2010.06 The Proof for Branding Online
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Interact Congress Barcelona 2010 Branding Online: The Time Is Now The Proof for Branding Online
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2010.06 The Proof for Branding Online
- 5. Panels Provide the Solution comScore Global Panel of 2 Million Users, Largest of Its Kind Mobile Usage 360° View of Consumer Behavior Advertising Exposure Online / Offline Transactions Search Behavior Demographics Life Stages Streaming Video Web Visiting and Viewing The Only Global Measurement of Audience and e-Commerce 41 Media Metrix Reported Countries 170+ Countries with Sample Presence
- 9. Going Beyond Site Visitation and Search to E-Commerce: Display Campaigns Increase Buyer Conversion Campaign generated 50,000 (33%) more buyers Campaign Reached 34% of U.K. Internet Users with an Average Frequency of 7 Impressions +50,000 buyers Total HH Reached Buyer Conversions 12.8m 12.8m 1.2% 1.6% Total Buyers 154,000 204,000 Source: comScore Campaign Metrix Metric Without Campaign With Campaign
- 12. 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
- 13. 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%
- 14. Within the Public Sector Campaign, Video Generated Higher Lifts than Did Display
- 15. Campaign Search Queries Climb Steadily With Increased Display Exposures While Video Has a More Immediate Impact with Fewer Exposures Absolute Percentage Point Lift in Campaign Search Term Reach Exposed Group vs Control Group Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector
Notas del editor
- Our panel is global in reach Only panel with presence in 172 countries that enable us to measure Internet usage on a worldwide basis. Unique service Only company to offer detailed information from 32 individual countries, which gives us significant growth potential internationally We collect a comprehensive set of information on these panelists What is different about the comScore panel: Passive measurement, not surveys. Real view of behavior. Tracking over time. What happens when someone is exposed to an ad., if they don’t buy immediately. By tracking them over time we get the total picture.