customer conversion journey sector: travel. contents background and methodology what we measured –...
TRANSCRIPT
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
• 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 three brands – BMI, British Airways, Virgin Atlantic and is tagged to allow identification of those that have been exposed to the activity – for example online display advertising
• The three brands are identified as Brands ‘A’, ‘B’ and ‘C’ in the research results – some details (e.g. sample size, visitor numbers) have been masked to preserve the anonymity of the brands
• The URLs within the sites of the three 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 – time periods, activity and sample size
Brand A Brand B Brand C
Period
Activity
One month Two months Two months
Display
Sponsored Search
Organic Search
Referrals incl. Affiliates
Display
Sponsored Search
Organic Search
Referrals incl. Affiliates
Display
Sponsored Search
Organic Search
Referrals incl. Affiliates
Sample Size 1,000+ 500 – 1,000 500 – 1,000
Source: Nielsen NetView
What we measured – levels of activity online and offline
Brand A
Brand B
Brand C
Display/Email
Paid SearchClick Thrus
OfflineActivity
Medium
Medium
Small
Large
Small
Medium
Large
Medium
Small
Source: Nielsen NetView & Nielsen NMR
An average of one in four visitors at least obtained a quote
Brand A
Average of Brands A, B & C
Quote - 25%
Brand B
Brand C
Purchase - 3%
Source: Nielsen NetView – Average of three brands
Visit - 72%
Purchasers are more likely to have been exposed to activity
Brand A
Total SiteVisitors
Quote/Purchase PagesVisitors
69%
78%
Exposed to activity
Exposed to activity
Brand B
Total SiteVisitors
Quote/Purchase PagesVisitors
Exposed to activity
Brand C
Total SiteVisitors
Quote/Purchase PagesVisitors
Exposed to activity
86% 69%
94%Exposed to activity
75%Exposed to activity
Source: Nielsen NetView
DAY
Direct
EX
PO
SU
RE
1 8 9 11 14
16 17 21 2518
15
DisplayDisplay
Display Direct
Purchase
DisplayExp: x9
Direct
Quote
DisplayExp: x4
DisplayExp: x6
DisplayExp: x3
DisplayExp: x3
Direct
Quote
Direct
Purchase
Direct
Quote
Example user journey - one
Visit Quote Purchase
Visit
Source: Nielsen NetView
Example user journey - two
1 3 15 16 43
Brand related search x 2
Display Direct
Visit
DAY
EX
PO
SU
RE
SE
AR
CH
T
ER
MS
Sponsored Click
Sponsored Click
Visit
Display Display
Quote
Visit Quote Purchase
Source: Nielsen NetView
Example user journey - three
1 22DAY
EX
PO
SU
RE
SE
AR
CH
T
ER
MS
DisplayExp: x4
Sponsored Click
Destination related search
29
Organic Click
Brand related search
Visit Visit
Direct
Purchase
Visit Quote Purchase
Source: Nielsen NetView
Display more likely to drive first steps
Three Most Likely First Touch Points Three Most Likely Last Touch Points
WW
WW
WW
WW
WW
Organic Click 1st
Sponsored Click 2nd
Display 3rd
Organic Click 1st
Sponsored Click 2nd
Referral 3rd
Source: Nielsen NetView – Average of three brands, excluding direct visits without any prior exposure to activity
Brand A
Brand B
Brand C
Average customer conversion journey across all three brands
3.1
Display Emails
+ + + =Quote/Purchase
(over 7.8 days)
Bra
nd A
, B
an
d C
ave
rage
Source: Nielsen NetView, period from first event to first Quote / PurchaseNB: excludes journey’s that began with an organic click through
0.2 0.7 1.0
OrganicClick
SponsoredClick
Purchasers use search in conjunction with display
Display Only
78%
Also used Sponsored Search
Bra
nd A
Display Only
Also used Sponsored Search
Bra
nd B
84%
Display Only
Also used Sponsored Search
Bra
nd C
74%
Also used Sponsored Search
Bra
nd A
Display Only
71%
Display Only
Also used Sponsored Search
Bra
nd B
65%
Also used Sponsored Search
Bra
nd C
Display Only
65%
Visitors Purchasers
Source: Nielsen NetView
Visitors Purchasers
Relationship between display exposures and number visits
Number of Display Exposures
Site Visits per Exposed Person
Num
ber
of
Site
Vis
its
Brand C
Brand A
Brand B
Source: Nielsen NetView
Display advertising – how many people visit after exposure?
of those exposed to the display
campaign went on to visit Brand A’s site post exposure
Brand A
6.7%
of those exposed to the display
campaign went on to visit Brand B’s site post exposure
Brand B
6.6%
of those exposed to the display
campaign went on to visit Brand C’s site post exposure
Brand C
3.4%
Source: Nielsen NetView, Average Display CTR = 0.18%, Source AdTech 2009
Display advertising – how long does it take exposed people to visit?
Brand A
40%Have not been exposed/ to conducted any other activity
12%Have not been exposed/ to
conducted any other activity
46%Have not been exposed/ to conducted any other activity
Brand C
5 Seconds Less than a weekSame session
Brand B
Less than a weekSame session5 Seconds
Source: Nielsen NetView
Summary
£ Online activity is working - Individuals who make purchases on websites are more likely to have been exposed to online advertising
The customer conversion journey is not a simple linear path – users come into contact with multiple campaign elements on multiple occasions – up to 9 display ads, 3 organic click thrus, 2 sponsored click thrus and 2 emails over a period of up to 7 days to make their 1st purchase
Different online elements work together – they play different roles at different stages of the journey – it’s not only the last step or click in the journey that matters
Source: Nielsen NetView
Summary
Display advertising performs better than is widely perceived – display 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
www
Click thru metrics may not be an adequate way of assessing the impact of display advertising – up to 6.7% of users exposed to display advertising will visit the advertisers website within one or two months – approximately 40 times the average click thru rate of 0.18%