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Proving the Value of Online Advertising in Ireland

Proving the Value of Online Advertising in Ireland. Branding Beyond Sentiment. Don Howarth, Country Manager, Ireland | 21 st February 2013. Agenda. The Click Does Online Advertising in Ireland Deliver? Does Online Advertising in Ireland Work? Comparing Ireland with Other Markets

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Proving the Value of Online Advertising in Ireland

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  1. Proving the Value of Online Advertising in Ireland Branding Beyond Sentiment Don Howarth, Country Manager, Ireland | 21st February 2013

  2. Agenda • The Click • Does Online Advertising in Ireland Deliver? • Does Online Advertising in Ireland Work? • Comparing Ireland with Other Markets • Summary

  3. But First…

  4. A Big Thanks to the Brands Involved

  5. And Special Thanks to the Agencies That • Helped to Make This Happen

  6. Beyond the Click

  7. In the beginning there was a promise…

  8. The Internet is the ‘most measured and most accountable’ medium

  9. Source: DoubleClick Benchmarks data from Google.com Measurement Only Gets You so Far… …Especially if What You’re Measuring is a 1 in a 1,000 Event!

  10. Source: IAB PwC Online Adspend Study, November 2012 • Display Advertising in Ireland up 18.8% - Driving Online Ad Spend Growth • (H1 2012 vs. H1 2011)

  11. Source: IAB PwC Online Adspend Study, November 2012 • FMCG – 16% • Finance – 12% • Telco – 10% • Entertainment & Media – 10% Share of Online Display Ad Spend in Ireland

  12. Does Online Advertising Deliver? Setting the Scene

  13. comScore Partnered With the IAB Ireland in the Middle of 2012 • Three campaigns were identified to analyse, representing three of the largest advertising sectors in Ireland: • Automotive – Renault • Telecommunications – 48 Months • Retail – IKEA • comScore passively tracked real people via our online panel, to measure who was exposed to the campaigns • Additional analysis was then undertaken to measure the behavioural impact of campaigns

  14. Creative Examples - Renault

  15. Creative Examples - IKEA

  16. Creative Examples – 48 Months

  17. Campaign Summaries • Source: comScore validated Campaign Essentials

  18. Campaign Build 1.9m 1.9m 1.1m • Source: comScore validated Campaign Essentials

  19. Does Online Advertising Work? Beyond the Click

  20. Methodology: Understanding Behavioural Effectiveness EXPOSED GROUP LIFT METRICS Search Behaviour Site Visitation Site Engagement Test and control groups matched on demographic and behavioural variables UNEXPOSED GROUP • Source: comScore Action Lift

  21. Source: comScore Action Lift • Impact in the four weeks after exposure • Exposed vs. Non-Exposed Search

  22. Source: comScore Action Lift Site Visitation – Reach of Advertiser Site

  23. Source: comScore Action Lift Site Engagement

  24. Source: comScore Action Lift Competitive Share of Voice - Pages

  25. Source: comScore Action Lift Competitive Share of Voice – Time Spent

  26. Ireland in Context Comparing Irish Results With Other Markets

  27. Comparing Ireland With Other Markets • Ireland in isolation looks hugely positive • Comparing Irish results with other studies comScore has carried out continues to paint a fantastic picture • Source: comScore Action Lift

  28. Summary

  29. Summary & Key Takeaways • Each of the three campaigns demonstrated the ability of online display advertising to reach significant audiences • Although not touched on in this deck, the 48 Months campaign reached 88% of all 15-24 year olds online in Ireland • Not only did the campaigns reach a lot of people, they actually made people’s behaviour change: • Likelihood to search on a branded term related to the campaign up 172% • Likelihood to visit the advertiser’s website up 257% • Exposed users spent 9% longer on average on the advertiser site than those not exposed • And they viewed 67% more pages while they were there • When taken in the context of other comScore studies, these results show the impact of display advertising in Ireland to be greater than the impact in the US or Europe as a whole

  30. Further References/Reading • How Online Advertising Works: Whither the Click? • http://www.comscore.com/Insights/Presentations_and_Whitepapers/2008/How_Online_Advertising_Works_Whither_The_Click • How Online Advertising Works: Whither the Click in Europe? • http://www.comscore.com/Insights/Presentations_and_Whitepapers/2010/How_Online_Advertising_Works_Whither_the_Click_in_Europe • validated Campaign Essentials – UK Charter Program • http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/validated_Campaign_Essentials_Breakfast_Briefing • Placement Strategy Study with ValueClick • http://www.comscore.com/Insights/Presentations_and_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

  31. Don Howarth • Country Manager, Ireland • +44 20 7099 1767 • dhowarth@comscore.com Thank You

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