gemius - danone

How publishers can increase brand awareness of ads? We support knowledge-driven business decisions.com

www.gemius.com

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Client

• For Delfi.lt, the number 1 publisher in Lithuania, the only way to increase the advertising budgets was by attracting brand advertisers to go online and shift away from TV and other media.

• Advertisers like Danone were sometimes anxious to use the web for brand building because such type of campaigns need to provide a justifiable brand impact on a particular target group.

• The general problem with display advertisement is banner blindness, when users who have seen an advertisement do not recall it later. This majority believe that the advertised products are not relevant for them.

• The primary cause is the clutter of various advertisements and scattered content which doesn’t provide context relevance.

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Business challenge

How to increase brand awareness of ads? • In order to increase the brand awareness of ads,

Delfi.lt had to come up with something original that reduces the clutter and provides the relevance.

• Delfi.lt knew that qualitative content will attract the audience of the Danone target group, but contextual targeting of banners might not just be enough.

• In addition, it was necessary to validate social demographical data of audience that is interested in particular topic.

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Solution

Delfi.lt idea was to create short projects dedicated to specific topics that can be sold to one or more particular advertisers. The model is very similar to what brand advertisers are used to be getting with sponsored TV programs. The main point is to do precise segmentation of a socio-demographic group and gain their exclusive attention.

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After consultation with Danone, a dedicated section about healthy lifestyle

was made under the folder “Life” (“Gyvenimas”). Danone owned full

advertising space of Delfi.lt newly created project section “Keep the beat“

(“Išlaikyk ritmą”).

The objective was to populate this section with original non-sponsored content by journalists and quickly boost the traffic by self-promotional activities:

• announcement posts on webpage and social media, • featured article block on first page, • top suggested links in folder “Life”,

• banner campaigns targeting relevant audience across Delfi.lt group properties.

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Solution – gemiusDirectEffect

gemiusDirectEffect was used to analyze the socio-demographic profile of website audience. gemiusDirectEffect is campaign monitoring tool which facilitates ad serving and analyzing of the effectiveness in real-time.

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The self-promotional activities resulted in attracting new users to the ”Keep the beat“ section.

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Social demographical profile

As soon as the section was published,

it became important to monitor the

social demographical parameters of

its audience. Due to such short life of

the website, the gemiusDirectEffect

measurement was used. Two hours

after the tracking codes were

implemented, gemiusDirectEffect

provided the results of Real Users

and their socio-demographic split.

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At the begining, Danone target group affinity results were modest and

journalists were in need to improve the available content by adjusting the

writing style. Therefore, Delfi.lt analyzed the soc-dem segmentation of clicks

on particular articles to find out what Danone target group loves. This also

helped to improve the self-promotional activites according to what drives the

specific target audience best.

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Synergy effect

Delfi's know-how together with the

gemiusDirectEffect measurement

brought an impressive Danone target

audience presence on the ”Keep the

beat“ section.

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Ad space next to such content was exclusively filled with Danone ads. Not only the content solution, but also the audience oriented business conditions were highly apreciated by the advertiser. Delfi.lt estimated a possible number of Real Users they could reach from among the Danone target group. It was an indicatator of success, not a commitment undertaken. However, with the help of self-promotional acitivities, Delfi.lt made it achievable.

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Price factors

Length of the section project with Danone

banners (~6 weeks, from 2013-07-26 to 2013-09-05)

Topic of content (health articles, non-standard

price)

Number of articles ( 31 ) within period of campaign

Self-promotional activities integrating the Danone logo

(banners, social media)

Success Formula = quality content + advertisement aimed to attract target audience

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Lessons learned - Advertiser results

To achieve the assumed campaign

quantitative results, Activia campaign was

run also outside of „Keep the rhythm“

section.

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It took less than 6 weeks for Danone

Activia banners to reach the campaign

quantitative goal of 600 000 Real Users.

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After the campaign’s completion, the section “Keep the beat “ was available

to users for an extra month without advertisement.

To provide the number of total impressions and clicks (events) within target

group, the gemiusProfileEffect report was generated.

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• To measure the effect on Danone brand Delfi.lt conducted

gemiusBrandingEffect research. Users were surveyed

during the Danone campaign period (19.08.2013 –

05.09.2013).

• The control – exposed method was used. It distiguishes

the users that were and were not in contact with Danone

campaign in “Keep the rhythm” section.

• Only target group 25-55 y.o. was taken into account and

the comparison between male and female responses.

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gemiusBrandingEffect proved such

campaign impacts, analyzed by

statistical significance tests:

• Brand awareness and purchase

habits

• Ad recall and evaluation

• Brand evaluation and purchase

intent

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Brand evaluation

Which of the following statements do you associate with drinkable Activia yogurt? (Scale of 1-4)

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Not only was the exposed group better disposed towards the page, they also had a higher opinion of the brand, with significant increases in 9/10 attitudes. While most campaigns struggle to achieve any impact on attitudes, Activia made gains on almost all measured attitudes.


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Danone historically has been a TV advertiser, thus exploring new media fields is always challenged by accountability and traceability of the respective medium – what results will it generate/ can we measure against KPIs established, etc.? The campaign proved to be an example of how integrated content + display branding mix online can build on brand equity, raise awareness of the product, as well as can be easily measured in real-time and adjusted to reach the campaign goals.

Gunta Jurca, Senior Brand Manager at Danone Baltics

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With this campaign we have truly tapped into the potential of online media: measurability and adaptations. With the help of Gemius we managed to track campaign effects on Activia brand KPI and with the help of Delfi we were able to adapt our actions accordingly.

Linas Paulikas, Business Development Director at Mindshare

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Besides Danone, Delfi.lt has attracted many other TV advertisers that previously were not spending big budget shares on the internet. In the last 12 months, there have been over 40 such content projects carried out successfully. All their soc-dem results were monitored with gemiusDirectEffect.

The importance of projects is continuously growing. In the beginning of 2013, such projects accounted for 2-3% of Delfi.lt overall financial results and in Q4, it accounted already for 10% of Delfi.lt's monthly revenue.

Delfi.lt team believes that the future of internet advertising is about accurate targeting and selective audience projects that are focused on improving qualitative brand parameters.

Lessons learned - Publisher results

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Delfi has always been working on increasing engagement of our audience and we decided to put that know-how into perspective of advertising. Advanced solutions provided by Gemius helped us to attract big TV brands, such as Danone. We were offered the ability to monitor and influence the project's socio-demographic profiles in real-time and thus increase the effectiveness of it together with client's campaign. This project was very well received by its target audience and gemiusBrandingEffect research has shown that it had a tremendous positive effect on perception of the brand. Therefore, we believe that projects directed to a selective audience are the innovative and efficient way to advertise on the Internet.

Vytautas Benokraitis, Head of Sales at Delfi.lt

Thank you!

Gemius SA 18 B Postępu Street

02-676 Warsaw

International Sales Department [email protected]

www.gemius.com

gemius - danone

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