Study from Synaptic Digital and Kantar Video Shows Combination of Earned and Paid Media Out-Performs Brand Advertising Alone
NEW YORK, NY – June 21, 2011 – Synaptic Digital and WPP’s Kantar Video today announced the results of Scaling PR: The impact of Earned, Paid, and Brand Content, a comprehensive attitudinal study that discovered that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. Earned media is typically classified as editorial coverage resulting from media relations’ efforts whereas paid media broadly includes advertising and brand campaigns. The study was conducted using video assets supplied by a major automotive maker and over 1,800 men and women participated.
The findings revealed that consumers have a more positive response to earned media that is packaged together with paid content. In addition, when men and women are in the market to purchase an automobile, women synthesize messages delivered over different formats resulting in a much higher lift in brand awareness than if the messages were delivered via a single platform. Men, however, saw no multichannel lift over earned PR, their highest scoring format.
“By a substantial margin the highest-performing formats with in-market consumers were the earned PR and its paid companion, narrative marketing,” said Andrew Latzman, Senior Vice President, Research, Kantar Video.
Brand messages packaged as news, whether delivered as earned or paid media, generated strong brand perceptions, message building and awareness. The combination of earned PR placements with narrative marketing segments, which are information-rich branded content placed via targeted paid media, generated the greatest brand scores. Used in concert, they delivered significantly more impact than a Brand messaging strategy alone.
Jim Lonergan, CEO and President, Synaptic Digital said, “When consumers are in the market to purchase, their appetite for facts to help make an informed buying decision is best served by the information made available through the Earned and Paid message formats.”
Men versus Women
Another interesting insight from the research suggests a difference in how men and women receive and process messages across multiple media channels. Women were able to synthesize messages delivered over different formats resulting in a much higher lift in brand awareness than if the messages were delivered via a single platform. Men, however, saw no multichannel lift over earned PR, their highest scoring format.
• The combination of Synaptic Digital’s Paid executions and Synaptic Digital’s Earned exposures generated the greatest brand scores. Used in concert, they can deliver significantly more impact than a Brand messaging strategy alone
• Messages packaged as news, whether delivered as Paid or Earned, generated strong brand perceptions, message building and awareness
• Among the targets, both the Paid and the Earned formats performed very well on their own, with Earned significantly increasing awareness metrics and Paid increasing persuasion metrics
• Paid narrative marketing performed particularly well with a self-selected in-market audience by providing valuable facts required for informed decision making
• Female respondents demonstrated a significant lift in baseline metrics over men when exposed to Paid, Earned and Brand executions
• When looking to understand what order was best for audiences to view execution types, optimal sequence of exposure was “Paid > Brand > Earned”, generating, on average a 28 point delta.
Note to editors
The researchers used a six-cell experimental design and each respondent was placed into a randomized cell and shown either one or multiple message formats or placed in an unexposed control.
After exposure, panelists were asked a battery of questions to measure the influence of the message formats. Widely accepted brand metrics such as Awareness, Message Association, Purchase Consideration and Brand Attributes were employed to score each format and combinations of formats to determine their relative value.
Respondents were broken into six cells.
We observed 1,800 respondents across six cells of the following exposure groups:
• Control Group (Exposed to no brand messaging)
• Exposed to Synaptic Digital’s PAID media content
• Exposed to Synaptic Digital’s EARNED media content
• Exposed to Synaptic Digital both PAID and EARNED media
• Exposed to traditional 30 second TV BRANDING creative execution
• Exposed to all of the above
About Synaptic Digital
Synaptic Digital (www.synapticdigital.com) is expert at helping brands tell their stories across earned, owned and paid media by uncovering inherent newsworthiness and leveraging the power of multiuse video. General Motors, Honda, American Express, GlaxoSmithKline, Google, Intel, NATO, Ericsson and others rely on our expert video services, targeted multimedia news releases, narrative marketing, digital media centers, and thenewsmarket.com, the world’s largest content exchange for journalists and influencers, to connect with their audiences in measurable ways. We are privately held and headquartered in New York, with offices in London, Ahmedabad, Atlanta, Beijing, Chicago, Denver, Los Angeles, Mumbai, Munich, San Francisco and Washington, DC.
About Kantar Video
Kantar Video is the New York-based business unit of Kantar, a division of WPP, the world’s leading media and marketing services company, built to accelerate global online, mobile, and multi-channel video innovation. Its comprehensive Kantar Videolytics ™ online and mobile video advertising and content measurement platform offers content identification, syndication, tracking, measurement, analytics, and optimization for marketers and their agencies, media companies, and content creators and distributors. Kantar VideolyticsTM is specifically designed for on-demand ease of use and efficient workflow and analysis to promote better decision-making. Learn more about Kantar Video at www.KantarVideo.com.