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ADimension® - Improving Online Campaigns
- 2. Today’s Agenda
About Research Now and Steel London
Current landscape
Current online ad tracking tools
Our unique technology
How does it work?
Case Study - Debenhams
Outputs and the Future
© 2012 Research Now 2
- 3. About Research Now
Research Now the largest online-panel provider globally
6.5 million + panelists globally, all opted in
More than 5000 clients spanning Europe, the
Americas and Asia-Pacific
In 2010, we delivered 4,500
online projects in EMEA alone
38 country panels around the
World
1100+ employees in 23 offices on
6 continents
Digital Data Collection Experts
– either passively or overtly
© 2012 Research Now 3
- 4. About Steel London
Digital creative and marketing agency
Create engaging communications in a
digital world
Growing ROI of earned and owned
media for clients
© 2012 Research Now 4
- 7. 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 7
- 8. 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 8
- 9. However, IAB comments Pop-up surveys as
flawed
Original, pre-Panel survey based solution
Pop-ups are the most common methodology so should be sound?
Feature Pop Ups
Healthy response rates O
Measures delayed effect of Ad O
Representative sample O
Demographic profiling added to data O
© 2012 Research Now 9
- 10. EU Directive - cookie opt in required
EU directive being implemented across Europe will require opt in for
cookies
Increasing concern about behavioural tracking & observation
Participants need to opt in before being cookied, when user can be
identified
Therefore need a real relationship with panel member - RN has almost 2
million fully opted in cookie panellists
© 2012 Research Now 10
- 11. Panel Ad Tracking is a numbers game too!
Research Now provide the largest fully opted in cookied
panels:
11 country panels cookied, 2 million panellists
Coupling our panel sizes to massive audience measurement capability
gives our clients unrivalled insight into campaign performance
© 2012 Research Now 11
- 13. ADimension - Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
© 2012 Research Now 13
- 14. 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 14
- 15. 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 15
- 16. 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 16
- 17. Case Study - Debenhams
Debenhams & STEEL
© 2012 Research Now 17
- 18. Debenhams & STEEL
Been their digital agency for years!
eCRM, social media and online display
Carat = media buying
© 2012 Research Now 18
- 19. Debenhams & STEEL
What was going on?
Online display campaigns deemed to be a ‘success’
Integrated with TV campaign using repurposed TV creative
Measured by minor uplifts in CTR and how low a CPA can go, etc
Yet, BRANDING was objective of these campaigns
© 2012 Research Now 19
- 21. Debenhams & STEEL
We needed to change things
1. We needed to measure the campaign objective not just the campaign
action
2. We needed to derive creative learnings that could influence and improve
performance of digital display in the overall media mix
© 2012 Research Now 21
- 23. Debenhams & STEEL
The Campaign
Needed a snapshot of the performance of first burst of ‘Life Made
Fabulous’ campaign – show Debenhams that this is the way ahead
Objectives:
- Amplify TV advertising
- Raise awareness of designers
- Target women 18-35 and 25-45
Timings
- 12th – 25th September 2011
© 2012 Research Now 23
- 26. Debenhams & STEEL
Why?
Not site intercept! Panel based
Panel stability – tracking studies
Ability to profile campaign universe
Ability to measure impact of creative and format…
…and by media owner/site
© 2012 Research Now 26
- 27. Debenhams & STEEL
What we looked at
Impact of frequency of exposure
Awareness
Message association
Influencing opinion and behaviour
Reaching the target audience
© 2012 Research Now 27
- 29. Debenhams & STEEL
Frequency of exposure
Average Frequency
All exposed 2.71
Spontaneous awareness 1.96
Prompted awareness 2.49
Association with ‘Life made fabulous’ 2.28
Association with designers 2.70
Women 18 - 35 2.02
Women 25 - 45 2.44
Low frequency for spontaneous awareness impacted by TV?
