improving online campaign effectiveness in a fragmented digital world
DESCRIPTION
Presentation by: Maria Domoslawska, Research Now and John Kitchen, Intuitive Business IntelligenceTRANSCRIPT
ADimension®
Improving Online Campaign Effectiveness in a Fragmented Digital World
John Kitchen, President US, Intuitive Business Intelligence
Maria Domoslawska, VP of Global Digital Strategy
2 © 2012 Research Now
Today’s Agenda
5 digital trends that are shaping the digital landscape
Online ad measurement & IAB best practices
How Research Now connects with consumers
ADimension® Dashboard
3 © 2012 Research Now
Trend Consumer Behaviors & the Social Media Connection
1
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The world has changed
If printed, the stack
would be as tall as
80 Eiffel Towers
That’s 98 years of
non-stop cat videos
A day in the Internet
Social Connection Revolution
Source: Created by MBAonline.com
5 © 2012 Research Now
People are in control
Source: The Sunday Times, February 13, 2011
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Source: Time Magazine, December 26, 2011
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Trend Globalization
2
10 © 2012 Research Now Source: Mary Meeker Web 2.0 October 2011
Top 10 Internet Properties
81% of unique users are outside USA
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Trend Media Ad Spend vs. Media Consumption
3
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Total Ad Spend for 2012 is predicted to reach $489 billion
source: Advertising Age and eMarketer Jan 2012- ad spend numbers
“U.S. online ad
spending is expected
to grow to $39.5
billion this year.”
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However, the Media Time Spent vs. Ad Spend are still out of whack
Source: Mary Meeker Web 2.0 October 2011
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Trend Online Advertising Trends
4
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Digital media continue to grow users and opportunities to connect
Effectiveness of the consumer centric platforms
source: Forrester Research Interactive Marketing Forecasts, 2011 To 2016 (US)
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Media and audience fragmentation
Continues to challenge marketers
Source: Luma Partners LLC
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Twitter followers
How do you find your audience?
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Trend Measurement &
Analytics
5
From Fragmentation to Integration
19
The world’s information is doubling every two years. In 2011 the world created a staggering 1.8 zettabytes.
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“Society has reached a pivotal point requiring us to make decisions faster, and do it better and more effectively.”*
*Malcolm Gladwell
The Tipping Point & Blink
20 © 2010 Research Now
Analytic tools changing to keep pace with the changes in marketing velocity
• Online media moves at speed of light
• Decisions need to be made quickly
• Old style analytic tools not flexible enough
• Rise of self service analytics
• Rise of visual tools – see trends, drill down
• 73% of employees at large companies using complex BI
solutions have no idea what they’re looking at (Forrester
study).
• Expectation of clients to see near real time analytics over Web
Online Measurement & IAB Best Practices
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Online effectiveness methodologies are also affected by the consumer revolution
1. Intercepts
2. Panel cookies
Ad Campaign
river recruitment
opt-in recruitment
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Best Practices from
On Online Ad Effectiveness Research
Live intercepts Falling increasingly into disfavor
due to:
• Lower response rate –
consumers don’t want to be
interrupted anymore
• Greater site clutter
• Misalignments between
campaign delivery and
sample
Source: IAB: Best Practices for Conducting Online Ad Effectiveness Research, June 2011
Panels opt-in Audience centric can solve for
some of the methodological
deficiencies of intercept studies but:
• Need to be properly validated
to meet the campaign
feasibility requirements
• Single source for multi-media
measurement
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We asked our clients why they work with us?
“We recommend Panel over intercept for
both philosophical and logistical reasons:
Paul Zeman
SVP, General Manager
Philosophical: the panel method is more
"real world" respondents
are surveyed separately
from the ad viewing
measuring the impact of
exposure beyond the
immediate.
Logistical: there is control over
sampling beyond nth
person intercepts and no
need to make deals with
websites for "control"
exposures (and no worry
about the resulting bias)”.
How Research Now connects with consumers
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Average of 350 targetable variables per individual panelist
We are all about the global consumer
Over 6 million panelists in 38 countries worldwide
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Panel Ad Tracking is a numbers game
Fully opted-in 2 million panel in 11 countries
We can meet the minimum threshold for online ad
effectiveness studies
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What was their audience?
Paul Zeman
SVP, General Manager Audience: The target was very high
income prospects - under
10% incidence with
exposed and non-exposed
group.
Media Plan: The media plan was quite
robust, (over 1 billion
impressions) (…)
RN was able to deliver.”
“Finding a narrow target is quite difficult
and not something we felt comfortable
using “River” sampling to find.
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Quick feasibility check
100 MM Impressions
20MM Unique Individuals
91K Panel Respondents
15K Start a Survey
1500 Completes
For 100MM impressions we can get 1500 completes
Average 5 exposures
8% of 240MM Total Online
8% 1.1MM RN Panel
1 in 6 respond to survey
10% incidence
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ADimension® set up
Millions of panel members opt-in to be tracked on their ad exposure
Embed tags placed in online creative
Step 1 Step 2 Every time a panelist is exposed to your ad, we log it.
Step 3
We add rich demographic profiling data on all surveyed panelists
Step 4
Tailored surveys are sent to exposed and unexposed panelists
Step 5
Combined data sets are delivered for you to derive insights
Step 6
ADimension®
Dashboard
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Impressions, frequency and demo
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Impressions, frequency and demo
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Brand Lift
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In Summary
We need to seek out the best approach in the new relationship economy
Global is the new local
Precision opt-in marketing needs precision opt-in measurement
Results should
Provide interactive visual insights
Be easy to understand
Be available on your schedule over the web
Thank you!