How to Measure the Effectiveness of Print Media Advertising

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How to Measure the Effectiveness of Print Media Advertising

May 26th, 2015 FREE Webinar by

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A GACP and GTMCP company

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Our Speakers

Boni Satani (Host)Inbound Marketer at Tatvic

Jaswant Padhiyar Account Manager at Tatvic

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A GACP and GTMCP company

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Outline

Second Screen Effect

Method to Understand Users from Print

Analysis & Expected Outcomes

Q&A

Maximizing - Print Campaign Exposure

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A GACP and GTMCP company

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Outline

Second Screen Effect

Method to Understand Users from Print

Analysis & Expected Outcomes

Q&A

Maximizing - Print Campaign Exposure

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A GACP and GTMCP company

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Reading Newspapers Yesterday:

Source - http://skydancingblog.com/2014/07/18/friday-reads-israel-invades-gaza-downing-of-jet-a-ukraine-a-game-changer-and-the-unrelenting-war-on-women/1963-subway-news/

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Reading Newspapers Today

Source - http://www.nationmultimedia.com/technology/iSnap-revolution-starts-today-30199289.html

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Advertising Spend in India for 2015

39.6 % of Media Budget to be spent on Press/ Print, therefore• Measure it‘s effect• Optimize it: media plan, Ads, placement, time• Leverage the second screen effect!

Source - http://www.madisonindia.com/whatsnew/pdf/Pitch%20Report%202015.pdf

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A GACP and GTMCP company

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Outline

Second Screen Effect

Method to Understand Users from Print

Analysis & Expected Outcomes

Q&A

Maximizing - Print Campaign Exposure

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A GACP and GTMCP company

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Current Measurement Landscape

Online behavior

Offline behavior

• Interviews• Audience

Recall• Audience

Measurement (TTB, FRY, etc…)

• Web Analytics Data

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Limitations of Offline Measurements

• Geographical reach

• Demographic reach

• Sampling errors

• Cost, etc.

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A GACP and GTMCP company

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Current Measurement Landscape

Online behavior

Offline behavior

• Interviews• Audience

Recall• Audience

Measurement (TTB, FRY, etc…)

• Web Analytics Data

DIRECT

INDIRECT

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What to Measure?

• Longevity of Impact of an Advert

• Size of Impact of an advert

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What to Measure

Visitors

Repetitive Buyers

Fans

Subscribers

Buyers

Your E-commerce Funnel

Focus

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How to Measure?

Data Unification• Unify Web Analytics and Print

Ad Data

Impact Size

• Statistically measure change in key metrics before and after Print Ad is published

Impact Longevity

• Measure the Duration for which the change in metric is visible

2

3

1

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Data Sources

Print Advertisement Data

• Date

• Platform (Publisher)

• Page (ex - Front Page)

• Ad Size (Full Page, Half Page, etc.)

• Market (National / Regional)

• Day of week

• Cost, etc.

Web Analytics tool Data

• Returning Users• New Users• Organic Searches• Revenue

DateTime

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Effect of Print Ad Campaign - Ecommerce

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200

50

100

150

200

250

300

350

400

Effect of Print Ad Campaign

Ad Publishe

d

Upper Limit of Expected

value

Longevity

Impact Size

Time in Hours

Use

rs

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Beware of

• Expectations of Boss, Clients

• Data quality issues from Agency

• Adverts running on multiple Print Platforms at same time• Combined impact of other media (TV)

• Other unknowns that can impact traffic

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A GACP and GTMCP company

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Outline

Second Screen Effect

Method to Understand Users from Print

Analysis & Expected Outcomes

Q&A

Maximizing - Print Campaign Exposure

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A GACP and GTMCP company

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Longevity of ImpactAvera

ge d

ura

tion

(in

hou

rs)

Returning Users New Users Organic Searches Sessions0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

5.726.02

6.63

6.00

Average duration of significant of impact of Print adver-tisement

Google Analytics - Metrics

• Used statistical technique (paired t-test) to measure the impact duration

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Optimize the Media Schedule

Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week WeekendNewsPaper 1 44% 19% 62% 67% 13% 63% 76% 50% 6% 75% 57% 0%NewsPaper 2 80% 68% 0% 13% 12% 57% 0% 36% 97% 59% 60% 67%NewsPaper 3 22% 34% 90% 20% 61% 31% 0% 0% 36% 0% 31% 5%

Week 1 Week 2 Week 3 Week 4

Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week WeekendNewsPaper 1 1 1 1 2 1 2 1 2 2 1 2 NANewsPaper 2 1 1 NA 1 2 2 NA 1 2 2 1 1NewsPaper 3 1 1 1 1 1 2 NA NA 2 NA 1 2

Week 1 Week 2 Week 3 Week 4

Platform Wise Distribution - No. of Spots of Unique Adverts over a period of 28 days

% of relative change for 6 hours in Key Metrics

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Optimize the Media Schedule

Ad Size Wise Distribution - No. of Unique Adverts over a period of 28 days

% of relative change for 6 hours in Key Metrics

Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week WeekendFull Page 60% 19% 62% 45% 0% 63% 76% 50% 97% 75% 57% 0%Half Page 80% 68% 70% 0% 80% 57% 33% 36% 45% 59% 60% 67%Quarter Page 22% 0% 90% 20% 30% 31% 15% 0% 36% 0% 31% 70%

Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week WeekendFull Page 1 2 2 2 NA 1 1 2 1 1 2 NAHalf Page 2 2 2 NA 2 2 1 1 2 2 1 1Quarter Page 1 NA 3 1 1 2 1 NA 3 NA 1 2

Week 1 Week 2 Week 3 Week 4

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A GACP and GTMCP company

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Outline

Second Screen Effect

Method to Understand Users from Print

Analysis & Expected Outcomes

Q&A

Maximizing - Print Campaign Exposure

#tatvicwebinar

A GACP and GTMCP company

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We need to be there, right now

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1: Search: Google AdWords

• Get all the searches for brand and product or service!• Increase budget on a day when Print Ad is Published

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2: Display

• Your Ad needs to be on any publishers site, where your audience might surf during the Day– Publishers– Social networks– Webmail

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Your Homepage

During the Day Your PrintAd is Published –

Your Homepage should communicate nothing but the ads message

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Use your competitors Money!

• Trigger all of the above, WHEN YOUR COMPETITOR spends a lot of money on Print and people search for services, that you also offer!

Watch Full Webinar Video

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A GACP and GTMCP company

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Outline

Second Screen Effect

Method to Understand Users from Print

Analysis & Expected Outcomes

Q&A

Maximizing - Print Campaign Exposure

#tatvicwebinar

A GACP and GTMCP company

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Next Webinar

Everything You Need to Know about Google Analytics Premium

When: June 23rd 11 AM CET/ 3 PM IST

You will learn:• Introduction to GA Premium• Features of GA Premium• Comparison with Adobe• Cost Ravi Pathak

(CEO Tatvic)

Register Here - http://bit.ly/ga-premium

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Q&A Round

?!

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Jaswant Padhiyar

Tweet us at @tatvic for any questions or queries

Thank You!