Download - Measuring ROI of Digital
Measuring ROI of Digital
Paid and Earned are colliding
Evian Campaign: Reach
703
923
1,276
Exposed to YT
Paid for Ad
Exposed to YT
Paid for Ad +
Watch Pages
Exposed to YT
Paid for Ad +
Watch Pages +
Video
000s230%
76%
140%
Average Time
Spent with
Brand
Audience
Reach
Online GRPs
Total Campaign vs Paid For
Percentage of those Exposed to Paid for Ad who
visited ‘Evian’
3.4%
Percentage of those Exposed to Total Campaign who visited
‘Evian’
5.4%
Click To Exposure
Need to go beyond Reach and Frequency…
…to consider Branding and Sales Impact of a campaign
Ask
AdE Surveys
Listen
BuzzMetrics
Measure
Net Effect
How can we measure all of this?
Tagging for Campaign Measurement
For example campaign analysis for GHD
• Campaign Dates:
1st – 31st December
• Campaign Objectives:
Drive brand awareness and
response at a key sales period
• Target Audiences:
Women aged 20-40
• Ad Impressions:
52 million
• Sites:
Pop Bitch, Conde Nast, Glam
Media, MySpace, Bebo, You
Tube, Yahoo, MSN, Drive PM
Campaign Delivery Report
Surveying Brand Attitudes
Exposed Control
Isolate uplift across key brand equity metrics
Pantene
Aussie
H&S
Dove
Herbal
Essence
Key Brand Equity Metrics
Brand Awareness
- Brand recall
- Brand favorability
Execution Diagnostics
- Message recognition
- brand linkage
Purchase Intent
- Consideration set
- likelihood to purchase
Haircare brand in Taiwan
Haircare brand in Taiwan
Traffic light scorecard to show what’s working and what’s not
∆ Delta
Brand Metrics Prompted Awareness +4.5%
Purchase Consideration -2.0%
Brand Favorability -1.2%
Purchase Intent +2.2%
Brand Recommendation +4.1%
Ad Metrics Debranded Ad Recall -5.5%
Brand Cut-Through -1.2%
Ad Perception +0.8%
Understand Cross-Media Effectiveness
Step 1 : Identify the groups we want to compare:
Exposure on TV onlyExposure on Web only ExposureOn TV +
Web
Didn’t see advertising
Understand Cross-Media Effectiveness
35
39 39
48
52
0
10
20
30
40
50
60
TV Only TV + Standard
Display Only
TV + Rich Media
Only
TV + Video Only TV + Display +
RM + Video
Source: Nielsen IAG, A18+, 11.18.09 – 03.14.10; Based on online ad exposure in 30 days prior to TV ad exposure.. Telco advertiser
Step 4 : Understand the incremental impact of Online ad formats:
Understand Cross-Media EffectivenessStep 5 : Understand how combined media drives individual measures:
52
35
29
17
44
26
19
13
0
10
20
30
40
50
60
TV Ad General Recall TV Ad Brand Recall TV Ad Message Recall TV Ad Likeability
TV + Premium Online Video
TV Only
+18%
+35%+53%
+31%
Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09; TV + Premium Online Video Total Exposed Sample Size = 1,068. TV + Premium Online Video exposure group include those viewers who were exposed to same brand/product ad in Premium Online Video in 7-day period prior to TV ad exposure.Note: Primetime TV data based only time period(s) where impressions were also being delivered on measured Premium Online Video for same brand/product. All metrics are significantly higher for TV+Premium Online Video exposure group at 90% confidence.
Listening to Consumer Opinion
Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
Moving beyond asking to listening
78%
63%
61%
60%
56%
56%
54%
49%
49%
38%
34%
26%
18%
Recommendations from consumers
Newspapers
Consumer opinions posted online
Brand Websites
Magazines
TV
Radio
Email I signed up for
Brand sponsorships
Ads before movies
Search engine ads
Online banner ads
Text ads on mobile phones
Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
Moving beyond asking to listening
Conversations amplify campaign effectiveness
of online
discussion
mentions brands
“This product made my hair
frizzy, dry and worst of all, led to...HAIR LOSS! Totally not worth it. I will go back to my old shampoo and conditioner.”
“I love this shampoo. I went through a phase in my life where I dyed my hair every color under
the sun. This caused my hair to become dry and damaged. No matter what product I used nothing helped. Then this beauty came into my life and my hair is wonderful! I suggest
this to anyone with dryness, split ends, or frizz.”
