yessirnosir & branding ppt
TRANSCRIPT
www.yessirnosir.net
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Does Online Advertising
Build Brands?This is a project we ran back in 2001 to provide evidence that digital advertising can - and does - impact brand metrics
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Background
• Clickthrough rates are seen by many advertisers as the key success metric for online campaigns
• With clickthrough rates declining, advertisers are questioning the brand building value of internet advertising
• DLKW Dialogue (formerly eBrands) set out to provide unequivocal proof that online advertising builds brands
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How Did We Go About It?
• Create a new brand
• Launch it with online ads exclusively
• Partner with Dynamic Logic to measure the impact on:
- Brand Awareness- Message Association
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• YesSirNoSir is a personal concierge service created by DLKW
• A campaign was created to build awareness and generate trial
– ‘we do things so you don’t have to’• Inventory was donated by a number of leading UK sites
including www.ivillage.co.uk and FTMarketwatch.com• DynamicLogic’s AdIndex was used to measure the
branding impact of the online advertising campaign
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Campaign Details
• The campaign launched on May 1, 2001 and ran for 6 weeks
• A total of 1.5 million impressions were served • The creatives used in the campaign included animated
standard size banners, skyscrapers and buttons– FTMarketwatch ran editorial wraps (made up of
468x60 banners and 125x615 side bars shown simultaneously) and cubes
– iVillage used a standard banner and button
• The campaign was ROS on all sites
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Sample of the Creative Units
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AdIndex MethodologyAdIndex uses a control-exposed methodology that measures the branding value of online ad campaigns as they run across a site or set of sites. The two groups below are simultaneously sampled and their responses compared.
Yes
Since the only statistical difference between
groups A and B is the
presence of the creative,
we can attribute the
lift to the creative
Exposed*
Control*
Did they see the campaign?
Yes
No
Both groups are surveyed about their attitudes
toward the brand in the
creative at the SAME time
Do the results
indicate a difference?
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Recruiting Methodology - Exposed
Popup inviting user to participate in our survey
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It Worked!
4%
11%
19%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Control All RespondentsExposed
Target AudienceAge 18-49 HHI
£75K+
428% change in in Brand Awareness between those unexposed (control) and the target audience who were exposed to the ads
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Overall Campaign Results
• Both test and control groups were favourable to the brand/concept
• Awareness jumped from 4% (noise) among the non exposed group to 11% among the exposed group - a lift of 175%
• Those exposed to the messages were also able to link the messages to the brand
• Lift/Impact = (Exposed-Control)/Control
Exposed Control Difference Lift
Brand Awareness 11% 4% +7% 175%*
Brand Favorability 51% 50% +1% 2%
Purchase Intent 40% 40% 0% 1%
Message Association
20% 15% +5% 34%*
Sample Size 473 200*Statistically significant difference between control and exposed group at a 90% confidence level
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Brand Awareness by Demographic
4%
11%
4%
19%
3%
5%
5%26%
0 5 10 15 20 25 30
All Respondents
Age 18-49 HHI£75K+
Women 18-49HHI £75+
Men 18-49 HHI£75K+
Exposed
Control
429%
66%
428%
175%
*Statistically significant difference between control and exposed group at a 90% confidence level
High lift amongst affluent young to middle aged men
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Message Association by Demographics
15%
20%
16%
22%
20%
17%
15%
24%
0 5 10 15 20 25
All Respondents
Age 18-49 HHI<£75K
Women 18-49 HHI<£75
Men 18-49 HHI<£75K
Exposed
Control
18%
33%
34%
*Statistically significant difference between control and exposed group at a 90% confidence level
Message Association resonated well amongst the targeted audience
59%
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4%
10%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Control Exposed 1-3x Exposed 3x+
150% Lift*
250% Lift*
*Statistically significant difference between control and exposed group at a 90% confidence level
Exposing consumers to the ads three times or more optimised the impact of the brand
Brand Awareness by Frequency
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Conclusions
• Online advertising builds brands! – This campaign was able to increase Brand
Awareness for YesSirNoSir, a fictitious brand, from virtually 0 to 11% in just 6 weeks
• Click-Through alone sells online advertising short - way short!– Brand Awareness + 175%– Message Association + 34%
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Conclusions
• Among the primary target audience of professionals aged 18-49, Brand Awareness lift was 428%– Among affluent men in this group, the lift in
Brand Awareness is an impressive 429%*
• Outside the target, Brand Awareness increased 140%* and Message Association 65%* among women aged 18-49 earning less than £40,000. This suggests that the product advertised had broader appeal
*Statistically significant difference between control and exposed group at a 90% confidence level
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Conclusions
• Strong relationship between frequency of exposure and brand metrics
– Brand Awareness shows a significant lift of 95%* for those exposed 3 or more times to an ad
– Message Association is also influenced by the frequency of ads. Those who were exposed more than 3 times showed a lift of 44%*
• The message, “we do things, so you don’t have to”, resonates more, in general, with men
• Skyscrapers proved to be more effective than standard banners*Statistically significant difference between control and exposed group at a 90% confidence level
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Summary
• Online advertising is a valid medium for brand building and response
• In view of the targeting opportunities we see it as mandatory for most advertisers
• With costs at an all time low now is the time for brands to invest in this medium and learn how to make it work for their brands
• For further information contact Simon Andrews– [email protected]
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Definition of AdIndex Metrics
• Brand Awareness - Measures the level of familiarity respondents have with the YesSirNoSir brand
• Brand Favourability - Measures the extent to which respondents have a positive or favourable opinion of the YesSirNoSir brand
• Purchase Intent - Measures the likelihood of respondents to subscribe to the YesSirNoSir service in the future
• Message Association - Measures the extent to which respondents can match the copy or messages in the creative to the YesSirNoSir brand