O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Měření komunikačního efektu digitálních kampaní

Z Inisght semináře SIMAR proč to (ne)vyšlo konaného 25. května 2017. Změřit skutečný efekt online kampaně není jednoduché. Je třeba otagovat všechny stránky, na kterých se inzerce objeví. Je třeba to udělat u všech vizuálů. A je k tomu třeba mezinárodní tým. A když se vám do toho zamíchá televize, tak zjistíte, že měřit kombinovaný efekt má také svá úskalí. Něco se však přeci jen podařilo. Víme, kolik lidí si všimlo, že reklama běžela a víme, zda na ně celková kampaň měla nějaký efekt.

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

Měření komunikačního efektu digitálních kampaní

  1. 1. April 2017 TNS Digital AdEffectTM Increase the effectiveness and efficiency of your internet campaign! Case study
  2. 2. April 2017 2 Research background / research objectives: • The client planned to launch a campaign with a strong digital part • TNS Aisa was asked to offer an appropriate research solution that enables: - to measure the reach of the campaign (special focus on digital) - which target group was reached by the digital campaign - impact of the campaign on the brand KPIs Traditional way: Ad recognition with stimuli presentation The solution: MEASURING instead of QUESTIONING Digital AdEffectTM enables to measure internet ad exposure exactly Digital AdEffect way: Technical measurement of internet ad contacts in real- life conditions
  3. 3. April 2017 3 Real impressions to be measured, The client´s campaign with planned number of impressions … … is tagged with an identification label, through this label we searched all impressions of this campaign … … and measured the real number of impressions of the campaign
  4. 4. April 2017 4 Impressions to be measured among panelists as well. Tagged TNS online panel … was mapped in order to identify exposed panelists. Campaign exposed and unexposed panelists were explicitely identified and interviewed in the post- campaign test.
  5. 5. April 2017 Both groups take part in the same survey Comparing groups to identify campaign effects Test group Panelists WITH campaign exposure Control group Panelists WITHOUT campaign exposure Same socio- demographic structure Measure first, then question 5 Valid and detailed analysis of campaign effects through questioning of panelists with and without ad exposure
  6. 6. April 2017 Adeffect Advantage of this approach with test and control group 6 No necessity of pre-measurement Pre-test (t0) Increase = AdEffect t Campaign Group I was exposed to advertising Post-test Group II was not exposed to advertising AdEffect™ does not need a pre-test (t0) Group I & II have the same structure
  7. 7. April 2017 7 The measured number of impressions is very close to the planned figures Number of impressions planned Number of impressions measured Facebook cca 24,000,000 iDnes 15,713,332 YouTube 1,575,536 iPrima 1,095,584 Nova.cz 796,952 Total: 43,181,404 22,935,475 12,129,367 1,653,362 1,187,331 793,649 38,699,184
  8. 8. April 2017 8 Nearly half of the online population 18-65 was exposed to the online campaign 46 % Facebook 33% 1,9 mio iDnes 13% 0,74 mio Nova.cz 8% 0,46 mio YouTube 5% 0,28 mio iPrima 5% 0,28 mio Exposure by sites / in mio people 2,6 mio people
  9. 9. April 2017 9 The estimated number of the exposed client´s target group is still higher. 46 % Correction based on the specific target group and its general online media behavior 48 % 2,6 mio people 2,4 mio people
  10. 10. April 2017 10 About a quarter of the population has been effectively reached – they have been aware of the campaign 48 % Online ad recognition based on presented visual material 25 % 2,4 mio people 1,3 mio people
  11. 11. April 2017 11 Online communication hit particularly younger population, while TV the older one. Among the middle age population there is high share of unexposed. 49 51 13 25 30 32 48 52 10 26 39 26 53 47 4 27 28 41 46 54 29 26 29 15 47 53 18 32 29 21 Male Female 18-24 25-35 36-49 50-65 Repre online population Unexposed Only TV exposed Only online exposed Online + TV exposed Significant differences compared to repre online population Profile of the exposed / unexposed population – detail by channels
  12. 12. April 2017 12 The online campaign positively influenced both attitudes and consumption 89 95 95 Total brand awareness Past month consumption Past week consumption Consideration Main brand Attitudinal Equity in % unexposed exposed reached unexposed = without opportunity to see the online campaign exposed = with opportunity to see the online campaign reached = with opportunity to see the online campaign and aware of it Brand KPIs – Impact of the ONLINE campaign 59 68 73 13 15 15 27 31 34 14 17 18 15 13 14 significantly higher score (90%) compared to unexposed
  13. 13. April 2017 13 0 1 2 3 4 5 6 7 8 9 Past month consumption Past week consumption Main brand OTS group Middle HighLow 1 – 3 exposures 4 – 6 exposures 7+ exposures 27 30 38 25 14 19 22 12 15 11 19 10 Extent of online exposure – Impact of investments Consumption KPIs Also the consumption of PU was most effectively stimulated by the middle exposure level
  14. 14. April 2017 14 Which synergy effects can be created? TV and internet communication cooperated strongly when supporting PU consumption as well. Past month consumption 26% 31% 26% No Yes Yes No TV contact 32% Online contact Strong synergy effect Past week consumption 15% 8% 15% No Yes Yes No TV contact 17% Online contact Medium synergy effect

    Seja o primeiro a comentar

    Entre para ver os comentários

Z Inisght semináře SIMAR proč to (ne)vyšlo konaného 25. května 2017. Změřit skutečný efekt online kampaně není jednoduché. Je třeba otagovat všechny stránky, na kterých se inzerce objeví. Je třeba to udělat u všech vizuálů. A je k tomu třeba mezinárodní tým. A když se vám do toho zamíchá televize, tak zjistíte, že měřit kombinovaný efekt má také svá úskalí. Něco se však přeci jen podařilo. Víme, kolik lidí si všimlo, že reklama běžela a víme, zda na ně celková kampaň měla nějaký efekt.

Vistos

Vistos totais

123

No Slideshare

0

De incorporações

0

Número de incorporações

1

Ações

Baixados

3

Compartilhados

0

Comentários

0

Curtir

0

×