The document discusses online advertising and evaluating the success of online campaigns. It provides an overview of Research Now's methodology for audience validation and online campaign evaluation using a global online panel. The methodology combines panel data on demographics and online behavior with survey data. As a case study, it summarizes Research Now's evaluation of a Debenhams brand awareness campaign, finding it increased brand recall and influenced online and in-store shopping behavior, particularly among the target audience of women aged 18-45 in the UK.

1. Online Campaigns:
A waste of money or
improving your bottom line?
James Burge
Managing Director, APAC
Luke Biggins
Client Development Manager, Australia
19th February 2013
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2. Agenda
1. About Research Now
2. How technology changes our lives
3. Online advertising market
4. The evolution in online media buying
5. Assessing the Success of Online Campaigns
6. The methodology
7. Case Study: Debenhams
8. Q&A
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3. Online Panels. Digital. Mobile.
Global leader of digital data collection and online sampling
 Largest online panel in the industry
– Over 6.5 million panel members
– Spanning 38 countries
 Over 1,200 research professionals dedicated
to providing superior client service
 25 Offices Worldwide for global excellence and coverage
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4. Technology continues to change our lives
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5. Re-imagination of Connectivity …
Then
Avant Now
Maintenant
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6. Re-imagination of News & Information Flow …
Then Now
 Delayed  Real-Time
 Dedicated Reporters & Cameramen  Citizen reporting via Mobile Devices
 Regional or National Reach  Global Reach
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7. Re-imaginaton of Files & Folders
Then Now
 Print Copies  Always Synced
 Storage Cabinets  Always Accessible
 Colour Tabs  Multi-Device Searchable Digital Files
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8. The Evolution of Advertising …
Then Now
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9. 9

10. Digital to Account for One in Five Ad Dollars
Internet marketing currently represents ~25% of all
marketing spending and is predicted to reach 50% by 2020
Digital Ad spending in APAC, 2010-2016 Digital Ad Spending Worldwide, 2010-2016
Billion U.S. dollars Billions,% change and % of total media ad spending
$163.04
$149.18
$134.65
$118.40
Ads spending in billion U.S. dollars
$102.83
$87.27
25.9%
$72.37 24.8%
23.4%
20.6%
21.7%
19.8%
17.5%
15.2% 17.7% 17.8% 15.1% 13.7% 10.8% 9.3%
2010 2011 2012 2013 2014 2015 2016
Digital ad spending % of change % of share
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all various
formats of advertising on those platforms.
Source: eMarketer.com, Jan 2013
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11. The Evolution in Online Media Buying
As online media buying continues to evolve, one
unchanging factor will always remain – your audience
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12. Advertisers Agency Publishers
You are buying, selling or finding audiences
We help you to validate your audience
& your media buy
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13. The Methodology
The most comprehensive methodology for audience
validation and online campaign evaluation
Millions of panel members:
• Global reach
• Opted-in
• Deep profiling Cookie data
• Higher response rate
• Ready to survey • Exposure
• Site
• Creative
• Frequency
………………………….…….
Survey data
Panel data • Attitudes toward the
brand (brand impact)
• Demographics • Brand metrics
• Profiling • Client questions
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14. What is the ADimension Advantage?
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15. Audience Validation
Validate that you are reaching your target audience
and identify other opportunity segments
 Thousands of consumer profile variables
 Hundreds of B2B attributes
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16. Online Campaign Evaluation
Validate your audience and evaluate your campaign
What you get
 Industry-standard reporting
including:
− time & placement
− frequency of exposure
− creative execution
What else?
 Socio-demographic data
 Psychographic data of each panellist exposed to the campaign
 Profile data
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17. The Process
1. Creatives are marked with a "tag"
2. Launch the campaign and track every
instance where panel members
are exposed to it
3. Evaluation of aggregated tracking data
4. Survey is sent out to the panel members
(exposed and unexposed groups)
5. Panel members respond to the survey
(target group/non-target group)
6. Data evaluation and processing
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18. ADimension
Research applications
 Audience validation
 Website visitation and online behaviour
 Brand metrics, including purchase intention, ad
recall, brand awareness, etc.
