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Presentation of gemiusDirectEffect 2.0 - the new version of Gemius ad monitoring tool for agencies and advertisers

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  1. 1. gemiusDirectEffect // gemiusEffect Presentation of the Research Campaign tracking and effectiveness measurement Author: Jarosław Kaczyński Warsaw 2010 March 2011flue
  2. 2. gemiusDirectEffect // Solutions gemiusDirectEffect Tracking scripts, site-centric measurement MAIN OBJECTIVE Measuring the delivery, instant response, delayed Measuring campaign reponse - post view, actions, effectiveness conversions CAMPAIGN TRACKING DIRECT RESPONSE BRANDING TARGET gemiusBrandingEffect REACH Control and exposed gemiusProfileEffect questionnaires filled in by users Panel data combined with tracking scripts Campaign impact on brand awareness, perception, message Post-buy analysis of association... campaign’s audience profile. Demographic composition of the campaignflue
  3. 3. gemiusDirectEffect // Background Cooperation with Media Houses on gemiusDirectEffect OMG 1000 The system Carnation campaigns is used by Starcom monitored per ZenithOptimedia month MEC Interaction MindShare MediaCom Initiative Media PanMedia Universal McCann Havas Caratflue
  4. 4. gemiusDirectEffect // Research methodology Technical platform that gives you the possibility to run complex campaign effectiveness studies (gemiusBrandingEffect, gemiusProfileEffect, measurement of direct effects on Client’s website). gemiusDirectEffect is a quantitative study. Tracking scripts embedded in the codes of the campaigns creatives are responsible for monitoring impressions and clicks on the creatives. The system can also serve the creatives. Cookie technology 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.flue Geographical origin is identified by the user’s (cookie’s) IP.
  5. 5. gemiusDirectEffect // Ad campaign tracking - Solution Which creative formats proved effective and in what way? What was the engagement of the users (cookies) within the campaign? gemiusDirectEffect Which placements campaign tracking proved effective and in How did the what way? campaign perform over consecutive Main aim is to evaluate the days? direct effect of the campaign Where did the users How did the campaign (cookies) who were influence viewing the exposed to the campaign target page and connect from? performing actions?flue
  6. 6. gemiusDirectEffect // Reach and campaign effectiveness CTR Cookie Cookie clicks First Next impressions TTC And many others: UCTR Frequency Actions Reach User Clicks Closures Costs (CPM, CPC, CPA, . effectiveCPM, CPU, CPL) Operating Systems Browsers Regionsflue Cities
  7. 7. gemiusDirectEffect Make up your own categories, // labels & indicators!flue
  8. 8. gemiusDirectEffect // Proper user identification Find out real reach of your advertising campaign! Presentation of results by weeks and months vs Cookies Real Usersflue
  9. 9. gemiusDirectEffect // Analysis of landing of users activity on the campaign microsite / action pages Users on the campaign microsite / action pages Have seen Have not the ad seen the ad Did not click on the ad Example: Loyalty of users visiting Clicked on the ad Post-click group Post-view groupflue
  10. 10. gemiusDirectEffect // Easy way to measure any interactions Number of Users Number of interactions generating interactions Any kind of interactions: mouse over, reply, start play etc…flue
  11. 11. gemiusDirectEffect // Simple handling of multiclick creativesflue
  12. 12. gemiusDirectEffect // Wide variety of rich media creatives ( – continuously developed )flue
  13. 13. gemiusDirectEffect // Interface (Ajax based, multitasking) 1 Advanced user rights Media House Owner Advertiser Traffic Media Publisher planner MH1flue
  14. 14. gemiusDirectEffect // Interface 2 Intuitive campaign managementflue
  15. 15. gemiusDirectEffect // Interface 3 Real-time Statisticsflue
  16. 16. gemiusDirectEffect // Interface 4 Easy-to-understand statistics - Rankingsflue
  17. 17. gemiusDirectEffect // Interface 4 Easy-to-understand statistics – Time framesflue
  18. 18. gemiusDirectEffect // Interface 4 Easy-to-understand statistics – Accumulationflue
  19. 19. gemiusDirectEffect // Interface 4 Easy-to-understand statistics – Distributionsflue
  20. 20. gemiusDirectEffect // Reporting Summary Periodic Reporting on a Campaign Reach Analyzing Benchmarks based on customized Report Post-buy Report for a Campaign Report campaign / placement / creative categories Comparison of Campaigns touch point and system advertising spaceflue
  21. 21. gemiusDirectEffect // What else? Advanced Alert can be set for impression, click, successful click, action and interaction Alerting statistics. System System can display more creatives with the Automatic following settings: random, cycled, Campaign sequential, best performing, share of voice. Optimization Constant Action path statistics, special video statistics, Product demography of campaign’s audience, in-flue Development screen impressions and many more.
  22. 22. gemiusDirectEffect // gemiusEffect – comprehensive research study AD CAMPAIGN TRACKING To estimate the effectiveness of the How many users were exposed to the the advertising campaign. campaign? How many actions were performed? ? ? BRANDING What was the impact on the awareness of the brand? What was the impact on the brand image and ? TARGET REACH What was the socio- purchase intent? demographic profile of users who were exposed to the campaign?flue
  23. 23. gemiusDirectEffect // Benefits Learn how your target group perceives your brand (Pre/Post test or Control/Exposed method) Position the brand versus its competitors BrandingEffect Understand how the creatives were evaluated by the internet users Track the product’s/service’s brand awareness regularly to see branding results Optimize your creatives and landing pages Get a quick overview of your campaign’s performance DirectEffect Check if you spend your ad budgets effectively Find proper media buying models for your products and services Track the action paths and detect where your users drop out (lose interest) Get to know who is exposed to your ad campaign and who is interacting with it Find out about new potential target groups interested in your products/services ProfileEffect Learn if your campaign reached the targeted audience Build your knowledge and adjust your future communicationflue
  24. 24. gemiusDirectEffect // Contact: Tamás Ács gemiusDirectEffect Brand Manager E-mail: Mobile: (+36 20)543 3628 Skype: tamas.acsflue