Can we just move beyond Clickthrough Rates already?Alan ThompsonIpsos ASI, Vice President, Digital Product DevelopmentCary...
C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?“   There’s never been a better time  ...
C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?                  Measuring the impact...
C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?                First things first: gr...
C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?                                  Then...
C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?Ensure, don’t just request, that all o...
C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?                                      ...
About Ipsos ASI           Ipsos ASI is a leading global research agency specializing in advertising and brand           co...
Upcoming SlideShare
Loading in …5
×

Can we just move beyond click rates already

534 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
534
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Can we just move beyond click rates already

  1. 1. Can we just move beyond Clickthrough Rates already?Alan ThompsonIpsos ASI, Vice President, Digital Product DevelopmentCaryn BrouwerIpsos ASI, Vice President, Digital Strategy
  2. 2. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?“ There’s never been a better time to be in advertising, and there’s never been a worse time. – Aaron Reitkopf, North American ” CEO of digital agency Profero 2
  3. 3. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ? Measuring the impact and efficiency of digital communications must move beyond measuring click through rates, and other readily available behavioral metrics, for brands to properly understand the success or failure of their campaigns. Metrics like click through rates, although easy to measure, are only one piece of the puzzle. What about the branding and imagery the ad provides and the impact it can have on the viewer? And as click through rates continue to fall even lower, one even has to stop and wonder, how many of those clicks are from people who accidentally clicked on the ad when they were trying to click on content? In order to best manage the impact of digital communications you need to account for multiple points of impact, including; 1. your brand’s one Big Idea – the one thing that will guarantee the right impact for your brand 2. reaching your target audience – versus the audience that happens to be there 3. driving retransmission of your communications – to increase your potential reach 4. and, monitoring and maximizing your investments – to know how to optimize for the future 3
  4. 4. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ? First things first: ground your communications ONE in one Big Idea Focusing effort on getting your brand’s strategy right is critical for advertising efficiency regardless of medium because it outlines theone communication platform the brand should take. Because, audiencefragmentation across traditional channels (such as TV, magazines, radio, etc.) hascreated a significant challenge for marketers in how they efficiently reach theirtarget audience. Even with digital there are multiple touchpoints that can be usedto connect with and engage with customers and prospects from email, to search,to social, to mobile. Marketers must now coordinate media buys across multiplenetworks, and deal with multiple resources, to try and reach their target audience.So as your consumers constantly (and perhaps frequently) change channels, yourcommunications should continue to build the right impact and brand image and ina consistent fashion.Fortunately, digital provides a very efficient means through which an idea can becommunicated, reinforced, and built upon, as consumers navigate around theInternet through those various channels. Key is to build the touchpoints with yourconsumer in mind so that you can make your message available to them when theyneed it and in a way that appeals to their personal needs and values, but also in away that respects how they digitally engage with your brand and category to bemost effective. 4
  5. 5. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ? Then ensure your communications reach your TWO target audience. With the Internet, targeting a defined audience across a large number of websites can be very efficient and cost effective. But – you still need to understand what you are buying. We have noted that the large ad networks may not always be as efficient as more targeted buys – because they were just that – less targeted. So how can you maximize reach if you choose to run across a large ad network or with a centralized ad serving company? Publisher Target Read: % Target Delivery Targeted ad network buy with Flash & 72% Video Placements Publisher 1 52% Publisher 2 52% Ad network buy with Flash placement 50% and less targeting Video ad network buy 50% Source: US CPG Case from Ipsos ASI Brand Graph Digital 5
  6. 6. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?Ensure, don’t just request, that all of your communications (not just flash orvideo roll) are always in view for your target to react to versus being below the fold.While it may result in a slightly higher CPM, it will be a more efficient placementand is one simple step that will maximize your communications’ impact. Digital Campaign Breakthrough Aided Ad Recognition Among Total exposed to Digital 53 56 45 42 37 39 Total Exposed Ad network buy with Flash placement and less targeting Publisher 1 Targeted ad network buy with Flash & Video Placements Publisher 2 Video Ad Network Buy Source: US CPG Case from Ipsos ASI Brand Graph DigitalFinally, because consumers are constantly changing channels, be aware of who theconsumer is when they show up on your website or social site, AND have as muchinformation about them as possible. This includes what has specifically beencommunicated to them previously through various marketing channels (hopefullyin a consistent manner), and how they responded (or did not respond) to thosemessages. This will help determine what the best communication should be for thenext touchpoint by maximizing the relevancy to the consumer. 6
  7. 7. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ? In addition to reaching your target audience, THREE you need to drive (and measure) the retransmission of your communications. Digital is the perfect medium to allow consumers to easily share or retransmit ideas, comments, communications etc., about a specific brand or an experience that they have had with a brand. Ensure there is the necessary interactivity like a “share this”, or “liking” comment or page, so you have the opportunity to expand the REACH of your communication, in an exponential manner, beyond your initial target group to a much broader audience. To maximize the benefit of this, plan to place your digital communications across channels to easily facilitate sharing and retransmission. In fact, encourage sharing and retransmission! Especially if you understand the messages and content that your consumers will retransmit: are your consumers interested in retransmitting humor, new news, interesting articles, etc? And, which of these are most appropriate for your brand or category? Finally, because digital communications create a plentiful audit trail and history of every interaction an advertiser can have with FOUR consumers, use it synergistically with insight into consumer attitudes about your brand, as another source of intelligence to monitor and maximize your investments. You have the flexibility with digital communications to make adjustments to the media buy and flighting after launch so have the right research tools and behavioral data to evaluate in-market performance early on so that you can make necessary adjustments to remaining spend. The richness of data and insight available from the digital medium should be empowering – you have more data about your consumers and how they interact with advertising than you might have ever had before. Leverage it to build future marketing efforts that are even more effective, produce better results, and further maximize your brand’s resonance. 7
  8. 8. About Ipsos ASI Ipsos ASI is a leading global research agency specializing in advertising and brand communications. Offering state-of-the art research solutions that employ measures predictive of in-market performance, our research helps clients build stronger brands. Our areas of expertise include all aspects of advertising development and in-market evaluation across traditional and emerging media. Ipsos ASI’s goal is to help clients deliver the right message at the right time across the right media to deliver the best return for their brand. The Ipsos ASI team of brand and communications research experts is a global community of specialists who are passionate about advertising. From concept development to production, from final execution and into post-implementation performance, we help inform client decisions at every stage of the process. To learn more about Ipsos ASI, visit www.ipsos.com/asi For more information, please contact: Leah McTiernan Vice President, Ipsos ASI leah.mctiernan @ ipsos.comCopyright ©2012 Ipsos Corporation. All rights reserved. 1 2 - 0 9 - 0 1

×