At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Engagement as a Behavioral and Sales-Correlated ROI Proxy. Presenters included Robert Passikoff, President of Brand Keys, Inc. & Charles Kennedy SVP of Sales and Strategy Research for ABC Television Network. Questions such as “What drives media engagement” were addressed. The Disney Media and Advertising Lab and the effects of cross platform consumption were discussed.

2. Engagement as a Behavioral
and Sales-Correlated
ROI Proxy
Robert Passikoff Charles Kennedy
President SVP, Sales and Strategy
Brand Keys, Inc. Research
ABC Television Network

3. Who is Brand Keys?
The leader in predictive, brand equity, loyalty, and engagement research
metrics since 1984; an independent global boutique
New York Albuquerque Los Angeles Philadelphia
London, England Sydney, Australia Tokyo, Japan
Brand Keys, Inc. is the only research consultancy in the world that specializes
in loyalty, providing brand equity metrics that accurately predict future
in-market behavior and therefore correlate highly with sales and profitability

4. Engagement
Real “engagement” is the consequence of any marketing or
communications effort (through any media touch-point) that results in an
increased level of “brand equity” for the brand, i.e., how well the brand
(be it a provider, a service, or a venue) is seen to meet or exceed
expectations for the category in which it competes

5. Engagement Certainties
The consumption and mix of media used to communicate has
direct and consequential behavioral effects on the level of
engagement attained by the advertised brand
What Will I Get?
Higher Attention Paid to Ad
Brand Thought of “Better”
Higher Propensity to Buy
Higher Sales!

6. ABC
Programs, People, Passion

7. TV Content More Popular Than Ever
71% watching TV
a top media choice
+15% time spent
with TV since
00/01 season
#1 TV’s rank
for highest
attachment of
all media

8. Online Popularity of TV Programming
Broadcast network’s content drive digital video growth
58.9
Million

9. ABC Makes Cross-Media…

10. Less Scary!

11. The Disney Media and Advertising Lab
• Located in Austin, Texas
• Led by Dr. Duane Varan
• Classic Experimental Design
• Method-Agnostic
• Biometric Measurement

12. Brand-to-Media Engagement
Measures the impact a marketing
or media initiative will deliver on
brand equity, in advance of the
spend, a proxy for ROI

13. Brand-to-Media Engagement (B2ME)
There are four engagement methods but
only one objective
1. Platform (TV; Online; Print; Sponsorship)
2. Context (Program; Webpage; Magazine; Game)
3. Message (Ad or Communication)
4. Experience (Store; Event)
Objective: Brand Engagement

14. Brand-to-Media Engagement (B2ME)
Works for any media platform
Works for any cross-media combination
Works in advance of spend
Is a truly predictive media measurement

15. Real Consumer Brand Engagement = Positive Behavior
Positive Behavior = Sales
Sales = ROI

16. What Drives Engagement
and Behavior?

17. Human Rational
Emotion Features
ENGAGEMENT AND BEHAVIOR

18. What Yardstick Do You Use to Identify How
Those Emotions and Features Are Working?

19. The Ideal
Customer’s emotional and rational view of the category in
which you compete, letting you understand how consumers
really view, compare, and choose among category options

20. B2ME Specifications
• 2-part questionnaire
• Psychological and rational
• On-line, telephone, in-person interviews
• Test/re-test reliability: .93
• Used in 30 countries around the world
• B2B and B2C category and brands
• Predictive, insightful, and strategic
• Validated
• ARF First Opinion Review

21. Whatever the Category…
Human Rational
Emotion(s) Feature(s)
Statistically
Fused
180 Ideal
160
130 128 130
140 121
120
100
Value/Convenient Store Merchandise Shopping
Location Reputation Range Experience

