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RESEARCH OF THE ADVERIGO CAPTCHA EFFICIENCY
based on the ad campaign of Skype
“Skype makes us closer”
2
Initial data
The purpose of research
Brand Lift indexes:
Reveal the efficiency of using ADVERIGO CAPTCHA as an advertism...
3
Initial data
The selection:
100respondents
were granted
by OMI company
http://www.omirussia.ru/
50users
have entered the...
4
Target audience
age
men and women
martial status monthly income (RUB)
per person, %
occupation type, %education, %
Initi...
5
Which of the following attributes does
the Skype ad characterize the best
in Adverigo CAPTCHA?
User attitude towards Adv...
6
Results of the research
What did users remember
in the Skype ad campaign
in ADVERIGO CAPTCHA?
How do users remember
the ...
7
Results of the research
The result of the campaign in ADVERIGO CAPTCHA
AWARENESS ASSOCIATION FAVORABILITY INTENT
Raising...
8
Результаты исследования
Повышение показателя Awareness*
“Top-of-mind”
knowledge
Spontaneous
knowledge
Hinted
knowledge
*...
9
Results of the research
Raising the Association* index
What your general impression
of Skype is?
* Association — extent ...
10
Results of the research
Raising the Favorability* index
Brand attitude
(Net Promoter Score)
Depending on the score of t...
11
Results of the research
Rising the Intent* index
Are you planning to try Skype
in nearest future?
* Intent — the intent...
12
Conclusion
Research shows that using ADVERIGO CAPTCHA tool had a great positive influence on Brand Lift indexes
growth....
13
Контакты
Alexey Gradov
CEO
+7 (911) 724-23-32
agradov@adverigo.com
Lesya Prus,
Country Manager
lesya.prus@gemius.com
An...
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Adverigo CAPTCHA efficiency research for Skype

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Research of efficiency of online advertising tool Adverigo CAPTCHA, conducted by Gemius.
Objectives of the campaign: raising awareness among users about a product, increase memorability of name and key visuals.
Solution: use innovative tool of Adverigo CAPTCHA.
Parameters: Brand Lift (Awareness, Association, Recal, Favorability, Intent) and it's increase.

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Adverigo CAPTCHA efficiency research for Skype

