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2002 - Efficacia della Pubblicità On Line - Banner & Brand Awareness

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Efficacia della Pubblicità on Line: Costruire Brand Awareness con Internet.
Presentazione (breve e divulgativa) per il Convegno ACP on Line di Gennaio 2002.
Ricerca realizzata da People SWG e Nielsen Net Ratings per ACP on Line.
Relatore e Responsabile per People SWG: Paola Furlanetto.
La ricerca è stata condotta nell'ultimo trimestre 2001.

Published in: Data & Analytics
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2002 - Efficacia della Pubblicità On Line - Banner & Brand Awareness

  1. 1. Efficacia della Pubblicità on line: costruire brand awareness con Internet con il patrocinio di Milano, 16 Gennaio 2002
  2. 2. La pubblicità online è uno strumento efficace per costruire una solida brand awareness? L’indagine ha verificato questo aspetto analizzando 7 campagne pubblicitarie, rilevando per ciascuna di esse in particolare: Introduzione Le performance delle campagne Internet:  CONTATTI LORDI REALIZZATI (IMPRESSIONS GENERATE)  CONTATTI NETTI OTTENUTI (UNIQUE AUDIENCE)  COPERTURA  CLICK RATE I 2 principali indicatori di impatto delle campagne:  BRAND AWARENESS  RICORDO DELLA PUBBLICITÀ
  3. 3. Pianificazione  Test “reale” di 7 campagne online  6 marchi realmente esistenti  1 prodotto civetta  Periodo: dall’1 al 15 Ottobre 2001  Contatti lordi realizzati (Impressions)*  circa 10 milioni per i marchi esistenti  circa 16 milioni per il prodotto civetta  Strategia di pianificazione  70% delle impressions sui portali principali  30% su siti a target  Copertura* di ciascuna campagna  circa 25% per i marchi esistenti  circa 35% per il prodotto civetta  Frequenza* media di ciascuna campagna: 4 OTS  Formati testati: Banner  80% nel formato 468x60,  15% nel formato 234x60  5% altri formati. *da rilevazione Nielsen//NetRatings
  4. 4. Le campagne testate  Diverse, per: Categorie merceologiche  dai fast food alla biancheria intima femminile Livelli di notorietà di marca  da 0 a oltre il 50% Scenario competitivo di riferimento  da mercati scarsamente competitivi a scenari affollati Target di destinazione  giovani o adulti Livelli e modalità di pressione pubblicitaria offline  in campagna o no nel periodo dell’indagine  differente pressione nel corso dell’anno Creatività utilizzata
  5. 5. Brand Awareness Spontanea 0 10 20 30 40 50 60 70 80 90 100 arena burgerking icoloniali laperla prenatal siem ens vibralarm *: differenze statisticamente significative al 95% rispetto ai non esposti **: differenze statisticamente significative al 95% rispetto agli esposti (interv. Telefonica) ** * * ** ** * Non esposti ad Internet Esposti ad Internet (int. telefonica)Esposti ad Internet (int. online) Presso il campione degli esposti ad Internet, nella maggior parte dei casi, vi sono sensibili incrementi di brand awareness. BrandAwarenessSpontanea%
  6. 6. Case histories
  7. 7. La Perla  Background:  Notorietà: spontanea 13%, totale 55%  Attività Pubblicitaria 2001: forte  Media-mix: quotidiani, periodici  Incremento Traffico al sito: elevatissimo  Da meno di 2.000 a 183.000 presenze  Click rate: 2% (elevato rispetto alla media)  Brand awareness spontanea: molto alta  + 7% fra gli utenti internet intervistati telefonicamente  + 12% fra gli utenti internet con intervista on line  Ricordo spontaneo della pubblicità: alto  + 3% fra gli utenti internet intervistati telefonicamente  + 8% fra gli utenti internet con intervista on line
  8. 8. Burger King  Background:  Notorietà: spontanea:1% , totale 18%  Attività Pubblicitaria: bassa  Media-mix: radio, affissioni  Incremento Traffico al sito: elevato  da meno di 2.000 a 34.000 presenze  Click rate: 0,3% (in media)  Brand awareness spontanea: molto elevata  + 10% fra gli utenti internet intervistati telefonicamente  + 24% fra gli utenti internet con intervista on line  Ricordo spontaneo della pubblicità: alto  + 3% fra gli utenti internet intervistati telefonicamente  + 11% fra gli utenti internet con intervista on line
  9. 9. Conclusioni  Tutte le campagne hanno beneficiato della pubblicità on line, sia pure in misura diversa in funzione della creatività e del tipo di prodotto:  È inoltre emersa con chiarezza la capacità di costruire brand awareness indipendentemente dal click rate.  Le campagne che hanno utilizzato al meglio le potenzialità del mezzo, incrementando tutti gli indicatori (La Perla e Burger King), hanno avuto click rate molto diversi: dal 2% di La Perla allo 0,3% di Burger King.  La ricerca è stata realizzata in un periodo rappresentativo delle abitudini di utilizzo di Internet  Le distorsioni nel traffico di Internet causate dagli eventi dell’11 Settembre si erano già attenuate.
  10. 10. 5 Key Facts per la pianificazione 1. Le campagne on line funzionano e creano brand awareness 2. Per ottenere buoni risultati, la creatività è importante 3. Internet è un media veloce 4. La rete costruisce brand awareness indipendentemente dal click rate 5. Il banner è efficace

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