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How to Measure the Effectiveness of Print Media Advertising

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Though investment in digital advertising is growing at a faster rate, Print Media is still the #1 choice of Indian marketers to promote their products and services. According to Print Madison Report, Investment in Print Advertising is expected to grow by 5.3 per cent in 2015 and is projected to be the largest contributor (40 percent) to overall advertising spend in India.

One of the challenges faced by large organizations with print media advertising is its measurement. How do you measure which Print Ads are driving maximum traffic to your web property? Which Print Ads bring in engaging users?

Join us in this exclusive webinar to learn how to use Google Analytics to measure the effectives of Your Print Media Advertisement.

You’ll learn:

* Ways to Measure the Impact of Print Media Advertising on Your Website Traffic
* Identifying Print Media Platform that generates more traffic for your website
* Carrying out ROI Analysis

... plus, much more!

Published in: Data & Analytics
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How to Measure the Effectiveness of Print Media Advertising

  1. 1. #tatvicwebinar A GACP and GTMCP company 5/26/2015 1 #tatvicwebinar5/26/2015 1 #tatvicwebinar How to Measure the Effectiveness of Print Media Advertising May 26th, 2015 FREE Webinar by
  2. 2. #tatvicwebinar A GACP and GTMCP company 5/26/2015 2 #tatvicwebinar5/26/2015 2 #tatvicwebinar Our Speakers Boni Satani (Host) Inbound Marketer at Tatvic Jaswant Padhiyar Account Manager at Tatvic
  3. 3. #tatvicwebinar A GACP and GTMCP company 5/26/2015 3 #tatvicwebinar Outline Second Screen Effect Method to Understand Users from Print Analysis & Expected Outcomes Q&A Maximizing - Print Campaign Exposure
  4. 4. #tatvicwebinar A GACP and GTMCP company 5/26/2015 4 #tatvicwebinar Outline Second Screen Effect Method to Understand Users from Print Analysis & Expected Outcomes Q&A Maximizing - Print Campaign Exposure
  5. 5. #tatvicwebinar A GACP and GTMCP company 5/26/2015 5 #tatvicwebinar Reading Newspapers Yesterday: Source - http://skydancingblog.com/2014/07/18/friday-reads-israel-invades-gaza-downing-of-jet-a-ukraine-a-game-changer-and-the-unrelenting- war-on-women/1963-subway-news/
  6. 6. #tatvicwebinar A GACP and GTMCP company 5/26/2015 6 #tatvicwebinar Reading Newspapers Today Source - http://www.nationmultimedia.com/technology/iSnap-revolution-starts-today-30199289.html
  7. 7. #tatvicwebinar A GACP and GTMCP company 5/26/2015 7 #tatvicwebinar Advertising Spend in India for 2015 39.6 % of Media Budget to be spent on Press/ Print, therefore • Measure it‘s effect • Optimize it: media plan, Ads, placement, time • Leverage the second screen effect! Source - http://www.madisonindia.com/whatsnew/pdf/Pitch%20Report%202015.pdf
  8. 8. #tatvicwebinar A GACP and GTMCP company 5/26/2015 8 #tatvicwebinar Outline Second Screen Effect Method to Understand Users from Print Analysis & Expected Outcomes Q&A Maximizing - Print Campaign Exposure
  9. 9. #tatvicwebinar A GACP and GTMCP company 5/26/2015 9 #tatvicwebinar Current Measurement Landscape Online behavior Offline behavior • Interviews • Audience Recall • Audience Measurement (TTB, FRY, etc…) • Web Analytics Data
  10. 10. #tatvicwebinar A GACP and GTMCP company 5/26/2015 10 #tatvicwebinar Limitations of Offline Measurements • Geographical reach • Demographic reach • Sampling errors • Cost, etc.
  11. 11. #tatvicwebinar A GACP and GTMCP company 5/26/2015 11 #tatvicwebinar Current Measurement Landscape Online behavior Offline behavior • Interviews • Audience Recall • Audience Measurement (TTB, FRY, etc…) • Web Analytics Data DIRECT INDIRECT
  12. 12. #tatvicwebinar A GACP and GTMCP company 5/26/2015 12 #tatvicwebinar What to Measure? • Longevity of Impact of an Advert • Size of Impact of an advert
  13. 13. #tatvicwebinar A GACP and GTMCP company 5/26/2015 13 #tatvicwebinar What to Measure Visitors Repetitive Buyers Fans Subscribers Buyers Your E-commerce Funnel Focus
  14. 14. #tatvicwebinar A GACP and GTMCP company 5/26/2015 14 #tatvicwebinar How to Measure? Data Unification • Unify Web Analytics and Print Ad Data Impact Size • Statistically measure change in key metrics before and after Print Ad is published Impact Longevity • Measure the Duration for which the change in metric is visible 2 3 1
  15. 15. #tatvicwebinar A GACP and GTMCP company 5/26/2015 15 #tatvicwebinar Data Sources Print Advertisement Data • Date • Platform (Publisher) • Page (ex - Front Page) • Ad Size (Full Page, Half Page, etc.) • Market (National / Regional) • Day of week • Cost, etc. Web Analytics tool Data • Returning Users • New Users • Organic Searches • Revenue Date Time
