2010.06 the proof for branding online
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Interact Congress Barcelona 2010 Branding Online: The Time Is Now The Proof for Branding OnlineTRANSCRIPT
The Proof for Branding Online
Gian Fulgoni, Executive Chairman, comScore, Inc.
2© comScore, Inc. Proprietary and Confidential.
Does the Click Tell Us Anything About the Branding Impact of Online Advertising?
30% of marketing VPs still believe the click is the best measure of the branding impact of online ad campaigns
Forrester Study
64% of advertisers and agencies cited the click as the most important metric to use when evaluating the impact of a campaign running on an ad network
2010 Collective Study
However, a recent comScore study shows that 84% of Internet users do NOT click on any ad in a month
Click rates on individual campaigns have fallen to levels of only 0.1%
2
3© comScore, Inc. Proprietary and Confidential.
Does the Click Tell Us Anything About Branding Impact?Global Click Rates on Individual Campaigns are Pitifully Low
Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008
0.07%
0.08%
0.08%
0.08%
0.09%
0.10%
0.10%
0.10%
0.10%
0.11%
0.11%
0.12%
0.12%
0.12%
0.13%
0.14%
0.14%
0.14%
0.15%
0.16%
0.17%
0.18%
0.18%
0.20%
0.20%
0.21%
0.26%
0.29%
Norway
Ireland
Luxembourg
United Kingdom
Finland
Australia
Canada
Sweden
United States
Hungary
Switzerland
Denmark
France
Italy
Germany
New Zealand
Spain
Turkey
Austria
Netherlands
Belgium
China
Greece
India
Singapore
Hong Kong
United Arab Emirates
Malaysia
Worldwide Click-Through Rates*
*Click-through rates across Static Image, Flash, and Rich Media formats
0.07%
0.08%
0.08%
0.08%
0.09%
0.10%
0.10%
0.10%
0.10%
0.11%
0.11%
0.12%
0.12%
0.12%
0.13%
0.14%
0.14%
0.14%
0.15%
0.16%
0.17%
0.18%
0.18%
0.20%
0.20%
0.21%
0.26%
0.29%
Norway
Ireland
Luxembourg
United Kingdom
Finland
Australia
Canada
Sweden
United States
Hungary
Switzerland
Denmark
France
Italy
Germany
New Zealand
Spain
Turkey
Austria
Netherlands
Belgium
China
Greece
India
Singapore
Hong Kong
United Arab Emirates
Malaysia
4© comScore, Inc. Proprietary and Confidential.
If Not The Click, Then What?
“A click means nothing. A click earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s surely not to generate clicks. You want people to visit your website, seek more information, purchase a product, become a lead, keep your brand top of mind, learn something new, feel differently, etc. Regardless of whether they clicked an ad or not, the key is to determine how that ad unit influenced a consumer to think, feel, or do something they wouldn’t have done otherwise.”
John Lowell
SVP Director, Research & Analytics
Starcom
5© comScore, Inc. Proprietary and Confidential.
Panels Provide the SolutioncomScore Global Panel of 2 Million Users, Largest of Its Kind
360° View of Consumer Behavior360° View of Consumer Behavior
Advertising Exposure
Advertising Exposure
Online / Offline Transactions
Online / Offline Transactions
Search Behavior
Search Behavior
DemographicsLife Stages
DemographicsLife Stages
Streaming Video
Streaming Video
Web Visiting and Viewing
Web Visiting and Viewing
The Only Global Measurement of Audience and e-Commerce
The Only Global Measurement of Audience and e-Commerce
41 Media Metrix Reported Countries
170+ Countries with Sample Presence
Mobile Usage
Mobile Usage
6© comScore, Inc. Proprietary and Confidential.
Understanding Behavioral Impact Of Ad Exposure:comScore’s Methodology
AD EXPOSED GROUP
BALANCEDUNEXPOSED GROUP
Site Visitation
Site Engagement
Search Behavior
Buying Behavior
LIFT METRICS
Test and control groups matched on demographic and behavioural variables
7© comScore, Inc. Proprietary and Confidential.
comScore “Whither the Click in Europe?”Display Ads Lift Visitation to Advertiser Site Even With Minimal Clicks
Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010
% Lift: 99% % Lift: 75% % Lift: 73% % Lift: 80% % Lift: 71%
8© comScore, Inc. Proprietary and Confidential.
comScore “Whither the Click in Europe?”Display Ads Increase No. of Trademark Search Queries Even With Minimal Clicks
Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010
% Lift: 91% % Lift: 89% % Lift: 81% % Lift: 136% % Lift: 114%
9© comScore, Inc. Proprietary and Confidential.
