The Digital Blind Spot
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Transcript of The Digital Blind Spot
MONIQUE CLAASSEN - @MONIQUELEECH
The pursuit of perfect digital adverting effectiveness measurement
MY JOURNEY STARTS HERE
MONIQUE CLAASSEN - @MONIQUELEECH
3
THE GOOD OLD DAYSRESPECT YOUR PARENTS, THEY COMPLETED HIGH SCHOOL WITHOUT
GOOGLE OR WIKIPEDIA
Monique Claassen - @MoniqueLeech
REMEMBER THIS?
Monique Claassen - @MoniqueLeech
THE BIG PROMISE OF REAL
MEASUREABLE MEDIAMonique Claassen - @MoniqueLeech
CTR(Click Through
Rate)
MONIQUE CLAASSEN - @MONIQUELEECH
NO CORRELATION BETWEEN CTR & BRAND IMPACT….
Source: “Can Rich Media Metrics Predict Brand Impact?” by Ken Mallon (Dynamic Logic) and Rick Bruner (Google)Monique Claassen - @MoniqueLeech
Engagement!Shares, Likes, Views
MONIQUE CLAASSEN - @MONIQUELEECH
FACEBOOK INTERACTION RATES FOR TOP 20 BRAND PAGES IN SOUTH AFRICA IS BETWEEN 5-15%
Source: http://themediaonline.co.za/2015/02/south-africas-best-loved-brand-facebook-pages-are/Monique Claassen - @MoniqueLeech
Lesson 1:Not
everything that can be
counted, should count
Monique Claassen - @MoniqueLeech
More sophisticated measures
ONLINE BEHAVIOUR – AND VIEWABILITY
MONIQUE CLAASSEN - @MONIQUELEECH
WHAT DID CONSUMERS DO AFTER BEING EXPOSED TO A DIGITAL AD?
Exposed to advertising
Searched for a brand on-line
Visited the brands website Visited the brands social page
2836
19
Source: SessionM and Millward Brown studyMonique Claassen - @MoniqueLeech
AND THOSE WHO DIDN’T SEE MY AD?
Non exposedExposed to advertising
Searched for a brand on-line
Visited the brands website Visited the brands social page
17 2014
2836
19
Source: SessionM and Millward Brown studyMonique Claassen - @MoniqueLeech
Source: @MARKETOONIST.COMMonique Claassen - @MoniqueLeech
NOT EVERY ONLINE RESULT IS MEASURABLE THROUGH ONLINE ADVERTISING
Lesson 2:Not every
online result is driven by
online advertising
Monique Claassen - @MoniqueLeech
Digital as part of the mix
BRAND IMPACT IN RELATION TO OTHER ADVERTISING
TOUCH POINTSMONIQUE CLAASSEN - @MONIQUELEECH
DIGITAL FORMATS CAN DRIVE MORE BRAND IMPACT THAN TRADITIONAL ADVERTISINGImpact by media per reach point
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
TV Online Video Online Display Facebook Magazines Newspaper Outdoor Cinema RadioAwareness Imagery Consideration
A Genuine Contender
Source: Global Millward Brown CrossMedia Database – does not reflect the most recent updatesMonique Claassen - @MoniqueLeech
DIGITAL PUNCHES WELL ABOVE ITS WEIGHT!
Individual channel contributions include multiplicative synergy effects where exposure to two channels produces a brand impact on top of the combined effect of two individual exposures. These effects are shared back between the channels to make the analysis clearer.TV Online Video Online Display Facebook Magazines Newspaper Outdoor Cinema Radio
Share of Investment
Awareness
Imagery
Consideration
Source: Global Millward Brown CrossMedia Database – does not reflect the most recent updatesMonique Claassen - @MoniqueLeech
Lesson 3:Digital
advertising builds long term brand
equityMonique Claassen - @MoniqueLeech
Monique Claassen - @MoniqueLeech
Then the uncomfortable
questions came…MONIQUE CLAASSEN - @MONIQUELEECH
Purpose of the
& Campaign Objective
Monique Claassen - @MoniqueLeech
THE ONLY LESSON THAT MATTERS:
There is no one unifying solution. Which metric matters most? It really does depend on your
campaign objective.MONIQUE CLAASSEN - @MONIQUELEECH