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Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience
1.
ADimension® - Improving
Online Campaigns Caroline Ewings, Research Now Malcolm Murdoch, Mindshare
2.
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 © 2012 Research Now 2
3.
About Research Now Research
Now the largest online-panel provider globally Digital Data Collection Experts either passively or overtly 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 © 2012 Research Now 3
4.
About Mindshare
Global Billings £8.1 Bn UK Billings £710m 112 OFFICES UK Online 83 COUNTRIES £120m 4 © 2011 Research Now
5.
Current Landscape
© 2012 Research Now 5
6.
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 © 2012 Research Now 6
7.
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… © 2012 Research Now 7
8.
Pop-ups are the
most common methodology so should be sound? However, IAB slams Pop-up surveys as flawed Feature Pop Ups Healthy response rates O Representative sample O Measures delayed effect of Ad O Demographic profiling added to data O © 2012 Research Now 8
9.
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 © 2012 Research Now 9
10.
Panel based effectiveness
© 2012 Research Now 10
11.
ADimension - Gaining
the whole picture Combining Audience Measurement with Opt-in Panels © 2012 Research Now 11
12.
How it works Step
1 Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns. Step 2 We embed tags in your online creative to capture campaign details © 2012 Research Now 12
13.
How it works Step
3 Every time a panelist is exposed to your ad, we log it. Step 4 We add rich demographic profiling data on exposed panelists © 2012 Research Now 13
14.
How it works Step
5 Tailored surveys are sent to exposed and unexposed panelists Step 6 Combined data sets are delivered for you to derive insights © 2012 Research Now 14
15.
Case Study River Island
& Mindshare © 2012 Research Now 15
16.
What we wanted
from the project • Can Online Drive Brand Metrics for our Client? • Is the effect measurable? • Are we reaching the right people? 16 © 2011 Research Now
17.
Online Drove Brand
Metrics 40% 33% 30% 27% Uplift in Metric 23% 20% 10% 0% Ad Recall Fashion Authority Reported Purchase 17 © 2011 Research Now
18.
We reached (mostly)
the right people 0-17 2% None / not specified 6% 18-24 24% F 0% 25-34 25% 35-44 19% E 11% 45-54 16% D 8% 55-64 10% C2 15% 65+ 4% C1 33% B 20% Male 29% A 7% Female 71% 18 © 2011 Research Now
19.
Reassuringly, More online
advertising = more ad recall 16% 15% Ad Recall % Recall Seeing the Online Ad 14% Average among exposed 13% Average among control 12% 11% 10% 9% 8% 7% 6% 0 2 4 6 8 10 12 # of Ad Impressions Line estimated from exposed and non-exposed respondents, n=1,062 Slope estimation significant at 95% confidence level 19 © 2011 Research Now
20.
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 20 © 2011 Research Now
21.
Outputs
© 2012 Research Now 21
22.
Outputs Impressions over time
with demographics © 2012 Research Now 22
23.
Outputs Likelihood to purchase
© 2012 Research Now 23
24.
Outputs Normative summary
© 2012 Research Now 24
25.
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 © 2012 Research Now 25
26.
Contact
Caroline Ewings Client Development Director – Ad and Media Research Now 020 7921 2400 cewings@researchnow.com Malcolm Murdoch Director of Digital Data and Performance Mindshare © 2012 Research Now 26
27.
© 2011 Research
Now 27
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