Where’s the Real MoneyWhere’s the Real MoneyCharlie ChubetAssociate Media Director, MEC DigitalAnne HunterVP, Advertising Effectiveness, comScore Bethany R. MachManaging Director, Client Leadership, Mindshare New YorkPauline Malcolm-JohnEVP, Sales, Wee World

Charlie ChubetAssociate Media Director, MEC DigitalAnne HunterVP, Advertising Effectiveness, comScore Bethany R. MachManaging Director, Client Leadership, Mindshare New YorkPauline Malcolm-JohnEVP, Sales, Wee World

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Where’s the Beef?

When Money Moves to DigitalWhen Money Moves to DigitalcomScore, Anne HuntercomScore, Anne Hunter

Background• Last year comScore and ValueClick presented a paper to the ARF on

the impact of various media placement strategies in digital media• The goal of the research was to help marketers understand how to

allocate the money they were moving to digital and potentially provide a basis for a Market Mix Model for digital

• The response to the paper was overwhelming– Over 1,500 people downloaded it from the comScore site– Presented at the MIXX conference and IAB site

What We Learned

• Different strategies drove very different results• The best performing strategies changed from the short-term to long-

term• Retargeting drove both organic search and site visitations better than

all other online display buying strategies• When multiple strategies were used in concert, results were often

higher than when a single strategy was used alone

Using behavioral search and site visitation lifts using AdEffx ™ Action Lift™

Site Visitation Lifts By Media Placement Strategy Over 4 Weeks

Highest % Lift in Visitation within 1 week

1. Retargeting*

2. Audience

3. Efficiency*

4. RON*

5. Contextual

6. Premium

Highest % Lift in Visitation within 4 weeks

1. Retargeting*

2. Audience

3. Contextual

4. Premium

5. RON*

6. Efficiency*

*indicates strategy that is based on optimizing to site visitation*indicates strategy that is based on optimizing to site visitation

Insights Lead to Questions

• Do placement strategies work the same way when measured by attitudinal data?

• What are the effects outside of a single ad network?• How are different strategies affected by frequency?• Could frequency be the cause of the multiplier effect?

Clients asked us to continue the research

Methods• In order reflect current pricing and buying methods, 6,362 individual

placements which ran between April 2010 through March 2011 were used in the cost evaluation.

• All costs were normalized to a CPM basis.• Reach was determined using census tags placed on all ads in

combination with comScore’s 2 million worldwide person panel to create a unified person based reach calculation. 4,454 of the above placements were used to calculate the reach and frequency estimates using AdEffx™ Campaign Essentials™ .

Methods• 256 campaigns which included 4,454 individual placements which ran

between April 2010 through March 2011 were used in the attitudinal analysis with AdEffx™ Brand Survey Lift™.

• All campaigns had a brand focused objective and at least 15 distinct campaigns per strategy with most strategies averaging 62 studies per strategy. There were an average of 36,500 survey respondents per strategy.

• Altitudinal lift was calculated from in-flight survey responses. On scaled questions top two boxes out of seven were considered positive. comScore’s Smart Control™ methodology was used based on the difference between the base lifts and incremental lifts generated by exposure.

Placement Strategies Evaluated• Audience Targeted – ads placed run of site or run of network which were additionally targeted to

a specific demographic or behavior usually by cookie targeting• Context – ads which were placed in content relevant to the brand• High Impact* – ads which took over a high percentage of the viewers screen usually involving

sight, sound and motion such as home page takeover units• Retargeting – ads where were shown to people who had previously visited the marketer’s site• ROS and RON – ads placed either run of site or run of network which did not have any additional

targeting. They are often auto optimized via an ad server to the high converting audiences.• Sponsorship* – ads which surrounded premium content, usually in a permanent position and

implied support of the content*new to wave 2

New StrategiesThere is no standard definition for social or video so we looked to ads than ran on sites which define themselves as selling this type of media.Only brand ads were measured.

• Social – ads that ran on Facebook, LinkedIn and MySpace• Video – ads that ran on Brightroll, Hulu, YouTube and Tremor media

Measures Evaluated

• Ad Recall – did they remember seeing the measured brand ads

• Aided Awareness – were they aware of the measured brand when prompted

• Top of Mind Recall – when asked for the first brand they thought of, did they mention the measured brand

• Brand Favorability – did they think highly of the measured brand

• Intent to Recommend – would they recommend the measured brand to a friend

• Intent to Purchase – did they intend to buy the measured brand

Awareness Measures Impact Measures

Strategies Vary in Cost

Frequency Varies by Strategy

Example: Sponsorship Frequency Distribution Variance

Average frequency is 6.67, median

is 2.96

The More You Show Ads, The More People Are Aware of Them

Results significant at 90% confidence

But Not All Ad Strategies Generate the Same Awareness

The More You Show Ads, The More They Influence People

But generating lift in impact is much harder

than generating lift in awareness

Not All Ad Strategies Generate the Same Impact

Conclusions• Remarketing continues to be a highly effective strategy for awareness and impact

measures which is consistent with it’s earlier success in lifting Wave 1 behavioral measures

• RON and ROS advertising works well at generating awareness but viewers are not persuaded by the messaging, similar to the finding in wave 1 where effectiveness of RON wore off quickly.

• Social and Video work extremely well at generating awareness but not as well as generating impact

• Better managing frequency can drive greater results for the same dollar

Ideas reinforced and new learnings

Next Steps

• Correlate Behavioral effects from Wave 1 with attitudinal effects from Wave 2

• Link strategies to sales data with Wave 3• Evaluate effects by industry• Put input data into model to determine upstream behavioral and

attitudinal markers that predict sales based on spend by tactic

Build media planning model for digital strategies

The Agency Perspective• Translating• Applying Insights

Beth Mach, Managing Director, Client Leadership - Mindshare

Skintimate Case StudySkintimate Case StudyPauline Malcolm-John

EVP of Strategic Partnerships, WeeWorld, Inc.

Charles ChubetAssociate Media Director, MEC

Pauline Malcolm-John EVP of Strategic Partnerships, WeeWorld, Inc.

Charles ChubetAssociate Media Director, MEC

Skintimate Studios Campaign Overview:Objectives & Strategy

Strategy:• Seamlessly integrate Skintimate Studios

campaign into what teen girls come to do on WeeWorld every day

• Build mass engagement and entrants for the film contest

Objectives:• Drive awareness of Skintimate and

generate brand equity among F13-17• Drive participation for the Skintimate

Studios promotion

Why Social Game Integration?

Skintimate Brand Ambassadors

Hundreds of millions ofviral impressions

Hundreds of thousands of asset downloads

High Performing Media

Millions of paid impressions delivered

Out-performed industry average for CTR%

Socialize with Friends: Skintimate Studios World Takeover

58.9% of post

campaign survey

respondents said they

visited Skintimate

Studios World!

Double digit lift inbrand favorability and

purchase intent

iPhone – Skintimate In-App Distribution

First ever branded integration within

Avatar app on iTunes

Proven Cost Effective Engagement

** Based on EDI formula, Skintimate had 7.3 times more interaction (and higher quality) than an equivalent costing banner-only campaign

Equivalent Display Impressions = 7.3%**

**EDI Formula:(Engagement Events per Impression / CTR (standard media))multiplied by Weighted Impressions cost (banner eCPM/Social eCPM)

Discussion