TNS Brand and Communications Digital Media Effectiveness California Travel and Tourism Commission. March 12, 2010

Transcription

1 TNS Brand and Communications Digital Media Effectiveness California Travel and Tourism Commission March 12,

2 INTRODUCTION AUDIENCE ANALYSIS EXPOSURE EFFECTIVENESS APPENDIX

3 INTRODUCTION AUDIENCE ANALYSIS EXPOSURE EFFECTIVENESS APPENDIX Introduction

4 Research Objectives & Methodology BRAND CAMPAIGN OBJECTIVES STUDY OBJECTIVES TARGET AUDIENCE California Travel & Tourism Commission TNS tracked the CTTC digital campaign from November through mid-february and then surveyed an exposed group and a control group to measure the impact that exposure to the campaign had on intent to visit and other key metrics. Assess the audience s composition, determine reach and frequency of exposure among the target audience, and evaluate the campaign s impact on travel to California and the competition among the target market. Online US adults age 18+, traveled domestically in past year SURVEY METHODOLOGY SAMPLE DESIGN WEIGHTING Online surveys taken by TNS panelists mid-campaign Sample size of initial data collection: n=1134 (736 Exposed; 398 Not Exposed) Exposed: DME technology pre-screens for target audience of the TNS panelists exposed between November through mid-february. Not Exposed: DME technology pre-screens for the target audience of the TNS panelists as not-exposed Exposed and control respondents balanced to the online universe TIME FRAME Digital campaign live: November 2009 May 2010 Data collection: February 19, 2010 February 24,

5 Media Plan Overview and Sample of Ads CAMPAIGN California Pack More Into Your Vacation & California Fives SITE PLACEMENT tripadvisor.com Expedia.com ORBITZ.com travelocity.com Microsite Display Banner CREATIVES 5

6 Media Plan Overview MEDIA PLAN Average Banner Impressions Monthly Total Banner Impressions Nov 09-May 10 to Microsite to VCA Total to Microsite to VCA Total Travelocity 4,055,362 1,900,000 5,955,362 32,442,899 15,200,000 47,642,899 Expedia 1,500, ,000 2,170,000 12,000,000 5,360,000 17,360,000 Orbitz 2,583,000-2,583,000 20,664,000-20,664,000 Trip Advisor 1,940, ,000 2,440,000 15,520,000 4,000,000 19,520,000 Total 10,078,362 3,070,000 13,148,362 80,626,899 24,560, ,186,899 Microsite Estimates Monthly Microsite Estimates Nov 09-May 10 Travelocity 13, , Expedia 5, , Orbitz 8, , Trip Advisor 6, , Total 34, , Note: VCA means Visitcalifornia.com 6

7 Key findings & recommendations California s digital campaign reached 3% of the adult online population from November to February. Those exposed to a California banner ad and/or microsite show notable lifts for travel destination awareness, consideration, opinion, and strong disposition. California stays among the top 3 travel destinations in the given consideration set for most likely to visit. Increased frequency of exposure yields higher levels of destination awareness, consideration and opinion. These key brand metrics plateau around 3-4 exposures, indicating that CTTC should consider employing frequency caps at 4 impressions. Exposed respondents do struggle to recall California digital ads. Although there is evidence that when looked at competitively, California should not be singled out as other states digital advertising is not recalled either. Of the 4 primary online travel agencies (OTAs), Tripadvisor.com leads the way on the majority of the key performance metrics. The Pack More campaign performed slightly better than The Fives campaign. There was not enough sample to report on the impact of the microsite alone (only 4 completed surveys from microsite visitors). Important to mention is that the campaign has only reached approximately half of its digital impressions to date (~52MM) and less than an average of 3 exposures. It may be interesting to conduct a follow-up wave of research at the end of the campaign to determine the overall impact. 7

