three tools for understanding ad reach: did my display campaign reach anybody i care about?
TRANSCRIPT
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Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?A look at reach and frequency measurement and how to optimize for success.
June 2011
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Today’s presenters
• Damian Roskill, Managing Director, Marketing at Compete
• Dan Pflock, Product Manager, Media Products at Compete
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Webinar logistics
• Today’s webinar will be recorded. You will be emailed a link.
• Please enter your questions in the Questions box. We will answer as many as possible at the end.
• If you have technical difficulties, try loggingback in or use a different browser
• The Twitter hashtag for today’s webinar is #CompeteRF
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Introduction to Compete
• Founded in 2000, joined WPP/Kantar in 2008
• Passionate about understanding consumers to inspire great marketing
• Leverage a panel of over 2 million US consumers to create products for competitive research, media planning and advertising effectiveness.
• Most well known for our Compete PRO product found at Compete.com
• World-class advertiser, agency and media clients
• Strategic partnerships to enable marketing optimization and provide holistic view of consumers
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Agenda
• Webinar (20-25 min)
• Why do we need to pay attention to reach and frequency metrics?
• What sources do we have for these metrics?
• Demo of Compete Ad R/F
• How to optimize reach & frequency and minimize wasted spend
• Q&A (10-15 min)
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Why do we advertise?
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To move the needle!
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Target audience
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How loud do you want to be?
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How is your campaign performing?
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Reach and Frequency
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What tool do you trust to measure your campaigns’ reach?
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The reach and frequency challenge:
You set precise audience targets when purchasing online media
But do you really know who you’re reaching?
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Three tools for reach measurement
• Local Analytics
• Ad Server Reporting
• Panel Supported Campaign Measurement
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Local analytics
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Ad server reporting
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Do you really know who your campaigns reach?
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Do you know the demographics of the audience your campaigns reach?
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Ad R/F
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Actionable Metrics:
- UVs (“cumes”)
- Impressions
- Reach
- Exposure Frequency
- Demographic Composition
- Age
- Income
- Gender
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Ad R/F Demo
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Ad R/F
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How it Works:
- Unifies panel and tag-based measurement
- Utilizes pixel tracking for precise impression counts
- Audience composition metrics are driven by the industry’s largest online panel of two million consumers tag panel
Ad R/F
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Optimization
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400 ad-referred visits
40 conversions
80% male
100,000 impressions
Publisher 1 Publisher 2
Your Website
Optimizing without reach and frequency data
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400 ad-referred visits
40 conversions
80% male
100,000 impressions
10% male / 90% female
Publisher 1 Publisher 2
Your Website
Optimizing the audience
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400 ad-referred visits
40 conversions
80% male
Publisher 1 Publisher 2
Your Website
Optimizing the frequency
100,000 impressions
10,000 ‘uniques’
(freq = 10.0)
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Let’s recap what we learned• We spend time preparing and targeting ad campaigns but often
don’t know who was actually reached.
• Your local analytics don’t give a complete picture of a campaign audience.
• Panel supported analytics provide the deepest audience insight.
• Campaign effectiveness can be increased and wasted spend minimized by optimizing reach and frequency
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Thank you…
Damian RoskillManaging Director, Marketing617-933-5670
Dan PflockProduct Manager, Media Products617-933-5634
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Questions?