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Cross Media Analysis

Measuring Google Display Network (GDN) in the media mix

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Summary Set-up and Objectives

• Campaign objectives • Study objectives

• ROI model • Set-up research

Analysis

• Cost • Impact • Cost/effect

Outcomes & implications Appendix

Main content

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ROI Model

Summary

1 Google Display Network most efficient at driving visits to website (>15s). •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP.

2 TV reaches majority of population. Google Display Network has lowest cost/GRP. •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a

high effective reach.

3 Targeting quality to be increased by better definition of target audience. •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the quality of

targeting. •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior.

Main conclusions

Background

Industry Car Insurance AllSecur

Objective Increase sales, measured by increase in website visits to AllSecur domain with duration longer than 15 seconds

Research Type Cross Media: TV, Radio, Online (Display on Google and IMX)

Cost

Targeting

Impact

Cost/Effect

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TV most effective in driving website visits, Google Display Network most efficient

Impact Effectiveness Efficiency

KPI score on exposed group

KPI score on unexposed group

Impact x Reach Impact x Reach

Budget -

Site visit > 15 sec

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Set-up and objectives

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Campaign objective •  Drive visits to Allsecur website with a duration longer than 15 seconds

TV

Online

Commercial for claims support

Commercial for independent car insurance comparison

Campaign Objective & Creative Materials

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Study objectives Main Research questions

Research Questions TV, Radio & Online

•  How do cost per GRP/Impressions for TV, Radio and Online compare?

•  How do reach and (effective) frequency compare?

•  How much of the Radio and Online reach is unique?

•  How does targeting of Radio and Online compare to TV?

•  What is the impact of TV, Radio and Online on website visits?

•  How do cost/effect (ROI) for TV, Radio and Online compare in driving website visits ?

1 Online and off-line have different “languages”: how do we integrate towards one currency?

2 Online and off-line have different impact and cost: how do we compare them?

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ROI Model

Cost

Targeting

Impact

Cost/Effect

Efficiency consists of three components; (1) cost per contact, (2) % of waste generated (wrong target group or people not being in market for your product) and (3) impact caused by the format (each individual media type has a different impact per contact).

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Set-up Research

Week 1 2 3 4 5 6 7 8 9 10

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Onafhankelijke Vergelijker Schadecoach

TV

Radio

GDN Awareness

GDN Sales

GDN Awareness

GDN Sales

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Single Source Media Research

“Single source” measurement means that from each member of the panel we know the media consumption (TV, Radio and Online) as well as the website visitation behavior. This allows for a calculation of media impact on this metric.

TV

Online

Psychographic

Demo-graphic

Media

Visits to website

Personal

Radio

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Analysis 2: Cost

Cost

Targeting

Impact

Cost/Effect

Cost

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TV reaches majority of population, GDN has lowest cost/GRP

Budget allocation

Cost/GRP (indexed) Reach

12.0 48.5 16.5 9.7 Avg contact frequency

1154 4283 658 246 GRPs

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1+ Reach: TV reaches majority of population

Reach has been measured over the total half year period

Media type mentioned first

Media type mentioned second

Overlapping reach between both media

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3+ and 5+ Reach: At effective contact frequencies overlapping reach between media decreases

Left column: 3+ reach Right column: 5+ reach

Media type mentioned second

Overlapping reach between both media

Media type mentioned first

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Analysis 2: Impact

Cost

Targeting

Impact

Cost/Effect Targeting

Impact

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No uplift in website visits as a result of Radio contacts. TV +46% and GDN +36%. Site visit > 15 sec

Effects shown are without the influences of other media types, effects are single media effects

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Optimal frequency for TV is between 3 and 5 Optimal frequency for Online is between 5 and 8

Perc

enta

ge th

at s

tays

on

web

site

> 1

5 se

cond

s

Number of contacts with media

Radio

TV

Google Display

IMX Display

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Analysis 3: Cost/Effect (ROI)

Cost/Effect Cost/Effect

Cost

Targeting

Impact  Impact

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Calculation of effect and efficiency

Vision & Mission Impact =

Effectiveness =

Cost/Effect =

KPI score on exposed group

KPI score on unexposed group -

Impact x Reach

Impact x Reach ____________ Budget

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TV most effective in driving website visits, Google Display Network most efficient

Impact Effectiveness Efficiency

KPI score on exposed group

KPI score on unexposed group

Impact x Reach Impact x Reach

Budget -

Site visit > 15 sec

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Outcomes & Implications

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TV most effective in driving website visits, Google Display most efficient due to lower cost

Cost Radio Index:

4.5 Google Display Index: 14.0 IMX Index: 13.4

Targeting Radio Index: 1.5 Google Display Index: 1.2 IMX Index: 1.1

Impact Radio Index: 0

Google Display Index: 0.46 IMX Index: 0.31

Cost/Effect Radio Index: 0

Google Display Index: 7.8 IMX Index: 4.2

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Outcomes & implications

1 Google Display Network most efficient at driving visits to website (>15s). •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP.

2 TV reaches majority of population. Google Display Network has lowest cost/GRP. •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to

achieve a high effective reach.

3 Targeting quality to be increased by better definition of target audience. •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the

quality of targeting. •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying

behavior.

Note: Radio did not have an impact on website visits despite high reach and low cost/GRP. This study evaluated website visits as a direct response metric, however radio may have driven awareness which was outside the scope of the study.

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Appendix

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Profile of sample Education

District Demographic Situation