Benchmarking: The Great Leap forward · PDF fileBenchmarking: The Great Leap forward ... Sectors for WEP Benchmarking (FMCG) General Learnings & Best Practise Examples ROI Maximization

GfK Consumer Tracking Advanced Business Solutions Annoucement MEP Media Efficiency Panel May 2010

Benchmarking:

The Great Leap forward

Stephan KnäbleGfK Advanced Business Solutions (ABS)


Agenda

II. Client Benefits & ROI

Further MEP Improvements 2010 ff

General Learnings from 22 Month of WEP

MEP2010

Benchmarking


Measuring online media effectiveness is hard…

…but many Advertisers have done it alreadywith the help of the WEP

GfK likes to share first general results

4


Non FMCG:

Clients of WEP Web Efficiency Panel (extract)67 Single WEP Studies since July 2008 = BENCHMARKS

Happy Time

II

http://upload.wikimedia.org/wikipedia/commons/4/48/Deutsche_Bank-Logo.svg

http://upload.wikimedia.org/wikipedia/de/3/39/Logo_Ferrero_kinder_Pingui.svg

5


Sector 4

TrafficManagement

Sector 2Campaign

Performance

Sectors for WEP Benchmarking (FMCG)

General Learnings & Best Practise Examples

ROI Maximization

Quality of contacts(Customer Value)

Website & Search Affinity

of Buyer Groups

Homepage Visitors

(Customer Value)

Sector 3Strategic

MediaPlanning

Sector 1Quantitative &Cross Media

Incremental Sales

II

6


Service Modules Web Efficiency Panel FMCG

ROI Maximasation


Incremental Sales

II

ROI



of Buyer Groups

Homepage Visitors

(Customer Value)

Sector 4

TrafficManagement

Sector 2Campaign

Performance

Sector 3Strategic

MediaPlanning

7


GRPs of all evaluated Campaigns; Arithmetic Means

GRPs are a measure for advertising pressure. The measure illustrates the gross-reach in % within the target group potential (net-reach in % x average contacts=GRP)

TV is the lead media channel…and Online still getting small shares in the Media Mix

28,8563,4657,29111,83

847,95

min=0,8max=121,8

*Arithmetic Means**exposure in home only***Gross=net

TV PRINT SEM***Banner** YouTube

min=7,92max=119,0

II

8


Gross-Return-on-Investment according to media channels; Arithmetic Means

Online Ad Impression contacts do sell FMCG Short TermVideo Ads / YouTube show higher ROI than BannerTV will show much higher Net ROI

1,40

1,03

0,14

0,65

0,27

SEM***

Banner**PRINTTV*Arithmetic Means**exposure in home only***Gross=net

min=0,03max=0,99

min=0,13max=1,22

min=0,02max=0,42

min=0,22max=4,22

min=0,42max=1,63

YouTube

***

Moving Images moreefficient than Banner

II

Gross Gross Gross Net Net

Coverage due to Non Measurement of Out of Home Online Usage ca. 50%

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Search AdImpressions sell FMCG Short Term. Due to the high involvement of Searchers (“lean forward”) SEM generates the highest ROI of all media channels

0,28

1,40

1,03

0,14

0,65

0,27

SEMBANNERPRINTTV TOTAL MEDIA

min=0,03max=0,99

min=0,13max=1,22

min=0,02max=0,42

min=0,22max=4,22

min=0,42max=1,63

YouTube

II

Gross-ROI; Arithmetic Means - SEM

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Gross ROI shows best results if established big brands are advertised. This is driven by the ratio of media spend and turnover during the campaign

Bench = Index 100

144

100

52

151

Banner Bench

Brand A Online Total

ROI

Media Pressure

GRP

CreationUplift per contact

TurnoverVs

Media Spend

II

Gross-ROI - Online; Arithmetic Means

Example:Turnover = 17 MioMedia Spend =

3 Mio

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Average Lift-Factor according to media channels; Arithmetic Means

Lift-Factor = Single Contact QualitySEM & YouTube showing highest impact per contact (Impression)

1,391,40

1,191,11

1,19

TV PRINT SEM***Banner**

min=1,01max=1,60 min=1,02

max=1,23

min=1,01max=1,40

min=1,03max=1,95


YouTube***

min=1,04max=1,40

Incremental sales effect is +40% per contact with YT

II

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Moving Images (Online) do increase TV effects if the message of both channels is linked

TV Effect

II

1,10

1,09

1,97TV+ YouTube

TV+Print

TV

Uplift per First Contact; Example out of 3 similar results

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1,01

1,12

Banner Web 2009 (w/o Social Media) Banner Web 2010 (Same Video; Social Media)

Social Media Comparable Video Ad show higher incremental sales effect in 2010 due to booking on high class environments in social media (StudiVZ. SchülerVZ, Facebook.)

