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January 2012CASE STUDY
CAREFREE Image Campaignmeasuring its online advertising
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About Carefree Brand and its campaign
from May 17th 2011 to June 26th 2011
teenage girls
onlineTG
Media
Duration
Context:
CAREFREE® participates in Johnson & Johnson Family of Consumer Companies' Brands. CAREFREE® has been a feminine hygiene brand for over three decades, offering a full line of products to help women feel fresh and confident. Carefree Image Campaign was an online campaign. Video banners advertising the Carefree products were placed on the six selected Lithuanian websites. The main purpose of the measurement of the campaign was the verifcation of the direct impact of the campaign on its viewers. An important part of the study was to get information on how video banners advertising Carefree products attracted the internet audience.
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Campaign Results
Carefree Image Campaign
Context:
We have used this type of banner for the first time, it has several interaction inside, therefore it was important to know as much as possible about it’s performance. We are very happy about exceptionally good campaign results and about opportunity to evaluate them.Inga Rizgelyte - Account Director at Mindshare Lithuania
In order to give a full overview of the campaign results, it was measured by two Gemius tools: agency adserver - gemiusDirectEffect and video analytics - gemiusStream.
The results of the campaign were exceptionally good, beyond expectations, according to media agency (Mindshare Lithuania).
gemiusStream gave us an opportunity to see how users navigates through banners. On the other hand, with gemiusDirectEffect2 we could see the campaign statistics of real users, which currently is not offered by any other company. Daiva Pacyno - Digital Manager at Mindshare Baltics
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Carefree Video
Carefree Video – 3 banner formats
After watching the introductory video, the viewer is asked whether he/she feels fresh
Near the end of the video the campaign's motto is displayed: “Carefree - feel the morning freshness for the whole day!”
action
Do you feel fresh? Yes No
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Objectives
RESEARCHOBJECTIVES
How many users watched the videos
till the end?
How did the campaign reach accumulate over consecutive
days?
How did internet users interact with banners?
What was the effectiveness of particular placements and banners
(UCTR ratio)?
How many videos did the internet users start to
watch?
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Solutions
gemiusDirectEffect
Measuring the delivery, instant response, delayed
response - post view, actions, target page conversions.
gemiusStream
Measuring completed materials out of all views and providing
data concerning actions (starting/finishing)
MEASURING MULTIMEDIA
CAMPAIGN TRACKING
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What were the campaign’s essential statistics?
the total number of cookie ad clicks 53 693
the total number of cookie ad impressions 4,5 million
UCTR ratio 4,81%
CTR ratio 1,20%
gemiusDirectEffect
the percentage share of the number of completed materials to the number of views
43,2%the number of views per visitor (cookie) 2,8
the number of completed materials per visitor (cookie)
1,2
gemiusStream (250x250 format)
the number of Real Users inMAY 2011 206
010JUNE 2011 267
182
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1 Measuring campaign effects
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7,93%
7,58%
4,86%
4,33%
4,25%
2,53%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9%
www.cha.lt
www.tv3.lt
ad.reach
www.panele.lt
www.one.lt
www.demotyvacija.lt
Which placements won the largest UCTR?
It seems that the campaign reached its target group. Advertisements displayed on www.cha.lt, which features funny content and is mostly dedicated to young people was the most effective. However, internet fans of Lithuanian television - TV3 were also interested in Carefree videos and clicked far more often on the banners than the rest of the campaign’s audience.The chart represents only those placements for which the number of clicks was greater than zero.
Source: gemiusDirectEffect 17.05.2011 - 26.06.2011
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The highest UCTR ratio was recorded for
250x250 creative format.
6,14% of users (cookies) who were exposed to this ad clicked on the creative.
6,14%
4,25%
3,31%
0% 1% 2% 3% 4% 5% 6% 7%
250x250
210x300
300x250
Which formats were the most effective?
The chart represents only those creatives for which the number of clicks was greater than zero.
Source: gemiusDirectEffect 17.05.2011 - 26.06.2011
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The most popular interaction path (->250x250 Play) was made by 23% unique users. The second most
popular interaction path (->250x250 Play->250x250 Yes-> 250x250 Click Here) was made by
16% of unique users.
What are the most popular interaction paths of the 250x250 format?
