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Advertising Effectiveness:

Mike Shaw Director, Marketing Solutions +44 20 7099 1771 [email protected] Advertising Effectiveness

comScore Vision: Pervasive Digital Measurement Anyone, Anywhere, Any Time, Any Device:

comScore Vision: Pervasive Digital Measurement Anyone, Anywhere, Any Time, Any Device The digital world is not place or time dependent 2

Agenda:

3 Measuring Ad Effectiveness Understanding Branding Impact Summary Agenda 3

Big Picture: Online Ad Spend: Up or Down?:

Big Picture: Online Ad Spend: Up or Down? Consensus among many analysts that spending growth for online advertising will continue to show double-digit gains in both 2008 and 2009. According to a June McKinsey & Co. survey of 340 senior marketing executives worldwide, 91% are using online advertising, and over one-half indicate that their companies plan to maintain or exceed current levels where possible. In a Epsilon CMO survey conducted in September among 175 senior marketing executives, 63% expected increases for interactive/online marketing spending for 2008; only 14% expected a reduction. A October survey by MarketingProfs of 600 US marketers, found that 60% planned to increase their spending on online advertising in reaction to the downturn. Measuring Full Impact of Online Media Key to Holding / Growing Business in ‘09 4

Advertising Effectiveness:

Advertising Effectiveness comScore automatically collects all ads that panel members are exposed to: 1) Display / Rich Media Advertising 3) Streaming Ads… 2) Sponsored Links and Contextual Ads … and passively tracks subsequent behaviour

Ad Collection:

Ad Collection comScore collects every piece of creative that panel members are exposed to Done automatically- no need to set anything up prior to a campaign Any file type, any medium (image, text, flash, video etc) Unique identifier (“HashId”) created in real time for every piece of creative exposed- filename, where the exposure occurred and who served the creative also collected 6 Hash Algorithm HashID Cgwiu12398dhwidhidhwi32 f(x)

Ad Identification Process:

Ad Identification Process Actual files (images, flash etc.) supplied by client Unique ID (“HashID”) generated from the files based on algorithm (includes file type, dimensions, binary composition etc.) Campaign HashID’s searched for in database search Hash Algorithm HashID Cgwiu12398dhwidhidhwi32 comScore DB Can also search for specific file names or identify specific serving directories e.g. 300x250-palmtrees.swf e.g. http://host.adserver.net/palmtree_campaign f(x)

Campaign Metrix – Post Buy Reporting:

Campaign Metrix – Post Buy Reporting Overall Reach and Frequency How many times was my ad viewed by each viewer? What % of the online population saw my ads? Reach and Frequency Distribution What was the distribution of impressions across the exposed group? How did the impressions and the exposed group grow over time? Demographics Who did I reach and how do these people compare to the overall population?

Example Campaign Analysis: UK, Financial Services:

9 Example Campaign Analysis: UK, Financial Services Time Period : February 12-14 2008 Market: UK Online Population Format: Multiple ad formats Properties: Multiple sites

Overall Reach and Frequency:

10 Overall Reach and Frequency 24% Online Reach 95 GRPs Source: comScore CampaignMetrix, UK Online Population, Home & Work, 15+ Excellent reach and exposure – good targeting; average exposure of 4.0

Reach and Frequency Distribution:

11 Reach and Frequency Distribution 76% exposed group 76% of group exposed less than 5 times Source: comScore CampaignMetrix, UK Online Population, Home & Work, 15+

Reach and Frequency Build:

12 Reach and Frequency Build Cumulative build shows impressions increasing relatively uniformly over the three days of the campaign; most UVs were exposed on the first day of the campaign Source: comScore CampaignMetrix, UK Online Population, Home & Work, 15+

Exposed Group Demographics - Age:

13 Exposed Group Demographics - Age 109 Index to Population 81 113 112 82 Key 25-54 year old market targeted exceptionally well Source: comScore CampaignMetrix, UK Online Population, Home & Work, 15+