22. How to Read the Output
1.Loyalty Drivers in order of
Customer Expectation Levels
180
importance
160
130 128 130
140 121 2.Percent contribution to
120
future purchase/loyalty
100 3.Customer Expectation level
Value/Convenient
Location
Store
Reputation
Merchandise
Range
Shopping
Experience
for each Driver
Is bold and dramatic
Ideal
Looks great when I take it out of
3%
100% 4%
5%
my bag
6%
Allows me to combine colors to
6%
80% 6%
create my personal palette of
shades
6%
3 6% Helps me to get attention and be
60% 6% noticed
7%
Percent of 7% Allows me to adjust the color
Contribution 40% 7% from subtle to bold
Highest Loyalty Drivers – Order of Importance Lowest 7%
2 1 20%
8% Makes me feel glamorous
8%
8% Helps me create different looks
by using the widest range of
0% pigments available
Makes me feel s exy

23. Retail Category Ideal
150
Customer Expectation Levels
140
130 130
128
130
121
120
110
100
Value/Convenient Store Merchandise Shopping
Location Reputation Range Experience
Ideal

24. Retail Category: Best Buy vs. Ideal
150
Customer Expectation Levels
140
130 130
128
130
121 121 120
120 115
112
110
100
Value/Convenient Store Merchandise Shopping
Location Reputation Range Experience
Ideal Best Buy

25. How Does Advertising on
ABC Platforms Positively
Affect Brand Engagement?

26. ABC Platforms

27. What We Did
• Consumers self-classified as category users and
regular viewers/visitors of ABC platforms
• Assessed category Ideals and brands
• Also assessed the brands within the context of
the ABC media platform(s)

28. 12 Categories
• Bar Soap • Hotel
• Car Rental • Over-the-Counter Pain
Relief
• Cosmetics
• Retail
• Dog Food
• Sinus/Cold Decongestants
• Eco-Friendly Cleaning
Products • Toothpaste
• Family Theme Park • Yogurt

29. Retail Category: Best Buy
150
Customer Expectation Levels
140
130 130
128
130
121 121 120
120 115
112
110
100
Value/Convenient Store Merchandise Shopping
Location Reputation Range Experience
Ideal Best Buy

30. Retail Category: Best Buy
150
Customer Expectation Levels
140
130 130
128 129 128 128127
130 126 127 126
124 124 125
121 121 122 122
120119 120
120 117 118
115
112
110
100
Value/Convenient Store Merchandise Shopping
Location Reputation Range Experience
Ideal Best Buy Brand + ABC Brand + ABC News Brand + ABC.com Brand + ABCNews.com

31. Best Buy
The following predictive overall brand-to-media
engagement scores were assessed
High Engagement
Best Buy + ABC.com 125
Best Buy + ABCNews.com 125
Best Buy + ABC News 123
Best Buy + ABC 122
Neutral Engagement
Best Buy 117

32. Engagement Certainties
The consumption and mix of media used to communicate has
direct and consequential behavioral effects on the level of
engagement attained by the advertised brand
What Will I Get?
Higher Attention Paid to Ad
Brand Thought of “Better”
Higher Propensity to Buy
Higher Sales!

33. Validity Testing
• Validity testing among Phase-1 longitudinal
sample takes into account a 60-day period
• Where appropriate, respondents were asked if
they had shopped in the category and specifically
how they behaved
• In other categories, respondents were asked
a likelihood question and top-2 box responses
have been reported out

34. Examples of Cross-Platform Consumption
Engagement Effects
Overall # Times Buying
Index Past 60 Days
Best Buy + ABC + ABC News + ABC.com 126 12
Best Buy + ABC + ABCNews.com 125 4
Best Buy + ABC 122 6
Best Buy + ABC News 123 8
Best Buy (Absent Media) 117 –

