MSN AND UNILEVER MEDIA MIX RESEARCH METHODOLOGY NOMINATED FOR ESOMAR'S
New York, NY - August 13, 2002 - The groundbreaking MSN and Unilever media mix research study, released earlier this year, and supported by the Interactive Advertising Bureau (IAB) and the Advertising Research Foundation (ARF) has been nominated by ESOMAR for the prestigious John & Mary Goodyear Award. The award, which will be presented in September, recognizes major contributions to excellence and best practice in international research. The cross media methodology developed for the MSN and Unilever case study was created by the IAB's research expert, and Marketing Evolution principal, Rex Briggs, and Mike Siegenthaler, group research manager, MSN.
Nominations for ESOMAR's John & Mary Goodyear Award are based on a strict academic model where papers are submitted for expert panel review. The paper submitted by Briggs and Siegenthaler focused on the methodology to measure the online medium's contribution to the media mix, and addressed how television, magazine and online could be measured side-by-side, dollar-to-dollar in terms of the return on marketing objective. The focus was the methodology, not the results.
"What makes this such a significant marketing research advance, worthy of such a prestigious award nomination from such an august group as ESOMAR, is that for the first time advertising effectiveness can be quantified, precisely, across multiple media - in this case television, magazine and online," said Greg Stuart, IAB President & CEO. "The next phase of the research expands the scope of measurement to a total of eight world-leading brands and encompasses television, magazine, radio, newspaper and online."
ESOMAR is the world's most respected research association. With over 4000 members in 100 countries, ESOMAR's mission is to promote the use of Opinion and Market Research for improving decision making in business and society worldwide, and facilitates the exchange of experiences between suppliers and users of research in order to optimize the integration of research results into the decision making process.
About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading interactive advertising association and represents companies responsible for selling over 75% of online advertising in the United States, including; AOL, CNET, MSN, Overture Services, Walt Disney Internet Group, Yahoo, and 100 others. Its activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the interactive medium and educating the advertising industry about the use of interactive advertising. Membership includes companies that are actively engaged in, and support the sale of interactive advertising.
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Marla Nitke IAB