Improving & Measuring Online Advertising
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Improving & Measuring Online Advertising

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John Ferguson, Associate Client Development Director, will be looking into how you can best measure the effectiveness of your online advertising and avoid the pitfalls that many face whilst trying to ...

John Ferguson, Associate Client Development Director, will be looking into how you can best measure the effectiveness of your online advertising and avoid the pitfalls that many face whilst trying to measure ROI.

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Improving & Measuring Online Advertising Improving & Measuring Online Advertising Presentation Transcript

  • Improving & Measuring Online AdvertisingJohn FergusonAssociate Client Development DirectorMarch 15th, 2012
  • Today’s Agenda About Research Now The online landscape Current measurement methods Case Studies  River Island  Debenhams The future Q&A © 2012 Research Now 2
  • About Research NowResearch Now: the largest online panel provider globally Digital Data Collection Experts either passively or overtly 6.5+ million opted-in panellists globally 38 country panels around the World 5,000+ clients throughout Europe, the Americas and Asia-Pacific © 2012 Research Now 3
  • The Online Landscape © 2012 Research Now 4
  • Online Advertising is now a £4 billionindustry in the UK With over a quarter of all ad-spend in the digital medium, and growing, advertisers need to accurately measure ROI © 2012 Research Now 5
  • Current Measurement Methods © 2012 Research Now 6
  • Current methods for online ad tracking 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 try to measure ad effectiveness through surveys… © 2012 Research Now 7
  • 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 8
  • Panel Ad Tracking Need a large fully opted-in cookied panels An EU Directive will be implemented in June, which will require opt-in for cookie tracking. © 2012 Research Now 9
  • ADimension: Gaining the whole pictureCombining Audience Measurement with Opt-in Panels © 2012 Research Now 10
  • How it worksStep 1 Research Now panellists 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 11
  • How it worksStep 3 Every time a panellist is exposed to your ad, we log it.Step 4 We add rich demographic and profiling data from exposed panellists © 2012 Research Now 12
  • How it worksStep 5 Tailored surveys are sent to exposed and unexposed panellistsStep 6 Combined data sets are delivered for you to power insights © 2012 Research Now 13
  • Case StudiesRiver Island & Debenhams © 2012 Research Now 14
  • River IslandStudy Objectives  What is the impact of frequency of exposure?  Are we reaching the right audience?Results ...
  • Reassuringly,more online advertising = more ad recall 16% Ad Recall% Recall Seeing the Online Ad Average among exposed 14% Average among control 12% 10% 8% 6% 0 2 4 6 8 10 12 # of Ad Impressions Line estimated from exposed and non-exposed respondents, n=1,062 Slope estimation significant at 95% confidence level
  • We reached (mostly) the right people 0-17 2% 18-24 24% None / not specified 6% 25-34 25% F 0% 35-44 19% E 11% 45-54 16% D 8% 55-64 10% C2 15% 65+ 4% C1 33% B 20% A 7% Male 29% Female 71%
  • Debenhams Study Objectives  What was the impact on brand awareness?  Did the campaign messaging work?  Were opinion and behaviour influenced? Results ...
  • DebenhamsSpontaneous awareness % increase - Control vs Exposed 21.2% 40% 20% 17% 8% 7% 7% 6% 5% Next Asda Debenhams Tesco Marks & Spencer H&M John Lewis New Look © 2012 Research Now 19
  • “Life made fabulous”Targeted Placements © 2012 Research Now 20
  • DebenhamsPost exposure behaviour Visited Debenhams.com 32% Visited a store 21% Made a purchase in store 11% Signed up for Debenhams emails 8%Told someone else about Debenhams 8% Purchased from Debenhams.com 6% Followed Debenhams on Facebook 2% None of the above 41% © 2012 Research Now 21
  • DebenhamsExposed women 25 - 45 60% already 81% now likely to shop in store shop in store 25% already shop at 61% now likely shop Debenhams.com at Debenhams.com © 2012 Research Now 22
  • The future © 2012 Research Now 23
  • What’s Next? Big data is here to stay. However it’s about how you analyse it Tools are evolving: how do we converge these?  360° analysis of ad effectiveness  Mobile  Meter downloads (with consent)  Web listening and tracking We have an exciting future! © 2012 Research Now 24
  • Questions?John FergusonAssociate Client Development Director (Ad and Media)tel. 020 7921 2400email: jferguson@researchnow.com © 2012 Research Now 25