Online Ad Effectiveness

Transcription

1 Online Ad Effectiveness A Brand Impact Case Study November 2008 Tony Marlow Associate Research Director Paul Fisher Chief Executive Officer tony.marlow@nielsen.com paul.fisher@iabaustralia.com.au Proprietary 2008 The Nielsen Company

2 Agenda Background and Objectives Study Design Brand Performance Execution Performance 1

3 The companies involved The Researcher: Supported by: The Client: The Brand: Sultana Bran The Agency: The Publishers: 2

4 Study Objectives Measure the impact and effectiveness of a typical online advertising campaign, specifically measuring the impact on: Brand awareness Brand sentiment Brand consideration Purchase Intention Recommendation 3

5 Inventory Mix of contextual placement and general ROS Five week campaign period Creative included IAB Australia standard: - Medium rectangles - Leader board - Streaming video (streaming video mrec) - Skyscrapers - Half page formats (all IAB standard). 4

6 Creative Executions 5

7 Creative Executions, Video mrec 6

8 Study Design 7

9 Research Approach Site intercept survey Domain exit approach Simultaneous AdE methodology Control group Launched via domain exit site intercept Overall n= 2,654 Target Audience (MGB with u/18 kids) n= 883 Exposed group Launched via domain exit site intercept Overall n= 1,527 Target Audience (MGB with u/18 kids) n= 580 8

10 Ad Effectiveness The old way, pre/post Online Ad Campaign Pre Survey Post Survey Radio TV Radio Print TV What was the effect of online amongs t all activity? 9

11 Research Approach Simultaneous Online Ad Campaign Exposed Control TV Radio TV Radio All things equal except for exposure Print 10

12 Research Approach 7 Oct to 21 Oct Oct to 7 Nov 2008 Online Ad Campaign Exposed Cookie Dropping Control Cookie Dropping Survey Launch Analysis/Reporting 11

13 Sample Profiles 12

14 Sample: Age 15% 11% 11% 12% 12% 15% 14% 15% 15% 14% 14% 15% 13% Control Exposed 10% 5% 7% 5% 8% 8% 6% 4% 1% 1% % years years years years years years years years years 60 years + 13

15 Sample: Grocery Purchase Frequency 40% 37% 38% 35% 30% 25% 20% 21% 22% 18% 17% Control Exposed 15% 10% 9% 8% 8% 8% 8% 7% 5% % Weekly Every 2-3 Weeks Every Month Every 2 to 3 Months Less Often Than Once Every 3 Months Never 14

16 Sample: Gender Male 25% Female 75% 15

17 Sample: Locality 40% 38% 35% 30% Regional 32% 25% 20% 21% 18% Capital City 68% 15% 10% 5% % 8% 6% NSW VIC QLD WA SA ACT TAS NT Outside of Australia 16 3% 2% 1% 4%

18 Sample: Grocery Buyer Status 45% 42% 40% 35% 91% of sample Grocery Buyers 30% 25% 25% 24% 20% 15% 10% 9% 5% % Solely responsible for the grocery shopping Mostly responsible for the grocery shopping Joint or equal responsibility for the grocery shopping Have little or no responsibility for the grocery shopping 17

19 Sample: Grocery Buyer Status 70% 60% 50% 35% of overall sample falls within the target audience MGB with Children u/18 years at home 60% 40% 30% 40% of sample have at least one child under 18 years at home 20% 15% 14% 13% 15% 10% % Children under 5 Children 5-9 Children Children No Children U/18 18

20 Brand Performance 19

21 Brand Awareness Overall sample Kellogg's Sultana Bran (Exposed) Brand A 95% 94% +6 Brand B 92% Brand C 91% Brand D 91% Brand E 91% Kellogg's Sultana Bran (Control) 89% Brand F 85% Brand G 66% Brand H 66% Brand I 59% 20 Control n=2654, Exposed n=1527

22 Brand Awareness Target Audience Kellogg's Sultana Bran (Exposed) Brand A 96% 95% +5 Brand B 94% Brand C 94% Brand D 94% Brand E Kellogg's Sultana Bran (Control) Brand F 93% 91% 88% Brand G 77% Brand H 70% Brand I 69% 21 Control n=883, Exposed n=580

23 Brand Awareness Target Audience x Execution Format 100% % 96% 95% 90% 91% 85% 80% 75% 70% Control Standard Creative Video Creative 22 Control n=883, Standard Creative n=505, Video n=197

24 Brand Sentiment Sultana Bran Overall sample 100% 90% 80% 70% Exposure to the campaign resulted in a 5 point increase in favourable sentiment (10%) 60% 50% 40% 30% 20% 31% 50% +5 32% 55% 10% 19% 23% % Control Exposed I dislike this brand a lot I dislike this brand somewhat I am neutral about this brand I like this brand somewhat 31% 32% I like this brand a lot 19% 23% 23 Control n=2,654, Exposed n=1,527

25 Brand Sentiment Sultana Bran Target Audience 100% 90% 80% 70% Exposure to the campaign resulted in a 6 point increase in favourable sentiment (12%) 60% 50% 40% 30% 20% 31% 52% +6 34% 58% 10% 21% 24% % Control Exposed I dislike this brand a lot I dislike this brand somewhat I am neutral about this brand I like this brand somewhat 31% 34% I like this brand a lot 21% 24% 24 Control n=883, Exposed n=580

