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1、BrandImpact Media Planning Rex Briggs Millward Brown InteractiveJune 1999共二十页Proving Ad Effectiveness is CrucialAssociation of National Advertisers (ANA) report on Internet advertising68% cited “no proof of ROI” as the main barrier to more online ad spending58% say their is a lack of reliable and ac

2、curate ad measurement.Most online ad efforts by ANA members are branding oriented74% of them count on their companies branding budget for online ad dollars, up 12% from last yearSource: May 1999 ANA共二十页OutlineWhy measure BrandImpactHow do you know if it really works?Media planning: The big unknownHo

3、w you can help共二十页What is “Branding”Not magic dust to sprinkle on a campaign when clickthroughs are lowBranding is a GOAL not and excuseBranding sells productsBranding drives stock prices Branding is quantifiableWe can observe and measure when branding is working共二十页HOW DO YOU KNOW IF AN AD WORKS?共二

4、十页共二十页OBJECTIVE OF METHODOLOGYHow do you isolate the impact of Web ads?Online MarketingTraditional MarketingWeb AdsPeer influencePress influenceBrandImpact共二十页BrandImpact MeasurementWatch, ask, learn, know (WALK)Observe web users as they are exposed to online advertisingMeasure the response of a sma

5、ll, but representative, sample of those who saw your adCompare their responses to those who did not see your ad to quantify the “BrandImpact” 共二十页KEY BUSINESS QUESTION:Does Online Advertising Work?Do they remember your advertisement?Does it enhance the brands image?Does it increase sales?共二十页ONLINE

6、ADS WORK!Studies for:BannersInterstitials/intermercialsRich MediaCursor advertisingStreaming commercialsSponsorshipsFULL REPORTS AVAILABLEwww.MB共二十页THE BIG UNKOWN:MEDIA PLANNING ONLINE共二十页KEY BUSINESS QUESTION:How do you plan online advertising?What is the impact of frequency?On brands image?On sale

7、s? What is the decay in effect?共二十页MEDIA PLANNINGLargest and most comprehensive study ever:Real-world observation of effectiveness 10 Brands 300+ Sites100,000+ Users surveyedFrequency and decay measured共二十页MEDIA PLANNINGFrequency and decay are key variables in planning media:7 levels of frequency3 l

8、evels of decayInvestigate relationship with site affinity and context targeting共二十页BrandImpact Media Planning 共二十页WE NEED YOUR HELP共二十页You Can Help!Two opportunities for participation 1. Randomly sampling users for participation 2. Let AdForce serve some of your adsOne or more campaign, anything wil

9、l help. How it works: Example: 1,000,000 impressions for “Schick”AdForce will deliver 1,000,000 impressions for “Schick”, and will also deliver 10,000 impressions for the IAB study to participants.共二十页AdForce Ad Server Ensures Inventory is not affectedParticipating has:Almost no impact on inventoryYour participation helps us achieve the necessary reach to analyze media planning共二十页TEST LEARN EVOLVErexmarc.ryan/iab99To continue the dialogue共二十页内容摘要BrandImpact Media Planning Rex Briggs Millward Brown InteractiveJu