Digital marketing in a premium media environment builds the brand extremely effectively.

LARGEST DIGITAL MARKETING SURVEY IN FINLAND

92 000 respondents

Exposed to ads

Noticesads

Becomesaware

Considersbrand

Prefersbrand

Intendsto buy

Visitsstore

Buysproduct

Success is a chain reaction

Exposed to ads

Noticesads

Becomesaware

Considersbrand

Prefersbrand

Intendsto buy

Visitsstore

Buysproduct

The Brand Metrics modelThe emerging digital currency

People buy burgers, cars and

everything in between, being influenced by advertising, but

without clicking.

It’s called brand lift.

BRAND LIFT

Where conversationstoo often end up

Views Where premiummedia add real value

Click

A Brand Metrics measurement covers all important aspects of campaign

efficiency. To make this comparable across campaigns, channels, markets and time, the methodology is based on a one-question approach

The answer to this question is cross-analyzed against frequency of exposure to the campaign

Measurement design

What is your relationship to Finnair?

…and I’m planning to buy a Finnair ticket

My most preferred airline

An airline a would consider

Familiar with but not interest

Not familiar with

AC

TION

INTE

NTBR

AN

DPR

EFER

ENC

E

BRA

ND

CO

NSI

DERA

TION

BRA

ND

AW

ARE

NES

S

…andmanymore

+5 000 BENCHMARKGrowing publisher adoption

ü 206 campaigns

ü More than 200 million impressions

ü Over 100 brands

ü 19 industries

ü 92 022 respondents

One of the largest digital advertising impact surveys in the Nordic countries

BRAND METRICS: CONCLUSIONS FROM MORE THAN 200 SURVEYED CAMPAIGNS

An increase of 3.6 percentage units in

awareness or 1.6 percentage units in

purchase intent means a substantial

growth in business.

Consider what this means in eurosfor your business.

CONCLUSIONS

Digital campaigns allow you to build your brand. All brand metrics increased significantly as a result of campaigns in Sanoma network.

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

CONCLUSIONSKnown vs. Unknown Advertisers

Known 124, Unknown 82

2,6 %

3,2 %

2,1 %

1,3 %

4,3 %4,1 %

2,8 %

1,7 %

AWARENESS CONSIDERATION PREFERENCE PURCHASE INTENT

Known advertisers

Unknown advertisers

Unknown advertisers (awareness less

than 70%) can usually achieve a

greater brand lift, because their

starting levels are low.

The starting levels of known advertisers

(awareness 70% or more) are higher, so

the significance of even a small

impact is great.

The gap narrows down near the end of

the purchase funnel.

We can create brand lift for both known and new, unknown advertisers.

CONCLUSIONSIndustry sectors have different brandlift

Motor vehicles push awareness the biggest with their campaigns.

Housing has the biggest brandlift results on consideration, preference and purchase intent.

FMCG have superbrands in the industry sector.

Travel on the other hand seems to miss out something on the brandlift.

Campaign type and targeting impacts on the brandlift results.

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

0,0 %

0,5 %

1,0 %

1,5 %

2,0 %

2,5 %

3,0 %

3,5 %

4,0 %

4,5 %

5,0 %

AWARENESS CONSIDERATION PREFERENCE PURCHASE INTENT

Housing Motorvehicles FMCG Travel Total

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

CONCLUSIONS

BRANDING 93, TACTICAL 70

3,6 %3,8 %

2,8 %

1,7 %

3,2 %3,5 %

2,2 %

1,5 %

AWARENESS CONSIDERATION PREFERENCE PURCHASE INTENT

Branding

Tactical

Branding vs. Tactical Campaign

Branding campaigns have a slightly

higher brand lift. However, the

differences between the results are

small.

The creative production of branding

campaigns is often invested in: telling

a story and evoking emotions,

creating a change in brand image.

A branding campaign increases purchase intent even more than a tactical campaign.

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

The difference is most obvious in terms

of preference. The results show that a

targeted campaign affects purchase

preference 36% more than a non-

targeted campaign.

CONCLUSIONS

All the brand metrics show that targeted campaigns have higher brandlift.

Targeted vs. Non-targeted Campaign

NON-TARGETED 114, TARGETED 86

3,4 % 3,5 %

2,2 %

1,4 %

3,9 % 3,9 %

3,0 %

1,8 %

AWARENESS CONSIDERATION PREFERENCE PURCHASE INTENT

Non-targeted

Targeted

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

Consider targeting in relation to your goals.

When you are building awareness and

consideration, context targeting works

wonderfully. It is also important that

your brand is in a premium media

environment in terms of content.

Data targeting works well when

approaching the moment of

purchase.

CONCLUSIONS

Context targeting works well at the start of the purchase process.

Context and data targeting have different roles in the purchase process.

CONTEXT TARGETED 20, DATA TARGETED 61

4,3 %4,1 %

2,7 %

1,7 %

3,6 % 3,5 %

2,8 %

1,7 %

AWARENESS CONSIDERATION PREFERENCE PURCHASE INTENT

Context

Data targeted

CONCLUSIONS

Targeting based on interests has an extremely high impact.

Data Targeting2,

71% 3,

17%

2,28

%

1,18

%

2,32

%

2,29

%

2,03

%

1,33

%

2,77

%

3,43

%

2,67

%

1,20

%

5,63

%

5,20

%

4,37

%

2,31

%

2,50

%

2,07

%

2,01

%

1,49

%

AWARENESS CONSIDERATION PREFERENCE PURCHASE INTENT

Age

Gender

Geo

Interest

Combined demographics

Common interests combine

consumers more than gender or

age.

Geo targeting has impact as well,

especially when the content is

planned according to location.

If using demographics, gender on it’s

own has more impact than age or

those 2 combined.

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

Age: 8Gender: 8Geo: 11Interest: 9Combined demographics: 8

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

0,49% 0,51%

Branding Tactical

CTR – Branding vs. Tactical Campaign

This graph shows the functionality of

the CTR metric in light of the campaign

goal (branding vs. tactical).

There is virtually no difference between

the two types.

BRANDING 62, TACTICAL 56

CONCLUSIONS

BRANDING TACTICAL

Click-through rate is at the same level in both campaign types.

A high CTR is not a good indicator for

measuring purchase intent.

Very few campaigns show good

performance in both CTR and

purchase intent.

CONCLUSIONS

Whether your campaign message is branding or tactical, CTR does not work/is not good enough as a KPI.

CTR is a poor indicator for verifying purchase intent

Branding Tactical Linear (Branding) Linear (Tactical)

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

CTR

PURC

HASE

INTE

NT

The optimal frequency is 6–9 in both mobile and

desktop when looking at the campaign impact on

brand lift.

A higher frequency is more justified in desktop than

in mobile. In mobile, the effect begins to decrease

after 12 repetitions.

When building awareness and consideration, more

than 9 repetitions is effective; in terms of preference

and purchase intent, more than 9 repetitions no

longer boosts performance very much.

CONCLUSIONS

Optimal frequency varies, depending on the channel.

The frequency should be higherAv

erag

e br

and

lift

Source: Sanoma, Digital Advertising Impact Study 2018, N= 206

FREQUENCY

1. Digital marketing in a premium media environment is an

extremely effective brand builder.

2. Targeted digital marketing is more effective. Context and

data targeting have different roles in the purchase funnel.

3. The click is a poor metric to verify the impact on purchase intent! Use also other metrics to measure the effectiveness

and impact of digital campaigns.

4. Increase the frequency of digital campaigns to substantially

improves campaign performance.

Remember these

KEY FINDINGS OF THE STUDY

You are welcome to join the study with your campaigns.

THANK YOU!