Guardian Online Engagement Research

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Online Engagement:maximising ad effectiveness for advertisers

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Online Engagement:Engaged audiences

Today

Why doesengagement

matter?

What isengagement?

Creating a model of

engagement

Planning anddelivering onengagement

Next steps

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Why doesengagement matter?

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Why does engagement matter?The topic that won’t go away

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Why does engagement matter?

Excess supplyof media

Increasingvolume ofcommunications

Ability to controlexposure

Decliningratings

Harder to reachcustomers

Need to focuson quality as well

as quantity

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Engagement for Advertisers

Helping advertisers maximise the

return on their media investment

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Research objectivesTo assess whether there is a linkbetween media and ad engagement online

To create a single measure of mediaengagement

To enable advertisers and agencies to plan on engagement

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The ApproachDesk research into measures ofengagement

Site wide survey covering surveyresponses, web analytics and ad impact

Linking ad effectiveness and mediaengagement and creating a singlemeasure of engagement

Validation of engagement measureand creation of an engagement planning tool


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Stage 1: Desk research

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What is Media Engagement?

Attitudes? Brand love? Behaviour? Interaction?

• Enjoyable

• Opinion leader

• Authoritative

• Relevant

• Trustworthy

• Unique

• Modern

• Sense of humour

• Appealing

• Innovative

• Open

• Progressive

• International

• Quality

• Trustworthy

• Absorbing

• Advocacy

• Frequency

• Recency

• Age of relationship with site

• No of devices used to access

• Usage location

• Dwell time per visit

• Dwell time per visitor

• Visits

• Repeat visits

• Page views

• Not satisfied unless catch upon news on the Guardian website

• Like to get behind the headlines

• Sense of community

• Reflection of own values

• Encourages interaction

• Essential source of information

• Talk to others about things seenon site

• Clear set of values

• Challenges authority

• Challenges people to thinkdifferently

• Gives more than one side ofthe story

• Encourages a two wayconversation with users

• Performed a search

• Signed up for email

• Left a comment

• Emailed a story

• Shared on social media

• Participated in a poll

• Entered a competition

• Submitted a blog

• Listened to audio

• Performed a search

• Applied for a job

• Registered a job profile

• Registered on site

• Submitted a review

• Signed in to site

• Videos viewed

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Stage 2: Site wide survey

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Combining web analyticsand surveyed responses

User x strongly agrees that they trust the site, can recall seeing an adand on average visitsite once per day

Web analytics

Survey data

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Testing ad effectiveness

Global digital brand

Global financebrand

Price comparisonbrand

Major airlinebrand

DVD filmrelease

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Testing ad effectiveness throughoutthe branding funnel

Recall

Ad Perceptions

Understanding

Favourability

Response

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Stage 3: Linking ad effectiveness andmedia engagement, and creating asingle measure of media engagement

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Varying levels of ad recall

Source: GNM Online Engagement Study Base: UK respondents (3,907)

Ad Recall

30.6% 20.0% 20.5% 18.5% 14.3% 23.0%


Global financebrand


Major airlinebrand

DVD filmrelease

Average

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Some ads catch the eye. Some offer new information…

Ad Perception and Understanding

43.3% 28.8% 30.4% 73.5% 56.3% 40.4%

Find the ad eye-catching



Global financebrand

Major airlinebrand

DVD filmrelease

Average


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Some ads catch the eye. Some offer new information…

Ad Perception and Understanding

43.3% 28.8% 30.4% 73.5% 56.3% 40.4%

Find the ad eye-catching

Find the ad informative

16.9% 26.2% 18.3% 20.6% 33.3% 20.3%



Global financebrand

Major airlinebrand

DVD filmrelease

Average


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Some ads drive favourability, some drive response…

Brand Favourability and Persuasion

15.4% 13.1% 13.6% 23.5% 14.6% 15.1%

Have better opinion of advertiser asresult of seeing ad


Global financebrand

Major airlinebrand

DVD filmrelease

Average



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Some ads drive favourability, some drive response…

Brand Favourability and Persuasion

15.4% 13.1% 13.6% 23.5% 14.6% 15.1%

Have better opinion of advertiser asresult of seeing ad

Likelihood consider next time

14.9% 14.1% 33.0% 27.9% 25.0% 20.1%



Global financebrand

Major airlinebrand

DVD filmrelease

Average


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But which engagement factors are moststrongly linked to ad effectiveness?

What attitudes towards the guardian website are displayed by those most responsive to advertising?

