1© comScore, Inc. Proprietary and Confidential.
Оснат Зарецки
Старший Менеджер по развитию, comScore Europe
Online Advertising and Branding EffectivenessLessons from USA and Europe
2© comScore, Inc. Proprietary and Confidential.
KEY LESSONS LEARNED
CLICKS are misleading brands.
DIGITAL vs. TV – online campaigns can complement/replace TV for Brands.
CREATIVE ONLINE is critical, as with TV, to building brands and lifting online and offline sales.
CONTENT ENGAGEMENT can amplify the effect of an ad placed within the content.
NOT ALL MEDIA-PLACEMENT STRATEGIES are created equal – facts before hunches.
3© comScore, Inc. Proprietary and Confidential.
comScore
4© comScore, Inc. Proprietary and Confidential.
comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;43 markets reported
Local Presence 30+ locations in 21 countries
V0910
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Agencies
Among our European clients
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Инновационный подход comScore к измерению
Счетчики на страницах сайта
Unified Digital Measurement™ (UDM)Patent-Pending Methodology
ПАНЕЛЬ
2 миллиона панелистов в мире 360°видимость поведения
пользователей
PERSON-Centric панель с
SITE-Census измерением
7© comScore, Inc. Proprietary and Confidential.
CLICKS are misleading brands.
- Natural born clickers
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Where are the online advertising $$$ coming from?
The internet is disproportionately used for direct response advertisingThe internet is disproportionately used for direct response advertising
Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC, and DMA
9© comScore, Inc. Proprietary and Confidential.
Display advertising’s early mistake
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84%
8%
52%
15%
4%
26%
18%
4%22%
67%
% Internet Pop % of Clickers % of Clicks
68%
16%
51%
20%
10%
31%
30%
6%18%
50%
% Internet Pop % of Clickers % of Clicks
HeavyHeavy ModerateModerate LightLight NonNon
July 2007July 2007 March 2009March 2009
Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periodsSource: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods
Clickers becoming extinct in USA?
Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks
Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks
11© comScore, Inc. Proprietary and Confidential.
And the Russian clickers?
Source: comScore Marketing Solutions, Russia, August 2010
Only 10% of the Russian online population click on Display ads!Only 10% of the Russian online population click on Display ads!
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But Digital Advertising Has Been Proven to Work!Branding Impact Significant
Source: comScore Brand Survey Lift Norms, US Market January 2011
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Can it Increase Consumer Engagement: Yes!
Source: comScore “Whither the click in Europe?” – February 2010
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DIGITAL vs. TV
– online campaigns can complement or replace TV for Brands.
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Does it Drive Sales: Yes
Source: “Whither the Click?” 139 comScore studies in the June 2009 Journal of Advertising Research
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Sales Impact Comparable to TV
BehaviorScan tests conducted over one year period comScore studies over three months*
*Assumes 40% HH Internet reach against target.
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CREATIVE ONLINE
- Is critical, as with TV, to building brands and lifting online and offline sales.
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Traditional Television Advertising Development Process
Identify Target
AudienceStrategy Creative Media Plan
In Market Testing
Post Campaign Evaluation
Source: AMA Market Research Conference Presentation (2010)Measuring the Effectiveness of Online Advertising Todd Curtis, Senior Consumer Insights Manager, Digital and Applied Analytics for Marketing Effectiveness, General Mills
Pre-Testing of Creative Strategy
& Campaign Execution
19© comScore, Inc. Proprietary and Confidential.
Digital Advertising Development Process
Identify Target
AudienceStrategy Creative Media Plan
In Market Testing
Post Campaign Evaluation
Source: AMA Market Research Conference Presentation (2010)Measuring the Effectiveness of Online Advertising Todd Curtis, Senior Consumer Insights Manager, Digital and Applied Analytics for Marketing Effectiveness, General Mills
Pre-Testing of Creative Strategy
& Campaign Execution
20© comScore, Inc. Proprietary and Confidential.
Over Half of the Impact of Advertising is Driven by the Strength of Creative
comScore ARS Global Validation Summary includes an evaluation of 396 TV ad campaigns, utilizing sales data from R. L. Polk New Vehicle Registration, IMS HEALTH, IRI InfoScan, Markettrack, Nielsen SCANTRACK or Nielsen Retail Index.
% Influence on Shifts in Brand SalesSource: comScore ARS Global Validation Summary
Numbers represent the percent variance in sales shifts explained by the corresponding factors.
Elements such as GRPs, wearout & continuity/
flighting of airing
Quality of the creative based on ARS Persuasion Score*
Price, promotion and distribution
Ad Quality
52%
Other
35%
Media Plan
13%
Creative is 4X more impactful in influencing sales than the media plan
21© comScore, Inc. Proprietary and Confidential.
The future of advertising revealing itself
Rich media and takeovers - on premium publisher sites reduce clutter and increase creative quality – better for brand advertising.
