The Digital Blind Spot

MONIQUE CLAASSEN - @MONIQUELEECH

The pursuit of perfect digital adverting effectiveness measurement

MY JOURNEY STARTS HERE

MONIQUE CLAASSEN - @MONIQUELEECH

3

THE GOOD OLD DAYSRESPECT YOUR PARENTS, THEY COMPLETED HIGH SCHOOL WITHOUT

GOOGLE OR WIKIPEDIA

Monique Claassen - @MoniqueLeech

REMEMBER THIS?

Monique Claassen - @MoniqueLeech

THE BIG PROMISE OF REAL

MEASUREABLE MEDIAMonique Claassen - @MoniqueLeech

CTR(Click Through

Rate)

MONIQUE CLAASSEN - @MONIQUELEECH

NO CORRELATION BETWEEN CTR & BRAND IMPACT….

Source: “Can Rich Media Metrics Predict Brand Impact?” by Ken Mallon (Dynamic Logic) and Rick Bruner (Google)Monique Claassen - @MoniqueLeech

Engagement!Shares, Likes, Views

MONIQUE CLAASSEN - @MONIQUELEECH

FACEBOOK INTERACTION RATES FOR TOP 20 BRAND PAGES IN SOUTH AFRICA IS BETWEEN 5-15%

Source: http://themediaonline.co.za/2015/02/south-africas-best-loved-brand-facebook-pages-are/Monique Claassen - @MoniqueLeech

Lesson 1:Not

everything that can be

counted, should count

Monique Claassen - @MoniqueLeech

More sophisticated measures

ONLINE BEHAVIOUR – AND VIEWABILITY

MONIQUE CLAASSEN - @MONIQUELEECH

WHAT DID CONSUMERS DO AFTER BEING EXPOSED TO A DIGITAL AD?

Exposed to advertising

Searched for a brand on-line

Visited the brands website Visited the brands social page

2836

19

Source: SessionM and Millward Brown studyMonique Claassen - @MoniqueLeech

AND THOSE WHO DIDN’T SEE MY AD?

Non exposedExposed to advertising

Searched for a brand on-line

Visited the brands website Visited the brands social page

17 2014

2836

19

Source: SessionM and Millward Brown studyMonique Claassen - @MoniqueLeech

Source: @MARKETOONIST.COMMonique Claassen - @MoniqueLeech

NOT EVERY ONLINE RESULT IS MEASURABLE THROUGH ONLINE ADVERTISING

Lesson 2:Not every

online result is driven by

online advertising

Monique Claassen - @MoniqueLeech

Digital as part of the mix

BRAND IMPACT IN RELATION TO OTHER ADVERTISING

TOUCH POINTSMONIQUE CLAASSEN - @MONIQUELEECH

DIGITAL FORMATS CAN DRIVE MORE BRAND IMPACT THAN TRADITIONAL ADVERTISINGImpact by media per reach point

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

TV Online Video Online Display Facebook Magazines Newspaper Outdoor Cinema RadioAwareness Imagery Consideration

A Genuine Contender

Source: Global Millward Brown CrossMedia Database – does not reflect the most recent updatesMonique Claassen - @MoniqueLeech

DIGITAL PUNCHES WELL ABOVE ITS WEIGHT!

Individual channel contributions include multiplicative synergy effects where exposure to two channels produces a brand impact on top of the combined effect of two individual exposures. These effects are shared back between the channels to make the analysis clearer.TV Online Video Online Display Facebook Magazines Newspaper Outdoor Cinema Radio

Share of Investment

Awareness

Imagery

Consideration

Source: Global Millward Brown CrossMedia Database – does not reflect the most recent updatesMonique Claassen - @MoniqueLeech

Lesson 3:Digital

advertising builds long term brand

equityMonique Claassen - @MoniqueLeech

Monique Claassen - @MoniqueLeech

Then the uncomfortable

questions came…MONIQUE CLAASSEN - @MONIQUELEECH

Purpose of the

& Campaign Objective

Monique Claassen - @MoniqueLeech

THE ONLY LESSON THAT MATTERS:

There is no one unifying solution. Which metric matters most? It really does depend on your

campaign objective.MONIQUE CLAASSEN - @MONIQUELEECH