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Improving & Measuring Online Advertising

John Ferguson
Associate Client Development Director




March 15th, 2012
Today’s Agenda

  About Research Now
  The online landscape
  Current measurement methods
  Case Studies
   River Island
   Debenhams
 The future
 Q&A




                                 © 2012 Research Now   2
About Research Now
Research Now: the largest online panel provider globally



   Digital Data Collection Experts
    either passively or overtly
   6.5+ million opted-in panellists globally
   38 country panels around the World
   5,000+ clients throughout Europe,
    the Americas and Asia-Pacific




                                                           © 2012 Research Now   3
The Online Landscape




                       © 2012 Research Now   4
Online Advertising is now a £4 billion
industry in the UK




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


                                                                  © 2012 Research Now   5
Current Measurement Methods




                              © 2012 Research Now   6
Current methods for online ad tracking


   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 try to measure ad
    effectiveness through surveys…




                                                © 2012 Research Now   7
However, IAB comments pop-up surveys as
flawed

 Original, pre-Panel survey based solution


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



                          Feature                  Pop Ups
                   Healthy response rates            O
                Measures delayed effect of Ad        O
                   Representative sample             O
             Demographic profiling added to data     O


                                                             © 2012 Research Now   8
Panel Ad Tracking

   Need a large fully opted-in cookied panels

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




                                                              © 2012 Research Now   9
ADimension: Gaining the whole picture
Combining Audience Measurement with Opt-in Panels




                                             © 2012 Research Now   10
How it works
Step 1
  Research Now panellists have opted-in to be tracked on their exposure to ad
  campaigns.




Step 2
 We embed tags in your online creative to capture campaign details




                                                                     © 2012 Research Now   11
How it works
Step 3
 Every time a panellist is exposed to your ad, we log it.




Step 4
  We add rich demographic and profiling data from exposed panellists




                                                                       © 2012 Research Now   12
How it works
Step 5
 Tailored surveys are sent to exposed and unexposed panellists




Step 6
  Combined data sets are delivered for you to power insights




                                                                 © 2012 Research Now   13
Case Studies


River Island & Debenhams




                           © 2012 Research Now   14
River Island


Study Objectives

    What is the impact of frequency of exposure?

    Are we reaching the right audience?




Results ...
Reassuringly,
more online advertising = more ad recall
                                16%       Ad Recall
% Recall Seeing the Online Ad




                                          Average among exposed
                                14%       Average among control


                                12%



                                10%



                                8%



                                6%
                                      0       2          4            6           8         10   12
                                                                          # of Ad Impressions
           Line estimated from exposed and non-exposed respondents, n=1,062
           Slope estimation significant at 95% confidence level
We reached (mostly) the right people

   0-17   2%

  18-24                24%       None / not specified    6%

  25-34                25%                         F    0%

  35-44              19%                           E          11%

  45-54          16%                               D         8%

  55-64        10%                                C2              15%

    65+   4%                                      C1                     33%

                                                   B               20%

                                                   A         7%
   Male        29%

 Female                    71%
Debenhams


   Study Objectives

      What was the impact on brand awareness?

      Did the campaign messaging work?

      Were opinion and behaviour influenced?




   Results ...
Debenhams
Spontaneous awareness


                              % increase - Control vs Exposed 21.2%
    40%




                       20%
                                  17%

                                               8%         7%    7%           6%             5%
                       Next




                                                                                             Asda
                                   Debenhams




                                                                             Tesco
     Marks & Spencer




                                                          H&M




                                                                John Lewis
                                               New Look




                                                                                     © 2012 Research Now   19
“Life made fabulous”
Targeted Placements




                       © 2012 Research Now   20
Debenhams
Post exposure behaviour

           Visited Debenhams.com                            32%

                    Visited a store                   21%

          Made a purchase in store              11%

   Signed up for Debenhams emails           8%

Told someone else about Debenhams           8%

   Purchased from Debenhams.com            6%

  Followed Debenhams on Facebook      2%

                None of the above                                   41%



                                                            © 2012 Research Now   21
Debenhams
Exposed women 25 - 45




           60% already        81% now likely to
           shop in store        shop in store




        25% already shop at   61% now likely shop
          Debenhams.com        at Debenhams.com




                                             © 2012 Research Now   22
The future




             © 2012 Research Now   23
What’s Next?


 Big data is here to stay. However it’s about how you analyse it
 Tools are evolving: how do we converge these?
     360° analysis of ad effectiveness
     Mobile
     Meter downloads (with consent)
     Web listening and tracking
 We have an exciting future!




                                                              © 2012 Research Now   24
Questions?



