Online Campaigns: A waste of money or improving your bottom line?


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With the explosion of online advertising, many brands have taken a shotgun approach to reach their audience. But consumers are now demanding more focused, targeted and personalised communications. In this webinar, we will tackle the move from offline to online advertising and show how effective consumer insight can advance your online campaigns and drive conversions.

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Online Campaigns: A waste of money or improving your bottom line?

  1. 1. Online Campaigns:A waste of money orimproving your bottom line?James BurgeManaging Director, APACLuke BigginsClient Development Manager, Australia19th February 2013 1
  2. 2. Agenda1. About Research Now2. How technology changes our lives3. Online advertising market4. The evolution in online media buying5. Assessing the Success of Online Campaigns6. The methodology7. Case Study: Debenhams8. Q&A 2
  3. 3. Online Panels. Digital. Mobile.Global leader of digital data collection and online sampling Largest online panel in the industry – Over 6.5 million panel members – Spanning 38 countries Over 1,200 research professionals dedicated to providing superior client service 25 Offices Worldwide for global excellence and coverage 3
  4. 4. Technology continues to change our lives 4 4
  5. 5. Re-imagination of Connectivity … Then Avant Now Maintenant 5
  6. 6. Re-imagination of News & Information Flow … Then Now Delayed  Real-Time Dedicated Reporters & Cameramen  Citizen reporting via Mobile Devices Regional or National Reach  Global Reach 6
  7. 7. Re-imaginaton of Files & Folders Then Now Print Copies  Always Synced Storage Cabinets  Always Accessible Colour Tabs  Multi-Device Searchable Digital Files 7
  8. 8. The Evolution of Advertising … Then Now 8
  9. 9. 9
  10. 10. Digital to Account for One in Five Ad Dollars Internet marketing currently represents ~25% of all marketing spending and is predicted to reach 50% by 2020 Digital Ad spending in APAC, 2010-2016 Digital Ad Spending Worldwide, 2010-2016 Billion U.S. dollars Billions,% change and % of total media ad spending $163.04 $149.18 $134.65 $118.40Ads spending in billion U.S. dollars $102.83 $87.27 25.9% $72.37 24.8% 23.4% 20.6% 21.7% 19.8% 17.5% 15.2% 17.7% 17.8% 15.1% 13.7% 10.8% 9.3% 2010 2011 2012 2013 2014 2015 2016 Digital ad spending % of change % of share Note: includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all various formats of advertising on those platforms. Source:, Jan 2013 10
  11. 11. The Evolution in Online Media BuyingAs online media buying continues to evolve, oneunchanging factor will always remain – your audience 11
  12. 12. Advertisers Agency PublishersYou are buying, selling or finding audiences We help you to validate your audience & your media buy 12
  13. 13. The MethodologyThe most comprehensive methodology for audiencevalidation and online campaign evaluation Millions of panel members: • Global reach • Opted-in • Deep profiling Cookie data • Higher response rate • Ready to survey • Exposure • Site • Creative • Frequency ………………………….……. Survey data Panel data • Attitudes toward the brand (brand impact) • Demographics • Brand metrics • Profiling • Client questions 13
  14. 14. What is the ADimension Advantage? 14
  15. 15. Audience ValidationValidate that you are reaching your target audienceand identify other opportunity segments Thousands of consumer profile variables Hundreds of B2B attributes 15
  16. 16. Online Campaign EvaluationValidate your audience and evaluate your campaignWhat you get Industry-standard reporting including: − time & placement − frequency of exposure − creative executionWhat else? Socio-demographic data Psychographic data of each panellist exposed to the campaign Profile data 16
  17. 17. The Process 1. Creatives are marked with a "tag" 2. Launch the campaign and track every instance where panel members are exposed to it 3. Evaluation of aggregated tracking data 4. Survey is sent out to the panel members (exposed and unexposed groups) 5. Panel members respond to the survey (target group/non-target group) 6. Data evaluation and processing 17
