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ADimension® - Improving Online CampaignsCaroline Ewings, Research NowMalcolm Murdoch, Mindshare
Today’s Agenda   About Research Now and Mindshare   Current landscape   Current online ad tracking tools   Our unique ...
About Research NowResearch Now the largest online-panel provider globally Digital Data Collection Experts   either passiv...
About Mindshare                                          Global Billings                                           £8.1 Bn...
Current Landscape                    © 2012 Research Now   5
Online Advertising is now a £4 billionindustry With over a quarter of all ad-spend in the digital medium, and growing, the...
Current methods for online ad tracking fordisplay ads•   Traditional ad measurement tools    incorporate basic web analyti...
Pop-ups are the most common methodologyso should be sound? However, IAB slams Pop-up surveys as flawed                   ...
Panel Ad Tracking   Research Now provide the largest fully opted in cookied panels   An EU Directive will be implemented...
Panel based effectiveness                            © 2012 Research Now   10
ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels                                   ...
How it worksStep 1  Members of the Research Now panel have opted-in to be tracked on their  exposure to ad campaigns.Step ...
How it worksStep 3Every time a panelist is exposed to your ad, we log it.Step 4 We add rich demographic profiling data on ...
How it worksStep 5 Tailored surveys are sent to exposed and unexposed panelistsStep 6  Combined data sets are delivered fo...
Case StudyRiver Island & Mindshare                           © 2012 Research Now   15
What we wanted from the project • Can Online Drive Brand Metrics for our Client? • Is the effect measurable? • Are we reac...
Online Drove Brand Metrics                        40%                                   33%                        30%    ...
We reached (mostly) the right people          0-17             2%                                                     None...
Reassuringly, More online advertising =     more ad recall                                     16%                        ...
Outcome     •   Proof points to make us happy with the role of online display for         their activity     •   Benchmark...
Outputs          © 2012 Research Now   21
OutputsImpressions over time with demographics                                          © 2012 Research Now   22
OutputsLikelihood to purchase                         © 2012 Research Now   23
OutputsNormative summary                    © 2012 Research Now   24
In Summary  Legislation is evolving however, our panel model obtains   specific consent to track passively – PII is prote...
Contact   Caroline Ewings    Client Development Director – Ad and Media    Research Now    020 7921 2400    cewings@resea...
© 2011 Research Now   27
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Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

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Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

  1. 1. ADimension® - Improving Online CampaignsCaroline Ewings, Research NowMalcolm Murdoch, Mindshare
  2. 2. Today’s Agenda About Research Now and Mindshare Current landscape Current online ad tracking tools Our unique technology How does it work? Case Study – River Island Outputs © 2012 Research Now 2
  3. 3. About Research NowResearch Now the largest online-panel provider globally Digital Data Collection Experts either passively or overtly 6.5 million + panelists globally, all opted in 38 country panels around the World More than 5000 clients spanning Europe, the Americas and Asia-Pacific © 2012 Research Now 3
  4. 4. About Mindshare Global Billings £8.1 Bn UK Billings £710m 112 OFFICES UK Online 83 COUNTRIES £120m4 © 2011 Research Now
  5. 5. Current Landscape © 2012 Research Now 5
  6. 6. Online Advertising is now a £4 billionindustry With over a quarter of all ad-spend in the digital medium, and growing, there is an increasing need to accurately measure ROI © 2012 Research Now 6
  7. 7. Current methods for online ad tracking fordisplay ads• Traditional ad measurement tools incorporate basic web analytics to create top-line reach and frequency of exposed audiences.• Focused on audience delivery and not ad effectiveness• More advanced methods tried to measure ad effectiveness through surveys… © 2012 Research Now 7
  8. 8. Pop-ups are the most common methodologyso should be sound? However, IAB slams Pop-up surveys as flawed Feature Pop Ups Healthy response rates O Representative sample O Measures delayed effect of Ad O Demographic profiling added to data O © 2012 Research Now 8
  9. 9. Panel Ad Tracking Research Now provide the largest fully opted in cookied panels An EU Directive will be implemented in June, which will require opt-in for cookie tracking. 11 country panels cookied, 2 million panellists © 2012 Research Now 9
  10. 10. Panel based effectiveness © 2012 Research Now 10
  11. 11. ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels © 2012 Research Now 11
  12. 12. How it worksStep 1 Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns.Step 2 We embed tags in your online creative to capture campaign details © 2012 Research Now 12
  13. 13. How it worksStep 3Every time a panelist is exposed to your ad, we log it.Step 4 We add rich demographic profiling data on exposed panelists © 2012 Research Now 13
  14. 14. How it worksStep 5 Tailored surveys are sent to exposed and unexposed panelistsStep 6 Combined data sets are delivered for you to derive insights © 2012 Research Now 14
  15. 15. Case StudyRiver Island & Mindshare © 2012 Research Now 15
  16. 16. What we wanted from the project • Can Online Drive Brand Metrics for our Client? • Is the effect measurable? • Are we reaching the right people?16 © 2011 Research Now
  17. 17. Online Drove Brand Metrics 40% 33% 30% 27% Uplift in Metric 23% 20% 10% 0% Ad Recall Fashion Authority Reported Purchase17 © 2011 Research Now
  18. 18. We reached (mostly) the right people 0-17 2% None / not specified 6% 18-24 24% F 0% 25-34 25% 35-44 19% E 11% 45-54 16% D 8% 55-64 10% C2 15% 65+ 4% C1 33% B 20% Male 29% A 7% Female 71%18 © 2011 Research Now
  19. 19. Reassuringly, More online advertising = more ad recall 16% 15% Ad Recall % Recall Seeing the Online Ad 14% Average among exposed 13% Average among control 12% 11% 10% 9% 8% 7% 6% 0 2 4 6 8 10 12 # of Ad Impressions Line estimated from exposed and non-exposed respondents, n=1,062 Slope estimation significant at 95% confidence level19 © 2011 Research Now
  20. 20. Outcome • Proof points to make us happy with the role of online display for their activity • Benchmarks for future online campaigns • Reassurance around the delivery of our audience buying – Hard to verify demographic data around the activity20 © 2011 Research Now
  21. 21. Outputs © 2012 Research Now 21
  22. 22. OutputsImpressions over time with demographics © 2012 Research Now 22
  23. 23. OutputsLikelihood to purchase © 2012 Research Now 23
  24. 24. OutputsNormative summary © 2012 Research Now 24
  25. 25. In Summary  Legislation is evolving however, our panel model obtains specific consent to track passively – PII is protected (opted in)  Digital advertising set to become even more important  ADimension allows you to understand your audience, and the effective of a campaign on the brand.  FINAL POINT TO BE ADDED © 2012 Research Now 25
  26. 26. Contact Caroline Ewings Client Development Director – Ad and Media Research Now 020 7921 2400 cewings@researchnow.com Malcolm Murdoch Director of Digital Data and Performance Mindshare © 2012 Research Now 26
  27. 27. © 2011 Research Now 27

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