21.09.2010 comscore at red apple / mixx russia
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Prepared for Red Apple MiXX Event
Online Advertising Effectiveness
Mike Shaw – Marketing Solutions Director, Europe
September 21st, 2010
Measuring Online Advertising Effectiveness
� Understanding why measurement matters
� A fresh approach to measuring effectiveness
� Examples of measurement success
2© comScore, Inc. Proprietary and Confidential.
$118B
Measured Media Spend:
$186B
Online Media Spend:
Bra
nd Only 23% Online
dollars are spent on
Brand Marketing
63% Total dollars are spent on Brand
Marketing
The internet is disproportionately used for direct response advertising
Why Is This Important To The Market
3© comScore, Inc. Proprietary and Confidential.
Source: Lehman Brothers, ThinkEquity Partners. Data represents 2008 US figures;
$68B
$6B$6B
$20B
Online Media Spend:
$26B
Dir
ect
Resp
on
se
77% Online dollars are spent on Direct
Response Marketing
37% Total dollars are spent on Direct
Response Marketing
Latent Impact of Display AdsAdvertisers judging display campaigns on CTR alone are not properly evaluating their
investment because CTR ignores the behavioural/attitudinal change over time
that display exposure drives
Cookie DeletionAd servers relying on cookies to identify
previously exposed users, and implement frequency capping, are overstating reach and understating frequency because UK
users are having 3rd party cookies deleted
Key Issues With Current Campaign Measurement
7.71%
CONTROL TEST
4© comScore, Inc. Proprietary and Confidential.
2.01%
3.43%
4.45%3.99%
6.02%
7.71%
Wk 1 Wks 1-2 Wks 1-3
Time from first exposure
% Lift: 99% % Lift: 75% % Lift: 73%
Ad Clickers Follow the 80/20 Rule
8%4%
26%
4%
22%
67%
• 84% of internet users do not click on ANY ads
• Despite comprising only 8% of the total online population, moderate and
heavy clickers account for 85% of all click-thrus
5© comScore, Inc. Proprietary and Confidential.
84%
52%
15%
26%
18%
67%
% Internet Pop % of Clickers % of Clicks
Heavy Moderate Light Non
Source: comScore, Natural Born Clickers (US), March 2009
Russian Internet User Profile
Age Gender
% Composition of Russian
Internet Population
15-2432.9%
25-3428.7%
35-4419.1%
45-5413.8%
55+5.5%
Male48.7%Female
51.3%
6© comScore, Inc. Proprietary and Confidential.
Average Pages per
Visitor
Russian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, July 2010
28.7%
2,454
2,780
2,852
2,477
3,324
55+
45-54
35-44
25-34
15-24
3,168
2,561
Female
Male
Russian Audience Segmentation By Activity
Share of Total Visits, Minutes, and Pages by Intensity of Internet Usage
30%
20%
55%63% 63%
7© comScore, Inc. Proprietary and Confidential. Russian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Segment Metrix, July 2010
50%
14% 10% 9%
32%
28% 28%
Unique Visitors Visits Minutes Pages
Heavy
Moderate
Light
Russian Search Market in July 2010
Russian Searchers
40.0 million unique searchers
Average 98 searches per searcher
Share of Russian Search by Property
Google Sites 31.7%
8© comScore, Inc. Proprietary and Confidential.
Total Russian Searches
3.9 billion searches
5.3 billion search result pages
134 search results pages per searcher
Russian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore qSearch, July 2010
Yandex Sites 58.5%
Mail.RuSites 5.9%
Rambler Media 1.6%All Others
2.3%
A Fresh Approach To Advertising Effectiveness Measurement
Campaign EssentialsReporting on actual campaign delivery
Action LiftMeasuring consumer
behaviour after exposure to online ads
Brand Survey LiftUnderstanding consumer attitudes after exposure
to online ads
9© comScore, Inc. Proprietary and Confidential.
Visitor Penetration
(% Visiting Site)
15.0%
24.6%
12.3%
37.1%
18.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Pre-Campaign
Period
Campaign
Period
Post-
Campaign
Period
Control Test
201%
Understanding Behavioural Impact Of Ad Exposure
EXPOSED GROUP
Site Visitation
Site Engagement
LIFT METRICS
Test and control groups matched on demographic and behavioural variables
10© comScore, Inc. Proprietary and Confidential.
UNEXPOSED GROUP
Site Engagement
Search Behaviour
demographic and behavioural variables
Display Ad Exposure Lifts Reach of Advertiser Site Considerably More Than CTR Analysis Alone Suggests
4.45%3.99%
6.02%
7.71%
Time-Aligned Analysis
CONTROL TEST
4.03%
7.26%
6.05%
Campaign/Post-Campaign Analysis
CONTROL TEST
11© comScore, Inc. Proprietary and Confidential.