  16. 16. #tatvicwebinar A GACP and GTMCP company 5/26/2015 16 #tatvicwebinar Effect of Print Ad Campaign - Ecommerce 0 50 100 150 200 250 300 350 400 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Effect of Print Ad Campaign Ad Published Upper Limit of Expected value Longevity Impact Size Time in Hours Users
  17. 17. #tatvicwebinar A GACP and GTMCP company 5/26/2015 17 #tatvicwebinar Beware of • Expectations of Boss, Clients • Data quality issues from Agency • Adverts running on multiple Print Platforms at same time • Combined impact of other media (TV) • Other unknowns that can impact traffic
  18. 18. #tatvicwebinar A GACP and GTMCP company 5/26/2015 18 #tatvicwebinar Outline Second Screen Effect Method to Understand Users from Print Analysis & Expected Outcomes Q&A Maximizing - Print Campaign Exposure
  19. 19. #tatvicwebinar A GACP and GTMCP company 5/26/2015 19 #tatvicwebinar Longevity of ImpactAverageduration(inhours) 5.72 6.02 6.63 6.00 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 Returning Users New Users Organic Searches Sessions Average duration of significant of impact of Print advertisement Google Analytics - Metrics • Used statistical technique (paired t-test) to measure the impact duration
  20. 20. #tatvicwebinar A GACP and GTMCP company 5/26/2015 20 #tatvicwebinar Optimize the Media Schedule Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend NewsPaper 1 44% 19% 62% 67% 13% 63% 76% 50% 6% 75% 57% 0% NewsPaper 2 80% 68% 0% 13% 12% 57% 0% 36% 97% 59% 60% 67% NewsPaper 3 22% 34% 90% 20% 61% 31% 0% 0% 36% 0% 31% 5% Week 1 Week 2 Week 3 Week 4 Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend NewsPaper 1 1 1 1 2 1 2 1 2 2 1 2 NA NewsPaper 2 1 1 NA 1 2 2 NA 1 2 2 1 1 NewsPaper 3 1 1 1 1 1 2 NA NA 2 NA 1 2 Week 1 Week 2 Week 3 Week 4 Platform Wise Distribution - No. of Spots of Unique Adverts over a period of 28 days % of relative change for 6 hours in Key Metrics
  21. 21. #tatvicwebinar A GACP and GTMCP company 5/26/2015 21 #tatvicwebinar Optimize the Media Schedule Ad Size Wise Distribution - No. of Unique Adverts over a period of 28 days % of relative change for 6 hours in Key Metrics Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Full Page 60% 19% 62% 45% 0% 63% 76% 50% 97% 75% 57% 0% Half Page 80% 68% 70% 0% 80% 57% 33% 36% 45% 59% 60% 67% Quarter Page 22% 0% 90% 20% 30% 31% 15% 0% 36% 0% 31% 70% Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Full Page 1 2 2 2 NA 1 1 2 1 1 2 NA Half Page 2 2 2 NA 2 2 1 1 2 2 1 1 Quarter Page 1 NA 3 1 1 2 1 NA 3 NA 1 2 Week 1 Week 2 Week 3 Week 4
  22. 22. #tatvicwebinar A GACP and GTMCP company 5/26/2015 22 #tatvicwebinar Outline Second Screen Effect Method to Understand Users from Print Analysis & Expected Outcomes Q&A Maximizing - Print Campaign Exposure
  23. 23. #tatvicwebinar A GACP and GTMCP company 5/26/2015 23 #tatvicwebinar We need to be there, right now
  24. 24. #tatvicwebinar A GACP and GTMCP company 5/26/2015 24 #tatvicwebinar 1: Search: Google AdWords • Get all the searches for brand and product or service! • Increase budget on a day when Print Ad is Published
  25. 25. #tatvicwebinar A GACP and GTMCP company 5/26/2015 25 #tatvicwebinar 2: Display • Your Ad needs to be on any publishers site, where your audience might surf during the Day – Publishers – Social networks – Webmail
  26. 26. #tatvicwebinar A GACP and GTMCP company 5/26/2015 26 #tatvicwebinar Your Homepage During the Day Your Print Ad is Published – Your Homepage should communicate nothing but the ads message
  27. 27. #tatvicwebinar A GACP and GTMCP company 5/26/2015 27 #tatvicwebinar Use your competitors Money! • Trigger all of the above, WHEN YOUR COMPETITOR spends a lot of money on Print and people search for services, that you also offer! Watch Full Webinar Video
  28. 28. #tatvicwebinar A GACP and GTMCP company 5/26/2015 28 #tatvicwebinar Outline Second Screen Effect Method to Understand Users from Print Analysis & Expected Outcomes Q&A Maximizing - Print Campaign Exposure
  29. 29. #tatvicwebinar A GACP and GTMCP company 5/26/2015 29 #tatvicwebinar Next Webinar Everything You Need to Know about Google Analytics Premium When: June 23rd 11 AM CET/ 3 PM IST You will learn: • Introduction to GA Premium • Features of GA Premium • Comparison with Adobe • Cost Ravi Pathak (CEO Tatvic) Register Here - http://bit.ly/ga-premium
  30. 30. #tatvicwebinar A GACP and GTMCP company 5/26/2015 30 #tatvicwebinar Q&A Round
  31. 31. #tatvicwebinar A GACP and GTMCP company 5/26/2015 31 #tatvicwebinar Jaswant Padhiyar Tweet us at @tatvic for any questions or queries Thank You!

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