Improving Online Campaign Effectiveness in a Fragmented Digital World

ADimension®

Improving Online Campaign Effectiveness in a Fragmented Digital World

John Kitchen, President US, Intuitive Business Intelligence

Maria Domoslawska, VP of Global Digital Strategy

2 © 2012 Research Now

Today’s Agenda

5 digital trends that are shaping the digital landscape

Online ad measurement & IAB best practices

How Research Now connects with consumers

ADimension® Dashboard


Trend Consumer Behaviors & the Social Media Connection

1


The world has changed

If printed, the stack

would be as tall as

80 Eiffel Towers

That’s 98 years of

non-stop cat videos

A day in the Internet

Social Connection Revolution

Source: Created by MBAonline.com


People are in control

Source: The Sunday Times, February 13, 2011


Source: Time Magazine, December 26, 2011


Trend Globalization

2

10 © 2012 Research Now Source: Mary Meeker Web 2.0 October 2011

Top 10 Internet Properties

81% of unique users are outside USA


Trend Media Ad Spend vs. Media Consumption

3


Total Ad Spend for 2012 is predicted to reach $489 billion

source: Advertising Age and eMarketer Jan 2012- ad spend numbers

“U.S. online ad

spending is expected

to grow to $39.5

billion this year.”


However, the Media Time Spent vs. Ad Spend are still out of whack

Source: Mary Meeker Web 2.0 October 2011


Trend Online Advertising Trends

4


Digital media continue to grow users and opportunities to connect

Effectiveness of the consumer centric platforms

source: Forrester Research Interactive Marketing Forecasts, 2011 To 2016 (US)


Media and audience fragmentation

Continues to challenge marketers

Source: Luma Partners LLC


Twitter followers

How do you find your audience?


Trend Measurement &

Analytics

5

From Fragmentation to Integration

19

The world’s information is doubling every two years. In 2011 the world created a staggering 1.8 zettabytes.

© 2012 Research Now

“Society has reached a pivotal point requiring us to make decisions faster, and do it better and more effectively.”*

*Malcolm Gladwell

The Tipping Point & Blink


Analytic tools changing to keep pace with the changes in marketing velocity

• Online media moves at speed of light

• Decisions need to be made quickly

• Old style analytic tools not flexible enough

• Rise of self service analytics

• Rise of visual tools – see trends, drill down

• 73% of employees at large companies using complex BI

solutions have no idea what they’re looking at (Forrester

study).

• Expectation of clients to see near real time analytics over Web

Online Measurement & IAB Best Practices


Online effectiveness methodologies are also affected by the consumer revolution

1. Intercepts

2. Panel cookies

Ad Campaign

river recruitment

opt-in recruitment


Best Practices from

On Online Ad Effectiveness Research

Live intercepts Falling increasingly into disfavor

due to:

• Lower response rate –

consumers don’t want to be

interrupted anymore

• Greater site clutter

• Misalignments between

campaign delivery and

sample

Source: IAB: Best Practices for Conducting Online Ad Effectiveness Research, June 2011

Panels opt-in Audience centric can solve for

some of the methodological

deficiencies of intercept studies but:

• Need to be properly validated

to meet the campaign

feasibility requirements

• Single source for multi-media

measurement


We asked our clients why they work with us?

“We recommend Panel over intercept for

both philosophical and logistical reasons:

Paul Zeman

SVP, General Manager

Philosophical: the panel method is more

"real world" respondents

are surveyed separately

from the ad viewing

measuring the impact of

exposure beyond the

immediate.

Logistical: there is control over

sampling beyond nth

person intercepts and no

need to make deals with

websites for "control"

exposures (and no worry

about the resulting bias)”.

How Research Now connects with consumers


Average of 350 targetable variables per individual panelist

We are all about the global consumer

Over 6 million panelists in 38 countries worldwide


Panel Ad Tracking is a numbers game

Fully opted-in 2 million panel in 11 countries

We can meet the minimum threshold for online ad

effectiveness studies


What was their audience?

Paul Zeman

SVP, General Manager Audience: The target was very high

income prospects - under

10% incidence with

exposed and non-exposed

group.

Media Plan: The media plan was quite

robust, (over 1 billion

impressions) (…)

RN was able to deliver.”

“Finding a narrow target is quite difficult

and not something we felt comfortable

using “River” sampling to find.


Quick feasibility check

100 MM Impressions

20MM Unique Individuals

91K Panel Respondents

15K Start a Survey

1500 Completes

For 100MM impressions we can get 1500 completes

Average 5 exposures

8% of 240MM Total Online

8% 1.1MM RN Panel

1 in 6 respond to survey

10% incidence


ADimension® set up

Millions of panel members opt-in to be tracked on their ad exposure

Embed tags placed in online creative

Step 1 Step 2 Every time a panelist is exposed to your ad, we log it.

Step 3

We add rich demographic profiling data on all surveyed panelists

Step 4

Tailored surveys are sent to exposed and unexposed panelists

Step 5

Combined data sets are delivered for you to derive insights

Step 6

ADimension®

Dashboard


Impressions, frequency and demo


Brand Lift


In Summary

We need to seek out the best approach in the new relationship economy

Global is the new local

Precision opt-in marketing needs precision opt-in measurement

Results should

Provide interactive visual insights

Be easy to understand

Be available on your schedule over the web

Thank you!

Improving Online Campaign Effectiveness in a Fragmented Digital World

Business

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