Online Campaigns: A waste of money or improving your bottom line?

1

Online Campaigns: A waste of money or improving your bottom line?

19th February 2013

James Burge

Managing Director, APAC

Luke Biggins

Client Development Manager, Australia

2 2

Agenda

1. About Research Now

2. How technology changes our lives

3. Online advertising market

4. The evolution in online media buying

5. Assessing the Success of Online Campaigns

6. The methodology

7. Case Study: Debenhams

8. Q&A

3

Online Panels. Digital. Mobile. Global leader of digital data collection and online sampling

Largest online panel in the industry

– Over 6.5 million panel members

– Spanning 38 countries

Over 1,200 research professionals dedicated to providing superior client service

25 Offices Worldwide for global excellence and coverage

4 4

Technology continues to change our lives

5

Re-imagination of Connectivity …

Maintenant Avant Then Now

6

Re-imagination of News & Information Flow …

Delayed Dedicated Reporters & Cameramen Regional or National Reach

Real-Time Citizen reporting via Mobile Devices Global Reach

Then Now

7

Re-imaginaton of Files & Folders

Print Copies Storage Cabinets Colour Tabs

Always Synced Always Accessible Multi-Device Searchable Digital Files

Then Now

8

The Evolution of Advertising …

Then Now

9 9

10

Internet marketing currently represents ~25% of all marketing spending and is predicted to reach 50% by 2020

$72.37

$87.27

$102.83

$118.40

$149.18

$163.04

$134.65

2010 2011 2012 2013 2014

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all various formats of advertising on those platforms.

2015 2016

Digital ad spending % of change % of share

17.5%

20.6%

19.8% 21.7%

24.8% 25.9%

23.4%

Digital Ad Spending Worldwide, 2010-2016

Billions,% change and % of total media ad spending

15.2% 17.7% 17.8% 15.1% 10.8% 9.3% 13.7%

Source: eMarketer.com, Jan 2013

Digital to Account for One in Five Ad Dollars

Digital Ad spending in APAC, 2010-2016

Billion U.S. dollars

Ads s

pendin

g in b

illion U

.S.

dollars

11

The Evolution in Online Media Buying

As online media buying continues to evolve, one unchanging factor will always remain – your audience

12 12

Advertisers Publishers Agency

You are buying, selling or finding audiences

We help you to validate your audience & your media buy

13

Cookie data • Exposure • Site • Creative • Frequency ………………………….…….

Survey data

• Attitudes toward the brand (brand impact)

• Brand metrics • Client questions

Panel data • Demographics • Profiling

Millions of panel members: • Global reach • Opted-in • Deep profiling • Higher response rate • Ready to survey

The Methodology

The most comprehensive methodology for audience validation and online campaign evaluation

14

What is the ADimension Advantage?

15

Audience Validation

Validate that you are reaching your target audience and identify other opportunity segments

Thousands of consumer profile variables

Hundreds of B2B attributes

16

Online Campaign Evaluation Validate your audience and evaluate your campaign

What you get

Industry-standard reporting including:

− time & placement

− frequency of exposure

− creative execution

What else?

Socio-demographic data

Psychographic data

Profile data

of each panellist exposed to the campaign

17 17

The Process

1. Creatives are marked with a "tag"

2. Launch the campaign and track every instance where panel members are exposed to it

3. Evaluation of aggregated tracking data

4. Survey is sent out to the panel members (exposed and unexposed groups)

5. Panel members respond to the survey (target group/non-target group)

6. Data evaluation and processing

18 18

ADimension

Research applications

Audience validation

Pre-test and/or post-test (cross-sectional and longitudinal section studies)

Survey of different target group segments

Comparison with non-exposed groups

Website visitation and online behaviour

Brand metrics, including purchase intention, ad recall, brand awareness, etc.

19 19

Debenhams Case Study

20 20

British department store operating in 24 countries, including:

− United Kingdom

− Ireland

− Germany

− India

Turnover: US$ 2,209.8 m

Profit (net): US$ 117.2 m

Mixed distribution:

− Stores

− Online

About Debenhams

Company profile

21 21

Timeline for campaign: 12th – 25th September

TV & online

Branding Campaign: "Life Made Fabulous"

Core target group: Women in the UK,18 to 45 yo

Campaign Objective: Strengthening of the brand to increase sales

Research questions regarding

the advertising campaign

− Does the online advert increase ad recall?

