BrandImpact Media Planning(英文版)(ppt 18页).ppt

1、BrandImpact Media Planning Rex Briggs Millward Brown Interactive June 1999,Proving Ad Effectiveness is Crucial,Association of National Advertisers (ANA) report on Internet advertising 68% cited “no proof of ROI” as the main barrier to more online ad spending 58% say their is a lack of reliable and a

2、ccurate ad measurement. Most online ad efforts by ANA members are branding oriented 74% of them count on their companies branding budget for online ad dollars, up 12% from last year,Source: May 1999 ANA,Outline,Why measure BrandImpact How do you know if it really works? Media planning: The big unkno

3、wn How you can help,What is “Branding”,Not magic dust to sprinkle on a campaign when clickthroughs are low Branding is a GOAL not and excuse Branding sells products Branding drives stock prices Branding is quantifiable We can observe and measure when branding is working,HOW DO YOU KNOW IF AN AD WORK

4、S?,OBJECTIVE OF METHODOLOGY,How do you isolate the impact of Web ads?,BrandImpact,BrandImpact Measurement,Watch, ask, learn, know (WALK) Observe web users as they are exposed to online advertising Measure the response of a small, but representative, sample of those who saw your ad Compare their resp

5、onses to those who did not see your ad to quantify the “BrandImpact”,KEY BUSINESS QUESTION:,Does Online Advertising Work? Do they remember your advertisement? Does it enhance the brands image? Does it increase sales?,ONLINE ADS WORK!,Studies for: Banners Interstitials/intermercials Rich Media Cursor

6、 advertising Streaming commercials Sponsorships,FULL REPORTS AVAILABLE www.MB,THE BIG UNKOWN: MEDIA PLANNING ONLINE,KEY BUSINESS QUESTION:,How do you plan online advertising? What is the impact of frequency? On brands image? On sales? What is the decay in effect?,MEDIA PLANNING,Largest and most comp

7、rehensive study ever: Real-world observation of effectiveness 10 Brands 300+ Sites 100,000+ Users surveyed Frequency and decay measured,MEDIA PLANNING,Frequency and decay are key variables in planning media: 7 levels of frequency 3 levels of decay Investigate relationship with site affinity and cont

8、ext targeting,BrandImpact Media Planning,WE NEED YOUR HELP,You Can Help!,Two opportunities for participation 1. Randomly sampling users for participation 2. Let AdForce serve some of your ads One or more campaign, anything will 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.,AdForce Ad Server Ensures Inventory is not affected,Participating has: Almost no impact on inventory Yo