8 INTRODUCTION AUDIENCE ANALYSIS EXPOSURE EFFECTIVENESS APPENDIX Audience Analysis

9 3% of the online adult population was reached from November to February through one or more of California s primary OTAs. Nearly 100% of those exposed were targeted successfully (US online 18+ and traveled domestically in the past year). Overall Reach & Penetration Penetration=98% Site Level Reach Online Reach Represents the proportion of the online population that has been exposed Penetration Represents how focused the targeting was, representing the percentage of all exposed that are the online target Sample sourced from entire TNS Online Balance Panel 9

10 INTRODUCTION AUDIENCE ANALYSIS EXPOSURE EFFECTIVENESS APPENDIX Exposure Effectiveness

11 Of those exposed, the majority were exposed just once. The average frequency of exposure was Frequency of Exposure Among Data Set Exposed Target Respondents (n=736) % Among Target Audience 60% 50% 40% 30% 20% 10% 0% 53% 18% Average Number of Exposures = 2.84 Median # of Exposures = 1 8% 5% 4% 7% 3% 1% 1% # OF EXPOSURES 11

12 Increased exposure to California s digital campaign registers a strong lift in unaided brand awareness. Brand awareness begins to plateau at 3 exposures. Unaided Brand Awareness for California as a Destination Not Exposed= 38% Max. = 58% Performance among target market Not Exposed Number of Exposures Solid curve: Measure rises significantly (r>0.4), curve model is robust (p<.05, clear improvement over flat line) 12

13 Consideration and opinion begin to plateau after 4 exposures, indicating that CTTC should consider employing frequency caps around 4 impressions. Consideration (T2B) Not Exposed = 61% Max. = 79% Performance among target market Overall Opinion (T3B) Not Exposed = 49% Max. = 61% Not Exposed Number of Exposures Solid curve: Measure rises significantly (r>0.4), curve model is robust (p<.05, clear improvement over flat line) 13

14 While the exposed group is not able to recall the digital ad itself, the key brand metrics improve significantly after exposure. Brand and Advertising Metrics California Not Exposed Among Target Market Exposed Difference Unaided Digital Ad Awareness 12% 7% -5 Total Digital Ad Awareness 32% 26% -6 Unaided Brand Awareness 38% 53% +15 Overall Opinion Top 3 Box on 10 pt scale Consideration Top 2 Box on 5 pt scale Strong Disposition Top 2 Box on 6 pt scale 49% 56% +7 61% 68% +7 51% 59% +8 Weighted Sample Sizes: Not Exposed n=398; Exposed n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 14

15 There is a 33% lift among exposed who said they definitely will visit California (top box only). Brand and Advertising Metrics California Among Target Market Not Exposed Exposed Difference TOP BOX Only 18%=Not exposed 24%=Exposed +6 Δ Lift or 33% Lift Likelihood to Visit Website Top 2 Box on a 5 pt scale Likelihood to Visit California* Top 2 Box on a 5 pt scale Message Association Pack More into Your Vacation Message Association Here, the possibilities are endless 34% 31% -3 33% 36% +3 3% 4% +1 15% 10% -5 *Derived from (Q8a) Likelihood to Visit within the next year Weighted Sample Sizes: Not Exposed n=398; Exposed n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 15

16 Those exposed find it more difficult to plan a vacation because California is a big state. California Brand Imagery (% Top 2 Box) Beautiful scenery Number of things to see and do Difference: +3 Difference: -1 Locally grown food and wine Friendly people Difference: 0 Difference: -1 Difficult to plan a vacation because big state Difference: +6 More expensive than other states Difference: -2 Not Exposed Exposed Note: All scales fixed to 100% Weighted Sample Sizes: Not Exposed n=398; Exposed n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 16

17 In line with overall ad awareness, not one primary OTA boosts ad awareness on a site level. Site-Level Performance for California Not Exposed Exposed Unaided Digital Ad Awareness c Not Exposed (a) (b) (c) (d) (e) Total Digital Ad Awareness bc (a) (b) (c) (d) (e) acd a Unaided Brand Awareness (a) (b) (c) (d) (e) Weighted Sample Sizes: Not Exposed n=398; Exposed tripadvisor.com n=311, Expedia.com n=113, ORBITZ.com n=97, travelocity.com n=327 a/b/c/d/e Statistical significance indicated by stat letter at 90% confidence level Pink font highlights significant data points 17

