Measuring Google Display Network (GDN) in the mix
-
Upload
shane-smith -
Category
Technology
-
view
1.143 -
download
6
description
Transcript of Measuring Google Display Network (GDN) in the mix
1 1
Cross Media Analysis
Measuring Google Display Network (GDN) in the media mix
2 2
Summary Set-up and Objectives
• Campaign objectives • Study objectives
• ROI model • Set-up research
Analysis
• Cost • Impact • Cost/effect
Outcomes & implications Appendix
Main content
3 3
ROI Model
Summary
1 Google Display Network most efficient at driving visits to website (>15s). • GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. • TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP.
2 TV reaches majority of population. Google Display Network has lowest cost/GRP. • Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. • At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a
high effective reach.
3 Targeting quality to be increased by better definition of target audience. • Current definitions of target audiences – based on demographics only – block the possibility to quantify the quality of
targeting. • A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior.
Main conclusions
Background
Industry Car Insurance AllSecur
Objective Increase sales, measured by increase in website visits to AllSecur domain with duration longer than 15 seconds
Research Type Cross Media: TV, Radio, Online (Display on Google and IMX)
Cost
Targeting
Impact
Cost/Effect
4 4
TV most effective in driving website visits, Google Display Network most efficient
Impact Effectiveness Efficiency
KPI score on exposed group
KPI score on unexposed group
Impact x Reach Impact x Reach
Budget -
Site visit > 15 sec
5 5
Set-up and objectives
6 6
Campaign objective • Drive visits to Allsecur website with a duration longer than 15 seconds
TV
Online
Commercial for claims support
Commercial for independent car insurance comparison
Campaign Objective & Creative Materials
7 7
Study objectives Main Research questions
Research Questions TV, Radio & Online
• How do cost per GRP/Impressions for TV, Radio and Online compare?
• How do reach and (effective) frequency compare?
• How much of the Radio and Online reach is unique?
• How does targeting of Radio and Online compare to TV?
• What is the impact of TV, Radio and Online on website visits?
• How do cost/effect (ROI) for TV, Radio and Online compare in driving website visits ?
1 Online and off-line have different “languages”: how do we integrate towards one currency?
2 Online and off-line have different impact and cost: how do we compare them?
8 8
ROI Model
Cost
Targeting
Impact
Cost/Effect
Efficiency consists of three components; (1) cost per contact, (2) % of waste generated (wrong target group or people not being in market for your product) and (3) impact caused by the format (each individual media type has a different impact per contact).
9 9
Set-up Research
Week 1 2 3 4 5 6 7 8 9 10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Onafhankelijke Vergelijker Schadecoach
TV
Radio
GDN Awareness
GDN Sales
GDN Awareness
GDN Sales
10 10
Single Source Media Research
“Single source” measurement means that from each member of the panel we know the media consumption (TV, Radio and Online) as well as the website visitation behavior. This allows for a calculation of media impact on this metric.
TV
Online
Psychographic
Demo-graphic
Media
Visits to website
Personal
Radio
11 11
Analysis 2: Cost
Cost
Targeting
Impact
Cost/Effect
Cost
12 12
TV reaches majority of population, GDN has lowest cost/GRP
Budget allocation
Cost/GRP (indexed) Reach
12.0 48.5 16.5 9.7 Avg contact frequency
1154 4283 658 246 GRPs
13 13
1+ Reach: TV reaches majority of population
Reach has been measured over the total half year period
Media type mentioned first
Media type mentioned second
Overlapping reach between both media
14 14
3+ and 5+ Reach: At effective contact frequencies overlapping reach between media decreases
Left column: 3+ reach Right column: 5+ reach
Media type mentioned second
Overlapping reach between both media
Media type mentioned first
15 15
Analysis 2: Impact
Cost
Targeting
Impact
Cost/Effect Targeting
Impact
16 16
No uplift in website visits as a result of Radio contacts. TV +46% and GDN +36%. Site visit > 15 sec
Effects shown are without the influences of other media types, effects are single media effects
17 17
Optimal frequency for TV is between 3 and 5 Optimal frequency for Online is between 5 and 8
Perc
enta
ge th
at s
tays
on
web
site
> 1
5 se
cond
s
Number of contacts with media
Radio
TV
Google Display
IMX Display
18 18
Analysis 3: Cost/Effect (ROI)
Cost/Effect Cost/Effect
Cost
Targeting
Impact Impact
19 19
Calculation of effect and efficiency
Vision & Mission Impact =
Effectiveness =
Cost/Effect =
KPI score on exposed group
KPI score on unexposed group -
Impact x Reach
Impact x Reach ____________ Budget
20 20
TV most effective in driving website visits, Google Display Network most efficient
Impact Effectiveness Efficiency
KPI score on exposed group
KPI score on unexposed group
Impact x Reach Impact x Reach
Budget -
Site visit > 15 sec
21 21
Outcomes & Implications
22 22
TV most effective in driving website visits, Google Display most efficient due to lower cost
Cost Radio Index:
4.5 Google Display Index: 14.0 IMX Index: 13.4
Targeting Radio Index: 1.5 Google Display Index: 1.2 IMX Index: 1.1
Impact Radio Index: 0
Google Display Index: 0.46 IMX Index: 0.31
Cost/Effect Radio Index: 0
Google Display Index: 7.8 IMX Index: 4.2
23 23
Outcomes & implications
1 Google Display Network most efficient at driving visits to website (>15s). • GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. • TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP.
2 TV reaches majority of population. Google Display Network has lowest cost/GRP. • Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. • At effective contact frequencies the overlap between media decreases: a combination of media is needed to
achieve a high effective reach.
3 Targeting quality to be increased by better definition of target audience. • Current definitions of target audiences – based on demographics only – block the possibility to quantify the
quality of targeting. • A segmentation study is needed to identify potential buyers based on online behavior and previous buying
behavior.
Note: Radio did not have an impact on website visits despite high reach and low cost/GRP. This study evaluated website visits as a direct response metric, however radio may have driven awareness which was outside the scope of the study.
24 24
Appendix
25 25
Profile of sample Education
District Demographic Situation