Improving & Measuring Online Advertising
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Transcript of Improving & Measuring Online Advertising
Improving & Measuring Online Advertising
John FergusonAssociate Client Development Director
March 15th, 2012
2© 2012 Research Now
Today’s Agenda
About Research Now The online landscape Current measurement methods Case Studies
River Island Debenhams
The future Q&A
3© 2012 Research Now
About Research Now
Research Now: the largest online panel provider globally
Digital Data Collection Experts either passively or overtly
6.5+ million opted-in panellists globally
38 country panels around the World
5,000+ clients throughout Europe, the Americas and Asia-Pacific
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The Online Landscape
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Online Advertising is now a £4 billion industry in the UK
With over a quarter of all ad-spend in the digital medium, and growing, advertisers need to accurately measure ROI
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Current Measurement Methods
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Current methods for online ad tracking
Traditional ad measurement tools incorporate basic Web analytics to create top-line reach and frequency of exposed audiences.
Focused on audience delivery and not ad effectiveness
More advanced methods try to measure ad effectiveness through surveys…
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However, IAB comments pop-up surveys as flawed
Feature Pop Ups
Healthy response rates OMeasures delayed effect of Ad O
Representative sample ODemographic profiling added to data O
Original, pre-Panel survey based solution
Pop-ups are the most common methodology so should be sound?
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Panel Ad Tracking
Need a large fully opted-in cookied panels
An EU Directive will be implemented in June, which will require opt-in for cookie tracking.
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ADimension: Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
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How it works
Research Now panellists have opted-in to be tracked on their exposure to ad campaigns.
We embed tags in your online creative to capture campaign details
Step 1
Step 2
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Every time a panellist is exposed to your ad, we log it.
We add rich demographic and profiling data from exposed panellists
How it works
Step 3
Step 4
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Tailored surveys are sent to exposed and unexposed panellists
Combined data sets are delivered for you to power insights
How it works
Step 5
Step 6
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Case Studies
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River Island & Debenhams
River Island
Study Objectives
What is the impact of frequency of exposure?
Are we reaching the right audience?
Results ...
0 2 4 6 8 10 126%
8%
10%
12%
14%
16% Ad Recall
Average among exposed
Average among control
# of Ad Impressions
% R
eca
ll S
ee
ing
th
e O
nli
ne
Ad
Reassuringly, more online advertising = more ad recall
Line estimated from exposed and non-exposed respondents, n=1,062Slope estimation significant at 95% confidence level
We reached (mostly) the right people
Female
Male
71%
29%
65+
55-64
45-54
35-44
25-34
18-24
0-17
4%
10%
16%
19%
25%
24%
2%
A
B
C1
C2
D
E
F
None / not
speci-fied
7%
20%
33%
15%
8%
11%
0%
6%
Debenhams
Study Objectives
What was the impact on brand awareness?
Did the campaign messaging work?
Were opinion and behaviour influenced?
Results ...
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Debenhams
Spontaneous awareness
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Ma
rks
& S
pe
nce
r
Ne
xt
De
be
nh
am
s
Ne
w L
oo
k
H&
M
Joh
n L
ew
is
Te
sco
Asd
a
40%
20%17%
8% 7% 7% 6% 5%
% increase - Control vs Exposed 21.2%
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“Life made fabulous”
Targeted Placements
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Debenhams
Post exposure behaviour
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None of the above
Followed Debenhams on Facebook
Purchased from Debenhams.com
Told someone else about Debenhams
Signed up for Debenhams emails
Made a purchase in store
Visited a store
Visited Debenhams.com
41%
2%
6%
8%
8%
11%
21%
32%
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Debenhams
Exposed women 25 - 45
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25% already shop at Debenhams.com
61% now likely shop at Debenhams.com
60% already shop in store
81% now likely to shop in store
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The future
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What’s Next?
Big data is here to stay. However it’s about how you analyse it
Tools are evolving: how do we converge these?
360° analysis of ad effectiveness
Mobile
Meter downloads (with consent)
Web listening and tracking
We have an exciting future!
Questions?
25© 2012 Research Now
John FergusonAssociate Client Development Director (Ad and Media)
tel. 020 7921 2400email: [email protected]