Attitudes? Brand love? Behaviour? Interaction?How much do thoseresponding to ads love

our brand?

What behaviours are they displaying?

How are they interacting with our site?

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Twelve media engagement factorsmost strongly linked to ad recall

Input Theme

I would not be satisfied with my dayif I did not catch up on the news

This site makes me feel like part ofa community

Innovator

Authoritative

Trustworthy

Recommendation (NPS)

Emailed a story

Signed up for email updates

Entered a competition

Shared a story on social media

Left a comment

How often visit the guardian website

Attitudes

Attitudes

Brand love

Brand love

Brand love

Brand love

Interaction

Interaction

Interaction

Interaction

Interaction

Behaviour

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Creating a modelof engagement

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Creating a model of engagementCreating a single engagementscore from these 12 factors

100+ = Higher than average engagement

Endex = 100 = Average site engagement

<100 = Lower than average engagement

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Creating a model of engagementAd recall increases in line with Engagement


Engagement score vs ad recall(average across all ads tested)

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Creating a model of engagementMedia engagement also linked to ad effectivenessat the business end of the branding funnel


Purchase ConsiderationNext time you are looking to purchase

(insert category), how likely are you to considerthe following brands?

Endex

119

114

111

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Stage 4: Planning and deliveringon engagement

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Helping advertisers maximise the

return on their media investment

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Planning on engagementCreating an engagement planning tool

EndexScore

Who are our most engaged users?

Where are they on the guardian website?

How do we profile engagement by demographic profileand site usage?

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Planning on engagement

Advertiser

target audience

Engagement

planning tool

Plan on guardian

sites by engagement

A greater likelihood of reaching an audience

responsive to your advertising

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Planning on engagement tells adifferent story to planning on reach: women

Source: Comscore May 2011 and GNM Online Engagement Study Base: UK respondents (3,907)

Planning on reach Women - Unique users Planning on engagement Engagement (Endex)

Guardian NewsGuardian Life & StyleGuardian Sport Guardian UK News Guardian World NewsGuardian FootballGuardian MoneyGuardian JobsGuardian PoliticsGuardian BusinessGuardian FilmGuardian MusicGuardian TechnologyGuardian BooksGuardian TravelGuardian EnvironmentGuardian CultureGuardian Science

Guardian Law

1,543,341 819,228763,682698,332622,141491,640 479,906446,536426,915422,178 367,808 358,423339,920339,736338,451301,944257,682172,505

63,157

Guardian TechnologyGuardian EnvironmentGuardian JobsGuardian LawGuardian Life & StyleGuardian SportGuardian FootballGuardian MoneyGuardian BusinessGuardian MusicGuardian TravelGuardian World NewsGuardian PoliticsGuardian FilmGuardian BooksGuardian UK NewsGuardian CultureGuardian Science

Guardian News

114114113113112112112112111111111110110110110109109109

107

12345678910111213141516171819

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Planning on reach, profile and engagement: women


Endex

% p

rofil

eTargeting women on the guardian website:

reach, profile and engagement by site

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Planning on engagement tells adifferent story to planning on reach: income £50k+


Planning on reach £50k+ – Unique users Planning on engagement Engagement (Endex)

Guardian NewsGuardian SportGuardian FootballGuardian Life and StyleGuardian World NewsGuardian UK NewsGuardian BusinessGuardian MusicGuardian MoneyGuardian PoliticsGuardian TechnologyGuardian CultureGuardian FilmsGuardian BooksGuardian JobsGuardian TravelGuardian ScienceGuardian Environment

Guardian Law

1,803,6451,251,409

818,982703,289696,480643,256484,758452,570418,554389,680373,702373,446368,520346,567296,658253,203236,337225,404

58,214

Guardian CultureGuardian Life and StyleGuardian MusicGuardian SportGuardian FootballGuardian FilmGuardian JobsGuardian TravelGuardian BooksGuardian TechnologyGuardian ScienceGuardian EnvironmentGuardian UK NewsGuardian LawGuardian World NewsGuardian MoneyGuardian NewsGuardian Business

Guardian Politics

119118118116115115113113112111111111110110109109108108

108

12345678910111213141516171819

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Planning on reach, profile and engagement: £50k+


Endex

% p

rofil

eTargeting affluents on the guardian website

reach, profile and engagement by site

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A model formeasuring

engagement

Proving linkbetween media and

ad engagement

An engagementplanning tool

Guardian Online Engagement Research

Marketing

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