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Online Engagement:maximising ad effectiveness for advertisers
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Online Engagement:Engaged audiences
Today
Why doesengagement
matter?
What isengagement?
Creating a model of
engagement
Planning anddelivering onengagement
Next steps
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Why doesengagement matter?
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Why does engagement matter?The topic that won’t go away
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Why does engagement matter?
Excess supplyof media
Increasingvolume ofcommunications
Ability to controlexposure
Decliningratings
Harder to reachcustomers
Need to focuson quality as well
as quantity
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Engagement for Advertisers
Helping advertisers maximise the
return on their media investment
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Engagement for Advertisers
Research objectivesTo assess whether there is a linkbetween media and ad engagement online
To create a single measure of mediaengagement
To enable advertisers and agencies to plan on engagement
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Why does engagement matter?
The ApproachDesk research into measures ofengagement
Site wide survey covering surveyresponses, web analytics and ad impact
Linking ad effectiveness and mediaengagement and creating a singlemeasure of engagement
Validation of engagement measureand creation of an engagement planning tool
Engagement for Advertisers
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Stage 1: Desk research
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What is Media Engagement?
Attitudes? Brand love? Behaviour? Interaction?
• Enjoyable
• Opinion leader
• Authoritative
• Relevant
• Trustworthy
• Unique
• Modern
• Sense of humour
• Appealing
• Innovative
• Open
• Progressive
• International
• Quality
• Trustworthy
• Absorbing
• Advocacy
• Frequency
• Recency
• Age of relationship with site
• No of devices used to access
• Usage location
• Dwell time per visit
• Dwell time per visitor
• Visits
• Repeat visits
• Page views
• Not satisfied unless catch upon news on the Guardian website
• Like to get behind the headlines
• Sense of community
• Reflection of own values
• Encourages interaction
• Essential source of information
• Talk to others about things seenon site
• Clear set of values
• Challenges authority
• Challenges people to thinkdifferently
• Gives more than one side ofthe story
• Encourages a two wayconversation with users
• Performed a search
• Signed up for email
• Left a comment
• Emailed a story
• Shared on social media
• Participated in a poll
• Entered a competition
• Submitted a blog
• Listened to audio
• Performed a search
• Applied for a job
• Registered a job profile
• Registered on site
• Submitted a review
• Signed in to site
• Videos viewed
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Why does engagement matter?
Stage 2: Site wide survey
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Combining web analyticsand surveyed responses
User x strongly agrees that they trust the site, can recall seeing an adand on average visitsite once per day
Web analytics
Survey data
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Testing ad effectiveness
Global digital brand
Global financebrand
Price comparisonbrand
Major airlinebrand
DVD filmrelease
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Testing ad effectiveness throughoutthe branding funnel
Recall
Ad Perceptions
Understanding
Favourability
Response
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Stage 3: Linking ad effectiveness andmedia engagement, and creating asingle measure of media engagement
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Varying levels of ad recall
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Ad Recall
30.6% 20.0% 20.5% 18.5% 14.3% 23.0%
Global digital brand
Global financebrand
Price comparisonbrand
Major airlinebrand
DVD filmrelease
Average
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Some ads catch the eye. Some offer new information…
Ad Perception and Understanding
43.3% 28.8% 30.4% 73.5% 56.3% 40.4%
Find the ad eye-catching
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Global digital brand
Global financebrand
Major airlinebrand
DVD filmrelease
Average
Price comparisonbrand
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Some ads catch the eye. Some offer new information…
Ad Perception and Understanding
43.3% 28.8% 30.4% 73.5% 56.3% 40.4%
Find the ad eye-catching
Find the ad informative
16.9% 26.2% 18.3% 20.6% 33.3% 20.3%
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Global digital brand
Global financebrand
Major airlinebrand
DVD filmrelease
Average
Price comparisonbrand
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Some ads drive favourability, some drive response…
Brand Favourability and Persuasion
15.4% 13.1% 13.6% 23.5% 14.6% 15.1%
Have better opinion of advertiser asresult of seeing ad
Global digital brand
Global financebrand
Major airlinebrand
DVD filmrelease
Average
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Price comparisonbrand
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Some ads drive favourability, some drive response…
Brand Favourability and Persuasion
15.4% 13.1% 13.6% 23.5% 14.6% 15.1%
Have better opinion of advertiser asresult of seeing ad
Likelihood consider next time
14.9% 14.1% 33.0% 27.9% 25.0% 20.1%
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Global digital brand
Global financebrand
Major airlinebrand
DVD filmrelease
Average
Price comparisonbrand
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But which engagement factors are moststrongly linked to ad effectiveness?
What attitudes towards the guardian website are displayed by those most responsive to advertising?
