John Ferguson, Associate Client Development Director, will be looking into how you can best measure the effectiveness of your online advertising and avoid the pitfalls that many face whilst trying to measure ROI.
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 ...