 Comparison with non-exposed groups
 Survey of different target group segments
 Pre-test and/or post-test
(cross-sectional and longitudinal section studies)
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19. Debenhams Case Study
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20. About Debenhams
Company profile
 British department store
operating in 24 countries,
including:
− United Kingdom
− Ireland
− Germany
− India
 Turnover: US$ 2,209.8 m
 Profit (net): US$ 117.2 m
 Mixed distribution:
− Stores
− Online
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21. Debenhams campaign
 Timeline for campaign:
12th – 25th September
 TV & online
 Branding Campaign: "Life Made Fabulous"
 Core target group:
Women in the UK,18 to 45 yo
 Campaign Objective:
Strengthening of the brand to increase sales
 Research questions regarding
the advertising campaign
− Does the online advert increase ad recall?
− How does the advert affect attitudes and
behaviour?
 To what extent did the campaign achieve
its objectives?
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22. Debenhams Campaign Study
Project Specification
 Panel: Research Now’s Consumer Panel
 Questionnaire: Online questionnaire
 The tracking timeline corresponded to that of the campaign
 Data collection timeline for online tracking: 12th – 25th September
 Data collection timeline for online questionnaire: 3rd -16th October
 Exposed group: N = 500, apportioned
 Non-exposed group: N = 500, apportioned
 Target group: Women in the UK, 18 to 45 yo
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23. Debenhams Campaign Study
Key findings
 69% of women were engaged by the campaign
 46% were women in the 18 - 45 age bracket
 Average ad exposure: 2.71
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24. Debenhams Campaign Study
Spontaneous brand recall (unprompted)
25%
21%
20%
20%
17%
15%
10%
8%
7% 7%
5%
0%
Next Debenhams
Debenhams Debenhams
Debenhams New Look H&M John Lewis
(Exp)
(EG) (non-exp)
(KG)
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25. Debenhams Campaign Study
Prompted brand recall
70%
59%
60%
49%
50%
40% 37% 36% 35%
30%
23%
20%
10%
0%
Debenhams Debenhams
Debenhams Exp Debenhams Debenhams
Debenhams Next
Next John Lewis
John Lewis None
Keine der
EG (online)
(online shopper) Exp
EG (on- & Non-Exp
KG of those
genannten
(on-& off-line)
offline) mentioned
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26. Debenhams Campaign Study
Association of brand and campaign slogans
“Life Made Fabulous” is associated with the Debenhams brand name
60%
49%
50%
40%
33%
31%
30%
23%
20%
12%
10%
6%
0%
Debenhams
Debenhams Exp Debenhams
Debenhams Debenhams
Debenhams John Lewis
John Lewis Next
Next None
Keine der
(online shopper) EG (einfache
EG (gestützte Exp Non-Exp
KG of those
genannten
Erinnerung) (on-& off-line)
Erinnerung) mentioned
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27. Debenhams Campaign Study
Influence of the campaign on behaviour
Have visited debenhams.com
Besuchten 32%
Besuchten visited stores
Have das Geschäft 21%
Survey participants who associated “Life
Is Fabulous” with Debenhams stated that
Have made purchases online
Online-Einkauf 11% more frequently they:
 visit the store (27%)
Have registered for the email  shop online (17%)
Registrierung für E-Mail Newsletter 8%
newsletter
 visit the Debenhams.com website (37%)
Have told others about
Anderen über Debenhams erzählt 8%
Debenhams
Folgen Debenhams auf Facebook
Follow Debenhams on 2%
Keines der genannten
None of those mentioned 41%
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28. Debenhams Campaign Study
Target group W18 - 35
84% stated that they
66% have already
also wanted to shop
shopped in-store
in-store in future
57% stated that they
25% have already
will use
used Debenhams.com Debenhams.com to
to shop online shop online in future
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29. Debenhams Campaign Study
Target group W25 - 45
81% stated that they
60% have already
also wanted to shop in-
shopped in-store
store in future
25% have already 61% stated that they will
used Debenhams.com use Debenhams.com to
to shop online shop online in future
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30. Conclusions of Debenhams Study
 Strengthening of the Debenhams Brand
− Unprompted and prompted brand recall was increased by the campaign.
− Online advertising contributed to increased brand recall.
− Clear increase in core target group members, who will visit a store
or the online shop as a result of the campaign.
 Did the advert reach the target group?
− In total, 46% of all exposure to adverts was by the core target group.
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31. Summary
 Greater need for advertisers to measure ROI
 The wealth of data available can now be combined and understood
 Enhanced insights: online campaign effectiveness measurement
opportunities are better than ever
 Greater accuracy: based on actual online behaviour not only recall
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32. Q&A
James Burge
Luke Biggins
19th February 2013
Contact phone: +61 2 9273 7888
DigitalAPAC@researchnow.com
www.researchnow.com
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