Measuring Google Display Network (GDN) in the mix

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Measuring Google Display Network (GDN) in the mix

  1. 1. Cross Media AnalysisMeasuring Google Display Network (GDN)in the media mix 1
  2. 2. Main contentSummarySet-up and Objectives • Campaign objectives • Study objectives • ROI model • Set-up researchAnalysis • Cost • Impact • Cost/effectOutcomes & implicationsAppendix 2
  3. 3. SummaryMain conclusions Google Display Network most efficient at driving visits to website (>15s). 1 •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP. TV reaches majority of population. Google Display Network has lowest cost/GRP. •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. 2 •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a high effective reach. Targeting quality to be increased by better definition of target audience. •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the quality of 3 targeting. •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior.Background ROI ModelIndustry Car Insurance AllSecur CostObjective Increase sales, measured by increase in website visits to AllSecur domain with duration longer than 15 secondsResearch Type Cross Media: TV, Radio, Online (Display Targeting Cost/Effect on Google and IMX) Impact 3
  4. 4. TV most effective in driving website visits,Google Display Network most efficient Impact Effectiveness EfficiencyKPI score on KPI score on Impact x Reach Impact x Reach -exposed group unexposed group Budget Site visit > 15 sec 4
  5. 5. Set-up and objectives 5
  6. 6. Campaign Objective & Creative MaterialsCampaign objective •  Drive visits to Allsecur website with a duration longer than 15 secondsTVCommercial for independent car insurance comparisonCommercial for claims supportOnline 6
  7. 7. Study objectivesMain Research questions 1 Online and off-line have different “languages”: how do we integrate towards one currency? 2 Online and off-line have different impact and cost: how do we compare them?Research Questions TV, Radio & Online •  How do cost per GRP/Impressions for TV, Radio and Online compare? •  How do reach and (effective) frequency compare? •  How much of the Radio and Online reach is unique? •  How does targeting of Radio and Online compare to TV? •  What is the impact of TV, Radio and Online on website visits? •  How do cost/effect (ROI) for TV, Radio and Online compare in driving website visits ? 7
  8. 8. ROI Model Cost Targeting Cost/Effect Impact Efficiency consists of three components; (1) cost per contact, (2) % of waste generated (wrong target group or people not being in market for your product) and (3) impact caused by the format (each individual media type has a different impact per contact). 8
  9. 9. Set-up Research Week 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 1 2 3 4 5 6 7 8 9 Onafhankelijke Vergelijker SchadecoachTVRadioGDN AwarenessGDN SalesGDN AwarenessGDN Sales 9
  10. 10. Single Source Media Research TV Radio Visits to website Media Online Psycho Demo- graphic Personal graphic“Single source” measurement means that from each member of the panel we know the media consumption (TV, Radio and Online) as well as thewebsite visitation behavior. This allows for a calculation of media impact on this metric. 10
  11. 11. Analysis 2: Cost CostTargeting Cost/Effect Impact 11
  12. 12. TV reaches majority of population, GDN has lowest cost/GRP Budget allocation Cost/GRP (indexed) ReachAvg contactfrequency 12.0 48.5 16.5 9.7GRPs 1154 4283 658 246 12
  13. 13. 1+ Reach: TV reaches majority of population Media type mentioned second Overlapping reach between both media Media type mentioned firstReach has been measured over the total half year period 13
  14. 14. 3+ and 5+ Reach: At effective contact frequenciesoverlapping reach between media decreases Left column: 3+ reach Right column: 5+ reach Media type mentioned second Overlapping reach between both media Media type mentioned first 14
  15. 15. Analysis 2: Impact Cost Targeting Targeting Cost/Effect Impact Impact 15
  16. 16. No uplift in website visits as a result of Radio contacts.TV +46% and GDN +36%.Site visit > 15 secEffects shown are without the influences of other media types, effects are single media effects 16
  17. 17. Optimal frequency for TV is between 3 and 5Optimal frequency for Online is between 5 and 8Percentage that stays on website > 15 seconds TV IMX Display Google Display Radio Number of contacts with media 17
  18. 18. Analysis 3: Cost/Effect (ROI) CostTargeting Cost/Effect Cost/Effect Impact Impact   18
  19. 19. Calculation of effect and efficiency KPI score on - KPI score on Vision & Impact Mission = exposed group unexposed group Effectiveness = Impact x Reach Impact x Reach Cost/Effect = ____________ Budget 19
  20. 20. TV most effective in driving website visits,Google Display Network most efficient Impact Effectiveness EfficiencyKPI score on KPI score on Impact x Reach Impact x Reach -exposed group unexposed group Budget Site visit > 15 sec 20
  21. 21. Outcomes & Implications 21
  22. 22. TV most effective in driving website visits,Google Display most efficient due to lower cost Cost Radio Index: 4.5 Google Display Index: 14.0 IMX Index: 13.4 Targeting Cost/Effect Radio Index: 1.5 Radio Index: 0 Google Display Index: 1.2 Google Display Index: 7.8 IMX Index: 1.1 IMX Index: 4.2 Impact Radio Index: 0 Google Display Index: 0.46 IMX Index: 0.31 22
  23. 23. Outcomes & implications Google Display Network most efficient at driving visits to website (>15s). 1 •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP. TV reaches majority of population. Google Display Network has lowest cost/GRP. 2 •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a high effective reach. Targeting quality to be increased by better definition of target audience. •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the 3 quality of targeting. •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior.Note: Radio did not have an impact on website visits despite high reach and low cost/GRP. This study evaluated website visits as a direct response metric, however radiomay have driven awareness which was outside the scope of the study. 23
  24. 24. Appendix 24
  25. 25. Profile of sampleEducationDistrict Demographic Situation 25

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