Turning contacts into effective impacts: interview with Andreas Eichner from Somfy
What do our customers think about conoscenti’s Media Quality Scoring (MQS®)? What can it do, what not? Those are questions Axel Puhlmann of conoscenti put to Andreas Eichner, Head of Market Intelligence at Somfy Germany.
Axel Puhlmann: What are the critical elements of media planning?
Andreas Eichner: Presumably, just like many other companies, we face the challenge of reaching our marketing objectives within our limited budget for television advertising. For media planning, that naturally means that we have to keep a close eye on efficiency, which means getting the utmost impact from the available resources. The question is: how can we gage whether we have extracted the maximum potential?
Axel Puhlmann: Where do you see the implementation difficulties in practice?
Andreas Eichner: Well, GRP – or gross rating points – is the unit of measurement around which many media planning activities revolve. For media planning, we fortunately have great data from GfK’s television research arm in order to optimize GRP. You can find out which target groups generally view which programs, or at least the ones they have tuned into. But that’s just the point: “Tuned into” does not necessarily mean that the advertising has any impact on the target individual. It is merely an opportunity to make contact that is reflected in GRP, not the actual contact, not to mention the impact.
In other words, as media planners, we can secure the optimal conditions from our perspective so that the TV ads reach the right target groups, but we typically never know to what extent the ads actually trigger any response – such as an increase in awareness, a change of attitude, an impulse to get more information or perhaps buy the product. Whether a contact opportunity becomes an effective impact or not can depend on the creation of the advertisement in interaction with the format and the respective target group segment. The ad’s actual advertising impact remains in a black box.
Axel Puhlmann: So to what extent can MQS® help in this regard?
Andreas Eichner: MQS® by conoscenti sheds some light into this black box. In our case, for instance, it turned out that our advertisement makes a significantly greater impact when it is broadcast to our media target group in the environment of news programs, than when it is placed with certain entertainment formats. Moreover, certain environments that we had left out of our media planning in the past turned out to be particularly effective. At the same time, we also finally got confirmation of the effectiveness of certain environments in which we have been placing ads for years based on GRP considerations, despite repeated skepticism internally as to whether they were the right fit for us.
Axel Puhlmann: Ultimately, what is the decisive advantage in your opinion?
Andreas Eichner: At the end of the day, what we have is an additional tool, no more and no less. We do of course still use conventional media planning in order to firstly identify the program environments that promise the greatest GRP for our target group. That’s fine! But in a second step, we finally have a means at hand with which we can make better choices between alternatives that might appear of equal value. That allows us to support our choice with two selection criteria.
So I believe that aiming for the greatest possible GRP is still the right approach. But it is an approach that can be decisively enriched by additionally factoring in the quality of programming environments. In fact, the presumed maximum GRP can be significantly amplified or muted through MQS®. As a result, some of the budget can be diverted in time into formats that evidently work better. We barely lose any GRP in the process, but can expect to do a better job reaching our marketing objectives – be they increasing awareness or generating leads.