Measuring Mobile Ad Effectiveness - GfK...© GfK 2016 | Expert Talk Measuring Mobile Ad...

1© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln

Measuring Mobile Ad EffectivenessKonstanze Fichtner

Gülsen Göreci

Cologne, 14th September 2016


Why do

we want to

measure

mobile?

Full

evaluation of

Crossmedia

Campaigns

Mobile Ad

Effectiveness


crossmedia communication

Marketing today: Multi-channel, interactive and target group specific. Every

channel has to prove its contribution to overall campaign success

silo communication

integrated

Today

10 years ago

one-way


Return on Investment

How do we define Ad Effectiveness? Emotional and Behavioral Return on

Investment

Emotional Behavioral(e.g. Brand Building,

Brand Relationships)

(e.g. Purchase,

Website Visits)

Efficient Optimization

Crossmedia

Campaign


Return on Investment of crossmedia campaigns –

we show how the different channels contribute to this

+11%

+8%

+3%

+5%

Uplift

compared

to no

contact

+8%

+3%+4%

+6%

Uplift

compared

to no

contact

measurable measurable

? ?

Emotional Activation Behavioral Activation

Uplift Brand Image Short-term Sales Uplift


Digital formats

require passive

contact measurement

How can

channel

impact be

measured?


Survey

Technical

measurement

CHANNELSCHANNELS

How to measure Return on Investment?

We need ot measure ad contact first

Two possible ways…


Opportunity to see indirect, stated

Audio Sound Matching technical

Technical measurement preferred: different approaches per channel

Cookie measurement technical

Cookie measurement technical

Ad Id technical

Opportunity to see indirect, statedTV

Online

Facebook

Mobile

Print


Why is in-app

measurement

more difficult

than browser-

measurement?

A simple cookie

won‘t do…


…Multi-delivery environments (almost like different devices)

Measuring mobile Ad Contact…why cookie measurement doesn’t work

In-browser In-app

Two different situations

Cookies applicable Cookies not applicable


The solution for in-app ads: the unique ID allows us to identify advertising

exposure

Unique

Why the AdID is helpful…

Currently only way

to identify mobile

ad contact IDAdvertising

Data protection

conform

Can be deactivated

Yet, usage is still limited

Access depending

on data protection

agreement of the

App provider

Access may be

limited

Cooperation of app

provider required

!


Matched to

respondent cookie

Exposure is

identified

through

a cookie and

tag approach

Matched to

respondent

advertising ID

Exposure is

identified

through

advertising IDs

Cross reference

to unify

exposure for

the individual

Combine

ad exposure

with

surveyed /

measured

brand KPI’s /

sales impact

Matching AdIDs: how it works…

A B C D E F

U

V

W

X

Y

In-browser

In-app


„Killer-Apps“ dominate usage: WhatsApp, Facebook

und YouTube Top 3 Smartphone Apps in Germany

Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ // 14-29y (persons using desktop and smartphone )

Access to AdID is not allowed by every app…

AdID

matching

allowed

Cooperation

required

How people use their smartphones…


GfK sends anonymous

FBIDs of its panelistsFB sends anonymous

campaign contacts

GfK only receives information

on its panelists

Data protection first: we use a clean room to match the AdID

The Facebook Datalink: Linkage of campaign contacts with GfK purchase

data

Clean Room

Match of campaign contacts

Connecting FB ad data and

GfK Crossmedia Link in

secured surrounding

GfK Crossmedia Link PanelFacebook in-app ad contacts


Median short-term Sales Uplift

Quelle: GfK Crossmedia Link, Werbewirkungsanalysen 2008-2015, Online Display: 38 Studien, Video: 26 Studien, Facebook 10 Studien

Creation rules: all channels show a big impact range –

Actual impact depends on the underlying creation!

42%

25%

Online Video Mobile

35%

Online Display Desktop

20%

142%

54%

Max. Uplift:

86%

113%

Min. Uplift: 0% 0% 0% 24%

Cookie

measurement

AdID Clean

room matching


But we are not fully there yet. Mobile Ad Effectiveness measurement in

progress…

Impact on Emotional Activation

What already works….

Impact on short

term Sales Uplift

Apps:

Facebook

In-browser

measurement

Cooperating

provider Apps

Work in progress….

Implementation for studies in

access panels

Cooperation of app

providers is key to feasibility


How about

mobile?

We want to be

future proof.

Mobile

advertisement

is the future


Share of average Online usage time in %

Source: GfK Crossmedia Link Germany (November 2015).

Base: Multi-Screener 14+ (persons using desktop and smartphone) Desktop / fixed line: @home

Smartphones are the most important device to go ‚online‘

while ‚online‘ means using apps (94% of usage time)

Desktop

6%

94%

Browser

App

68%

32%

Mobile


OVK / Mac Mobile Report 04/2015 – Nettovolumen Deutschland exkl. SEM

Mobile Ad Spending do not reflect high mobile internet usage yet –

Black Box: Mobile Ad Effectiveness

Spendings Online Display total

€ 1,581,000,000

Spendings Mobile: 8%€


Share global Ad Spending in %

Source: ZenithOptimedia

Globally, mobile advertising is growing fast and is expected to outpace

TV and Print in 2018

40%

18%3%

17%

8%

7%

7%1%

2013

37%

20%

9%

13%

7%

7%7%

1%

34%

19%

19%

10%

5%

7%6%

1%

2015 2018


We keep on

going mobile…

Thank you!


Your point of contacts

+49 911 395 3387

Director Communications & Digital

Konstanze Fichtner

[email protected]

+49 40 696 669 312

Senior Consultant Communications &

Digital

Gülsen Göreci

[email protected]


Fragen?

LET`S MEET & TALK.

Konstanze Fichtner, Director Communications & Digital

Gülsen Göreci, Senior Consultant Communications & Digital

Measuring Mobile Ad Effectiveness - GfK...© GfK 2016 | Expert Talk Measuring Mobile Ad...

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