  1. 1. RESEARCH OF THE ADVERIGO CAPTCHA EFFICIENCY based on the ad campaign of Skype “Skype makes us closer”
  2. 2. 2 Initial data The purpose of research Brand Lift indexes: Reveal the efficiency of using ADVERIGO CAPTCHA as an advertisment tool via analisys of raising Brand Lift indexes in Skype, ad campaign. • Awareness — extent to which a brand is recognized by potential customers, and is correctly associated with a particular product • Association — extent to which a brand is correctly associated with a particular marketing concept or campaign • Recall — remembrance of specific ad campaigns that have been heard, seen or otherwise experienced • Favorability — the preference of specific brands or value perception in a particular category • Intent — the intent to purchase from or participate with a particular brand
  3. 3. 3 Initial data The selection: 100respondents were granted by OMI company http://www.omirussia.ru/ 50users have entered the code in Adverigo CAPTCHA 50users have not entered the code in Adverigo CAPTCHA 30 720 000 320 000days shows inputs of CAPTCHA Campaign settings
  4. 4. 4 Target audience age men and women martial status monthly income (RUB) per person, % occupation type, %education, % Initial data 1.2% 4.1% 10.5% 11.6% 72.7% 5 001- 10 000 10 001- 15 000 15 001- 20 000 15 001- 20 000 20 001- 30 000 30 001- 45 000 45 001- 60 000 27-3518-26 48% 52% Not married Married or live together Divorced, live separately with spouse up to 5 000 hard to answer Incomplete secondary education Secondary education Intermediate professional training Incomplete college College graduate Self-emloyed Not-qualified worker Qualified worker Supervisor Not graduated manager Entrepreneur Graduated professional Middle manager Executive officer Unemployed Household Student
  5. 5. 5 Which of the following attributes does the Skype ad characterize the best in Adverigo CAPTCHA? User attitude towards Adverigo Captcha tool Results of the research How annoying the format of delivering information is? 62% Simple Сomprehensible Catchy Attractive Creative Aggresive very annoying not annoying at all
  6. 6. 6 Results of the research What did users remember in the Skype ad campaign in ADVERIGO CAPTCHA? How do users remember the format of delivering infor- mation in the captcha? How do users understand the format of delivering informa- tion in the captcha? 27% 15% 15% The advertisment memorability in Adverigo Captcha tool creative and actual color scheme features of Skype 76% 60% don’t rememeber at all don’t understand at all remember it very well understand it very well
  7. 7. 7 Results of the research The result of the campaign in ADVERIGO CAPTCHA AWARENESS ASSOCIATION FAVORABILITY INTENT Raising the Brand Lift indexes 44% 54% +23% 49% 56% +14% 23% +61% 37% 27% +81% 49%
  8. 8. 8 Результаты исследования Повышение показателя Awareness* “Top-of-mind” knowledge Spontaneous knowledge Hinted knowledge * Awareness — extent to which a brand is recognized by potential customers, and is correctly associated with a particular product “Top-of-Mind” knowledge (the respondent called brand first without any hint) Spontaneous knowledge (the respondent called brand without any hint) Hinted knowledge (the respondent called brand using hint) 21% 24% 14% 44% 54% 95% 100% 23% 5% without any shows in ADVERIGO CAPTCHA there were shows in ADVERIGO CAPTCHA
  9. 9. 9 Results of the research Raising the Association* index What your general impression of Skype is? * Association — extent to which a brand is correctly associated with a particular marketing concept or campaign 64% 63% 53% 43% 56% 52% 63% 47% 37% 46% +23% +13% +16% +22% without any shows in ADVERIGO CAPTCHA there were shows in ADVERIGO CAPTCHA Comfortable Popular Recommended For someone like me Simple
  10. 10. 10 Results of the research Raising the Favorability* index Brand attitude (Net Promoter Score) Depending on the score of the answer on Net Promoter question, we may highlight three types of users: • Promoters = 9/10 rate respondents • Neutrals = 7/8 rate respondents • Critics = 0/6 rate respondents Net Promoter Score is calculated in percents as difference between Promoters and Critics. Positive NPS (> 0) generally is consid- ered as good. * Favorability — the preference of specific brands or value perception in a particular category 23% 37% 61% 24% 25% 47% 18% 18% 55% without any shows in ADVERIGO CAPTCHA without any shows in ADVERIGO CAPTCHA Critics Neutrals Promoters there were shows in ADVERIGO CAPTCHA there were shows in ADVERIGO CAPTCHA
  11. 11. 11 Results of the research Rising the Intent* index Are you planning to try Skype in nearest future? * Intent — the intent to purchase from or participate with a particular brand 11% 6% 8% 11% 28% 25% 27% 49% 26% 9% Not planning at all More no than yes More yes than no Definitely planning I don’t know without any shows in ADVERIGO CAPTCHA there were shows in ADVERIGO CAPTCHA 81% 45% 65%
  12. 12. 12 Conclusion Research shows that using ADVERIGO CAPTCHA tool had a great positive influence on Brand Lift indexes growth. +23% +14% +61% +81%AWA R E N E S S C T R (14 500 сlicks) U N I Q U E C T R A S S O C I AT I O N FAV O R A B I L I T Y I N T E N T 2.00% 3.68% Additional indexes ofSkype ad campaign efficiency:
  13. 13. 13 Контакты Alexey Gradov CEO +7 (911) 724-23-32 agradov@adverigo.com Lesya Prus, Country Manager lesya.prus@gemius.com Anna Vladimirova Key Account Manager +7 (906) 251 85 90 anna.v@adverigo.com Tamara Vargina Senior Digital Media Planner tamara.vargina@danempower.com

Research of efficiency of online advertising tool Adverigo CAPTCHA, conducted by Gemius. Objectives of the campaign: raising awareness among users about a product, increase memorability of name and key visuals. Solution: use innovative tool of Adverigo CAPTCHA. Parameters: Brand Lift (Awareness, Association, Recal, Favorability, Intent) and it's increase.

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