Download - Improving & Measuring Online Advertising

Improving & Measuring Online Advertising

John FergusonAssociate Client Development Director

March 15th, 2012

2© 2012 Research Now

Today’s Agenda

About Research Now The online landscape Current measurement methods Case Studies

River Island Debenhams

The future Q&A


About Research Now

Research Now: the largest online panel provider globally

Digital Data Collection Experts either passively or overtly

6.5+ million opted-in panellists globally

38 country panels around the World

5,000+ clients throughout Europe, the Americas and Asia-Pacific

4

The Online Landscape

© 2012 Research Now


Online Advertising is now a £4 billion industry in the UK

With over a quarter of all ad-spend in the digital medium, and growing, advertisers need to accurately measure ROI

6

Current Measurement Methods



Current methods for online ad tracking

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 try to measure ad effectiveness through surveys…


However, IAB comments pop-up surveys as flawed

Feature Pop Ups

Healthy response rates OMeasures delayed effect of Ad O

Representative sample ODemographic profiling added to data O

Original, pre-Panel survey based solution

Pop-ups are the most common methodology so should be sound?


Panel Ad Tracking

Need a large fully opted-in cookied panels

An EU Directive will be implemented in June, which will require opt-in for cookie tracking.


ADimension: Gaining the whole picture

Combining Audience Measurement with Opt-in Panels


How it works

Research Now panellists 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


Every time a panellist is exposed to your ad, we log it.

We add rich demographic and profiling data from exposed panellists

How it works

Step 3

Step 4


Tailored surveys are sent to exposed and unexposed panellists

Combined data sets are delivered for you to power insights

How it works

Step 5

Step 6

14

Case Studies


River Island & Debenhams

River Island

Study Objectives

What is the impact of frequency of exposure?

Are we reaching the right audience?

Results ...

0 2 4 6 8 10 126%

8%

10%

12%

14%

16% Ad Recall

Average among exposed

Average among control

# of Ad Impressions

% R

eca

ll S

ee

ing

th

e O

nli

ne

Ad

Reassuringly, more online advertising = more ad recall

Line estimated from exposed and non-exposed respondents, n=1,062Slope estimation significant at 95% confidence level

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%

Debenhams

Study Objectives

What was the impact on brand awareness?

Did the campaign messaging work?

Were opinion and behaviour influenced?

Results ...

19

Debenhams

Spontaneous awareness


Ma

rks

& S

pe

nce

r

Ne

xt

De

be

nh

am

s

Ne

w L

oo

k

H&

M

Joh

n L

ew

is

Te

sco

Asd

a

40%

20%17%

8% 7% 7% 6% 5%

% increase - Control vs Exposed 21.2%

20

“Life made fabulous”

Targeted Placements


21

Debenhams

Post exposure behaviour


None of the above

Followed Debenhams on Facebook

Purchased from Debenhams.com

Told someone else about Debenhams

Signed up for Debenhams emails

Made a purchase in store

Visited a store

Visited Debenhams.com

41%

2%

6%

8%

8%

11%

21%

32%

22

Debenhams

Exposed women 25 - 45


25% already shop at Debenhams.com

61% now likely shop at Debenhams.com

60% already shop in store

81% now likely to shop in store

23

The future



What’s Next?

Big data is here to stay. However it’s about how you analyse it

Tools are evolving: how do we converge these?

360° analysis of ad effectiveness

Mobile

Meter downloads (with consent)

Web listening and tracking

We have an exciting future!

Questions?


John FergusonAssociate Client Development Director (Ad and Media)

tel. 020 7921 2400email: [email protected]

mailto:[email protected]