Exposed Group Demographics - Gender:

14 Exposed Group Demographics - Gender Index to Population 100 100 Excellent targeting of both men and women, with a 52/48 split; exactly matching the total online population Source: comScore CampaignMetrix, UK Online Population, Home & Work, 15+

comScore Ad Effectiveness Analysis:

15 comScore Ad Effectiveness Analysis Advertising effectiveness Did the exposed behave differently than the non-exposed group? How? What measurable differences can be identified in the behaviour of the two groups? Did the advertising campaign actually generate the hoped for change in behaviour?

PowerPoint Presentation:

16 Sophisticated Control Group Selection Process comScore generates control group members utilizing a sophisticate pair-wise matching process along a number of different demographic and behavioural variables: By ensuring that control panelists visited websites in the same category as where the marketing was used but who were not exposed By pairing test panelists with relevant control subjects based on demos, internet usage, connection speed, and other relevant factors EXPOSED GROUP ID Minutes Age BB*? 1 90 50 1 80 30 0 20 25 1 NON EXPOSED GROUP ID Minutes Age BB*? 1 20 25 1 80 30 0 5 45 0 90 50 1 *BB = Broadband Connection This panelist is not paired because he/she is not matched to any exposed panelist Initial Process – select exposed group and matched test group

comScore Campaign Metrix Output: Ad Effectiveness – Site Visitation:

17 comScore Campaign Metrix Output: Ad Effectiveness – Site Visitation Reach of Financial Services Provider site amongst exposed group was 1.34% in the 3 weeks after exposure, compared to only 0.55% amongst the control group Source: comScore Campaign Metrix Those exposed more than twice as likely as those not exposed to visit provider within 3 weeks after exposure Data relevant at a 95%+ confidence interval

comScore Campaign Metrix Output: Ad Effectiveness – Reach and Engagement Combined:

18 comScore Campaign Metrix Output: Ad Effectiveness – Reach and Engagement Combined The campaign generated an extremely positive lift in page views per 1,000 internet users (an increase to 177 three weeks after exposure, compared to just 36 in the control group) Source: comScore Campaign Metrix Every 1,000 exposed generated 141 extra page views at provider Data relevant at a 75%+ confidence interval

comScore Campaign Metrix Output: Ad Effectiveness – Share of Pages Viewed Among Competitive Set:

19 Those exposed to the campaign viewed relatively more pages at provider versus its competitive set after exposure than those not exposed. Provider’s share amongst the exposed group was 2.6%% one week after exposure, compared to 0.7% amongst the control group comScore Campaign Metrix Output: Ad Effectiveness – Share of Pages Viewed Among Competitive Set 1 week after exposure, provider’s share of pages viewed increased by 1.9% points Source: comScore Campaign Metrix Competitive Set: Websites of leading financial services companies Data relevant at a 95%+ confidence interval

comScore Campaign Metrix Output: Ad Effectiveness – Reach of Key Search Terms:

20 comScore Campaign Metrix Output: Ad Effectiveness – Reach of Key Search Terms As a result of the campaign, the exposed group were increasingly more likely to search on a key term versus those not exposed. 1.7% of web users exposed searched on a key term in the 3 weeks after exposure, compared to 0.9% of those not exposed In the 3 weeks after exposure, exposed group 1.8 times more likely to search on key terms Source: comScore Campaign Metrix Data relevant at a 80%+ confidence interval

comScore Campaign Metrix Output: Ad Effectiveness – Secure Visit Reach:

21 comScore Campaign Metrix Output: Ad Effectiveness – Secure Visit Reach Those exposed to the campaign were increasingly more likely to visit a secure part of provider’s site versus those not exposed. 0.64% of exposed group visited a secure area of the site in the 3 weeks after exposure, compared to 0.20% of those not exposed In the 3 weeks after exposure, exposed group 3 times more likely to go secure at provider’s site Source: comScore Campaign Metrix Data relevant at an 95%+ confidence interval

comScore Campaign Metrix Output: Ad Effectiveness – Conversion:

