Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

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Know Your Online Advertising Campaign, Understand Your Audience

Caroline Ewings - Research Now Malcolm Murdoch - Mindshare

ADimension® - Improving Online Campaigns

Caroline Ewings, Research NowMalcolm Murdoch, Mindshare

3© 2012 Research Now

Today’s Agenda

About Research Now and Mindshare Current landscape Current online ad tracking tools Our unique technology How does it work? Case Study – River Island Outputs


About Research Now

Research Now the largest online-panel provider globally

6.5 million + panelists globally, all opted in

38 country panels around the World

More than 5000 clients spanning Europe, the Americas and Asia-Pacific

Digital Data Collection Experts either passively or overtly

5 © 2011 Research Now

About Mindshare

112 OFFICES

83 COUNTRIES

UK Billings

£710m

Global Billings

£8.1 Bn

UK Online

£120m

6

Current Landscape

© 2012 Research Now


Online Advertising is now a £4 billion industry

With over a quarter of all ad-spend in the digital medium, and growing, there is an increasing need to accurately measure ROI


Current methods for online ad tracking for display ads• Traditional ad measurement tools

incorporate basic web analytics to create top-line reach and frequency of exposed audiences.

• Focused on audience delivery and not ad effectiveness

• More advanced methods tried to measure ad effectiveness through surveys…


Pop-ups are the most common methodology so should be sound?

Feature Pop Ups

Healthy response rates ORepresentative sample O

Measures delayed effect of Ad ODemographic profiling added to data O

However, IAB slams Pop-up surveys as flawed


Panel Ad Tracking

Research Now provide the largest fully opted in cookied panels

An EU Directive will be implemented in June, which will require opt-in for cookie tracking.

11 country panels cookied, 2 million panellists

11

Panel based effectiveness



ADimension - Gaining the whole picture

Combining Audience Measurement with Opt-in Panels


How it works

Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns.

We embed tags in your online creative to capture campaign details

Step 1

Step 2


Every time a panelist is exposed to your ad, we log it.

We add rich demographic profiling data on exposed panelists

How it works

Step 3

Step 4


Tailored surveys are sent to exposed and unexposed panelists

Combined data sets are delivered for you to derive insights

How it works

Step 5

Step 6

16

Case Study


River Island & Mindshare


What we wanted from the project

• Can Online Drive Brand Metrics for our Client?

• Is the effect measurable?

• Are we reaching the right people?


Online Drove Brand Metrics

Ad Recall Fashion Authority Reported Purchase0%

10%

20%

30%

40%

33%

27%

23%

Upl

ift in

Met

ric


We reached (mostly) the right people

Female

Male

71%

29%

65+

55-64

45-54

35-44

25-34

18-24

0-17

4%

10%

16%

19%

25%

24%

2%

A

B

C1

C2

D

E

F

None / not speci-

fied

7%

20%

33%

15%

8%

11%

0%

6%


Reassuringly, More online advertising = more ad recall

0 2 4 6 8 10 126%7%8%9%

10%11%12%13%14%15%16%

Ad RecallAverage among exposedAverage among control

# of Ad Impressions

% R

ecal

l See

ing

the

Onl

ine

Ad

Line estimated from exposed and non-exposed respondents, n=1,062Slope estimation significant at 95% confidence level


Outcome

• Proof points to make us happy with the role of online display for their activity

• Benchmarks for future online campaigns

• Reassurance around the delivery of our audience buying– Hard to verify demographic data around the activity

22

Outputs


23

OutputsImpressions over time with demographics


24

OutputsLikelihood to purchase


25

OutputsNormative summary


26

In Summary

Legislation is evolving however, our panel model obtains specific consent to track passively – PII is protected (opted in)

Digital advertising set to become even more important

ADimension allows you to understand your audience, and the effective of a campaign on the brand.

FINAL POINT TO BE ADDED


27

Contact

Caroline EwingsClient Development Director – Ad and MediaResearch Now020 7921 [email protected]

Malcolm Murdoch Director of Digital Data and Performance

Mindshare


mailto:[email protected]



Viva Attribution! Revolutionising Digital Spend

Christian Howes - Tagman

#TFM2012@tagman

Revolutionising Digital SpendJon Baron, CRO and Co-Founder, TagMan

#TFM2012@tagman

AGENDA• Quick intro to TagMan• The attribution landscape• Challenges• Getting started – TUI Travel• Boden – another take• 3 tips to quickly improve your ROI• Takeaways

“With the help of TagMan we have been able to increase the total marketing budget for digital alongside a complete shift in the way we weight spend between channels.”– Tess Bedard, TUI Travel Specialist Holiday Group

#TFM2012@tagman

About TagMan

#TFM2012@tagman

Typical Ecommerce Company Landscape

#TFM2012@tagman

Leading to Data Overload

#TFM2012@tagman

So, where do you begin?