Attitudes? Brand love? Behaviour? Interaction?How much do thoseresponding to ads love
our brand?
What behaviours are they displaying?
How are they interacting with our site?
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Twelve media engagement factorsmost strongly linked to ad recall
Input Theme
I would not be satisfied with my dayif I did not catch up on the news
This site makes me feel like part ofa community
Innovator
Authoritative
Trustworthy
Recommendation (NPS)
Emailed a story
Signed up for email updates
Entered a competition
Shared a story on social media
Left a comment
How often visit the guardian website
Attitudes
Attitudes
Brand love
Brand love
Brand love
Brand love
Interaction
Interaction
Interaction
Interaction
Interaction
Behaviour
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Creating a modelof engagement
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Creating a model of engagementCreating a single engagementscore from these 12 factors
100+ = Higher than average engagement
Endex = 100 = Average site engagement
<100 = Lower than average engagement
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Creating a model of engagementAd recall increases in line with Engagement
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Engagement score vs ad recall(average across all ads tested)
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Creating a model of engagementMedia engagement also linked to ad effectivenessat the business end of the branding funnel
Source: GNM Online Engagement Study Base: UK respondents (3,907)
Purchase ConsiderationNext time you are looking to purchase
(insert category), how likely are you to considerthe following brands?
Endex
119
114
111
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Stage 4: Planning and deliveringon engagement
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Engagement for Advertisers
Helping advertisers maximise the
return on their media investment
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Planning on engagementCreating an engagement planning tool
EndexScore
Who are our most engaged users?
Where are they on the guardian website?
How do we profile engagement by demographic profileand site usage?
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Planning on engagement
Advertiser
target audience
Engagement
planning tool
Plan on guardian
sites by engagement
A greater likelihood of reaching an audience
responsive to your advertising
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Planning on engagement tells adifferent story to planning on reach: women
Source: Comscore May 2011 and GNM Online Engagement Study Base: UK respondents (3,907)
Planning on reach Women - Unique users Planning on engagement Engagement (Endex)
Guardian NewsGuardian Life & StyleGuardian Sport Guardian UK News Guardian World NewsGuardian FootballGuardian MoneyGuardian JobsGuardian PoliticsGuardian BusinessGuardian FilmGuardian MusicGuardian TechnologyGuardian BooksGuardian TravelGuardian EnvironmentGuardian CultureGuardian Science
Guardian Law
1,543,341 819,228763,682698,332622,141491,640 479,906446,536426,915422,178 367,808 358,423339,920339,736338,451301,944257,682172,505
63,157
Guardian TechnologyGuardian EnvironmentGuardian JobsGuardian LawGuardian Life & StyleGuardian SportGuardian FootballGuardian MoneyGuardian BusinessGuardian MusicGuardian TravelGuardian World NewsGuardian PoliticsGuardian FilmGuardian BooksGuardian UK NewsGuardian CultureGuardian Science
Guardian News
114114113113112112112112111111111110110110110109109109
107
12345678910111213141516171819
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Planning on reach, profile and engagement: women
Source: Comscore May 2011 and GNM Online Engagement Study Base: UK respondents (3,907)
Endex
% p
rofil
eTargeting women on the guardian website:
reach, profile and engagement by site
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Planning on engagement tells adifferent story to planning on reach: income £50k+
Source: Comscore May 2011 and GNM Online Engagement Study Base: UK respondents (3,907)
Planning on reach £50k+ – Unique users Planning on engagement Engagement (Endex)
Guardian NewsGuardian SportGuardian FootballGuardian Life and StyleGuardian World NewsGuardian UK NewsGuardian BusinessGuardian MusicGuardian MoneyGuardian PoliticsGuardian TechnologyGuardian CultureGuardian FilmsGuardian BooksGuardian JobsGuardian TravelGuardian ScienceGuardian Environment
Guardian Law
1,803,6451,251,409
818,982703,289696,480643,256484,758452,570418,554389,680373,702373,446368,520346,567296,658253,203236,337225,404
58,214
Guardian CultureGuardian Life and StyleGuardian MusicGuardian SportGuardian FootballGuardian FilmGuardian JobsGuardian TravelGuardian BooksGuardian TechnologyGuardian ScienceGuardian EnvironmentGuardian UK NewsGuardian LawGuardian World NewsGuardian MoneyGuardian NewsGuardian Business
Guardian Politics
119118118116115115113113112111111111110110109109108108
108
12345678910111213141516171819
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Planning on reach, profile and engagement: £50k+
Source: Comscore May 2011 and GNM Online Engagement Study Base: UK respondents (3,907)
Endex
% p
rofil
eTargeting affluents on the guardian website
reach, profile and engagement by site
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A model formeasuring
engagement
Proving linkbetween media and
ad engagement
An engagementplanning tool