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Measuring online campaign success
A to Z approach
Global Inputs H1 2009 Internet ad spend is growing despite the credit crunch: in UK (23.5%)
it beats TV (21.9%), and grows 4.6% in 2009, while total ad spend goes down massive 16.6%.
Internet measurement becoming as advanced as ever, joining together site-centric, campaign-centric and video measurement tools.
CEE markets catch up with broadband penetration levels and inherit best practices on serving heavy ad content
Current Internet development allows brands to interact with their users more and more, engage them into social, community, creative, fun and gaming activities – all the innovative things which you can think of, when planning communication strategies
Local inputs In Lithuania internet penetration is 54% (7 y.o. +), which equals 1.7 mln users Online adspends share – expected around 5.5% this year, same as last year
due to crisis influence. Online ad market volume expectation - 22 mln lt in 2009.
On average Lithuanian internet users spend 12H online monthly, and 1H average on a regular working day – that is 2-3 times below European averages
Broadband takes 42% of household connections Thanks to it – all major innovative tools such as video, microblogging, viral
games are there.
Internet media is already huge. So how to make most of it? What does it mean - to measure campaign success and user
engagement from A to Z?
Imagine a case-study…You are launching a new product with Your client
You have clear idea about your TG, offer characteristics, pricing etc via regular consumer intelligence research
You have selected Your creative agency, web-developers
You have developed a product website with hot & trendy web 2.0 elements such as games, tests, social networking, video content
Now it is the time to launch the communication strategy…
Pre test
Basic ad serving data
CTR
Conver-sions
Actions
Influence on web site
Audience profile
Video/ Buzz
Behavio-ral tracking
Branding test
Tag Your site Test Your ads
Serve the CampaignGet users to Your site
Profile themTrack themAsk themFollow up
Single-source solution from concept creation to evaluation
1 - Start with online copy-test
Set a TG, matching predefined socio-demographic criteria Determine what character / content is the most clear and attractive Examine which creative is most associated with the advertised brand
and TG Investigate each creative power to encourage a visit to advertised
web site / to take part in a contest / to make a purchase
Exemplary test: content features
QUESTION: Please mark to what extent you agree or disagree with the following statements concerning this advertisement.
ad 1: N = 500ad 2: N = 500ad 3: N = 500ad 4: N = 500
• ad 1 seems to be the leader in regard to attractiveness and drawing attention
• ad 2 seems to be the leader in regard to clarity
• ad 4 seems to be the worst evaluated creative in regard to all the dimensions
the chart presents the average levels of agreement with the statements (on the scale 1 means “I definitely disagree” and 7 means “I definitely agree”); answers “I don’t know” were excluded from the calculation
1,0
2,0
3,0
4,0
5,0
6,0
7,0It is attractive
It has 'that something'
I like it
It is legible
It is clearIt makes sense
It draws attention
It is distinctive
It is noticeable
ad 1 ad 2 ad 3 ad 4
„Attention drawing”
„Clarity”
„Attractiveness”
QUESTION: What would you associate this advertisement with at first glance?
ad 1: N = 500ad 2: N = 500ad 3: N = 500ad 4: N = 500
the arrows on the chart are always directed towards the group with the higher percentage of indications of a given association than the other group
the sum of the percents is not equal to 100 as respondents could have given more than one answer
• most common associations with all the creatives are beauty and care products and an exotic trip
• the following creatives were relatively most often associated with the particular content: ad 2 and ad 4 – with a contest ad 2 – with beauty and care products ad 1 – with an exotic trip ad 4 – with an party
47%
50%
5%
5%
2%
6%
4%
59%
45%
5%
12%
1%
4%
1%
46%
31%
8%
4%
9%
8%
7%
39%
40%
16%
11%
5%
6%
4%
0% 10% 20% 30% 40% 50% 60% 70%
an advertisement ofbeauty and care products
an advertisement ofan exotic trip
an advertisement ofa party
an advertisement ofa contest
an advertisement ofa club
something else
I don't know/hard to say
percentage of respondents
ad 1 ad 2 ad 3 ad 4
Exemplary test: content associations
Creative type CTR-U CR-U Effective CTR
Leaderboard 0,57% 79,17% 0,45%
Full Banner 0,65% 81,31% 0,53%
Skyscraper 0,70% 77,13% 0,54%
Square Button 0,91% 81,56% 0,74%
iLayer 1,87% 62,93% 1,18%
Interstitial 3,70% 51,69% 1,91%
2 – Serve and audit ad campaign
From one side – clicks are important, but is it ALL we can take from campaign?
Czech Republic stats, 2008
So what does CTR really mean?
