A Brand Impact Case Study –
Online
November 2008


Paul Fisher
Chief Executive Officer



paul.fisher@iabaustralia.com.au
...
The Researcher:


Supported by:


The Client:


                  Sultana Bran
The Brand:


The Agency:


The Publishers:
...
Study Objectives
Measure the impact and effectiveness of a typical online
 advertising campaign, specifically measuring th...
Inventory
• Mix of contextual placement and general ROS
• Five week campaign period
• Creative included IAB Australia stan...
Creative Executions




                      5

     Proprietary 2008 The Nielsen Company
Creative Executions, Video mrec




                            6

           Proprietary 2008 The Nielsen Company
Brand Performance




7
         Proprietary 2008 The Nielsen Company
Brand Awareness
 Target Audience
Kellogg's Sultana Bran
                                                                  ...
Brand Awareness
Target Audience x Execution Format
                            Kellogg's Sultana Bran

                   ...
Brand Consideration
 Target Audience
                         Brand A                                                     ...
Brand Consideration
 Target Audience by Execution
                                  Brand A                               ...
Sultana Bran Purchase Intention
              100%

                90%

                80%

                70%

       ...
Nielsen Online Brand Impact Pyramid
Target Audience
                                                                      ...
Today, how good are Australian marketers at achieving brand
consistency online?

A: Not very good
B: OK
C: I don’t really ...
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A Brand Impact Case Study-

  1. 1. A Brand Impact Case Study – Online November 2008 Paul Fisher Chief Executive Officer paul.fisher@iabaustralia.com.au Proprietary 2008 The Nielsen Company
  2. 2. The Researcher: Supported by: The Client: Sultana Bran The Brand: The Agency: The Publishers: The adserving: 2
  3. 3. Study Objectives Measure the impact and effectiveness of a typical online advertising campaign, specifically measuring the impact on: – Brand awareness – Brand sentiment – Brand consideration – Purchase Intention – Recommendation 3 Proprietary 2008 The Nielsen Company
  4. 4. Inventory • Mix of contextual placement and general ROS • Five week campaign period • Creative included IAB Australia standard: • Medium rectangles • Leader board • Streaming video mrec • Skyscrapers • Half page formats 4 Proprietary 2008 The Nielsen Company
  5. 5. Creative Executions 5 Proprietary 2008 The Nielsen Company
  6. 6. Creative Executions, Video mrec 6 Proprietary 2008 The Nielsen Company
  7. 7. Brand Performance 7 Proprietary 2008 The Nielsen Company
  8. 8. Brand Awareness Target Audience Kellogg's Sultana Bran +5 96% (Exposed) Brand A 95% Brand B 94% Brand C 94% Brand D 94% Brand E 93% Kellogg's Sultana Bran 91% (Control) Brand F 88% Brand G 77% Brand H 70% Brand I 69% 0% 20% 40% 60% 80% 100% 120% 8 Control n=883, Exposed n=580 Proprietary 2008 The Nielsen Company
  9. 9. Brand Awareness Target Audience x Execution Format Kellogg's Sultana Bran +7 Control Standard Creative Video Creative +4 100% 98% 96% 95% 91% 90% 85% 80% 75% 70% Control Standard Creative Video Creative 9 Control n=883, Standard Creative n=505, Video n=197 Proprietary 2008 The Nielsen Company
  10. 10. Brand Consideration Target Audience Brand A 77% 65% Brand B Brand C 60% 59% Kellogg's Sultana Bran (Exposed) Brand D 58% Kellogg's Sultana Bran (Control) 54% Brand E 42% Exposure to the campaign resulted in a 5 point Brand F 42% directional movement in brand consideration (8%) Brand G 29% Brand H 28% Brand I 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 10 Control n=883, Exposed n=580 Proprietary 2008 The Nielsen Company
  11. 11. Brand Consideration Target Audience by Execution Brand A 77% Brand B 65% +8 62% Kellogg's Sultana Bran (Video Creative) 60% Brand C Brand D 58% +3 Kellogg's Sultana Bran (Standard Creative) 57% 54% Kellogg's Sultana Bran (Control) 42% Brand E Brand F 42% Brand G 29% 28% Brand H 24% Brand I 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 11 Control n=883, Standard Creative n=505, Video n=197 Proprietary 2008 The Nielsen Company
  12. 12. Sultana Bran Purchase Intention 100% 90% 80% 70% Exposure to the campaign resulted in a 5 point 60% increase in intention to purchase (19%) 50% 40% +5 30% 20% 30% 25% 10% % Control Exposed Very Unlikely Somewhat Unlikely Neutral 13% 17% Somewhat Likely 12% 13% Very Likely 12 Control n=883, Exposed n=580 Proprietary 2008 The Nielsen Company
  13. 13. Nielsen Online Brand Impact Pyramid Target Audience Purchase Intent 30% Advocacy 60% Purchase Intent 25% Advocacy 55% Consideration 59% Consideration 54% Sentiment 58% Sentiment 52% Awareness 96% Awareness 91% Control Exposed 13 Control n=883, Exposed n=580 Proprietary 2008 The Nielsen Company
  14. 14. Today, how good are Australian marketers at achieving brand consistency online? A: Not very good B: OK C: I don’t really notice

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