Measuring Digital Advertising

03SEPTEMBER, 2014
MEASURING
DIGITAL
ADVERTISINGIncontextof Vietnam
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This slideshow is from a presentation at the M2 Marketing & Media events
in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and
VietnamBusiness.TV
To see videos from the events, interviews with speakers and
to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV

44%INTERNETREACHAMONGSTTHE HIGHESTANYWHERE
3
INTERNET NOW REPRESENTS A MAJORITYOF THE CONSUMING POPULATION
Source from Government Statistics, GroupM & Epinion Data
44%
NATIONAL
63%
URBAN
30%
RURAL
MAN OR WOMAN HIGHSCHOOL
AVERAGEPROFILE
5MILLION
VND

EVENTUALLYWEAREALL GOINGTO BEONLINE
4
IRREVERSIBLE PROCESS
THOSEWHOHAVE IT AREALREADY THERE, WHOARE MAKING IT,WILLEVENTUALLYGATHERHERE
44%REPRESENT
80%ASPIRATION
15%GROWTH YOY

MARKETERSHAVE RECOGNIZEDTHE OPPORTUNITY
SOURCE: STATISTA
5
USD32Millionat20% growthYOY,comparedto7% growthinTV

NO LONGERATV DOMINATEDIMPACT
SOURCE: MILLWARD BROWN 6
Integratedmediaplanworksbest

UNIQUEADVANTAGENEEDINGINTERACTIVESTRATEGIES
7
NON
INTERACTIVE
TRADITIONAL
MEDIA
INTERACTIVE
ONLINE

CONSUMERINTERACTTHUS RESPONDSPONTANEOUSLY
8
InVietnam,themostonlinechatterisaboutthemobile phonemodels
Large
enough
represent
consumers

CURRENTTECHNOLOGYCLEARLYSHOWS THE WOMONLINE
9
Thesepeople leadin thewayin achievingtheVietnameseprosperity,opinionmakers
Are they
studied in
detail?
Can they
teach us
something
new?

QUIZ
10
Largest digital advertiser (Category) Telecom
Largest digital advertiser (Brand) Mobifone
Vietnam Leading Content provider VNG
Vietnam Leading mobile services provider Viettel
Vietnam Social networkingapp in Trend Zalo
Vietnam Leading website Coccoc.com

11
THE MARKETINGCHALLENGE
COMPLEXUSAGE LANDSCAPE MAXIMIZE THEOPPORTUNITY EFFICIENTDELIVERY & IMPACT
REQUIRES NOT JUST SALES DRIVEN ONLINE ADVERTISING BUT
SUSTAINABLE BRAND BUILDING/MANAGEMENT

WHATISCURRENTLYBEINGMEASURED?
A SUCCESSFULCAMPAIGNWILLDELIVERSUSTAINABLEBUSINESSTHROUGHTHE BRANDEFFECTITISABLETOCREATE
CTR
CPM
Impressions
Metrics
CPC
HOWEVER, EVERYCAMPAIGNDELIVERSSO MUCHMORE THANJUSTEXPOSURES

LIMITATIONOF CLICKTHROUGH
13
A click-throughrateis asuitablemeasurefor directcampaignasit directlycorrelatestotheobjective.However,brandbuilding campaignsare
cumulativein natureandthereis no observedcorrelationbetweendisplayad clicks and longer-termbrandbuildingmetrics
Numerousstudies(including,forexample,DynamicLogicMarketNorms)havedemonstratedthatexposuretoonlinedisplayadsgenerates
awarenessandinterestin abrand,whetherclicked onornot.Measurementthatfocusesontheclick aloneconsidersonlyatinyfractionofthe
economic valueofanonlineadvertisingcampaign.
Direct Response Brand
Objective Drive immediate response Build brand effects
Measurement Click through rates Level of engagement

EMPIRICAL:CLICKSNOT CORRELATEDWITH BRANDSUCCESS
14
CLICK RATES DON’T CORRELATE THE BRAND
SUCCESS MEASURES
NO CORRELATION BETWEEN ONLINE CLICK
THROUGH AND OFFLINE ROI

15
“Becauseofourdirectresponseheritage(in
the onlineadvertisingindustry),we’ve toiled
underthe tyrannyoftheclick fortoolong.”
RANDELL ROTHENBERG,
CEO,
Interactive Advertising Bureau US

