Internet Advertising & Promotional Communication Class 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? u To lean how consumers process online ads, what strategies work and what don’t u To select the most effective strategy, creative or media. u To maximize ROI u To minimize the risk of making costly mistakes

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

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

Web Traffic & Audience Measures u The appropriate measure to use should depend on the _________ of your campaign u 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 ___________

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

Types of Web Audience Data: u 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.) u Audience-Centric Data – tracking by measuring the ___________  Can only be obtained by a third party source (__________________ & ____________ Network, Inc.)

Site-Centric Traffic Data The 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 u 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 u T spent interacting with the s or the a  a measure of interest generated by advertisement

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

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

Copyttesting Measures & Methods u Copytesting is a general class of tests that evaluate and diagnose the communication/branding power of an advertisement u 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 u B Measures: brand awareness (recall, recognition), association/perceptions, purchase intent, & brand loyalty u S or A -based Measures: sales, inquiries, customer acquisition, etc.

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

Online Focus Groups u Can be used only during pre-launch, to get some insights into message and media to use u 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, which lets firms conduct seminars to a live audience)

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

Online Experiments u 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 u Two (or more) ads are placed in the same sites/position so that their only difference is the a e used u 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 u They are measured a e to advertising u The score may be compared across groups; the difference in scores may be considered as the impact of the ad