1. No category

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How to measure the impact of an online
campaign within the total media mix?
From the perspective of an online professional
Author: Jarosław Kaczyński
Warsaw
2010
October 2011
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DON’T ASK, MEASURE EVERYTHING!
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// Table of contents
• Online measurement – the big picture
• What can be measured online
• Traffic measurement as the indicator for online and offline
advertising
• Campaign-dedicated tracking studies
• Continuous tracking studies
• Single-course panel
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// Online measurement – the big picture
• Clickthrough rate is still the most widely used indicator in display advertising
measurement.
• Still, clickthrough rate is related to only a small share of internet users.
• It does not even provide information on all campaign-related online sales.
• Clickthrough rate cannot determine the impact of online advertising on
branding effect
• Clickthrough rate is not comparable to any other media measurement
indicators
• Another solution is needed to estimate the impact of various
marketing tactics on sales and to forecast the impact of future sets of tactics
to optimize the advertising mix and promotional tactics with respect to sales
revenue or profit.
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// Internet measurement
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DISPLAY
CONVERSION
TRAFFIC
o number of impressions
o number of „visible” advertisements
o number of advertisements viewed
o exposure time
o click through rate
o conversion rate
o post-view conversion rate
o post-click conversion rate
o number of visits generated
o number of pages viewed
o length of visit
o abandon rate
INTERACTION
SUBSCRIPTION
MEDIA
o interaction rate
o interaction time
o expansion rate
o rate of videos viewed
o rate of videos viewed in full
o video viewing time
o activity on social networks
o number of subscriptions
o requests for information, games,
newsletters, etc.
o subscription rate
o recommendation rate
o social networks, viral e-marketing
campaigns
o gross rating point (GRP)
o memorized coverage
o coverage rate
o message repetition rate
DISTRIBUTION
ROI
POST-TESTS
o additional sales generated
o revenue generated
o lead conversion rate
o impact on the frequency and
volume of purchases
o retail outlet traffic generated by
the web
o acquisition cost (offline vs. online)
o ROI (revenue generated /
advertising expenditure)
o impact on awareness
o impact on advertisement recall
o impact on brand image
o impact on purchase intentions
o impact on recommendations
Based on categorization by PwC for IAB France and the SRI | Measuring the effectiveness of online advertising
// Points of comparison with the internet in the total media mix
MEDIA
TRAFFIC
o gross rating point (GRP)
o memorized coverage
o coverage rate
o message repetition rate
o number of visits generated
o number of pages viewed
o length of visit
o abandon rate
DISTRIBUTION
POST-TESTS
o additional sales generated
o revenue generated
o lead conversion rate
o impact on the frequency and volume
of purchases
o retail outlet traffic generated by the
web
o impact on awareness
o impact on advertisement recall
o impact on brand image
o impact on purchase intentions
o impact on recommendations
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Based on categorization by PwC for IAB France and the SRI | Measuring the effectiveness of online advertising
// Analysis of campaign’s direct effects
What is it about?
• Internet is not competitive when it comes to winning the
branding campaigns’ budget – maybe because it is hardly
comparable?
• Reach is the only indicator available in all media channels
• Comparing TV and internet GRP could be used
• But maybe TIME could be also used as an additional indicator in
comparison of these channels?
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// Points of comparison with the internet in the total media mix
MEDIA
TRAFFIC
o gross rating point (GRP)
o memorized coverage
o coverage rate
o message repetition rate
o number of visits generated
o number of pages viewed
o length of visit
o abandon rate
DISTRIBUTION
POST-TESTS
o additional sales generated
o revenue generated
o lead conversion rate
o impact on the frequency and volume
of purchases
o retail outlet traffic generated by the
web
o impact on awareness
o impact on advertisement recall
o impact on brand image
o impact on purchase intentions
o impact on recommendations
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Based on categorization by PwC for IAB France and the SRI | Measuring the effectiveness of online advertising
// Google Insight for Search
What is it about?
• With its help we can identify which users are searching in search engines
• We can search by time, area and categories
• The data is normalized, no absolute values are shown. We can see their
relation to other searches on a scale 0-100
What are the advantages?
