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SOLVE MEDIA: AGGREGATED BRAND PERFORMANCE AUGUST 2010 TO AUGUST 2011 Young-Bean Song Principal & Founder AnalyticsDNA Sept 15, 2011 Proprietary & Confidential.

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Presentation on theme: "SOLVE MEDIA: AGGREGATED BRAND PERFORMANCE AUGUST 2010 TO AUGUST 2011 Young-Bean Song Principal & Founder AnalyticsDNA Sept 15, 2011 Proprietary & Confidential."— Presentation transcript:

1 SOLVE MEDIA: AGGREGATED BRAND PERFORMANCE AUGUST 2010 TO AUGUST 2011 Young-Bean Song Principal & Founder AnalyticsDNA Sept 15, 2011 Proprietary & Confidential

2 The Objective Aggregate the results of Solve Media campaigns on attitudinal measures of success The Method Control versus test post-campaign surveys were collected across 43 brands Five types of survey questions analyzed: Brand Awareness, Message Association, Ad Recall, Brand Favorability, and Intent (to take action) All vertical/tier specific metrics aggregates results for three or more brands Proprietary & Confidential

3 Note: Invitation to a Webinar Before 10/19/11: Please go to and register for a webinar about consumer ad engagement and the findings of this study. After 10/19/11: The webinar will be available for download at

4 Descriptive Statistics Campaign samples from: Aug 2010 to August 2011 Distinct brands: 43 Average campaign size & stats –670K Impressions –150K Solves –8,400 Clicks Primary verticals: Travel (10), Media & Entertainment (6), Auto (5), Finance (5), CPG (4) Overall campaign average CTR = 1.4%, TTR = 49.2 Proprietary & Confidential

5 Strong brand impact measures across the board, with particular success in “Upper Funnel” metrics Proprietary & Confidential

6 Strong brand impact across the board, with particular success in “upper funnel” metrics Research conducted August 2011 by AnalyticsDNA

7 Proprietary & Confidential Research conducted August 2011 by AnalyticsDNA 32x 24x Significant variation by industry vertical, with CPG being a clear outperforming category

8 Campaigns from Tier 1* brands are achieving better results than lesser known brands *Tier 1 and Tier 2 are ADNA designations meant to distinguish Fortune 500 type brands versus newer less established brands Proprietary & Confidential Our hypothesis: Well known brands attain higher lift levels due to larger investments in their other marketing channels

9 Definitions Awareness: Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product Association: Extent to which a brand is correctly associated to a particular marketing concept or campaign Recall: Remembrance of specific ad campaigns that have been heard, seen, or otherwise experienced. Favorability: The preference of specific brands or value perception in a particular category Intent: The intent to purchase or participate with a particular brand

10 More Methodology If a brand had multiple questions in a category, the lift scores were averaged before combining with other brand/category results. If a brand had multiple campaigns from different time periods, the lift scores were averaged for each question type, before combining with other brand/category results. One client was excluded from the results given its outlier association score of 544% Brand Tier designations are a proprietary ADNA categorization meant to differentiate Fortune 500 type brands from smaller and newer brands Movies, TV Shows, Non-Profits and Utilities were excluded from the Brand Tier Analysis Proprietary & Confidential


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