E Marketer Online Brand Measurement Report

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<ul><li>June 2009 Online Brand Measurement: Connecting the Dots Geoffrey Ramsey, CEO &amp; Co-Founder geoff@emarketer.com Special Report Introduction More Available Online In 2009, US advertisers will spend $4.7 billion on We encourage you to view this special report online display ads, and another $3.1 billion on other at www.emarketer.com/brandmeasurement for branding-oriented ads, including rich media and access to videos, in-depth interviews and full video. But are they getting their moneys worth? survey results (courtesy of InsightExpress). On the Does online brand measurement even work? Do report Website, you can also join the conversation marketers have the metrics they need to connect on this important topic by contributing comments. the dotsboth within online platforms and between online and offline media? Authored by eMarketer CEO and co-founder Geoff Ramsey, this special report addresses these questions and many more. A Look Inside Total Access: This report gives you a sample of the premium content that is exclusive to eMarketer Total Access subscribers. For more information on what Total Access can do for your business, day after day, visit www.emarketer.com, or contact us at 212-763-6010 or 800-405-0844 (toll-free). Digital Intelligence Copyright 2009 eMarketer, Inc. All rights reserved. </li><li>Geoff Ramsey: Why This Report? Measurement means different things to different This report was made possible by contributions from many individuals, who offered their time, expertise and razor-sharp peoplebut most can agree that in business, thinking on an incredibly complicated topic, including many of my measurement is vital to long-term success. hard-working colleagues at eMarketer. In particular, I want to thank senior analyst David Hallerman, who shored up my original draft Ill never forget my first experience with measurement. When I with much-needed improvements; writer/editor Tobi Elkin, who was 12 years old, my family moved to the UK, exposing me to a conducted more than two dozen high-level interviews; and Evelyn new school system and a decidedly different way of measuring Majewski, who analyzed and provided a contextual summary of student performance. Instead of the generalized feedback I was the InsightExpress poll of industry professionals. used to in Michigan, such as needs to try harder, the UK students I am also grateful for the commitment and friendship of the were ranked from 1 through n (where n = however-many- industry leaders who agreed to be interviewed or come into students-were-in-the-class). Granted, it was a blunt measure. And our offices for video sessions. I offer special thanks to David at the end of the first marking period, I was ranked last in every Smith of Mediasmith, a legend in online measurement, who single subject, from Latin to mathematics. Ouch. acted as a sounding board and sanity check for many of my Remarkably, though, this measurement system had a profound points and conclusions. effect on me. I started paying attention in class and generally The process of writing this report was like absorbing the worked like a dog. By the end of the last marking period, my rank collective consciousness of the online ad industry, and it had elevated to No. 1 or No. 2 in each class. convinced me to change my views on a number of key issues. I Could the online advertising industry benefit from a similar hope it opens your mind to some new ideas and provides a forum transformation if better brand measurement systems were put in for the industry to move forward on this important subject of place? Does the industry have the right metrics to be able to online brand measurement. connect the dotsboth within online platforms and between online Please take the time to share your comments and thoughts. and offline media? Thats what this report was designed to uncover. Collectively, we can begin to connect the dotsand maybe we Online brand measurement has been on my mind for some time can move to an 8 or 9 out of 10 sooner rather than later. now. After moderating industry panels with session titles such as Geoffrey Ramsey Fixing the Measurement Mess or Is Data Friend or Enemy? it CEO, Co-Founder, eMarketer became clear that we had some major challenges to overcome. That feeling was confirmed when eMarketer commissioned InsightExpress to conduct a poll of industry stakeholders. On a scale of 1 (were still in the Dark Ages) to 10 (weve got this all figured out), a majority (51%) rated the current state of online brand measurement at 5 or below. Ouch again. Online Brand Measurement: Special Report 2 </li><li>Letter from Our Sponsor, Datran Media When I first heard that eMarketer was publishing Unfortunately the industry is still stuck in a rut over counting methodologies. Yet at the end of the day, the only figures that a study dedicated to online measurement, I got typically matter come from an advertisers third