• We can analyze seasonality of different products and services
• We can estimate the effect of ad campaigns on search activities, which are
related to the reception of our ad campaigns
• Provides relative and real-time results of awareness and interaction intent for
the brand and products as the result of the campaign
• Provides feedback about brand associations
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//Analysis of unpaid search - Canespro introductory campaign
100
90
80
70
60
50
40
30
20
10
0
180
140
Million HUF
120
100
80
700
Internet
Magazine
Daily press
Cable TV
TV
TV GRP30"
600
500
400
300
60
200
40
100
20
0
0
2010m1
2010m2
2010m3
2010m4
Source: Google Insight for Search, AGB Hungary, AdvantEdge, Kantar Media Intelligence
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2010m5
2010m6
2010m7
GRP 30"
160
2010/07/23
2010/07/16
2010/07/09
2010/07/02
2010/06/25
2010/06/18
2010/06/11
2010/06/04
2010/05/28
2010/05/21
2010/05/14
2010/05/07
2010/04/30
2010/04/23
2010/04/16
2010/04/09
2010/04/02
2010/03/26
2010/03/19
2010/03/12
2010/03/05
2010/02/26
2010/02/19
2010/02/12
2010/02/05
2010/01/29
2010/01/22
2010/01/15
2010/01/08
canespro
2010/01/01
Normalized search volume
Google search trends between January and December 2010
// Canespro introductory campaign
100
90
80
70
60
50
40
30
20
10
0
2010/12/31
2010/12/17
2010/12/03
2010/11/19
2010/11/05
2010/10/22
2010/10/08
2010/09/24
2010/09/10
2010/08/27
2010/08/13
2010/07/30
2010/07/16
2010/07/02
2010/06/18
2010/06/04
2010/05/21
2010/05/07
2010/04/23
2010/04/09
2010/03/26
2010/03/12
2010/02/26
2010/02/12
2010/01/29
2010/01/15
canespro
2010/01/01
normalized search volume
Google search trends between January and December 2010
350
1400
Internet
1200
Magazine
250
Cable TV
1000
200
TV
800
150
TV GRP30"
600
100
400
50
200
0
0
2010m1
2010m2
2010m3
2010m4
2010m5
2010m6
2010m7
Source: Google Insight for Search, AGB Hungary, AdvantEdge, Kantar Media Intelligence
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2010m8
2010m9
2010m10 2010m11 2010m12
GRP 30"
million HUF
300
// Useful web analytics
What is it about?
• Trends for website URL searches can be analyzed
• It is possible to identify the origin of internet users on our website (post-click
users, post-view users, others)
• Such information can be compared to campaign hard data in any channels
(TV, internet etc.)
What are the advantages?
• Comparing campaign hard data (e.g. reach of channels) to the site analytics
we can evaluate indirectly the effectiveness of the campaign
• Provides relative and real-time results of consumer awareness and
interaction intent for your brand and products as the result of the campaign
• Provides feedback about brand associations
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// Estonian FMCG campaign – comparing online reach to actions
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// Estonian FMCG campaign – comparing online reach to actions performed
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// Analysis of website traffic source – coke.hu during World Cup
campaign
Among users (cookies) who entered
4%
the coke.hu website during the
analyzed period, there were:
•
4% users (cookies) who entered
the site after clicking on a creative
(post-click users);
•
68%
displayed a creative but didn’t click
on it, depite visiting the website
(post-view users);
28%
Post-click users (cookies)
28% users (cookies) who were
•
68% users (cookies) who were not
exposed to the campaign at all.
Post-view users (cookies)
Users (cookies) who did not have contact with the campaign
100% = 170 317 = the number of users (cookies) who visited coke.hu during the campaign.
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Source: gemiusDirectEffect 11.05.2010 - 02.07.2010
// What was the campaign’s influence on the advertised website?
Post-view users (cookies) were the most active group on the website coke.hu.
They:
2.5.
•
made the most visits on average per user (cookie):
•
made the largest number of page views on average per user (cookie):
•
16.8.
spent the greatest amount of time on the website on average: 19 minutes and
43 seconds.
