Performance 2010 Joris Merks Google

Pakhuis de Zwijger, Amsterdam2 december 2010 Pakhuis de Zwijger, Amsterdam2 december 2010

Welkom

EMERCE Performance Based Advertising

Pakhuis de Zwijger, Amsterdam2 december 2010

Agenda

1. How much do we know about ROI?2. Three most asked questions?3. How can we compare quality of what we buy?4. When will we plan on ROI?

Twitter: #PBA10

Google Confidential and Proprietary

Clicks

Reach

Synergy

Purchase

Latent conversionROPO

Brand effectQualityTargeting

ImpressionsConversions

Frequency

Cost/GRP

Demographic targeting

o2s

Attention


Ad Contact

Click

BuyOnline

Dir

ect

Con

vers

ion

= 0,

1%


Ad Contact

Click

BuyOnline

Dir

ect

Con

vers

ion

= 0,

1%Searching, orienting,

brand effect…

BuyOnline

Lat

ent

Con

vers

ion

= +

?%


Click

BuyOnline

Dir

ect

Con

vers

ion

= 0,

1%Searching, orienting,

brand effect…

BuyOnline

Lat

ent

Con

vers

ion

= +

?%

ROPO, brand effect…

BuyOff-line

O2S

Con

vers

ion

= +

?%

Ad Contact


Three most asked media questions

1

2

3



1 “How much should I spend On-line versus Off-line?”

2

3




2 “If I spend X, how much effect?”

3





3 “How can I iterate my media mix on ROI?”






✔

…but sorry…not possible…

✔


Advertising is…

Creating impressions which are noticed, understood, appreciated, linked to the brand

and remembered by relevant people


Brand and advertising tracker

€ 100.000,-


Brand and cross media steering

€ 250.000,-






✔

…but sorry…not possible…

✔



1 “What are cost/ERP per medium/format?”




Cost/ERP is…

Cost per

USEFULimpression


Media is…

Creating impressions which are noticed, by relevant people


Medium/Format Efficiency

(Cost/ERP)

Impression Efficiency(Cost/GRP)

Targeting Efficiency(%contacts with relevant people)

Impression Impact(impact per impression)



3.0?


1,4?


1,9?

TargetingEfficiency

Index: 15,0?

Impression Impact

Index: 0,50?

ImpressionEfficiencyIndex: 5,0?

TargetingEfficiencyIndex: 1,2?

Impression Impact

Index: 0,50?

ImpressionEfficiency

Index: 0,25?

TargetingEfficiencyIndex: 1,4?

Impression Impact

Index: 4,0?

ImpressionEfficiency

Index: 0,25?

Pre-roll


Targeting + A

ttention

Cost/E

RP

TV Ad 1

TV Ad 2

Reach, F

requency, co

st/GR

P...


Brand Funnel(available in any panel)

Orienting Behaviour(Gfk-MEP + TNS)

Purchase Behaviour(Gfk-MEP only)

Single SourceRelation

Effect Metrics

Media Contacts

TVRadioPrint

MailingsOnline


outdoor meter (GPS)+ store visits

print meter (powered by Goggles)Barcode Scanner to capture purchases

TV & radio meter


+ +

✔ ✗


Three steps to ROI

1 Experiment and measure to compare Cost per USEFUL impression (cost/ERP)

2 Cross media modelingValidate value per ERP specific to your brand & market

3Cross media iterationIntegrated planning & Passive Single Source measurement of Media, Behavior & Purchase


Let’s go for it…

Performance 2010 Joris Merks Google

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