From Event to Action: Accelerate Your Decision Making with Real-Time Automation
Can we just move beyond click rates already
1. Can we just move beyond Click
through Rates already?
Alan Thompson
Ipsos ASI, Vice President, Digital Product Development
Caryn Brouwer
Ipsos ASI, Vice President, Digital Strategy
2. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?
“ There’s never been a better time
to be in advertising, and there’s
never been a worse time.
– Aaron Reitkopf, North American
”
CEO of digital agency Profero
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3. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?
Measuring the impact and efficiency of digital communications must
move beyond measuring click through rates, and other readily
available behavioral metrics, for brands to properly understand the
success or failure of their campaigns. Metrics like click through rates,
although easy to measure, are only one piece of the puzzle. What
about the branding and imagery the ad provides and the impact it can
have on the viewer? And as click through rates continue to fall even
lower, one even has to stop and wonder, how many of those clicks are
from people who accidentally clicked on the ad when they were trying
to click on content?
In order to best manage the impact of digital communications you need to
account for multiple points of impact, including;
1. your brand’s one Big Idea – the one thing that will guarantee the right
impact for your brand
2. reaching your target audience – versus the audience that happens to
be there
3. driving retransmission of your communications – to increase your
potential reach
4. and, monitoring and maximizing your investments – to know how
to optimize for the future
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4. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?
First things first: ground your communications
ONE in one Big Idea
Focusing effort on getting your brand’s strategy right is critical for
advertising efficiency regardless of medium because it outlines the
one communication platform the brand should take. Because, audience
fragmentation across traditional channels (such as TV, magazines, radio, etc.) has
created a significant challenge for marketers in how they efficiently reach their
target audience. Even with digital there are multiple touchpoints that can be used
to connect with and engage with customers and prospects from email, to search,
to social, to mobile. Marketers must now coordinate media buys across multiple
networks, and deal with multiple resources, to try and reach their target audience.
So as your consumers constantly (and perhaps frequently) change channels, your
communications should continue to build the right impact and brand image and in
a consistent fashion.
Fortunately, digital provides a very efficient means through which an idea can be
communicated, reinforced, and built upon, as consumers navigate around the
Internet through those various channels. Key is to build the touchpoints with your
consumer in mind so that you can make your message available to them when they
need it and in a way that appeals to their personal needs and values, but also in a
way that respects how they digitally engage with your brand and category to be
most effective.
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5. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?
Then ensure your communications reach your
TWO target audience.
With the Internet, targeting a defined audience across a large
number of websites can be very efficient and cost effective. But –
you still need to understand what you are buying. We have noted that the large ad
networks may not always be as efficient as more targeted buys – because they were
just that – less targeted. So how can you maximize reach if you choose to run across
a large ad network or with a centralized ad serving company?
Publisher Target Read: % Target Delivery
Targeted ad network
buy with Flash & 72%
Video Placements
Publisher 1 52%
Publisher 2 52%
Ad network buy with
Flash placement 50%
and less targeting
Video ad network buy 50%
Source: US CPG Case from Ipsos ASI Brand Graph Digital
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6. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?
Ensure, don’t just request, that all of your communications (not just flash or
video roll) are always in view for your target to react to versus being below the fold.
While it may result in a slightly higher CPM, it will be a more efficient placement
and is one simple step that will maximize your communications’ impact.
Digital Campaign Breakthrough
Aided Ad Recognition
Among Total exposed to Digital
53 56
45 42
37 39
Total Exposed Ad network buy with Flash placement and less targeting
Publisher 1 Targeted ad network buy with Flash & Video Placements
Publisher 2 Video Ad Network Buy
Source: US CPG Case from Ipsos ASI Brand Graph Digital
Finally, because consumers are constantly changing channels, be aware of who the
consumer is when they show up on your website or social site, AND have as much
information about them as possible. This includes what has specifically been
communicated to them previously through various marketing channels (hopefully
in a consistent manner), and how they responded (or did not respond) to those
messages. This will help determine what the best communication should be for the
next touchpoint by maximizing the relevancy to the consumer.
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7. C A N W E J U S T M O V E B E YO N D C L I C K T H R O U G H R AT E S A L R E A DY ?
In addition to reaching your target audience,
THREE you need to drive (and measure) the
retransmission of your communications.
Digital is the perfect medium to allow consumers to easily share
or retransmit ideas, comments, communications etc., about a specific brand or
an experience that they have had with a brand. Ensure there is the necessary
interactivity like a “share this”, or “liking” comment or page, so you have the
opportunity to expand the REACH of your communication, in an exponential
manner, beyond your initial target group to a much broader audience.
To maximize the benefit of this, plan to place your digital communications across
channels to easily facilitate sharing and retransmission. In fact, encourage
sharing and retransmission! Especially if you understand the messages
and content that your consumers will retransmit: are your consumers
interested in retransmitting humor, new news, interesting articles, etc? And,
which of these are most appropriate for your brand or category?
Finally, because digital communications create a plentiful audit
trail and history of every interaction an advertiser can have with
FOUR consumers, use it synergistically with insight into consumer
attitudes about your brand, as another source of intelligence to
monitor and maximize your investments. You have the
flexibility with digital communications to make adjustments to the media buy
and flighting after launch so have the right research tools and behavioral data
to evaluate in-market performance early on so that you can make necessary
adjustments to remaining spend.
The richness of data and insight available from the digital medium
should be empowering – you have more data about your consumers
and how they interact with advertising than you might have ever
had before. Leverage it to build future marketing efforts that are
even more effective, produce better results, and further maximize
your brand’s resonance.
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