Basic presentation on measuring actual effectiveness of digital advertising campaigns. Prepared for SmartAD seminar "How to turn ad spendings into ad earnings" in Riga, Latvia, 25.09.2010. By Janis Polis, Head of Digital R&D, MediaSCOPE

1. Soyourdigitalcampaign got 10% moreclicksthistime... Jānis Polis, HeadofDigital R&D, MediaSCOPE 25.08.2010

2. DigitalmarketingintheBalticsison a fastrise

3. OK, maybenot thatfast. Butstill... Data:LatvianAssociationofAdvertising, June 2010

4. Simplifiedmediabuyingcycle briefs reports plans & buys reports

5. Recession = moreattention to ROI Butwhatisour successmetrix?

6. Ifthisishow it looksunderthehoodofyourdigitalcampaignmeasurementvehicle...

7. ... thenthisiswhatyou’reprobablydriving!

8. To determine digital campaign success level in 2010, more data and different KPIs are required

9. Defininggoalswillhelp to chooserightcommunicationtactics, adpurchasingmodels andcorrectsucessmetrixforyourcampaign

10. Client: abrewery Goal: to increase customeremotional engagement with a beer brand Creative solution: interactive visual beer life story on brands web Media plan: Two 2 week periods with 1 month in between with call-to-action banners in horizontal portals (4000000 bought ad impressions for each period) Agency estimate: 0,18 % CTR, 14400 clicks on banners

11. After 2 weeks media reports to agency and agency to client that: In first placement period banners received 4000000 impressions and generated 8000 clicks with 0.20% CTR After 6 weeks media reports to agency and agency to client that: In second placement period banners received 4000000 impressions and generated 8800 clicks with 0.22% CTR So campaign generated 2400 more clicks than estimated and second placement period received 10% more clicks than first. Should everyone drink champagne? OPTION

12. Thesefactsarevital to determineactualeffectivenessofcampaign What’smissing? Information: How manypeopleactuallyopenedandsawclientspage? (succesfulclicks) How manyvisitorssawandinteractedwithinteractivevisuals? (actionrate) What % ofvisitorsventuredfurtherinthepage? Where? (path) How manypeoplesawthebanner, didnotclick, butvisitedpagelater? (long-tale) How manyofpurchasedimpressionswasdisplayedbelowthefoldandnotseenatall? (in-screenimpressions) Reaction: Replacement ofunderperformingcreativesormediaplacementsduringcampaign. Improvementofclient’swebpageusability, according to realtimecampaignperformancedata. Buttheyarenotthateasy to gatherandanalyze

13. Sometoolsarefree...

14. Forsomeyouhave to payfor Reach Mediaeffectiveness Impactonpage ROI

15. Butwhatifthat’s a socialmediacampaign?

16. Insocialmediathereisanotherkindofcampaignsuccessmetrix, butKPIsstillmustbechosenaccording to setgoals Msgreach – likes, reposts, retweets, sharing. Communitybuilding – fans, followers, interactions Directsales, leads– acquisitions, leads, ROI

17. It isnoteasy to startmeasuringmore, butonceyoudo, it’salwaysworththeeffort. Sopushyourclients, pushyouragencies

18. janis.polis@mediascope.lv Twitter.com/JanisPolis LinkedIn.com/in/JanisPolis