Measuring Digital Advertising

03 SEPTEMBER, 2014MEASURING

DIGITAL

ADVERTISINGIn context of Vietnam

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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and

VietnamBusiness.TV

To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

44% INTERNET REACH AMONGST THE HIGHEST ANYWHERE

3

INTERNET NOW REPRESENTS A MAJORITY OF THE CONSUMING POPULATION

Source from Government Statistics, GroupM & Epinion Data

44%

NATIONAL

63%

URBAN

30%

RURAL

MAN OR WOMAN HIGH SCHOOL

AVERAGE PROFILE

5 MILLION

VND


EVENTUALLY WE ARE ALL GOING TO BE ONLINE

4

IRREVERSIBLE PROCESS

THOSE WHO HAVE IT ARE ALREADY THERE, WHO ARE MAKING IT, WILL EVENTUALLY GATHER HERE

44% REPRESENT

80% ASPIRATION

15% GROWTH YOY


MARKETERS HAVE RECOGNIZED THE OPPORTUNITY

SOURCE: STATISTA5

USD 32 Million at 20% growth YOY, compared to 7% growth in TV


NO LONGER A TV DOMINATED IMPACT

SOURCE: MILLWARD BROWN 6

Integrated media plan works best


UNIQUE ADVANTAGE NEEDING INTERACTIVE STRATEGIES

7

NON

INTERACTIVE

TRADITIONAL

MEDIA

INTERACTIVE

ONLINE


CONSUMER INTERACT THUS RESPOND SPONTANEOUSLY

8

In Vietnam, the most online chatter is about the mobile phone models

Large enough

represent consumers


CURRENT TECHNOLOGY CLEARLY SHOWS THE WOM ONLINE

9

These people lead in the way in achieving the Vietnamese prosperity, opinion makers

Are they studied in

detail?

Can they teach us

something new?


QUIZ

10

Largest digital advertiser (Category) Telecom

Largest digital advertiser (Brand) Mobifone

Vietnam Leading Content provider VNG

Vietnam Leading mobile services provider Viettel

Vietnam Social networking app in Trend Zalo

Vietnam Leading website Coccoc.com


11

THE MARKETING CHALLENGE

COMPLEX USAGE LANDSCAPE MAXIMIZE THE OPPORTUNITY EFFICIENT DELIVERY & IMPACT

REQUIRES NOT JUST SALES DRIVEN ONLINE ADVERTISING BUT

SUSTAINABLE BRAND BUILDING/MANAGEMENT


WHAT IS CURRENTLY BEING MEASURED?A SUCCESSFUL CAMPAIGN WILL DELIVER SUSTAINABLE BUSINESS THROUGH THE BRAND EFFECT IT IS ABLE TO CREATE

CTR

CPM

Impressions

Metrics

CPC

HOWEVER, EVERY CAMPAIGN DELIVERS SO MUCH MORE THAN JUST EXPOSURES


LIMITATION OF CLICK THROUGH

13

A click-through rate is a suitable measure for direct campaign as it directly correlates to the objective. However, brand building campaigns are cumulative in nature and there is no observed correlation between display ad clicks and longer-term brand building metrics

Numerous studies (including, for example, Dynamic Logic Market Norms) have demonstrated that exposure to online display ads generates awareness and interest in a brand, whether clicked on or not. Measurement that focuses on the click alone considers only a tiny fraction of the economic value of an online advertising campaign.

Direct Response Brand

Objective Drive immediate response Build brand effects

Measurement Click through rates Level of engagement


EMPIRICAL: CLICKS NOT CORRELATED WITH BRAND SUCCESS

14

CLICK RATES DON’T CORRELATE THE BRAND

SUCCESS MEASURES

NO CORRELATION BETWEEN ONLINE CLICK

THROUGH AND OFFLINE ROI


15

“Because of our direct response heritage (in the online advertising industry), we’ve toiled under the tyranny of the click for too long.”

RANDELL ROTHENBERG,

CEO,

Interactive Advertising Bureau US


WHAT REALLY NEEDS TO BE MEASURED?

16

A SUCCESSFUL CAMPAIGN WILL DELIVER SUSTAINABLE BUSINESS THROUGH THE BRAND EFFECT IT IS ABLE TO CREATE

Demographic details of exposed

Measuring in target group reach

Identifying the best publishers

AUDIENCE PROFILE

Identifying wastage

Campaign lift

Campaign Impact

Campaign Efficiency

IMPACT

Campaign ROI


ITS ALL IN THE METHODOLOGY

17

To have an online panel which can be monitored for exposure and impact. Make it representative

44%

NATIONAL

DRAW A SAMPLE

200 WEBSITES RUN

EPINION POP UP

40MN COLLECT DEMOGRAPHIC DATA• Gender

• Age

• Education

• Income

• Children

• Family members

• Employment

INTERNET PE/NETRATION

BY AGE

BY GENDER

MAKING IT REPRESENTATIVE

COOKIE TAGGED

INSTALL BROWSER

COOKIES

CAMPAIGN EFFECTIVENESS

• Campaign lifts

• Campaign ROI

• Campaign efficiency

• Campaign Impact

AUDIENCE PROFILE CAMPAIGN REACH

32% / 345.555People in target group reached

There are 2.369.781 persons in the project target group

2.500.000 total impressions were logged in the report period

The average trequency in the target group is 1.3

There has been delivered a total of 65 TRPs

FREQUENCY WEBSITE REACH

BRAND LIFT AFFINITY


HOW IT WORKSA tracking pixel is installed in a every ad online, which can identify the panel users and their demographics`

18

By applying sophisticated

technology our system registers

each ad impression and links it

to the background information

we have in our vast underlying

panel. This enables us to

measure what target audience

the ad meets. And, for

example, how many

impressions there were in a

specific target group.


REACH AND FREQUENCY

19

Calculated through weights and sampling for representing online audience

Profiling the audience

Age, gender, income, education etc

In-target impressions were only 30%

of the total delivered

Nearly 70% the impressions were

wasted

So what if this campaign reached 22

million impressions?


CAMPAIGN EFFECTIVENESS MEASUREMENT

20

Target group size

in population

Reach in

target group

Incremental

Reach to TV

TRP

delivered

Persons lifted

by campaign

3,429,541 19.0% 65,000 people 70 69,160

CAMPAIGN BRAND LIFTS

EXPOSEDNOT

EXPOSEDEFFECTS

Campaign awareness 50% 41% 9%

Brand awareness 78% 70% 8%

Consideration 63% 56% 7%

CAMPAIGN AWARENESS

BRAND AWARENESS

CONSIDERATIONVisit VietnamBusiness.TV

for business videos, news & research

MEASURE PERFORMANCE: CREATIVE AND BRAND

A STUDY BY NEILSEN, SHOWED THAT THE EFFECT IS MUCH BETTER WHEN TV IS SUPPORTED BY ONLINE

Source: AC Neilsen

DECOMPOSE THE EFFECTS OF THE CAMPAIGN, INDIVIDUAL AND COMBINED

56%

42%35%

25%

46%

28%21%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

General Recall Brand Recall Message Recall Likeability

TV + Online Exposed TV Only Exposed

+22%

+50%+67%

+67%

30 CAMPAIGN ANALYSIS


MIRCROSOFT’S DWELL: IMPRESSIONS X TIME SPENT

22

SEARCH UPLIFT

12%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lowengagement ad

Hightengagement ad

BEING ABLE TO MAKE THE CONSUMER SPEND TIME ON YOUR CONTENT, TAKING IN A WIDE ARRAY OF IMPRESSIONS

SITE VISITS ENGAGEMENT

Unlike television advertising, when it comes to online, interactive and responsive can be taken a whole new level, not possible for TV. A wide array of information and impressions are formed during the process

There is strong correlation between how much do people engage with digital advertising and search behavior

3X

10%17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lowengagement ad

Hightengagement ad

+83 points

+125 points

0

20

40

60

80

100

120

140

Low engagementad

Hightengagement ad

PO

INT

S

Source: Microsoft-comScore study on engagement effectiveness

+70%

20 CAMPAIGN ANALYSIS


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23


This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and

VietnamBusiness.TV

To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV