An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley
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An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley

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An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley, IAB for IncisiveCreate

An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley, IAB for IncisiveCreate

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An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley Presentation Transcript

  • An Overview of Measurement Modelsand Perceptions of Ad Effectiveness.Hannah Bewley,Research Manager, IABiabuk.net/hannah 05 March 2013
  • Agenda• Setting the scene – size of the market• Say no to CTR’s!• Measuring ad effectiveness• Examples from our research• Summary and conclusions
  • The digital media mix% share of revenues for the H1 2012 Category H1 2011 Share Search 58% Display 23% Classified 17% NB: Other includes Lead Generation, Search Affiliate, Solus E-mail, Mobile SMS/MMS Source: : IAB / PwC Digital Adspend H1 2012
  • Average customer journey was 10.7 days Number of ads exposed to / clicks made:MOBILE 9.2 + 0.9 + 0.8 = Quote/Purchase (over 15.7 days) Display Organic Sponsored Search SearchAUTOMOTIVE 2.1 + 0.6 + 0.2 + 0.1 = Visit (over 8.5 days) Online Organic Sponsored Buzz Display Ad Search SearchTRAVEL 3.1 + 0.2 + 0.7 + 1.0 = Quote/Purchase (over 7.8 days) Display Emails Organic Sponsored Click Click Source: travel, mobile, automotive
  • Two thirds of those who visited the brand site did so within a week of seeing the display adsDisplay advertising – how long does it take people to visitafter exposure to the ad? Total Travel 72% 68% 66% 58% Mobile Automotive 32% 24% 22% 17% 4% 5% 3% 3% 5 seconds Same Session Less than a week
  • On average, 5.3% of those exposed to display went on to visit the siteDisplay advertising – how many people visit after exposure? Travel Mobile Automotive Average 5.6% 7.9% 2.4% 5.3% of those exposed of those exposed of those exposed of those exposed to the display to the display to the display to the display campaign went on campaign went on campaign went on campaign went on to visit the to visit the to visit the to visit the Brands site post Brands site post Brands site post Brands site post exposure exposure exposure exposure
  • So what should we measure? It depends what is the advertising is trying to achieve! Measurement should: • Match up with the objectives of the advertising. • Capture the impact on the consumer.
  • Background and Methodology• Performance of formats across five key brandmetrics • Aided Brand Awareness • Online Ad Awareness Sales Funnel • Message Association • Brand Favourability • Purchase Intent• Based on • 910,762 respondents from 15 countries including UK, USA, Europe, South America and Australasia • 940 campaigns measured • 18,724 unique combinations of creative and website use
  • MethodologyA Exposed* Both groups are surveyed Yes at the same + 11% uplift time about 39% their attitudes 28% toward theB Control* brand in the No creative Control Exposed * Matched sample iabuk.net/contact
  • Formats analysed Billboard Banner Skyscraper MPU Wall Paper Half Page
  • iabuk.net/contact
  • Wallpaper shows the greatest uplift in Brand AwarenessUplift amongst those exposed to… 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Aided Brand Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Q: Have you heard of the following brand? Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
  • Billboard dramatically out performs all formats for Ad AwarenessUplift amongst those exposed to… 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Online Ad Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Q: Have you seen the following brand advertised online in the past 30 days? Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
  • Billboard most positive in driving Brand FavourabilityUplift amongst those exposed to… 3% 3% 2% 2% 1% 1% 0% -1% -1% -2% -2% Brand Favorability Billboard Wallpaper Half Page MPU Skyscraper Banner Q: How would you describe your overall opinion of the following brand? Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
  • The best performing formatsBrand metric Best Uplift of Average uplift of Best new format performing best format traditional formats vs traditional format averageAided BrandAwareness Wallpaper 2.1% 1.1% x 2 betterOnline AdAwareness Billboard 16.6% 1.8% x 9 betterMessageAssociation Wallpaper 5.2% 0.7% x 7 betterBrandFavorability Billboard 2.5% 0.7% x 4 betterPurchaseIntent Skyscraper 1.4% 0.7% n/a
  • All Key Branding metrics showed an uplift 30 % 26% 23 % 21% 22% 14% Brand Awareness Message Association Brand Perception 8% points 7% points 5% points 13 % 11% 12% 9% 14% 4% 11% 2%Brand Favourability Purchase Intent Ad Awareness Ad Recognition 3% points 1% points 2% points 5% points Control group Test group n=1,256 (control and test group)
  • Creative diagnostic Impact on Creative Format type: FrequencyNew format types can be effective at lower frequencies for three key brandmetrics Creative Diagnostic New Traditional statements Format types Format types show an up-lift… … eye-catching … engaging 3 to 6 7+ … for people like me contacts contacts sufficient recommended … makes me want to find out more information
  • Specialist and Newspaper Sites outperform 28 32% % 21% 14 %Brand Awareness Brand Perception 23% 14% 11% 11%Brand Favourability Purchase Intent Control Group Specialist & Newspaper Sites n=1,256 (control and test group)
  • All Key Branding metrics show an uplift! Control group Test group 68 65 TRESemmé 49 46 % 40 % 52 28 % % 32 % % % % 21% points 22% points 25% points 20% points Brand Brand Likelihood to Switching preference favourability recommend consideration (amongst non-users) Control group Test group British Gas 57 55 66 36 38 % 32 % % 32 % % % % 11 % 4% points 19% points 23% points 55% points Switching Brand Brand Likelihood to consideration preference favourability recommend (amongst non-customers)Brand preference: Which of these statements best describes how you feel about these hair care companies / energy suppliers? (A: It’s the only one I’d consider, or It’s one I would consider abovemost others)Brand favourability: How would you describe your overall opinion of each of the following hair care brands / energy suppliers? – (7 point scale, top 3 box).Likelihood to recommend: How likely are you to recommend each of the following brands / energy suppliers? – (7 point scale, top 3 box).Switching consideration: When considering switching hair care brands/ energy suppliers, which of the following brands would you consider switching to? - (7 point scale, top 3 box).Source: comScore Marketing Solutions
  • Exposure to the sponsorship increased agreement with brand statements Used by Has a wide range of professionals TRESemmé products 78% +31% 72% 55% +29% 59% Its affordable Is innovative +29% 72% +64% 64% 56% 39% Its stylish Is credible Is salon quality +54% +38% +42% 74% 72% 74% 48% 52% 52%Q: To what extent do you agree or disagree with the following statements when used to describe TRESemmé? (7 point scale, responses 5-7) Source: comScore Marketing Solutions
  • iabuk.net/contact 05 March 2013
  • Summary• CTR’s only tell a very small part of the story!• Online is an effective brand building medium.• Ad effectiveness studies need to measure the impact of the ad on theconsumers. Select metrics that reflect the objectives of the advertising  Measure the impact amongst the campaign target audience  Use techniques that can link passive behaviour with attitudes, and if possible, outcome data  Don’t underestimate the impact of environment, size and content
  • And finally, one sector who understand this = Consumer Goods Consumer Goods is a sector that appreciate the importance of brand building online (and not CTR’s)Source: IAB / PwC Digital Adspend IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. Dataexcludes unclassified, multi-advertiser, recruitment and misc figures and covers 56% of online & mobile display revenues in H1 2012.
  • Thank you!hannah@iabuk.net 05 March 2013