22 comScore Campaign Metrix Output: Ad Effectiveness – Conversion As a result of the campaign, exposed group considerably more likely to convert at the site versus those not exposed. 0.55% of the exposed group converted at provider XX in the first three weeks after exposure, compared to 0.16% of those not exposed Three weeks after exposure, exposed group more than 3 times more likely to convert at provider’s site Source: comScore Campaign Metrix Data relevant at an 95%+ confidence interval Converter defined as a visitor to specific pages on provider’s site

comScore Campaign Metrix Output: Ad Effectiveness – Visitation Summary:

23 comScore Campaign Metrix Output: Ad Effectiveness – Visitation Summary Campaign generated 1.1m (392%) more page views 7.9m UV Campaign +1.1m pages Universe Site Reach Pages per UV 7.9m 7.9m 0.6% 1.3% 6.50 13.22 Total Pages 285,000 1.4m Metric Without Campaign With Campaign Source: comScore Campaign Metrix

comScore Campaign Metrix Output: Ad Effectiveness – Searcher Summary:

24 comScore Campaign Metrix Output: Ad Effectiveness – Searcher Summary Campaign generated 139,000 (104%) more searches 7.9m UV Campaign +139,000 searches Universe Searcher Reach Searches per Searcher 7.9m 7.9m 0.9% 1.7% 1.8 2.0 Total Searches 133,000 272,000 Metric Without Campaign With Campaign Source: comScore Campaign Metrix

comScore Campaign Metrix Output: Ad Effectiveness – Conversion Summary:

25 comScore Campaign Metrix Output: Ad Effectiveness – Conversion Summary Campaign generated 31,000 (244%) more converters 7.9m UV Campaign +31,000 converters Universe Conversion Rate 7.9m 7.9m 0.16% 0.55% Converters 13,000 44,000 Metric Without Campaign With Campaign Source: comScore Campaign Metrix Converter defined as a visitor to specific pages at provider’s site

Agenda:

Measuring Ad Effectiveness Understanding Branding Impact Summary 26 Agenda 26

PowerPoint Presentation:

27 Brand Metrix ™ Proof That Online Ads Work

Survey Method 1. Using House Ads to Generate Control :

Survey Method 1. Using House Ads to Generate Control 28 The randomized experimental design creates campaign exposed (test ad cell) and non-exposed groups (house ad cell) Both groups are invited and surveyed with the same screeners and incentives Exposed to Ads (Test Cell) Not exposed to Campaign Ads (Control Cell)

PowerPoint Presentation:

29 Node integration is a single line of code: <script language="JavaScript" src=“http://ar.voicefive.com/ar.js"></script> Survey Method 2. Using comScore Broker Technology to Survey Consumers Our broker technology is a simple, easy to deploy piece of code that when placed on a page allows a publisher to trigger a survey invitation for visitors to that page Key Benefits of this Approach No longer need to use house inventory to generate control samples, which eliminates traffic time and costs associated with house intercept recruitment. Deploying our technology radically streamlines the process by which we launch and go to field with new campaigns Infrastructure allows for more efficient, disciplined sampling Recruitment can be evenly spread over time

PowerPoint Presentation:

30 Country (e.g. UK) resident Age Gender Specific Attributes, e.g. condition, behavior, opinion Awareness, Perceptions & Usage Future Intent Unaided and Aided Brand Awareness Source of Awareness Brand Perceptions Brand Usage Screener and Segmentation Likelihood to do further research (general and brand-specific) Likelihood to discuss with someone, e.g. doctor, friend, etc (general and brand-specific) Likelihood to purchase (general and brand-specific) Likelihood to recommend Demographics Income Location Internet behavior Brand Differentiation And Attribute Association Brand Differentiation Attribute Association Message Testing The standard design allows for 2 to 3 minutes of custom, closed-end questions before demos. The Survey

