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					MEASURING THE DIGITAL WORLD




  Advertising Effectiveness
   Mike Shaw
   Director, Marketing Solutions
   +44 20 7099 1771
   mshaw@comscore.com
comScore Vision: Pervasive Digital Measurement
Anyone, Anywhere, Any Time, Any Device




             world is not
           The digital
place or time dependent




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Agenda



   ■     Measuring Ad Effectiveness

   ■     Understanding Branding Impact

   ■     Summary




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                                                                                               3
    Big Picture: Online Ad Spend: Up or Down?

■   Consensus among many analysts that spending growth
    for online advertising will continue to show double-digit
    gains in both 2008 and 2009.

■   According to a June McKinsey & Co. survey of 340
    senior marketing executives worldwide, 91% are using
    online advertising, and over one-half indicate that their
    companies plan to maintain or exceed current levels
    where possible.

■   In a Epsilon CMO survey conducted in September
    among 175 senior marketing executives, 63% expected
    increases for interactive/online marketing spending for
    2008; only 14% expected a reduction.

■   A October survey by MarketingProfs of 600 US
    marketers, found that 60% planned to increase their
    spending on online advertising in reaction to the
    downturn.

     Measuring Full Impact of Online Media Key to Holding / Growing Business in „09
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 Advertising Effectiveness

comScore automatically collects all ads that panel members are exposed to:




   1) Display / Rich Media Advertising
   2) Sponsored Links and Contextual Ads
   3) Streaming Ads…

    … and passively tracks subsequent behaviour


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Ad Collection


   ■ comScore  collects every piece of creative that panel
      members are exposed to
             • Done automatically- no need to set anything up prior to a campaign
             • Any file type, any medium (image, text, flash, video etc)
             • Unique identifier (“HashId”) created in real time for every piece of creative exposed-
               filename, where the exposure occurred and who served the creative also collected



                                                     Hash Algorithm

                                                             f(x)                             HashID
                                                                                           Cgwiu12398dhwidhidhwi32




HashID                  filename                   Served at                                         Displayed at         exposure time person_id
Cgwiu12398dhwidhidhwi32 palmtree_image-300x250.gif http://host.adserver.net/palmtree_campaign/       yahoo.co.uk/travel      12-Sep-06 4516239281




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Ad Identification Process

■   Actual files (images, flash etc.) supplied by client

■   Unique ID (“HashID”) generated from the files based on algorithm (includes file
    type, dimensions, binary composition etc.)

■   Campaign HashID‟s searched for in database



                                           f(x)                                       Cgwiu12398dhwidhidhwi32     search

                                           Hash
                                           Algorithm                                       HashID               comScore DB


■   Can also search for specific file names or identify specific serving directories
          •    e.g. 300x250-palmtrees.swf
          •    e.g. http://host.adserver.net/palmtree_campaign



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Campaign Metrix – Post Buy Reporting


■   Overall Reach and Frequency
          • How many times was my ad viewed by each viewer?
          • What % of the online population saw my ads?


■   Reach and Frequency Distribution
          • What was the distribution of impressions across the exposed group?
          • How did the impressions and the exposed group grow over time?


■   Demographics
          • Who did I reach and how do these people compare to the overall population?




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Example Campaign Analysis: UK, Financial Services



          • Time Period: February 12-14 2008
          • Market: UK Online Population
          • Format: Multiple ad formats
          • Properties: Multiple sites




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Overall Reach and Frequency

■ Excellent reach and exposure – good targeting; average exposure of 4.0



                                           Overall Campaign Reach and Frequency




                                         Avg Frequency: 4.0
                                                                                                                        24% Online
                                                                                                                        Reach
                                                                                           31,473
                                                   7,929
                                                                                                                        95 GRPs



                                     Unique Visitors (000):                      Impressions (000):



                                                                                                           Source: comScore CampaignMetrix,
                                                                                                           UK Online Population, Home & Work, 15+




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Reach and Frequency Distribution

■ 76% of group exposed less than 5 times


                                                 Campaign Exposure Frequency Distribution %
                                                              Unique Visitors

                                            1                                                     34%
                                                                                                                          76%
                Number of Ad Exposures




                                            2                                   19%                                   exposed
                                           3-4                                             23%                           group
                                           5-6                     10%


                                           7-8                5%


                                          9-10          3%


                                         11-15           3%


                                         16-20      2%                                                  Source: comScore CampaignMetrix,
                                                                                                        UK Online Population, Home & Work, 15+

                                          21+      1%

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Reach and Frequency Build

 ■ Cumulative build shows impressions increasing relatively uniformly over the
   three days of the campaign; most UVs were exposed on the first day of the
   campaign


