NEWS | Compose USA 2007 Survey challenges new media’s potential as ‘hot’ communication channels

 

Compose asked consumers about the communication values of a range of 33 channels, and found that mainstream media - notably TV, Print and Radio - perform best among all the investment options open to advertisers.
 
Consumers recognize TV as the number one medium for building awareness: 43% rate it as excellent or very good.  Magazines (31%), newspapers (29%) and radio (24%) all also performed well.
 
In helping consumers decide whether they can trust a brand, TV came first again with 26%, followed by newspapers (21%) and magazines (19%).
 
The newest media - video games, video-on-demand, interactive TV and streaming video – are currently regarded by the population at large as being niche communication vehicles.  Their scores on these measures ranged between 2% and 5%.

 

Compose USA 2007 output screen displaying ranking of

channels’ potential in conveying high quality for brands.

 

Those who do consume these new media are more alert to the commercial potential.  18% of users of interactive TV consider it effective at conveying trust; 12% of video games users rate it highly for driving awareness.  However their usage levels are still small relative to traditional media.
 
Traditional media must therefore still be regarded as the cornerstone for brand advertising.  They deliver large audiences and they deliver impact.  Newer media can help in extending a campaign planned in traditional media, but their low reach means that few brands can rely on them uniquely.
 
About Compose

Compose is a truly innovative concept.  Through a combination of survey research, modeling and software application, it enables communication professionals to keep pace with the needs of channel planning, allowing the choice of channel mix to be made confidently and closely tied to campaign objectives.  The Compose Survey covers buying decision-making drivers across a range of 33 product categories, and the ability of different communication channels to deliver on these drivers and strategic levers that an agency or marketer might want to convey.

 

Since its launch in the American market in 2006, Compose has proved to be a success story:  Leading agencies Mindshare, Initiative, Mediaedge:cia, Carat, Draft FCB, Ogilvy and PHD have trusted Compose to leverage their communication planning expertise at full potential and deliver the best plans possible to their clients.  Released in February, the new 2007 version features new functionalities with ground-breaking consumer and channel analysis that provide more valuable support to planners in building communication plans.

 

New to Compose in the USA 2007 release is the ‘Planning Guide’ functionality allowing planners to determine how many GRPs are required to achieve different levels of reach and frequency for all controllable channels. This feature also provides indications, for each channel, of the point of diminishing returns.

 

The new “Planning Guide” functionality featured on
Compose USA 2007 provides GRP allocation guidance
and diminishing return indicators.

 

The target audiences can now be cross-tabbed with any variables of the Simmons NCS/Compose consumer survey, thus giving users access to deeper insights on their target audiences’ attitudes, consumption habits, and lifestyle patterns.

 

Simmons NCS/Compose Survey cross-tabbing capability.

 

Finally, additional channels have been added:  The new media such as video on demand, video games, streaming video, interactive TV are now available for planning.

 

“Compose is unique in that it provides a thoughtful platform for planners to explore new media options to help grow the businesses of their clients”, claims Maxus Research Director Rosemarie Paragham, “and it can be helpful in developing new business.”

 

The enhanced version of Compose has already been implemented by our charter subscribers and is now available through Pointlogic, KMR and new sales partner Simmons (Experian).