CTR
CR
Post-Click
Post-View
USERS seen creative
USERS clicked
USERS moved to target page after clicking
USERS performed action on target page after
clicking
Going deeper with direct campaign response
USERS moved to target page after seeing creative
Joining data from adserver and web analytics
ALL visitors from your campaign
may actively use your web-site
From other side – not-clicking visitors always dominate, do not underestimate their importance…
3 – Track users’ actions
! DO they follow the same behavioral patterns as regular visitors?! DO they make required actions?! DO post-view visitors do what you want them to?! DO they become loyal users and “core audience” of advertised web-site?
What happens next with people redirected to target web-site?
Example of visitors behaviour
What might have gone wrong? Maybe You simply attracted not the right people?
Following is some real example…
Let’s say: You run a campaign of a well-known car brand, targeted for persons aged 25-39, with secondary or higher education, living in medium and small cities …
…You get your average CTR of ~1%, conversion rate at ~80%
…Within post-campaign analysis You discover that some required actions were made, but loyal audience (especially post-click) grew insignificantly…
4 – Profile your audience
Car brand campaign CTR profile
With innovative tracking solutions such profiling is possible “on-the-fly”:
! NO need to wait 1-2 weeks after campaign end to produce the results
! TRACK now – measure effect now.
! ONLY this will allow to actually influence and change things before its too late.
!AND that is what Internet is for = instant reaction to events = saving money
Instant XLS report –
views, clicks, actions
Full Campaign/Site AudienceVisitors
(cookies)Audience
composition Page views
Average number of page
views per visitor
Average time per
visitor
Age:18-24 1,651,653 23% 3,446,105 2.09 0h 0m 10sAge:25-34 2,867,304 40% 5,562,277 1.94 0h 0m 10sAge:35-44 1,447,905 20% 2,876,022 1.99 0h 0m 12sAge:45-54 811,875 11% 1,582,627 1.95 0h 0m 8s
Age:55+ 439,494 6% 836,717 1.90 0h 0m 6s
Euroset_SamsungS5230 |impressions|
Yandex.ru-main
4 – Profile visitors’ behavior
Why post-branding tests matter?
• FMCG, Auto-Moto and other traditional companies are stepping stronger into Internet. Telecoms are long living there = their main concern is brand promotion.
• Internet changes to main support medium for TV = Advertisers expect same capabilities and even more.
Online branding studies (pre & post) in form of on-site surveys help to evaluate user brand experience.
5 – Evaluate influence on brand
QUESTION: Please list up to 5 brand names of ANALYSED TYPE OF PRODUCT that first come to your mind.
100% - all the respondents
Pretest: N = 1 000Posttest: N = 1 000
Posttest (mailing): N = 680
• BRAND X is the unchallenged leader in regard to the top of mind awareness in the general sample
• there were no significant differences in BRAND X results between the groups that filled in the questionnaire before the campaign (pretest) or after it (posttest)
67%
9%
9%
4%
3%
2%
2%
1%
3%
0,3%
66%
9%
7%
8%
3%
2%
2%
1%
3%
0,4%
83%
4%
3%
3%
2%
2%
0,4%
0,3%
1%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Brand X
B1
B2
B3
B4
B5
B6
B7
other
no answer
percentage of respondents
Pretest
Posttest
Posttest (mailing)
Branding studies – spontaneous awareness
0%
10%
20%
30%
40%
50%
60%1
2
3
4
5
6
7
8
9
10
Pretest Posttest Posttest (mailing)
18
QUESTION: We would like to know your opinion concerning particular brands of ANALYSED TYPE OF PRODUCT. Please check all the brands that fit the following statements.
100% - all the respondents who know BRAND X
Among the general sample BRAND X is significantly better evaluated by those who filled in the questionnaire before the advertisement campaign in respect to criterion 1 (products of this brand perform longer than others)
1 - products of this brand perform longer than others
2 - This brand is close to me
3 - This brand has High-Tech products
4 - products of this brand have higher quality than others
5 - This brand is reliable and trustworthy
6 - products of this brand offer good quality-price relation
7 - It's an expert in the product type 1 sector
8 - It's an expert in the rechargeable product type 1 / type 2 branch
9 - These are best products to supply portable music players
10 - It's the best solution for High-Tech devices Pretest: N = 962
Posttest: N = 945Posttest (mailing): N = 671
Branding studies – brand equity
Mounting an effective campaign in online always means integration with research functions.
Pre-research, monitoring, and post-analysis used standalone do not provide full picture – solution should be integrated: one source data highly advised.
Digital marketing is a tool - one of the best ever created, considering the perspective possibilities.
But doing it right ain't cheap, or easy .
The bottom line is…