18 Tripadvisor bellwethers the competition in unaided brand awareness, opinion, consideration, strong disposition, and likelihood to visit, which is shown on the following slide. Site-Level Performance for California Not Exposed Exposed Overall Opinion Top 3 Box on a 10 pt scale acd Not Exposed (a) (b) (c) (d) (e) Consideration Top 2 Box on a 10 pt scale acd (a) (b) (c) (d) (e) ac Strong Disposition Top 2 Box on a 10 pt scale (a) (b) (c) (d) (e) Weighted Sample Sizes: Not Exposed n=398; Exposed tripadvisor.com n=311, Expedia.com n=113, ORBITZ.com n=97, travelocity.com n=327 a/b/c/d/e Statistical significance indicated by stat letter at 90% confidence level Pink font highlights significant data points 18

19 Expedia and ORBITZ continue to fall in the bottom half of OTAs, creating little to no lift for all seven key measures given. Site-Level Performance for California Likelihood to Visit* Top 2 Box on a 5 pt scale acd c Not Exposed (a) (b) (c) (d) (e) Not Exposed Exposed *Derived from (Q8a) Likelihood to Visit within the next year Weighted Sample Sizes: Not Exposed n=398; Exposed tripadvisor.com n=311, Expedia.com n=113, ORBITZ.com n=97, travelocity.com n=327 a/b/c/d/e Statistical significance indicated by stat letter at 90% confidence level Pink font highlights significant data points 19

20 Pack More and The Fives create healthy lifts in awareness for California as a state destination. Theme Performance for California Not Exposed Exposed Unaided Digital Ad Awareness b Not Exposed Pack More The Fives (a) (b) (c) b Total Digital Ad Awareness Not Exposed Pack More The Fives (a) (b) (c) a a Unaided Brand Awareness Not Exposed Pack More The Fives (a) (b) (c) Weighted Sample Sizes: Not Exposed n=398; Exposed Pack More n=644, The Fives n=222 a/b/c Statistical significance indicated by stat letter at 90% confidence level Pink font highlights significant data points 20

21 Pack More continues to lift opinion, consideration, and strong disposition. The Fives also improves strong disposition as well. Theme Performance for California Not Exposed Exposed a Overall Opinion Top 3 Box on a 10 pt scale Not Exposed Pack More The Fives (a) (b) (c) a Consideration Top 2 Box on a 10 pt scale Not Exposed Pack More The Fives (a) (b) (c) a a Strong Disposition Top 2 Box on a 10 pt scale Not Exposed Pack More The Fives (a) (b) (c) Weighted Sample Sizes: Not Exposed n=398; Exposed Pack More n=644, The Fives n=222 a/b/c Statistical significance indicated by stat letter at 90% confidence level Pink font highlights significant data points 21

22 Neither theme significantly improves one's likelihood to visit California within the next year. Theme Performance for California Not Exposed Exposed Likelihood to Visit* Top 2 Box on a 5 pt scale Not Exposed Pack More The Fives (a) (b) (c) *Derived from (Q8a) Likelihood to Visit within the next year Weighted Sample Sizes: Not Exposed n=398; Exposed Pack More n=644, The Fives n=222 a/b/c Statistical significance indicated by stat letter at 90% confidence level 22

23 California s digital campaign is not alone in terms of ad awareness. Respondents fail to recall other US state travel destinations digital campaigns, too. Unaided Digital Ad Awareness Among Target Market Not Exposed Exposed Difference California 12% 7% -5 Colorado 2% 1% -1 Florida 13% 13% 0 Hawaii 3% 3% 0 New York 4% 2% -2 Texas 1% 2% +1 Total Digital Ad Awareness Competitive Ad Performance California 32% 26% -6 Colorado 15% 11% -4 Florida 46% 36% -10 Hawaii 30% 22% -8 New York 19% 13% -6 Texas 12% 8% -4 Weighted Sample Sizes: Not Exposed n=398; Exposed n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 23

