So your digital campaign got 10% more clicks this time. So what?

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Basic presentation on measuring actual effectiveness of digital advertising campaigns. Prepared for SmartAD seminar "How to turn ad spendings into ad earnings" in Riga, Latvia, 25.09.2010. By Janis Polis, Head of Digital R&D, MediaSCOPE

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So your digital campaign got 10% more clicks this time. So what?

  1. 1. Soyourdigitalcampaign got 10% moreclicksthistime...<br />Jānis Polis, <br />HeadofDigital R&D, MediaSCOPE<br />25.08.2010<br />
  2. 2. DigitalmarketingintheBalticsison a fastrise<br />
  3. 3. OK, maybenot thatfast. Butstill...<br />Data:LatvianAssociationofAdvertising, June 2010<br />
  4. 4. Simplifiedmediabuyingcycle<br />briefs<br />reports<br />plans & buys<br />reports<br />
  5. 5. Recession = moreattention to ROI<br />Butwhatisour<br />successmetrix?<br />
  6. 6. Ifthisishow it looksunderthehoodofyourdigitalcampaignmeasurementvehicle...<br />
  7. 7. ... thenthisiswhatyou’reprobablydriving!<br />
  8. 8. To determine digital campaign success level in 2010, more data and different KPIs are required<br />
  9. 9. Defininggoalswillhelp to chooserightcommunicationtactics, adpurchasingmodels<br />andcorrectsucessmetrixforyourcampaign<br />
  10. 10. Client: abrewery<br />Goal: to increase customeremotional engagement with a beer brand<br />Creative solution: interactive visual beer life story on brands web<br />Media plan: Two 2 week periods with 1 month in between with <br />call-to-action banners in horizontal portals <br />(4000000 bought ad impressions for each period)<br />Agency estimate: 0,18 % CTR, 14400 clicks on banners<br />
  11. 11. After 2 weeks media reports to agency and agency to client that:<br /> In first placement period banners received 4000000 impressions and generated 8000 clicks with 0.20% CTR<br />After 6 weeks media reports to agency and agency to client that:<br /> In second placement period banners received 4000000 impressions and generated 8800 clicks with 0.22% CTR<br />So campaign generated 2400 more clicks than estimated and second placement period received 10% more clicks than first. <br />Should everyone drink champagne?<br />OPTION<br />
  12. 12. Thesefactsarevital to determineactualeffectivenessofcampaign<br />What’smissing?<br />Information:<br />How manypeopleactuallyopenedandsawclientspage? (succesfulclicks)<br />How manyvisitorssawandinteractedwithinteractivevisuals? (actionrate)<br />What % ofvisitorsventuredfurtherinthepage? Where? (path)<br />How manypeoplesawthebanner, didnotclick, butvisitedpagelater? (long-tale)<br />How manyofpurchasedimpressionswasdisplayedbelowthefoldandnotseenatall? (in-screenimpressions)<br />Reaction:<br />Replacement ofunderperformingcreativesormediaplacementsduringcampaign.<br />Improvementofclient’swebpageusability, according to realtimecampaignperformancedata.<br />Buttheyarenotthateasy to gatherandanalyze<br />
  13. 13. Sometoolsarefree...<br />
  14. 14. Forsomeyouhave to payfor<br />Reach<br />Mediaeffectiveness<br />Impactonpage<br />ROI<br />
  15. 15. Butwhatifthat’s a socialmediacampaign?<br />
  16. 16. Insocialmediathereisanotherkindofcampaignsuccessmetrix, butKPIsstillmustbechosenaccording to setgoals<br />Msgreach – likes, reposts, retweets, sharing.<br />Communitybuilding – fans, followers, interactions<br />Directsales, leads– acquisitions, leads, ROI<br />
  17. 17. It isnoteasy to startmeasuringmore, butonceyoudo, it’salwaysworththeeffort.<br />Sopushyourclients, pushyouragencies<br />
  18. 18. janis.polis@mediascope.lv<br />Twitter.com/JanisPolis<br />LinkedIn.com/in/JanisPolis<br />

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