The document discusses how delfi.lt collaborated with Danone to enhance brand awareness through targeted online advertising, addressing issues such as banner blindness and the effectiveness of display ads. They implemented a campaign using qualitative content and socio-demographic analysis, resulting in a dedicated section that attracted new users and improved engagement for Danone's Activia brand. Key outcomes included increased brand perception and measurable campaign success, indicating a shift towards online media for brand building among traditional advertisers.

1. We support knowledge driven
business decissions.com
GEMIUS’ SUCCESS STORY
How publishers can increase brand awareness of
ads?

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Our satisfied client - Danone
For Delfi.lt, the number 1 publisher in Lithuania, the only way to
increase the advertising budgets was by attracting brand advertisers to
go online and shift away from TV and other media.
Advertisers like Danone were sometimes anxious to use the web for
brand building because such type of campaigns need to provide a
justifiable brand impact on a particular target group.
The general problem with display advertisement is banner blindness,
when users who have seen an advertisement do not recall it later. This
majority believe that the advertised products are not relevant for them.
The primary cause is the clutter of various advertisements and scattered
content which doesn’t provide context relevance.

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Business challenge
How to increase brand awareness of ads?
In order to increase the brand awareness of ads,
Delfi.lt had to come up with something original that
reduces the clutter and provides the relevance.
Delfi.lt knew that qualitative content will attract the
audience of the Danone target group, but contextual
targeting of banners might not just be enough.
In addition, it was necessary to validate social
demographical data of audience that is interested in
particular topic.

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Solution
Delfi.lt idea was to create short
projects dedicated to specific topics
that can be sold to one or more
particular advertisers. The model is
very similar to what brand advertisers
are used to be getting with sponsored
TV programs. The main point is to do
precise segmentation of a socio-
demographic group and gain their
exclusive attention.

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The objective was to populate this section with original non-sponsored content by
journalists and quickly boost the traffic by self-promotional activities:
➜announcement posts on webpage and social media,
➜featured article block on home page,
➜top suggested links in section “Life”,
➜banner campaigns targeting relevant audience across Delfi.lt group properties.
The objective was to populate this section with original non-sponsored content by
journalists and quickly boost the traffic by self-promotional activities:
➜announcement posts on webpage and social media,
➜featured article block on home page,
➜top suggested links in section “Life”,
➜banner campaigns targeting relevant audience across Delfi.lt group properties.
After consultation with Danone, a dedicated section about healthy lifestyle was
made under the folder “Life” (“Gyvenimas”). Danone owned full advertising space
of Delfi.lt newly created project section “Keep the beat“ (“Išlaikyk ritmą”).

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Solution- gemiusDirectEffect
gemiusDirectEffect was
used to analyze the socio-
demographic profile of
website audience.
gemiusDirectEffect is
campaign monitoring tool
which facilitates ad serving
and analyzing of the
effectiveness in real-time.
gemiusDirectEffect was
used to analyze the socio-
demographic profile of
website audience.
gemiusDirectEffect is
campaign monitoring tool
which facilitates ad serving
and analyzing of the
effectiveness in real-time.

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The self-promotional
activities resulted in
attracting new users
to the ”Keep the
beat“ section.

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Social demographical profile
As soon as the section was published, it
became important to monitor the socio-
demographical parameters of its audience.
Due to such short life of the website, the
gemiusDirectEffect measurement was used.
Few hours after the tracking codes were
implemented, gemiusDirectEffect provided
the results of Real Users and their socio-
demographic split.

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At the begining, Danone target group affinity results were modest and journalists
were in need to improve the available content by adjusting the writing style.
Therefore, Delfi.lt analyzed the soc-dem segmentation of clicks on particular articles
to find out what Danone target group loves. This also helped to improve the self-
promotional activites according to what drives the specific target audience best.

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Synergy effect
Delfi's know-how together with the
gemiusDirectEffect measurement
brought an impressive Danone
target audience presence on the
”Keep the beat“ section.
Delfi's know-how together with the
gemiusDirectEffect measurement
brought an impressive Danone
target audience presence on the
”Keep the beat“ section.

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Ad space next to such content was exclusively filled with Danone ads. Not
only the content solution, but also the audience oriented business
conditions were highly apreciated by the advertiser. Delfi.lt estimated a
possible number of Real Users they could reach from among the Danone
target group. It was an indicatator of success, not a commitment
undertaken. However, with the help of self-promotional acitivities,
Delfi.lt made it achievable.

