- 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