Play
Play
Play
Yes Click Here
No
23%
16%
10%
Source: gemiusDirectEffect 17.05.2011 - 26.06.2011
1
2
3
Top 3:
interactingusers (cookies)
interactingusers (cookies)
interactingusers (cookies)
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Which interactions of the 250x250 format were the most popular?
20 280 (95%)interacting users (cookies)
clicked Play
11 193 (52%)interacting users (cookies)
clicked Yes
10 218 (48%)interacting users (cookies)
clicked No
1 2 3
Source: gemiusDirectEffect 17.05.2011 - 26.06.2011
Top 3:
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95%
5%
Post-click actions
Post-view actions
Actions performed by users (cookies) during the campaign
Source: gemiusDirectEffect 17.05.2011 - 26.06.2011
Load of this frame
What are actions?
Click on "Play" button
What are clicks?
Over 18 thousand of users saw the campaign motto “Carefree - feel the morning freshness for the whole day!” presented at the end of the video. Almost All of them reached it after clicking the “Play” button visible on the banner.
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How many users (cookies) had contact with the campaign?- distribution by days
The cookie accumulation was increasing gradually throughout the analyzed period. The two days with a noticeably high number of users (cookies) were:
May, 30th - on that day some new websites joined the campaign,
June, 13th– on that day high number of impressions on ”www.demotyvacija.lt” had an impact on the results for the whole campaign.
The chart only shows part of the campaign period (24.05-19.06.2011). Source: gemiusDirectEffect 17.05.2011 - 26.06.2011
0
100 000
200 000
300 000
400 000
500 000
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800 000
900 000
1 000 000
0
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60 000
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120 000
UCo
okie
s (Ac
cum
ulati
on)
UCo
okie
s
Old UCookies New UCookies UCookies (Accumulation)
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2 Measuring multimedia content (statistics concern the 250x250 creative format)
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How long did the viewers watch the video?
2,8 views per visitor (cookie)
1,2 completed materials per visitor (cookie)
43,2% completed materials out of all views
Source: gemiusStream 23.05.2011 - 26.06.2011
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How long did the viewers watch the video?- distribution by days
Source: gemiusStream 23.05.2011 - 26.06.2011
The chart shows one week (30.05-05.06.2011) of the campaign period.
The Carefree video seemed to be really involving - Almost half of the watched materials were watched completely
(43,2%), which is an impressive result.
0,0
0,5
1,0
1,5
2,0
2,5
3,0
39%
40%
41%
42%
43%
44%
45%
46%
47%
48%
2011.05.30 2011.05.31 2011.06.01 2011.06.02 2011.06.03 2011.06.04 2011.06.05
percentage share of completed materials per views
views per visitor (cookie)
completed materials per visitor (cookie)
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The campaign viewers belonged rather to night owls - The largest share of
completed materials per views occurred between 1:00 AM and 2:00 AM (63%) .
0,0
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percentage share of completed materials per views
views per visitor (cookie)
completed materials per visitor (cookie)
How long did the viewers watch the video?- distribution by hours
Source: gemiusStream 23.05.2011 - 26.06.2011
The chart shows one day (2011.06.04) of the campaign period.
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Yes vs. No - How high is the views share?
Source: gemiusStream 23.05.2011 - 26.06.2011
The chart shows one week (30.05-05.06.2011) of the campaign period.
In the given week:
35% of views occurred on the No video24% of views occurred on the Yes video41% of views did not reach the Yes or No video
Yes/No
Do you feel fresh?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011.05.30 2011.05.31 2011.06.01 2011.06.02 2011.06.03 2011.06.04 2011.06.05
No video Yes video selection stage not reached
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3 Definitions and Methodology
vs.
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Definitions
• Cookie user – a user, whose browser accepts third-party cookie files.
• Unique cookies [UCookies] – the number of cookie users, who performed at least one impression.
• Real users [RU] – the number of people (based on calculations of gemiusAudience research), who performed at least one impression.
• Impressions [Imp] – the number of ad deliveries, measured at the end of creative code execution.
• Clicks [Clicks] – the number of clicks on an advertisement.
• Click-through rate [CTR] – the ratio of clicks and impressions, expressed as a percentage.
• Unique CTR [UCTR] – the ratio of clicking users and unique cookies, expressed as a percentage.
• Interactions [Iact] – the number of events, which were defined for a creative as interactions. The most
• common example of an interaction is the expansion of a creative.