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Price factors
Length of the section project
with Danone banners (~6
weeks, from 2013-07-26 to
2013-09-05)
Length of the section project
with Danone banners (~6
weeks, from 2013-07-26 to
2013-09-05)
Number of articles ( 31 )
within period of campaign
Number of articles ( 31 )
within period of campaign
Topic of content (health
articles, non-standard
price)
Topic of content (health
articles, non-standard
price)
Self-promotional activities
integrating the Danone
logo (banners, social
media)
Self-promotional activities
integrating the Danone
logo (banners, social
media)
Success Formula = quality content + advertisement aimed to attract target audienceSuccess Formula = quality content + advertisement aimed to attract target audience

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Lessons learned - Advertiser results
To achieve the assumed campaign quantitative results, Activia campaign
was run also outside of „Keep the beat“ section:

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Lessons learned – Advertiser results
It took less than 6 weeks for Danone
Activia banners to reach the campaign
quantitative goal of 600 000 Real
Users.
It took less than 6 weeks for Danone
Activia banners to reach the campaign
quantitative goal of 600 000 Real
Users.

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After the campaign’s completion, the section “Keep the beat“ was
available to users for an extra month without advertisement.
To provide the number of total impressions and clicks (events) within
target group, the gemiusProfileEffect report was generated:
Lessons learned - Advertiser results

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Lessons learned - Advertiser results
• To measure the effect on Danone brand Delfi.lt conducted
gemiusBrandingEffect research. Users were surveyed during the
Danone campaign period (19.08.2013 – 05.09.2013).
• The control – exposed method was used. It distiguishes the users
that were and were not in contact with Danone campaign in “Keep
the beat” section.
• Only target group 25-55 y.o. was taken into account and the
comparison between male and female responses.

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Lessons learned - Advertiser results
gemiusBrandingEffect proved such campaign impacts, analyzed
by statistical significance tests:
•Brand awareness and purchase habits
•Ad recall and evaluation
•Brand evaluation and purchase intent

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Brand evaluation
Which of the follwoing statements do you associate with drinkable Activia yogurt? (Scale of 1-4)

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Lessons learned - Advertiser results
Not only was the exposed group better disposed towards the page, they
also had a higher opinion of the brand, with significant increases in 9/10
attitudes. While most campaigns struggle to achieve any impact on
attitudes, Activia made gains on almost all measured attitudes.

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”
Gunta Jurca, Senior Brand Manager at Danone Baltics
Danone historically has been a TV advertiser, thus exploring new media fields
is always challenged by accountability and traceability of the respective
medium – what results will it generate/ can we measure against KPIs
established, etc.?
The campaign proved to be an example of how integrated content + display
branding mix online can build on brand equity, raise awareness of the
product, as well as can be easily measured in real-time and adjusted to reach
the campaign goals.

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” Linas Paulikas, Business Development Director at Mindshare
With this campaign we have truly tapped into the potential of online media:
measurability and adaptations. With the help of Gemius we managed to track
campaign effects on Activia brand KPI and with the help of Delfi we were able
to adapt our actions accordingly.

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Lessons learned – Publisher results
Besides Danone, Delfi.lt has attracted many other TV advertisers that previously were
not spending big budget shares on the Internet. In the last 12 months, there have been
over 40 such content projects carried out successfully. All their soc-dem results were
monitored with gemiusDirectEffect.
The importance of projects is continuously growing. In the beginning of 2013, such
projects accounted for 2-3% of Delfi.lt overall financial results, and in Q4, it accounted
already for 10% of Delfi.lt's monthly revenue.
Delfi.lt team believes that the future of Internet advertising is about accurate targeting
and selective audience projects that are focused on improving qualitative brand
parameters.

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”
Vytautas Benokraitis, Head of Sales at Delfi.lt
Delfi has always been working on increasing engagement of our audience and
we decided to put that know-how into perspective of advertising. Advanced
solutions provided by Gemius helped us to attract big TV brands, such as
Danone. We were offered the ability to monitor and influence the project's
socio-demographic profiles in real-time and thus increase the effectiveness of
it together with client's campaign.
This project was very well received by its target audience and
gemiusBrandingEffect research has shown that it had a tremendous positive
effect on perception of the brand. Therefore, we believe that projects directed
to a selective audience are the innovative and efficient way to advertise on
the Internet.

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Comprehensive tool for ad serving & real-time
analysis of online campaigns’ effectiveness!

25. Contact Us!
Toms Panders
International Publishers Segment Manager
Gemius SA
Postępu 18 B Street
02-676 Warsaw
e-mail: toms.panders@gemius.com
mobile: +46 76 575 42 95
www.gemius.com