Cómo Construir Marca Utilizando la Publicidad Online

How to Build Brands Using Online Advertising:

Lessons Learned

IAB Chile Seminar on Interactive Marketing

Gian Fulgoni, Chairman, comScore Inc.

2© comScore, Inc. Proprietary and Confidential.

Discussion

Online Advertising in Latin America

The Correct Metrics to Use to Measure Online Ad

Effectiveness

– Not the click

– Latency must be measured

Understanding the Media Plan Delivered

– Reach and Frequency Delivered


Advertising Revenues in Latin America ($ Millions)

2008 2009 2010F

TV $10,075 $9,625 $10,842

Online (Search + Display) 1,509 1,691 2,066

Newspaper 2,912 2,644 2,797

Magazines 1,084 1,001 1,128

Radio 1,113 1,010 1,106

Outdoor 993 894 974

Total Media 17,687 16,864 18,913

Online as a Percent of Total Media 8.5% 10.0% 10.9%

Online Change, YOY 47.7% 12.0% 22.2%

Source: Magna Global


Search Dominates Online Advertising Spending in Latin America:

How Do We Best Grow Display Advertising’s Share?

59%

41%

Search

Display

2009 Total Online Advertising Spending: $1.7 Billion

Source: Magna Global and IAB


6% of Brand

Dollars

The Internet is lagging badly in capturing branding dollars

Source: Brand.net analysis based on data from Barclays Capital, Think Equity

Partners, LLC, and DMA

63%

37%

$91B

$55B

$6B

$18B

2009 US Measured

Media Spend: $147B

Bra

nd

ing

Dir

ec

t

Re

sp

on

se

30% of DR

Dollars


The Correct Metrics to Use to Measure

Online Ad Effectiveness:

It’s not the Click!


7

Powerful Platform: Global Panel of 2 Million Users:

150,000+ in Latin America

360° View of Consumer Behavior

Media

Exposure

Online / Offline

Transactions

Search

Behavior

Demographics

Life Stages

Streaming

Video

Web Visiting

and Viewing

The Only Global Measurement of

Audience and e-Commerce

41 Media Metrix Reported Countries

170+ Countries with Sample Presence


Non-Clickers

84%

Clickers16%

Non-Clickers

68%

Clickers32%

Only 16% of internet users clicked on at least one display ad in

March 2009, down from 32% two years earlier

July 2007 March 2009

Source: comScore, Inc. custom analysis

Total U.S. Online Population July 2007 and March 2009 data periods

In the U.S., Half as Many Clickers on Any Ad in 2009 vs. 2007


Ad Clickers Follow the 80/20 Rule

84%

8%

52%

15%

4%

26%

18%

4%

22%

67%

% Internet Pop % of Clickers % of Clicks

Heavy Moderate Light Non

Source: comScore, Natural Born Clickers (US), March 2009

• 84% of Internet users don’t click on ANY ads

• Despite comprising only 8% of the total online population, moderate

and heavy clickers account for 85% of all click-thrus


Does the Click Tell Us Anything About Branding Impact?

Global Click Rates on Individual Campaigns are Pitifully Low

Source: DoubleClick DART for Advertisers, a cross section of regions,

January – December 2008

0.07%

0.08%

0.08%

0.08%

0.09%

0.10%

0.10%

0.10%

0.10%

0.11%

0.11%

0.12%

0.12%

0.12%

0.13%

0.14%

0.14%

0.14%

0.15%

0.16%

0.17%

0.18%

0.18%

0.20%

0.20%

0.21%

0.26%

0.29%

Norway

Ireland

Luxembourg

United Kingdom

Finland

Australia

Canada

Sweden

United States

Hungary

Switzerland

Denmark

France

Italy

Germany

New Zealand

Spain

Turkey

Austria

Netherlands

Belgium

China

Greece

India

Singapore

Hong Kong

United Arab Emirates

Malaysia

Worldwide Click-Through Rates*

*Click-through rates across Static Image, Flash, and Rich Media formats

0.07%

0.08%

0.08%

0.08%

0.09%

0.10%

0.10%

0.10%

0.10%

0.11%

0.11%

0.12%

0.12%

0.12%

0.13%

0.14%

0.14%

0.14%

0.15%

0.16%

0.17%

0.18%

0.18%

0.20%

0.20%

0.21%

0.26%

0.29%

Norway

Ireland

Luxembourg

United Kingdom

Finland

Australia

Canada

Sweden

United States

Hungary

Switzerland

Denmark

France

Italy

Germany

New Zealand

Spain

Turkey

Austria

Netherlands

Belgium

China

Greece

India

Singapore

Hong Kong

United Arab Emirates

Malaysia


Display advertising’s early mistake:

Click is the wrong metric for measuring ad effectiveness

Does this one person’s click effectively reflect

the branding impact of exposing the other 999

people to the same ad?