AT&T on last.fm TakeoverApple on New York Times Takeover
22© comScore, Inc. Proprietary and Confidential.
CONTENT ENGAGEMENT
- Can amplify the effect of an ad placed within the content.
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Engaging content has a greater impact on older consumers
Source: comScore ARS Custom Analysis, October 2010
*ARS Consumer Choice Score measures changes in consumer brand preference through a simulated purchase exercise. A lift in the ARS Consumer Choice Score is highly correlated with in-market sales lifts.
25© comScore, Inc. Proprietary and Confidential.
NOT ALL MEDIA-PLACEMENT STRATEGIES
are created equal – facts before hunches.
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Ad Effectiveness Solutions
Post Buy AnalysisReporting on actual campaign delivery
Visitor Penetration (% Visiting Site)
15.0%
24.6%
12.3%
37.1%
18.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Pre-CampaignPeriod
CampaignPeriod
Post-Campaign
Period
Control Test
201%
Behavioural EffectivenessMeasuring consumer
behaviour after exposure to online ads
Attitudinal EffectivenessUnderstanding consumer attitudes after exposure
to online ads
27© comScore, Inc. Proprietary and Confidential.
SELECT MEDIA-PLACEMENT STRATEGIES – 103 campaigns
AUDIENCE TARGETING: Targets consumers based on past interest or interaction with related products/content but who have not yet visited the advertiser’s site
CONTEXTUAL TARGETING: Targets sites with related, page-level content
EFFICIENCY PRICING (CPC): Based on cost-per-click engagement with creative
PREMIUM PRICING: Based on high-visibility placements on premium publishers
RETARGETING: Based on data that confirms users have previously visited an advertiser’s site
RUN-OF-NETWORK (RON): Includes ads that appear anywhere in the network, often optimized by conversion
28© comScore, Inc. Proprietary and Confidential.
How Does Each Placement Strategy Drive Site Visitation?
Highest % Lift in visitation
Within 1 week
1. Retargeting*
2. Audience
3. Efficiency*
4. RON*
5. Contextual
6. Premium
Within 4 weeks
ValueClick Media by identifying the 103 campaigns in the comScore panel. US only
1. Retargeting*
2. Audience
3. Contextual
4. Premium
5. RON*
6. Efficiency*
*indicates strategy that is based on optimizing to site visitation*indicates strategy that is based on optimizing to site visitation
29© comScore, Inc. Proprietary and Confidential.
Analysis of Airline Non-Buyers (VNBs)Analysis of Airline Non-Buyers (VNBs) Transaction Share of Lost Sales Among VNBs
Transaction Share of Lost Sales Among VNBs
7.6% Bought at easyJet
92% Became Visitor Non-
Buyers (VNBs)
87%That Visit Another Relevant
Site
88%Did Not Convert
12% Bought
Elsewhere
4.1Million Unique Visitors
13% Had No Other
Relevant Activity
Visitor Non-Buyer Analysis
ILLUSTRATIVE DATA ONLY
31© comScore, Inc. Proprietary and Confidential.
Example of advertising effectiveness UK - The .Fox Ad Studies
CampaignOverall
Campaign Reach
Average Frequency of
Exposure
Online Gross Rating Points
(GRPs)
Formats Used
Finance 8.2MM (23%) 3.5 82 Only Video
Travel 26.4MM (72%) 5.6 405 Display
Public Sector 22.8MM (62%) 6.5 403 Display +
Video
Utilities 16.9MM (46%) 6.0 276 Display
Reach & Frequency Information by Campaign
32© comScore, Inc. Proprietary and Confidential.
Overall Campaign Summary
SectorUnexposed
GroupExposed Group
Absolute Percentage Point Lift
% Lift
Finance 1.98% 5.47% 3.49 176%
Travel 0.33% 4.88% 4.55 1,379%
Public Sector 0.19% 1.05% 0.86 453%
Utilities 0.05% 0.55% 0.50 1,000%
SectorUnexposed
GroupExposed Group
Absolute Percentage Point Lift
% Lift
Finance 3.97% 7.43% 3.46 87%
Travel 0.20% 2.40% 2.20 1,100%
Public Sector 1.97% 3.50% 1.53 78%
Utilities 1.07% 2.55% 1.48 138%
Advertiser site reach within 4 weeks of first exposure to display ad
Reach of advertiser search queries within 4 weeks of first exposure to display ad
33© comScore, Inc. Proprietary and Confidential.
KEY LESSONS LEARNED
CLICKS are misleading brands.
DIGITAL vs. TV – online campaigns can complement/replace TV for Brands.
CREATIVE ONLINE is critical, as with TV, to building brands and lifting online and offline sales.
CONTENT ENGAGEMENT can amplify the effect of an ad placed within the content.
NOT ALL MEDIA-PLACEMENT STRATEGIES are created equal – facts before hunches.
Thank You.
Osnat Zaretsky
Twitter - @Osnatz [email protected]
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
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