                           Campaign Daily View                                                                 Campaign Cumulative View
                                                                                                             Cumulative Impressions (000)
                                                          Total Impressions (000)
                                                                                                             Cumulative Unique Visitors (000)
14,000,000                                                Total Unique Visitors (000)      35,000,000

12,000,000                                                                                 30,000,000

10,000,000                                                                                 25,000,000

 8,000,000                                                                                 20,000,000

 6,000,000                                                                                 15,000,000

 4,000,000                                                                                 10,000,000

 2,000,000                                                                                  5,000,000

        0                                                                                          0




                                                                                                                  Source: comScore CampaignMetrix,
                                                                                                                  UK Online Population, Home & Work, 15+




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Exposed Group Demographics - Age

■ Key 25-54 year old market targeted exceptionally well

                                         Campaign Profile - Age Breakouts
                                                                                                                Index to
                                                                                                               Population
                                                         16%
              Persons: 15-24
                                                              20%                                                     81
                                                                 22%
              Persons: 25-34
                                                             20%                                                     113
                                                                       26%
              Persons: 35-44
                                                                   23%                                               112
                                                              20%
              Persons: 45-54
                                                            18%
                                                                                                                     109
                                                       15%
                 Persons: 55+
                                                            19%
                                                                                                                      82
                                                                                           Campaign
                                                                                                             Source: comScore CampaignMetrix,
                                                                                           Population        UK Online Population, Home & Work, 15+




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Exposed Group Demographics - Gender

■ Excellent targeting of both men and women, with a 52/48 split; exactly
  matching the total online population


                                                                                                  Index to
                                                                                                 Population

                                                                                                        100




                                                                                                        100


                                                                                                Source: comScore CampaignMetrix,
                                                                                                UK Online Population, Home & Work, 15+




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    comScore Ad Effectiveness Analysis


■   Advertising effectiveness
      • Did the exposed behave differently than the non-exposed group?
      • How? What measurable differences can be identified in the behaviour of the
        two groups?



                                     Did the advertising campaign actually
                                       generate the hoped for change in
                                                  behaviour?




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Sophisticated Control Group Selection Process

 Initial Process – select exposed group and matched test group

             EXPOSED GROUP                                                                      NON EXPOSED GROUP

 ID Minutes           Age         BB*?                                                      ID Minutes   Age BB*?
 1         90           50         1                                                        1     20     25   1
                                                                                                                              This panelist is not
 2         80           30         0                                                        2     80     30   0               paired because he/she
                                                                                                                              is not matched to any
 3         20           25         1                                                        3     5      45   0
                                                                                                                              exposed panelist
                                                                                            4     90     50   1

      comScore generates control group members utilizing a sophisticate pair-wise
        matching process along a number of different demographic and behavioural
        variables:

      • By ensuring that control panelists visited websites in the same category as
        where the marketing was used but who were not exposed
      • By pairing test panelists with relevant control subjects based on demos,
        internet usage, connection speed, and other relevant factors
                                                                                                                    *BB = Broadband Connection


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comScore Campaign Metrix Output:
Ad Effectiveness – Site Visitation

■ Reach   of Financial Services Provider site amongst exposed group was 1.34%
  in the 3 weeks after exposure, compared to only 0.55% amongst the control
  group




Those exposed more than twice as likely as those not                                              Data relevant at a 95%+
                                                                                                    confidence interval
exposed to visit provider within 3 weeks after exposure
    Source: comScore Campaign Metrix
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comScore Campaign Metrix Output:
Ad Effectiveness – Reach and Engagement Combined


 ■   The campaign generated an extremely positive lift in page views per 1,000 internet
     users (an increase to 177 three weeks after exposure, compared to just 36 in the
     control group)




            Every 1,000 exposed generated 141 extra                                              Data relevant at a 75%+
                     page views at provider                                                        confidence interval
   Source: comScore Campaign Metrix

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comScore Campaign Metrix Output:
Ad Effectiveness – Share of Pages Viewed Among Competitive Set

■   Those exposed to the campaign viewed relatively more pages at provider versus its
    competitive set after exposure than those not exposed. Provider‟s share amongst the
    exposed group was 2.6%% one week after exposure, compared to 0.7% amongst the control
    group




                  Competitive Set:
                  Websites of leading financial services companies




           1 week after exposure, provider‟s share of pages                                         Data relevant at a 95%+
                  viewed increased by 1.9% points                                                     confidence interval
      Source: comScore Campaign Metrix

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comScore Campaign Metrix Output:
Ad Effectiveness – Reach of Key Search Terms

■   As a result of the campaign, the exposed group were increasingly more likely to search
    on a key term versus those not exposed. 1.7% of web users exposed searched on a
    key term in the 3 weeks after exposure, compared to 0.9% of those not exposed