If Not The Click, Then What?

“A click means nothing. A click earns no revenue and creates

no brand equity. Your online advertising has some goal – and

it’s surely not to generate clicks. You want people to visit your

website, seek more information, purchase a product, become a

lead, keep your brand top of mind, learn something new, feel

differently, etc. Regardless of whether they clicked an ad or

not, the key is to determine how that ad unit influenced a

consumer to think, feel, or do something they wouldn’t have

done otherwise.”

John Lowell

SVP Director, Research & Analytics

Starcom


Understanding Behavioral Impact Of Ad Exposure:

comScore’s Methodology

AD EXPOSED GROUP

BALANCED

UNEXPOSED GROUP

Site Visitation

Site Engagement

Search Behavior

Buying Behavior

LIFT METRICS

Test and control groups matched on

demographic and behavioural variables


comScore “Whither the Click in Europe?”

Display Ads Lift Visitation to Advertiser Site Even With Minimal Clicks

Wk 1 Wks 1-2 Wks 1-3

2.01%

3.43%

4.45%3.99%

6.02%

7.71%

Time from first exposure

Time-Aligned Analysis

CONTROL TEST

Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010

Campaign Period Post-Campaign Period

4.03%3.53%

7.26%

6.05%

Analysis Period

Campaign/Post-Campaign Analysis

CONTROL TEST

% Lift: 99% % Lift: 75% % Lift: 73% % Lift: 80% % Lift: 71%


Wk 1 Wks 1-2 Wks 1-3

0.81%

1.36%

1.80%

1.54%

2.56%

3.27%

Time from first exposure

Time-Aligned Analysis

CONTROL TEST

comScore “Whither the Click in Europe?”

Display Ads Increase No. of Trademark Search Queries Even With Minimal Clicks

Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010

Campaign Period Post-Campaign Period

1.15%

0.91%

2.72%

1.95%

Analysis Period

Campaign/Post-Campaign Analysis

CONTROL TEST

% Lift: 91% % Lift: 89% % Lift: 81% % Lift: 136% % Lift: 114%


Over a 3 week period following display ad exposure, European audiences

show a higher lift in advertiser site visitation and trademark search than

their U.S. counterparts

European Audiences Show a Greater Response to Display Ad

Campaigns Than U.S. Audiences

Europe U.S.

73%

49%

Lift in Site Reach

Europe U.S.

81%

40%

Lift in Search Reach


The .Fox U.K. Ad Studies

Objective:

Partnering with .FOX Networks, comScore examined the effectiveness of display vs.

video ad formats as well as the frequency of exposure to the campaign ads

Methodology:

Four U.K. campaigns were examined from different sectors (Travel, Finance,

Government and Utilities) comprising over 300 million impressions served to U.K.

Internet users across various ad formats in 2009. comScore used its panel of 70,000

U.K. Internet users to passively track online behaviour to understand the impact of

advertising on specific activities linked to campaign effectiveness over time, namely:

-- Advertiser Site Visitation

-- Trademark Search Queries


Campaign Overviews

Sector Campaign Objectives

FinanceBranding campaign to raise awareness of the brand and

also drive consideration of one of their leading products

TravelPrice-led promotional campaign to both raise brand

awareness and increase passenger bookings

Public Sector

Public service campaign aimed at making the population

aware of a key upcoming voting event, supported by the

launch of a new site, and to encourage registration

UtilitiesAwareness-building campaign for a leading utility firm

focusing on the environment and sustainability


Reach & Frequency Information by Campaign

Campaign

Overall

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 403Display +

Video

Utilities 16.9MM (46%) 6.0 276 Display


Overall Campaign Summary:

Very Strong Results Even With Minimal Clicks

SectorUnexposed

Group

Exposed

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

Group

Exposed

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


Campaign Search Queries Climb Steadily With Increased Display Exposures

While Video Has a More Immediate Impact with Fewer Exposures

1-5 Exposures 6-9 Exposures 10+ Exposures

2.1% 2.0%2.2%

Video only

1-5 exposures 6-9 exposures 10+ exposures

1.2%

2.4%

3.0%

Display only

Absolute Percentage Point Lift in Campaign Search Term Reach

Exposed Group vs Control Group

Campaign Breakout:

Video Only: Financial

Display Only: Travel, Utilities & Public Sector


Within the Public Sector Campaign, Video Generated Higher Lifts than Did

Display

Wks 1-4

0.74%

0.95%

Absolute Percentage Point Lift in Site Visitation

Exposed Group vs. Control

Display Only Video Only

Wks 1-4

1.39%

2.70%

Absolute Percentage Point Increase in Campaign Search Term Reach

Exposed Group vs. Control Group

Display Only Video Only


The Key to Ad Effectiveness Measurement is Behavior ….

