Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

ADimension® - Improving Online Campaigns

Caroline Ewings, Research NowMalcolm Murdoch, Mindshare

2© 2012 Research Now

Today’s Agenda

About Research Now and Mindshare Current landscape Current online ad tracking tools Our unique technology How does it work? Case Study – River Island Outputs


About Research Now

Research Now the largest online-panel provider globally

6.5 million + panelists globally, all opted in

38 country panels around the World

More than 5000 clients spanning Europe, the Americas and Asia-Pacific

Digital Data Collection Experts either passively or overtly

4 © 2011 Research Now

About Mindshare

112 OFFICES

83 COUNTRIES

UK Billings

£710m

Global Billings

£8.1 Bn

UK Online

£120m

5

Current Landscape

© 2012 Research Now


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


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…


Pop-ups are the most common methodology so should be sound?

Feature Pop Ups

Healthy response rates ORepresentative sample O

Measures delayed effect of Ad ODemographic profiling added to data O

However, IAB slams Pop-up surveys as flawed


Panel Ad Tracking

Research Now provide the largest fully opted in cookied panels

An EU Directive will be implemented in June, which will require opt-in for cookie tracking.

11 country panels cookied, 2 million panellists

10

Panel based effectiveness



ADimension - Gaining the whole picture

Combining Audience Measurement with Opt-in Panels


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


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


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

15

Case Study


River Island & Mindshare


What we wanted from the project

• Can Online Drive Brand Metrics for our Client?

• Is the effect measurable?

• Are we reaching the right people?


Online Drove Brand Metrics

Ad Recall Fashion Authority Reported Purchase0%

10%

20%

30%

40%

33%

27%

23%

Upl

ift in

Met

ric


We reached (mostly) the right people

Female

Male

71%

29%

65+

55-64

45-54

35-44

25-34

18-24

0-17

4%

10%

16%

19%

25%

24%

2%

A

B

C1

C2

D

E

F

None / not speci-

fied

7%

20%

33%

15%

8%

11%

0%

6%


Reassuringly, More online advertising = more ad recall

0 2 4 6 8 10 126%7%8%9%

10%11%12%13%14%15%16%

Ad RecallAverage among exposedAverage among control

# of Ad Impressions

% R

ecal

l See

ing

the

Onl

ine

Ad

Line estimated from exposed and non-exposed respondents, n=1,062Slope estimation significant at 95% confidence level


Outcome

• Proof points to make us happy with the role of online display for their activity

• Benchmarks for future online campaigns

• Reassurance around the delivery of our audience buying– Hard to verify demographic data around the activity

21

Outputs


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OutputsImpressions over time with demographics


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OutputsLikelihood to purchase


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OutputsNormative summary


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In Summary

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.

FINAL POINT TO BE ADDED


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Contact

Caroline EwingsClient Development Director – Ad and MediaResearch Now020 7921 [email protected]

Malcolm Murdoch Director of Digital Data and Performance

Mindshare


mailto:[email protected]

Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

Technology

Transcript of Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience