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Author: Jarosław Kaczyński

Warsaw 2010March 2011

gemiusEffect

Presentation of the Research Service

Campaign tracking and effectiveness measurement

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MAIN OBJECTIVEMeasuring campaign

effectiveness

Solutions

DIRECT RESPONSE

gemiusDirectEffectTracking scripts, site-centric measurement

Measuring the delivery, instant response, delayed response - post view, actions, target page conversions.

gemiusBrandingEffectControl and exposed questionnaires filled in by users

Campaign impact on brand awareness, perception, message association, etc,

gemiusProfileEffectPanel data combined with tracking scripts

Post-buy analysis of campaign audience profile.Demographic composition of campaign

CAMPAIGN

TRACKING

TARGET

REACH

BRANDING

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Background

OMGCarnationStarcomZenithOptimediaMEC InteractionMindShareMediaComInitiative MediaPanMediaUniversal McCannHavasCarat

The system

is used by

Cooperation with Media Houses on gemiusDirectEffect

1000campaigns

monitored per

month

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Research methodology

Technical platform offering the possibility to run complex campaign effectiveness studies (gemiusBrandingEffect, gemiusProfileEffect, measurement of direct effects on a Client’s website).

gemiusDirectEffectis a quantitative study.

Tracking scriptsembedded in the codes of a campaign's creatives are responsible for monitoringimpressions and clicks on the creatives. The system can also serve the creatives.

Cookie technologyis used to differentiate individual users (cookies). This technology enables us to presentinformation about the number of impressions and clicks on the advertisement as well asthe number of users (cookies) whom the campaign reached and who directly respondedto the campaign, either by clicking on the creative or later visiting the advertiser’swebsite (without clicking). In several countries gemiusDirectEffect also gives informationon the number of real users reached by the advertising campaign.

Geographical origin is identified by the user’s (cookie’s) IP.

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Ad campaign tracking - Solution

gemiusDirectEffectcampaign tracking

Main aim is to evaluate thedirect effect of the

campaign

What was the engagement of users (cookies) within the

campaign?

How did the campaign perform over consecutive

days?

Which creative formats proved effective and in what

way?

Where did the users (cookies) who were

exposed to the campaign connect from?

How did the campaign influence viewing the

target page and performing actions?

Which placements proved effective and in

what way?

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Reach and campaign effectiveness

Reach

CTR

And many others:FrequencyActionsClosuresCosts (CPM, CPC, CPA, effectiveCPM, CPU, CPL)Operating SystemsBrowsersRegionsCities

Cookie clicks First Next

User Clicks .

UCTR

TTC

Cookie impressions

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Create your own categories, labels & indicators!

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Proper user identification

Cookies Real Users

vs

Find out real reach of your advertising campaign!

Presen

tation

of resu

lts by w

eeks an

d m

on

ths

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Analysis of users landing on a campaign microsite / action pages

Users on the campaign microsite / action pages

Have seen the ad

Clickedon the ad

Post-click group Post-view group

Have not seen the ad

Did not click on the ad Example: Loyalty of users visiting hyundaimotor.cz

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Easy way to measure any interactions

Any kind of interactions: mouse over, reply, start play, etc…

Number of Usersgenerating interactions

Number of interactions

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Simple handling of multiclick creatives

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Wide variety of rich media creatives ( demo.adocean.pl –continuously developed )

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Interface (Ajax based, multitasking)

Media House Owner

Traffic

Media planner

Advertiser

Publisher MH1

Advanced user rights1

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Interface

Intuitive campaign management2

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Interface

3 Real-time

Statistics

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Interface

Easy-to-understand statistics - Rankings4

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Interface

Easy-to-understand statistics – Time frames4

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Interface

Easy-to-understand statistics – Accumulation4

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Interface

Easy-to-understand statistics – Distributions4

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Reporting

SummaryReport

ReachReport

Periodic Reporting on a CampaignPost-buy Report for a CampaignComparison of Campaigns

Analyzing Benchmarks based on customized campaign / placement / creative categories touch point and system advertising space

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… and more

The system can display more creatives with the following settings: random, cycled, sequential, best performing, share of voice.

Alerts can be set for impression, click, successful click, action and interaction statistics.

Advanced Alerting System

Automatic Campaign

Optimization

Action path statistics, special video statistics, demography of campaign audience, in-screen impressions and many more.

ConstantProduct

Development

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TARGET

REACH

AD CAMPAIGN

TRACKING

BRANDING

gemiusEffect – comprehensive research study

What was the socio-demographic profile of users who were exposed to the campaign?

What was the impact on the awareness of the brand? What was the impact on the brand image and purchase intent?

How many users were exposed to the campaign? How many actions were performed?

??

?

To estimate the effectiveness of an

advertising campaign.

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Optimize your creatives and landing pages

Get a quick overview of your campaign’s performance

Check if you spend your ad budgets effectively

Find proper media buying models for your products and services

Track the action paths and detect where your users drop out (lose interest)

Get to know who is exposed to your ad campaign and who is interacting with it

Find out about new potential target groups interested in your products/services

Learn if your campaign reached the targeted audience

Build your knowledge and adjust your future communication

Benefits

Learn how your target group perceives your brand (Pre/Post test or Control/Exposed method)

Position the brand versus its competitors

Understand how the creatives were evaluated by the internet users

Track the product’s/service’s brand awareness regularly to see branding results

BrandingEffect

ProfileEffect

DirectEffect

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Tamás Ács

gemiusDirectEffect Brand ManagerE-mail: tamas.acs@gemius.comMobile: (+36 20)543 3628Skype: tamas.acs

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