improving & measuring online advertising
DESCRIPTION
John Ferguson, Associate Client Development Director, will be looking into how you can best measure the effectiveness of your online advertising and avoid the pitfalls that many face whilst trying to measure ROI.TRANSCRIPT
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
3© 2012 Research Now
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
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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
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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…
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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?
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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.
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ADimension: Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
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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
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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
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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
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Case Studies
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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 ...
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Debenhams
Spontaneous awareness
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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%
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“Life made fabulous”
Targeted Placements
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Debenhams
Post exposure behaviour
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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%
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Debenhams
Exposed women 25 - 45
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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
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The future
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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?
25© 2012 Research Now
John FergusonAssociate Client Development Director (Ad and Media)
tel. 020 7921 2400email: [email protected]