ADimension® - Improving Online Campaigns
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Transcript of ADimension® - Improving Online Campaigns
ADimension® - Improving Online Campaigns Martin Filz, Research Now Helen Gawor, Steel Marketing
2 © 2012 Research Now
Today’s Agenda
About Research Now and Steel London
Current landscape
Current online ad tracking tools
Our unique technology
How does it work?
Case Study - Debenhams
Outputs and the Future
3 © 2012 Research Now
About Research Now
Research Now the largest online-panel provider globally
6.5 million + panelists globally, all opted in
More than 5000 clients spanning Europe, the Americas and Asia-Pacific
In 2010, we delivered 4,500 online projects in EMEA alone
38 country panels around the World
1100+ employees in 23 offices on 6 continents
Digital Data Collection Experts – either passively or overtly
About Steel London
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Digital creative and marketing agency
Create engaging communications in a digital world
Growing ROI of earned and owned media for clients
Current Landscape
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Online Advertising, from Humble Beginnings
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Online Advertising is now a £4 billion industry
With over a quarter of all ad-spend in the digital medium, and growing, there is an increasing need to accurately measure ROI
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Current methods for online ad tracking for display ads
• Traditional ad measurement tools incorporate basic web analytics to create top-line reach and frequency of exposed audiences.
• Focused on audience delivery and not ad effectiveness
• More advanced methods tried to measure ad effectiveness through surveys…
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However, IAB comments Pop-up surveys as flawed
Feature Pop Ups
Healthy response rates O
Measures delayed effect of Ad O
Representative sample O
Demographic profiling added to data O
Original, pre-Panel survey based solution
Pop-ups are the most common methodology so should be sound?
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EU Directive - cookie opt in required
EU directive being implemented across Europe will require opt in for cookies
Increasing concern about behavioural tracking & observation
Participants need to opt in before being cookied, when user can be identified
Therefore need a real relationship with panel member - RN has almost 2 million fully opted in cookie panellists
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Panel Ad Tracking is a numbers game too!
Research Now provide the largest fully opted in cookied panels:
11 country panels cookied, 2 million panellists
Coupling our panel sizes to massive audience measurement capability gives our clients unrivalled insight into campaign performance
ADimension
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ADimension - Gaining the whole picture Combining Audience Measurement with Opt-in Panels
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How it works
Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns.
We embed tags in your online creative to capture campaign details
Step 1
Step 2
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Every time a panelist is exposed to your ad, we log it.
We add rich demographic profiling data on exposed panelists
How it works
Step 3
Step 4
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Tailored surveys are sent to exposed and unexposed panelists
Combined data sets are delivered for you to derive insights
How it works
Step 5
Step 6
Case Study - Debenhams
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Debenhams & STEEL
Debenhams & STEEL
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Been their digital agency for years!
eCRM, social media and online display
Carat = media buying
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What was going on?
Online display campaigns deemed to be a ‘success’
Integrated with TV campaign using repurposed TV creative
Measured by minor uplifts in CTR and how low a CPA can go, etc
Yet, BRANDING was objective of these campaigns
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We needed to change things
1. We needed to measure the campaign objective not just the campaign action
2. We needed to derive creative learnings that could influence and improve performance of digital display in the overall media mix
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We needed to change things
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The Campaign
Needed a snapshot of the performance of first burst of ‘Life Made Fabulous’ campaign – show Debenhams that this is the way ahead
Objectives:
- Amplify TV advertising
- Raise awareness of designers
- Target women 18-35 and 25-45
Timings
- 12th – 25th September 2011
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Targeted Placements
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We chose ADimension
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Why?
Not site intercept! Panel based
Panel stability – tracking studies
Ability to profile campaign universe
Ability to measure impact of creative and format…
…and by media owner/site
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What we looked at
Impact of frequency of exposure
Awareness
Message association
Influencing opinion and behaviour
Reaching the target audience
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Awareness
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Frequency of exposure
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Average Frequency
All exposed 2.71
Spontaneous awareness 1.96
Prompted awareness 2.49
Association with ‘Life made fabulous’ 2.28
Association with designers 2.70
Women 18 - 35 2.02
Women 25 - 45 2.44
Low frequency for spontaneous awareness impacted by TV?
