Embed Size (px)
Citation preview
KLIKKICOM
--------
RICH MEDIA & PBT
31.10.2012
Loppusemman aiheet
1. Klikki.com/fi/display-mainonta –sivun esittely yleisesti1. Rich media –mainosratkaisujen esittely
2. Kohdentamisprofiilien esittely
2. Case: Klikki rich media -kampanja
3. Case: Brändi Y:n kohdentamisprofiilikampanja
4. Case: Brändi X:n superkohderyhmäkampanja
5. Hinnoittelu
6. Tarjouskampanja
7. Kysymykset
8. Finnkinon leffaelämyksien voittajien arvonta
2012-11-01 2
Campaign
Description
2. Klikki | Rich media campaign
Klikki | Campaign description
2012-11-01 5
Klikki | Campaign description
2012-11-01 6
RESULTS
Klikki | Rich media campaign
Klikki | Video viewed
2012-11-01 8
212223
185418
168543
155629
141644
0
50000
100000
150000
200000
250000
Video Play Started 25% of Video Played 50% of Video Played 75% of Video Played Video Completed
Video
Video
Klikki | Impressions vs. engaging impressions
2012-11-01 9
304,135
217,119
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
klikki.com
Impressions and Engaging Impresions by Media
Impressions Engaging Impressions
Klikki | Engagement time & rate
2012-11-01 10
2.21
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
0.00
0.50
1.00
1.50
2.00
2.50
klikki.com
En
gag
em
en
t Rate
(%)
Avg.E
ngagem
ent
Tim
e (
sec.)
Avg. Engagement Time and Engagement Rate (%)
Avg. Engagement Time (sec.) Engagement Rate(%) Linear (Avg. Engagement Time (sec.))
Conclusion
The purpose of increase awareness through rich media introduction video was reached
video started over 200 000 times and ended over 140 000 times
The banner formats where engaging Roughly 220 000 impression out of 300 000 had
some sort of engagement element on it
Even though the engagement rate was fairly good (roughly 70 %), engagement time could
have been better (2.21 sec.)
Campaign
Description
Brand Y | Predictive behavioural targeting campaign
Brand Y | Campaign description
2012-11-01 13
Brand X | Brand Measurement
In the survey we ask about :
a. Recall.
b. Brand sympathy (Likeability)
c. Purchase Intention
1. Control group
Users who have not been exposed
for the campaign.
2. Test group
Users who have been exposed
for the campaign.
RESULTS
Brand Y | Predictive behavioural targeting campaign
Brand Y | Brand Awareness
(pretest vs. PBT Target group divided on frequencies)
Al frequencies shows an increase in awareness. Greatest are the one measured on the frequency
between 5-8 with 27%.
Control Group = 527; 1-2= 330; 3-4 = 317 ; 5-8= 156; 9+ = 137
Brand Y | Brand Sympathy
(Pretest vs. PBT Target group divided by frequencies)
Brand Sympathy has the highest effect on 5+ impressions.
Control Group = 477, 1-2= 297; 3-4 = 276; 5-8=142; 8+= 125
Brand Y | Purchase Intention
(Pretest vs. PBT Target group divided by frequencies)
All frequencies shows an increase. Highest are the one with 23% from 9+ impressions. There is a clear
correlation between frequency and purchase level.
Control Group = 483; 1-2= 310; 3-4 = 285 ; 5-8=143; 8+ = 130
Awareness is increased by 20% and purchase intension by 7%.
Brand Y | Overall - Campaign effect
Control Group = 527; PBT target group = 940
Conclusion
The optimal frequency in order to increase awareness, sympathy and purchase intension
is 5+ ad impressions.
The increase in brand awareness can be considered to be significant (27 % freq. 5-7)
given the fact that the brand is well known
There is a correlation between Purchase intension and frequency.
No wear-out effect measured.
CAMPAIGN
DESCRIPTION
Brand X | Super target group campaign
Brand X | Campaign description
Things about the campaign.
● The product is a brand new webstore.
● The campaign period was rather long.
Campaign target
● Optimizing on Brand Awareness
Campaign volume
● Approx. 20 mill. ad-impressions cpm / cpc NOT optimised
● 2 mill. ad-impressions data driven optimization
Target group.
● Run of Network & and data driven optimisation
Period
● From week 25 – 34.
Brand X | Brand Measurement
In the survey we ask about :
a. Recall.
b. Brand sympathy (Likeability)
c. Purchase Intention
1. Control group
Users who have not been exposed
for the campaign.
2. Test group
Users who have been exposed
for the campaign.
RESULTS
Brand X | Super target group campaign
RON compared to pretest, shows no impact on awareness and sympathy. A little decrease in purchase
intension.
Brand X | Campaign effect without optimization
Control Group = 2612, Test Group = 1314
Brand X | Brand Awareness
(pretest vs. optimised campaign divided on frequencies)
Al frequencies from 1-7 shows an increase in awareness. Greatest are the one measured on the
frequency between 5-7 with 67%. With frequencies higher than 7 shows a wearout-effect.
Control Group = 2612; 1-2= 224; 3-4 = 120 ; 5-7= 122; 8+ = 320
Brand X | Brand Sympathy
(Pretest vs. branding opt. divided by frequencies)
Brand Sympathy has the highest effect on 3-4 impressions. 8 impressions or more results in a
decreasing effect.
Control Group = 2302, 1-2= 196; 3-4 = 102 ; 5-7=98; 8+= 288
Brand X | Purchase Intention
(Pretest vs. branding opt. divided by frequencies)
All frequencies shows an increase. Highest are the one with 38% from 5-7 impressions. Again we see
the wearout-effect on high impressions.
Control Group = 2479; 1-2= 208; 3-4 = 111 ; 5-7=111; 8+ = 306
Conclusion
The optimal frequency in order to increase awareness, sympathy and purchase intension
is between 3-7.
Frequencies from 8 and higher are wasted.
No branding effect measured on RON/CPM/CPC.
Data driven optimisation increases impact on Brand awareness up to 67%
5. Tarjouskampanja
KAMPANJATARJOUS:
15 % mediatoimistoalennus
40 % kampanja-alennus
EHDOT:
Kyseessä tulee olla rich media – tai kohdentamisprofiilikampanja
Budjetin tulee olla vähintään 2000 euroa
Kampanja tulee toteuttaa tämän vuoden aikana
EI SIIS MUUTA KUIN KATSOMAAN OMAT PÖYDÄLLÄ VIELÄ OLEVAT
JOULUKAMPPIKSET LÄPI JA YHTEYDENOTTO KLIKKIIN!!!
2012-11-01 31
7. KYSYMYKSET
Sana on vapaa…
2012-11-01 32
8. Finnkinon leffaelämyksien voittajien arvonta
….AND THE WINNER IS???
2012-11-01 33
