Post on 20-Jan-2015
description
transcript
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 DigitalAPAC@researchnow.com www.researchnow.com