Online Advertising and Branding Effectiveness © Оснат Зарецки #digibrand
•Descargar como PPT, PDF•
5 recomendaciones•1,007 vistas
![[object Object],[object Object],Online Advertising and Branding Effectiveness Lessons from USA and Europe](https://image.slidesharecdn.com/comscorezaretsky-110608031913-phpapp01/85/online-advertising-and-branding-effectiveness-digibrand-1-320.jpg)
![KEY LESSONS LEARNED ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Más contenido relacionado
Destacado
Destacado (15)
Más de Cossa
Más de Cossa (20)
Online Advertising and Branding Effectiveness © Оснат Зарецки #digibrand
- 4. comScore is a Global Leader in Measuring the Digital World V0910 NASDAQ SCOR Clients 1600+ worldwide Employees 900+ Headquarters Reston, VA Global Coverage 170+ countries under measurement; 43 markets reported Local Presence 30+ locations in 21 countries
- 5. Among our European clients Agencies
- 6. Инновационный подход comScore к измерению Счетчики на страницах сайта Unified Digital Measurement™ (UDM) Patent-Pending Methodology ПАНЕЛЬ 2 миллиона панелистов в мире 360°видимость поведения пользователей PERSON -Centric панель с SITE -Census измерением
- 9. Display advertising’s early mistake
- 10. Clickers becoming extinct in USA? July 2007 March 2009 Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks Heavy Moderate Light Non
- 11. And the Russian clickers? Source: comScore Marketing Solutions, Russia, August 2010 Only 10% of the Russian online population click on Display ads!
- 16. Sales Impact Comparable to TV BehaviorScan tests conducted over one year period comScore studies over three months* *Assumes 40% HH Internet reach against target.
- 26. Ad Effectiveness Solutions Post Buy Analysis Reporting on actual campaign delivery Behavioural Effectiveness Measuring consumer behaviour after exposure to online ads Attitudinal Effectiveness Understanding consumer attitudes after exposure to online ads
- 29. Visitor Non-Buyer Analysis 7.6% Bought at easyJet 92% Became Visitor Non-Buyers (VNBs) 87% That Visit Another Relevant Site 88% Did Not Convert 12% Bought Elsewhere 4.1Million Unique Visitors 13% Had No Other Relevant Activity ILLUSTRATIVE DATA ONLY Analysis of Airline Non-Buyers (VNBs) Transaction Share of Lost Sales Among VNBs
- 30. Demographic Profile of Exposed Audience
- 31. Example of advertising effectiveness UK - The .Fox Ad Studies Reach & Frequency Information by Campaign Campaign Overall Campaign Reach Average Frequency of Exposure Online Gross Rating Points (GRPs) Formats Used Finance 8.2MM (23%) 3.5 82 Only Video Travel 26.4MM (72%) 5.6 405 Display Public Sector 22.8MM (62%) 6.5 403 Display + Video Utilities 16.9MM (46%) 6.0 276 Display
- 32. Overall Campaign Summary Advertiser site reach within 4 weeks of first exposure to display ad Reach of advertiser search queries within 4 weeks of first exposure to display ad Sector Unexposed Group Exposed Group Absolute Percentage Point Lift % Lift Finance 1.98% 5.47% 3.49 176% Travel 0.33% 4.88% 4.55 1,379% Public Sector 0.19% 1.05% 0.86 453% Utilities 0.05% 0.55% 0.50 1,000% Sector Unexposed Group Exposed Group Absolute Percentage Point Lift % Lift Finance 3.97% 7.43% 3.46 87% Travel 0.20% 2.40% 2.20 1,100% Public Sector 1.97% 3.50% 1.53 78% Utilities 1.07% 2.55% 1.48 138%
- 34. Thank You. Osnat Zaretsky Twitter - @Osnatz ozaretsky@comscore.com THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE ™
Notas del editor
- Never use the term “offices”. Say “locations” instead.
- UDM is Adopted by 88% of Top U.S. Media Properties (Sept 2010)
- Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks
- Key Points: The quality of an ad’s creative has a four times greater impact on sales changes than key media planning variables, like GRPs, wearout and continuity of airing. This research from comScore ARS proves that advertising creative is four times more impactful in influencing sales than media planning variables, like GRP, wearout, continuity/flighting of airing. The study findings showed that fifty-two percent of market share movement is attributable to the quality of creative, making creative the number one driver of sales change. Takeaway for marketers: -There is value in focusing on the quality of creative, and not just relying on media planning elements, which only account for a combined 13% of market share movement. -These findings not only support the value of copy-testing in the traditional TV space, but also in digital advertising, where much of the focus has historically been placed on ad format and placement strategy. -65% (or two thirds) of the factors that influence an ad’s ability to increase sales are factors that comScore ARS can advise on. There are other “levers” (i.e. that other 35%) that also impact sales change but these factors are not as easy to change/adjust. Study Details: The research findings are based on an analysis of 396 television advertising campaigns (179 brands, 92 categories, 36 advertisers and 8 countries). For each campaign, market share was evaluated pre-campaign and post-campaign to derive the variance in market share shifts explained by various advertising elements (i.e. ad quality, media weight, etc). Sales data was sourced from R. L. Polk New Vehicle Registration, IMS HEALTH, IRI InfoScan, Markettrack, Nielsen SCANTRACK or Nielsen Retail Index.
- Display will have a much easier time making the case for brand dollars, but it needs to correct the four mistakes we discussed earlier.
- For every ad, comScore looked at the following post-view behavioral measures: Visitation - A visit to the marketer’s website Minutes –Minutes spent at the marketer’s website Trademark Search – A search for trademark terms belonging to the marketer