smartclip AdEffectiveness · PDF filePurchasing behavior in 250,000+ households in 27 countries Conditions & ... Media Awareness – Pizza Hut Brut Advetising Expenditure of the Computer

Confidential & Proprietary Copyright © 2009 The Nielsen Company

smartclip AdEffectiveness Study 12 May to 30 June 2009


85 million retail product

transactions a year

Box office results from more than 50,000 movie

screens

85% of the world’s advertising spending

70% of global internet activity

Tested & optimized 90,000 new product

initiatives in 60 countries since 1977

Over 100,000 consumer interviews each year

Over 40% of global TV viewing

Purchasing behavior in 250,000+ households in

27 countries

Conditions & sales in

350,000+ stores in 30 countries

The Nielsen Company


TV or Internet, or indeed TV, or what?

• TV has been the foremost branding-medium for years, but:

... on average, TV viewers are older than 50!

• Internet users are exactly my target audience, but:

... Internet tends to be performance-oriented, and doesn’t deliver a holistic brand-building message like the medium of TV.

Is there a solution?

Decision Making of the Advertiser and the Agency

Goal: to reach the target audience with a “gripping” message


Emotional audio-visual message for the desired (younger) target audience!

Decision Making of the Advertiser and the Agency

Goal: to reach the target audience with a “gripping” message

The Solution: Moving Images on the Internet

- the best of both worlds -


• Based on a cross-medial campaign for a manufacturer of computer hardware, it will be studied how pre-roll and display ads differ in their effectiveness. To be studied are: – coverage and frequency – reaching of the desired target audience – effects upon brand awareness, advertising recall and image – evaluation of the advertising material – effects on use of the computer hardware manufacturer’s website

• Basis for the research is the Nielsen tag, which is built into all advertising material. This tag makes it possible to measure the advertising contact with the representative Nielsen NetView panel in order to analyze information on coverage and frequency, demographic data and the influence of the advertising materials on user behavior. In addition, the people who had contact with the advertising material (again measured by means of the tag) will repeatedly be surveyed in order to determine the branding effect. Topics include, for example, unsupported brand awareness, image, advertising recall, buying intention, etc.).

• This short presentation includes the most important results of the AdEffectiveness study.

Aims of the Study and Methodology


Details of the Campaign

• Advertiser: manufacturer of computer hardware

• Campaign: not specified

• Duration of the campaign: 12 May to 30 June 2009

• Target audience: men and women aged 20 to 49 years

• Ad impressions: 63 million, including 6 million pre-roll ads delivered via smartclip and 57 million display ads

• Four segments are differentiated for the study: - People who only had contact with display ads (display only), - People who only had contact with pre-roll ads (smartclip only), - People who saw both display and video advertising (display+smartclip) - and a group comprising all people who had contact with either display or video advertising.


The Most Important Results at a Glance

• Through pre-roll ads via smartclip, new people were reached throughout the entire campaign, thus increasing net coverage.

• The AdEffectiveness study shows that, despite a significantly lower frequency (on average two views), the pre-roll campaign led to significantly higher advertising recall and better image ratings.

• Furthermore, pre-roll ads were significantly more favorably judged and led to notably more positive associations than the display ads.


12/8/10

Campaign Delivery


Campaign Overlap in Millions of People

Active Universe: 46.73 million

Display Only: 8.04 million smartclip Only: 838 thousand

smartclip + Display: 626 thousand

Total smartclip: 1.46 million Total Display: 8.67 million


Coverage and Frequency of the Campaign

Total Campaign

Display Only smartclip Only Display + smartclip

Reach (%): 20.3% 17.2% 1.8% 1.3%

Reach (‘000): 9,506 8,042 838 626

Frequency: 5.2 5.4 2.2 7.0

Every fifth Internet user was confronted with the campaign. The coverage of the smartclip campaign was 3.1% - whereby slightly more than half of those people only saw video ads. The frequency of the smartclip ads was significantly lower than of the banners (2.1 versus 5.4).

Fallzahlen

Total Display smartclip Display only smartclip only Display + smartclip

4.412 4.050 727 3.685 362 365


Cumulative Coverage and Frequency

The high number of impressions at the beginning of the campaign led to the rapid achievement of average frequency and coverage. However, with smartclip new people were reached over the entire duration of the campaign.


Frequency by Number of Contacts

High net frequency and few doubled contacts: 70% of the people who saw a video ad with the smartclip placements had only one contact. 16% had two contacts and only 14% had three or more contacts.


