Engagement ROI

Adrien VielliardInteractive.agency

Who clicks on banner Ads?

What is the % of internet user who click on display ad?

16 %16 %

Only 16% of users click on banner ads.

Only 16% of users click on banner ads.

Source: Comscore, Whither the click, nov 08

“Brand advertising is about carving out space in Consumer's mind”

Display ads create awareness and familiarity

Consumers exposed to a display ad were 65% morelikely to visit an advertiser's website after one week.

That´s increased Brand awarness

That´s increased Brand awarness

What is the effect of banner ads ?

Source: Comscore, Whither the click, nov 08

So what do users do?

Brand Metrics Brand Metrics

Direct responseDirect response

Reporting Reporting

What metrics for display?

● Impressions

● Clicks / CTR● Post click analysis

● Reach● Brand related searches● Brand studies● Engagement metrics

Display Vs. Performance

Display and Performance are complementary!!

Display and Performance are complementary!!

What is the approach of Slovenian advertising market?

Research by :

What kind of marketing?

Branding vs. Performance

Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Branding 45 %

Performance47 %

Can not answer 8 %Can not answer 8 %

50 / 50 split50 / 50 split

What is your main advertising channel?

Main ad. Channel

Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

TV and Print are still on top of minds

TV and Print are still on top of minds

Media used in Campaigns

Media used in Campaigns

Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Media effectiveness

Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Extremly innefective

innefectiveNot efective

not innefectiveeffective

Extremly effective

average

TV 1,4 8,5 59,2 31,0 4,2

Radio 1,4 1,4 32,4 56,3 8,5 3,7

Online 2,8 19,7 47,9 29,6 4,0

OOH 7,0 32,4 53,5 7,0 3,6

Cinema 5,6 33,8 38,0 21,1 1,4 2,8

Print 5,6 35,2 52,1 7,0 3,6

Mobile 5,6 16,9 39,4 32,4 5,6 3,2

TV and Online are percieved as most effective

TV and Online are percieved as most effective

Budget used for online

Budget spent online

Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Most companies spend 10% or less on Online

Most companies spend 10% or less on Online

50% of advertisers measure ROI on Online campaigns,

But what do they measure?

Online measurements

Source: MEDIANA 2009, november. N=70. Direct response 25%. Target population-employees in advertising agencies and marketers.

Research conclusions

• Branding vs. Performance: 50% / 50%

• TV, Print, OOH still main advertising channels

• Online is used in almost every campaign but rarely with more than 10% of the total budget

• Online and TV are percieved as the most effective media by advertisers and agencies

• Advertisers for the online campaigns measure often only quantitative data also for the branding campaigns

Brand metrics in the online worldSuccessful ROI measurement include both:

Quantitative Analysis.• $ales, Qualified leads, Re-acquisitions. • Clicks, Impressions.• Other traditional measurement.

Qualitative Analysis • Before and after branding campaign analysis.• Community = current friends• Engagement = post, comments.• Reputation = Total page impressions / no. of times link followed.• Qualitative = authority, interactions, loyalty, satisfaction, feedback.

Online is an effective medium for branding and performance ...

… but measuring clicks is not enough anymore!