Coca-Cola North American, Escalate, ChatThreads and IMI led a discussion on how to measure ROI on marketing programs...even "below the line." Packed house so check it out!
Polite pre-roll ads increased to 30% of total ads served in Q1 2011. Overall click-through rates continued growing due to high impact in-stream formats. Consumer packaged goods advertisers accounted for 60% of ads served and continued investing aggressively in online video. The polite pre-roll format saw improved performance metrics over standard pre-roll ads, including a 44% view-through rate and 18% lower video abandonment rate.
Interactive video ad formats saw a surge in popularity in Q3 2011, accounting for 61% of all ads served compared to 10% for pre-roll ads. The average click-through rate remained steady at 2.1%. New in-stream takeover formats provided up to a 4x boost in click-through rates and 43% lower close rates compared to overlay ads. Government advertising spending increased 152% due to presidential campaigns, while food service and consumer packaged goods grew 212% and 61% respectively.
The latest performance of in-stream advertising formats shows the increased adoption of new formats beyond standard pre-rolls. Take your video & display advertising strategies to the next level by leveraging AdoTube\'s powerful technology & creative!
Fiona Blades in Prague - Hydro case studyPerfect Crowd
1) An expert used experience tracking to measure the success of a challenger brand's product launch in real time.
2) The tracking found that certain promotional activities like backlit posters and the use of refreshing colors drove positive impressions of the new product early in the launch.
3) Online experiences generated the most engaging and persuasive paid experiences and reached a proportion of the target audience that television did not, having the biggest impact on consideration at launch.
Okay, let me work through this step-by-step:
Cost: $58,500
Universe: 6,500,000
To calculate CPT, I plug these values into the formula:
Cost / (GRPs/100 x Universe x 1000)
Let's assume the campaign achieved 100 GRPs
So:
$58,500 / (1 x 6,500,000 x 1000)
= $58,500 / 6,500
= $9 CPT
Therefore, the CPT given the information provided is $9.
The polite pre-roll advertisement format proved successful, with a view-through rate nearly 45% and abandonment rate 18% lower than standard pre-rolls. Consumer packaged goods companies continued aggressively investing in online video. Overall click-through rates for advertisements grew due to impactful formats like polite pre-rolls and in-stream ads.
Target group refers to the key consumer demographic for a brand's products or services. Universe refers to the total number of individuals in the target group.
Rating points represent the percentage of the target audience or total individuals exposed to a TV or radio spot. Gross rating points (GRPs) are the total ratings achieved against all individuals, while target rating points (TRPs) are the ratings achieved against just the target audience.
Reach refers to the percentage of the target universe exposed to an advertising campaign at least once over a set time period. Frequency refers to the average number of times each person in the reach saw the advertising. Setting reach and frequency goals is important for media planning.
Cost per GRP/TR
Interactive video ad formats doubled from Q2 to Q3 of 2010, with average click-through rates increasing 237% over 2009 driven by strong performance of interactive overlay and polite pre-roll ads. Consumer packaged goods advertisers significantly increased their use of video ads, accounting for 30.4% of ads served in Q3 and growing over 370% from 2009. Engagement rates for interactive ads averaged a strong 21.6%, holding steady from 2009 levels as the number of interactive ad formats grew.
Polite pre-roll ads increased to 30% of total ads served in Q1 2011. Overall click-through rates continued growing due to high impact in-stream formats. Consumer packaged goods advertisers accounted for 60% of ads served and continued investing aggressively in online video. The polite pre-roll format saw improved performance metrics over standard pre-roll ads, including a 44% view-through rate and 18% lower video abandonment rate.
Interactive video ad formats saw a surge in popularity in Q3 2011, accounting for 61% of all ads served compared to 10% for pre-roll ads. The average click-through rate remained steady at 2.1%. New in-stream takeover formats provided up to a 4x boost in click-through rates and 43% lower close rates compared to overlay ads. Government advertising spending increased 152% due to presidential campaigns, while food service and consumer packaged goods grew 212% and 61% respectively.
The latest performance of in-stream advertising formats shows the increased adoption of new formats beyond standard pre-rolls. Take your video & display advertising strategies to the next level by leveraging AdoTube\'s powerful technology & creative!
Fiona Blades in Prague - Hydro case studyPerfect Crowd
1) An expert used experience tracking to measure the success of a challenger brand's product launch in real time.
2) The tracking found that certain promotional activities like backlit posters and the use of refreshing colors drove positive impressions of the new product early in the launch.
3) Online experiences generated the most engaging and persuasive paid experiences and reached a proportion of the target audience that television did not, having the biggest impact on consideration at launch.