35. Best Buy Predictive Brand-to-Media
Cross-Platform Metrics
Overall # Times Buying Average
Index Past 60 Days Overall Spend
Best Buy + ABC + ABC News + ABCNews.com 129 15 375
Best Buy + ABC + ABC.com 126 10 300
Best Buy + ABC News + ABCNews.com 126 10 310
Best Buy + ABC News + ABC.com 126 8 265
Best Buy + ABC + ABC News + ABC.com 126 12 200
Best Buy + ABC.com 125 5 195
Best Buy + ABCNews.com 125 5 190
Best Buy + ABC + ABCNews.com 125 4 175
Best Buy + ABC + ABC News 124 6 185
Best Buy + ABC News 123 8 190
Best Buy + ABC 122 6 140
Correlation with Overall Predictive B2ME Index 0.67 0.90

36. Dog Food Category: Brand X
150
Customer Expectation Levels
140 135 135 135
133 132
130 129 130
128 128127 128129
130 125 125 126 127 125
125 124123
120 122
119
120
110
100
Pet Appeal Hi-Quality Price/Value Nutrition
Ingredients
Ideal Brand X Brand + ABC Brand + ABC News Brand + ABC.com Brand + ABCNews.com

37. Brand X Predictive Brand-to-Media
Engagement Metrics
Overall Average # of
Index Individual Products
Purchased
Brand X + ABC + ABC News + ABCNews.com 143 60
Brand X + ABC + ABC News + ABC.com 143 40
Brand X + ABC News + ABCNews.com 139 25
Brand X + ABC News + ABC.com 136 40
Brand X + ABC + ABCNews.com 135 30
Brand X + ABC + ABC.com 135 25
Brand X + ABC + ABC News 134 32
Brand X + ABC.com 130 30
Brand X + ABC 130 25
Brand X + ABCNews.com 130 24
Brand X + ABC News 129 24
Correlation with Overall Predictive B2ME Index 0.72

38. Ideal Family Theme Park Category:
Disney Parks
150
143
141 140
Customer Expectation Levels
138 138
140 137
135 134
136 135 135 134 136 135 135
133 133 132
132 132 132
130 129
130 128
120
110
100
Good Value for Dollar Full Range of Family A Safe Place to Can Customize My
via Range of Affordable Activities, Attractions, Treat My Family Dream Holiday
Tickets, Accomodations, Live Events, and
and Dining Dining Options
Highest Lowest
Loyalty Drivers – Order of Importance
Ideal Disney Parks Brand + ABC Brand + ABC News Brand + ABC.com Brand + ABCNews.com

39. Disney Parks Predictive Brand-to-Media
Engagement Metrics Assessed
Overall Index Top-2 Box Likelihood
to Plan a Vacation
Disney Parks + ABC + ABC.com 143 18
Disney Parks + ABC + ABC News + ABC.com 143 16
Disney Parks + ABC + ABC News + ABCNews.com 141 12
Disney Parks + ABC.com 138 16
Disney Parks + ABC News + ABC.com 138 13
Disney Parks + ABC + ABCNews.com 138 12
Disney Parks + ABC + ABC News 138 11
Disney Parks + ABC News + ABCNews.com 137 10
Disney Parks + ABCNews.com 136 10
Disney Parks + ABC 136 10
Disney Parks + ABC News 134 9
Correlation with Overall Predictive B2ME Index 0.89

40. Engagement as an ROI Proxy
• These engagement metrics keep the focus on the brand,
and answers the question, “Will they act positively?”
• ABC validity tests prove engagement-based media placement
is a real proxy for ROI
• These data can also be combined with specific brand message
testing, i.e., engagement with message on platform
• This allows for strategic media placement with individual
brand strategies and messaging
• Moves brand planning further from demographic and closer
to real engagement

41. Thank You for Your Attention
Robert Passikoff Charles Kennedy Justin Fromm
President, Brand Keys, Inc. Senior Vice President, Director, Sales & Strategy Research
212-532-6028 x12 Sales & Strategy Research ABC Television Network
robertp@brandkeys.com ABC Television Network 212-456-7525
www.brandkeys.com charles.s.kennedy@abc.com justin.z.fromm@abc.com
www.abc.go.com www.abc.go.com