#TFM2012@tagman

Case Study: TUI Travel Specialist Group

Winter & Summer holidays Operating in 180+ countries with over

30 million customers 19 million web visits annually Annual revenue of £590m

#TFM2012@tagman

TUI’s Challenges

#TFM2012@tagman

STRATEGY

• Manage marketing tags in TagMan• Understand and analyse full customer

journey to sale• Ignore conversions with one step in the path• Attribution Model Testing

• Real-time deduplication of affiliate spend for immediate savings

#TFM2012@tagman

RESULTS

• Increased marketing budget overall!• SEO spend up 6-fold• Generic PPC investment up 3-fold• Site development priority changesAnd...• Better understanding of brand and

channel crossover• Testing attribution models – ease of

switching campaigns on and off• Launch new campaigns quickly and

easily

#TFM2012@tagman

A different take: Boden

First Click

Last Click?

?

?

?

?

?

?

?

Assist Assist

?

#TFM2012@tagman

Results

Optimise all online campaigns! • Single view of customers• Actionable insight• 10% Instant savings on CPA

#TFM2012@tagman

It’s not just TUI and Boden who are benefiting...

#TFM2012@tagman

So, what now?

#TFM2012@tagman

Step 1

#TFM2012@tagman

Step 2

#TFM2012@tagman

Step 3

#TFM2012@tagman

Thank You!

E: [email protected] [email protected]: @tagman


Innovations in Behavioural Targeting - What to Look Out for in 2012

Neil McClements - Merchenta


RTB: Publishers Get Higher eCPMs. Brands get more value. Fact or fiction?

Julia Smith - Jemm Group


"Men Are From Mars, women are from Venus": How online advertisers can

communicate more effectively with womenGail Parminter - Madwomen


New Levels of Consumer Engagement with Semantic Advertising

Damon Francis - ADmantX

New Levels of Consumer Engagement with Semantic

Advertising

Damon FrancisBusiness Development Director

Online Spending Up But Growth Slowing

Means $12.4 Billion Wasted

• $40 billion spent but 31% of ads never seen

• Scrolled past ad• Never scrolled to ad

• 4% of ads delivered to geography where the product is not available

• 72% of campaigns on sites "not brand safe."

Current Contextual Methods

&

“State of the Art” in Online Advertising




Audience

Marketer

Producer

Bad Ads Weaken Content Relationships

KeywordsSEO

Ineffective ads generate less clicks.Less clicks means less product sold for marketer.

Display,Text Ads

Less product sold means less to spendsupporting content generation.Less quality content means less audience.

Producer drops ad price to sell more ads.Less ad price means more cost control onquantity and quality of content.

What Is to Be Done?

“You will know a word by the company it keeps”

- Firth

“It is one of the great marvels of life that, across languages, culture and history, it is possible, with sufficient knowledge, effort and insight, to truly understand the meanings of other peoples’ emotions and mental states”

- Richard A. Shweder

The Revolution Is Semantics

• Semantics (from Greek "σημαντικός" - semantikos[1][2])

establishes meaning. It typically focuses on the relation between signifiers

http://en.wikipedia.org/wiki/Greek_language

http://en.wikipedia.org/wiki/Semantics

Advanced Contextual Methods

MORPHOLOGICAL

GRAMMATICAL

LOGICAL

DISAMBIGUATIONBro

oke

Ake

r –

Kin

derg

arte

n, 1

963

Search Engine Marketing

Search Advertising

Display Advertising

Advanced Contextual Methods for

Display Ad Server

No MistakesCleared InventoryHigher Ad Prices

Search Ad Server

No MistakesCleared InventoryHigher Ad Prices

Keyword Bidding

Less Obvious,Less Costly Keywords

Contextual Processing

Proof MetricsDisplay Ads Airlines Fashion

Consumer Products

Improved CTR + 200% + 140%

+ 160%

Search Ads Admantx + AdSense

Google AdSense

CTR 2.63% 0.93%

Click Value 0.22 Euro 0.13 Euro

CPM per Page 0.65 0.13

Traffic Increase + 77% --

+ 40% more Ad Engagement

“If there is one thing the study makes exceedingly clear, it is that the combination of contextual and behavioral targeting is much greater

than the sum of its parts”

THANK YOU

Damon [email protected]

Office +44 (0)207 183 0305

Mobile +44 (0)7517 274206

follow us on:www.admantx.comwww.blog.admantx.c

omtwitter @ADmantX

Technology

Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience