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Cross Media Analysis


Measuring Google Display Network (GDN)
in the media mix




                                         1
Main content
Summary
Set-up and Objectives
    • Campaign objectives
    • Study objectives
    • ROI model
    • Set-up research
Analysis
    • Cost
    • Impact
    • Cost/effect
Outcomes & implications
Appendix




                            2
Summary
Main conclusions
       Google Display Network most efficient at driving visits to website (>15s).
   1   •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV.
       •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP.

       TV reaches majority of population. Google Display Network has lowest cost/GRP.
       •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio.
   2   •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a
          high effective reach.
       Targeting quality to be increased by better definition of target audience.
       •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the quality of
   3      targeting.
       •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior.

Background                                                        ROI Model
Industry        Car Insurance
                AllSecur                                                   Cost
Objective       Increase sales, measured by increase in
                website visits to AllSecur domain with
                duration longer than 15 seconds

Research Type   Cross Media: TV, Radio, Online (Display               Targeting                                Cost/Effect
                on Google and IMX)


                                                                         Impact

                                                                                                                                    3
TV most effective in driving website visits,
Google Display Network most efficient

        Impact                  Effectiveness     Efficiency
KPI score on  KPI score on      Impact x Reach   Impact x Reach
             -
exposed group unexposed group                       Budget


     Site visit > 15 sec




                                                                  4
Set-up and objectives




                        5
Campaign Objective & Creative Materials
Campaign objective          •  Drive visits to Allsecur website with a duration longer than 15 seconds


TV
Commercial for independent car insurance comparison




Commercial for claims support




Online




                                                                                                         6
Study objectives
Main Research questions



 1      Online and off-line have different “languages”: how do we integrate towards one currency?




 2      Online and off-line have different impact and cost: how do we compare them?



Research Questions TV, Radio & Online




 •  How do cost per GRP/Impressions for TV, Radio and Online compare?
       •  How do reach and (effective) frequency compare?
       •  How much of the Radio and Online reach is unique?
 •  How does targeting of Radio and Online compare to TV?
 •  What is the impact of TV, Radio and Online on website visits?
 •  How do cost/effect (ROI) for TV, Radio and Online compare in driving website visits ?




                                                                                                    7
ROI Model


                     Cost




               Targeting                                                                        Cost/Effect




                  Impact


   Efficiency consists of three components; (1) cost per contact, (2) % of waste generated (wrong target group or people not being
   in market for your product) and (3) impact caused by the format (each individual media type has a different impact per contact).


                                                                                                                                      8
Set-up Research



        Week




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                            Onafhankelijke Vergelijker                                            Schadecoach
TV
Radio
GDN Awareness
GDN Sales
GDN Awareness
GDN Sales




                                                                                                                                          9
Single Source Media Research
                                                                        TV                                 Radio

                    Visits to
                    website


                                                                                       Media



                                                                                                              Online




                        Psycho                                         Demo-
                        graphic               Personal                 graphic




“Single source” measurement means that from each member of the panel we know the media consumption (TV, Radio and Online) as well as the
website visitation behavior. This allows for a calculation of media impact on this metric.
                                                                                                                                       10
Analysis 2: Cost


  Cost


Targeting   Cost/Effect


 Impact

                         11
TV reaches majority of population,
       GDN has lowest cost/GRP

                        Budget
                     allocation




       Cost/GRP (indexed)                      Reach




Avg contact
frequency     12.0      48.5      16.5   9.7
GRPs          1154      4283      658    246
                                                       12
1+ Reach: TV reaches majority of population




                                                            Media type
                                                            mentioned second



                                                           Overlapping reach
                                                           between both
                                                           media




                                                          Media type
                                                          mentioned first




Reach has been measured over the total half year period
                                                                               13
3+ and 5+ Reach: At effective contact frequencies
overlapping reach between media decreases


                                                   Left column: 3+ reach
                                                   Right column: 5+ reach




                                                                 Media type
                                                                 mentioned second

                                                                 Overlapping reach
                                                                 between both media

                                                                Media type
                                                                mentioned first




                                                                                  14
Analysis 2: Impact

   Cost


 Targeting
 Targeting   Cost/Effect


  Impact
  Impact


                          15
No uplift in website visits as a result of Radio contacts.
TV +46% and GDN +36%.
Site visit > 15 sec




Effects shown are without the influences of other media types, effects are single media effects

                                                                                              16
Optimal frequency for TV is between 3 and 5
Optimal frequency for Online is between 5 and 8
Percentage that stays on website > 15 seconds