Going Beyond Site Visitation and Search to E-Commerce:Display Campaigns Increase Buyer Conversion
Campaign generated 50,000 (33%) more buyers
Campaign Reached 34% of U.K. Internet Users
with an Average Frequency of 7 Impressions
Campaign Reached 34% of U.K. Internet Users
with an Average Frequency of 7 Impressions
+50,000 buyers
Total HH Reached
Buyer Conversions
12.8m 12.8m
1.2% 1.6%
Total Buyers 154,000 204,000
Source: comScore Campaign Metrix
Metric Without Campaign With Campaign
10© comScore, Inc. Proprietary and Confidential.
Online Advertising Matches TV in Ability to Lift Offline Sales of CPG Brands
The Superior Targeting Ability of the Internet Likely Explains the Faster Offline Sales Response
BehaviorScan tests conducted over one year period. comScore studies over three monthsAssumes 40% Internet Reach Against Target
11© comScore, Inc. Proprietary and Confidential.
The .Fox U.K. Ad Studies
Objective:
Partnering with .FOX Networks, comScore examined the effectiveness of display vs.
video ad formats as well as the frequency of exposure to the campaign ads
Methodology:
Four U.K. campaigns were examined from different sectors (Travel, Finance,
Government and Utilities) comprising over 300 million impressions served to U.K.
Internet users across various ad formats in 2009. comScore used its panel of 70,000
U.K. Internet users to passively track online behaviour to understand the impact of
advertising on specific activities linked to campaign effectiveness over time, namely:
-- Advertiser Site Visitation
-- Trademark Search Queries
12© comScore, Inc. Proprietary and Confidential.
Reach & Frequency Information by Campaign
CampaignOverall
Campaign Reach
Average Frequency of
Exposure
Online Gross Rating Points
(GRPs)
Formats Used
Finance 8.2MM (23%) 3.5 82 Only Video
Travel 26.4MM (72%) 5.6 405 Display
Public Sector 22.8MM (62%) 6.5 403 Display +
Video
Utilities 16.9MM (46%) 6.0 276 Display
13© comScore, Inc. Proprietary and Confidential.
Overall Campaign Summary
SectorUnexposed
GroupExposed Group
Absolute Percentage Point Lift
% Lift
Finance 1.98% 5.47% 3.49 176%
Travel 0.33% 4.88% 4.55 1,379%
Public Sector 0.19% 1.05% 0.86 453%
Utilities 0.05% 0.55% 0.50 1,000%
SectorUnexposed
GroupExposed Group
Absolute Percentage Point Lift
% Lift
Finance 3.97% 7.43% 3.46 87%
Travel 0.20% 2.40% 2.20 1,100%
Public Sector 1.97% 3.50% 1.53 78%
Utilities 1.07% 2.55% 1.48 138%
Advertiser site reach within 4 weeks of first exposure to display ad
Reach of advertiser search queries within 4 weeks of first exposure to display ad
14© comScore, Inc. Proprietary and Confidential.
Within the Public Sector Campaign, Video Generated Higher Lifts than Did Display
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Campaign Search Queries Climb Steadily With Increased Display Exposures While Video Has a More Immediate Impact with Fewer Exposures
Absolute Percentage Point Lift in Campaign Search Term Reach Exposed Group vs Control Group
Campaign Breakout:Video Only: FinancialDisplay Only: Travel, Utilities & Public Sector
16© comScore, Inc. Proprietary and Confidential.
The Key to Measuring the Branding Effectiveness Online Advertising is Behavior ….
“This .Fox research is valuable because it looks beyond the usual data used by the industry for media trading. As opposed to relying on the usual simplistic denominators of click-thru and last event attribution, this research centers on consumer behavior proxies that are better placed to reflect communication goals, defining success based on a mix of visitation, engagement and search behavior across a four week period. By addressing difficult planning considerations such as cross format and multiple touchpoint attribution, this .Fox research better reflects the way Havas Digital believes campaigns must be evaluated if the digital media industry is to continue to grow in terms of significance for major advertisers."
Anthony Rhind
Global Co-CEO, Havas Digital