yes_sir_no_sir

8/9/2019 yes_sir_no_sir

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Dynamic Logic & DLKW Copyright 2001

Does Online AdvertisingBuild Brands?


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Background

Clickthrough rates are seen by many advertisers as the keysuccess metric for online campaigns

With clickthrough rates declining, advertisers are questioningthe brand building value of internet advertising

eBrands@DLKW and Dynamic Logic have set out to provideunequivocal proof that online advertising builds brands


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How Did We Go About It?

Create a new brand

Launch it with online ads exclusively

Measure the impact on:- Brand Awareness

- Message Association


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It Worked!

4%

11%

19%

0%

2%

4%

6%

8%

10%12%

14%

16%

18%

20%

Control All Respondents

Exposed

Target Audience

Age 18-49 HHI

75K+

428%change inin Brand

Awarenessbetween

thoseunexposed(control)and thetargetaudiencewho wereexposed tothe ads


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YesSirNoSir is a personal concierge service created byeBrands@DLKW

A campaign was created to build awareness and generate trial

we do things so you dont have to

Inventory was donated by:

www.ivillage.co.uk

DynamicLogics AdIndex was used to measure the brandingimpact of the online advertising campaign


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Campaign Details

The campaign launched on May 1, 2001 and ran for 6 weeks

Multiple formats and multiple copies were run

A total of 1.5 million impressions were served The campaign generated a 0.4% CTR and more than 534

highly qualified leads (534 people registered atwww.yessirnosir.net)


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Sample of the Creative Units

The creatives used in the campaign included animatedstandard size banners, skyscrapers and buttons

iVillage used a standard banner and button

The campaign was ROS on iVillage


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AdIndex Methodology

AdIndex uses a control-exposed methodology that measures thebranding value of online ad campaigns as they run across a site or set ofsites. The two groups below are simultaneously sampled and theirresponses compared.

Yes

Since the onlystatisticaldifference

between groupsA and B is thepresence of thecreative, we canattribute the liftto the creative

Exposed*

Control*

Didtheyseethe

mpaign?

Yes

No

Both groups aresurveyed abouttheir attitudes

toward thebrand in the

creative at theSAME time

Dotheresultsindicatea

difference?


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Recruiting Methodology - Exposed

Popup invitinguser toparticipate inour survey


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Overall Campaign Results

Both test and control groups were favourable to the brand/concept

Awareness jumped from 4% (noise) among the non exposed groupto 11% among the exposed group - a lift of175%

Those exposed to the messages were also able to link the messages

to the brand Lift/Impact = (Exposed-Control)/Control

Exposed Control Difference Lift

Brand Awareness 11% 4% +7% 175%*

Brand Favorability 51% 50% +1% 2%Purchase Intent 40% 40% 0% 1%

Message Association 20% 15% +5% 34%*

SampleSize 473 200

*Statistically significant difference between control and exposed group at a 90% confidence level


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Brand Awareness by Demographic

4%11%

4%

19%

3%

5%

5%

26%

0 5 10 15 20 25 30

All Respondents

Age 18-49 HHI

75K+

Women 18-49HHI 75+

Men 18-49 HHI

75K+

Exposed

Control

429%

66%

428%

175%


High liftamongstaffluentyoung tomiddle agedmen


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Message Association by Demographics

15

20

16

22

20

17

15

24

0 5 10 15 20 25

ll

son

n

s

1849


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Brand Awareness by Frequency

4%

10%

14%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Control Exposed 1-3x Exposed 3x+

72% Lift*

95% Lift*


Exposingconsumersto the adsthree timesor moreoptimisedthe impactof thebrand


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Conclusions

Online advertising builds brands!

This campaign was able to increase Brand Awareness forYesSirNoSir, a fictitious brand, from virtually 0 to 11% in just 6weeks

Click-Through alone sells online advertising short - way short!

Brand Awareness 175%

Message Association 34%


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Conclusions

Among the primary target audience of professionals aged 18-49,Brand Awareness lift was 428%

Among affluent men in this group, the lift in Brand Awareness isan impressive 429%*

Outside the target, Brand Awareness increased 140%*and MessageAssociation 65%*among women aged 18-49 earning less than40,000. This suggests that the product advertised had broaderappeal



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Conclusions

Strong relationship between frequency of exposure and brandmetrics

Brand Awareness shows a significant lift of95%*for thoseexposed 3 or more times to an ad

Message Association is also influenced by the frequency of ads.Those who were exposed more than 3 times showed a lift of44%*

The message, we do things, so you dont have to, resonates more,in general, with men

Skyscrapers proved to be more effective than standard banners



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Definition of AdIndex Metrics

Brand wareness - Measures the level of familiarityrespondents have with the YesSirNoSir brand

Brand Favourability - Measures the extent to which

respondents have a positive or favourable opinion of theYesSirNoSir brand

Purchase ntent - Measures the likelihood of respondents tosubscribe to theYesSirNoSirservice in the future

Message ssociation - Measures the extent to whichrespondents can match the copy or messages in the creativeto the YesSirNoSir brand


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Contacts

Simon Andrews

eBrands@DLKW

+44 207 438 4176

[email protected]

Bob Ivins

Dynamic Logic (Europe)

+44 208 433 [email protected]

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