Okay, let me work through this step-by-step:
Cost: $58,500
Universe: 6,500,000
To calculate CPT, I plug these values into the formula:
Cost / (GRPs/100 x Universe x 1000)
Let's assume the campaign achieved 100 GRPs
So:
$58,500 / (1 x 6,500,000 x 1000)
= $58,500 / 6,500
= $9 CPT
Therefore, the CPT given the information provided is $9.
The polite pre-roll advertisement format proved successful, with a view-through rate nearly 45% and abandonment rate 18% lower than standard pre-rolls. Consumer packaged goods companies continued aggressively investing in online video. Overall click-through rates for advertisements grew due to impactful formats like polite pre-rolls and in-stream ads.
Target group refers to the key consumer demographic for a brand's products or services. Universe refers to the total number of individuals in the target group.
Rating points represent the percentage of the target audience or total individuals exposed to a TV or radio spot. Gross rating points (GRPs) are the total ratings achieved against all individuals, while target rating points (TRPs) are the ratings achieved against just the target audience.
Reach refers to the percentage of the target universe exposed to an advertising campaign at least once over a set time period. Frequency refers to the average number of times each person in the reach saw the advertising. Setting reach and frequency goals is important for media planning.
Cost per GRP/TR
Interactive video ad formats doubled from Q2 to Q3 of 2010, with average click-through rates increasing 237% over 2009 driven by strong performance of interactive overlay and polite pre-roll ads. Consumer packaged goods advertisers significantly increased their use of video ads, accounting for 30.4% of ads served in Q3 and growing over 370% from 2009. Engagement rates for interactive ads averaged a strong 21.6%, holding steady from 2009 levels as the number of interactive ad formats grew.
This document discusses brand partnerships between companies and bloggers. It provides examples of common partnership scenarios like product reviews and giveaways. Brands are looking for bloggers with large engaged audiences and niches that align with the brand's values. The document also provides tips for bloggers on finding brand partners, such as creating a media kit, joining an influencer network, and bringing new ideas to potential partners so that the partnership is mutually beneficial.
Howard Reingold has over 25 years of experience in product management, marketing, and development roles at companies including AT&T, Intel, Glowpoint, and Ulticom. He has a track record of growing revenue through new product launches, strategic partnerships, and process improvements. Reingold has an MBA from Duke University and a computer science degree.
The document contains pictures from London including Saint Paul's Cathedral, a large view of London with the London Eye in the background, Tower Bridge at night, and the Tower Bridge and Tower of London.
The document contains pictures from London including Saint Paul's Cathedral, a large view of London with the London Eye in the background, Tower Bridge at night, and the Tower Bridge and Tower of London.
Driving a Culture of Profitability into Your Sales OrganizationVendavo
The document discusses driving a culture of profitability into a sales organization. It recommends developing a detailed profit plan with actionable strategies for each customer. The profit planning process involves delegating the plan down to the deal/transaction level. Metrics like deal score, target price yield, and price increase effectiveness should be used. The sales team should have profit objectives and tools to perform sophisticated what-if analysis. Their compensation should be tied to profitability metrics to fully align them as partners in the profit process.
Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place?
Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.
Business Insider, Social Commerce Summit, TapSenseJulie Hansen
TapSense is a marketing platform that helps companies acquire high-quality mobile users through paid distribution channels. The document provides best practices for mobile user acquisition, including optimizing campaigns for revenue not cost per download, focusing on quality and scale, using internal business data to drive ads, and finding partners who understand a company's goals. It also introduces TapSense's new product called M3 Cloud, which provides conversion tracking and analytics to help optimize mobile marketing campaigns.
This document discusses brand partnerships between companies and bloggers. It provides examples of common partnership scenarios like product reviews and giveaways. Brands are looking for bloggers with large engaged audiences and niches that align with the brand's values. The document also provides tips for bloggers on finding brand partners, such as creating a media kit, joining an influencer network, and bringing new ideas to potential partners so that the partnership is mutually beneficial.
Howard Reingold has over 25 years of experience in product management, marketing, and development roles at companies including AT&T, Intel, Glowpoint, and Ulticom. He has a track record of growing revenue through new product launches, strategic partnerships, and process improvements. Reingold has an MBA from Duke University and a computer science degree.
The document contains pictures from London including Saint Paul's Cathedral, a large view of London with the London Eye in the background, Tower Bridge at night, and the Tower Bridge and Tower of London.
The document contains pictures from London including Saint Paul's Cathedral, a large view of London with the London Eye in the background, Tower Bridge at night, and the Tower Bridge and Tower of London.
Driving a Culture of Profitability into Your Sales OrganizationVendavo
The document discusses driving a culture of profitability into a sales organization. It recommends developing a detailed profit plan with actionable strategies for each customer. The profit planning process involves delegating the plan down to the deal/transaction level. Metrics like deal score, target price yield, and price increase effectiveness should be used. The sales team should have profit objectives and tools to perform sophisticated what-if analysis. Their compensation should be tied to profitability metrics to fully align them as partners in the profit process.
Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place?
Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.
Business Insider, Social Commerce Summit, TapSenseJulie Hansen
TapSense is a marketing platform that helps companies acquire high-quality mobile users through paid distribution channels. The document provides best practices for mobile user acquisition, including optimizing campaigns for revenue not cost per download, focusing on quality and scale, using internal business data to drive ads, and finding partners who understand a company's goals. It also introduces TapSense's new product called M3 Cloud, which provides conversion tracking and analytics to help optimize mobile marketing campaigns.
Digital marketing best practice - Smart InsightsDave Chaffey
This document summarizes a presentation given by Dr. Dave Chaffey at Manchester Metropolitan University on best practices in digital marketing. The presentation discusses whether best practices are always best, provides an overview of Dave Chaffey's background and qualifications, and examines frameworks for understanding digital marketing strategy, capabilities, and performance management. It also addresses topics like search engine optimization, multichannel customer journeys, content marketing, conversion rate optimization, social media, mobile marketing, and conclusions about using a test-and-learn approach to digital marketing.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, Identifying Maximum Impact Media Placement Strategies II: When Money Moves to Digital, Where Should it Go? Research done on the effectiveness of digital marketing along with key findings was presented by Anne Hunter-VP, Advertising Effectiveness at comScore.
Pricing Analytics - Pricing Mobile Data, London 2012cVidya Networks
The document discusses strategies for telecommunications companies to achieve differentiation in mature markets through advanced analytics. It provides examples of how tiered pricing plans can constrain high-usage customers and how new tariff launches can be measured. Additional strategies discussed include zero-rated social networks, happy hours for time-shifting internet usage, speed buttons, and tailored offers personalized for each customer. A case study shows how these analytics helped Orange France think long-term and already outperform main competitors.
iStrategy Melbourne - Customer Relevance: The Next Frontier for Competitive A...iStrategy
The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.
Creating an outcomes framework for your organisationMark Planigale
Key steps in creating a client outcomes measurement framework for a welfare / human service organisation. Particular focus on homelessness assistance services.
Another installment of the DevelopmentCorporate financial literacy series. This presentation focuses on discovering repeatable and scalable patterns in your organization's sales force.
Day1 research stream_1700_emerging_digital_platforms_millward_brownSaatchi & Saatchi
The document discusses evaluating new digital media opportunities and avoiding "fads" by understanding consumer value, commercial value, and brand value. It provides examples of how understanding consumer benefits and insights can maximize a new platform's potential, such as Apple focusing on self-expression over products. Case studies demonstrate how combining audio and banner ads, and targeting older age groups, increased brand perceptions. Listening to consumers and integrating social media thoughtfully also builds relevance and trust with the brand.
Adding voice of customer to your analytics toolkitiperceptions
At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
This document provides an overview of common valuation models, including comparable public companies analysis, precedent transactions analysis, and discounted cash flow (DCF) analysis. Comparable public companies analysis values a company based on valuation multiples of similar public firms. Precedent transactions analysis examines valuation multiples from recent acquisitions of similar companies. DCF analysis values a company based on the present value of its projected future cash flows. The document discusses key aspects of each model such as selecting comparable companies and transactions, calculating valuation multiples, and forecasting cash flows.
dgm | Online Retailer Expo Sydney 2012 | Chris GarnerChris Garner
We have all read the news, we all know the facts on how fast the ecommerce industry is growing, and we all know how much Australians' spend online is growing every year. Let’s dig deeper around what are the successful digital strategies being deployed in the online marketing industry to power this phenomenal revolution. We will show you the inside story on which clients are making it look easy. We will show you the levers that can be pulled to influence the flow of the customer journey. These levers can increase conversion and lifetime value, and decrease wastage of your marketing dollars. We will show you practical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively.
The document provides information on three individuals:
1) The first individual is the CEO and founder of Provado Marketing, Inc. and NameGoat.com, with over 8 years of experience blending technical, design, and marketing skills.
2) The second individual has 8 years of experience as a developer at companies, with formal degrees in computer science and marketing.
3) The third individual has broad experience as a designer for traditional and new media agencies.
The document outlines an agenda for a 10 year anniversary digital seminar hosted by TradeDoubler. The agenda includes: a welcome and networking session from 15:00-16:00; a presentation on international digital marketing trends from 15:30-16:00; a networking break from 16:00-16:15; a case study on Unicef's digital fundraising from 16:15-16:45; and a presentation on cross-channel marketing from 16:45-17:30. The seminar will conclude with a mingling session from 17:30-19:00.
