online advertising and branding effectiveness © Оснат Зарецки #digibrand

1© comScore, Inc. Proprietary and Confidential.

Оснат Зарецки

Старший Менеджер по развитию, comScore Europe

Online Advertising and Branding EffectivenessLessons from USA and Europe


KEY LESSONS LEARNED

CLICKS are misleading brands.

DIGITAL vs. TV – online campaigns can complement/replace TV for Brands.

CREATIVE ONLINE is critical, as with TV, to building brands and lifting online and offline sales.

CONTENT ENGAGEMENT can amplify the effect of an ad placed within the content.

NOT ALL MEDIA-PLACEMENT STRATEGIES are created equal – facts before hunches.


comScore


comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1600+ worldwide

Employees 900+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;43 markets reported

Local Presence 30+ locations in 21 countries

V0910


Agencies

Among our European clients


Инновационный подход comScore к измерению

Счетчики на страницах сайта

Unified Digital Measurement™ (UDM)Patent-Pending Methodology

ПАНЕЛЬ

2 миллиона панелистов в мире 360°видимость поведения

пользователей

PERSON-Centric панель с

SITE-Census измерением



- Natural born clickers


Where are the online advertising $$$ coming from?

The internet is disproportionately used for direct response advertisingThe internet is disproportionately used for direct response advertising

Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC, and DMA


Display advertising’s early mistake


84%

8%

52%

15%

4%

26%

18%

4%22%

67%

% Internet Pop % of Clickers % of Clicks

68%

16%

51%

20%

10%

31%

30%

6%18%

50%

% Internet Pop % of Clickers % of Clicks

HeavyHeavy ModerateModerate LightLight NonNon

July 2007July 2007 March 2009March 2009

Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periodsSource: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods

Clickers becoming extinct in USA?

Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks

Heavy and Moderate clickers are only 8% of the internet population but account for 85% of all clicks


And the Russian clickers?

Source: comScore Marketing Solutions, Russia, August 2010

Only 10% of the Russian online population click on Display ads!Only 10% of the Russian online population click on Display ads!


But Digital Advertising Has Been Proven to Work!Branding Impact Significant

Source: comScore Brand Survey Lift Norms, US Market January 2011


Can it Increase Consumer Engagement: Yes!

Source: comScore “Whither the click in Europe?” – February 2010


DIGITAL vs. TV

– online campaigns can complement or replace TV for Brands.


Does it Drive Sales: Yes

Source: “Whither the Click?” 139 comScore studies in the June 2009 Journal of Advertising Research


Sales Impact Comparable to TV

BehaviorScan tests conducted over one year period comScore studies over three months*

*Assumes 40% HH Internet reach against target.


CREATIVE ONLINE

- Is critical, as with TV, to building brands and lifting online and offline sales.


Traditional Television Advertising Development Process

Identify Target

AudienceStrategy Creative Media Plan

In Market Testing

Post Campaign Evaluation

Source: AMA Market Research Conference Presentation (2010)Measuring the Effectiveness of Online Advertising Todd Curtis, Senior Consumer Insights Manager, Digital and Applied Analytics for Marketing Effectiveness, General Mills

Pre-Testing of Creative Strategy

& Campaign Execution


Digital Advertising Development Process

Identify Target

AudienceStrategy Creative Media Plan

In Market Testing

Post Campaign Evaluation

Source: AMA Market Research Conference Presentation (2010)Measuring the Effectiveness of Online Advertising Todd Curtis, Senior Consumer Insights Manager, Digital and Applied Analytics for Marketing Effectiveness, General Mills

Pre-Testing of Creative Strategy

& Campaign Execution


Over Half of the Impact of Advertising is Driven by the Strength of Creative

comScore ARS Global Validation Summary includes an evaluation of 396 TV ad campaigns, utilizing sales data from R. L. Polk New Vehicle Registration, IMS HEALTH, IRI InfoScan, Markettrack, Nielsen SCANTRACK or Nielsen Retail Index.

% Influence on Shifts in Brand SalesSource: comScore ARS Global Validation Summary

Numbers represent the percent variance in sales shifts explained by the corresponding factors.

Elements such as GRPs, wearout & continuity/

flighting of airing

Quality of the creative based on ARS Persuasion Score*

Price, promotion and distribution

Ad Quality

52%

Other

35%

Media Plan

13%

Creative is 4X more impactful in influencing sales than the media plan


The future of advertising revealing itself

Rich media and takeovers - on premium publisher sites reduce clutter and increase creative quality – better for brand advertising.