II

Uplift Factor; Example out of 2 similar results

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Online media campaigns over proportionally drive loyalty by increasing consumption levels and under proportionally gain New Buyers

1,31

1,06

Repeat BuyersNew Buyers,12 Month w/o

purchase

Uplift Factor of a Online Campaign 2009

II


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Sector 4

TrafficManagement

Sector 2Campaign

Performance



ROI Maximization



of Buyer Groups

Homepage Visitors

(Customer Value)

Sector 3Strategic

MediaPlanning


Incremental Sales

II

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Although Online Targeting models in almost all campaigns are working well there is a lack of reaching Consumers with a high Customer Value on category/brand Level. Media Planning on Buyer Target Groups is inevitable.

II

% buying Brand A per Media channel during the campaign; Example

32,4

41,2

47,6 47,9

35,6

Brand A Total TV Campaign 1 Online Total YouTube Website

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Sector 4

TrafficManagement

Sector 2Campaign

Performance



ROI Maximization



of Buyer Groups

Homepage Visitors

(Customer Value)

Sector 3Strategic

MediaPlanning


Incremental Sales

II

Placement

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Different online channels covering different Target Groups. YouTube shows youngest profile, Banner Ads covering 20-39 but Search is overproportionally strong with 40-59 year old.

10,0%

27,0% 24,0%

21,0%

24,0%

25,0%

17,0%

27,0%

22,0%

26,0%

27,0%

15,0%

25,0%

13,0%

10,0%

16,0%

4,0%

10,0%8,0%

3,0%9,0%

2,0% 3,0%1,0%

13,0%

4,0%

36,0%

10,0%

19,0%

17,0%

25,0%

0,0%2,0%3,0% 1,0%

Internet total Website GoogleAds YouTube Banner Web

70 years and older

60 bis 69 years

50 bis 59 years

40 bis 49 years

30 bis 39 years

20 bis 29 years

14 bis 19 years

II

Example out of 12 similar results

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Average exclusive reach according to media channels

31% of all persons with YT contact did not have any contact to the TV campaign

Exclusive Reach YouTube shows highest share of incremental reach on top of TV

25,84

31,28

26,56

15,22

SEM**Banner**PRINT

min=9,0max=22,3

min=6,7max=58,90

min=4,20max=39,90


min=18,7max=58,90

YouTube***

II

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Average Lift Factors (Lift-Factor = 1 Means No Effects Measurable)

1,001,00

1,41

1,00

2,70

1,23

Reach AdsMain portals

Young MenAffinty Ads

3C Gaming Ads

Google AdsHomepageTV

Content Placements seem to work better The Content placement (Gaming) works, Main Portals & Websites for Young Men not

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Banner are more effective if placed on content relevant websites instead of portals with high reach.

1,18

1,02

1,081,07

1,09

TV Print Banner Main Portals Banner Content

placement

GoogleAdSense

Banner based on two common interest sites with strong coverageGoogleAdSense based on Google Content NetworkBanner Content Placement = Websites referring to Body Care

II


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Due to a high affinity to brands the media impact is over proportionally driven by Consumers 50+.

Total Target Group 50+

1,03

1,211,13

Campaign 3Campaign 2Campaign 1

1,09

1,25

1,47

Campaign 3Campaign 2Campaign 1

II

Uplift factor; 3 Examples

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Search Affinty Monitor (SAM)

SEM is especially successful if generic search words have been optimized on base of Search affinity’s of the Marketing Core Target Group

Web OverallBuyer

Brand A Heavy Buyer14-29 years

AffinityShare

Search (%)Affinity

Share Search (%)

AffinityShare

Search (%)

Downloads

Generic 100 12,4 105 12,9 123 15,2

Wallpaper 100 8,8 90 7,9 190 16,7

Audio 100 0,5 139 0,7 148 0,7

Spiele 100 0,3 83 0,3 187 0,6

Apps

Generic 100 0,1 198 0,2 261 0,3

Plattform 100 1,8 134 2,3 167 2,9

Charity

Generic 100 1,4 113 1,6 115 1,6

Organisation 100 0,6 123 0,7 70 0,4

Zweck 100 0,6 169 1,0 162 1,0

Maps

Generic 100 4,0 97 3,9 107 4,2

Google Earth 100 0,4 83 0,3 70 0,3

Google Maps 100 0,3 53 0,2 125 0,4

Index > 110

Index < 90

II

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Sector 4

TrafficManagement

Sector 2Campaign

Performance



ROI Maximization



of Buyer Groups

Homepage Visitors

(Customer Value)

Sector 3Strategic

MediaPlanning


Incremental Sales

II

Homepage

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Homepage visits do sell FMCG Short Term. The majority of Homepages lacking visitors already buying the brand or having a high potential for the brand.

