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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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

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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

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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

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• 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

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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

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Sample of the Creative Units

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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?

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Recruiting Methodology -
Exposed
Popup inviting
user to
participate in
our survey

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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

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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

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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

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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%

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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

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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%

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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

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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

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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

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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