kohls case study (may 2009)
TRANSCRIPT
Is Bigger Really Better?Is Bigger Really Better?Measuring the impact of ad size in homepage advertising
J i OJessica OngDirector, [email protected]
Our data provides marketers with the most signal When it comes to online panels, size matters!
What’s in the torso & tail?(a lot of stuff that’s really important)
MicrositesMicro‐segmentsSearch phrases
Visitors
Conversion ratesProduct & category interest
ffic (U
niqu
e V
Site Tra
Number of websites measured
2
– Single day homepage takeover campaigns on the same day (April 24, 2009)
A tale of two homepage ads
Kohl’s ad on AOL Homepage Kohl’s ad on MSN Homepage
Single day homepage takeover campaigns on the same day (April 24, 2009)
– Observed clickstream data for exposed consumers compared to control group
p g300x600
p g300x250
Below the fold
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Larger ad had 30% higher visitation rate to Kohls.com
5.0%+6%
Ad Viewthrough Rate(Visit to Kohl’s site after ad exposure)
3.0%
4.0%
+6%
1.0%
2.0%300x600
300x250+31%
+26%
0.0%
Same session visit to kohls.com
Same day visit to kohls.com
Same week visit to kohls.com
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Smaller ad resulted in more time spent on Kohls.com– Lift in time spent on Kohls.com was also higher for 300x250 compared to the
Lift in Time SpentTime Spent per User on Kohls.com (minutes)
Lift in time spent on Kohls.com was also higher for 300x250 compared to the larger ad
p(Time spent by exposed group compared to control)
p p ( )(Time spent on site same day as exposure)
+20%8.9 23%
+20%7.5
3%
300x600 300x250 300x600 300x250
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Large ad unit had a higher lift in shopping cart activity
Lift in Shopping Cart Activity(Shopping cart activity for exposed group compared to control)
Viewthrough Shopping Cart Activity(% of viewthrough visitors who interacted with shopping cart)
+26%6.6%
8.3% 93%
55%
300x600 300x250 300x600 300x250300x600 300x250 300x600 300x250
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Both ads saw strong lifts in same day brand search– However, smaller ad had a higher lift in search activity
Lift in Brand Searchers(Brand search activity for exposed compared to control)
Exposed Brand Search Activity(% of exposed visitors who searched for Kohl’s on search engine)
However, smaller ad had a higher lift in search activity
(Brand search activity for exposed compared to control)(% of exposed visitors who searched for Kohl s on search engine)
0.14% 0.14%
101%
138%
101%
300x600 300x250 300x600 300x250
kohls
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Females and consumers with higher income were more responsive to both ad formats
Demographic Variance for Exposed Consumers who Interacted with Kohl’s Brand g p pCompared to Non‐responsive Exposed Consumers
Gender65+
Age Income
Female
35 44
45‐54
55‐64
$60‐100K
$100K+
Male
< 24
25‐34
35‐44
<$30K
$30‐60K
‐20% ‐10% 0% 10% 20%
300x250 300x600
‐5% 0% 5% 10%
300x250 300x600
‐10% ‐5% 0% 5% 10%
300x250 300x600
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Larger ad resulted in more site visits but smaller ad yielded more lower funnel activity
1.5% 1.2%Visit Kohl’s site
7.5min 8.9minTime on Kohls.com
6 6% 8 3%Sh i t ti it
194% lift
3% lift
93% lift
138% lift
23% lift
55% lift6.6% 8.3%Shopping cart activity
0.14% 0.14%Brand search
93% lift
101% lift
55% lift
138% lift
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Summary
– Measure beyond direct funnel activity– Advertisers must look beyond a single metric such as conversion to see
th f ll ff t f d ti i ithe full effect of advertising campaigns
– There is value in lift measurements– Lift metrics suggest that ads with lower conversion can still have
substantial value in terms of changing consumer behavior
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Visit www.compete.com/adimpact or email
[email protected] for more information
Jessica OngDirector, [email protected]
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