John Ferguson
Associate Client Development Director (Ad and Media)

tel. 020 7921 2400
email: jferguson@researchnow.com




                                                       © 2012 Research Now   25

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Improving & Measuring Online Advertising

  • 1. Improving & Measuring Online Advertising John Ferguson Associate Client Development Director March 15th, 2012
  • 2. Today’s Agenda  About Research Now  The online landscape  Current measurement methods  Case Studies  River Island  Debenhams  The future  Q&A © 2012 Research Now 2
  • 3. About Research Now Research Now: the largest online panel provider globally  Digital Data Collection Experts either passively or overtly  6.5+ million opted-in panellists globally  38 country panels around the World  5,000+ clients throughout Europe, the Americas and Asia-Pacific © 2012 Research Now 3
  • 4. The Online Landscape © 2012 Research Now 4
  • 5. Online Advertising is now a £4 billion industry in the UK With over a quarter of all ad-spend in the digital medium, and growing, advertisers need to accurately measure ROI © 2012 Research Now 5
  • 6. Current Measurement Methods © 2012 Research Now 6
  • 7. Current methods for online ad tracking  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 try to measure ad effectiveness through surveys… © 2012 Research Now 7
  • 8. However, IAB comments pop-up surveys as flawed  Original, pre-Panel survey based solution  Pop-ups are the most common methodology so should be sound? Feature Pop Ups Healthy response rates O Measures delayed effect of Ad O Representative sample O Demographic profiling added to data O © 2012 Research Now 8
  • 9. Panel Ad Tracking  Need a large fully opted-in cookied panels  An EU Directive will be implemented in June, which will require opt-in for cookie tracking. © 2012 Research Now 9
  • 10. ADimension: Gaining the whole picture Combining Audience Measurement with Opt-in Panels © 2012 Research Now 10
  • 11. How it works Step 1 Research Now panellists have opted-in to be tracked on their exposure to ad campaigns. Step 2 We embed tags in your online creative to capture campaign details © 2012 Research Now 11
  • 12. How it works Step 3 Every time a panellist is exposed to your ad, we log it. Step 4 We add rich demographic and profiling data from exposed panellists © 2012 Research Now 12
  • 13. How it works Step 5 Tailored surveys are sent to exposed and unexposed panellists Step 6 Combined data sets are delivered for you to power insights © 2012 Research Now 13
  • 14. Case Studies River Island & Debenhams © 2012 Research Now 14
  • 15. River Island Study Objectives  What is the impact of frequency of exposure?  Are we reaching the right audience? Results ...
  • 16. Reassuringly, more online advertising = more ad recall 16% Ad Recall % Recall Seeing the Online Ad Average among exposed 14% Average among control 12% 10% 8% 6% 0 2 4 6 8 10 12 # of Ad Impressions Line estimated from exposed and non-exposed respondents, n=1,062 Slope estimation significant at 95% confidence level
  • 17. We reached (mostly) the right people 0-17 2% 18-24 24% None / not specified 6% 25-34 25% F 0% 35-44 19% E 11% 45-54 16% D 8% 55-64 10% C2 15% 65+ 4% C1 33% B 20% A 7% Male 29% Female 71%
  • 18. Debenhams  Study Objectives  What was the impact on brand awareness?  Did the campaign messaging work?  Were opinion and behaviour influenced?  Results ...
  • 19. Debenhams Spontaneous awareness % increase - Control vs Exposed 21.2% 40% 20% 17% 8% 7% 7% 6% 5% Next Asda Debenhams Tesco Marks & Spencer H&M John Lewis New Look © 2012 Research Now 19
  • 20. “Life made fabulous” Targeted Placements © 2012 Research Now 20
  • 21. Debenhams Post exposure behaviour Visited Debenhams.com 32% Visited a store 21% Made a purchase in store 11% Signed up for Debenhams emails 8% Told someone else about Debenhams 8% Purchased from Debenhams.com 6% Followed Debenhams on Facebook 2% None of the above 41% © 2012 Research Now 21
  • 22. Debenhams Exposed women 25 - 45 60% already 81% now likely to shop in store shop in store 25% already shop at 61% now likely shop Debenhams.com at Debenhams.com © 2012 Research Now 22
  • 23. The future © 2012 Research Now 23
  • 24. What’s Next?  Big data is here to stay. However it’s about how you analyse it  Tools are evolving: how do we converge these?  360° analysis of ad effectiveness  Mobile  Meter downloads (with consent)  Web listening and tracking  We have an exciting future! © 2012 Research Now 24
  • 25. Questions? John Ferguson Associate Client Development Director (Ad and Media) tel. 020 7921 2400 email: jferguson@researchnow.com © 2012 Research Now 25