Presentation of gemiusDirectEffect 2.0 - the new version of Gemius ad monitoring tool for agencies and advertisers

1. gemiusDirectEffect
//
gemiusEffect
Presentation of the Research Service
Campaign tracking and effectiveness measurement
Author: Jarosław Kaczyński
Warsaw 2010
March 2011
flue

2. gemiusDirectEffect
// Solutions gemiusDirectEffect
Tracking scripts, site-centric
measurement
MAIN OBJECTIVE Measuring the delivery,
instant response, delayed
Measuring campaign response - post view, actions,
effectiveness target page conversions.
CAMPAIGN
TRACKING
DIRECT
RESPONSE
BRANDING
TARGET
gemiusBrandingEffect REACH
Control and exposed
gemiusProfileEffect
questionnaires filled in by users Panel data combined with
tracking scripts
Campaign impact on brand
awareness, perception, message Post-buy analysis of campaign
association, etc, audience profile.
Demographic composition of
campaign
flue

3. gemiusDirectEffect
// Background
Cooperation with Media Houses on gemiusDirectEffect
OMG 1000
The system
Carnation campaigns
is used by Starcom monitored per
ZenithOptimedia month
MEC Interaction
MindShare
MediaCom
Initiative Media
PanMedia
Universal McCann
Havas
Carat
flue

4. gemiusDirectEffect
// Research methodology
Technical platform
offering the possibility to run complex campaign effectiveness studies
(gemiusBrandingEffect, gemiusProfileEffect, measurement of direct effects on a Client’s
website).
gemiusDirectEffect
is a quantitative study.
Tracking scripts
embedded in the codes of a campaign's creatives are responsible for monitoring
impressions and clicks on the creatives. The system can also serve the creatives.
Cookie technology
is used to differentiate individual users (cookies). This technology enables us to present
information about the number of impressions and clicks on the advertisement as well as
the number of users (cookies) whom the campaign reached and who directly responded
to the campaign, either by clicking on the creative or later visiting the advertiser’s
website (without clicking). In several countries gemiusDirectEffect also gives information
on the number of real users reached by the advertising campaign.
flue
Geographical origin
is identified by the user’s (cookie’s) IP.

5. gemiusDirectEffect
// Ad campaign tracking - Solution
Which creative formats
proved effective and in what
way?
What was the
engagement of users
(cookies) within the
campaign?
gemiusDirectEffect Which placements
campaign tracking proved effective and in
How did the what way?
campaign perform
over consecutive Main aim is to evaluate the
days? direct effect of the
campaign
Where did the users How did the campaign
(cookies) who were influence viewing the
exposed to the campaign target page and
connect from? performing actions?
flue

6. gemiusDirectEffect
// Reach and campaign effectiveness
CTR
Cookie Cookie
clicks First Next
impressions
TTC
And many others:
UCTR Frequency
Actions
Reach User Clicks Closures
Costs (CPM, CPC, CPA,
. effectiveCPM, CPU, CPL)
Operating Systems
Browsers
Regions
flue
Cities

7. gemiusDirectEffect
//
Create your own categories,
labels & indicators!
flue

8. gemiusDirectEffect
// Proper user identification
Find out real reach of your advertising campaign!
Presentation of results by weeks and months
vs
Cookies Real Users
flue

9. gemiusDirectEffect
// Analysis of users landing on a campaign microsite / action pages
Users on the campaign microsite / action
pages
Have seen Have not
the ad seen the ad
Did not click on the ad Example: Loyalty of users visiting hyundaimotor.cz
Clicked
on the ad
Post-click group Post-view group
flue

10. gemiusDirectEffect
// Easy way to measure any interactions
Number of Users Number of interactions
generating interactions
Any kind of interactions: mouse over, reply, start play, etc…
flue

11. gemiusDirectEffect
// Simple handling of multiclick creatives
flue

12. gemiusDirectEffect
// Wide variety of rich media creatives ( demo.adocean.pl –
continuously developed )
flue

13. gemiusDirectEffect
// Interface (Ajax based, multitasking)
1 Advanced user rights
Media
House
Owner
Advertiser
Traffic
Media Publisher
planner MH1
flue

14. gemiusDirectEffect
// Interface
2 Intuitive campaign management
flue

15. gemiusDirectEffect
// Interface
3 Real-time
Statistics
flue

16. gemiusDirectEffect
// Interface
4 Easy-to-understand statistics - Rankings
flue

17. gemiusDirectEffect
// Interface
4 Easy-to-understand statistics – Time frames
flue

18. gemiusDirectEffect
// Interface
4 Easy-to-understand statistics – Accumulation
flue

19. gemiusDirectEffect
// Interface
4 Easy-to-understand statistics – Distributions
flue

20. gemiusDirectEffect
// Reporting
Summary Periodic Reporting on a Campaign Reach Analyzing Benchmarks based on customized
Report Post-buy Report for a Campaign Report campaign / placement / creative categories
Comparison of Campaigns touch point and system advertising space
flue

21. gemiusDirectEffect
// … and more
Advanced Alerts can be set for impression, click,
successful click, action and interaction
Alerting
statistics.
System
The system can display more creatives with Automatic
the following settings: random, cycled, Campaign
sequential, best performing, share of voice.
Optimization
Constant
Action path statistics, special video statistics,
Product demography of campaign audience, in-
flue
Development screen impressions and many more.

22. gemiusDirectEffect
// gemiusEffect – comprehensive
research study AD CAMPAIGN
TRACKING
To estimate the effectiveness of an How many users were
exposed to the
advertising campaign.
campaign? How many
actions were performed?
?
?
BRANDING
What was the impact
on the awareness of
the brand? What was
the impact on the
brand image and
? TARGET
REACH
What was the socio-
purchase intent? demographic profile of
users who were exposed
to the campaign?
flue

23. gemiusDirectEffect
// Benefits
Learn how your target group perceives your brand (Pre/Post test or Control/Exposed
method)
Position the brand versus its competitors BrandingEffect
Understand how the creatives were evaluated by the internet users
Track the product’s/service’s brand awareness regularly to see branding results
Optimize your creatives and landing pages
Get a quick overview of your campaign’s performance
DirectEffect
Check if you spend your ad budgets effectively
Find proper media buying models for your products and services
Track the action paths and detect where your users drop out (lose interest)
Get to know who is exposed to your ad campaign and who is interacting with it
Find out about new potential target groups interested in your products/services
ProfileEffect
Learn if your campaign reached the targeted audience
Build your knowledge and adjust your future communication
flue

24. gemiusDirectEffect
//
Contact:
Tamás Ács
gemiusDirectEffect Brand Manager
E-mail: tamas.acs@gemius.com
Mobile: (+36 20)543 3628
Skype: tamas.acs
flue