARY +41%
sales difference
(average first 9 campaigns)
PERSONAL CARE (x3)
Exposed Control
DRINKS
ALCOHOL 2.93 ROI
CARBONATED BEVS
HOUSEHOLD GOODS
spent on media return in sales
DAIRY PRODUCTS

20. OUR FIRST UK CASE STUDY
OBJECTIVE
In a highly competitive seasonal +51%
environment, Cadbury wanted to sales difference
drive sales of their Creme Egg
product
TARGET
Buyers of Creme Egg products in
the previous Easter season as well
as buyers of seasonal competitive 3.23 ROI
chocolate egg products
MEDIA
15 million impressions

21. TiVo® PowerWatch™ for Quantcast
Cross-Media Analysis & Reporting Quantcast sees
entire Internet
TiVo® Research Product powered
by Quantcast offers insight into: TiVo® Panel
• Overlap and the combined
reach and frequency of your
content and advertising
• Downstream behavior and the
extent to which TV advertising
exposure drives subsequent
Internet activity such as paid
search site visits and purchases TV Universe
21 © Quantcast 2010. Confidential.

22. Credit Card Advertiser Site Visitors– Program Affinity
Advertised in column shows where the potential opportunities are for TV ad
placements
22

23. Unduplicated Reach Cumulative
23

24. Most effective channel driving credit card applications
• TV & Web combined drives the most Approved Applications
• TV Only group provides broad reach
• Web Only group is good at driving site traffic
Compared to audience exposed to TV ads only
x 4.7 Site Events
x 5 Completed Applications
x 3.9 Approved Applications
Compared to audience exposed to TV ads only
x 5.7 Site Events
x 3.7 Completed Applications
x 2.5 Approved Applications
24

25. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
And what's coming?

26. TOGETHER FOREVER?
ONLINE + TRADITIONAL MEDIA
Thank you!