CUSTOMER CONVERSION JOURNEYSECTOR: MOBILE
Contents
• Background and methodology
• What we measured – Brands and their activity
• Results – Web site visitors and behaviour
• Results – Affect on online activity
• Results – Latency of display advertising
• Summary
BACKGROUND AND METHODOLOGY
Background
• The IAB wanted to investigate
→ The role all forms of online media play in the customer conversion journey
→ How online media work most efficiently when integrated
→ The non-linear nature of the customer journey and the way that different formats interact with each other on the journey in the build up to conversion
→ The real impact of display advertising on site visits and user behaviour
Methodology
• Nielsen NetView panel monitors activity of 40,000 representative UK internet users at home and work
• Software installed on panelists' PCs records their online activity – each URL visited and search made is recorded
• The online activity of two of the top five UK mobile brands is tagged to allow identification of those that have been exposed to the activity – for example online display advertising
• The two brands are identified as Brands ‘A’ and ‘B’ in the research results
• The URLs within the sites of the two brands are categorised into one of three areas – ‘general visit’, ‘obtaining a quote’ or ‘making a purchase’
• This enables us to answer two key questions
→ Which users were exposed to which elements of the online campaigns?
→ What activities users conducted during visits to the brands’ websites?
WHAT WE MEASURED – BRANDS AND THEIR ACTIVITY
Brand A Brand B
Period
Activity
Two months Two months
Display
Sponsored Search
Organic Search
Referrals incl. Affiliates
Display
Sponsored Search
Organic Search
Referrals incl. Affiliates
Sample Size 2,000+ 2,000+
What we measured – time periods, activity and sample size
Source: Nielsen NetView
RESULTS – WEB SITE VISITORS AND THEIR BEHAVIOUR
On average 3% visitors obtained a quote or purchased
Brand B
Brand AAverage of
Brands A & B
Visit – 96.7%
Quote/Purchase 3.4%
Source: Nielsen NetView – Average of two brands
Purchasers are more likely to have been exposed to activity
Total SiteVisitors
Quote/Purchase PagesVisitors
Exposed to activity
Total SiteVisitors
Quote/Purchase PagesVisitors
Brand A
Exposed to activity
77%
94%
Brand B
Exposed to activity
83%
91%Exposed to activity
Source: Nielsen NetView
1 6DAY
EX
PO
SU
RE
SE
AR
CH
T
ER
MS
Sponsored search
Brand Related Search
7
Display Direct
Display Exp: x2
8
Display Exp: x2
Brand Related Search
Display
QuoteQuote
Sponsored search
Purchase
Example user journey - one
Searches = Sponsored
Visit Quote Purchase
Source: Nielsen NetView
Example user journey - two
Searches = Sponsored
1 21 22 27DAY
EX
PO
SU
RE
Display DisplayExp: x 4
Sponsored Search
SE
AR
CH
T
ER
MS
Brand Related Search
Direct
Brand Related Search
Brand Related Search
38
Display
Organic search
Purchase
Quote
Quote
Visit Quote Purchase
Source: Nielsen NetView
Display more likely to drive first steps
Brand A
Brand B2nd
1st
2nd
3rd WW
WW
WW
WW
WW
WW
Display
Referral
Organic Click
Referral
Display
Sponsored Click
1st
2nd
3rd
2nd
3rd
Three Most Likely First Touch Points Three Most Likely Last Touch Points
Source: Nielsen NetView – Average of two brands, excluding direct visits without any prior exposure to activity
Average customer conversion journey across both brands
9.2 0.9 0.8
Display OrganicSearch
SponsoredSearch
+ + = Quote/Purchase(over 15.7 days)
Bra
nds
A a
ndB
Ave
rag
e
Source: Nielsen NetView, period from first event to first Quote / PurchaseNB: excludes journey’s that began with an organic click through
RESULTS – THE IMPACT OF ONLINE ACTIVITY ON USERS
14% 14%
33%
48%
17% 18%
45%
51%
Organic Search Sponsored Search Referral Display
Brand A Brand B
Source: Nielsen NetView
Exposure to different campaign elements – visitors
Quote/Purchase Pages
36%
45%
61% 62%
42%
27%
47%45%
Organic Search Sponsored Search Referral Display
Brand A Brand B
Exposure to different campaign elements – purchasers
Source: Nielsen NetView
Just Display
Combined exposure leads to purchase
Source: Nielsen NetView
Also used to Referrals
Just Display
Just Display
Also used Sponsored Search
Bra
nd A
Just Display
Also used Sponsored Search
Bra
nd B
Also used to Referrals
55%
53% 39%
31%
Purchasers
Purchasers
Also used to Referrals
Just Display
Just Display
85%
Also used Sponsored Search
Bra
nd A
Also used Sponsored Search
Bra
nd B
Also used to Referrals
67%
Just Display
78% 55%
Visitors
Visitors
Just Display
0
2
4
6
8
1 2 to 3 4 to 5 6 to 9 10+
Brand A
Brand B
Num
ber
of
Site
Vis
its
Relationship between display exposures and number visits
Site Visits per Exposed Person
Number of Display ExposuresSource: Nielsen NetView
RESULTS – THE LATENCY OF ONLINE DISPLAY ADVERTISING
of those exposed to the display
campaign went on to visit Brand A’s site post exposure
Brand A
9.7%
of those exposed to the display
campaign went on to visit Brand B’s site post exposure
Brand B
6.0%
Display advertising – how many people visit after exposure?
Source: Nielsen NetView, Average Display CTR = 0.18%, Source AdTech 2009
4%
23%
80%
5 seconds Same session Less than a week
31%Have not been exposed/ to conducted any Visit activity
Brand B
Base: Those that visited the brand site after exposure to display campaign
Brand A
1%
10%
63%
5 seconds Same session Less than a week
46%Have not been exposed/ to conducted any Visit activity
Display advertising - how long does it take exposed people to visit?
Source: Nielsen NetView
SUMMARY
Summary
£Online activity is workingIndividuals who get quotes/make purchases on websites are more likely to have been exposed to online advertising
The customer conversion journey is not a simple linear pathUsers come into contact with multiple campaign elements on multiple occasions
Different online elements work togetherThey play different roles at different stages of the journey – it’s not only the last step or click in the journey that matters
Display advertising performs better than is widely perceivedDisplay advertising has a positive latent effect – up to 46% of people that visit a web site a week after being exposed to a display advertisement have not been exposed to any other online elements
Click thru metrics may not be an adequate way of assessing the impact of display advertising Up to 9.7% of users exposed to display advertising will visit the advertisers website within one or two months – approximately 54 times the average click thru rate of 0.18%
www
Summary