Post-click users
(cookies)
00:08:09
Post-view users
(cookies)
00:19:43
Users (cookies) who
didn't have contact
with the campaign
00:12:55
Users (cookies)
on the website
00:15:40
00:04:55
00:06:44
00:06:52
00:06:48
Average visit length
3,1
6,7
6,5
6,5
Average number of page views per user (cookie)
4,2
16,8
11,3
13,3
Average number of visits per user (cookie)
1,3
2,5
1,7
2,0
Average time spent on the website
Average visit duration
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Source: gemiusDirectEffect 11.05.2010 - 02.07.2010
// Points of comparison with the internet in the total media mix
MEDIA
TRAFFIC
o gross rating point (GRP)
o memorized coverage
o coverage rate
o message repetition rate
o number of visits generated
o number of pages viewed
o length of visit
o abandon rate
DISTRIBUTION
POST-TESTS
o additional sales generated
o revenue generated
o lead conversion rate
o impact on the frequency and volume
of purchases
o retail outlet traffic generated by the
web
o impact on awareness
o impact on advertisement recall
o impact on brand image
o impact on purchase intentions
o impact on recommendations
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Based on categorization by PwC for IAB France and the SRI | Measuring the effectiveness of online advertising
// Tracking studies focusing on specific internet campaigns
What is it about?
• Comparison of internet users’ answers on brand and ad awareness, ad recall,
purchase intent etc.
• Comparison of control-exposed groups
• Comparison of pre-test – post-test groups
• Other media channels’ results can be also compared based on declaration.
What are the advantages?
• We can estimate the effect of the total advertising campaign among internet
users.
• We can analyze the impact of online advertising campaign in the total media
mix among internet users.
• We can estimate the impact of online advertising compared to other
channels understanding e.g.: the incremental reach of online
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// How it works in Gemius
The campaign effect for all media channels is determined based on the statistical significance of differences between the
results for pretest and posttest research. The differences describe the effect of the whole campaign among
internet users.
Allows to describe fresh
effect of online display
campaign
Pretest
Allows to describe the
effect of number of
contacts with the online
campaign
Exposed1
Exposed2
Control1
Control2
Posttest
Online and Offline advertising campaign
The campaign effect for all media channels is determined based on the statistical significance of differences between the
results for control and exposed research. The differences describe the effect of the internet campaign.
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Impact of online in the total media mix =
(Posttest-Pretest) – (Exposed-Control)
// Zumi.pl case study
• The study was conducted 16 August – 23 September 2010 in an experimental
scheme with the use of CAWI method (pop-under ads displayed on vod.onet.pl
and onet.pl).
• The ad creative was in 2 formats (exactly the same ad in each format):
o pre-roll,
o mid-roll.
• Based on data saved in cookie files the following groups were distinguished (each group
received exactly the same questionnaire):
• Control group – users (cookie), who did not have
contact with the ad (N=200)
•
Exposed group – users (cookie), who had contact with the ad
•
pre-roll – (N=254)
•
mid-roll – (N=297)
•
pre-roll and mid-roll (mixed group) –
(N=56)
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The structure of the samples was homogenised.
// Campaign awareness
The indicators below the diagonal have
increased among the exposed group.
100%
 The campaign was very well noticed
80%
Exposed (N=607)
Aided awareness of the
campaign
60%
Unaided awareness of the
campaign
The results for the exposed group are merged
from groups pre-roll, mid-roll and mixed.
40%
Unaided awareness of
the campaign (TOM)
20%
0%
0%
20%
40%
60%
Control (N=200)
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Base: all respondents
80%
100%
// Campaign awareness
*
control
(N=200)
pre-roll
(N=254)
mid-roll
(N=297)
mixed (N=56)
Aided ad awareness
41%
61%
51%
55%
Unaided ad awareness
18%
30%
32%
46%
Unaided ad awareness (TOM)
17%
29%
31%
46%
1
exposure
(N=389)
2
exposures
(N=117)
3 or more
exposures
(N=101)
control
(N=200)
Aided ad awareness
41%
55%
54%
62%
Unaided ad awareness
18%
30%
33%
43%
Unaided ad awareness (TOM)
17%
29%
32%
42%
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Base: all respondents
Statistically different
results are marked in
green
// Brand-related indices
The indicators below the diagonal have
increased among the exposed group.
