A Brand Impact Case Study –
Online
November 2008
Paul Fisher
Chief Executive Officer
paul.fisher@iabaustralia.com.au
Proprietary 2008 The Nielsen Company

The Researcher:
Supported by:
The Client:
Sultana Bran
The Brand:
The Agency:
The Publishers:
The adserving:
2

Study Objectives
Measure the impact and effectiveness of a typical online
advertising campaign, specifically measuring the impact on:
– Brand awareness
– Brand sentiment
– Brand consideration
– Purchase Intention
– Recommendation
3
Proprietary 2008 The Nielsen Company

Inventory
• Mix of contextual placement and general ROS
• Five week campaign period
• Creative included IAB Australia standard:
• Medium rectangles
• Leader board
• Streaming video mrec
• Skyscrapers
• Half page formats
4
Proprietary 2008 The Nielsen Company

Creative Executions
5
Proprietary 2008 The Nielsen Company

Creative Executions, Video mrec
6
Proprietary 2008 The Nielsen Company

Brand Performance
7
Proprietary 2008 The Nielsen Company

Brand Awareness
Target Audience
Kellogg's Sultana Bran
+5
96%
(Exposed)
Brand A 95%
Brand B 94%
Brand C 94%
Brand D 94%
Brand E 93%
Kellogg's Sultana Bran
91%
(Control)
Brand F 88%
Brand G 77%
Brand H 70%
Brand I 69%
0% 20% 40% 60% 80% 100% 120%
8
Control n=883, Exposed n=580
Proprietary 2008 The Nielsen Company

Brand Awareness
Target Audience x Execution Format
Kellogg's Sultana Bran
+7
Control Standard Creative Video Creative
+4
100% 98%
96%
95%
91%
90%
85%
80%
75%
70%
Control Standard Creative Video Creative
9
Control n=883, Standard Creative n=505, Video n=197
Proprietary 2008 The Nielsen Company

Brand Consideration
Target Audience
Brand A 77%
65%
Brand B
Brand C 60%
59%
Kellogg's Sultana Bran (Exposed)
Brand D 58%
Kellogg's Sultana Bran (Control) 54%
Brand E 42%
Exposure to the campaign resulted in a 5 point
Brand F 42%
directional movement in brand consideration (8%)
Brand G 29%
Brand H 28%
Brand I 24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
10
Control n=883, Exposed n=580
Proprietary 2008 The Nielsen Company

Brand Consideration
Target Audience by Execution
Brand A 77%
Brand B 65%
+8
62%
Kellogg's Sultana Bran (Video Creative)
60%
Brand C
Brand D 58%
+3
Kellogg's Sultana Bran (Standard Creative) 57%
54%
Kellogg's Sultana Bran (Control)
42%
Brand E
Brand F 42%
Brand G 29%
28%
Brand H
24%
Brand I
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
11
Control n=883, Standard Creative n=505, Video n=197
Proprietary 2008 The Nielsen Company

Sultana Bran Purchase Intention
100%
90%
80%
70%
Exposure to the campaign resulted in a 5 point
60%
increase in intention to purchase (19%)
50%
40%
+5
30%
20%
30%
25%
10%
%
Control Exposed
Very Unlikely
Somewhat Unlikely
Neutral
13% 17%
Somewhat Likely
12% 13%
Very Likely
12
Control n=883, Exposed n=580
Proprietary 2008 The Nielsen Company

Nielsen Online Brand Impact Pyramid
Target Audience
Purchase Intent 30%
Advocacy 60%
Purchase Intent 25%
Advocacy 55% Consideration
59%
Consideration
54% Sentiment 58%
Sentiment 52%
Awareness 96%
Awareness 91%
Control Exposed
13
Control n=883, Exposed n=580
Proprietary 2008 The Nielsen Company

Today, how good are Australian marketers at achieving brand
consistency online?
A: Not very good
B: OK
C: I don’t really notice