WHATREALLY NEEDSTO BEMEASURED?
16
A SUCCESSFULCAMPAIGNWILLDELIVERSUSTAINABLEBUSINESSTHROUGHTHE BRANDEFFECTITISABLETOCREATE
Demographic details of exposed
Measuring in target group reach
Identifying the best publishers
AUDIENCE PROFILE
Identifying wastage
Campaign lift
Campaign Impact
Campaign Efficiency
IMPACT
Campaign ROI

ITSALLINTHE METHODOLOGY
17
Tohaveanonlinepanelwhichcan bemonitoredforexposureandimpact.Make itrepresentative
44%
NATIONAL
DRAW A SAMPLE
200 WEBSITES RUN
EPINION POP UP
40MN COLLECT DEMOGRAPHIC DATA
• Gender
• Age
• Education
• Income
• Children
• Family members
• Employment
INTERNET PE/NETRATION
BY AGE
BY GENDER
MAKING IT REPRESENTATIVE
COOKIE TAGGED
INSTALL BROWSER
COOKIES
CAMPAIGN EFFECTIVENESS
• Campaign lifts
• Campaign ROI
• Campaign efficiency
• Campaign Impact
AUDIENCE PROFILE CAMPAIGN REACH
32% /345.555
Peopleintargetgroupreached
There are 2.369.781 persons in
the project target group
2.500.000 total impressions
were logged in the report period
The average trequency in the target
group is 1.3
There has been delivered a total
of 65 TRPs
FREQUENCY WEBSITE REACH
BRAND LIFT AFFINITY

HOW IT WORKS
A trackingpixel isinstalledinaeveryadonline,whichcan identifythepanelusersand theirdemographics`
18
By applying sophisticated
technology our system registers
each ad impression and links it
to the background information
we have in our vast underlying
panel. This enables us to
measure what target audience
the ad meets. And, for
example, how many
impressions there were in a
specific target group.

REACHANDFREQUENCY
19
Calculatedthroughweightsandsamplingforrepresentingonlineaudience
Profiling the audience
Age, gender, income, education etc
In-target impressions were only 30%
of the total delivered
Nearly 70% the impressions were
wasted
So what if this campaign reached 22
million impressions?

CAMPAIGNEFFECTIVENESSMEASUREMENT
20
Target group size
in population
Reach in
target group
Incremental
Reach to TV
TRP
delivered
Persons lifted
by campaign
3,429,541 19.0% 65,000 people 70 69,160
CAMPAIGNBRANDLIFTS
EXPOSED
NOT
EXPOSED
EFFECTS
Campaign awareness 50% 41% 9%
Brand awareness 78% 70% 8%
Consideration 63% 56% 7%
CAMPAIGN AWARENESS
BRAND AWARENESS
CONSIDERATION

MEASUREPERFORMANCE:CREATIVEANDBRAND
A STUDY BY NEILSEN, SHOWED THAT THE EFFECT IS MUCH BETTER WHEN TV IS SUPPORTED BY ONLINE
Source: AC Neilsen
DECOMPOSETHEEFFECTSOF THECAMPAIGN, INDIVIDUALANDCOMBINED
56%
42%
35%
25%
46%
28%
21%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
General Recall Brand Recall Message Recall Likeability
TV + Online Exposed TV Only Exposed
+22%
+50%
+67%
+67%
30 CAMPAIGN ANALYSIS

MIRCROSOFT’SDWELL:IMPRESSIONSXTIMESPENT
22
SEARCH UPLIFT
12%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low
engagement ad
Hight
engagement ad
BEING ABLE TO MAKE THECONSUMER SPEND TIME ON YOUR CONTENT, TAKING INA WIDEARRAY OF IMPRESSIONS
SITE VISITS ENGAGEMENT
 Unlike television advertising, when it comes to online, interactive and responsive can be taken a whole new level, not possible for TV. A wide array of
information and impressions are formed during the process
 There is strong correlation between how much do people engage with digital advertising and search behavior
3X
10%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low
engagement ad
Hight
engagement ad
+83 points
+125 points
0
20
40
60
80
100
120
140
Low engagement
ad
Hight
engagement ad
POINTS
Source: Microsoft-comScore study on engagement effectiveness
+70%
20 CAMPAIGN ANALYSIS

Measuring Digital Advertising

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