Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience
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Transcript of Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience
ADimension® - Improving Online Campaigns
Caroline Ewings, Research NowMalcolm Murdoch, Mindshare
2© 2012 Research Now
Today’s Agenda
About Research Now and Mindshare Current landscape Current online ad tracking tools Our unique technology How does it work? Case Study – River Island Outputs
3© 2012 Research Now
About Research Now
Research Now the largest online-panel provider globally
6.5 million + panelists globally, all opted in
38 country panels around the World
More than 5000 clients spanning Europe, the Americas and Asia-Pacific
Digital Data Collection Experts either passively or overtly
4 © 2011 Research Now
About Mindshare
112 OFFICES
83 COUNTRIES
UK Billings
£710m
Global Billings
£8.1 Bn
UK Online
£120m
5
Current Landscape
© 2012 Research Now
6© 2012 Research Now
Online Advertising is now a £4 billion industry
With over a quarter of all ad-spend in the digital medium, and growing, there is an increasing need to accurately measure ROI
7© 2012 Research Now
Current methods for online ad tracking for display ads• Traditional ad measurement tools
incorporate basic web analytics to create top-line reach and frequency of exposed audiences.
• Focused on audience delivery and not ad effectiveness
• More advanced methods tried to measure ad effectiveness through surveys…
8© 2012 Research Now
Pop-ups are the most common methodology so should be sound?
Feature Pop Ups
Healthy response rates ORepresentative sample O
Measures delayed effect of Ad ODemographic profiling added to data O
However, IAB slams Pop-up surveys as flawed
9© 2012 Research Now
Panel Ad Tracking
Research Now provide the largest fully opted in cookied panels
An EU Directive will be implemented in June, which will require opt-in for cookie tracking.
11 country panels cookied, 2 million panellists
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Panel based effectiveness
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ADimension - Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
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How it works
Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns.
We embed tags in your online creative to capture campaign details
Step 1
Step 2
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Every time a panelist is exposed to your ad, we log it.
We add rich demographic profiling data on exposed panelists
How it works
Step 3
Step 4
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Tailored surveys are sent to exposed and unexposed panelists
Combined data sets are delivered for you to derive insights
How it works
Step 5
Step 6
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Case Study
© 2012 Research Now
River Island & Mindshare
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What we wanted from the project
• Can Online Drive Brand Metrics for our Client?
• Is the effect measurable?
• Are we reaching the right people?
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Online Drove Brand Metrics
Ad Recall Fashion Authority Reported Purchase0%
10%
20%
30%
40%
33%
27%
23%
Upl
ift in
Met
ric
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We reached (mostly) the right people
Female
Male
71%
29%
65+
55-64
45-54
35-44
25-34
18-24
0-17
4%
10%
16%
19%
25%
24%
2%
A
B
C1
C2
D
E
F
None / not speci-
fied
7%
20%
33%
15%
8%
11%
0%
6%
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Reassuringly, More online advertising = more ad recall
0 2 4 6 8 10 126%7%8%9%
10%11%12%13%14%15%16%
Ad RecallAverage among exposedAverage among control
# of Ad Impressions
% R
ecal
l See
ing
the
Onl
ine
Ad
Line estimated from exposed and non-exposed respondents, n=1,062Slope estimation significant at 95% confidence level
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Outcome
• Proof points to make us happy with the role of online display for their activity
• Benchmarks for future online campaigns
• Reassurance around the delivery of our audience buying– Hard to verify demographic data around the activity
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Outputs
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OutputsImpressions over time with demographics
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OutputsLikelihood to purchase
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OutputsNormative summary
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In Summary
Legislation is evolving however, our panel model obtains specific consent to track passively – PII is protected (opted in)
Digital advertising set to become even more important
ADimension allows you to understand your audience, and the effective of a campaign on the brand.
FINAL POINT TO BE ADDED
© 2012 Research Now
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Contact
Caroline EwingsClient Development Director – Ad and MediaResearch Now020 7921 [email protected]
Malcolm Murdoch Director of Digital Data and Performance
Mindshare
© 2012 Research Now
27© 2011 Research Now