OPA South Africa Workshops on Online Industry In SA - Nikki Cockcroft Deputy Chairman and Head of Marketing

Introduction Benchmarks in Online Media • Benchmarks: why they are important in online media • Campaign Results – more than just a click-through rate • Measure your results and benchmark your success Nikki Cockcroft CEO – Primedia Online OPA – Deputy Chair | Head of Marketing

Benchmarks in Online Media Measurement: • Looking back .... – Most exciting aspect about our industry is its measurability – Adserving platforms and other technologies (Nielsen’s) allow us to see the results of our campaigns and evaluate their performance BUT – The industry is being hoisted by its own petard – Over-excitement, data-manipulation and misinterpretation is moving us into the danger zone that requires the new generation of online publishers, agencies and experts to evaluate the benchmarks of success

Benchmarks in Online Media Accountability: Average CTR’s Attrition rates P factor Conversion ROI Rates Call to Action These are ALL important!

Benchmarks in Online Media Why are they important? • These metrics form the foundation of measurability, and should not be ignored, but they are not the only factors that should be used to measure the success of a campaign. • Many advertisers and agencies still book according to one or a few of these measurement standards, for example: – Direct response companies, casinos and some agencies use these as a direct measurement of the campaign performance and book future campaigns according to those benchmarks.

Benchmarks in Online Media Campaign results are dependent on a number of factors: • The Target Market • The Sector • The Placement • The Quality of the creative AND the Execution And so on... • We all know this, but these factors need to be taken into consideration from the point of inception. • David Ogilvy “Don’t count the people you reach – reach the people that count” • As a result, the benchmarks are evolving...

Benchmarks in Online Media In order to benchmark the success of your campaigns, all parties need to understand the objectives from the starting point. Why? • Comparing apples with apples – there is little value comparing the CTR of a brand awareness campaign with those of a acquisition campaign or a test drive campaign. (yes, the CTR is important, but the end result is more important) e.g. How many people viewed my campaign or alternatively how many people actually signed up for the test drive. • All advertisers spend money on a campaign in order to obtain return on their investment, in one form or another – the objectives will outline the benchmark that should be used to measure the campaign’s success. • Understanding the objective will determine the technology that should be used to measure the campaigns success and deliver meaningful result analysis – i.e. Post-click tags, key-value targeting, behavioural targeting etc.

Benchmarks in Online Media We all play a role... • Advertisers need to be clear in their campaign objectives, and understand the results that they can expect from their campaign. • Agencies need to plan accordingly – simply buying mass impressions will not deliver great results. Stemming from the campaign objectives: – The creative must look good, – The creative must be effective in terms of its execution through compelling copy and visuals. – The planning must be TARGETED to meet the objectives, – The results must be benchmarked against the campaign objectives using the measurement tools, and with the appropriate metrics. • Publishers must also understand the campaign objectives and prepare proposals according to them. Simply sending out proposals with the sections that contain the most inventory and the section’s with the highest CTR’s is a thing of the past... Different campaigns have different objectives, therefore they have different results and should use different benchmarks to measure their success.

Benchmarks in Online Media We all play a role... • Campaign Optimisation: during the campaign it is still critical to understand the campaign objectives and optimise the campaign to meet these and not simply focus on CTR’s. – A typical phone call in the day of a publisher: • “My click-through rates are falling below 1% - this is industry standard therefore my campaign is not performing” • “My click-through rates are falling below 0.5% - THIS is industry standard therefore my campaign is not performing” • “I have only had one registration since the campaign went live, move the campaign to a section with greater inventory” • “The P Factor is very poor, ALL other publishers are delivering better results”

Benchmarks in Online Media – A typical phone call in the day of a agency • “Your CTR is low, agreed, but it is still above the average of 0.3%” • “Can I suggest moving your inventory to this section, I know it will deliver better results as it has higher impressions” • “in all campaigns the Leaderboard performs the best, all your campaigns have performed well there” • “please can you tell me what the P Factor is for other publishers is, so that I can compare” • As can be seen above, all of these questions/statements are relevant but misplaced as a result of using the benchmarks incorrectly to measure a campaigns success.

Benchmarks in Online Media Targeting: • Targeting has gone beyond geo-targeting and geo-targeting in itself has expanded beyond country targeting. • Regional/City targeting • Behavioural targeting • Keyword Targeting Targeting your campaigns mid-way through delivery will not improve the results: too little, too late! • Publisher’s should know their users and understand their behaviour – understanding the campaign objectives, propose targeting that will deliver meaningful campaign results. • Agencies understand their client’s objectives and should therefore propose (targeting) where relevant to deliver meaningful campaign results. This may mean – fewer impressions booked for individual publishers, and more work for the planners but ultimately better results, and then more spend for the publishers in the long run.

Benchmarks in Online Media How to measure the real success of online advertising campaigns: 3. Determine the Goals and Objectives of the campaign – If you don’t know why you’re running a specific campaign, you’ll never know if it was successful or not – Advertisers, agencies and publishers must understand the objectives 4. Determine the success criteria for your online campaign – These metrics help you understand how your campaign is performing – Compare metrics with previous campaign performance/ compare ongoing performance • Create a campaign attribute framework – Decide what attributes (placement/creative/message/publisher)to measure the campaign against early on. 6. Use the correct tracking code and implement these correctly – For example: if the campaign objective is 200 sign-ups to test drive a new BMW, implement post-click tracking correctly from beginning to end. This way you can see where/why users have dropped in the process and how many people actually signed up.

Benchmarks in Online Media How to measure the real success of online advertising campaigns: 3. Get the right reports to measure the success of your campaign – The reports and data are available through Nielsen's and the adserving platforms (ADTECH) – request these reports upfront to benchmark your success. 4. Analyse the reports shortly after the campaign goes live – The results will not be that meaningful at the early stages but you can immediately see if anything is wrong. 5. Ongoing reports and analysis – This is how you will know whether or not the campaign is meeting its objectives, and how things should be changed (if necessary)

Benchmarks in Online Media Dependent on your objectives, focus on additional benchmarks: • How many sales/leads the campaign generated • User interaction with the brand (time spent, involvement and commitment) • Measure the shift in brand metrics (measure against the pre-set goals) • To measure ROI, take a holistic view of the performance and measure greater, aggregated affect the online messages have on consumer minds, offline behaviour and overall attitudes. • Measure the behavioural data through Nielsen’s/ Analytic tools

Benchmarks in Online Media To end off... • According to the US-based Internet Advertising Bureau, of the 28 ways in which to use interactive ads, only one – driving traffic to a marketer's website – bases success on clickthroughs. • According to the Business Week article, the industry is starting to break free of metrics such as number-of-unique-visitors and clickthroughs, and online advertisers are beginning to use traditional testing to gauge the effectiveness of their ads – including brand- awareness and intent-to-purchase studies.

Benchmarks in Online Media To end off... • Low CTR’s do not necessarily equal a poor performing campaign – similar to print/TV – you don’t rush out and buy the product the minute you see/hear the advert. It is the same with online – most people remember the name of the company/brand with the aim to find out more later…. • A study in the UK by Avenue A showed… Only 20% of consumers who made a booking at a popular travel site clicked an online ad to get there – the remaining 80% saw the ad, didn’t click through, but returned later to the travel site to make the purchase.

OPA South Africa Workshops on Online Industry In SA - Nikki Cockcroft Deputy Chairman and Head of Marketing

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OPA South Africa Workshops on Online Industry In SA - Nikki Cockcroft Deputy Chairman and Head of Marketing — Presentation Transcript

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