Title
How Brands can use audience data to increase ROI
Presented to DigitOctober 2013
Launched in 32 countries, served over 2,000 Publishers, Ad Networks, Media Agencies, Advertisers, Researchers
Multi National Advertisers & Agencies
Local Journalism & Content
2
EM gives you the permission to share this document
offering behavioural, contextual, demographic and psychographic attributes from over 850 million profiles
33 million profiles in the rest of the World
3
EM gives you the permission to share this document
And heres what we know about Pakistan
September 2013 EM Dashboard for Pakistan
16.4 million unique browsers
4
79.6 million sessions
245 million pageviews
1.45 average page duration
5.24 average visit duration
3.08 average pageviews per session
EM gives you the permission to share this document
And heres what we know about Pakistan
September 2013 EM Dashboard for Pakistan
5
EM gives you the permission to share this document
And heres what we know about Pakistan
September 2013 EM Dashboard for Pakistan
6
EM gives you the permission to share this document
What is advertising?
In essence, reaching an audience with a pervasive message to achieve certain goals
The basic principles remain the same whether it is online or offlineIn order to achieve your marketing goals you need reliable dataThis data tells you where best to reach your intended audiences
Nothing new about this
But it is new to online in Pakistan
EM gives you the permission to share this document
Brands need an open data platform to account for all online consumer behaviour.
Access Location
Page & Ad Tags
Community Online Panels
Online Surveys
Which facilitates a simple, single view of the market, pre and post buy, fuelling growth in online advertising.
Device Type
Interests & Behaviours
Purchase Intent
360 view of the consumer
Demographics
8
EM gives you the permission to share this document
In a single dashboard, we aggregate all the data your brand needs to better understand your digital audiences
9
EM gives you the permission to share this document
The data enables you to view the total market
10
EM gives you the permission to share this document
The data enables you to inspect an audience at a publication level
11
EM gives you the permission to share this document
12
EM gives you the permission to share this document
13
EM gives you the permission to share this document
14
EM gives you the permission to share this document
The data allows your marketing teams and agency to plan and target your ideal digital consumers
15
EM gives you the permission to share this document
The data allows you to see whos browsing your own site
16
EM gives you the permission to share this document
Using the same data to also view those who engage with your digital destinationsunderstand who they are
17
Air Asia
EM gives you the permission to share this document
The data enables you to understand campaign success
18
EM gives you the permission to share this document
by measuring your Campaigns reach to your desired Target Market in familiar termsGross Ratings Points
Reach
Frequency
Digital GRP(Gross Rating Points)
X
=
0%Reach
100%Reach
Your ad was exposed to 65%of your target market
How many times was the ad seen?
1, 2, 3,
4
260
19
EM gives you the permission to share this document
Validating and benchmarking your Campaigns Impact is crucial to showcasing the power of digital
Campaign Impact presents the differences of those who saw my campaign and those that did not
What did those who did see the campaign have to say?
What did those who did not see the campaign have to say?
NOT EXPOSED
EXPOSED
Please note: Campaign Impact reports are based on having 150 people exposed in the target market and 150 people who have not been exposed in the target-market.
20
EM gives you the permission to share this document
by Demonstrating cut through and continual positive shifts, Campaign to Campaign, Brand to Brand.
What did the ad convey about the product?
Will you buy/recommend?
Are you currently using a this product or a similar product?
Have you seen the ad?
RecallFamiliarityRecommendationConsiderationSocial LiftBrand Health
21
EM gives you the permission to share this document
while demonstrating Campaign cut through and positive shifts for each and every campaign
22
Credit Card
EM gives you the permission to share this document
In Summary, the data provides
Is the most comprehensive planning tool to help you find your consumers online.
1
With rich data to help you know who is engaging with yours and your competitors Digital Destinations.
2
Coupled with Campaign Validation to a Target Market and reports in familiar Terms, Digital GRP.
3
Linked to Campaign research to help Showcase the Power of Digital at shifting sentiment and behaviour.
4
23
EM gives you the permission to share this document
Thank you
For using Effective Measure Data in the future!