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Spontaneous awareness
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40%
20% 17%
8% 7% 7% 6% 5%
Mar
ks &
Sp
en
cer
Nex
t
Deb
enh
ams
New
Lo
ok
H&
M
Joh
n L
ewis
Tesc
o
Asd
a
%Ch C vs Ex
+21.2%
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Prompted awareness
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58%
37% 36% 35%
23%
Marks &Spencer
Debenhams Next John Lewis None of theabove
%Ch C vs Ex
Debenhams (on or offline) shoppers = 49% awareness
Debenhams online shoppers
= 59% awareness
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Message association
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‘Life made fabulous’
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23%
12% 10%
6%
49%
Debenhams John Lewis Marks &Spencer
Next None of theabove
%Ch C vs Ex
Spontaneous awareness of advertising = 31% association
Prompted awareness of advertising
= 33% association
Debenhams shoppers = 27% association
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Association with designers
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70%
8% 4% 2%
16%
Debenhams John Lewis Next Marks &Spencer
None of theabove
%Ch C vs Ex
Spontaneous awareness of advertising = 82% association
Prompted awareness of advertising
= 84% association
Debenhams shoppers = 82% association (87% online shoppers)
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Influencing behaviour
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Post exposure behaviour
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41%
2%
6%
8%
8%
11%
21%
32%
None of the above
Followed Debenhams on Facebook
Purchased from Debenhams.com
Told someone else about Debenhams
Signed up for Debenhams emails
Made a purchase in store
Visited a store
Visited Debenhams.com
Respondents associating Debenhams with ‘life made fabulous’ are more likely to have visited a store (27%) purchased in store (17%) and visited Debenhams.com (38%)
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Propensity to shop
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75%
86%
87%
87%
83%
94%
96%
Exposed
Spontaneous recall
Prompted recall
Life made fabulous
Designers
Debenhams shoppers
Shopped in store
Likely to shop in store
51%
59%
69%
62%
56%
65%
92%
Exposed
Spontaneous recall
Prompted recall
Life made fabulous
Designers
Debenhamsshoppers
Shopped online
Likely to shop online
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Reaching the target audience
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Exposed to the campaign
69% of those exposed to campaign were women
46% were W18-45
Could do better!
How does this compare to TV?
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Awareness
No significant differences in:
– Awareness of advertising
– Claimed visits or purchases
– Opinion of Debenhams
– However…
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Exposed women 18-35
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66% already shop in store
84% now likely to shop in store
25% already shop at Debenhams.com
57% now likely shop at Debenhams.com
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Exposed women 25 - 45
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60% already shop in store
81% now likely to shop in store
25% already shop at Debenhams.com
61% now likely shop at Debenhams.com
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What’s driving this?
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Association All exposed Exposed W18-35 Exposed W25-45
Life made Fabulous
23% 31% 28%
Designers 70% 91% 88%
Designers significant at 99%
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Recommendations
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Recommendations
Distinguish from TV campaign
Whilst maintaining some integration with overall brand and campaign
Use digital creative for what it does best – encourage participation
Its role in reinforcing other media activity is in pushing the brand messages and encouraging engagement
The digital creative can work harder…
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Digital planning 2012
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Paid
Display Paid search
Earned
Organic search Social media follows
Owned
Brand website Email marketing
Push Pull
Engagement media
High engagement driven not just by targeting, but ability of display
creative to pull audience into earned/owned media
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What’s next for Debenhams measurement
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Next steps
Ongoing tracking
Accurate creative tagging to facilitate format and site measurement
Campaign universe profiling to identify channel reach and improve channel planning
Better targeting, higher engagement, better ROI
Happy client.
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Success!
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Outputs and the Future
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Outputs
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Panellists Ave. Impressions & Reach
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Outputs
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Impressions over time with demographics
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Outputs
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Likelihood to purchase
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Outputs
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Normative summary
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In Summary
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Legislation is evolving however, our panel model obtains specific consent to track passively – PII is protected (opted in)
Digital advertising set to become even more important
ADimension allows you to understand your audience, and the effective of a campaign on the brand.
Measuring online ad campaigns is crucial to ensure an accurate measurement of ROI
© 2012 Research Now
Contact
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Martin Filz Managing Director, EMEA & APAC Research Now 020 7921 2400 [email protected]
Helen Gawor Head of Planning & Insight Steel Marketing 020 8871 2656 [email protected]
© 2012 Research Now
57 © 2011 Research Now