measuring mobile ad effectiveness - gfk...© gfk 2016 | expert talk measuring mobile ad...
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1© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Measuring Mobile Ad EffectivenessKonstanze Fichtner
Gülsen Göreci
Cologne, 14th September 2016
2© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Why do
we want to
measure
mobile?
Full
evaluation of
Crossmedia
Campaigns
Mobile Ad
Effectiveness
3© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
crossmedia communication
Marketing today: Multi-channel, interactive and target group specific. Every
channel has to prove its contribution to overall campaign success
silo communication
integrated
Today
10 years ago
one-way
4© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Return on Investment
How do we define Ad Effectiveness? Emotional and Behavioral Return on
Investment
Emotional Behavioral(e.g. Brand Building,
Brand Relationships)
(e.g. Purchase,
Website Visits)
Efficient Optimization
Crossmedia
Campaign
5© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Return on Investment of crossmedia campaigns –
we show how the different channels contribute to this
+11%
+8%
+3%
+5%
Uplift
compared
to no
contact
+8%
+3%+4%
+6%
Uplift
compared
to no
contact
measurable measurable
? ?
Emotional Activation Behavioral Activation
Uplift Brand Image Short-term Sales Uplift
6© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Digital formats
require passive
contact measurement
How can
channel
impact be
measured?
7© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Survey
Technical
measurement
CHANNELSCHANNELS
How to measure Return on Investment?
We need ot measure ad contact first
Two possible ways…
8© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Opportunity to see indirect, stated
Audio Sound Matching technical
Technical measurement preferred: different approaches per channel
Cookie measurement technical
Cookie measurement technical
Ad Id technical
Opportunity to see indirect, statedTV
Online
Mobile
9© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Why is in-app
measurement
more difficult
than browser-
measurement?
A simple cookie
won‘t do…
10© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
…Multi-delivery environments (almost like different devices)
Measuring mobile Ad Contact…why cookie measurement doesn’t work
In-browser In-app
Two different situations
Cookies applicable Cookies not applicable
11© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
The solution for in-app ads: the unique ID allows us to identify advertising
exposure
Unique
Why the AdID is helpful…
Currently only way
to identify mobile
ad contact IDAdvertising
Data protection
conform
Can be deactivated
Yet, usage is still limited
Access depending
on data protection
agreement of the
App provider
Access may be
limited
Cooperation of app
provider required
!
12© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Matched to
respondent cookie
Exposure is
identified
through
a cookie and
tag approach
Matched to
respondent
advertising ID
Exposure is
identified
through
advertising IDs
Cross reference
to unify
exposure for
the individual
Combine
ad exposure
with
surveyed /
measured
brand KPI’s /
sales impact
Matching AdIDs: how it works…
A B C D E F
U
V
W
X
Y
In-browser
In-app
13© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
„Killer-Apps“ dominate usage: WhatsApp, Facebook
und YouTube Top 3 Smartphone Apps in Germany
Source: GfK Crossmedia Link Germany (typical month in 2014); Base: Multi-Screener 14+ // 14-29y (persons using desktop and smartphone )
Access to AdID is not allowed by every app…
AdID
matching
allowed
Cooperation
required
How people use their smartphones…
14© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
GfK sends anonymous
FBIDs of its panelistsFB sends anonymous
campaign contacts
GfK only receives information
on its panelists
Data protection first: we use a clean room to match the AdID
The Facebook Datalink: Linkage of campaign contacts with GfK purchase
data
Clean Room
Match of campaign contacts
Connecting FB ad data and
GfK Crossmedia Link in
secured surrounding
GfK Crossmedia Link PanelFacebook in-app ad contacts
15© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Median short-term Sales Uplift
Quelle: GfK Crossmedia Link, Werbewirkungsanalysen 2008-2015, Online Display: 38 Studien, Video: 26 Studien, Facebook 10 Studien
Creation rules: all channels show a big impact range –
Actual impact depends on the underlying creation!
42%
25%
Online Video Mobile
35%
Online Display Desktop
20%
142%
54%
Max. Uplift:
86%
113%
Min. Uplift: 0% 0% 0% 24%
Cookie
measurement
AdID Clean
room matching
16© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
But we are not fully there yet. Mobile Ad Effectiveness measurement in
progress…
Impact on Emotional Activation
What already works….
Impact on short
term Sales Uplift
Apps:
In-browser
measurement
Cooperating
provider Apps
Work in progress….
Implementation for studies in
access panels
Cooperation of app
providers is key to feasibility
17© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
How about
mobile?
We want to be
future proof.
Mobile
advertisement
is the future
18© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Share of average Online usage time in %
Source: GfK Crossmedia Link Germany (November 2015).
Base: Multi-Screener 14+ (persons using desktop and smartphone) Desktop / fixed line: @home
Smartphones are the most important device to go ‚online‘
while ‚online‘ means using apps (94% of usage time)
Desktop
6%
94%
Browser
App
68%
32%
Mobile
19© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
OVK / Mac Mobile Report 04/2015 – Nettovolumen Deutschland exkl. SEM
Mobile Ad Spending do not reflect high mobile internet usage yet –
Black Box: Mobile Ad Effectiveness
Spendings Online Display total
€ 1,581,000,000
Spendings Mobile: 8%€
20© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Share global Ad Spending in %
Source: ZenithOptimedia
Globally, mobile advertising is growing fast and is expected to outpace
TV and Print in 2018
40%
18%3%
17%
8%
7%
7%1%
2013
37%
20%
9%
13%
7%
7%7%
1%
34%
19%
19%
10%
5%
7%6%
1%
2015 2018
21© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
We keep on
going mobile…
Thank you!
22© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Your point of contacts
+49 911 395 3387
Director Communications & Digital
Konstanze Fichtner
+49 40 696 669 312
Senior Consultant Communications &
Digital
Gülsen Göreci
23© GfK 2016 | Expert Talk Measuring Mobile Ad Effectiveness | dmexco 14. & 15. September, Köln
Fragen?
LET`S MEET & TALK.
Konstanze Fichtner, Director Communications & Digital
Gülsen Göreci, Senior Consultant Communications & Digital