Improving & Measuring Online Advertising

John FergusonAssociate Client Development Director

March 15th, 2012

2© 2012 Research Now

Today’s Agenda

About Research Now The online landscape Current measurement methods Case Studies

River Island Debenhams

The future Q&A

3© 2012 Research Now

About Research Now

Research Now: the largest online panel provider globally

Digital Data Collection Experts either passively or overtly

6.5+ million opted-in panellists globally

38 country panels around the World

5,000+ clients throughout Europe, the Americas and Asia-Pacific

4

The Online Landscape

© 2012 Research Now

5© 2012 Research Now

Online Advertising is now a £4 billion industry in the UK

With over a quarter of all ad-spend in the digital medium, and growing, advertisers need to accurately measure ROI

6

Current Measurement Methods

© 2012 Research Now

7© 2012 Research Now

Current methods for online ad tracking

Traditional ad measurement tools incorporate basic Web analytics to create top-line reach and frequency of exposed audiences.

Focused on audience delivery and not ad effectiveness

More advanced methods try to measure ad effectiveness through surveys…

8© 2012 Research Now

However, IAB comments pop-up surveys as flawed

Feature Pop Ups

Healthy response rates OMeasures delayed effect of Ad O

Representative sample ODemographic profiling added to data O

Original, pre-Panel survey based solution

Pop-ups are the most common methodology so should be sound?

9© 2012 Research Now

Panel Ad Tracking

Need a large fully opted-in cookied panels

An EU Directive will be implemented in June, which will require opt-in for cookie tracking.

10© 2012 Research Now

ADimension: Gaining the whole picture

Combining Audience Measurement with Opt-in Panels

11© 2012 Research Now

How it works

Research Now panellists have opted-in to be tracked on their exposure to ad campaigns.

We embed tags in your online creative to capture campaign details

Step 1

Step 2

12© 2012 Research Now

Every time a panellist is exposed to your ad, we log it.

We add rich demographic and profiling data from exposed panellists

How it works

Step 3

Step 4

13© 2012 Research Now

Tailored surveys are sent to exposed and unexposed panellists

Combined data sets are delivered for you to power insights

How it works

Step 5

Step 6

14

Case Studies

© 2012 Research Now

River Island & Debenhams

River Island

Study Objectives

What is the impact of frequency of exposure?

Are we reaching the right audience?

Results ...

0 2 4 6 8 10 126%

8%

10%

12%

14%

16% Ad Recall

Average among exposed

Average among control

# of Ad Impressions

% R

eca

ll S

ee

ing

th

e O

nli

ne

Ad

Reassuringly, more online advertising = more ad recall

Line estimated from exposed and non-exposed respondents, n=1,062Slope estimation significant at 95% confidence level

We reached (mostly) the right people

Female

Male

71%

29%

65+

55-64

45-54

35-44

25-34

18-24

0-17

4%

10%

16%

19%

25%

24%

2%

A

B

C1

C2

D

E

F

None / not

speci-fied

7%

20%

33%

15%

8%

11%

0%

6%

Debenhams

Study Objectives

What was the impact on brand awareness?

Did the campaign messaging work?

Were opinion and behaviour influenced?

Results ...

19

Debenhams

Spontaneous awareness

© 2012 Research Now

Ma

rks

& S

pe

nce

r

Ne

xt

De

be

nh

am

s

Ne

w L

oo

k

H&

M

Joh

n L

ew

is

Te

sco

Asd

a

40%

20%17%

8% 7% 7% 6% 5%

% increase - Control vs Exposed 21.2%

20

“Life made fabulous”

Targeted Placements

© 2012 Research Now

21

Debenhams

Post exposure behaviour

© 2012 Research Now

None of the above

Followed Debenhams on Facebook

Purchased from Debenhams.com

Told someone else about Debenhams

Signed up for Debenhams emails

Made a purchase in store

Visited a store

Visited Debenhams.com

41%

2%

6%

8%

8%

11%

21%

32%

22

Debenhams

Exposed women 25 - 45

© 2012 Research Now

25% already shop at Debenhams.com

61% now likely shop at Debenhams.com

60% already shop in store

81% now likely to shop in store

23

The future

© 2012 Research Now

24© 2012 Research Now

What’s Next?

Big data is here to stay. However it’s about how you analyse it

Tools are evolving: how do we converge these?

360° analysis of ad effectiveness

Mobile

Meter downloads (with consent)

Web listening and tracking

We have an exciting future!

Questions?

25© 2012 Research Now

John FergusonAssociate Client Development Director (Ad and Media)

tel. 020 7921 2400email: jferguson@researchnow.com