Overall Intent to Purchase Based on Advertising Exposure:

31 % Purchase Intent Indicates that comScore determined this to be statistically significant over Control (@90%) The value provided by advertising can be clearly measured Overall Intent to Purchase Based on Advertising Exposure ∆ 7 pts! 58 % Lift

The Cookie Deletion Problem: Overstates Campaign Reach but Understates Frequency:

The Cookie Deletion Problem: Overstates Campaign Reach but Understates Frequency 30% of Internet users delete their cookies in a month This rate corroborated by independent studies from Belden, Jupiter and Nielsen These deleters do so an average of 4 times a month 5 different cookies for same site in a month on one computer Cookie deletion creates major problems: 2.5 times overstatement of unique visitors in server logs 2.5 times overstatement of reach and a similar understatement of frequency in ad server log A comScore Study of Yahoo and DoubleClick Cookies

PowerPoint Presentation:

Triangulation of consumers to our panel allows us to adjust results for Cookie Deletion inaccuracies, resulting in better and more accurate lift measures 33 Cookie deletion results in both overestimating the number of unique people reached by the campaign and underestimating the level of frequency (average ads per exposed visitor) This has the effect of diminishing the final lift between test and control groups because there are exposed people in both the test and control groups comScore can estimate, from our panel, the proportion of panelists who deleted their cookies prior to being exposed to the ad This is an estimate of the contamination level in the survey control cell: If the level of contamination is, for example, 20%, the actual lift of the campaign is being understated by this amount. Benefits of Real-World Test/Control + Panel : Adjusting for Cookie Deletion Exposed to Ads (Test Cell) Not exposed to Campaign Ads (Control) comScore Panelists

Brand Metrix ™ Market Norms For Behavioral Data: TrueLift™ Calibration:

Brand Metrix ™ Market Norms For Behavioral Data: TrueLift™ Calibration We use the comScore panel to determine control group contamination Lift is adjusted upward, providing accurate results 34 Since users delete cookies, current control groups are contaminated and effectiveness is understated Example Unaided recall is 15% comScore determines that there was a 20% cookie deletion rate comScore TrueLift™ algorithm reveals 19.5% lift 15% Lift Everyone Else 19.5% Lift comScore TrueLift™ Exposed to Ads (Test Cell) Not exposed to Campaign Ads (Control) comScore Panelists

How It Works: Benefits of Real-World Test/Control: Elimination of Respondent Bias:

35 How It Works: Benefits of Real-World Test/Control: Elimination of Respondent Bias Survey takes are not necessarily demographically representative of the audience who actually saw the campaign Utilizing the comScore panel to read on demos of the campaign we are able to weight the survey respondents accordingly Exposed to Ads (Test Cell) Not exposed to Campaign Ads (Control) comScore Panelists

comScore Brand Metrix ™ : Over 240 Ad Effectiveness Studies Across Multiple Industries:

36 36 comScore Brand Metrix ™ : Over 240 Ad Effectiveness Studies Across Multiple Industries Media Agencies Financial Retail Travel CPG/Restaurant Pharma Auto Tele/Tech

Agenda:

Measuring Ad Effectiveness Understanding Branding Impact Summary 37 Agenda 37

PowerPoint Presentation:

Summary Demonstrating return on investment to advertisers will sustain and grow online ad budgets Moving beyond CTR as the effectiveness measure is vital to incorporate both branding and behavioural impacts

PowerPoint Presentation:

“Online is getting to the point where it may be more important than the 30-second TV spot.” -Joel Ewanick, VP Marketing Hyundai Motor America “Even ad-spending giant P&G is considering cutting its overall ad budget by as much as 10% this year and aggressively moving ad dollars to the Web.” - Wall Street Journal, May 12, 2008 Thank You Mike Shaw Director, Marketing Solutions +44 20 7099 1771 [email protected]

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