  18. 18. ADimensionResearch applications Audience validation Website visitation and online behaviour Brand metrics, including purchase intention, ad recall, brand awareness, etc. Comparison with non-exposed groups Survey of different target group segments Pre-test and/or post-test (cross-sectional and longitudinal section studies) 18
  19. 19. Debenhams Case Study 19 19
  20. 20. About DebenhamsCompany profile British department store operating in 24 countries, including: − United Kingdom − Ireland − Germany − India Turnover: US$ 2,209.8 m Profit (net): US$ 117.2 m Mixed distribution: − Stores − Online 20
  21. 21. Debenhams campaign Timeline for campaign: 12th – 25th September TV & online Branding Campaign: "Life Made Fabulous" Core target group: Women in the UK,18 to 45 yo Campaign Objective: Strengthening of the brand to increase sales Research questions regarding the advertising campaign − Does the online advert increase ad recall? − How does the advert affect attitudes and behaviour? To what extent did the campaign achieve its objectives? 21
  22. 22. Debenhams Campaign Study Project Specification Panel: Research Now’s Consumer Panel Questionnaire: Online questionnaire The tracking timeline corresponded to that of the campaign Data collection timeline for online tracking: 12th – 25th September Data collection timeline for online questionnaire: 3rd -16th October Exposed group: N = 500, apportioned Non-exposed group: N = 500, apportioned Target group: Women in the UK, 18 to 45 yo 22
  23. 23. Debenhams Campaign Study Key findings 69% of women were engaged by the campaign 46% were women in the 18 - 45 age bracket Average ad exposure: 2.71 23
  24. 24. Debenhams Campaign StudySpontaneous brand recall (unprompted)25% 21% 20%20% 17%15%10% 8% 7% 7%5%0% Next Debenhams Debenhams Debenhams Debenhams New Look H&M John Lewis (Exp) (EG) (non-exp) (KG) 24
  25. 25. Debenhams Campaign StudyPrompted brand recall70% 59%60% 49%50%40% 37% 36% 35%30% 23%20%10%0% Debenhams Debenhams Debenhams Exp Debenhams Debenhams Debenhams Next Next John Lewis John Lewis None Keine der EG (online) (online shopper) Exp EG (on- & Non-Exp KG of those genannten (on-& off-line) offline) mentioned 25
  26. 26. Debenhams Campaign StudyAssociation of brand and campaign slogans“Life Made Fabulous” is associated with the Debenhams brand name 60% 49% 50% 40% 33% 31% 30% 23% 20% 12% 10% 6% 0% Debenhams Debenhams Exp Debenhams Debenhams Debenhams Debenhams John Lewis John Lewis Next Next None Keine der (online shopper) EG (einfache EG (gestützte Exp Non-Exp KG of those genannten Erinnerung) (on-& off-line) Erinnerung) mentioned 26
  27. 27. Debenhams Campaign Study Influence of the campaign on behaviour Have visited Besuchten 32% Besuchten visited stores Have das Geschäft 21% Survey participants who associated “Life Is Fabulous” with Debenhams stated that Have made purchases online Online-Einkauf 11% more frequently they:  visit the store (27%) Have registered for the email  shop online (17%)Registrierung für E-Mail Newsletter 8% newsletter  visit the website (37%) Have told others about Anderen über Debenhams erzählt 8% Debenhams Folgen Debenhams auf Facebook Follow Debenhams on 2% Keines der genannten None of those mentioned 41% 27
  28. 28. Debenhams Campaign Study Target group W18 - 35 84% stated that they66% have already also wanted to shopshopped in-store in-store in future 57% stated that they25% have already will useused toto shop online shop online in future 28
  29. 29. Debenhams Campaign StudyTarget group W25 - 45 81% stated that they60% have already also wanted to shop in-shopped in-store store in future 25% have already 61% stated that they will used use to to shop online shop online in future 29
  30. 30. Conclusions of Debenhams Study Strengthening of the Debenhams Brand − Unprompted and prompted brand recall was increased by the campaign. − Online advertising contributed to increased brand recall. − Clear increase in core target group members, who will visit a store or the online shop as a result of the campaign. Did the advert reach the target group? − In total, 46% of all exposure to adverts was by the core target group. 30
  31. 31. Summary  Greater need for advertisers to measure ROI  The wealth of data available can now be combined and understood  Enhanced insights: online campaign effectiveness measurement opportunities are better than ever  Greater accuracy: based on actual online behaviour not only recall 31
  32. 32. Q&AJames BurgeLuke Biggins19th February 2013Contact phone: +61 2 9273 32