RESEARCH OF THE ADVERIGO CAPTCHA EFFICIENCYbased on the ad campaign of Skype

“Skype makes us closer”

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Initial data

The purpose of research

Brand Lift indexes:

Reveal the efficiency of using ADVERIGO CAPTCHA as an advertisment tool via analisys of raising Brand Lift indexes in Skype, ad campaign.

• Awareness — extent to which a brand is recognized by potential customers, and is correctly associated with a particular product• Association — extent to which a brand is correctly associated with a particular marketing concept or campaign• Recall — remembrance of specific ad campaigns that have been heard, seen or otherwise experienced• Favorability — the preference of specific brands or value perception in a particular category• Intent — the intent to purchase from or participate with a particular brand

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Initial data

The selection:

100 respondentswere granted by OMI company http://www.omirussia.ru/

50users have entered the code in Adverigo CAPTCHA

50users have not entered the code in Adverigo CAPTCHA

30 720 000

320 000days

shows

inputs of CAPTCHA

Campaign settings

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Target audience

age

men and women martial status monthly income (RUB) per person, %

occupation type, %education, %

Initial data

1.2%4.1%

10.5%

11.6%

72.7%

5 001-10 000

10 001-15 000

15 001-20 000

15 001-20 000

20 001-30 000

30 001-45 000

45 001-60 000

27-3518-26 48% 52%

Not married

Marriedor live

together

Divorced,live separately

with spouse

up to 5 000 hard to answer

Incomplete secondary education

Secondary education

Intermediate professional training

Incomplete college

College graduate

Self-emloyed

Not-qualified worker

Qualified worker

Supervisor

Not graduated manager

Entrepreneur

Graduated professional

Middle manager

Executive officer

Unemployed

Household

Student

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Which of the following attributes does the Skype ad characterize the best in Adverigo CAPTCHA?

User attitude towards Adverigo Captcha toolResults of the research

How annoying the format of delivering information is?

62%

Simple

Сomprehensible

Catchy

Attractive

Creative

Aggresive

veryannoying

not annoying at all

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Results of the research

What did users remember in the Skype ad campaign in ADVERIGO CAPTCHA?

How do users remember the format of delivering infor-mation in the captcha?

How do users understand the format of delivering informa-tion in the captcha?

27%

15%

15%

The advertisment memorability in Adverigo Captcha tool

creative and actualcolor schemefeatures of Skype

76%60%

don’t rememeber at all

don’t understand at all

remember itvery well

understand itvery well

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Results of the research

The result of the campaign in ADVERIGO CAPTCHA

AWARENESS ASSOCIATION FAVORABILIT Y INTENT

Raising the Brand Lift indexes

44%

54%

+23%

49%

56%

+14%

23%

+61%

37%

27%

+81%

49%

understand itvery well

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Результаты исследования

Повышение показателя Awareness*

“Top-of-mind”knowledge

Spontaneousknowledge

Hintedknowledge

* Awareness — extent to which a brand is recognized by potential customers, and is correctly associated with a particular product

“Top-of-Mind” knowledge (the respondent called brand first without any hint)

Spontaneous knowledge (the respondent called brand without any hint)

Hinted knowledge (the respondent called brand using hint)

21% 24%

14%

44% 54% 95% 100%

23%

5%

without any shows in ADVERIGO CAPTCHA

there were showsin ADVERIGO CAPTCHA

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Results of the research

Raising the Association* index

What your general impression of Skype is?

* Association — extent to which a brand is correctly associated with a particular marketing concept or campaign

64%

63%

53%

43%

56%

52%

63%

47%

37%

46%

+23%

+13%

+16%

+22%

without any shows in ADVERIGO CAPTCHA

there were showsin ADVERIGO CAPTCHA

Comfortable

Popular

Recommended

For someone like me

Simple

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Results of the research

Raising the Favorability* index

Brand attitude(Net Promoter Score)

Depending on the score of the answer on Net Promoter question, we may highlight three types of users: • Promoters = 9/10 rate respondents• Neutrals = 7/8 rate respondents• Critics = 0/6 rate respondents

Net Promoter Score is calculated in percents as difference between Promoters and Critics. Positive NPS (> 0) generally is consid-ered as good.

* Favorability — the preference of specific brands or value perceptionin a particular category

23% 37%

61%

24%

25%

47%

18%

18%

55%

without any shows in ADVERIGO CAPTCHA

without any shows in ADVERIGO CAPTCHA

Critics

Neutrals

Promoters

there were showsin ADVERIGO CAPTCHA

there were showsin ADVERIGO CAPTCHA

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Results of the research

Rising the Intent* indexAre you planning to try Skype

in nearest future?

* Intent — the intent to purchase from or participate with a particular brand

11% 6% 8% 11% 28% 25% 27% 49% 26% 9%

Not planning at all

More nothan yes

More yes than no

Definitelyplanning

I don’t know

without any shows in ADVERIGO CAPTCHA

there were showsin ADVERIGO CAPTCHA

81%

45%65%

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ConclusionResearch shows that using ADVERIGO CAPTCHA tool had a great positive influence on Brand Lift indexes growth.

+23% +14% +61% +81%A W A R E N E S S

C T R(14 500 сlicks)

U N I Q U E C T R

A S S O C I AT I O N F A V O R A B I L I T Y I N T E N T

2.00% 3.68% Additional indexes ofSkype ad campaign efficiency:

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Контакты

Alexey Gradov CEO+7 (911) 724-23-32agradov@adverigo.com

Lesya Prus, Country Managerlesya.prus@gemius.com

Anna VladimirovaKey Account Manager+7 (906) 251 85 90anna.v@adverigo.com

Tamara VarginaSenior Digital Media Plannertamara.vargina@danempower.com