奥美广告_brandimpact_media_planning

1、SLIDE 1SLIDE 2Association of National Advertisers (ANA) report on Internet advertising68% cited “no proof of ROI” as the main barrier to more online ad spending58% say their is a lack of reliable and accurate ad measurement.Most online ad efforts by ANA members are branding oriented74% of them count

2、 on their companies branding budget for online ad dollars, up 12% from last yearSource: May 1999 ANASLIDE 3Why measure BrandImpactHow do you know if it really works?Media planning: The big unknownHow you can helpSLIDE 4Not magic dust to sprinkle on a campaign when clickthroughs are lowBranding is a

3、GOAL not and excuseBranding sells productsBranding drives stock prices Branding is quantifiableWe can observe and measure when branding is workingSLIDE 5SLIDE 6Online MarketingTraditional MarketingPeer influencePress influenceSLIDE 7Watch, ask, learn, know (WALK)Observe web users as they are exposed

4、 to online advertisingMeasure the response of a small, but representative, sample of those who saw your adCompare their responses to those who did not see your ad to quantify the “BrandImpact” SLIDE 8Does Online Advertising Work?Do they remember your advertisement?Does it enhance the brands image?Do

5、es it increase sales?SLIDE 9Studies for:BannersInterstitials/intermercialsRich MediaCursor advertisingStreaming commercialsSponsorshipsSLIDE 10SLIDE 11How do you plan online advertising?What is the impact of frequency?On brands image?On sales? What is the decay in effect?SLIDE 12Largest and most com

6、prehensive study ever:Real-world observation of effectiveness 10 Brands 300+ Sites100,000+ Users surveyedFrequency and decay measuredSLIDE 13Frequency and decay are key variables in planning media:7 levels of frequency3 levels of decayInvestigate relationship with site affinity and context targeting

7、SLIDE 14SLIDE 15SLIDE 16Two opportunities for participation 1. Randomly sampling users for participation 2. Let AdForce serve some of your adsOne or more campaign, anything will help. How it works: Example: 1,000,000 impressions for “Schick”AdForce will deliver 1,000,000 impressions for “Schick”, and will also deliver 10,000 impressions for the IAB study to participants.SLIDE 17Participating has:Almost no impact on inven