An overview of measurement models and perceptions of ad effectiveness by Hannah Bewley, IAB for IncisiveCreate

1. An Overview of Measurement Models
and Perceptions of Ad Effectiveness.
Hannah Bewley,
Research Manager, IAB
iabuk.net/hannah 05 March 2013

2. Agenda
• Setting the scene – size of the market
• Say no to CTR’s!
• Measuring ad effectiveness
• Examples from our research
• Summary and conclusions

3. The digital media mix
% share of revenues for the H1 2012
Category H1 2011 Share
Search 58%
Display 23%
Classified 17%
NB: Other includes Lead Generation, Search Affiliate, Solus E-mail, Mobile SMS/MMS
Source: : IAB / PwC Digital Adspend H1 2012

5. Average customer journey was 10.7 days
Number of ads exposed to / clicks made:
MOBILE
9.2 + 0.9 + 0.8 = Quote/Purchase
(over 15.7 days)
Display Organic Sponsored
Search Search
AUTOMOTIVE
2.1
+ 0.6 + 0.2 + 0.1
= Visit
(over 8.5 days)
Online Organic Sponsored Buzz
Display Ad Search Search
TRAVEL
3.1
+ 0.2
+ 0.7
+ 1.0 = Quote/Purchase
(over 7.8 days)
Display Emails Organic Sponsored
Click Click Source: travel, mobile, automotive

6. Two thirds of those who visited the brand site did
so within a week of seeing the display ads
Display advertising – how long does it take people to visit
after exposure to the ad?
Total
Travel 72%
68%
66%
58%
Mobile
Automotive
32%
24%
22%
17%
4% 5%
3% 3%
5 seconds Same Session Less than a week

7. On average, 5.3% of those exposed to
display went on to visit the site
Display advertising – how many people visit after exposure?
Travel Mobile Automotive Average
5.6% 7.9% 2.4% 5.3%
of those exposed of those exposed of those exposed of those exposed
to the display to the display to the display to the display
campaign went on campaign went on campaign went on campaign went on
to visit the to visit the to visit the to visit the
Brands site post Brands site post Brands site post Brands site post
exposure exposure exposure exposure

8. So what should we measure?
It depends what is the
advertising is trying to
achieve!
Measurement should:
• Match up with the
objectives of the advertising.
• Capture the impact on the
consumer.

10. Background and Methodology
• Performance of formats across five key brand
metrics
• Aided Brand Awareness
• Online Ad Awareness Sales
Funnel
• Message Association
• Brand Favourability
• Purchase Intent
• Based on
• 910,762 respondents from 15 countries including
UK, USA, Europe, South America and Australasia
• 940 campaigns measured
• 18,724 unique combinations of creative and website use

11. Methodology
A Exposed*
Both groups
are surveyed
Yes at the same + 11% uplift
time about 39%
their attitudes
28%
toward the
B Control* brand in the
No creative
Control Exposed
* Matched sample
iabuk.net/contact

12. Formats analysed
Billboard Banner
Skyscraper
MPU
Wall Paper
Half Page

13. iabuk.net/contact

15. Wallpaper shows the greatest uplift in
Brand Awareness
Uplift amongst those exposed to…
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
Aided Brand Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: Have you heard of the following brand?
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK

16. Billboard dramatically out performs all
formats for Ad Awareness
Uplift amongst those exposed to…
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Online Ad Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: Have you seen the following brand advertised online in the past 30 days?
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK

17. Billboard most positive in driving Brand
Favourability
Uplift amongst those exposed to…
3%
3%
2%
2%
1%
1%
0%
-1%
-1%
-2%
-2%
Brand Favorability
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: How would you describe your overall opinion of the following brand?
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK

18. The best performing formats
Brand metric Best Uplift of Average uplift of Best new format
performing best format traditional formats vs traditional
format average
Aided Brand
Awareness Wallpaper 2.1% 1.1% x 2 better
Online Ad
Awareness Billboard 16.6% 1.8% x 9 better
Message
Association Wallpaper 5.2% 0.7% x 7 better
Brand
Favorability Billboard 2.5% 0.7% x 4 better
Purchase
Intent Skyscraper 1.4% 0.7% n/a

21. All Key Branding metrics showed an uplift
30
% 26%
23
% 21%
22%
14%
Brand Awareness Message Association Brand Perception
8% points 7% points 5% points
13
%
11% 12% 9%
14% 4%
11% 2%
Brand Favourability Purchase Intent Ad Awareness Ad Recognition
3% points 1% points 2% points 5% points
Control group Test group
n=1,256 (control and test group)

22. Creative diagnostic Impact on Creative
Format type: Frequency
New format types can be effective at lower frequencies for three key brand
metrics
Creative Diagnostic
New Traditional
statements Format types Format types
show an up-lift…
… eye-catching
… engaging
3 to 6 7+
… for people like me contacts contacts
sufficient recommended
… makes me want to find out more
information

23. Specialist and Newspaper Sites outperform
28 32%
%
21%
14
%
Brand Awareness Brand Perception
23%
14%
11%
11%
Brand Favourability Purchase Intent
Control Group Specialist & Newspaper Sites n=1,256 (control and test group)

25. All Key Branding metrics show an uplift!
Control group Test group
68 65
TRESemmé 49 46 % 40 %
52
28 % % 32 %
% %
%
21% points 22% points 25% points 20% points
Brand Brand Likelihood to Switching
preference favourability recommend consideration
(amongst non-users)
Control group Test group
British Gas 57 55 66
36 38 % 32 % %
32
% % % % 11
%
4% points 19% points 23% points 55% points
Switching
Brand Brand Likelihood to
consideration
preference favourability recommend (amongst non-customers)
Brand preference: Which of these statements best describes how you feel about these hair care companies / energy suppliers? (A: It’s the only one I’d consider, or It’s one I would consider above
most others)
Brand favourability: How would you describe your overall opinion of each of the following hair care brands / energy suppliers? – (7 point scale, top 3 box).
Likelihood to recommend: How likely are you to recommend each of the following brands / energy suppliers? – (7 point scale, top 3 box).
Switching consideration: When considering switching hair care brands/ energy suppliers, which of the following brands would you consider switching to? - (7 point scale, top 3 box).
Source: comScore Marketing Solutions

26. Exposure to the sponsorship increased
agreement with brand statements
Used by Has a wide range of
professionals TRESemmé products 78%
+31% 72%
55% +29% 59%
Its affordable Is innovative
+29% 72% +64% 64%
56% 39%
Its stylish Is credible Is salon quality
+54% +38% +42%
74% 72% 74%
48% 52% 52%
Q: To what extent do you agree or disagree with the following statements when used to describe TRESemmé? (7 point scale, responses 5-7) Source: comScore Marketing Solutions

27. iabuk.net/contact 05 March 2013

28. Summary
• CTR’s only tell a very small part of the story!
• Online is an effective brand building medium.
• Ad effectiveness studies need to measure the impact of the ad on the
consumers.
Select metrics that reflect the objectives of the advertising
 Measure the impact amongst the campaign target audience
 Use techniques that can link passive behaviour with
attitudes, and if possible, outcome data
 Don’t underestimate the impact of environment, size and content

29. And finally, one sector who understand this =
Consumer Goods
Consumer Goods
is a sector that
appreciate the
importance of brand
building online (and
not CTR’s)
Source: IAB / PwC Digital Adspend IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. Data
excludes unclassified, multi-advertiser, recruitment and misc figures and covers 56% of online & mobile display revenues in H1 2012.

30. Thank you!
hannah@iabuk.net
05 March 2013