Number of Contacts with Different Placements

96% of the people who saw an ad via a smartclip placement saw only one placement.


Target Audience Reached, by Age

The selected smartclip placements led particularly to contacts in the younger target audience aged 20 to 29 years.


Target Audience Reached, by Life Stage

Among the people who were only reached through the smartclip campaign there is a disproportionately higher number of young singles, families with older children and couples where the children have already left home. Over the entire campaign, above all singles and young, childless couples are overrepresented – and in particular, families with children over six years are underrepresented.


Campaign Delivery

• The average frequency of contact was the lowest among the smartclip only group, at 2.2 contacts. Among the display only group, frequency was 5.4 contacts. Frequency was highest in the display+smartclip group, at 7.0 contacts. • The pre-roll ad part of the campaign has a high net coverage with

relatively low frequency (70% of the people who were confronted with video ads had just one contact) – in this way, many new people were reached, even after a longer time. • The overlap of individual placements was very low with smartclip –

96% of the people who saw pre-roll ads saw only one placement. Here, the value for the display only group is 39%. • In particular, the target audience aged 20 to 29 years is reached very

well through the pre-roll ads.


12/8/10

Brand Impact Number of Interviews: 2065

Display only: n=996 smartclip only: n=707 Display+smartclip: n=363


Supported Online Advertising Recall – Computer Hardware Manufacturer – Segments

Which of the following brands have you seen online advertising for in the last 30 days?

The supported advertising recall for the computer hardware manufacturer’s brand was significantly higher among the people who saw the smartclip video ads than it was for the people who only saw banner advertisements. Advertising recall was at best among the people who saw both display and video advertising.

People who were confronted with 3 or more video ads and not with display ads (only 11%) had the significantly highest supported online advertising recall at 47%.


Supported Online Ad Recall – Computer Hardware Manufacturer – by Gender


The significantly highest supported online advertising recall was among men who saw both display and video advertising. Women generally had a lower ad recall level – here the video ads alone were almost as effective as the combination.


Supported Online Ad Recall – Computer Hardware Manufacturer – by Age Group


More than half of the 16 to 19 year olds and 45% of the 20 to 29 year olds who only had contact with the pre-roll ads remembered seeing online advertising for the computer hardware manufacturer. Within the target audience of 20 to 49 year olds, supported ad recall is significantly higher (38%) among people who saw pre-roll ads than it is among those who only saw display ads (27%).


Media Awareness – Pizza Hut

Brut Advetising Expenditure of the Computer Mardware

Manufacturer (12 May to 30 June 2009)

Where have you otherwise seen, heard or read advertising for the computer hardware manufacturer in the last 30 days?

The respondents who saw video ads or both video ads as well as display ads stated in significantly higher numbers that they had also seen advertising for the computer hardware manufacturer in other media. This could be a result of learned connections between moving image and TV.

Supported Ad Recall for Other Media – Computer Hardware Manufacturer – Segments


Ad Slogan Association by Segment

Which of the following brands makes use of the following message in their advertising?

The respondents who saw three or more pre-roll ads are most able to correctly associate the advertising slogan – even more often than the people who also saw TV advertising. In total, the pre-roll ads led to a significantly better recognition of the advertising message than display ads. The highest association in the target audience is found among those people who saw both online advertising forms, including the pre-roll ads.


Buying Intention by Segment

How likely is it that you would risk buying or using this brand?

The buying intention or intention to use the advertised product was not significantly influenced by the form of advertising. Only the “more likely” buying intention is significantly lower among the people who only saw display ads than among those who only saw video ads.


Example 1: “Offers the Highest Quality”

Please note how much you agree with the following statement by the Computer Hardware Manufacturer.

Men and people who saw the video advertising are significantly more often convinced of the quality of the product than women and people who only saw display advertising. Contact with additional advertising material on TV and in print also significantly increases approval.


Example 2: “Is Future-Oriented”

Please note how much you agree with the following statement by the Computer Hardware Manufacturer.

Respondents who saw the video advertising consider the computer hardware manufacturer to be considerably more future-oriented than respondents who only saw banner ads. The combination of display and video advertising results in equally high agreement as TV and print contact.


“Is a Leader in Technological Research”

Please note how much you agree with the following statement by Intel. .

Men and people who saw both display and video advertising are significantly more often totally in agreement with the statement about leading in technological research. Contact with additional advertising material on TV and in print also significantly increases agreement.


