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YesSirNoSir & branding ppt

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This is a project we ran back in 2001 to provide evidence that digital advertising can - and does - impact brand metrics.

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YesSirNoSir & branding ppt

  1. 1. www.yessirnosir.net 1 Does Online Advertising Build Brands? This is a project we ran back in 2001 to provide evidence that digital advertising can - and does - impact brand metrics
  2. 2. www.yessirnosir.net 2 Background • Clickthrough rates are seen by many advertisers as the key success metric for online campaigns • With clickthrough rates declining, advertisers are questioning the brand building value of internet advertising • DLKW Dialogue (formerly eBrands) set out to provide unequivocal proof that online advertising builds brands
  3. 3. www.yessirnosir.net 3 How Did We Go About It? • Create a new brand • Launch it with online ads exclusively • Partner with Dynamic Logic to measure the impact on: - Brand Awareness - Message Association
  4. 4. www.yessirnosir.net 4 • YesSirNoSir is a personal concierge service created by DLKW • A campaign was created to build awareness and generate trial – ‘we do things so you don’t have to’ • Inventory was donated by a number of leading UK sites including www.ivillage.co.uk and FTMarketwatch.com • DynamicLogic’s AdIndex was used to measure the branding impact of the online advertising campaign
  5. 5. www.yessirnosir.net 5 Campaign Details • The campaign launched on May 1, 2001 and ran for 6 weeks • A total of 1.5 million impressions were served • The creatives used in the campaign included animated standard size banners, skyscrapers and buttons – FTMarketwatch ran editorial wraps (made up of 468x60 banners and 125x615 side bars shown simultaneously) and cubes – iVillage used a standard banner and button • The campaign was ROS on all sites
  6. 6. www.yessirnosir.net 6 Sample of the Creative Units
  7. 7. www.yessirnosir.net 7 AdIndex Methodology AdIndex uses a control-exposed methodology that measures the branding value of online ad campaigns as they run across a site or set of sites. The two groups below are simultaneously sampled and their responses compared. Yes Since the only statistical difference between groups A and B is the presence of the creative, we can attribute the lift to the creative Exposed* Control* Did they see the campaign? Yes No Both groups are surveyed about their attitudes toward the brand in the creative at the SAME time Do the results indicate a difference?
  8. 8. www.yessirnosir.net 8 Recruiting Methodology - Exposed Popup inviting user to participate in our survey
  9. 9. www.yessirnosir.net 9 It Worked! 4% 11% 19% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Control All Respondents Exposed Target Audience Age 18-49 HHI £75K+ 428% change in in Brand Awareness between those unexposed (control) and the target audience who were exposed to the ads
  10. 10. www.yessirnosir.net 10 Overall Campaign Results • Both test and control groups were favourable to the brand/concept • Awareness jumped from 4% (noise) among the non exposed group to 11% among the exposed group - a lift of 175% • Those exposed to the messages were also able to link the messages to the brand • Lift/Impact = (Exposed-Control)/Control Exposed Control Difference Lift Brand Awareness 11% 4% +7% 175%* Brand Favorability 51% 50% +1% 2% Purchase Intent 40% 40% 0% 1% Message Association 20% 15% +5% 34%* Sample Size 473 200 *Statistically significant difference between control and exposed group at a 90% confidence level
  11. 11. www.yessirnosir.net 11 Brand Awareness by Demographic 4% 11% 4% 19% 3% 5% 5% 26% 0 5 10 15 20 25 30 All Respondent s Age 18-49 HHI £75K+ Women 18-49 HHI £75+ Men 18-49 HHI £75K+ Exposed Cont rol 429% 66% 428% 175% *Statistically significant difference between control and exposed group at a 90% confidence level High lift amongst affluent young to middle aged men
  12. 12. www.yessirnosir.net 12 Message Association by Demographics 15% 20% 16% 22% 20% 17% 15% 24% 0 5 10 15 20 25 All Respondent s Age 18-49 HHI < £75K Women 18-49 HHI < £75 Men 18-49 HHI < £75K Exposed Control 18% 33% 34% *Statistically significant difference between control and exposed group at a 90% confidence level Message Association resonated well amongst the targeted audience 59%
  13. 13. www.yessirnosir.net 13 4% 10% 14% 0% 2% 4% 6% 8% 10% 12% 14% 16% Cont rol Exposed 1-3x Exposed 3x+ 150% Lift* 250% Lift* *Statistically significant difference between control and exposed group at a 90% confidence level Exposing consumers to the ads three times or more optimised the impact of the brand Brand Awareness by Frequency
  14. 14. www.yessirnosir.net 14 Conclusions • Online advertising builds brands! – This campaign was able to increase Brand Awareness for YesSirNoSir, a fictitious brand, from virtually 0 to 11% in just 6 weeks • Click-Through alone sells online advertising short - way short! – Brand Awareness + 175% – Message Association + 34%
  15. 15. www.yessirnosir.net 15 Conclusions • Among the primary target audience of professionals aged 18- 49, Brand Awareness lift was 428% – Among affluent men in this group, the lift in Brand Awareness is an impressive 429%* • Outside the target, Brand Awareness increased 140%* and Message Association 65%* among women aged 18-49 earning less than £40,000. This suggests that the product advertised had broader appeal *Statistically significant difference between control and exposed group at a 90% confidence level
  16. 16. www.yessirnosir.net 16 Conclusions • Strong relationship between frequency of exposure and brand metrics – Brand Awareness shows a significant lift of 95%* for those exposed 3 or more times to an ad – Message Association is also influenced by the frequency of ads. Those who were exposed more than 3 times showed a lift of 44%* • The message, “we do things, so you don’t have to”, resonates more, in general, with men • Skyscrapers proved to be more effective than standard banners *Statistically significant difference between control and exposed group at a 90% confidence level
  17. 17. www.yessirnosir.net 17 Summary • Online advertising is a valid medium for brand building and response • In view of the targeting opportunities we see it as mandatory for most advertisers • With costs at an all time low now is the time for brands to invest in this medium and learn how to make it work for their brands • For further information contact Simon Andrews – sandrews@dlkwdialogue.com
  18. 18. www.yessirnosir.net 18 Definition of AdIndex Metrics • Brand Awareness - Measures the level of familiarity respondents have with the YesSirNoSir brand • Brand Favourability - Measures the extent to which respondents have a positive or favourable opinion of the YesSirNoSir brand • Purchase Intent - Measures the likelihood of respondents to subscribe to the YesSirNoSir service in the future • Message Association - Measures the extent to which respondents can match the copy or messages in the creative to the YesSirNoSir brand

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