       In the 3 weeks after exposure, exposed group 1.8 times                                       Data relevant at a 80%+
                                                                                                      confidence interval
                  more likely to search on key terms
      Source: comScore Campaign Metrix

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comScore Campaign Metrix Output:
Ad Effectiveness – Secure Visit Reach

■   Those exposed to the campaign were increasingly more likely to visit a secure part of
    provider‟s site versus those not exposed. 0.64% of exposed group visited a secure
    area of the site in the 3 weeks after exposure, compared to 0.20% of those not
    exposed




           In the 3 weeks after exposure, exposed group                                             Data relevant at an 95%+
          3 times more likely to go secure at provider‟s site                                          confidence interval

      Source: comScore Campaign Metrix

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comScore Campaign Metrix Output:
Ad Effectiveness – Conversion

■   As a result of the campaign, exposed group considerably more likely to convert at the
    site versus those not exposed. 0.55% of the exposed group converted at provider XX
    in the first three weeks after exposure, compared to 0.16% of those not exposed




             Three weeks after exposure, exposed group more
                                                                                                    Data relevant at an 95%+
            than 3 times more likely to convert at provider‟s site                                     confidence interval
      Source: comScore Campaign Metrix
      Converter defined as a visitor to specific pages on provider‟s site
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comScore Campaign Metrix Output:
Ad Effectiveness – Visitation Summary


                                                                     7.9m UV Campaign


Metric                                                     Without Campaign                 With Campaign

             Universe                                                    7.9m                      7.9m


           Site Reach                                                    0.6%                      1.3%

       Pages per UV                                                      6.50                      13.22


          Total Pages                                                285,000                       1.4m


                                                                                                            +1.1m pages
        Campaign generated 1.1m (392%) more page views
   Source: comScore Campaign Metrix

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comScore Campaign Metrix Output:
Ad Effectiveness – Searcher Summary


                                                                     7.9m UV Campaign


Metric                                                     Without Campaign                 With Campaign

             Universe                                                    7.9m                       7.9m


     Searcher Reach                                                      0.9%                       1.7%

Searches per Searcher                                                      1.8                       2.0


       Total Searches                                                133,000                       272,000


                                                                                                             +139,000 searches
       Campaign generated 139,000 (104%) more searches
   Source: comScore Campaign Metrix

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comScore Campaign Metrix Output:
Ad Effectiveness – Conversion Summary


                                                                     7.9m UV Campaign


Metric                                                     Without Campaign                 With Campaign


             Universe                                                    7.9m                      7.9m


    Conversion Rate                                                    0.16%                       0.55%



           Converters                                                  13,000                      44,000


                                                                                                            +31,000 converters
      Campaign generated 31,000 (244%) more converters
   Source: comScore Campaign Metrix
   Converter defined as a visitor to specific pages at provider‟s site
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Agenda



   ■     Measuring Ad Effectiveness

   ■     Understanding Branding Impact

   ■     Summary




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                                                                                                26
Proof That Online Ads Work




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Survey Method 1. Using House Ads to
Generate Control

               The randomized experimental design creates campaign exposed (test
               ad cell) and non-exposed groups (house ad cell)


                                                                                            Both groups are invited and surveyed
                                                                                           with the same screeners and incentives


                                          Exposed to Ads
                                            (Test Cell)




                                     Not exposed to
                                     Campaign Ads
                                      (Control Cell)



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Survey Method 2. Using comScore Broker
Technology to Survey Consumers




   Our broker technology is a simple, easy to deploy piece of code that when placed on a
   page allows a publisher to trigger a survey invitation for visitors to that page
                   Key Benefits of this Approach
                   ■    No longer need to use house inventory to generate control samples, which
                        eliminates traffic time and costs associated with house intercept recruitment.
                   ■    Deploying our technology radically streamlines the process by which we launch
                        and go to field with new campaigns
                   ■    Infrastructure allows for more efficient, disciplined sampling
                   ■    Recruitment can be evenly spread over time
                                                             Node integration is a single line of code:
                                  <script language="JavaScript" src=“http://ar.voicefive.com/ar.js"></script>
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    The Survey


                                                                                                •    Country (e.g. UK) resident
                                                                                                •    Age
                 Screener and Segmentation                                                      •    Gender
                                                                                                •    Specific Attributes, e.g. condition, behavior, opinion



                                                                                                •   Unaided and Aided Brand Awareness
                                                                                                •   Source of Awareness
           Awareness, Perceptions & Usage                                                       •   Brand Perceptions
                                                                                                •   Brand Usage



                                                                                                • Brand Differentiation
Brand Differentiation And Attribute Association                                                 • Attribute Association
                                                                                                • Message Testing