26 Brand Sentiment Sultana Bran Target Audience x Execution 100% Exposure to the standard creative resulted in a 7 point 90% increase in favourable sentiment (13%), while the video 80% generated a 5 point directional movement (10%). 70% 60% 50% 40% % 20% 10% 52% 59% 57% % Control Standard Creative Video Creative I dislike this brand a lot I dislike this brand somewhat I am neutral about this brand I like this brand somewhat 31% 34% 32% I like this brand a lot 21% 25% 25% 25 Control n=883, Standard Creative n=505, Video n=197

27 Brand Consideration Target Audience Brand A 77% Brand B 65% Brand C 60% Kellogg's Sultana Bran (Exposed) 59% Brand D 58% Kellogg's Sultana Bran (Control) Brand E Brand F Brand G 42% Exposure to the campaign resulted in a 5 29% 54% point directional movement 42% in brand consideration (8%) Brand H 28% Brand I 24% 26 Control n=883, Exposed n=580

28 Brand Consideration Target Audience by Execution Brand A 77% Brand B 65% Kellogg's Sultana Bran (Video Creative) Brand C 62% 60% +8 Brand D 58% Kellogg's Sultana Bran (Standard Creative) Kellogg's Sultana Bran (Control) 54% 57% +3 Brand E Brand F 42% 42% Brand G Brand H Brand I 24% 29% 28% 27 Control n=883, Standard Creative n=505, Video n=197

29 Sultana Bran Purchase Intention 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Exposure to the campaign resulted in a 5 point increase in intention to purchase (19%) +5 25% 30% % Control Exposed Very Unlikely Somewhat Unlikely Neutral Somewhat Likely 13% 17% Very Likely 12% 13% 28 Control n=883, Exposed n=580

30 Sultana Bran Purchase Intention Target Audience x Frequency of Exposure 90% 80% 70% 60% Increased exposure correlates with increased intention to purchase up to 4 exposures (diminishing returns after 5 or more exposures) 50% 40% 30% 20% 10% 0% 25% 29% 32% 32% 34% 30% Control 1 Exposure 2 Exposures 3 Exposures 4 Exposures 5 + Exposures Very Unlikely Somewhat Unlikely Neutral Somewhat Likely 13% 15% 17% 16% 19% 17% Very Likely 12% 14% 15% 15% 15% 13% 29 Control n=883, 1 Exposure n=154, 2 Exposures n=77, 3 Exposures n=44, 4 Exposures n=47, 5+ Exposures n=123

31 Sultana Bran Recommendation Target Audience Recommending to Children in Household 100% 90% 80% 70% 5 point (10%) directional movement in brand advocacy 60% 50% 40% 30% 20% 10% 55% 60% Would actively recommend against this brand If asked would recommend against this brand I would be neutral % Control Exposed If asked would recommend this brand 33% 39% Would actively recommend this brand 22% 21% 30 Control n=883, Exposed n=580

32 Execution Performance 31

33 Creative Executions 32

34 Campaign Recall Target Audience Exposed to Campaign Unsure 9% Recall 34% No 57% 33 Exposed to mrec/leader n=293

35 Campaign Recall Target Audience Exposed to Campaign Unsure 9% Recall (TA) All Exposed (TA) Awareness 95% 96% No 57% Recall 34% Consideration 58% 59% Purchase Intent 33% 30% Recommendation 63% 60% 34 Exposed to mrec/leader n=293

36 Correct Brand Linkage Target Audience Exposed to Campaign 60% 56% 50% 40% High level of correct brand linkage (from de-branded advertising) 30% 24% 20% 10% 7% 7% % Kellogg's Sultana Bran 2% 2% 2% % % % % Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Don't know 35 Exposed to mrec/leader and recall n=54

37 Key Summary 36

38 Key Summary Brand Awareness Prompted awareness of Sultana Bran amongst the target audience increased by 5pts to 96%. Video exposure drove a greater level of awareness +7pts Brand Sentiment & Consideration Favorable Sentiment towards Sultana Bran amongst the target audience increased by 6pts (+12%) to 58% Standard execution drove a slightly greater level of brand sentiment (+7pts) than mrec video (+5pts) Brand consideration showed upward movement of 5pts (+9%) to 59%, edging ahead of one other brand. Video exposure drove consideration even higher +8pts (+15%) 37

39 Key Summary Purchase Intention Intention to buy Sultana Bran increased 5pts (20%) Propensity to buy increased with number of exposures up to 4 time (+9 pts), for those with 5 or more exposures purchase intention produced a diminishing return (+5pts). Recommendation Advocacy increased from 5pts 55% to 60% 38

40 Nielsen Online Brand Impact Pyramid Target Audience Purchase Intent 30% Purchase Intent 25% Advocacy 60% Advocacy 55% Consideration 54% Sentiment 52% Consideration 59% Sentiment 58% Awareness 91% Awareness 96% Control 39 Exposed Control n=883, Exposed n=580

41 Questions? 40

42 Online Ad Effectiveness A Brand Impact Case Study November 2008 Tony Marlow Associate Research Director Paul Fisher Chief Executive Officer tony.marlow@nielsen.com paul.fisher@iabaustralia.com.au Proprietary 2008 The Nielsen Company