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CASE STUDY

CAREFREE Image Campaign measuring its online advertising. CASE STUDY. About Carefree Brand and its campaign. from May 17th 2011 to June 26th 2011. teenage girls. online. Duration.

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CASE STUDY

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  1. CAREFREE Image Campaign measuring its online advertising CASE STUDY

  2. AboutCarefree Brand and itscampaign from May 17th 2011 to June 26th 2011 teenage girls online Duration CAREFREE® participates in Johnson & Johnson Family of Consumer Companies' Brands. CAREFREE® has been a feminine hygiene brand for over three decades, offering a full line of products to help women feel fresh and confident. Carefree Image Campaign was an online campaign. Video banners advertising the Carefree products were placed on the six selected Lithuanian websites. The main purpose of the measurement of thecampaign was theverifcation of thedirect impact of the campaign on its viewers. An important part of thestudy was to getinformationon howvideo banners advertising Carefree products attracted the internet audience. TG Context: Media

  3. CampaignResults Carefree Image Campaign We have used this type of banner for the first time, it has several interaction inside, therefore it was important to know as much as possible about it’s performance. We are very happy about exceptionally good campaign results and about opportunity to evaluate them. Inga Rizgelyte - Account Director at Mindshare Lithuania gemiusStream gave us an opportunity to see how users navigates through banners. On the other hand, with gemiusDirectEffect2 we could see the campaign statistics of real users, which currently is not offered by any other company. Daiva Pacyno- Digital Manager at Mindshare Baltics In order to give a full overview of the campaign results, it was measured by two Gemius tools: agency adserver - gemiusDirectEffect and video analytics - gemiusStream. The results of the campaign were exceptionally good, beyond expectations, according to media agency (Mindshare Lithuania). Context:

  4. Carefree Video Carefree Video – 3 banner formats After watching the introductory video, the viewer is asked whether he/she feels fresh Do you feel fresh? Yes No Near the end of the video the campaign's motto is displayed: “Carefree - feel the morning freshness for the whole day!” action

  5. Objectives What was the effectiveness of particular placements and banners (UCTR ratio)? How many users watched the videos till the end? RESEARCH OBJECTIVES How did the campaign reach accumulate over consecutive days? How did internet users interact with banners? How many videos did the internet users start to watch?

  6. Solutions gemiusDirectEffect Measuring the delivery, instant response, delayed response - post view, actions, target page conversions. CAMPAIGN TRACKING gemiusStream Measuring completed materials out of all views and providing data concerning actions (starting/finishing) MEASURING MULTIMEDIA

  7. the total number of cookie ad clicks53 693 What were the campaign’s essential statistics? the number of Real Users in MAY 2011206 010 JUNE 2011267 182 the total number of cookie ad impressions4,5 million gemius DirectEffect UCTR ratio4,81% CTR ratio1,20% the percentage share of the number of completed materials to the number of views43,2% gemiusStream (250x250 format) the number of views per visitor (cookie)2,8 the number of completed materials per visitor (cookie)1,2

  8. Measuring campaign effects

  9. Which placements won the largest UCTR? It seems that the campaign reached its target group. Advertisements displayed on www.cha.lt, which features funny content and is mostly dedicated to young peoplewas the most effective. However, internet fans of Lithuanian television - TV3 were also interested in Carefree videos and clicked far more often on the banners than the rest of the campaign’s audience. The chart represents only those placements for which the number of clicks was greater than zero. Source: gemiusDirectEffect 17.05.2011 - 26.06.2011

  10. Which formats were the most effective? The highest UCTR ratio was recorded for250x250creative format. 6,14% of users (cookies) who were exposed to this ad clicked on the creative. The chart represents only those creatives for which the number of clicks was greater than zero. Source: gemiusDirectEffect17.05.2011 - 26.06.2011

