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ADimension® - Improving Online Campaigns
 

ADimension® - Improving Online Campaigns

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    ADimension® - Improving Online Campaigns ADimension® - Improving Online Campaigns Presentation Transcript

    • ADimension® - Improving Online CampaignsMartin Filz, Research NowHelen Gawor, Steel Marketing
    • Today’s Agenda About Research Now and Steel London Current landscape Current online ad tracking tools Our unique technology How does it work? Case Study - Debenhams Outputs and the Future © 2012 Research Now 2
    • About Research NowResearch Now the largest online-panel provider globally  6.5 million + panelists globally, all opted in  More than 5000 clients spanning Europe, the Americas and Asia-Pacific  In 2010, we delivered 4,500 online projects in EMEA alone  38 country panels around the World  1100+ employees in 23 offices on 6 continents  Digital Data Collection Experts – either passively or overtly © 2012 Research Now 3
    • About Steel London Digital creative and marketing agency Create engaging communications in a digital world Growing ROI of earned and owned media for clients © 2012 Research Now 4
    • Current Landscape © 2012 Research Now 5
    • Online Advertising, from HumbleBeginnings © 2012 Research Now 6
    • Online Advertising is now a £4 billionindustry With over a quarter of all ad-spend in the digital medium, and growing, there is an increasing need to accurately measure ROI © 2012 Research Now 7
    • Current methods for online ad tracking fordisplay ads• Traditional ad measurement tools incorporate basic web analytics to create top-line reach and frequency of exposed audiences.• Focused on audience delivery and not ad effectiveness• More advanced methods tried to measure ad effectiveness through surveys… © 2012 Research Now 8
    • However, IAB comments Pop-up surveys asflawed Original, pre-Panel survey based solution Pop-ups are the most common methodology so should be sound? Feature Pop Ups Healthy response rates O Measures delayed effect of Ad O Representative sample O Demographic profiling added to data O © 2012 Research Now 9
    • EU Directive - cookie opt in required  EU directive being implemented across Europe will require opt in for cookies  Increasing concern about behavioural tracking & observation  Participants need to opt in before being cookied, when user can be identified  Therefore need a real relationship with panel member - RN has almost 2 million fully opted in cookie panellists © 2012 Research Now 10
    • Panel Ad Tracking is a numbers game too! Research Now provide the largest fully opted in cookied panels:  11 country panels cookied, 2 million panellists Coupling our panel sizes to massive audience measurement capability gives our clients unrivalled insight into campaign performance © 2012 Research Now 11
    • ADimension © 2012 Research Now 12
    • ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels © 2012 Research Now 13
    • How it worksStep 1 Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns.Step 2 We embed tags in your online creative to capture campaign details © 2012 Research Now 14
    • How it worksStep 3Every time a panelist is exposed to your ad, we log it.Step 4 We add rich demographic profiling data on exposed panelists © 2012 Research Now 15
    • How it worksStep 5 Tailored surveys are sent to exposed and unexposed panelistsStep 6 Combined data sets are delivered for you to derive insights © 2012 Research Now 16
    • Case Study - DebenhamsDebenhams & STEEL © 2012 Research Now 17
    • Debenhams & STEEL Been their digital agency for years! eCRM, social media and online display Carat = media buying © 2012 Research Now 18
    • Debenhams & STEELWhat was going on? Online display campaigns deemed to be a ‘success’ Integrated with TV campaign using repurposed TV creative Measured by minor uplifts in CTR and how low a CPA can go, etc Yet, BRANDING was objective of these campaigns © 2012 Research Now 19
    • © 2012 Research Now 20
    • Debenhams & STEELWe needed to change things1. We needed to measure the campaign objective not just the campaign action2. We needed to derive creative learnings that could influence and improve performance of digital display in the overall media mix © 2012 Research Now 21
    • Debenhams & STEELWe needed to change things © 2012 Research Now 22
    • Debenhams & STEELThe Campaign Needed a snapshot of the performance of first burst of ‘Life Made Fabulous’ campaign – show Debenhams that this is the way ahead Objectives: - Amplify TV advertising - Raise awareness of designers - Target women 18-35 and 25-45 Timings - 12th – 25th September 2011 © 2012 Research Now 23
    • Debenhams & STEELTargeted Placements © 2012 Research Now 24
    • Debenhams & STEELWe chose ADimension © 2012 Research Now 25
    • Debenhams & STEELWhy? Not site intercept! Panel based Panel stability – tracking studies Ability to profile campaign universe Ability to measure impact of creative and format… …and by media owner/site © 2012 Research Now 26
    • Debenhams & STEELWhat we looked at Impact of frequency of exposure Awareness Message association Influencing opinion and behaviour Reaching the target audience © 2012 Research Now 27
    • Debenhams & STEELAwareness © 2012 Research Now 28
