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IAB Canada Newsletters
Fourth CMOST Study Demonstrates Online's Ability to Influence Behavior in Short Period of Time
TORONTO, ON, March 16, 2005 - The Interactive Advertising Bureau of Canada (IAB), announced the results of the fourth Canadian Media Optimization (CMOST) research study completed with Canadian Tire and Canadian Tire's advertising agency, MBS. This fourth study pairs radio and online, and demonstrates the power the two media have in delivering consumers for a tactical, targeted campaign.
"Canadian Tire strives to be a leader in the area of cross media campaigns," says Terry Yakimchick, Canadian Tire's Manager, Media Integration. "We strongly believe in the integration of consistent themes and branding through all of our communications as well as our in-store customer experience. The learning from this CMOST study for us and our media partner will help us plan future campaigns more successfully with increased impact for our campaign targets. We have seen recent increases in the amount of dollars we are investing in online media and believe that online plays an important role in our overall media mix."
Canadian Tire joins Molson, RBC Insurance, General Motors, Unilever and Aim Trimark in a growing list of major Canadian advertisers who have or are conducting these leading-edge studies — designed to uncover the role online can play in assisting with reach and frequency, lifting brand metrics such as awareness, favorability and intent to purchase — and ultimately, return on investment.
Canadian Tire and their media agency, MBS were interested in gaining insights regarding the synergistic interaction between online media and other more traditional media, including radio and direct mail. Canadian Tire and MBS selected a campaign slated to run in both English and French markets for the test.
The multimedia campaign focused on driving adults 25-54 to Canadian Tire to purchase Father's Day gifts, and included two themes: a promotional contest, together with particular price promotional features. The campaign, which ran for a two-week period, included 30 second radio spots, online display ads, flyers (national print drop and e-flyers) along with promotion of the contest and price promotional offers on the Canadiantire.ca site itself.
Key Findings Include:
- The addition of online advertising to Canadian Tire's heavy radio campaign increased aided advertising awareness by an additional 6 percent.
- Radio plus online increased scores on a variety of Canadian Tire brand attributes from 6 to 10 percentage points above that delivered by radio alone.
- The combination of online and radio was particularly effective against the female portion of the target group, whose unaided brand awareness increased by over 16 percent.
- The combination of online and radio resulted in the Canadian Tire website achieving the highest percentage of total Internet unique visitors to the site in two years.
"We were very excited to participate in this important industry initiative," says Maura Hanley, Senior Vice President, Direct & Interactive, MBS. "It's great learning for our client, Canadian Tire, MBS and the industry as a whole."
Brent Bernie, IAB Chairman, adds, "Having Canadian Tire involved in the CMOST program is critical to building an increasingly diverse library of examples of how online can work with other media to maximize return on advertising dollar investment. Current CMOST studies span the food and beverage, financial, auto and now retail arenas, and will soon include results within the beauty sector as well. No matter what the traditional media mix or what the product sector, CMOST has shown that there are efficiencies that can be realized within the same ad budget, by including online in the plan."
IAB's Canadian Media Optimization (CMOST) research is a unique program in Canada and is managed by BrandSpark International on behalf of the IAB.
For more information, or to determine if your company might qualify to participate in future CMOST research contact either:
President, IAB Canada
(416) 845-6994
IABCANADA.COM
Brent Bernie
President comScore Media Metrix comScore Canada Inc.
Robert Levy
Brandspark International
The Interactive Advertising Bureau of Canada is the national voice of the Canadian interactive marketing and advertising industry, and is a not-for-profit association representing a membership composed of publishers, agencies, advertisers and interactive service associates.
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