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Gillette & MSNGillette & MSNMark Charkin – Regional Sales ManagerMark Charkin – Regional Sales Manager
Phil Bird – International Research Phil Bird – International Research ManagerManager
Gareth Breton – Dynamic LogicGareth Breton – Dynamic Logic
MSN Worldwide – Topline MSN Worldwide – Topline FactsFacts
35 countries worldwide, 18 languages35 countries worldwide, 18 languages
Surpassed Yahoo in reach and revenueSurpassed Yahoo in reach and revenue
Over 250 million unique users come to MSN a month (globally)Over 250 million unique users come to MSN a month (globally)
#1 reach in 11 countries#1 reach in 11 countries
Top 3 reach in 22 marketsTop 3 reach in 22 markets
#1 WW Email service – Hotmail > 130million active users#1 WW Email service – Hotmail > 130million active users
#1 WW Messenger service > 85million active users#1 WW Messenger service > 85million active users
#1 in Europe#1 in Europe
In top 3 in 14 of the 16 marketsIn top 3 in 14 of the 16 markets
Ahead of both Yahoo and AOL in overall reach & rankAhead of both Yahoo and AOL in overall reach & rank
Strongest growth in reach & minutes compared to competitorsStrongest growth in reach & minutes compared to competitors
Strong vertical development in MSN Cars, MSN money and MSN Entertainment etcStrong vertical development in MSN Cars, MSN money and MSN Entertainment etc
Territories:Territories:
Total Unique users expected during campaign period:Total Unique users expected during campaign period:
Total Page impressions expected during campaign period:Total Page impressions expected during campaign period:
Formats and creative ideas:Formats and creative ideas:
AdIndex Advertising Effectiveness Research
Provided for:
&
August 20, 2003
Top-line reportPrepared by: Wendy Kong
Research BackgroundResearch Background
MSNMSN wanted to objectively quantify the impact of the online advertising campaign wanted to objectively quantify the impact of the online advertising campaign for for BraunBraun
Dynamic LogicDynamic Logic was selected to conduct the third party research was selected to conduct the third party research
The intent of the research was to quantify the value of ALL impressions, not just The intent of the research was to quantify the value of ALL impressions, not just those clicked onthose clicked on
Metrics examined: Metrics examined: Unaided Brand AwarenessUnaided Brand AwarenessAided Brand AwarenessAided Brand AwarenessOnline Ad AwarenessOnline Ad AwarenessMessage AssociationMessage AssociationBrand FavourabilityBrand FavourabilityPurchase IntentPurchase Intent
Findings are based on a large sampleFindings are based on a large samplen = 794 (386 Control / 408 Exposed)n = 794 (386 Control / 408 Exposed)
All respondents were recruited between 6/5/03 and 6/9/03 for Control and between All respondents were recruited between 6/5/03 and 6/9/03 for Control and between 6/30/03 and 8/1/03 for Exposed6/30/03 and 8/1/03 for Exposed
Respondents were recruited from MSNRespondents were recruited from MSN
Exposed*
Pre-Wave Control*
Did they see the campaign?
Yes
No
Both groups are surveyed about their attitudes
toward the brand in the
creative*
Do the results
indicate a difference?
Yes
Since a major difference between
groups A and B is the presence of the
creative, we attribute the lift to
the campaign
* Both groups are random samples from the same population (they are statistically the same people)
AdIndex uses a control-exposed methodology that measures the branding value of online ad campaigns as they run live across a site or set of sites. In this case, a Pre-Wave Control Group (Group B) was surveyed prior to the launch of the campaign. The Exposed Group (Group A) was surveyed during the course of the campaign.
A
B
AdIndex Methodology: Pre / In-AdIndex Methodology: Pre / In-MarketMarket
The Hierarchy of Advertising EffectsThe Hierarchy of Advertising Effects
Brand AwarenessMeasures the level of familiarity respondents have
with the brand (aided and unaided)
Message AssociationMeasures the extent to which respondents can
match the messages and/or concepts in the creative to the brand
Brand FavourabilityMeasures the extent to which respondents have a positive or favorable opinion of the
brand
How do you measure where
consumers are in the continuum?
First, consumers need to be aware of a brand
Then they need to understand the value to them, or what the product is used for
The consumer forms an opinion about the brand
Finally, the consumer decides whether he or she is likely to purchase the brand
1.
2.
3.