24 When looked at competitively, unaided brand awareness and opinion still perform better than other state destinations for those exposed. Competitive Brand Performance & Opinion Unaided Brand Awareness Among Target Market Not Exposed Exposed Difference California 38% 53% +15 Colorado 11% 13% +2 Florida 55% 56% +1 Hawaii 24% 23% -1 New York 33% 33% 0 Texas 18% 11% -7 Overall Opinion Top 3 box on 10 pt scale California 49% 56% +7 Colorado 33% 34% +1 Florida 54% 51% -3 Hawaii 73% 75% +2 New York 34% 35% +1 Texas 17% 16% -1 Weighted Sample Sizes: Not Exposed n=398; Exposed n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 24

25 Consideration and strong disposition remain in California s favor even compared to Florida and Hawaii the other top US state travel destinations. Consideration Top 2 Box on a 5 pt scale Among Target Market Not Exposed Exposed Difference California 61% 68% +7 Colorado 45% 41% -4 Florida 66% 67% +1 Hawaii 67% 65% -2 New York 51% 52% +1 Texas 33% 27% -6 Strong Disposition Top 2 Box on a 6 pt scale Competitive Consideration & Disposition California 51% 59% +8 Colorado 30% 33% +3 Florida 54% 58% +4 Hawaii 47% 55% +8 New York 41% 45% +4 Texas 28% 21% -7 Weighted Sample Sizes: Not Exposed n=398; Exposed n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 25

26 To no surprise, Florida, Hawaii, and California are the top 3 US state travel destinations one is most likely to travel to. Most Likely US State Travel Destination* Difference: -6 Difference: +4 Difference: +3 Difference: +1 Difference: +2 Difference: -3 Not Exposed Exposed *Derived from (Q6a) Most Likely to Travel To when purchase consideration set 1+ states Ranked by exposed Weighted Sample Sizes: Not Exposed n=373; Exposed n=688 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 26

27 INTRODUCTION AUDIENCE ANALYSIS EXPOSURE EFFECTIVENESS APPENDIX Appendix

28 Both exposed and non-exposed were weighted to the exposed online US population. The media buy resultantly targeted more female and those with a household income of $50K+. AGE GENDER Weighted sample sizes: Not Exposed n=.398; Exposed n=736 HOUSHOLD INCOME GEOGRAPHY 28

29 Likelihood to Visit California* By Number of Exposures Number of Exposures *Derived from (Q8a) Likelihood to Visit within the next year Weighted Sample Sizes: Not Exposed n=398; Exposed once or more n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 29

30 Number of Times Intend to Visit California* By Site Not Exposed N=398 N=132 N=25** N=30** N=125 Exposed *Derived from (Q8b) and based to those who said Definitely or Probably will visit California in Q8a **Base <30 ineligible for stat testing Weighted Sample Sizes Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 30

31 Past Visitor Behavior Among Target Market California Not Exposed Exposed Difference Visited in Past 2 Years (n=398/n=736) 39% 49% +10 Visited Most Often (n=348/n=661) 31% 30% -1 Weighted Sample Sizes Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 31

32 Number of Times Visited US State Travel Destination in the Past Year Not Exposed Exposed Average = 2.6 Average = 2.9 Weighted Sample Sizes: Not Exposed n=398; Exposed once or more n=736 Statistically significant increase/decrease compared to Not Exposed at 90% confidence level 32

33 Creative 33

34 The TNS Panel/Cookie Approach Digital Campaign Tracking We know every time a TNS panelist sees one of our client s tagged ads, websites or e- newsletters. Ad or page served with TNS tag Pop-Ups Exposed TNS panelists complete survey TNS reports on campaign and brand metrics 34

35 Campaign effectiveness: TNS uses the groups of Exposed vs. Not Exposed panelists to ISOLATE the impact of the digital campaign TEST GROUP (Exposed to the campaign) CONTROL GROUP (Have NOT been exposed to the campaign) Both groups of panelists are invited to take the exact same survey. Test & Control Samples are collected & later compared to measure the effectiveness of the campaign. Same demographics 35

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