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gemiusWorkShop 2011, Tamas Acs, Gemius


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Presentation by Tamas Acs, gemiusEffect Brand Manager.

gemiusWorkShop, March 3rd, 2011, Riga, Latvia

Published in: Technology
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gemiusWorkShop 2011, Tamas Acs, Gemius

  1. 1. gemiusEffect Presentation of the Research<br />Campaign tracking and effectiveness measurement<br />March 2011<br />
  2. 2. Solutions<br />gemiusDirectEffect<br />Tracking scripts, site-centric measurement <br />Measuring the delivery, instant response, delayed reponse - post view, actions, conversions<br />MAIN OBJECTIVE<br />Measuring campaign effectiveness<br />CAMPAIGN TRACKING<br />DIRECT RESPONSE<br />BRANDING<br />TARGET REACH<br />gemiusBrandingEffect<br />Control and exposed questionnaires filled in by users<br />Campaign impact on brand awareness, perception, message association...<br />gemiusProfileEffect<br />Panel data combined with tracking scripts<br />Post-buy analysis of campaign’s audience profile.<br />Demographiccomposition of the campaign<br />
  3. 3. Background<br />Cooperation with Media Houses on gemiusDirectEffect<br />OMG<br />Carnation<br />Starcom<br />ZenithOptimedia<br />MEC Interaction<br />MindShare<br />MediaCom<br />Initiative Media<br />PanMedia<br />UniversalMcCann<br />Havas<br />Carat<br />The system <br />is used by<br />1000<br />campaigns monitored per month<br />
  4. 4. Research methodology<br />Technical platform <br />that gives you the possibility to run complex campaign effectiveness studies (gemiusBrandingEffect, gemiusProfileEffect, measurement of direct effects on Client’s website).<br />gemiusDirectEffect<br />is a quantitative study.<br />Tracking scripts<br />embedded in the codes of the campaign's creatives are responsible for monitoring impressions and clicks on the creatives. The system can also serve the creatives.<br />Cookie technology <br />is used to differentiate individual users (cookies). This technology enables us to present information about the number of impressions and clicks on the advertisement as well as the number of users (cookies) whom the campaign reached and who directly responded to the campaign, either by clicking on the creative or later visiting the advertiser’s website (without clicking). In several countries gemiusDirectEffect also gives information on the number of real users reached by the advertising campaign.<br />Geographical origin <br />is identified by the user’s (cookie’s) IP.<br />
  5. 5. Which creative formats proved effective and in what way?<br />Ad campaign tracking - Solution<br />What was the engagement of the users (cookies) within the campaign?<br />Which placements proved effective and in what way?<br />How did the campaign perform over consecutive days?<br />gemiusDirectEffect<br />campaign tracking<br />Main aim is to evaluate thedirect effect of the campaign<br />Where did the users (cookies) who were exposed to the campaign connect from?<br />How did the campaign influence viewing the target page and performing actions?<br />
  6. 6. Reach and campaign effectiveness<br />CTR<br />Cookie clicks<br />Cookie impressions<br />Next<br />First<br />TTC<br />And many others:<br />Frequency<br />Actions<br />Closures<br />Costs (CPM, CPC, CPA, effectiveCPM, CPU, CPL)<br />Operating Systems<br />Browsers<br />Regions<br />Cities<br />UCTR<br />Reach<br />User Clicks .<br />
  7. 7. Make up your owncategories, labels & indicators!<br />
  8. 8. Proper user identification<br />Find out real reach of your advertising campaign! <br />Presentation of results by weeks and months <br />vs<br />Cookies<br />Real Users<br />
  9. 9. Analysis of landing of users activity on the campaign microsite / action pages<br />Users on the campaign microsite / action pages <br />Have seen the ad<br />Have not <br />seen the ad<br />Did not click on the ad<br />Example: Loyalty of users visiting <br />Clicked<br />on the ad<br />Post-click group<br />Post-view group<br />
  10. 10. Easy way to measure any interactions<br />Number of interactions<br />Number of Users<br />generating interactions<br />Any kind of interactions: mouse over, reply, start play etc…<br />
  11. 11. Simple handling of multiclickcreatives<br />
  12. 12. Wide variety of rich media creatives ( – continuously developed ) <br />
  13. 13. Interface (Ajax based, multitasking)<br />1<br />Advanced user rights<br />
  14. 14. Interface<br />2<br />Intuitive campaign management<br />
  15. 15. Interface<br />3<br />Real-time <br />Statistics<br />
  16. 16. Interface<br />4<br />Easy-to-understand statistics - Rankings<br />
  17. 17. Interface<br />4<br />Easy-to-understand statistics – Time frames<br />
  18. 18. Interface<br />4<br />Easy-to-understand statistics – Accumulation<br />
  19. 19. Interface<br />4<br />Easy-to-understand statistics – Distributions<br />
  20. 20. Reporting<br />Summary<br />Report<br />Reach<br />Report<br />Periodic Reporting on a Campaign<br />Post-buyReportfor a Campaign<br /> Comparison of Campaigns<br />Analyzing Benchmarks based on customized <br /> campaign / placement / creative categories <br /> touch point and system advertising space<br />
  21. 21. What else?<br />Alert can be set for impression, click, successful click, action and interaction statistics.<br />Advanced <br />Alerting <br />System<br />System can display more creatives with the following settings: random, cycled, sequential, best performing, share of voice. <br />Automatic <br />Campaign<br />Optimization<br />Constant<br />Product Development<br />Action path statistics, special video statistics, demography of campaign’s audience, in-screenimpressions and many more.<br />
  22. 22. gemiusEffect – comprehensive research study<br />AD CAMPAIGN <br />TRACKING<br />Howmanyusers were exposed to thecampaign? How many actions were performed?<br />To estimate theeffectivenessofthetheadvertising campaign.<br />?<br />?<br />BRANDING<br />What was the impact on the awareness of thebrand? What was the impact on the brand image and purchase intent? <br />?<br />TARGET REACH<br />What was the socio-demographic profile of users whowereexposed to the campaign?<br />
  23. 23. Benefits <br />Learn how your target group perceives your brand (Pre/Post test or Control/Exposed method) Position the brand versus its competitors <br />Understand how the creatives were evaluated by the internet users<br />Track the product’s/service’s brand awareness regularly to see branding results<br />BrandingEffect<br /> Optimize your creatives and landing pages <br />Get a quick overview of your campaign’s performanceCheck if you spend your ad budgets effectively Find proper media buying models for your products and servicesTrack the action paths and detect where yourusers drop out (lose interest)<br />DirectEffect<br />Get to know who is exposed to your ad campaign and who is interacting with itFind out about new potential target groups interested in your products/servicesLearn if your campaign reached the targeted audienceBuild your knowledge and adjust your future communication<br />ProfileEffect<br />