1. The document discusses understanding online retail, with a focus on Amazon and Staples' 2011 sales figures, online retail models, and strategies for multi-channel and pure play retailers.
2. Key considerations for online retailers include developing a clear value proposition, sourcing and delivering products effectively, and leveraging various marketing channels like search, email, social media, and affiliates.
3. Building an online store requires focusing on essential elements like search, navigation, product pages, checkout, and technology platforms to meet business requirements. Testing and iterating the store is important for success.
Totango and KJR Associates Webinar: Customer Journey MappingTotango
Learn to define the customer journey for your key service offerings; understand milestones such as onboarding, first value, growth; define success and risk indicators for each phase; and establish strategies to drive adoption.
Research shows the most successful companies use metrics and benchmarking as a key information and management tool. Benchmarks are used to help set internal targets, and gain agreement on the appropriate targets by providing neutral data to set performance expectations among the executive team. It is very easy to point fingers when you are only looking at internal data – using 3rdparty neutral data tends to focus everyone on problem solving rather than blaming or defensiveness.
The document discusses target costing, which is a cost management tool used to reduce product costs over the entire lifecycle. It involves cross-functional teams working to design products that meet customer needs within a target cost. The document outlines the target costing process and provides an example of how target costing was applied to reduce the costs of a pump design through value engineering and component cost analysis.
6. Principles of Measuring ROI
1) Isolate Program 2) Use Consistent 3) Compare to
Versus Control Measures Objective Database
Category Target Exposed
Mass Target to Activation Reach
Top 10% Top 25%
Impact
Cost Effectiveness/ROI
Top 50% Bottom 50%
7. 4) Include WOM Impact: Generation 0 to G1+…
Reach
Target Reached
Impact Comprehend/
Interest
Purchasers WOM
Amplification
Repeat WOM-Impacted
Purchasers
Repeat
5) Include Short Term & Long Term
$4
$3 Test Spend
Brand Spend
=$3.12/mth
$2
$1 Control Spend
Average =$2.48/mth
$0
1 2 3 4 5 6 7
Months 8 9 10 11 12
9. COKE ZERO IT’S POSSIBLE
OBJECTIVES
• Trial
• Real Coca-Cola Taste
and Zero Calories
SOLUTION
• Brand Advocates
• Social Currency
• Tools & Triggers
• Real World & Digital
10. COKE ZERO IT’S POSSIBLE
PROGRAM BRAND BUSINESS WOM
Events: 2,500+ Likelihood To G0 New Triers: 4 Week Relay
Recommend: 65% Rate: 11+
Views: 300M+ +48 pts.
G1+G2 New NPS: +20
Trial: +7% vs. Purchase Intent: Trial: Conf. points
goal +38pts.
Volume: Up G0+G1+G2
Budget: On Key Message Reach: 10X+
Recall: Exceed Velocity: Up Trial
Share: Up
COST % ROI : Exceeded
Note: Some results generalized, masked or withheld for confidentiality.
11. Experiential Trial Drives WOM
18.0%
16.0% 15.8%
14.0% 14.2%
12.0% 11.9%
11.4%
10.0%
8.8%
8.0% 8.1% 8.4%
6.9%
6.0% 5.8%
5.3%
4.9%
4.0%
3.7%
2.0%
0.0%
January February March April May June July August September October November December
Coke Zero Activated Markets Number of Trials/month
12. How To Value That WOM?
Direct
- Number of program participants in target consumer audience
Reach
- How long customer continues to recommend
WOM
- Generational relay rates (# of people reached), adjusted for
Reach
social network overlap to determine unique reach
Incremental
- Generational conversion rates (% new purchasers)
Purchase
- Determine incremental purchases compared to control group
Impact
- Repeat rate
Long-term (1 YR) - Additional units purchased
Purchases - Profitability per unit
- Discount rate
Cost - Program, coupon, and sample cost
13. Net Conversation Value® =
Incremental Revenue Generated – Program Cost /
Unique Conversational Reach
$0.04*
To get ROI, replace Program Cost for Unique
Conversational Reach
* Approx. 2X CPG & Food & Beverage benchmarks.
15. Mass vs. Experiential
Cost Effectiveness/ROI
Mass Loyalty Experiential Activation
Reward Campaign Trial Campaign
16. Mass vs Experiential
Cost Effectiveness/ROI
Mass Media Campaign Experiential Activation
Reach
20 x Reach (#) 1x
$1 Cost per Reach $3
Impact
Cost per Impact
$1 $2
(Direct)
Cost per Impact
$1 $1
(Direct & WOM)
1
6
17. Principles of Measuring ROI
Program vs. Control
Consistent Measures
Benchmark Results
Include WOM
Short & Long Term