Method for determining advertising effectiveness

1. A method for determining advertising effectiveness of cross-media campaigns, comprising:

determining, by a computer system, based on a factorial experimental design comprising one or more control groups and one or more exposed groups, one or more measures of effectiveness of a cross-media campaign, wherein the cross-media campaign comprises two or more media;

plotting, on a display of the computer system, at least one of the measures of the effectiveness of the cross-media campaign against time;

isolating an effects of at least one of the media from the effects of at least one of the other media in the cross-media campaign, wherein the effect of the at least one media is isolated from the effects of the at least one other media, at least in part, based on the factorial experimental design;

displaying, for each of at least one of the two or more media in the cross-media campaign, an isolated effect of the medium; and

performing, for at least one of the media, a dollar-for-dollar comparison,

wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises continuous tracking of at least one of the media.

2. A method of claim 1 , further comprising:

performing post effectiveness, efficiency, and allocation analysis.

3. A method of claim 2 , wherein performing post effectiveness, efficiency, and allocation analysis further comprises providing descriptive advertising and media suggestions on each media independently.

4. A method to of claim 1 , wherein performing a dollar for dollar comparison for at least one of the media comprises a return on marketing objective calculation.

5. The method of claim 1 , wherein displaying the isolated effect of the media comprises displaying an incremental effect of the isolated media.

6. The method of claim 5 , wherein displaying the incremental effect of the media comprises displaying a first curve reflecting a total effect for all of the media of the cross-media campaign and a second curve reflecting an effect without the isolated medium, wherein the difference between the first curve and the second curve indicates the incremental effect of the isolated medium.

7. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises:

randomly assigning members of a population into one or more exposed groups or one or more control groups;

delivering online advertising to at least one of the exposed groups based on the random assignments; and

measuring an effect of the online advertising.

8. The method of claim 1 , further comprising assessing at least one complementary effect or synergy between two or more of the media.

9. The method of claim 1 , further comprising recommending at least one budget re-allocation.

10. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises producing, by an ad server, two matched markets, wherein one of the matched markets comprises an exposed cell and the other of the matched markets comprises a control cell.

11. The method of claim 1 , wherein producing the two matched markets with the exposed cell and the control cell comprises:

identifying one or more contaminated respondents;

removing the contaminated respondents from the cells; and

weighting or re-weighting one or more of the cells to ensure a match between exposed and control groups.

12. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises:

measuring a decay rate of at least one advertisement delivered to a respondent; and

calculating at least one measure of effectiveness based at least in part on the measured decay rate.

13. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises:

pre-assigning of two or more respondents to control and exposed segments of a population; and

measuring branding or sales in at least one of the segments.

14. The method of claim 1 , wherein at least one offline media is in included in an orthogonal fashion to online media.

15. The method of claim 1 , further comprising:

identifying, based on the factorial experimental design, incremental sales from, and an incremental branding effect of, at least one of the media of the cross-media campaign; and

analyzing advertising effectiveness based on a link between sales and the at least one incremental branding effect.

16. The method of claim 1 , further comprising:

measuring an effect of competitive spending or a response to branding.

17. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises:

obtaining one or more online samples and one or more offline samples;

weighting users from at least one of the online samples and users from at least one of the offline samples to account for users who are not online; and

integrating at least one of the online samples with at least one of the offline samples.

18. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises performing one or more post hoc measurements for sales, wherein performing at least one of the post hoc measurements comprises:

delivering control advertising to a control group,

measuring sales to the control group to establish a baseline sales level;

delivering advertising to an exposed group;

measuring sales to the exposed group; and

determining incremental sales to the exposed group over sales to the control group.

19. The method of claim 1 , further comprising determining an effect of ad size or an effect of a media property on at least one of the one or more media.

20. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises obtaining a representative online sample, wherein the representative online sample is based on at least one of the group consisting of: frequency capped recruitment; web-wide panel recruitment; representative or projectable national probability panel; or multi-modal survey sample.

21. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises:

merging survey data with panel data for at least one of the media; and

calculating, based on the merged data, a ratings point value for at least one geographic region for at least one of the media.

22. The method of claim 1 , wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises:

determining whether an exposed group and a control group have the same media usage level and ad exposure level; and

weighting the exposed group and the control group if the exposed group and the control group do not have the same media usage level or ad exposure level.

23. A method for determining advertising effectiveness of cross-media campaigns, comprising:

determining, by a computer system, based on a factorial experimental design comprising one or more control groups and one or more exposed groups, one or more measures of effectiveness of a cross-media campaign, wherein the cross-media campaign comprises two or more media, wherein determining the measure of effectiveness of at least one of the media comprises continuous tracking;

isolating an effect of at least one of the media from the effects of at least one of the other media, wherein the effect of the at least one media is isolated from the effects of the at least one other media, at least in part, based on the factorial experimental design; and

displaying, for each of at least one of the two or more media, an isolated effect of the medium.

24. A method for determining advertising effectiveness of cross-media campaigns, comprising:

randomly assigning members of a population into one or more exposed groups or one or more control groups;

delivering, in a cross-media campaign, online advertising to at least one of the exposed groups based on the random assignments; and measuring an effect of the online advertising; determining, by a computer system, based on a factorial experimental design, one or more measures of effectiveness of the cross-media campaign, wherein the cross-media campaign comprises two or more media;

isolating an effect of at least one of the media from the effects of at least one of the other media, wherein the effect of the at least one media is isolated from the effects of the at least one other media, at least in part, based on the factorial experimental design; and

displaying, for each of at least one of the two or more media, an effect of the medium,

wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises continuous tracking of at least one of the media.