Harris Interactive Links Multi-Platform Engagement to Brand Equity with MediaAmpSM
May 03 2010 - 5:00AM
Business Wire
Harris Interactive® (Nasdaq: HPOL), a leading global custom
market research firm, today announced its new insight tool,
MediaAmp, which augments traditional media buying and
selling with brand equity and program engagement. This is
engagement 2.0, which connects two externally validated Harris
Interactive developed and tested metrics -- brand equity and
emotional connection -- within a single, comprehensive vehicle,
providing a window into the relationship between what viewers watch
and the brands they love.
Historically, program engagement and brand equity have been
measured independently through separate surveys; however, combined,
these metrics are validated predictors of future purchase behavior.
“Those who are the most engaged with a given television program
across multiple screens are also much more likely to be engaged
with the commercials that sponsor that program. Since we know that
people who are most likely to purchase a product are those who are
the most positively disposed toward the brand, identifying program
opportunities that yield high engagement activities and behaviors
is key to advertisers benefiting from these multi-screen halos,”
stated Jeni Chapman, Executive Vice President, Global Brand &
Communications Consulting at Harris Interactive. “Currently, most
media-buying decisions are based primarily on audience size and
standard demographics, not on brand affinity. Yet current research
clearly suggests that engagement with brands and programs is a
media buying and selling utility that takes size and simple
demographic makeup to the next level. That’s the level that
differentiates, not just the program, but also the brand
experience.”
MediaAmp has demonstrated how programs and networks provide
exceptional value to their advertising partners and sponsors
through advertising, product placement, websites, mobile
applications and social networking. “Such partnerships are setting
the standard as content providers and advertisers seek to provide
meaningful branded experiences for the consumer in the rapidly
changing digital media landscape,” continued Chapman, “and MediaAmp
uniquely offers a strategic tool to measure such value to
advertisers’ brands.”
A unique feature of MediaAmp is the linking of brand and program
engagement data into one single source from two of Harris’
syndicated studies: EquiTrend and Multi-Screen Engagement (MSE).
The foundation is a consumer/viewer who completed surveys in both
studies, thus linking together brands and programs from active
primary research experiences.
- EquiTrend is a 21-year
old annual audit of brand health among 1,200 brands in 42 industry
categories, rated by 20,000 American consumers, comparing a brand’s
power along four key measures – Equity, Connection, Commitment and
Energy.
- Multi-Screen Engagement
(MSE) is a cross-platform survey measuring audience engagement
with more than 220 prime time television programs, across 65+
networks and 70+ websites. It comprises 25,000 U.S. viewers and
reports on the extent to which viewers are involved with both
television programs and their websites, thus identifying the most
engaged viewers and those most likely to be Generators, or people
who tend to advocate for brands and whose influence goes far beyond
their sheer numbers. Reaching Generators allows programmers and
advertisers to vastly increase their chances of reaching the
broadest, most receptive audience possible.
“MediaAmp is not only able to help advertisers locate the
television programs that captivate brand loyalists, but is also
able to identify those programs that are viewed by those with
various degrees of loyalty to competitors’ products – thus
informing creative decision-making in addition to media planning,”
stated Chapman, “That is, if an advertiser knows that one program
is attracting a sizable group of consumers who are disaffected by a
competitive product, then the advertiser can gear the advertising
creative to address those weaknesses – and capitalize on them.”
Advertisers who uncover the programs that their loyal consumers
are the most passionate about discover an entirely new world of
targeting. Those who utilize the power of engagement can speak
directly to their most engaged audience – and strategically target
their less engaged consumers or even their competitors’ wavering
consumers as MediaAmp will find those consumers.
About Harris Interactive
Harris Interactive is one of the world’s leading custom market
research firms, leveraging research, technology, and business
acumen to transform relevant insight into actionable foresight.
Known widely for The Harris Poll and for pioneering
innovative research methodologies, Harris offers expertise in a
wide range of industries including healthcare, technology, public
affairs, energy, telecommunications, financial services, insurance,
media, retail, restaurant, and consumer package goods. Serving
clients in over 215 countries and territories through our North
American, European, and Asian offices and a network of independent
market research firms, Harris specializes in delivering research
solutions that help us – and our clients – stay ahead of what’s
next. For more information, please visit
www.harrisinteractive.com.
©2010 Harris Interactive All
rights reserved.
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