party ad server, as excited, because I felt that the timing couldnt this is what determines the money actually spent on advertising. be any better. Until the debate switches from unique user counting to the accuracy and quality of data about the individuals exposed to and We are witnessing a very interesting period in the industry where interacting with the ad campaign, we will be holding back the advertisers are no longer simply buying media on Web sites to potential of the industry. Not to say that the number of monthly reach a particular audience, but instead are actually targeting visitors isnt at all relevant to publishers or advertisers, but lets put users. The explosion of exchanges and behavioral data targeting that challenge into perspective and focus resources on moving has suddenly made the term remnant important and sexy. Lets the market forward with the type of audience measurement that face it, this is not a just a trend, but rather a clear movement todays marketer truly needs. towards leveraging the plethora of data that differentiates the I trust that this timely report will give us all a lot of food for thought Internet from any other form of media. Even when advertisers buy and we are delighted to be sponsoring it. No one knows exactly from an individual site, they are now expecting to target specific what measurement will consist of in five years, but I guarantee it users with relevant demographics or behavior. Although this will evolve greatly from what exists today. This study should appears to be a subtle switch, it actually has a profound effect on provide us with not only the current challenges, but also a hint of the industry, especially when it comes to measurement. Think things to come. Enjoy the report and let the debates begin! about it. The measurement tools that exist on the Web today were created to address the desire to determine the most popular sites Sincerely, by attempting to count the number of unique visits to individual Scott C. Knoll sites on a monthly basis. These tools were not really developed to SVP Display and GM Aperture Product Group, Datran Media provide valid insights into the user behind the browser. Perhaps in the early days of the Internet when people were focused on buying homepages or sponsorships, knowing the most popular sports-related Web site was actually relevant. But let me ask you a question, if you are only buying four million unique impressions, does it really matter whether the site reaches 20 or 30 million visitors a month? Although instinctively most of us want to say yes, chances are the answer is no. Advertisers should be shifting from asking what site is the most popular to wondering who specifically am I reaching?, is this who I am intending to reach? and what is the impact on my brand? Online Brand Measurement: Special Report 3 </li><li>ADVERTISEMENT Verified consumer data is the key to accurate reporting What are Analytics Really Current methodologies are outdated Telling You about Your Audience Most research sample sizes are statistically insignificant Audiences need to be measured at the campaign and creative level, not just site level Advertisers and marketers have long searched, with mixed results, for proof that their campaigns are e ective. For the interactive industry, integrity in audience measurement is a fundamental necessity. After all, accurate reporting and transpar- ency is critical when planning future media buys, segmenting audiences, and optimizing marketing mixes. 19,312,785 41,228 2, impressions clicks conv How crucial do you feel analytics can be in dictating future ad campaigns? (% of respondents) INFLUENCE (share of impressions) DEMOGRAPHICS FINANCE HOUS College Grad $250k (Net Worth) 1-2 36-45 yrs (Adult Age) Bank Card 1 Females 35-44 yrs $100k (Income) Very 69.2% Males 35-44 yrs pressions indexed to internet Somewhat 30% Not at All .8% Source: Datran Media, Third Annual Marketing &amp; Media Survey, January 2009 Adult Age (all) Sampling Percent 62% The methodologies that most media is measured by today are 86-99 yrs over 70 years old! Panel-based research was initially developed to 76-85 yrs help radio advertisers understand how many listeners were 66-75 yrs exposed to their campaign. Ironically, not much has changed in the world of media measurement. Although in recent years, 56-65 yrs ISP-based measurement has made some attempts to improve the 46-55 yrs way audiences are quanti ed. 36-45 yrs Clearly, online advertisers need deeper insights into who they're Aperture measures 26-35 yrs reaching. In todays competitive atmosphere, where targeting household- level 18-25 yrs very speci c audiences is increasingly important, the old-world demographics across the entire 0 2 4 6 8 10 12 14 16 18 20 media chain from impressions methodologies are becoming less relevant. to clicks to conversions. Do you currently leverage audience analytics? (% of respondents) Aperture answers the questions every digital marketer is asking: Yes...</li></ul>