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2010.06 The Proof for Branding Online

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ARBOinteractive Polska
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The document discusses how click-through rates are not an effective measure of the branding impact of online advertising. It reports that 84% of internet users do not click on any ads in a month and click-through rates on individual campaigns are as low as 0.1%. Instead, the document advocates measuring changes in consumer behaviors like website visits and trademark searches after ad exposure to better understand branding impact. It summarizes various studies that found online display ads can significantly increase these behaviors even with minimal clicks.

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The Proof for Branding Online Gian Fulgoni, Executive Chairman, comScore, Inc.
Does the Click Tell Us Anything About the Branding Impact of Online Advertising? 30% of marketing VPs still believe the click is the best measure of the branding impact of online ad campaigns Forrester Study 64% of advertisers and agencies cited the click as the most important metric to use when evaluating the impact of a campaign running on an ad network 2010 Collective Study However, a recent comScore study shows that 84% of Internet users do NOT click on any ad in a month Click rates on individual campaigns have fallen to levels of only 0.1%
Does the Click Tell Us Anything About Branding Impact? Global Click Rates on Individual Campaigns are Pitifully Low Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008 Worldwide Click-Through Rates* *Click-through rates across Static Image, Flash, and Rich Media formats
If Not The Click, Then What? “ A click means nothing. A click earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s surely not to generate clicks. You want people to visit your website, seek more information, purchase a product, become a lead, keep your brand top of mind, learn something new, feel differently, etc. Regardless of whether they clicked an ad or not, the key is to determine how that ad unit influenced a consumer to think, feel, or do something they wouldn’t have done otherwise.” John Lowell SVP Director, Research & Analytics Starcom
Panels Provide the Solution comScore Global Panel of 2 Million Users, Largest of Its Kind Mobile Usage 360° View of Consumer Behavior Advertising Exposure Online / Offline Transactions Search Behavior Demographics Life Stages Streaming Video Web Visiting and Viewing The Only Global Measurement of Audience and e-Commerce 41 Media Metrix Reported Countries 170+ Countries with Sample Presence
Understanding Behavioral Impact Of Ad Exposure: comScore’s Methodology Site Visitation Site Engagement Search Behavior Buying Behavior AD EXPOSED GROUP BALANCED UNEXPOSED GROUP LIFT METRICS Test and control groups matched on demographic and behavioural variables
comScore “Whither the Click in Europe?” Display Ads Lift Visitation to Advertiser Site Even With Minimal Clicks Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010 % Lift: 99% % Lift: 75% % Lift: 73% % Lift: 80% % Lift: 71%
comScore “Whither the Click in Europe?” Display Ads Increase No. of Trademark Search Queries Even With Minimal Clicks Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010 % Lift: 91% % Lift: 89% % Lift: 81% % Lift: 136% % Lift: 114%
Going Beyond Site Visitation and Search to E-Commerce: Display Campaigns Increase Buyer Conversion Campaign generated 50,000 (33%) more buyers Campaign Reached 34% of U.K. Internet Users with an Average Frequency of 7 Impressions +50,000 buyers Total HH Reached Buyer Conversions 12.8m 12.8m 1.2% 1.6% Total Buyers 154,000 204,000 Source: comScore Campaign Metrix Metric Without Campaign With Campaign
Online Advertising Matches TV in Ability to Lift Offline Sales of CPG Brands The Superior Targeting Ability of the Internet Likely Explains the Faster Offline Sales Response BehaviorScan tests conducted over one year period. comScore studies over three months Assumes 40% Internet Reach Against Target
The .Fox U.K. Ad Studies Objective: Partnering with .FOX Networks, comScore examined the effectiveness of display vs. video ad formats as well as the frequency of exposure to the campaign ads Methodology: Four U.K. campaigns were examined from different sectors (Travel, Finance, Government and Utilities) comprising over 300 million impressions served to U.K. Internet users across various ad formats in 2009. comScore used its panel of 70,000 U.K. Internet users to passively track online behaviour to understand the impact of advertising on specific activities linked to campaign effectiveness over time, namely: -- Advertiser Site Visitation -- Trademark Search Queries
Reach & Frequency Information by Campaign Campaign Overall Campaign Reach Average Frequency of Exposure Online Gross Rating Points (GRPs) Formats Used Finance 8.2MM (23%) 3.5 82 Only Video Travel 26.4MM (72%) 5.6 405 Display Public Sector 22.8MM (62%) 6.5 403 Display + Video Utilities 16.9MM (46%) 6.0 276 Display
Overall Campaign Summary Advertiser site reach within 4 weeks of first exposure to display ad Reach of advertiser search queries within 4 weeks of first exposure to display ad Sector Unexposed Group Exposed Group Absolute Percentage Point Lift % Lift Finance 1.98% 5.47% 3.49 176% Travel 0.33% 4.88% 4.55 1,379% Public Sector 0.19% 1.05% 0.86 453% Utilities 0.05% 0.55% 0.50 1,000% Sector Unexposed Group Exposed Group Absolute Percentage Point Lift % Lift Finance 3.97% 7.43% 3.46 87% Travel 0.20% 2.40% 2.20 1,100% Public Sector 1.97% 3.50% 1.53 78% Utilities 1.07% 2.55% 1.48 138%
Within the Public Sector Campaign, Video Generated Higher Lifts than Did Display
Campaign Search Queries Climb Steadily With Increased Display Exposures While Video Has a More Immediate Impact with Fewer Exposures Absolute Percentage Point Lift in Campaign Search Term Reach Exposed Group vs Control Group Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector
The Key to Measuring the Branding Effectiveness Online Advertising is Behavior …. “ This .Fox research is valuable because it looks beyond the usual data used by the industry for media trading. As opposed to relying on the usual simplistic denominators of click-thru and last event attribution, this research centers on consumer behavior proxies that are better placed to reflect communication goals, defining success based on a mix of visitation, engagement and search behavior across a four week period. By addressing difficult planning considerations such as cross format and multiple touchpoint attribution, this .Fox research better reflects the way Havas Digital believes campaigns must be evaluated if the digital media industry is to continue to grow in terms of significance for major advertisers." Anthony Rhind Global Co-CEO, Havas Digital