4. Purchase Intent
Measures the likelihood of respondents to purchase the
brand in the future
Creative UnitsCreative Units
Message Association:
“Smooth Skin for Weeks”
Definition of Brand MetricsDefinition of Brand MetricsUnaided Brand Awareness Unaided Brand Awareness – Measures top of mind awareness respondents have of – Measures top of mind awareness respondents have of BraunBraun
Question: Question: When thinking of epilators for women, what brand comes to mind first?When thinking of epilators for women, what brand comes to mind first?
Aided Brand Awareness Aided Brand Awareness - Measures respondents’ familiarity with - Measures respondents’ familiarity with BraunBraunQuestion: Question: Have you heard of the following brands of epilators for women?Have you heard of the following brands of epilators for women?
Online Ad Awareness Online Ad Awareness - Measures whether respondents recall seeing - Measures whether respondents recall seeing Braun Braun advertising advertising onlineonline
Question: Question: Do you remember seeing any advertising on the Internet in the past month for Do you remember seeing any advertising on the Internet in the past month for any of the following brands?any of the following brands?
Message Association Message Association - Measures the extent to which respondents can match the message in - Measures the extent to which respondents can match the message in the creative with the creative with BraunBraun
Question: Question: Which of the following brands, if any, uses the following message in its online Which of the following brands, if any, uses the following message in its online advertising?advertising?
““Women deserve a little extra. Extra alone time. Extra sleep. Extra comfort. Women deserve a little extra. Extra alone time. Extra sleep. Extra comfort. ““Smooth Skin for Weeks”Smooth Skin for Weeks”
Brand Favourability Brand Favourability - Measures respondents’ overall opinion of - Measures respondents’ overall opinion of BraunBraunQuestion: Question: How would you describe your overall opinion about each of the following brands How would you describe your overall opinion about each of the following brands of women’s epilators?of women’s epilators?
Purchase Intent Purchase Intent - Measures respondents’ likelihood to purchase epilators from - Measures respondents’ likelihood to purchase epilators from Braun Braun in the in the futurefuture
Question: Question: How likely are you to purchase the following brands of epilators for women (in the How likely are you to purchase the following brands of epilators for women (in the next 12 months)?next 12 months)?
Overall Campaign ResultsOverall Campaign ResultsBrand MetricsBrand Metrics
ControlControl ExposedExposed DifferencDifferencee
ImpactImpact
Unaided Brand AwarenessUnaided Brand Awareness 53.7%53.7% 59.1%59.1% +5.4*+5.4* 10%10%
Aided Brand AwarenessAided Brand Awareness 98.3%98.3% 98.7%98.7% +0.4+0.4 0%0%
Online Ad AwarenessOnline Ad Awareness 19.6%19.6% 40.7%40.7% +21.1*+21.1* 107%107%
Message AssociationMessage Association 19.9%19.9% 31.9%31.9% +12.0*+12.0* 61%61%
Brand FavourabilityBrand Favourability 67.4%67.4% 68.4%68.4% +1.0+1.0 1%1%
Purchase IntentPurchase Intent 74.0%74.0% 73.8%73.8% -0.2-0.2 0%0%
Sample SizeSample Size 408408 386386
Overall Respondents
• Campaign was successful at keeping brand top of mind, as there were increases in Unaided Brand Awareness and most awareness metrics
– Aided Brand Awareness was already maximized at a score of 98.3%
The increase in top of mind awareness increases the likelihood that consumers will include Braun in their consideration set during the purchase cycle
Analyst theory*Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed-Control) / Control
10%19%
0%5%
107%
42%
61%
20%
1%6%
0%6%
0%
25%
50%
75%
100%
Unaided Brand
Awareness
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favourability
Purchase Intent
Braun MarketNorms Europe*
Braun Campaign vs. Braun Campaign vs. MarketNormsMarketNorms††
Relative Difference (Lift)Relative Difference (Lift)
Rela
tive D
iffere
nce
(Im
pact)
*MarketNorms Q1/03 (overall n=117,411)
• Campaign outperformed MarketNorms Europe in Online Ad Awareness and Message Association
Campaign SummaryCampaign Summary
6500 Clicks on the ad's on MSN
led to 3000 visitors on theBraun.com / Turkey Promotional page
which lead to 1000 visitors on Gima.com'sBraun Store
Allows tracking and analysis of the amount of traffic incurred during the promotion
from beginning to end