− How does the advert affect attitudes and behaviour?

To what extent did the campaign achieve its objectives?

Debenhams campaign

22 22

Project Specification

Panel: Research Now’s Consumer Panel

Questionnaire: Online questionnaire

The tracking timeline corresponded to that of the campaign

Data collection timeline for online tracking: 12th – 25th September

Data collection timeline for online questionnaire: 3rd -16th October

Exposed group: N = 500, apportioned

Non-exposed group: N = 500, apportioned

Target group: Women in the UK, 18 to 45 yo

Debenhams Campaign Study

23 23

Key findings

69% of women were engaged by the campaign

46% were women in the 18 - 45 age bracket

Average ad exposure: 2.71

Debenhams Campaign Study

24 24

Spontaneous brand recall (unprompted)

Debenhams Campaign Study

20% 21%

17%

8% 7% 7%

0%

5%

10%

15%

20%

25%

Next Debenhams

(EG)

Debenhams

(KG)

New Look H&M John LewisDebenhams (Exp)

Debenhams (non-exp)

25 25

Prompted brand recall

Debenhams Campaign Study

59%

49%

37% 36% 35%

23%

0%

10%

20%

30%

40%

50%

60%

70%

Debenhams

EG (online)

Debenhams

EG (on- &offline)

Debenhams

KG

Next John Lewis Keine der

genanntenDebenhams Exp (online shopper)

Debenhams Exp

(on-& off-line)

Debenhams Non-Exp

None of those

mentioned

John Lewis Next

26 26

Association of brand and campaign slogans

Debenhams Campaign Study

33% 31%

23%

12%

6%

49%

0%

10%

20%

30%

40%

50%

60%

Debenhams

EG (gestützte

Erinnerung)

Debenhams

EG (einfache

Erinnerung)

Debenhams

KG

John Lewis Next Keine der

genannten

“Life Made Fabulous” is associated with the Debenhams brand name

None of those

mentioned

Debenhams Exp (online shopper)

Debenhams Exp

(on-& off-line)

Debenhams Non-Exp

John Lewis Next

27 27

Influence of the campaign on behaviour

Debenhams Campaign Study

32%

21%

11%

8%

8%

2%

41%

Besuchten debenhams.com

Besuchten das Geschäft

Online-Einkauf

Registrierung für E-Mail Newsletter

Anderen über Debenhams erzählt

Folgen Debenhams auf Facebook

Keines der genannten

Survey participants who associated “Life

Is Fabulous” with Debenhams stated that

more frequently they:

visit the store (27%)

shop online (17%)

visit the Debenhams.com website (37%)

Have visited debenhams.com

Have visited stores

Have made purchases online

Have registered for the email newsletter

Have told others about Debenhams

Follow Debenhams on Facebook

None of those mentioned

28 28

Target group W18 - 35

Debenhams Campaign Study

66% have already shopped in-store

84% stated that they also wanted to shop in-store in future

25% have already used Debenhams.com to shop online

57% stated that they will use Debenhams.com to shop online in future

29 29

Target group W25 - 45

Debenhams Campaign Study

60% have already shopped in-store

81% stated that they also wanted to shop in-store in future

25% have already used Debenhams.com to shop online

61% stated that they will use Debenhams.com to shop online in future

30 30

Conclusions of Debenhams Study

Strengthening of the Debenhams Brand

− Unprompted and prompted brand recall was increased by the campaign.

− Online advertising contributed to increased brand recall.

− Clear increase in core target group members, who will visit a store

or the online shop as a result of the campaign.

Did the advert reach the target group?

− In total, 46% of all exposure to adverts was by the core target group.

31 31

Summary

Greater need for advertisers to measure ROI

The wealth of data available can now be combined and understood

Greater accuracy: based on actual online behaviour not only recall

Enhanced insights: online campaign effectiveness measurement opportunities are better than ever

32

James Burge

Luke Biggins

19th February 2013

Q&A

Contact phone: +61 2 9273 7888 [email protected] www.researchnow.com