“This .Fox research is valuable because it looks beyond the usual data used

by the industry for media trading. As opposed to relying on the usual

simplistic denominators of click-thru and last event attribution, this research

centres on consumer behaviour proxies that are better placed to reflect

communication goals, defining success based on a mix of visitation,

engagement and search behaviour across a four week period. By addressing

difficult planning considerations such as cross format and multiple

touchpoint attribution, this .Fox research better reflects the way Havas Digital

believes campaigns must be evaluated if the digital media industry is to

continue to grow in terms of significance for major advertisers."

Anthony Rhind

Global Co-CEO, Havas Digital


Display ads successfully build sales – both online and offline

$994

$9,905

$1,263

$11,550

Online Off line

$ per 000 Exposed

Control Test

% Lif t: 27.1%

% Lif t: 16.6%


Short Term Offline CPG Brand Sales Lift From Online Advertising

Matches Long Term TV Impact

+8%+9%

TV (Bscan) Internet (comScore)

BehaviorScan tests conducted over one year period

comScore studies over three months*

*Assumes 40% HH Internet Reach Against Target


Relating Campaign Effectiveness Results to the

Media Plan

• Reach and Frequency Actually Delivered

• Target Reached


The Cookie Deletion problem

Cookie deletion creates audience measurement issues

Cookie Deletion*

Year Method Country

Belden 43% 2004 Survey U.S.

Nielsen 44% 2005 Survey Italy

Jupiter 39% 2005 Survey U.S.

comScore 31% 2006 Electronic U.S.

Forrester 50% 2008 Survey U.S.

comScore 24% 2009 Electronic U.K.

* % of responders/users deleting cookies during past month


Deletion Rates Add to the Problem:

Number of Different Cookies Per Machine for Same Site / Campaign Among

Deleters

Web Site Cookies Ad Server Cookies

U.S. 5 7

U.K. 4 8

Source: comScore


Cookie Deletion Skews Campaign Delivery Relative to Plan

The high rate of deletion of first party ad server cookies causes unique

visitor (people) counts in web site analytics data to be severely overstated

The high rate of deletion of third party ad server cookies causes:

– Ad reach to be significantly under-achieved relative to plan

– Frequency to be similarly over-delivered

It’s critical to understand the characteristics of the media plan that were

actually delivered if accurate conclusions are to be drawn about plan

effectiveness

29


Introducing MMX 360: Panel-Centric Hybrid Measurement

QUERY TAGSContent

Categorization

PANELPeople Measurement

Reach, Demographics,

Affinity, Duration

SERVERSCensus Coverage

of Usage

Anywhere

Complete and Fully Reconciled Measurement

http://curiouslypersistent.files.wordpress.com/2008/10/child-on-laptop.jpg


Panel Measurement

Strengths

Tracks real people and measures

person demographics

Better duration and usage

measurement

UVs not affected by bots or cookie

deletion

Measures ad impressions delivered

by demographic

Captures cross site visitation

However…

A panel is still a sample:

– Universe limited to home and

work

– Niche audiences difficult to

measure

– Challenging to recruit adequate

sample sizes of users in large

enterprises due to IT security

policies


Panel-Centric Unified Audience Measurement

Panel-Centric Unified provides “best of breed” by combining strengths of

both Web site-server and panel measurement

Panel-Centric Unified involves beaconing of Web site data processed with

comScore’s filtering technology to eliminate extraneous traffic, combined

with panel to provide accurate people-based demographics, duration,

reach, intensity

Adding census data from beacons increases accuracy for niche and long

tail sites, heavy work visitation sites and out of home Internet access

Provides most accurate measurement of unique site visitors, ad reach and

frequency


Measuring Online Advertising Effectiveness:

Lessons Learned

Clicks are an inappropriate metric for measuring effectiveness of display

advertising

– Online advertising can have substantial impact even in the face of minimal

clicks

Online advertising needs to be measured with an eye toward its latent and

branding impact on consumer behavior

– Compelling evidence that online is a particularly effective and efficient branding

medium, lifting site visitation, trademark search queries and both online and

offline buying – even in the face of minimal clicks

– Measuring behavioral impact can increase confidence in the effectiveness of

display advertising as a branding strategy

Because of cookie deletion, ad server data overstate reach and understate

frequency actually delivered

– Unified server and panel data can provide most accurate R/F data

33

Thank You!

Cómo Construir Marca Utilizando la Publicidad Online

Documents

Transcript of Cómo Construir Marca Utilizando la Publicidad Online