  11. What are the most popular interaction paths of the 250x250 format? The most popular interaction path (->250x250 Play) was made by 23% unique users. The second most popular interaction path (->250x250 Play->250x250 Yes-> 250x250 Click Here) was made by 16%of unique users. Top 3: 23% 1 interacting users (cookies) Play 16% interacting users (cookies) 2 Play Yes Click Here 10% interacting users (cookies) 3 Play No Source: gemiusDirectEffect 17.05.2011 - 26.06.2011

  12. Which interactions of the 250x250 format were the most popular? Top 3: 2 1 3 20 280 (95%) interacting users (cookies) clickedPlay 11 193 (52%) interacting users (cookies) clickedYes 10218 (48%) interacting users (cookies) clickedNo Source: gemiusDirectEffect17.05.2011 - 26.06.2011

  13. Actions performed by users (cookies) during the campaign What are actions? Over 18 thousand of users saw the campaign motto “Carefree - feel the morning freshness for the whole day!” presented at the end of the video. Almost All of them reached it after clicking the “Play” button visible on the banner. Load of this frame What are clicks? Click on "Play" button Source: gemiusDirectEffect 17.05.2011 - 26.06.2011

  14. How many users (cookies) had contact with the campaign?- distribution by days The cookie accumulation was increasing gradually throughout the analyzed period. The two days with a noticeably high number of users (cookies) were: May, 30th-on that day some newwebsites joined thecampaign, June, 13th–on that day high number of impressions on ”www.demotyvacija.lt” had an impact on theresults for thewholecampaign. Source: gemiusDirectEffect 17.05.2011 - 26.06.2011 The chart only shows part of the campaign period (24.05-19.06.2011).

  15. Measuring multimedia content (statistics concern the 250x250 creative format)

  16. How long did the viewers watch the video? 43,2% completed materials out of all views 2,8views per visitor (cookie) 1,2completed materials per visitor (cookie) Source: gemiusStream 23.05.2011 - 26.06.2011

  17. How long did the viewers watch the video?- distribution by days The Carefree video seemed to be really involving - Almost half of the watched materials were watched completely (43,2%), which is an impressive result. The chart shows one week (30.05-05.06.2011) of the campaign period. Source: gemiusStream 23.05.2011 - 26.06.2011

  18. How long did the viewers watch the video?- distribution by hours The campaign viewers belonged rather to night owls - The largest shareof completed materials per viewsoccurred between 1:00 AM and 2:00 AM(63%) . The chart shows one day (2011.06.04) of the campaign period. Source: gemiusStream 23.05.2011 - 26.06.2011

  19. Yes vs. No - How high is the views share? Do you feel fresh? Yes/No In the given week: 35% of views occurred on the No video 24% of views occurred on the Yes video 41%of views did not reach theYes or No video The chart shows one week (30.05-05.06.2011) of the campaign period. Source: gemiusStream 23.05.2011 - 26.06.2011

  20. Definitions and Methodology vs.

  21. Definitions • Visitor (cookie)– the number of users who played at least one item from a Material Group within a particular time interval. • Views– number of started runs. The number of displays defines the advertising potential of a material in the context of pre-roll advertisements. A run is a sequence of streams which starts with loading of a material into a player and finishes with a user's action leading either to closure or reload of the material by the player. • Completed materials– total number of completed materials performed within a Material Group in a defined time interval. By definition, a Completed Material takes place only in time interval in which it has been completed. • Cookie user – a user, whose browser accepts third-party cookie files. • Unique cookies [UCookies]– the number of cookie users, who performed at least one impression. • Real users [RU] – the number of people (based on calculations of gemiusAudience research), who performed at least one impression. • Impressions [Imp] – the number of ad deliveries, measured at the end of creative code execution. • Clicks [Clicks]– the number of clicks on an advertisement. • Click-through rate [CTR]– the ratio of clicks and impressions, expressed as a percentage. • Unique CTR [UCTR] – the ratio of clicking users and unique cookies, expressed as a percentage. • Interactions [Iact]– the number of events, which were defined for a creative as interactions. The most • common example of an interaction is the expansion of a creative. • Unique interactions [UIact]– the number of cookie users, who performed at least one cookie interaction. • Actions [Actions]– the number of action page views, performed by cookie users after exposure to the relevant ad.