2.01%
3.43%
3.99%
Wk 1 Wks 1-2 Wks 1-3
Time from first exposure
Source: comScore Whither the Click in Europe, Feb 2010
4.03%
3.53%
Campaign Period Post-Campaign Period
Analysis Period
% Lift: 99% % Lift: 75% % Lift: 73% % Lift: 80% % Lift: 71%
1.80%
1.54%
2.56%
3.27%
Time-Aligned Analysis
CONTROL TEST
Users Exposed To Display Ads Far More Likely To Search For Advertiser Search Terms
2.72%
1.95%
Campaign/Post-Campaign Analysis
CONTROL TEST
12© comScore, Inc. Proprietary and Confidential.
0.81%
1.36%1.54%
Wk 1 Wks 1-2 Wks 1-3
Time from first exposure
Source: comScore Whither the Click in Europe, Feb 2010
1.15%
0.91%
Campaign Period Post-Campaign Period
Analysis Period
% Lift: 91% % Lift: 89% % Lift: 81% % Lift: 136% % Lift: 114%
� European audiences show a higher lift at up to 3 weeks after display ad exposure
in both advertiser site reach and use of advertiser search terms than their U.S.
counterparts
European Audiences More Impacted By Display Campaigns ThanU.S. Audiences
94%
Lift in Search Term Reach
72%
Lift in Advertiser Site Reach
13© comScore, Inc. Proprietary and Confidential.
40%
Europe U.S.
49%
Europe U.S.
Source: comScore Whither the Click in Europe, Feb 2010
(time-aligned and campaign period/post-period studies included)
Analysing Effectiveness Of Alternative Formats:Video Achieves Results Faster Than Display
2.5%
2.9%
3.3%Video only
1.1%
1.4%1.6%
Display only
Absolute Percentage Point Lift in Site VisitationExposed Group vs. Control
14© comScore, Inc. Proprietary and Confidential.
1.9%
Wk 1 Wks 1-2 Wks 1-3 Wks 1-4
0.7%
1.1%
Wk 1 Wks 1-2 Wks 1-3 Wks 1-4
Campaign Breakout:Video Only: FinancialDisplay Only: Travel, Utilities & Public Sector
Source: comScore & .FOX Networks Study, UK, Q1 2010
Analysing Effectiveness Of Alternative Formats:Incremental Impressions After 5 Exposures More Valuable For Display
3.3%2.9%
4.3%
Video only
2.4%
3.8%
Display only
Absolute Percentage Point Lift in Site VisitationExposed Group vs. Control
15© comScore, Inc. Proprietary and Confidential.
1-5 exposures 6-9 exposures 10+ exposures
1.2%
2.4%
1-5 exposures 6-9 exposures 10+ exposures
Campaign Breakout:Video Only: FinancialDisplay Only: Travel, Utilities & Public Sector
Source: comScore & .FOX Networks Study, UK, Q1 2010
10.26%
17.33%
8%
10%
12%
14%
16%
18%
20%
Ad Unit Creativity Has A Huge Impact On Effectiveness
∆ 7.07 percentage points+69%
16© comScore, Inc. Proprietary and Confidential.
0%
2%
4%
6%
Low Dwell High Dwell
High-dwell campaigns saw an average lift of 17.33% in the reach of the advertiser’s site
between test and control groups, compared to 10.26% for low-dwell campaigns; creativity has led to a 69% increase in campaign effectiveness.
Source: comScore & .Microsoft Advertising
‘Dwell on Branding’, Europe, Q1 2010
11.86%
39.10%
15%
20%
25%
30%
35%
40%
45% Lift in Brand Search Term Reach
Even Higher Impact On Brand Recall Via Search
∆ 27.24 percentage points+230%
17© comScore, Inc. Proprietary and Confidential.
11.86%
0%
5%
10%
15%
Low Dwell High Dwell
High-dwell campaigns saw an average lift of 39.1% in the reach of brand search terms
between test and control groups, compared to under 12% for low-dwell campaigns; creativity has led to a 230% increase in campaign effectiveness.
Source: comScore & .Microsoft Advertising
‘Dwell on Branding’, Europe, Q1 2010
Summary
� Reporting campaign effectiveness on CTR alone fundamentally undervalues the role online display has in influencing consumer behaviour
� Effective campaign measurement considers the requirement of each advertiser brand and reports accordingly
� Proper reporting and use of data can help publishers justify appropriate display rates, and agencies and brands understand
18© comScore, Inc. Proprietary and Confidential.
appropriate display rates, and agencies and brands understand the real value they obtain
Thank You
19© comScore, Inc. Proprietary and Confidential.
For More information on comScore in Russia please contact:
Osnat Zaretskyozaretsky@comscore.com
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