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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
20.
© 2012 Research
Now 20
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
57.
© 2011 Research
Now 57
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