ADimension® - Improving Online Campaigns

ADimension® - Improving Online Campaigns Martin Filz, Research Now Helen Gawor, Steel Marketing

2 © 2012 Research Now

Today’s Agenda

About Research Now and Steel London

Current landscape

Current online ad tracking tools

Our unique technology

How does it work?

Case Study - Debenhams

Outputs and the Future


About Research Now

Research Now the largest online-panel provider globally

6.5 million + panelists globally, all opted in

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

In 2010, we delivered 4,500 online projects in EMEA alone

38 country panels around the World

1100+ employees in 23 offices on 6 continents

Digital Data Collection Experts – either passively or overtly

About Steel London


Digital creative and marketing agency

Create engaging communications in a digital world

Growing ROI of earned and owned media for clients

Current Landscape



Online Advertising, from Humble Beginnings


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…


However, IAB comments Pop-up surveys as flawed

Feature Pop Ups

Healthy response rates O

Measures delayed effect of Ad O

Representative sample O

Demographic profiling added to data O

Original, pre-Panel survey based solution

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


EU Directive - cookie opt in required

EU directive being implemented across Europe will require opt in for cookies

Increasing concern about behavioural tracking & observation

Participants need to opt in before being cookied, when user can be identified

Therefore need a real relationship with panel member - RN has almost 2 million fully opted in cookie panellists


Panel Ad Tracking is a numbers game too!

Research Now provide the largest fully opted in cookied panels:

11 country panels cookied, 2 million panellists

Coupling our panel sizes to massive audience measurement capability gives our clients unrivalled insight into campaign performance

ADimension



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

Case Study - Debenhams


Debenhams & STEEL

Debenhams & STEEL

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Been their digital agency for years!

eCRM, social media and online display

Carat = media buying

© 2012 Research Now

Debenhams & STEEL

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What was going on?

Online display campaigns deemed to be a ‘success’

Integrated with TV campaign using repurposed TV creative

Measured by minor uplifts in CTR and how low a CPA can go, etc

Yet, BRANDING was objective of these campaigns



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We needed to change things

1. We needed to measure the campaign objective not just the campaign action

2. We needed to derive creative learnings that could influence and improve performance of digital display in the overall media mix


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We needed to change things


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The Campaign

Needed a snapshot of the performance of first burst of ‘Life Made Fabulous’ campaign – show Debenhams that this is the way ahead

Objectives:

- Amplify TV advertising

- Raise awareness of designers

- Target women 18-35 and 25-45

Timings

- 12th – 25th September 2011


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Targeted Placements


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We chose ADimension


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Why?

Not site intercept! Panel based

Panel stability – tracking studies

Ability to profile campaign universe

Ability to measure impact of creative and format…

…and by media owner/site


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What we looked at

Impact of frequency of exposure

Awareness

Message association

Influencing opinion and behaviour

Reaching the target audience


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Awareness


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Frequency of exposure


Average Frequency

All exposed 2.71

Spontaneous awareness 1.96

Prompted awareness 2.49

Association with ‘Life made fabulous’ 2.28

Association with designers 2.70

Women 18 - 35 2.02

Women 25 - 45 2.44

Low frequency for spontaneous awareness impacted by TV?

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Spontaneous awareness


40%

20% 17%

8% 7% 7% 6% 5%

Mar

ks &

Sp

en

cer

Nex

t

Deb

enh

ams

New

Lo

ok

H&

M

Joh

n L

ewis

Tesc

o

Asd

a

%Ch C vs Ex

+21.2%

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Prompted awareness


58%

37% 36% 35%

23%

Marks &Spencer

Debenhams Next John Lewis None of theabove

%Ch C vs Ex

Debenhams (on or offline) shoppers = 49% awareness

Debenhams online shoppers

= 59% awareness

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Message association


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‘Life made fabulous’


23%

12% 10%

6%

49%

Debenhams John Lewis Marks &Spencer

Next None of theabove

%Ch C vs Ex

Spontaneous awareness of advertising = 31% association

Prompted awareness of advertising

= 33% association

Debenhams shoppers = 27% association

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Association with designers


70%

8% 4% 2%

16%

Debenhams John Lewis Next Marks &Spencer

None of theabove

%Ch C vs Ex

Spontaneous awareness of advertising = 82% association

Prompted awareness of advertising

= 84% association

Debenhams shoppers = 82% association (87% online shoppers)

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Influencing behaviour


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Post exposure behaviour


41%

2%

6%

8%

8%

11%

21%

32%

None of the above

Followed Debenhams on Facebook

Purchased from Debenhams.com

Told someone else about Debenhams

Signed up for Debenhams emails

Made a purchase in store

Visited a store

Visited Debenhams.com

Respondents associating Debenhams with ‘life made fabulous’ are more likely to have visited a store (27%) purchased in store (17%) and visited Debenhams.com (38%)

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Propensity to shop


75%

86%

87%

87%

83%

94%

96%

Exposed

Spontaneous recall

Prompted recall

Life made fabulous

Designers

Debenhams shoppers

Shopped in store

Likely to shop in store

51%

59%

69%

62%

56%

65%

92%

Exposed

Spontaneous recall

Prompted recall

Life made fabulous

Designers

Debenhamsshoppers

Shopped online

Likely to shop online

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Reaching the target audience


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Exposed to the campaign

69% of those exposed to campaign were women

46% were W18-45

Could do better!

How does this compare to TV?


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Awareness

No significant differences in:

– Awareness of advertising

– Claimed visits or purchases

– Opinion of Debenhams

– However…


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Exposed women 18-35


66% already shop in store

84% now likely to shop in store

25% already shop at Debenhams.com

57% now likely shop at Debenhams.com

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Exposed women 25 - 45


60% already shop in store

81% now likely to shop in store

25% already shop at Debenhams.com

61% now likely shop at Debenhams.com

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What’s driving this?


Association All exposed Exposed W18-35 Exposed W25-45

Life made Fabulous

23% 31% 28%

Designers 70% 91% 88%

Designers significant at 99%

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Recommendations


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Recommendations

Distinguish from TV campaign

Whilst maintaining some integration with overall brand and campaign

Use digital creative for what it does best – encourage participation

Its role in reinforcing other media activity is in pushing the brand messages and encouraging engagement

The digital creative can work harder…


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Digital planning 2012


Paid

Display Paid search

Earned

Organic search Social media follows

Owned

Brand website Email marketing

Push Pull

Engagement media

High engagement driven not just by targeting, but ability of display

creative to pull audience into earned/owned media

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What’s next for Debenhams measurement


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Next steps

Ongoing tracking

Accurate creative tagging to facilitate format and site measurement

Campaign universe profiling to identify channel reach and improve channel planning

Better targeting, higher engagement, better ROI

Happy client.


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Success!


Outputs and the Future


Outputs

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Panellists Ave. Impressions & Reach


Outputs

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Impressions over time with demographics


Outputs

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Likelihood to purchase


Outputs

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Normative summary


In Summary

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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.

Measuring online ad campaigns is crucial to ensure an accurate measurement of ROI


Contact

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Martin Filz Managing Director, EMEA & APAC Research Now 020 7921 2400 [email protected]

Helen Gawor Head of Planning & Insight Steel Marketing 020 8871 2656 [email protected]


mailto:[email protected]

mailto:[email protected]


ADimension® - Improving Online Campaigns

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