AT&T on last.fm TakeoverApple on New York Times Takeover


CONTENT ENGAGEMENT

- Can amplify the effect of an ad placed within the content.


Engaging content has a greater impact on older consumers

Source: comScore ARS Custom Analysis, October 2010

*ARS Consumer Choice Score measures changes in consumer brand preference through a simulated purchase exercise. A lift in the ARS Consumer Choice Score is highly correlated with in-market sales lifts.


NOT ALL MEDIA-PLACEMENT STRATEGIES

are created equal – facts before hunches.


Ad Effectiveness Solutions

Post Buy AnalysisReporting on actual campaign delivery

Visitor Penetration (% Visiting Site)

15.0%

24.6%

12.3%

37.1%

18.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Pre-CampaignPeriod

CampaignPeriod

Post-Campaign

Period

Control Test

201%

Behavioural EffectivenessMeasuring consumer

behaviour after exposure to online ads

Attitudinal EffectivenessUnderstanding consumer attitudes after exposure

to online ads


SELECT MEDIA-PLACEMENT STRATEGIES – 103 campaigns

AUDIENCE TARGETING: Targets consumers based on past interest or interaction with related products/content but who have not yet visited the advertiser’s site

CONTEXTUAL TARGETING: Targets sites with related, page-level content

EFFICIENCY PRICING (CPC): Based on cost-per-click engagement with creative

PREMIUM PRICING: Based on high-visibility placements on premium publishers

RETARGETING: Based on data that confirms users have previously visited an advertiser’s site

RUN-OF-NETWORK (RON): Includes ads that appear anywhere in the network, often optimized by conversion


How Does Each Placement Strategy Drive Site Visitation?

Highest % Lift in visitation

Within 1 week

1. Retargeting*

2. Audience

3. Efficiency*

4. RON*

5. Contextual

6. Premium

Within 4 weeks

ValueClick Media by identifying the 103 campaigns in the comScore panel. US only

1. Retargeting*

2. Audience

3. Contextual

4. Premium

5. RON*

6. Efficiency*

*indicates strategy that is based on optimizing to site visitation*indicates strategy that is based on optimizing to site visitation


Analysis of Airline Non-Buyers (VNBs)Analysis of Airline Non-Buyers (VNBs) Transaction Share of Lost Sales Among VNBs

Transaction Share of Lost Sales Among VNBs

7.6% Bought at easyJet

92% Became Visitor Non-

Buyers (VNBs)

87%That Visit Another Relevant

Site

88%Did Not Convert

12% Bought

Elsewhere

4.1Million Unique Visitors

13% Had No Other

Relevant Activity

Visitor Non-Buyer Analysis

ILLUSTRATIVE DATA ONLY


Example of advertising effectiveness UK - The .Fox Ad Studies

CampaignOverall

Campaign Reach

Average Frequency of

Exposure

Online Gross Rating Points

(GRPs)

Formats Used

Finance 8.2MM (23%) 3.5 82 Only Video

Travel 26.4MM (72%) 5.6 405 Display

Public Sector 22.8MM (62%) 6.5 403 Display +

Video

Utilities 16.9MM (46%) 6.0 276 Display

Reach & Frequency Information by Campaign


Overall Campaign Summary

SectorUnexposed

GroupExposed Group

Absolute Percentage Point Lift

% Lift

Finance 1.98% 5.47% 3.49 176%

Travel 0.33% 4.88% 4.55 1,379%

Public Sector 0.19% 1.05% 0.86 453%

Utilities 0.05% 0.55% 0.50 1,000%

SectorUnexposed

GroupExposed Group

Absolute Percentage Point Lift

% Lift

Finance 3.97% 7.43% 3.46 87%

Travel 0.20% 2.40% 2.20 1,100%

Public Sector 1.97% 3.50% 1.53 78%

Utilities 1.07% 2.55% 1.48 138%

Advertiser site reach within 4 weeks of first exposure to display ad

Reach of advertiser search queries within 4 weeks of first exposure to display ad


KEY LESSONS LEARNED


DIGITAL vs. TV – online campaigns can complement/replace TV for Brands.

CREATIVE ONLINE is critical, as with TV, to building brands and lifting online and offline sales.

CONTENT ENGAGEMENT can amplify the effect of an ad placed within the content.

NOT ALL MEDIA-PLACEMENT STRATEGIES are created equal – facts before hunches.

Thank You.

Osnat Zaretsky

Twitter - @Osnatz [email protected]

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

online advertising and branding effectiveness © Оснат Зарецки #digibrand

Documents

market share

creative

quality

account

campaign

factors

wearout

airing