Cost-effectiveness of a Physical Activity Awareness Campaign
Improving Online Campaign Effectiveness in a Fragmented Digital World
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Transcript of Improving Online Campaign Effectiveness in a Fragmented Digital World
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ADimension®
Improving Online Campaign Effectiveness in a Fragmented Digital World
John Kitchen, President US, Intuitive Business Intelligence
Maria Domoslawska, VP of Global Digital Strategy
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2 © 2012 Research Now
Today’s Agenda
5 digital trends that are shaping the digital landscape
Online ad measurement & IAB best practices
How Research Now connects with consumers
ADimension® Dashboard
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3 © 2012 Research Now
Trend Consumer Behaviors & the Social Media Connection
1
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4 © 2012 Research Now
The world has changed
If printed, the stack
would be as tall as
80 Eiffel Towers
That’s 98 years of
non-stop cat videos
A day in the Internet
Social Connection Revolution
Source: Created by MBAonline.com
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5 © 2012 Research Now
People are in control
Source: The Sunday Times, February 13, 2011
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6 © 2012 Research Now
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7 © 2012 Research Now
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8 © 2012 Research Now
Source: Time Magazine, December 26, 2011
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9 © 2012 Research Now
Trend Globalization
2
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10 © 2012 Research Now Source: Mary Meeker Web 2.0 October 2011
Top 10 Internet Properties
81% of unique users are outside USA
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11 © 2012 Research Now
Trend Media Ad Spend vs. Media Consumption
3
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12 © 2012 Research Now
Total Ad Spend for 2012 is predicted to reach $489 billion
source: Advertising Age and eMarketer Jan 2012- ad spend numbers
“U.S. online ad
spending is expected
to grow to $39.5
billion this year.”
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However, the Media Time Spent vs. Ad Spend are still out of whack
Source: Mary Meeker Web 2.0 October 2011
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14 © 2012 Research Now
Trend Online Advertising Trends
4
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15 © 2012 Research Now
Digital media continue to grow users and opportunities to connect
Effectiveness of the consumer centric platforms
source: Forrester Research Interactive Marketing Forecasts, 2011 To 2016 (US)
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16 © 2012 Research Now
Media and audience fragmentation
Continues to challenge marketers
Source: Luma Partners LLC
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17 © 2012 Research Now
Twitter followers
How do you find your audience?
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Trend Measurement &
Analytics
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From Fragmentation to Integration
19
The world’s information is doubling every two years. In 2011 the world created a staggering 1.8 zettabytes.
© 2012 Research Now
“Society has reached a pivotal point requiring us to make decisions faster, and do it better and more effectively.”*
*Malcolm Gladwell
The Tipping Point & Blink
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20 © 2010 Research Now
Analytic tools changing to keep pace with the changes in marketing velocity
• Online media moves at speed of light
• Decisions need to be made quickly
• Old style analytic tools not flexible enough
• Rise of self service analytics
• Rise of visual tools – see trends, drill down
• 73% of employees at large companies using complex BI
solutions have no idea what they’re looking at (Forrester
study).
• Expectation of clients to see near real time analytics over Web
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Online Measurement & IAB Best Practices
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22 © 2012 Research Now
Online effectiveness methodologies are also affected by the consumer revolution
1. Intercepts
2. Panel cookies
Ad Campaign
river recruitment
opt-in recruitment
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23 © 2012 Research Now
Best Practices from
On Online Ad Effectiveness Research
Live intercepts Falling increasingly into disfavor
due to:
• Lower response rate –
consumers don’t want to be
interrupted anymore
• Greater site clutter
• Misalignments between
campaign delivery and
sample
Source: IAB: Best Practices for Conducting Online Ad Effectiveness Research, June 2011
Panels opt-in Audience centric can solve for
some of the methodological
deficiencies of intercept studies but:
• Need to be properly validated
to meet the campaign
feasibility requirements
• Single source for multi-media
measurement
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24 © 2010 Research Now
We asked our clients why they work with us?
“We recommend Panel over intercept for
both philosophical and logistical reasons:
Paul Zeman
SVP, General Manager
Philosophical: the panel method is more
"real world" respondents
are surveyed separately
from the ad viewing
measuring the impact of
exposure beyond the
immediate.
Logistical: there is control over
sampling beyond nth
person intercepts and no
need to make deals with
websites for "control"
exposures (and no worry
about the resulting bias)”.
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How Research Now connects with consumers
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Average of 350 targetable variables per individual panelist
We are all about the global consumer
Over 6 million panelists in 38 countries worldwide
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27 © 2012 Research Now
Panel Ad Tracking is a numbers game
Fully opted-in 2 million panel in 11 countries
We can meet the minimum threshold for online ad
effectiveness studies
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28 © 2010 Research Now
What was their audience?
Paul Zeman
SVP, General Manager Audience: The target was very high
income prospects - under
10% incidence with
exposed and non-exposed
group.
Media Plan: The media plan was quite
robust, (over 1 billion
impressions) (…)
RN was able to deliver.”
“Finding a narrow target is quite difficult
and not something we felt comfortable
using “River” sampling to find.
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29 © 2012 Research Now
Quick feasibility check
100 MM Impressions
20MM Unique Individuals
91K Panel Respondents
15K Start a Survey
1500 Completes
For 100MM impressions we can get 1500 completes
Average 5 exposures
8% of 240MM Total Online
8% 1.1MM RN Panel
1 in 6 respond to survey
10% incidence
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30 © 2012 Research Now
ADimension® set up
Millions of panel members opt-in to be tracked on their ad exposure
Embed tags placed in online creative
Step 1 Step 2 Every time a panelist is exposed to your ad, we log it.
Step 3
We add rich demographic profiling data on all surveyed panelists
Step 4
Tailored surveys are sent to exposed and unexposed panelists
Step 5
Combined data sets are delivered for you to derive insights
Step 6
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ADimension®
Dashboard
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32 © 2012 Research Now
Impressions, frequency and demo
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33 © 2012 Research Now
Impressions, frequency and demo
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34 © 2012 Research Now
Brand Lift
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35 © 2012 Research Now
In Summary
We need to seek out the best approach in the new relationship economy
Global is the new local
Precision opt-in marketing needs precision opt-in measurement
Results should
Provide interactive visual insights
Be easy to understand
Be available on your schedule over the web
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Thank you!