More Related Content

2010.06 The Proof for Branding Online

  • 1. The Proof for Branding Online Gian Fulgoni, Executive Chairman, comScore, Inc.
  • 2. Does the Click Tell Us Anything About the Branding Impact of Online Advertising? 30% of marketing VPs still believe the click is the best measure of the branding impact of online ad campaigns Forrester Study 64% of advertisers and agencies cited the click as the most important metric to use when evaluating the impact of a campaign running on an ad network 2010 Collective Study However, a recent comScore study shows that 84% of Internet users do NOT click on any ad in a month Click rates on individual campaigns have fallen to levels of only 0.1%
  • 3. Does the Click Tell Us Anything About Branding Impact? Global Click Rates on Individual Campaigns are Pitifully Low Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008 Worldwide Click-Through Rates* *Click-through rates across Static Image, Flash, and Rich Media formats
  • 4. If Not The Click, Then What? “ A click means nothing. A click earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s surely not to generate clicks. You want people to visit your website, seek more information, purchase a product, become a lead, keep your brand top of mind, learn something new, feel differently, etc. Regardless of whether they clicked an ad or not, the key is to determine how that ad unit influenced a consumer to think, feel, or do something they wouldn’t have done otherwise.” John Lowell SVP Director, Research & Analytics Starcom
  • 5. Panels Provide the Solution comScore Global Panel of 2 Million Users, Largest of Its Kind Mobile Usage 360° View of Consumer Behavior Advertising Exposure Online / Offline Transactions Search Behavior Demographics Life Stages Streaming Video Web Visiting and Viewing The Only Global Measurement of Audience and e-Commerce 41 Media Metrix Reported Countries 170+ Countries with Sample Presence
  • 6. Understanding Behavioral Impact Of Ad Exposure: comScore’s Methodology Site Visitation Site Engagement Search Behavior Buying Behavior AD EXPOSED GROUP BALANCED UNEXPOSED GROUP LIFT METRICS Test and control groups matched on demographic and behavioural variables
  • 7. comScore “Whither the Click in Europe?” Display Ads Lift Visitation to Advertiser Site Even With Minimal Clicks Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010 % Lift: 99% % Lift: 75% % Lift: 73% % Lift: 80% % Lift: 71%
  • 8. comScore “Whither the Click in Europe?” Display Ads Increase No. of Trademark Search Queries Even With Minimal Clicks Source: Average of 20 Studies Published in comScore’s “Whither the Click in Europe?” Feb 2010 % Lift: 91% % Lift: 89% % Lift: 81% % Lift: 136% % Lift: 114%
  • 9. Going Beyond Site Visitation and Search to E-Commerce: Display Campaigns Increase Buyer Conversion Campaign generated 50,000 (33%) more buyers Campaign Reached 34% of U.K. Internet Users with an Average Frequency of 7 Impressions +50,000 buyers Total HH Reached Buyer Conversions 12.8m 12.8m 1.2% 1.6% Total Buyers 154,000 204,000 Source: comScore Campaign Metrix Metric Without Campaign With Campaign
  • 10. Online Advertising Matches TV in Ability to Lift Offline Sales of CPG Brands The Superior Targeting Ability of the Internet Likely Explains the Faster Offline Sales Response BehaviorScan tests conducted over one year period. comScore studies over three months Assumes 40% Internet Reach Against Target