“Is Innovative”

Please note how much you agree with the following statement by Intel. .

Men and people who saw both display and video advertising are significantly more convinced of the innovativeness of the advertising client. Contact with advertising in print also significantly increases agreement.


“Delivers High-Perfomance Products”

Please note how much you agree with the following statement by Intel.

Men and people who saw both display and video advertising significantly more often agree with the statement that the advertising client has high-performance products than do those people who only saw display advertising. Contact with with additional advertising in other media also significantly increases agreement.


Image Statements

• Significantly higher agreement with image statements was achieved in the target audience aged 20 to 49 years than with younger and older respondents.

• The assessment of individual statements differs strongly according to gender – men asses computer hardware manufacturer regarding all of the statements considerably more favorably than women. These differences according to gender are hardly noticeable regarding competitors.

• People who saw both video and banner ads had a higher number of contacts than average (7.0 versus 5.2). However, the more positive assessment of the image of the computer hardware manufacturer can only only be due to this, as the average number of contacts among people who only saw video ads was, at 2.2, considerably less than the number of contacts with banner ads (5,4). Nevertheless, the people who saw video ads almost always assess the computer hardware manufacturer better than people with banner contact.

• With many statements, the combination of banners and videos resulted in equally good assessments as those resulting from TV advertising contact – yet at a much lower cost.

• In many cases, image could be enhanced through a combination of TV and pre-roll ads. This is also partially the case for the combination of print and pre-roll ads.


Advertising Message – Display vs. Pre-Roll Ads

Which of the statements listed below most relevant to the ad seen for the computer hardware manufacturer?

Respondents considered video ads to be far more memorable than display ads.


Attractiveness of the Advertising

The percentage of people who very much like the ads is considerably lower for banner ads than it is for pre-roll ads.

Please think of the banner ad shown for the computer hardware manufacturer: How much doe you like this ad in total?

?


Association with Video and Banner Ads

The video spot was very clearly described by all respondents as “entertaining” and “imaginative”. The banner was described by 29% of respondents as “boring” and “forgettable”. However, nearly as many found the banner to be “imaginative” (25%), “appealing” and “entertaining” (both 24%).

In the following list, click on the word that best describes the ad.


Brand Impact

• Supported online advertising recall significantly highest among the people who saw display as well as pre-roll ads , followed by those people who only saw pre-roll ads.

• This is despite the fact that the average number of advertising contacts was much lower for pre-roll ads.

• Among the other branches of media, supported advertising recall is higher for TV than it is for online (37% versus 31%, at a ten-times bigger budget), yet lower in other branches.

• When looking at the individual image statements, the computer hardware manufacturer was significantly more positively assessed based on pre-roll ads, and even more so based on the combination of pre-roll and display ads. The combination of both online advertising forms often achieves the same rate of positive assessment as TV and print.

• In combination with pre-roll ads, the effectiveness of TV spots and print ads can in many cases by increased by a number of percentage points.

• Pre-roll ads are considerably more positively assessed than banner ads and are considered more memorable by respondents.


12/8/10

Behavioral Impact


Visitors to the Website of the Computer Hardware Manufacturer

2% of the people who had contact with the entire online campaign also visited the website of the computer hardware manufacturer.

Fallzahlen

Display or smartclip

Post 123

Pre 40


Number of Ad Contacts Before Visiting

Only about a third of the people with advertising contact already went to the advertiser’s website after one contact – and after 2 or 3 contacts both around 10% respectively.


Time per Person (Minutes) at the Website

+35%

Visitors stayed considerably longer at the client’s website after one advertising contact than beforehand.

+5%


Development of Search Activities Before and After Advertising Contact

+137%

The number of individual searches for the brand increased strongly during the campaign in comparison with the time before.


Behavioral Impact

• After one advertising contact, the computer hardware manufacturer’s website was visited considerably more often than before. • The campaign increased the intensity of use of the website in total. • People who had advertising contact increased the number of

searches for the computer hardware manufacturer by more than double. That means visitors do not just go directly to the manufacturer’s website, but also later use search engines to inform themselves about the computer hardware manufacturer or to find the website. • Nearly all those who had advertising contact went to websites in the

field of Computers & Consumer Electronics in May or June – surely also to look into products from the computer hardware manufacturer on other websites.

Documents

smartclip AdEffectiveness · PDF filePurchasing behavior in 250,000+ households in 27 countries Conditions & ... Media Awareness – Pizza Hut Brut Advetising Expenditure of the Computer