1. Brand.Impact Report The Plan.Net Group’s innovative campaign impact tool in cooperation with YouGov GOR 13 Mannheim, March 5 th, 2013 Holger Geißler, YouGov Dr. Nikolaus Schmitt-Walter, Plan.Net 1

2. Proof of online advertising effectiveness 2  Marketers are used to measure the impact of online ad campaigns via ad server metrics like clicks and orders.  These metrics are not viable for measuring the impact of online advertising on the perception of a brand and for established metrics like awareness, recognition, image and purchase intention.  Up to now it has not been possible to measure the effect of online-campaigns without complex and well-planned questionnaires, time-intensive surveys and substantial additional costs.

3. plan.net Brand.Impact Report

4. plan.net Brand.Impact Report Methodology 4  The plan.net Brand.Impact Report is a tool, that provides a straightforward, fast and cost-effective proof of an online campaign’s brand impact.  In a partnership with YouGov we have developed an interface between the Plan.Net AdServer and the YouGov BrandIndex panel.  All relevant branding KPIs can be reported immediately after the campaign is concluded for individuals with campaign exposure and a control group without. + Brand.Impact Report

5. plan.net Brand.Impact Report Methodology 5 Each (work-) day the market research institute YouGov surveys 2.000 online representative individuals in Germany (16+) on approximately 600 brands from 20 industries for 9 KPIs. The BrandIndex is thus the biggest ongoing brand tracking in Germany. Each (work-) day the market research institute YouGov surveys 2.000 online representative individuals in Germany (16+) on approximately 600 brands from 20 industries for 9 KPIs. The BrandIndex is thus the biggest ongoing brand tracking in Germany. Panelists in the BrandIndex ?

6. plan.net Brand.Impact Report Main Indicators 6 YouGov tracks a variety of image indicators for each brand. The indicator “BrandIndex” is the sum of all positive answers from all of the indicators and represents the overall brand strength.  Buzz: In the last two weeks something positive about the brand has been heard.  Attention: In the last two weeks something positive or negative about the brand has been heard.  Impression: Overall, a good impression of the brand.  Value: The brand offers good value for money/ it is worth investing your free time in the brand.  Quality: The brand stands for good quality.  Recommend: A brand, that I would recommend a friend or a colleague.  Reputation: A brand, I would be proud of to work for/ to be brought in connection with.  Satisfaction: A brand, that I am satisfied with, or I believe I would be satisfied with as a customer or follower.

7. plan.net Brand.Impact Report Additional Indicators (coming 2013) 7  Brand Awareness: Aided brand awareness  Ad Awareness: Aided advertising awareness  Word-of-Mouth Exposure: Is the brand being talked about ?  Consideration: Is the brand in the relevant set?  Purchase Intent: Is the brand the first choice?  Current Customer: Current customer status  Former Customer: Former customer status

8. plan.net Brand.Impact Report Methodology 8 Users with campaign contact With the Plan.Net AdServer ad contacts are reliably tracked of all reached users on all platforms. Plan.Net realizes more than 800 campaigns every year. The campaigns reach up to 20 million German online users per day. With the Plan.Net AdServer ad contacts are reliably tracked of all reached users on all platforms. Plan.Net realizes more than 800 campaigns every year. The campaigns reach up to 20 million German online users per day.

9. Through an interface we technically merge the YouGov panelist data with the AdServer user data, which enables to accurately allocate the number of contacts each BrandIndex participant had with the advertising campaign. plan.net Brand.Impact Report Methodology 9 + Panelists in the BrandIndex ? Users with campaign exposure Interviewees in the contact group +

10. plan.net Brand.Impact Report Methodology 10 Additional benefits:  AdServer data for panelists using more than one device to go online can be merged.  Dynamically set the maximum lag between last ad contact and the participation in the Brand Index survey (default: 10 days)  Analyze sub sets of contacts with certain components of a campaign (e.g. placements, ad formats).

11. Example of results

12. online campaign for a chocolate brand 2012 The plan.net Brand.Impact Report

13. Campaign data 13 client: Sarotti runtime:5 weeks volume:about 70 million ad impressions target:women 16-50 years plan.net Brand.Impact Report

14. Brand.Impact sample structure 14Latency max 10 days Onliner 16+Onliner F 16-50 no contact14.2104.907 thereof no cookie/no contact12.7934.346 thereof with cookie, contact after survey: 1.417 561 contact 3.9141.794 thereof 1-5 contacts: 2.3961.056 thereof 6+ contacts: 1.518 738 plan.net Brand.Impact Report

15. 15 Base: Buzz/Attention: kein Kontakt n = 2023 Kontakt, n = 559; Impression (2014/564); Value (2086/549); Quality (2028/540); Recommend (2029/594); Reputation (2026/559); Satisfaction (2004/549); INDEX (14210/3914) Clear significant campaign effects can be observed plan.net Brand.Impact Report The influence of the campaign on the Brand.Impact indicators Figures as percentage no contact contact Online users 16+

16. 16 Base: Buzz/Attention: kein Kontakt n = 2023, 1-5 Kontakte n = 347, 6+ Kontakte n = 212; Impression (2014/350/214); Value (2086/328/221); Quality (2028/334/206); Recommend (2029/367/227); Reputation (2026/354/205); Satisfaction (2004/316/233); INDEX (14210/2396/1518) The influence of the campaign on the Brand.Impact indicators Figures as percentage For certain indicators more campaign contacts show even more impact plan.net Brand.Impact Report Online users 16+ No contact 1-5 contacts 6+ contacts

17. 17 Base: Buzz/Attention: kein Kontakt n = 691, Kontakt n = 255; Impression (717/250); Value (714/256); Quality (679/245); Recommend (724/282); Reputation (680/262); Satisfaction (702/244); INDEX (4907/1794) Bigger effects in the campaigns original target group plan.net Brand.Impact Report The influence of the campaign on the Brand.Impact indicators Figures as percentage no contact contact Online users women 16-50

18. plan.net Brand.Impact Report Additional potential analytics 18  Intermedia target groups for media mix campaign – e.g. TV heavy viewers vs. TV light viewers, magazine readers vs. Non readers  Further target group definitions can be taken from the pool of YouGov panel data. Several hundred criteria from demographics, consumption, media usage, etc.

19. Added Value

20. Measuring campaign effects beside the clicks 20  We created a tool that combines two existing data sources in an innovative way to create additional value for the agency and the clients.  High number of respondents – analysis of sub targets and ad contact levels possible.  Get relevant KPIs for the impact of online branding campaigns in a fast and efficient way – analysis can start immediately at the end of the campaign  Easy to accomplish, even several weeks after the campaign is finished.  Get insights a few days after the campaign is finished as a basis for optimizing the media strategy.

21. Holger Geißler Board member T +49 221 420 61 344 M +49 151 1824 8832 holger.geissler@yougov.de YouGov Deutschland AG Gustav-Heinemann Ufer 72 D-50968 Köln www.yougov.de Dr. Nikolaus Schmitt-Walter Head of Insights T +49 89/20 50 - 31 30 n.schmitt-walter@plan-net.com plan.net gruppe für digitale kommunikation gmbh & co.kg Haus der Kommunikation 80250 München Web:www.plan-net.com Facebook:facebook.com/plannet Twitter:@plannet Contact information