Engagement ROI

Engagement ROI Adrien Vielliard Interactive.agency

Who clicks on banner Ads? What is the % of internet user who click on display ad? 16 %  Only 16% of users click on banner ads. Source: Comscore, Whither the click, nov 08

“ Brand adverti s ing is about carving out space in Consumer's mind” Display ads create awareness and familiarity

Consumers exposed to a display ad were 65% more
likely to visit an advertiser's website after one w eek.
What is the effect of banner ads ?  That´s increased Brand awarness Source: Comscore, Whither the click, nov 08

So what do users do?

Brand Metrics Direct response Reporting What metrics for display? ● Impressions ● Clicks / CTR ● Post click analysis ● Reach ● Brand related searches ● Brand studies ● Engagement metrics   

Display Vs. Performance  Display and Performance are complementary!!

What is the approach of Slovenian adverti s ing market? Research by :

What kind of marketing? Branding vs. Performance Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers. Branding 45 % Performance 47 % Can not answer 8 % 50 / 50 split

What is your main advertising channel? Main ad. Channel Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers. TV and Print are still on top of minds

Media used in Campaigns Media used in Campaigns Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Media effectiveness Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers. TV and Online are percieved as most effective Extremly innefective innefective Not efective not innefective effective Extremly effective average TV 1,4 8,5 59,2 31,0 4,2 Radio 1,4 1,4 32,4 56,3 8,5 3,7 Online 2,8 19,7 47,9 29,6 4,0 OOH 7,0 32,4 53,5 7,0 3,6 Cinema 5,6 33,8 38,0 21,1 1,4 2,8 Print 5,6 35,2 52,1 7,0 3,6 Mobile 5,6 16,9 39,4 32,4 5,6 3,2

Budget used for online Budget spent online Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers. Most companies spend 10% or less on Online

50% of adverti s ers measure ROI on Online campaigns, But what do they measure?

Online measurements Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Research conclusions
Branding vs. Performance: 50% / 50%
TV, Print, OOH still main advertising channels
Online is used in almost every campaign but rarely with more than
10% of the total budget
Online and TV are percieved as the most effective media by
advertisers and agencies
Advertisers for the online campaigns measure often only
quantitative data also for the branding campaigns

Brand metrics in the online world
Successful ROI measurement include both:
Quantitative Analysis.
$ales, Qualified leads, Re-acquisitions.
Clicks, Impressions.
Other traditional measurement.
Qualitative Analysis
Before and after branding campaign analysis.
Community = current friends
Engagement = post, comments.
Reputation = Total page impressions / no. of times link followed.
Qualitative =
authority, interactions, loyalty, satisfaction, feedback.

Online is an effective medium for branding and performance ... … but measuring clicks is not enough anymore!

Engagement ROI

by Damjan Planinc on Nov 29, 2009

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