  • 11. The .Fox U.K. Ad Studies Objective: Partnering with .FOX Networks, comScore examined the effectiveness of display vs. video ad formats as well as the frequency of exposure to the campaign ads Methodology: Four U.K. campaigns were examined from different sectors (Travel, Finance, Government and Utilities) comprising over 300 million impressions served to U.K. Internet users across various ad formats in 2009. comScore used its panel of 70,000 U.K. Internet users to passively track online behaviour to understand the impact of advertising on specific activities linked to campaign effectiveness over time, namely: -- Advertiser Site Visitation -- Trademark Search Queries
  • 12. Reach & Frequency Information by Campaign Campaign Overall Campaign Reach Average Frequency of Exposure Online Gross Rating Points (GRPs) Formats Used Finance 8.2MM (23%) 3.5 82 Only Video Travel 26.4MM (72%) 5.6 405 Display Public Sector 22.8MM (62%) 6.5 403 Display + Video Utilities 16.9MM (46%) 6.0 276 Display
  • 13. Overall Campaign Summary Advertiser site reach within 4 weeks of first exposure to display ad Reach of advertiser search queries within 4 weeks of first exposure to display ad Sector Unexposed Group Exposed Group Absolute Percentage Point Lift % Lift Finance 1.98% 5.47% 3.49 176% Travel 0.33% 4.88% 4.55 1,379% Public Sector 0.19% 1.05% 0.86 453% Utilities 0.05% 0.55% 0.50 1,000% Sector Unexposed Group Exposed Group Absolute Percentage Point Lift % Lift Finance 3.97% 7.43% 3.46 87% Travel 0.20% 2.40% 2.20 1,100% Public Sector 1.97% 3.50% 1.53 78% Utilities 1.07% 2.55% 1.48 138%
  • 14. Within the Public Sector Campaign, Video Generated Higher Lifts than Did Display
  • 15. Campaign Search Queries Climb Steadily With Increased Display Exposures While Video Has a More Immediate Impact with Fewer Exposures Absolute Percentage Point Lift in Campaign Search Term Reach Exposed Group vs Control Group Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector
  • 16. The Key to Measuring the Branding Effectiveness Online Advertising is Behavior …. “ This .Fox research is valuable because it looks beyond the usual data used by the industry for media trading. As opposed to relying on the usual simplistic denominators of click-thru and last event attribution, this research centers on consumer behavior proxies that are better placed to reflect communication goals, defining success based on a mix of visitation, engagement and search behavior across a four week period. By addressing difficult planning considerations such as cross format and multiple touchpoint attribution, this .Fox research better reflects the way Havas Digital believes campaigns must be evaluated if the digital media industry is to continue to grow in terms of significance for major advertisers." Anthony Rhind Global Co-CEO, Havas Digital

Editor's Notes

  1. Our panel is global in reach Only panel with presence in 172 countries that enable us to measure Internet usage on a worldwide basis. Unique service Only company to offer detailed information from 32 individual countries, which gives us significant growth potential internationally We collect a comprehensive set of information on these panelists What is different about the comScore panel: Passive measurement, not surveys. Real view of behavior. Tracking over time. What happens when someone is exposed to an ad., if they don’t buy immediately. By tracking them over time we get the total picture.