© 2012 Research Now 29
- 30. Debenhams & STEEL
Spontaneous awareness
40% %Ch
C vs Ex
+21.2%
20%
17%
8% 7% 7% 6% 5%
Debenhams
New Look
H&M
John Lewis
Tesco
Marks & Spencer
Next
Asda
© 2012 Research Now 30
- 31. Debenhams & STEEL
Prompted awareness
Debenhams (on or offline) shoppers
= 49% awareness
58%
Debenhams online shoppers
= 59% awareness
37% 36% 35%
23%
%Ch
C vs Ex
Marks & Debenhams Next John Lewis None of the
Spencer above
© 2012 Research Now 31
- 33. Debenhams & STEEL
‘Life made fabulous’
Spontaneous awareness of advertising
= 31% association
49%
Prompted awareness of advertising
= 33% association
Debenhams shoppers
= 27% association
23%
12%
10%
%Ch
6%
C vs Ex
Debenhams John Lewis Marks & Next None of the
Spencer above
© 2012 Research Now 33
- 34. Debenhams & STEEL
Association with designers
70% Spontaneous awareness of advertising
= 82% association
Prompted awareness of advertising
= 84% association
Debenhams shoppers
= 82% association (87% online shoppers)
%Ch
C vs Ex 16%
8%
4% 2%
Debenhams John Lewis Next Marks & None of the
Spencer above
© 2012 Research Now 34
- 36. Debenhams & STEEL
Post exposure behaviour
Visited Debenhams.com 32%
Visited a store 21%
Made a purchase in store 11%
Respondents associating
Signed up for Debenhams emails 8% Debenhams with ‘life
made fabulous’ are more
likely to have visited a
Told someone else about Debenhams 8% store (27%) purchased
in store (17%) and
Purchased from Debenhams.com 6% visited Debenhams.com
(38%)
Followed Debenhams on Facebook 2%
None of the above 41%
© 2012 Research Now 36
- 37. Debenhams & STEEL
Propensity to shop
Likely to shop in store Likely to shop online
Shopped in store 96% Shopped online 92%
Debenhams shoppers 94% Debenhams
65%
shoppers
Designers 83% Designers 56%
Life made fabulous 87% Life made fabulous 62%
Prompted recall 87%
Prompted recall 69%
Spontaneous recall 86%
Spontaneous recall 59%
Exposed 75%
Exposed 51%
© 2012 Research Now 37
- 39. Debenhams & STEEL
Exposed to the campaign
69% of those exposed to campaign were women
46% were W18-45
Could do better!
How does this compare to TV?
© 2012 Research Now 39
- 40. Debenhams & STEEL
Awareness
No significant differences in:
– Awareness of advertising
– Claimed visits or purchases
– Opinion of Debenhams
– However…
© 2012 Research Now 40
- 41. Debenhams & STEEL
Exposed women 18-35
66% already shop 84% now likely to
in store shop in store
25% already shop at 57% now likely shop
Debenhams.com at Debenhams.com
© 2012 Research Now 41
- 42. Debenhams & STEEL
Exposed women 25 - 45
60% already shop 81% now likely to
in store shop in store
25% already shop at 61% now likely shop
Debenhams.com at Debenhams.com
© 2012 Research Now 42
- 43. Debenhams & STEEL
What’s driving this?
Association All exposed Exposed W18-35 Exposed W25-45
Life made
23% 31% 28%
Fabulous
Designers 70% 91% 88%
Designers significant at 99%
© 2012 Research Now 43
- 45. Debenhams & STEEL
Recommendations
Distinguish from TV campaign
Whilst maintaining some integration with overall brand and campaign
Use digital creative for what it does best – encourage participation
Its role in reinforcing other media activity is in pushing the brand
messages and encouraging engagement
The digital creative can work harder…
© 2012 Research Now 45
- 46. Debenhams & STEEL
Digital planning 2012
Push Pull
Engagement media
Paid Earned Owned
Display Organic search Brand website
Paid search Social media follows Email marketing
High engagement driven not just
by targeting, but ability of display
creative to pull audience into
earned/owned media
© 2012 Research Now 46
- 48. Debenhams & STEEL
Next steps
Ongoing tracking
Accurate creative tagging to facilitate format and site measurement
Campaign universe profiling to identify channel reach and improve channel
planning
Better targeting, higher engagement, better ROI
Happy client.
© 2012 Research Now 48
- 55. 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.
Measuring online ad campaigns is crucial to ensure an
accurate measurement of ROI
© 2012 Research Now 55
- 56. Contact
Martin Filz
Managing Director, EMEA & APAC
Research Now
020 7921 2400
mfilz@researchnow.com
Helen Gawor
Head of Planning & Insight
Steel Marketing
020 8871 2656
helen.gawor@steellondon.com
© 2012 Research Now 56