measuring mobile ad effectiveness - events | gfk...

1© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | Research & Results, 27.10.2016, Köln

Measuring Mobile Ad Effectiveness

Markus Saffer

Munich, October 27, 2016


Why do

we want to

measure

mobile?

Full

evaluation of

Crossmedia

Campaigns

Mobile Ad

Effectiveness


crossmedia communication

Marketing today: Multi-channel, interactive and target group specific. Every

channel has to prove its contribution to overall campaign success

silo communication

integrated

Today

10 years ago

one-way


Return on Investment

How do we define Ad Effectiveness? Emotional and Behavioral Return on

Investment

Emotional Behavioral(e.g. Brand Building,

Brand Relationships)

(e.g. Purchase,

Website Visits)

Efficient Optimization

Crossmedia

Campaign


Return on Investment of crossmedia campaigns –

we show how the different channels contribute to this

+11%

+8%

+3%

+5%

Uplift

compared

to no

contact

+8%

+3%+4%

+6%

Uplift

compared

to no

contact

measurable measurable

? ?

Emotional Activation Behavioral Activation

Uplift Brand Image Short-term Sales Uplift


Digital formats

require passive

contact measurement

How can

channel

impact be

measured?


Survey

Technical

measurement

CHANNELSCHANNELS

How to measure Return on Investment?

We need ot measure ad contact first

Two possible ways…


Opportunity to see indirect, stated

Audio Sound Matching technical

Technical measurement preferred: different approaches per channel

Cookie measurement technical

Cookie measurement technical

Ad Id technical

Opportunity to see indirect, statedTV

Online

Facebook

Mobile

Print


Why is in-app

measurement

more difficult

than browser-

measurement?

A simple cookie

won‘t do…


…Multi-delivery environments (almost like different devices)

Measuring mobile Ad Contact…why cookie measurement doesn’t work

In-browser In-app

Two different situations

Cookies applicable Cookies not applicable


The solution for in-app ads: the AdvertisingID allows us to identify

advertising exposure

Unique

Why the AdID is helpful…

Currently only way

to identify in-app

mobile ad contact IDAdvertising

Data protection

conform

Can be deactivated

Yet, usage is still limited

Access depending

on data protection

agreement of the

App provider

Access may be

limited

Cooperation of app

provider required

!


Matched to

respondent cookie

Exposure is

identified

through

a cookie and

tag approach

Matched to

respondent

advertising ID

Exposure is

identified

through

advertising IDs

Cross reference

to unify

exposure for

the individual

Combine

ad exposure

with

surveyed /

measured

brand KPI’s /

sales impact

Matching AdIDs: how it works…

A B C D E F

U

V

W

X

Y

In-browser

In-app


„Killer-Apps“ dominate usage: WhatsApp, Facebook

und YouTube Top 3 Smartphone Apps in Germany

Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ // 14-29y (persons using desktop and smartphone )

Access to AdID is not allowed by every app…

AdID

matching

allowed

Cooperation

required

How people use their smartphones…


Quelle: GfK

Example Mobile measurement: If Ad Identifier is available it

allows us to measure the uplift of mobile ad exposure

20 Apps

22 Apps

DE + FR

4 Apps

4 Apps14 Apps

11.02.2013 – 11.03.2013

Question: „Wenn ich heute Kaffeegetränke für unterwegs einkaufen wollte,

kämen Produkte der Marke XXX in die nähere Auswahl.“

Ad Format 1

Basis: 137 People

46%65%

no contact contact

+19ppt

Ad Format 3

Basis: 191People

47%61%

no contact contact

+14ppt

Ad Format 2

Basis: 85People

51%75%

no contact contact

+24ppt

Buying intention


GfK sends anonymous

FBIDs of its panelistsFB sends anonymous

campaign contacts

GfK only receives information

on its panelists

Data protection first: we use a clean room to match the AdID

The Facebook Datalink: Linkage of campaign contacts with GfK purchase

data

Clean Room

Match of campaign contacts

Connecting FB ad data and

GfK Crossmedia Link in

secured surrounding

GfK Crossmedia Link PanelFacebook in-app ad contacts


Median short-term Sales Uplift

Quelle: GfK Crossmedia Link, Werbewirkungsanalysen 2008-2015, Online Display: 38 Studien, Video: 26 Studien, Facebook 10 Studien

Creation rules: all channels show a big impact range –

Actual impact depends on the underlying creation!

42%

25%

Online Video Mobile

35%

Online Display Desktop

20%

142%

54%

Max. Uplift:

86%

113%

Min. Uplift: 0% 0% 0% 24%

Cookie

measurement

AdID Clean

room matching


But we are not fully there yet. Mobile Ad Effectiveness measurement in

progress…

Impact (in-app) on Emotional Activation

What already works ...

Impact on short

term Sales Uplift

incl. Facebook

App

In-browser

measurement

Cooperating

provider Apps

Work in progress ...

Implementation in access

panels

Cooperation of app

providers is key to feasibility


How about

mobile?

We want to be

future proof.

Mobile

advertisement

is the future


Share of average Online usage time in %

Source: GfK Crossmedia Link Germany (November 2015).

Base: Multi-Screener 14+ (persons using desktop and smartphone) Desktop / fixed line: @home

Smartphones are the most important device to go ‚online‘

while ‚online‘ means using apps (94% of usage time)

Desktop

6%

94%

Browser

App

68%

32%

Mobile


OVK / Mac Mobile Report 04/2015 – Nettovolumen Deutschland exkl. SEM

Mobile Ad Spending do not reflect high mobile internet usage yet –

Black Box: Mobile Ad Effectiveness

Spendings Online Display total

€ 1,581,000,000

Spendings Mobile: 8%€


Share global Ad Spending in %

Source: ZenithOptimedia

Globally, Mobile Advertising is growing fast and draws even with

Desktop in 2018; together Digital is expected to outpace TV by then.

40%

18%3%

17%

8%

7%

7%1%

2013

37%

20%

9%

13%

7%

7%7%

1%

34%

19%

19%

10%

5%

7%6%

1%

2015 2018


We keep on

going mobile…


FRAGEN?

LET`S MEET & TALK.


VIELEN DANK FÜR IHRE

AUFMERKSAMKEIT.

+49-911-395-3709, [email protected]

Markus Saffer, Senior Director Communications & Digital

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