    • Debenhams & STEELFrequency of exposure Average Frequency All exposed 2.71 Spontaneous awareness 1.96 Prompted awareness 2.49 Association with ‘Life made fabulous’ 2.28 Association with designers 2.70 Women 18 - 35 2.02 Women 25 - 45 2.44 Low frequency for spontaneous awareness impacted by TV? © 2012 Research Now 29
    • Debenhams & STEELSpontaneous awareness40% %Ch C vs Ex +21.2% 20% 17% 8% 7% 7% 6% 5% Debenhams New Look H&M John Lewis Tesco Marks & Spencer Next Asda © 2012 Research Now 30
    • Debenhams & STEEL Prompted awareness Debenhams (on or offline) shoppers = 49% awareness 58% Debenhams online shoppers = 59% awareness 37% 36% 35% 23%%ChC vs Ex Marks & Debenhams Next John Lewis None of the Spencer above © 2012 Research Now 31
    • Debenhams & STEELMessage association © 2012 Research Now 32
    • Debenhams & STEEL ‘Life made fabulous’ Spontaneous awareness of advertising = 31% association 49% Prompted awareness of advertising = 33% association Debenhams shoppers = 27% association 23% 12% 10%%Ch 6%C vs Ex Debenhams John Lewis Marks & Next None of the Spencer above © 2012 Research Now 33
    • Debenhams & STEEL Association with designers 70% Spontaneous awareness of advertising = 82% association Prompted awareness of advertising = 84% association Debenhams shoppers = 82% association (87% online shoppers)%ChC vs Ex 16% 8% 4% 2% Debenhams John Lewis Next Marks & None of the Spencer above © 2012 Research Now 34
    • Debenhams & STEELInfluencing behaviour © 2012 Research Now 35
    • Debenhams & STEEL Post exposure behaviour Visited Debenhams.com 32% Visited a store 21% Made a purchase in store 11% Respondents associating Signed up for Debenhams emails 8% Debenhams with ‘life made fabulous’ are more likely to have visited aTold someone else about Debenhams 8% store (27%) purchased in store (17%) and Purchased from Debenhams.com 6% visited Debenhams.com (38%) Followed Debenhams on Facebook 2% None of the above 41% © 2012 Research Now 36
    • Debenhams & STEEL Propensity to shop Likely to shop in store Likely to shop online Shopped in store 96% Shopped online 92%Debenhams shoppers 94% Debenhams 65% shoppers Designers 83% Designers 56% Life made fabulous 87% Life made fabulous 62% Prompted recall 87% Prompted recall 69% Spontaneous recall 86% Spontaneous recall 59% Exposed 75% Exposed 51% © 2012 Research Now 37
    • Debenhams & STEELReaching the target audience © 2012 Research Now 38
    • Debenhams & STEELExposed to the campaign 69% of those exposed to campaign were women 46% were W18-45 Could do better! How does this compare to TV? © 2012 Research Now 39
    • Debenhams & STEELAwareness No significant differences in: – Awareness of advertising – Claimed visits or purchases – Opinion of Debenhams – However… © 2012 Research Now 40
    • Debenhams & STEELExposed women 18-35 66% already shop 84% now likely to in store shop in store 25% already shop at 57% now likely shop Debenhams.com at Debenhams.com © 2012 Research Now 41
    • Debenhams & STEELExposed women 25 - 45 60% already shop 81% now likely to in store shop in store 25% already shop at 61% now likely shop Debenhams.com at Debenhams.com © 2012 Research Now 42
    • Debenhams & STEEL What’s driving this? Association All exposed Exposed W18-35 Exposed W25-45 Life made 23% 31% 28% Fabulous Designers 70% 91% 88%Designers significant at 99% © 2012 Research Now 43
    • Debenhams & STEELRecommendations © 2012 Research Now 44
    • Debenhams & STEELRecommendations Distinguish from TV campaign Whilst maintaining some integration with overall brand and campaign Use digital creative for what it does best – encourage participation Its role in reinforcing other media activity is in pushing the brand messages and encouraging engagement The digital creative can work harder… © 2012 Research Now 45
    • Debenhams & STEEL Digital planning 2012 Push Pull Engagement media Paid Earned Owned Display Organic search Brand website Paid search Social media follows Email marketingHigh engagement driven not justby targeting, but ability of display creative to pull audience into earned/owned media © 2012 Research Now 46
    • Debenhams & STEELWhat’s next for Debenhams measurement © 2012 Research Now 47
    • Debenhams & STEELNext steps Ongoing tracking Accurate creative tagging to facilitate format and site measurement Campaign universe profiling to identify channel reach and improve channel planning Better targeting, higher engagement, better ROI Happy client. © 2012 Research Now 48
    • Debenhams & STEELSuccess! © 2012 Research Now 49
    • Outputs and the Future © 2012 Research Now 50
    • OutputsPanellists Ave. Impressions & Reach © 2012 Research Now 51
    • OutputsImpressions over time with demographics © 2012 Research Now 52
    • OutputsLikelihood to purchase © 2012 Research Now 53
    • OutputsNormative summary © 2012 Research Now 54
    • In Summary  Legislation is evolving however, our panel model obtains specific consent to track passively – PII is protected (opted in)  Digital advertising set to become even more important  ADimension allows you to understand your audience, and the effective of a campaign on the brand.  Measuring online ad campaigns is crucial to ensure an accurate measurement of ROI © 2012 Research Now 55
    • Contact Martin Filz Managing Director, EMEA & APAC Research Now 020 7921 2400 mfilz@researchnow.com Helen Gawor Head of Planning & Insight Steel Marketing 020 8871 2656 helen.gawor@steellondon.com © 2012 Research Now 56
    • © 2011 Research Now 57