13,4%

7,4%

Benchmark: all Onliners Visitor brandwebsite

Reason: uninteresting content and

ineffective traffic generation.

Penetration Brand A; Example out of 4 similar results

II

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Top search terms with Google AdWord Coverage; Example Body Care

SEM is very effective in creating Homepage Traffic if the Landing Page offers content highly relevant to the Target Group. SEM is able to activate Non Buyers by bringing them to the Homepage via offering

e cards ecards e cards kostenlos grußkarten wallpaper hintergrundbild kostenlos e-cards e-cards kostenlos handcreme im spender stundenplan hintergrundbilder gesichtscreme hintergrundbild grußkarten kostenlos stundenplan vorlage advents wallpaper kostenlose grußkarten twilight hintergrundbilder e-card bin so traurig grußkarte

This is a positive result:

Potential target groups that are not necessarily close to Brand A are activated via generic search terms!

Over 90% of search terms are generic!

II


Agenda

II. Client Benefits & ROI

Further MEP Improvements 2010 ff

General Learnings from 22 Month of WEP

MEP2010

Benchmarking


Completing the Puzzle

MEP Outlook 2010 and beyond

29


New Online Developments in the MEP 2010

Outlook&

European Roll

Online Usage will be reported for Persons 6+ instead of 14+

From April on Sniflet Software identify Pre/Mid/End-Rolls and the complete YouTube inventory automatically without any tagging

Application Monitor will enable Clients to measure the Usage of different Browsers & Applications

Implementation of Mobile Browsing Measurement in discussion

Web Usage Profiler (WUP)

Web based Tool to run analyses on Web Usage by Buyer Target Groups such as e.g. Heavy Buyer Brand, Category Buyers with Brand Affinity or Most Valuable Consumers (MVC)

Evaluation of own Homepage versus Competition

Evaluation of Social Media by Brand Buyers

Cross Media Usage Web-TV (Survey based)-Print

Traffic Analyses

II

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Single Source Data

The GfK offers a unique report integrating internet usage, advertising point of contacts, buying behavior, offline media usage as well as measurement of image and attitude of consumer behaviour.

GfK Single Source ApproachIntegration of quantitative & qualitative advertising effectiveness

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I. Qualitative communication tracking II. Quantitative advertising evaluation

Added value through the combination of quantitative & qualitative advertising analysis

Option to sample or measure online contactsOption to merge qualitative / quantitative results or interpret them separately

Comprehensive action recommendation for the design of future advertising

strategies

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Issues:

Which message to use to strengthen brand equity?

Which media channels to use to reach the target audience?

Brand Potential Index®

The best possible consumer

touchpoints / media channel combination

The right message

Attachment

Rational Emotional

Brand Equity

Identification

Empathy Bonding

Emotional

PremiumQuality

Superiority

Unique-ness

Rational Trust

Buying intention

Attachment

Recommen-dation

Willingness to pay more

Strengthen the brand equity: Communicate the right message through best possible consumer touchpoints and media channels

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Shapley Value Regression

Identification of the most effective consumer touchpoints / media channels to strengthen brand equity.

Relevant image dimensions can also be measured.

This analysis step helps to strengthen brand equity

Brand Equity (BPI®)Consumer Touchpoints/ Media Channels

Brand Potential Index®

•TV

•Print

•Radio

•POS

•Sampling

•Online Ads

•Online Com-

munities/ Blogs

•Usage of Brand

•Worth of Mouth

…

+20%

+9%

+8%

+24 %

+12%Attachment

Rational Emotional

Identification

Empathy Bonding

Emotional

PremiumQuality

Superiority

Unique-ness

Rational Trust

Buying intention

Attachment

Recommen-dation

Willingness to pay more

Brand Equity

Strengthen the brand equity: Communicate the right message through best possible consumer touchpoints and media channels

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Media Efficiency Panel

Innovating for the Future: Be prepared for the Road ahead

Benchmarking: The Great Leap forward · PDF fileBenchmarking: The Great Leap forward ... Sectors for WEP Benchmarking (FMCG) General Learnings & Best Practise Examples ROI Maximization

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