Media

A People-Centric View of Media, Advertising and Brands
Capabilities from Knowledge Networks' Media Practice

New from KN: Campaign Evaluation Capability and Acquisition of Dimestore Media as key component

As marketers you are always under pressure to justify media campaign dollars, and to do so requires you to determine if the campaigns you run are effective. The simple question ‘Did my multi-media or digital campaign work?’ hangs in the air with no good answer – until now!

KN announces the acquisition of Dimestore Media, a game-changing company whose online platform allows marketers to rapidly evaluate the effectiveness of their digital campaigns.

Applying Dimestore’s tools and capabilities enables the surveying of consumers as they engage in various digital media across the Internet, by adding engaging surveys to online creative. We deliver views of brand perception, message recall, and purchase intent.

KN’s ability to measure campaign effectiveness does not stop with digital media. Our platform can assess the consumer-brand linkage in multi-media campaign evaluation through analysis of Return on Campaign Investment (ROCI).

To measure the effect of a cross-media marketing campaign, we use KnowledgePanel® and Dimestore data to analyze which components of the campaign each person was exposed to, and then measure the resulting improvement in awareness, purchase intent, and other key metrics for brands.

Cross-Media Usage Measurement and Analysis

breakdancer If you need to know how much time people spend within and across media, KN can tell you! Marketers and agencies rely on our syndicated and custom singlesource measurements of total media use, simultaneous use of multiple media, and true duplication of reach – without "fusion" models. Our product suite includes:

MultiMedia Mentor® Syndicated Reports
- Allocate media dollars more efficiently by using a peoplecentric lens of how media time is spent, coupled with the ability to filter by demos and brand targets.
- Facts: Time spent at the media level and within a medium (e.g. within Internet: email vs. social networking vs. video) Customization available to demonstrate tailored media package value to advertisers
- Facts: Time spent across a customized set of branded media properties across media (e.g. TV channels, Internet/ mobile sites, magazines, and non-traditional [e.g. Book Clubs])
Total Touch o For big-ticket events such as the Olympics, helps primary rights holders demonstrate ROI to their sponsors.
- Facts: Measure total exposure to a major event and its primary sponsors across all media

Effectiveness of Advertising Models

We have helped media companies evaluate the effectiveness of new ad formats in online video, VOD, and addressable cable networks, quantitatively analyzing metrics such as recall, lift, and audience perceptions against traditional formats.

Audience Profiling

Meeting the challenge of media company ad sales, KN's custom A&U capabilities can highlight the value of a media audience to help meet advertiser needs, among them:

Showing the value of a youth audience in the face of a recession
Profiling "moms" and their importance in family purchase decisions
Demonstrating the value of the Latino audience to mainstream advertisers

cellphone Special Situations

KN's Media team thrives on unique business challenges, with an emphasis on creativity and innovation that often leads clients to come to us to help them solve questions such as:

Developing a new online movie stream/download offering
Evaluating the market potential for a paid online video player for premium content continued over

Technology Usage Measurement and Analysis

Our syndicated The Home Technology Monitor™ and How People Use® reports give media companies and marketers insights into technology penetration and usage trends, along with the public's attitudes toward advertising within these technologies. Customization is available when your need is focused on specific technology usage within a target audience.

Programming

Content development, programming, and scheduling decisions are big expenditures, with major impact on ratings and ad revenues. KN can inform your spend with predictive research about:

Talent evaluation (e.g. news anchors)
Content development
Impact of scheduling changes
Promotion testing

Attitude, Usage and Behavior Trackers

After you have made the decisions that affect your business, Knowledge Networks can deploy reliable tracking studies to assess ongoing metrics such as brand health and loyalty, market share, or adoption of new media. Our analysis of results focuses on recommendations for stasis or change in plans.

Professional Research

KN's expertise includes researching the professional community itself. We have assessed:

Relations between a network and its affiliate stations
CMO survey on the value of sponsorships of a big-ticket sporting event
Media buyers' perceptions of clients (interviews with top buyers and agency decision-makers)

Knowledge Networks Rigor and Expertise

Confidence is what KN delivers. Confidence based on the rigor of statistically valid, probability-based samples and survey instruments refined over many years to maximize accuracy. Confidence in expertise that brings facts to life with insights and recommendations. We welcome your next challenge!

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