26%
Need to Listen to know if it’s good or bad
23
SOURCE: NM Incite
Large increase in intent
No increase in intent
Less positive buzz More positive buzz
Difference in
intent between exposed
and control
Net sentiment
Net sentiment and change in purchase intent from buzz exposure (case example)
A
B
D
C
E
Brand A had a 15%
lift in purchase
intent vs. 3% for
Brand E
As sentiment can effect purchase intent
Online word-of-mouth influence on
purchases (European example)
% of sales influenced
Word-of-mouth is
the primary factor
behind
of all
purchasing
decisions
Electronics and
computer equipment
Beauty care and
clothes
Finance
products/services
Telecom services
Travel &
Entertainment
And Sales….
SOURCE: NM Incite
Sustainability
Health
BuzzMetricsListening
Fit well
More comfortable
Healthier
Cost effective
Environmentally friendly
SurveyAsking
Cloth Diapers Attributes(% Agree Strongly)
Value
Natural Parenting
And you can uncover some unexpected takeouts of your campaign
BuzzMetrics uses Nielsen’s technology & market research expertise to measure social media
SocialNetworking
BoardsForums
Blogs
Internal Data
Usenet/Groups
Measuring Impact on Sales
Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
Moving beyond asking to listening
Page 28
How Does NetEffect Measure the Offline Sales Impact and Campaign ROI?
Avg. Brand $ Purchased - Exposed Group
$2.27Exposed Sample
Control Sample
Avg. Brand $ Purchased - Control Group
$2.01
+13%
Page 29
Category Dollar Trend
0
1
2
3
4
5
6
Feb
'08
Mar
'08
Apr
'08
May
'08
Jun
'08
Jul
'08
Aug
'08
Sep
'08
Oct
'08
Nov
'08
Dec
'08
Jan
'09
Feb
'09
Mar
'09
Apr
'09
May
'09
Jun
'09
Month
$ p
er
Mem
ber
HH
Control Group Exposed Group
Campaign Starts Campaign Ends
Page 30
Brand A Cartridges Dollar Trend
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
Feb
'08
Mar
'08
Apr
'08
May
'08
Jun
'08
Jul
'08
Aug
'08
Sep
'08
Oct
'08
Nov
'08
Dec
'08
Jan
'09
Feb
'09
Mar
'09
Apr
'09
May
'09
Jun
'09
Month
$ p
er
Mem
ber
HH
Control Group Exposed Group
Campaign Starts Campaign Ends
Page 31
Sales Impact – Dollar PurchasesJanuary 21, 2009 - June 30, 2009
• Households in the Exposed group purchased significantly more Brand A Cartridges and more Brand A Total than those than those in the Unexposed group.
(Average Dollar purchase per panel = total dollars divided by # households per panel (includes non-buyers))** Directional ***Significant at 90% Level
Point Difference:
Percent Difference:
Significance level:
$5.12 $5.44
Brand A Cartridges
Unexposed (Control) Exposed (Test)
+$0.32+6%
90%***
$5.70$6.15
Brand A Total
+$0.45+8%
87%**
Page 32
Sales Impact – Purchase FrequencyJanuary 21, 2009 - June 30, 2009
• Exposure to the campaign created more frequent purchasing of Brand A Cartridges and Brand A Total. The results were significant for Brand A Cartridges and directional for Brand A Total. Heightened occasions contributed to the impact seen in buying rate for both items.
(Average number of product purchase occasions among buying households)** Directional ***Significant at 90% Level
Point Difference:
Percent Difference:
Significance level:
2.31 2.40
Brand A Cartridges
Unexposed (Control) Exposed (Test)
+0.09+4%
97%***
2.38 2.46
Brand A Total
+0.06+2%
70%**
Page 33
-5.0%
-4.0%
-3.0%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
Brand A Brand B Brand C Brand D Brand E Brand F
Exposed -
Unexposed
difference in share
• Exposed consumers were making Brand A brands a larger part of their Razor Blades/Cartridges purchase mix when compared to those not exposed. Exposed consumers also reduced the share previously given to Brand C.
Test period vs. Match period
(Late Jan 09 – May 09 vs. Jan 08– Late Jan 09)
Difference in Percent change within Razor Blades/Cartridges Dollar shares
Page 34
• Households exposed to the online advertising bought more of Brand A Cartridges and Brand A Total products than households that were not exposed
–Sales lift was driven by buyers purchasing greater amounts more often
• The short term projected incremental dollar impact of the campaign to the Brand A business was almost $1.6MM
–The vast majority of the gain (approximately $1.1MM) was due to Brand A Cartridges
Program Result Summary