Internet Advertising & Promotional Communication Class 7

Internet Advertising & Promotional CommunicationClass 7 Measuring Success of Online Campaigns Kuen-Hee Ju-Pak, CSUF

Featuring Today …... • Online Research: Need and Use • Online Communication & Measurement • Web Traffic & Audience Measures • Copy-testing Measures

Online Research & Measurement: Why Do We Need? • To lean how consumers process online ads, what strategies work and what don’t • To select the most effective strategy, creative or media. • To maximize ROI • To minimize the risk of making costly mistakes

When Do We Measure? • __________ • when developing ads • when selecting the best _______ • when selecting the best _______ • before making a big media buy • _________ • When checking if the selected ads or vehicles continue to produce the best possible results • __________ • As a post-campaign ________

Online Communication Process and Measurement • Internet is a ________________________ communication medium • Internet enables ______________, ___________ communication • Exposure to Internet content is mostly ______________

Web Traffic & Audience Measures • The appropriate measure to use should depend on the _________ of your campaign • Web Audience vs. Copy-testing Measures: Differences • Web audience measures: used across all testing stages, applied to ___________, _____________ goals, useful to _______ decision making • Copytesting measures: used only at the beginning and during, applied to _________, direct-response goals, useful to testing of ______________ and ___________

Ways of Obtaining Web Audience Measures: In-house approach vs. outsourcing • Advantages of Outsourcing/ Disadvantages of In-House measurement • t • o • c , s • ability to get __________ data • Disadvantages of Outsourcing/ Advantages of In-house measurement • ________ of data usage • ________

Types of Web Audience Data: • Site-Centric data – tracking by measuring the _________ • Can be obtained by the site publisher using traffic analysis software or by a third party, custom ad tracking services firm (I/PRO, NetCount, NetGravity, Interse, First, etc.) • Audience-Centric Data – tracking by measuring the ___________ • Can only be obtained by a third party source (__________________ & ____________ Network, Inc.)

Site-Centric Traffic DataThe server log file . . reveals • Most f r pages • Number of v • P v per visit • Most popular usage t • L of visit • P p followed throughout the site • B used & User Computer P • D and H of the User & Referring U • User E Page & E Page

Exposure-Based Measures • # of V (S I ): total number of site requests made during ‘time-out’ period (___ minutes), traffic volume by time of the day (a good indicator of a site’s p ) • # of U U (= Site Reach): number of unduplicated audience/visitors to a Web Site, per day, week, month, etc. • # of P V (P Impressions): number of times a page containing your ad is requested • # of A V (A Impressions): number of times your ad is displayed • Average F of Exposures to an ad vs. page: # of ad views / # of unique users vs. # of page views / # of unique users

Interest/Interaction Measures • C -T R : % of total impressions that resulted in click-through • # of times the banner was clicked on compared to # of Ad Views or Page Views • A measure of the amount of interest generated by advertisement • T spent interacting with the s or the a • a measure of interest generated by advertisement

Response/Action-based Measures • S : number of completed sales transactions, the amount of money generated, etc. • # of S /Qualified L : number of visits to the showroom, store, website; number of dealer information downloads, amount of inquires, etc. • M A : number of registration forms or subscriptions filled out

Audience-Centric Datafrom comScore vs. Nielsen/Net Ratings • R by Site • R by Site and across Sites • F • C Internet Advertising Activities

Copyttesting Measures & Methods • Copytesting is a general class of tests that evaluate and diagnose the communication/branding power of an advertisement • Its primary purposes and uses: • to fine-tune the creative concepts • to identify positive and negative ad elements • to select the best ads among alternatives • to maximize ROI

Two Types of Copytesting Measures • B Measures: brand awareness (recall, recognition), association/perceptions, purchase intent, & brand loyalty • S or A -based Measures: sales, inquiries, customer acquisition, etc.

Methods for Copytesting • O f g (via discussion groups, website, • E (e.g., Split-testing)

Online Focus Groups • Can be used only during pre-launch, to get some insights into message and media to use • Different Approaches • May host a c r on your web site • Monitor n g to evaluate the content of the discussion on your and others’ firms • Use a s to gather customer feedback in real time (e.g., PlaceWare Auditorium, www.placeware.com, which lets firms conduct seminars to a live audience)

Online Focus Groups • Recruiting respondents • E , • posting/announcing in n g • in , or in others’, through banners, • even through p contacts

Online Experiments • Common approaches (Split-half technique) • E • B • other approaches • e.g, Direct Marketers Inc. used AOL’s Opinion Place, any approach or means as long as you can have the control over exposures, that is, who gets Message A and who B)

Guidelines for Conducting Split-test • Two (or more) ads are placed in the same sites/position so that their only difference is the a e used • A h of the visitors receives one ad and the other h the other ad with a c group with no exposure to any ad • They are measured a e to advertising • The score may be compared across groups; the difference in scores may be considered as the impact of the ad

Internet Advertising & Promotional Communication Class 7