奥美培训大全brandimpact_media_planning

1、BrandImpactMedia PlanningRex BriggsMillward Brown InteractiveJune 1999Proving Ad Effectiveness isCrucialAssociation 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 accurate a

2、d 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 ANAOutline Why measure BrandImpact How do you know if it really works? Media planning: The big unknown How you c

3、an helpWhat 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 workingHOW DO YOUKNOWIF AN AD WORKS?OBJECTIVE OFHow

4、 do MyouEiTsoHlaOte DtheOimLpOaGct Yof Web ads?BrandImpact Peer influence Press influence Online MarketingTraditional MarketingWeb AdsBrandImpact MeasurementWatch, ask, learn, know (WALK) Observe web users as they are exposed to online advertising Measure the response of a small, but representative,

5、 sample of those who saw your ad Compare their responses 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: Banner

6、s Interstitials/intermercials Rich Media Cursor advertising Streaming commercials SpFoUnsLoLrshRipEsPORTS AVAILABLEwww.MBTHE BIG UNKOWN:MEDIA PLANNING ONLINEKEY BUSINESS QUESTION:How do you plan online advertising? What is the impact of frequency? On brands image? On sales? What is th

7、e decay in effect?MEDIA PLANNINGLargest and most comprehensive study ever: Real-world observation of effectiveness 10 Brands 300+ Sites 100,000+ Users surveyed Frequency and decay measuredMEDIA PLANNINGFrequency and decay are key variables in planning media: 7 levels of frequency 3 levels of decay I

8、nvestigate relationship with site affinity and context targetingBrandImpactMedia PlanningWE NEEDYOUR HELPYou Can Help!Two opportunities for participation1. Randomly sampling users for participation2. Let AdForce serve some of your ads One or more campaign, anything will help. How it works: Example:

9、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 EnsuresInventory is not affectedParticipating has: Almost no impact on inventory Your participation helps us achieve the necessary