                                                                                                • Likelihood to do further research (general and brand-specific)
                                                                                                • Likelihood to discuss with someone, e.g. doctor, friend, etc
                                  Future Intent                                                   (general and brand-specific)
                                                                                                • Likelihood to purchase (general and brand-specific)
                                                                                                • Likelihood to recommend

                                                                                       The standard design allows for 2 to 3 minutes of
                                                                                       custom, closed-end questions before demos.
                                                                                                    • Income
                                 Demographics                                                       • Location
                                                                                                    • Internet behavior

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Overall Intent to Purchase Based on
Advertising Exposure

      ■ The value provided by advertising can be clearly measured

                                                               % Purchase Intent
                                                                                        58% Lift


                                                                                    ∆ 7 pts!




                      Indicates that comScore determined this to be statistically significant over Control (@90%)




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The Cookie Deletion Problem: Overstates
Campaign Reach but Understates Frequency

A comScore Study of Yahoo and DoubleClick Cookies

■   30% of Internet users delete their cookies in a month
          • This rate corroborated by independent studies from Belden, Jupiter and Nielsen

■   These deleters do so an average of 4 times a month
          • 5 different cookies for same site in a month on one computer

■   Cookie deletion creates major problems:
          • 2.5 times overstatement of unique visitors in server logs
          • 2.5 times overstatement of reach and a similar understatement of frequency in ad
            server log




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Benefits of Real-World Test/Control + Panel :
Adjusting for Cookie Deletion
   Triangulation of consumers to our panel allows us to adjust results for Cookie Deletion
   inaccuracies, resulting in better and more accurate lift measures
              comScore Panelists                            • Cookie deletion results in both overestimating the
                                                              number of unique people reached by the campaign
                                                              and underestimating the level of frequency
                                                              (average ads per exposed visitor)

                                                            • This has the effect of diminishing the final lift
                                                              between test and control groups because there are
                                                              exposed people in both the test and control groups
           Exposed to Ads
             (Test Cell)                                    • comScore can estimate, from our panel, the
                                                              proportion of panelists who deleted their cookies
                                                              prior to being exposed to the ad

                                                            • This is an estimate of the contamination level in the
                                                              survey control cell: If the level of contamination is,
                                                              for example, 20%, the actual lift of the campaign is
                                                              being understated by this amount.
                Not exposed to
                Campaign Ads
                   (Control)
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Brand Metrix ™ Market Norms For
Behavioral Data: TrueLift™ Calibration

          comScore Panelists
                                                           Since users delete cookies, current control groups
                                                            are contaminated and effectiveness is understated
                                                      ■   We use the comScore panel to determine control
                                                          group contamination

                                                      ■   Lift is adjusted upward, providing accurate results

        Exposed to Ads                                      Example
          (Test Cell)
                                                            • Unaided recall is 15%                 15% Lift
                                                            • comScore determines                  Everyone Else
                                                              that there was a 20%
                                                              cookie deletion rate
                                                            • comScore TrueLift™
                                                                                                  19.5% Lift
                                                              algorithm reveals                  comScore TrueLift™
                                                              19.5% lift
            Not exposed to
            Campaign Ads
               (Control)
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How It Works: Benefits of Real-World
Test/Control: Elimination of Respondent Bias

                        comScore Panelists
                                                                         Survey takes are not necessarily
                                                                         demographically representative of the
                                                                         audience who actually saw the campaign

                                                                           Utilizing the comScore panel to read on
                                                                           demos of the campaign we are able to
                                                                           weight the survey respondents accordingly
                          Exposed to Ads
                            (Test Cell)




                        Not exposed to
                        Campaign Ads
                           (Control)
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comScore Brand Metrix ™ : Over 240 Ad
Effectiveness Studies Across Multiple Industries
 Media              Agencies              Financial               Retail              Pharma   CPG/Restaurant   Travel   Tele/Tech   Auto




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                                                                                                                                            36
Agenda



   ■     Measuring Ad Effectiveness

   ■     Understanding Branding Impact

   ■     Summary




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                                                                                                37
Summary


■    Demonstrating return on investment to advertisers will
    sustain and grow online ad budgets

■    Moving beyond CTR as the effectiveness measure is vital to
    incorporate both branding and behavioural impacts




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Thank You


“Online is getting to the point where it may be
more important than the 30-second TV spot.”
                    -Joel Ewanick, VP Marketing
                     Hyundai Motor America

“Even ad-spending giant P&G is considering
cutting its overall ad budget by as much as 10%
this year and aggressively moving ad dollars to
the Web.”
            -Wall Street Journal,
                    May 12, 2008



  Mike Shaw
  Director, Marketing Solutions
  +44 20 7099 1771
  mshaw@comscore.com



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