• Unique interactions [UIact] – the number of cookie users, who performed at least one cookie interaction.
• Actions [Actions] – the number of action page views, performed by cookie users after exposure to the relevant ad.
• Visitor (cookie) – the number of users who played at least one item from a Material Group within a particular time interval.
• Views – number of started runs. The number of displays defines the advertising potential of a material in the context of pre-roll advertisements. A run is a sequence of streams which starts with loading of a material into a player and finishes with a user's action leading either to closure or reload of the material by the player.
• Completed materials – total number of completed materials performed within a Material Group in a defined time interval. By definition, a Completed Material takes place only in time interval in which it has been completed.
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About the products
• Agency adserver
• Researches the direct response to your online advertising campaign and directly measures the internet user’s behavior .
• Uses the Cookie technology to define individual users (cookies) and is based on tracking scripts, embedded in the codes of the campaign's creative, are responsible for monitoring impressions and clicks on the creative .
• Summary Reports (Periodic Reporting on a Campaign,Post-buy Report for a Campaign, Comparison of Campaigns) as well as Reach Reports (Analyzing Benchmarks).
• The real-time statistics are available via the multitasking interface. With the interface you can manage your campaign and gain information about the number of impressions and clicks on the advertisement as well as the number of users (cookies) and Real Users whom the campaign reached and who directly responded to the campaign.
• Video analytics
• Gives a thorough insight into the behaviour of users who view multimedia content (audio and video) on the internet.
• Uses information about users (derived from cookies) viewing multimedia materials as well as data concerning actions (such as rewinding/fast-forwarding, staring/finishing or pausing) performed to the files while they were played on the appropriate applications (players).
• Basic metrics in offline reports on the monthly basis
• The statistics are computed immediately upon their arrival at the processing modules and are then presented via the interface. With the interface, client can perform a range of flexible and complex analyses for particular items or categories of content broken down into different time units (hours, days weeks, months).
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Benefits
• Get a full overview of your campaign’s performance
• Check if you spend your ad budgets effectively
• Find proper media buying models for your products and services
• Track the action paths and detect where your users drop out (lose interest)
• Optimize your creatives and landing pages
• Increase the advertising potential of multimedia players placed on the website
• Provide advertisers with hard data about the performance of in-stream video ads
• Identify preferences of the internet users visiting the website and thereby optimize presented multimedia contents
• Study the influence of changes in localization of particular multimedia files on the level of users’ interest
• Access information about demographic profile of the users
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About Gemius
Gemius is an international research agency, the leader and forerunner in the field of research of the internet and on the internet in Europe and in the Middle East. Originating in Poland, Gemius has expanded across the EMEA region and is now currently operating on thirty markets.
The company is the pioneer of the full hybrid methodology for online audience measurement, integrating both consumer panels and advanced site-centric research, giving media planners highly credible results (gemiusAudience). It also offers professional research solutions, analytical and advisory services, from site-centric and user-centric studies to technologically-advanced tools for studying internet user behaviour on chosen websites (gemiusTraffic), internet user socio-demographic profiles (gemiusProfile), the quality of WWW page usage (gemiusUsability) and the effectiveness of internet advertising campaigns (gemiusEffect). Gemius also conducts research related to subjects submitted by customers (gemiusAdHoc). Apart from the above-mentioned research services, Gemius offers studies on the behaviour of users who view online multimedia content (gemiusStream) and a research tool for immediate measurement and presentation of all clicks made by internet users on a website (gemiusHeatMap).
Media houses <<MediaCom, Mediaedge:cia, MindShare, OMD,
Starcom Next, Universal McCann
Media <<NASPERS, MSN, Axel Springer, Edipresse
Financial industry <<Fortis Bank, Raiffeisen, Santander, Allianz,
AVIVA, ING
FMCG <<Danone, Unilever
Car industry <<Renault, Skoda, Suzuki
Telecommunication <<Deutsche Telekom, Vodafone
Some of our Clients:
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Contact:
Gemius SA7 Woloska StreetWarsaw 02-675 Poland
Phone no. +48 22 390 90 90Fax no. +48 22 874 41 01
Marta KlepkaInternational Marketing [email protected]
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Join us @
Facebook.com/GemiusGroup
Twitter.com/Gemius
Slideshare.net/Gemius_com
YouTube.com/WwwGemiusCom
