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Methodology
Marketing Evolution’s Cross Media Optimization Study (XMOS) was
designed to simultaneously measure online and offline advertising in
the same campaign to determine the optimal mix and weight of each
marketing medium. Cross-media research used on the Ford F-150
campaign was contracted and paid for by Ford in partnership with
MSN® and the Interactive Advertising Bureau (IAB). Ford corporate
research and Ford’s agency of record J. Walter Thompson reviewed
and approved the research design and were instrumental in the
execution of the study. Marketing Evolution designed and executed
the research in partnership with the Advertising Research Foundation
(ARF). The ARF reviewed research design and all analysis provided to
Ford and included in public releases.
The branding analysis was performed on over 16,000 in-market
truck intenders over the first six months of the campaign. Marketing
Evolution contracted Insight Express to provide data collection. Sales
data represents over 30,000 buyers from the first few months of the
campaign. These buyers were merged with the comScore’s internet
usage panel and analyzed by comparing the incremental difference in
sales among exposed and control groups. In addition to advertising,
Marketing Evolution analyzed the impact key word searches, auto-
related Web sites, and Ford’s Web site.
Conclusion
Ford’s campaign set an industry record in advertising awareness.
The F-series trucks enjoyed double digit sales increases every month
of the launch. In measuring the results, TV had the greatest reach
and impact on purchase intent, but also the highest CPM. Online
advertising provided the highest ROI for the Ford F-150 campaign.
When measured as part of multiple media campaigns (including TV,
radio and print), online advertising:
• Generated significant lift in offline sales
• Was substantially more cost-effective than traditional Ford F-series enjoyed double-digit
marketing media sales increases every single month
• Increased key branding metrics, including critical consumer of the launch. Ford increased its
purchase intent market share substantially in a
very competitive market. Ford was
Online advertising and search engines proved to be powerful channels
also able to reduce its consumer
in reaching consumers at the bottom of the “sales funnel” when
incentive costs dramatically.
they are close to making buying decisions. Marketers should include
online advertising within the media mix to improve effectiveness and
increase ROI of their marketing activities.
Study recommendations: Online spending allocations should be
increased substantially over current spending levels. (Ford’s online
spending level in this study was 2%.)
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