so your digital campaign got 10% more clicks this time. so what?
DESCRIPTION
Basic presentation on measuring actual effectiveness of digital advertising campaigns. Prepared for SmartAD seminar "How to turn ad spendings into ad earnings" in Riga, Latvia, 25.09.2010. By Janis Polis, Head of Digital R&D, MediaSCOPETRANSCRIPT
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So your digital campaign got 10% more clicks this time...
Jānis Polis,
Head of Digital R&D, MediaSCOPE
25.08.2010
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Digital marketing in the Baltics is on a fast rise
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OK, maybe not that fast. But still...
2008 2009 20100
2
4
6
8
10
12
14
% from total adspend, Inter-
net, Latvia
Data: Latvian Association of Advertising, June 2010
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Client
Agency
Media
Agency
Simplified media buying cycle
briefs
plans &
buysreports
repo
rts
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Recession = more attention to ROI
But what is our success metrix?
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CTR%
Clicks
Impressions
If this is how it looks under the hood of your digital campaign measurement vehicle...
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... then this is what you’re probably driving!
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To determine digital campaign success level in 2010, more data and different KPIs are required
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Defining goals will help to choose right communication tactics, ad purchasing models and correct sucess metrix for your campaign
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Client: a breweryGoal: to increase customer emotional engagement with a beer brandCreative solution: interactive visual beer life story on brands webMedia plan: Two 2 week periods with 1 month in between with call-to-action banners in horizontal portals (4000000 bought ad impressions for each period)Agency estimate: 0,18 % CTR, 14400 clicks on banners
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OPTION
After 2 weeks media reports to agency and agency to client that: In first placement period banners received 4000000 impressions and
generated 8000 clicks with 0.20% CTR
After 6 weeks media reports to agency and agency to client that: In second placement period banners received 4000000 impressions and
generated 8800 clicks with 0.22% CTR
So campaign generated 2400 more clicks than estimated and second placement period received 10% more clicks than first. Should everyone drink champagne?
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What’s missing?
Information:
How many people actually opened and saw clients page? (succesful clicks)
How many visitors saw and interacted with interactive visuals? (action rate)
What % of visitors ventured further in the page? Where? (path)
How many people saw the banner, did not click, but visited page later? (long-tale)
How many of purchased impressions was displayed below the fold and not seen at all? (in-screen impressions)
Reaction:
Replacement of underperforming creatives or media placements during campaign.
Improvement of client’s web page usability, according to real time campaign performance data.
These facts are vital to determine actual effectiveness of campaign
But they are not that easy to gather and analyze
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Some tools are free...
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For some you have to pay for
Media effectiveness
Reach
ROI
Impact on page
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But what if that’s a social media campaign?
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In social media there is another kind of campaign success metrix, but KPIs still must be
chosen according to set goals
Msg reach – likes, reposts, retweets, sharing.Community building – fans, followers, interactions
Direct sales, leads – acquisitions, leads, ROI
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It is not easy to start measuring more, but once you do, it’s always worth the effort.So push your clients, push your agencies