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A Brand Impact Case Study---PaulFisher

A Brand Impact Case Study---PaulFisher

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A Brand Impact Case Study- A Brand Impact Case Study- Presentation Transcript

  • 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