100%
 Good recall of the campaign has also influenced
increasing of the brand awareness
 The change in the brand usage is not statistically
significant
Aided brand awareness
80%
Unaided brand awareness
Exposed (N=607)
Brand usage: last month
60%
Unaided brand awareness
(TOM)
The results for the exposed group are merged
from groups pre-roll, mid-roll and mixed.
40%
Brand usage:
Most frequently
20%
0%
0%
20%
40%
60%
Control (N=200)
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Base: all respondents
80%
100%
// Brand-related indices
*
control
(N=200)
pre-roll
(N=254)
mid-roll
(N=297)
mixed
(N=56)
Aided brand awareness
74%
85%
80%
86%
Unaided brand awareness
43%
51%
56%
61%
Unaided brand awareness (TOM)
32%
36%
33%
44%
1
exposure
(N=389)
2
exposures
(N=117)
3 or more
exposures
(N=101)
control
(N=200)
Aided brand awareness
74%
81%
83%
90%
Unaided brand awareness
43%
52%
61%
57%
Unaided brand awareness (TOM)
32%
33%
38%
42%
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Base: all respondents
In green are marked the
statistically different
results
//
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Source: The impact of YouTube in a cross media campaign: Cross media study on Gaz de France Dolcevita
//
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Source: The impact of YouTube in a cross media campaign: Cross media study on Gaz de France Dolcevita
//
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Source: The impact of YouTube in a cross media campaign: Cross media study on Gaz de France Dolcevita
Kliknij by dodad text
//
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Source: The impact of YouTube in a cross media campaign: Cross media study on Gaz de France Dolcevita
// Continuous tracking studies
What is it about?
• Continuous tracking studies are monitoring the brand’s performance
including brand consideration, advertising awareness, advertising recall
• Tracking can be done continuously (a few interviews every day) or it can be
“pulsed,” with interviews conducted in waves
• It can also provide simulations to find the optimal ROI
What are the advantages?
• It provides a result of the combined effect of media weight or spending level,
the effectiveness of the media buy or targeting, and the quality of the
advertising executions or creative.
• It is possible to break down the drivers of new customers and allows to
calculate the return on investment to each media channel.
• With modelling optimal media mix can be identified and potential ROI
simulated.
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// Continuous tracking studies
Best ROI
Brand consideration
Ad awereness
Advertisement recall
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TV
80%
77%
75%
73%
70%
Internet
10%
13%
15%
17%
20%
Print
10%
10%
10%
10%
10%
Other:
…
…
…
…
…
e.g.: price,
sesionability etc.
// Points of comparison with the internet in the total media mix
MEDIA
TRAFFIC
o gross rating point (GRP)
o memorized coverage
o coverage rate
o message repetition rate
o number of visits generated
o number of pages viewed
o length of visit
o abandon rate
DISTRIBUTION
POST-TESTS
o additional sales generated
o revenue generated
o lead conversion rate
o impact on the frequency and volume
of purchases
o retail outlet traffic generated by the
web
o impact on awareness
o impact on advertisement recall
o impact on brand image
o impact on purchase intentions
o impact on recommendations
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Based on categorization by PwC for IAB France and the SRI | Measuring the effectiveness of online advertising
// Understanding the drivers of sales
21% of conversions are driven
by online
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// Single source panel
What is it about?
• Single-source panel is the measurement of TV and other media/marketing
exposure, and purchase behaviour, over time for the same individual or
household
• It provides the insights from individual consumers combining purchase
information with measured media (TV and internet) surfing patterns
What are the advantages?
• Enables agencies and advertisers to optimize cross-media planning
understanding the ROI from different channels and consumer surfing.
behaviour on internet in combination with TV
• Better understanding of interaction effects between media channels,
quantification of cross media effects
• Quantification of incremental reach of online campaigns on top of TV reach
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Contact:
Name: Tamás Ács
Position: Brand Evangelist
E-mail: [email protected]
Mobile: +36205433628
Skype: tamas.acs
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