  22. About the products • Agency adserver • Researches the direct response to your online advertising campaign and directly measures the internet user’s behavior . • Uses the Cookie technology to define individual users (cookies) and is based on tracking scripts, embedded in the codes of the campaign's creative, are responsible for monitoring impressions and clicks on the creative . • Summary Reports (Periodic Reporting on a Campaign,Post-buy Report for a Campaign, Comparison of Campaigns) as well as Reach Reports (Analyzing Benchmarks). • The real-time statistics are available via the multitasking interface. With the interface you can manage your campaign and gain information about the number of impressions and clicks on the advertisement as well as the number of users (cookies) and Real Users whom the campaign reached and who directly responded to the campaign. • Video analytics • Gives a thorough insight into the behaviour of users who view multimedia content (audio and video) on the internet. • Uses  information about users (derived from cookies) viewing multimedia materials as well as data concerning actions (such as rewinding/fast-forwarding, staring/finishing or pausing) performed to the files while they were played on the appropriate applications (players). • Basic metrics in offline reports on the monthly basis • The statistics are computed immediately upon their arrival at the processing modules and are then presented via the interface. With the interface, client can perform a range of flexible and complex analyses for particular items or categories of content broken down into different time units (hours, days weeks, months).

  23. Benefits • Increase the advertising potential of multimedia players placed on the website • Provide advertisers with hard data about the performance of in-stream video ads • Identify preferences of the internet users visiting the website and thereby optimizepresented multimedia contents • Study the influence of changes in localization of particular multimedia files on the level of users’ interest • Access information about demographic profile of the users • Get a full overview of your campaign’s performance • Check if you spend your ad budgets effectively •  Find proper media buying models for your products and services • Track the action paths and detect where your users drop out (lose interest) • Optimize your creatives and landing pages

  24. About Gemius Some of our Clients: Media houses<< MediaCom, Mediaedge:cia, MindShare, OMD, Starcom Next, Universal McCann Media << NASPERS, MSN, Axel Springer, Edipresse Financial industry << Fortis Bank, Raiffeisen, Santander, Allianz, AVIVA, ING FMCG<< Danone, Unilever Car industry << Renault, Skoda, Suzuki Telecommunication<< Deutsche Telekom, Vodafone Gemiusis an international research agency, the leader and forerunner in the field of research of the internet and on the internet in Europe and in the Middle East. Originating in Poland, Gemius has expanded across the EMEA region and is now currently operating on thirty markets. The company is the pioneer of the full hybrid methodology for online audience measurement, integrating both consumer panels and advanced site-centric research, giving media planners highly credible results (gemiusAudience). It also offers professional research solutions, analytical and advisory services, from site-centric and user-centric studies to technologically-advanced tools for studying internet user behaviour on chosen websites (gemiusTraffic), internet user socio-demographic profiles (gemiusProfile), the quality of WWW page usage (gemiusUsability) and the effectiveness of internet advertising campaigns (gemiusEffect). Gemius also conducts research related to subjects submitted by customers (gemiusAdHoc). Apart from the above-mentioned research services, Gemius offers studies on the behaviour of users who view online multimedia content (gemiusStream) and a research tool for immediate measurement and presentation of all clicks made by internet users on a website (gemiusHeatMap).

  25. Contact: Marta Klepka International Marketing Director marta.klepka@gemius.com marketing@gemius.com Gemius SA 7 Woloska Street Warsaw 02-675 Poland Phone no. +48 22 390 90 90 Fax no. +48 22 874 41 01

  26. Join us @ Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom

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