03 SEPTEMBER, 2014 MEASURING DIGITAL ADVERTISING In context of Vietnam
03 SEPTEMBER, 2014 MEASURING
DIGITAL
ADVERTISING In context of Vietnam
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and
VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
44% INTERNET REACH AMONGST THE HIGHEST ANYWHERE
3
INTERNET NOW REPRESENTS A MAJORITY OF THE CONSUMING POPULATION
Source from Government Statistics, GroupM & Epinion Data
44%
NATIONAL
63%
URBAN
30%
RURAL
MAN OR WOMAN HIGH SCHOOL
AVERAGE PROFILE
5 MILLION
VND
EVENTUALLY WE ARE ALL GOING TO BE ONLINE
IRREVERSIBLE PROCESS
THOSE WHO HAVE IT ARE ALREADY THERE, WHO ARE MAKING IT, WILL EVENTUALLY GATHER HERE
44% REPRESENT
80% ASPIRATION
15% GROWTH YOY
MARKETERS HAVE RECOGNIZED THE OPPORTUNITY
SOURCE: STATISTA 5
USD 32 Million at 20% growth YOY, compared to 7% growth in TV
NO LONGER A TV DOMINATED IMPACT
SOURCE: MILLWARD BROWN 6
Integrated media plan works best
UNIQUE ADVANTAGE NEEDING INTERACTIVE STRATEGIES
7
NON
INTERACTIVE
TRADITIONAL
MEDIA
INTERACTIVE
ONLINE
CONSUMER INTERACT THUS RESPOND SPONTANEOUSLY
8
In Vietnam, the most online chatter is about the mobile phone models
Large enough
represent consumers
CURRENT TECHNOLOGY CLEARLY SHOWS THE WOM ONLINE
9
These people lead in the way in achieving the Vietnamese prosperity, opinion makers
Are they studied in
detail?
Can they teach us
something new?
QUIZ
10
Largest digital advertiser (Category) Telecom Largest digital advertiser (Brand) Mobifone Vietnam Leading Content provider VNG Vietnam Leading mobile services provider Viettel Vietnam Social networking app in Trend Zalo Vietnam Leading website Coccoc.com
11
THE MARKETING CHALLENGE
COMPLEX USAGE LANDSCAPE MAXIMIZE THE OPPORTUNITY EFFICIENT DELIVERY & IMPACT
REQUIRES NOT JUST SALES DRIVEN ONLINE ADVERTISING BUT
SUSTAINABLE BRAND BUILDING/MANAGEMENT
WHAT IS CURRENTLY BEING MEASURED? A SUCCESSFUL CAMPAIGN WILL DELIVER SUSTAINABLE BUSINESS THROUGH THE BRAND EFFECT IT IS ABLE TO CREATE
CTR
CPM
Impressions
Metrics
CPC
HOWEVER, EVERY CAMPAIGN DELIVERS SO MUCH MORE THAN JUST EXPOSURES
LIMITATION OF CLICK THROUGH
13
A click-through rate is a suitable measure for direct campaign as it directly correlates to the objective. However, brand building campaigns are cumulative in nature and there is no observed correlation between display ad clicks and longer-term brand building metrics
Numerous studies (including, for example, Dynamic Logic Market Norms) have demonstrated that exposure to online display ads generates awareness and interest in a brand, whether clicked on or not. Measurement that focuses on the click alone considers only a tiny fraction of the economic value of an online advertising campaign.
Direct Response Brand
Objective Drive immediate response Build brand effects
Measurement Click through rates Level of engagement
EMPIRICAL: CLICKS NOT CORRELATED WITH BRAND SUCCESS
14
CLICK RATES DON’T CORRELATE THE BRAND
SUCCESS MEASURES
NO CORRELATION BETWEEN ONLINE CLICK
THROUGH AND OFFLINE ROI
15
“Because of our direct response heritage (in the online advertising industry), we’ve toiled under the tyranny of the click for too long.”
RANDELL ROTHENBERG,
CEO,
Interactive Advertising Bureau US
WHAT REALLY NEEDS TO BE MEASURED?
