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ADimension® - Improving Online Campaigns

Martin Filz, Research Now
Helen Gawor, Steel Marketing
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
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
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
Current Landscape




                    © 2012 Research Now   5
Online Advertising, from Humble
Beginnings




                                  © 2012 Research Now   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   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   8
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
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
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
ADimension




             © 2012 Research Now   12
ADimension - Gaining the whole picture
Combining Audience Measurement with Opt-in Panels




                                             © 2012 Research Now   13
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
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
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
Case Study - Debenhams




Debenhams & STEEL

                         © 2012 Research Now   17
Debenhams & STEEL


   Been their digital agency for years!

   eCRM, social media and online display

   Carat = media buying




                                            © 2012 Research Now   18
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
© 2012 Research Now   20
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
Debenhams & STEEL
We needed to change things




                             © 2012 Research Now   22
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
Debenhams & STEEL
Targeted Placements




                      © 2012 Research Now   24
Debenhams & STEEL
We chose ADimension




                      © 2012 Research Now   25
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
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
Debenhams & STEEL
Awareness




                    © 2012 Research Now   28
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
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
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
Debenhams & STEEL
Message association




                      © 2012 Research Now   32
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
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
Debenhams & STEEL
Influencing behaviour




                        © 2012 Research Now   35
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
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
Debenhams & STEEL
Reaching the target audience




                               © 2012 Research Now   38
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
Debenhams & STEEL
Awareness
   No significant differences in:
     – Awareness of advertising
     – Claimed visits or purchases
     – Opinion of Debenhams

     – However…




                                     © 2012 Research Now   40
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
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
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
Debenhams & STEEL
Recommendations




                    © 2012 Research Now   44
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
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
Debenhams & STEEL
What’s next for Debenhams measurement




                                        © 2012 Research Now   47
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
Debenhams & STEEL
Success!




                    © 2012 Research Now   49
Outputs and the Future




                         © 2012 Research Now   50
Outputs
Panellists Ave. Impressions & Reach




                                      © 2012 Research Now   51
Outputs
Impressions over time with demographics




                                          © 2012 Research Now   52
Outputs
Likelihood to purchase




                         © 2012 Research Now   53
Outputs
Normative summary




                    © 2012 Research Now   54
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
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
© 2011 Research Now   57

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ADimension® - Improving Online Campaigns

  • 1. ADimension® - Improving Online Campaigns Martin Filz, Research Now Helen Gawor, Steel Marketing
  • 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
  • 5. Current Landscape © 2012 Research Now 5
  • 6. Online Advertising, from Humble Beginnings © 2012 Research Now 6
  • 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
  • 12. ADimension © 2012 Research Now 12
  • 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
  • 22. Debenhams & STEEL We needed to change things © 2012 Research Now 22
  • 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
  • 24. Debenhams & STEEL Targeted Placements © 2012 Research Now 24
  • 25. Debenhams & STEEL We chose ADimension © 2012 Research Now 25
  • 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
  • 28. Debenhams & STEEL Awareness © 2012 Research Now 28
  • 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
  • 32. Debenhams & STEEL Message association © 2012 Research Now 32
  • 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
  • 35. Debenhams & STEEL Influencing behaviour © 2012 Research Now 35
  • 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
  • 38. Debenhams & STEEL Reaching the target audience © 2012 Research Now 38
  • 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
  • 44. Debenhams & STEEL Recommendations © 2012 Research Now 44
  • 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
  • 47. Debenhams & STEEL What’s next for Debenhams measurement © 2012 Research Now 47
  • 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
  • 49. Debenhams & STEEL Success! © 2012 Research Now 49
  • 50. Outputs and the Future © 2012 Research Now 50
  • 51. Outputs Panellists Ave. Impressions & Reach © 2012 Research Now 51
  • 52. Outputs Impressions over time with demographics © 2012 Research Now 52
  • 53. Outputs Likelihood to purchase © 2012 Research Now 53
  • 54. Outputs Normative summary © 2012 Research Now 54
  • 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