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 uniq...
About Research NowResearch Now the largest online-panel provider globally   6.5 million + panelists globally, all opted i...
About Steel London   Digital creative and marketing agency   Create engaging communications in a    digital world   Gro...
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, the...
Current methods for online ad tracking fordisplay ads•   Traditional ad measurement tools    incorporate basic web analyti...
However, IAB comments Pop-up surveys asflawed Original, pre-Panel survey based solution Pop-ups are the most common meth...
EU Directive - cookie opt in required  EU directive being implemented across Europe will require opt in for   cookies  I...
Panel Ad Tracking is a numbers game too!   Research Now provide the largest fully opted in cookied    panels:     11 cou...
ADimension             © 2012 Research Now   12
ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels                                   ...
How it worksStep 1  Members of the Research Now panel have opted-in to be tracked on their  exposure to ad campaigns.Step ...
How it worksStep 3Every time a panelist is exposed to your ad, we log it.Step 4 We add rich demographic profiling data on ...
How it worksStep 5 Tailored surveys are sent to exposed and unexposed panelistsStep 6  Combined data sets are delivered fo...
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...
Debenhams & STEELWhat was going on?   Online display campaigns deemed to be a ‘success’   Integrated with TV campaign us...
© 2012 Research Now   20
Debenhams & STEELWe needed to change things1.   We needed to measure the campaign objective not just the campaign     acti...
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 –...
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 campa...
Debenhams & STEELWhat we looked at   Impact of frequency of exposure   Awareness   Message association   Influencing o...
Debenhams & STEELAwareness                    © 2012 Research Now   28
Debenhams & STEELFrequency of exposure                                                           Average Frequency   All e...
Debenhams & STEELSpontaneous awareness40%                %Ch                   C vs Ex                         +21.2%     ...
Debenhams & STEEL  Prompted awareness                                 Debenhams (on or offline) shoppers                  ...
Debenhams & STEELMessage association                      © 2012 Research Now   32
Debenhams & STEEL  ‘Life made fabulous’                  Spontaneous awareness of advertising                          = 3...
Debenhams & STEEL  Association with designers            70%                Spontaneous awareness of advertising          ...
Debenhams & STEELInfluencing behaviour                        © 2012 Research Now   35
Debenhams & STEEL  Post exposure behaviour           Visited Debenhams.com                                    32%         ...
Debenhams & STEEL Propensity to shop        Likely to shop in store                  Likely to shop online   Shopped in st...
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 bet...
Debenhams & STEELAwareness   No significant differences in:     – Awareness of advertising     – Claimed visits or purcha...
Debenhams & STEELExposed women 18-35         66% already shop      84% now likely to             in store            shop ...
Debenhams & STEELExposed women 25 - 45        60% already shop       81% now likely to            in store             sho...
Debenhams & STEEL   What’s driving this?        Association               All exposed   Exposed W18-35   Exposed W25-45   ...
Debenhams & STEELRecommendations                    © 2012 Research Now   44
Debenhams & STEELRecommendations   Distinguish from TV campaign   Whilst maintaining some integration with overall brand...
Debenhams & STEEL  Digital planning 2012          Push                                                              Pull  ...
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   ...
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 prote...
Contact   Martin Filz    Managing Director, EMEA & APAC    Research Now    020 7921 2400    mfilz@researchnow.com   Hele...
© 2011 Research Now   57
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ADimension® - Improving Online Campaigns

  1. 1. ADimension® - Improving Online CampaignsMartin Filz, Research NowHelen Gawor, Steel Marketing
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Current Landscape © 2012 Research Now 5
  6. 6. Online Advertising, from HumbleBeginnings © 2012 Research Now 6
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. ADimension © 2012 Research Now 12
  13. 13. ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels © 2012 Research Now 13
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Case Study - DebenhamsDebenhams & STEEL © 2012 Research Now 17
  18. 18. Debenhams & STEEL Been their digital agency for years! eCRM, social media and online display Carat = media buying © 2012 Research Now 18
  19. 19. 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
  20. 20. © 2012 Research Now 20
  21. 21. 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
  22. 22. Debenhams & STEELWe needed to change things © 2012 Research Now 22
  23. 23. 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
  24. 24. Debenhams & STEELTargeted Placements © 2012 Research Now 24
  25. 25. Debenhams & STEELWe chose ADimension © 2012 Research Now 25
  26. 26. 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
  27. 27. 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
  28. 28. Debenhams & STEELAwareness © 2012 Research Now 28
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Debenhams & STEELMessage association © 2012 Research Now 32
  33. 33. 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
  34. 34. 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
  35. 35. Debenhams & STEELInfluencing behaviour © 2012 Research Now 35
  36. 36. 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
  37. 37. 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
  38. 38. Debenhams & STEELReaching the target audience © 2012 Research Now 38
  39. 39. 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
  40. 40. Debenhams & STEELAwareness No significant differences in: – Awareness of advertising – Claimed visits or purchases – Opinion of Debenhams – However… © 2012 Research Now 40
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. Debenhams & STEELRecommendations © 2012 Research Now 44
  45. 45. 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
  46. 46. 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
  47. 47. Debenhams & STEELWhat’s next for Debenhams measurement © 2012 Research Now 47
  48. 48. 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
  49. 49. Debenhams & STEELSuccess! © 2012 Research Now 49
  50. 50. Outputs and the Future © 2012 Research Now 50
  51. 51. OutputsPanellists Ave. Impressions & Reach © 2012 Research Now 51
  52. 52. OutputsImpressions over time with demographics © 2012 Research Now 52
  53. 53. OutputsLikelihood to purchase © 2012 Research Now 53
  54. 54. OutputsNormative summary © 2012 Research Now 54
  55. 55. 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
  56. 56. 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
  57. 57. © 2011 Research Now 57
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