16
A SUCCESSFUL CAMPAIGN WILL DELIVER SUSTAINABLE BUSINESS THROUGH THE BRAND EFFECT IT IS ABLE TO CREATE
Demographic details of exposed
Measuring in target group reach
Identifying the best publishers
AUDIENCE PROFILE
Identifying wastage
Campaign lift
Campaign Impact
Campaign Efficiency
IMPACT
Campaign ROI
ITS ALL IN THE METHODOLOGY
17
To have an online panel which can be monitored for exposure and impact. Make it representative
44%
NATIONAL
DRAW A SAMPLE
200 WEBSITES RUN
EPINION POP UP
40MN COLLECT DEMOGRAPHIC DATA • Gender
• Age
• Education
• Income
• Children
• Family members
• Employment
INTERNET PE/NETRATION
BY AGE
BY GENDER
MAKING IT REPRESENTATIVE
COOKIE TAGGED
INSTALL BROWSER
COOKIES
CAMPAIGN EFFECTIVENESS
• Campaign lifts
• Campaign ROI
• Campaign efficiency
• Campaign Impact
AUDIENCE PROFILE CAMPAIGN REACH
32% / 345.555 People in target group reached
There are 2.369.781 persons in the project target group
2.500.000 total impressions were logged in the report period
The average trequency in the target group is 1.3
There has been delivered a total of 65 TRPs
FREQUENCY WEBSITE REACH
BRAND LIFT AFFINITY
HOW IT WORKS A tracking pixel is installed in a every ad online, which can identify the panel users and their demographics`
18
By applying sophisticated
technology our system registers
each ad impression and links it
to the background information
we have in our vast underlying
panel. This enables us to
measure what target audience
the ad meets. And, for
example, how many
impressions there were in a
specific target group.
REACH AND FREQUENCY
19
Calculated through weights and sampling for representing online audience
Profiling the audience
Age, gender, income, education etc
In-target impressions were only 30%
of the total delivered
Nearly 70% the impressions were
wasted
So what if this campaign reached 22
million impressions?
CAMPAIGN EFFECTIVENESS MEASUREMENT
20
Target group size
in population
Reach in
target group
Incremental
Reach to TV
TRP
delivered
Persons lifted
by campaign
3,429,541 19.0% 65,000 people 70 69,160
CAMPAIGN BRAND LIFTS
EXPOSED NOT
EXPOSED EFFECTS
Campaign awareness 50% 41% 9%
Brand awareness 78% 70% 8%
Consideration 63% 56% 7%
CAMPAIGN AWARENESS
BRAND AWARENESS
CONSIDERATION
MEASURE PERFORMANCE: CREATIVE AND BRAND
A STUDY BY NEILSEN, SHOWED THAT THE EFFECT IS MUCH BETTER WHEN TV IS SUPPORTED BY ONLINE
Source: AC Neilsen
DECOMPOSE THE EFFECTS OF THE CAMPAIGN, INDIVIDUAL AND COMBINED
56%
42% 35%
25%
46%
28% 21%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
General Recall Brand Recall Message Recall Likeability
TV + Online Exposed TV Only Exposed
+22%
+50% +67%
+67%
30 CAMPAIGN ANALYSIS
MIRCROSOFT’S DWELL: IMPRESSIONS X TIME SPENT
22
SEARCH UPLIFT
12%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lowengagement ad
Hightengagement ad
BEING ABLE TO MAKE THE CONSUMER SPEND TIME ON YOUR CONTENT, TAKING IN A WIDE ARRAY OF IMPRESSIONS
SITE VISITS
ENGAGEMENT
Unlike television advertising, when it comes to online, interactive and responsive can be taken a whole new level, not possible for TV. A wide array of information and impressions are formed during the process
There is strong correlation between how much do people engage with digital advertising and search behavior
3X
10% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lowengagement ad
Hightengagement ad
+83
point
s
+125
point
s
0
20
40
60
80
100
120
140
Low engagementad
Hightengagement ad
PO
INT
S
Source: Microsoft-comScore study on engagement effectiveness
+70%
20 CAMPAIGN ANALYSIS
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23
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and
VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV