奥美广告_brandimpact_media_planning(1)
- 1. BrandImpact™ Media Planning Rex Briggs Millward Brown Interactive June 1999
- 2. Proving Ad Effectiveness is CrucialAssociation 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 accurate 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
- 3. OutlineWhy measure BrandImpact How do you know if it really works? Media planning: The big unknown How you can help
- 4. 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
- 5. HOW DO YOU KNOW IF AN AD WORKS?
- 6. OBJECTIVE OF METHODOLOGYHow do you isolate the impact of Web ads?Online MarketingTraditional MarketingWeb AdsPeer influencePress influenceBrandImpact
- 7. BrandImpact MeasurementWatch, 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 responses to those who did not see your ad to quantify the “BrandImpact”
- 8. KEY BUSINESS QUESTION:Does Online Advertising Work? Do they remember your advertisement? Does it enhance the brand’s image? Does it increase sales?
- 9. ONLINE ADS WORK!Studies for: Banners Interstitials/intermercials Rich Media Cursor advertising Streaming commercials Sponsorships FULL REPORTS AVAILABLE www.MBinteractive.com
- 10. THE BIG UNKOWN: MEDIA PLANNING ONLINE
- 11. KEY BUSINESS QUESTION:How do you plan online advertising? What is the impact of frequency? On brand’s image? On sales? What is the decay in effect?
- 12. MEDIA PLANNINGLargest and most comprehensive study ever: Real-world observation of effectiveness 10 Brands 300+ Sites 100,000+ Users surveyed Frequency and decay measured
- 13. MEDIA PLANNINGFrequency and decay are key variables in planning media: 7 levels of frequency 3 levels of decay Investigate relationship with site affinity and context targeting
- 14. BrandImpact™ Media Planning
- 15. WE NEED YOUR HELP
- 16. 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.
- 17. AdForce Ad Server Ensures Inventory is not affectedParticipating has: Almost no impact on inventory Your participation helps us achieve the necessary reach to analyze media planning
- 18. TEST LEARN EVOLVErex@mbinteractive.com marc.ryan@mbinteractive.com www.mbinteractive.com/iab99To continue the dialogue
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