                                                                                TV




                                                                                IMX Display

                                                                                Google Display




                                                                                Radio




                                                Number of contacts with media



                                                                                                 17
Analysis 3: Cost/Effect (ROI)


   Cost


Targeting       Cost/Effect
                 Cost/Effect


  Impact
   Impact	
  


                               18
Calculation of effect and efficiency


                       KPI score on
                                       -   KPI score on
 Vision &
       Impact
 Mission          =    exposed group       unexposed group




   Effectiveness   =           Impact x Reach




                                 Impact x Reach
    Cost/Effect    =               ____________
                                      Budget




                                                             19
TV most effective in driving website visits,
Google Display Network most efficient

        Impact                  Effectiveness     Efficiency
KPI score on  KPI score on      Impact x Reach   Impact x Reach
             -
exposed group unexposed group                       Budget


     Site visit > 15 sec




                                                                  20
Outcomes & Implications




                          21
TV most effective in driving website visits,
Google Display most efficient due to lower cost
               Cost
      Radio Index:
                        4.5
     Google Display Index:    14.0
     IMX Index:               13.4



            Targeting                     Cost/Effect
     Radio Index:             1.5    Radio Index:             0
     Google Display Index:    1.2    Google Display Index:   7.8
     IMX Index:               1.1    IMX Index:              4.2



              Impact
     Radio Index:              0
     Google Display Index:    0.46
     IMX Index:               0.31




                                                                   22
Outcomes & implications
          Google Display Network most efficient at driving visits to website (>15s).

 1        •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV.
          •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP.



          TV reaches majority of population. Google Display Network has lowest cost/GRP.

 2        •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio.
          •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to
             achieve a high effective reach.


          Targeting quality to be increased by better definition of target audience.
          •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the

 3           quality of targeting.
          •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying
             behavior.




Note: Radio did not have an impact on website visits despite high reach and low cost/GRP. This study evaluated website visits as a direct response metric, however radio
may have driven awareness which was outside the scope of the study.




                                                                                                                                                                           23
Appendix




           24
Profile of sample
Education




District           Demographic Situation




                                           25

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Measuring Google Display Network (GDN) in the mix

  • 1. Cross Media Analysis Measuring Google Display Network (GDN) in the media mix 1
  • 2. Main content Summary Set-up and Objectives • Campaign objectives • Study objectives • ROI model • Set-up research Analysis • Cost • Impact • Cost/effect Outcomes & implications Appendix 2
  • 3. Summary Main conclusions Google Display Network most efficient at driving visits to website (>15s). 1 •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP. TV reaches majority of population. Google Display Network has lowest cost/GRP. •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. 2 •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a high effective reach. Targeting quality to be increased by better definition of target audience. •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the quality of 3 targeting. •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior. Background ROI Model Industry Car Insurance AllSecur Cost Objective Increase sales, measured by increase in website visits to AllSecur domain with duration longer than 15 seconds Research Type Cross Media: TV, Radio, Online (Display Targeting Cost/Effect on Google and IMX) Impact 3
  • 4. TV most effective in driving website visits, Google Display Network most efficient Impact Effectiveness Efficiency KPI score on KPI score on Impact x Reach Impact x Reach - exposed group unexposed group Budget Site visit > 15 sec 4
  • 6. Campaign Objective & Creative Materials Campaign objective •  Drive visits to Allsecur website with a duration longer than 15 seconds TV Commercial for independent car insurance comparison Commercial for claims support Online 6
  • 7. Study objectives Main Research questions 1 Online and off-line have different “languages”: how do we integrate towards one currency? 2 Online and off-line have different impact and cost: how do we compare them? Research Questions TV, Radio & Online •  How do cost per GRP/Impressions for TV, Radio and Online compare? •  How do reach and (effective) frequency compare? •  How much of the Radio and Online reach is unique? •  How does targeting of Radio and Online compare to TV? •  What is the impact of TV, Radio and Online on website visits? •  How do cost/effect (ROI) for TV, Radio and Online compare in driving website visits ? 7
  • 8. ROI Model Cost Targeting Cost/Effect Impact Efficiency consists of three components; (1) cost per contact, (2) % of waste generated (wrong target group or people not being in market for your product) and (3) impact caused by the format (each individual media type has a different impact per contact). 8
  • 9. Set-up Research Week 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 1 2 3 4 5 6 7 8 9 Onafhankelijke Vergelijker Schadecoach TV Radio GDN Awareness GDN Sales GDN Awareness GDN Sales 9
  • 10. Single Source Media Research TV Radio Visits to website Media Online Psycho Demo- graphic Personal graphic “Single source” measurement means that from each member of the panel we know the media consumption (TV, Radio and Online) as well as the website visitation behavior. This allows for a calculation of media impact on this metric. 10
  • 11. Analysis 2: Cost Cost Targeting Cost/Effect Impact 11
  • 12. TV reaches majority of population, GDN has lowest cost/GRP Budget allocation Cost/GRP (indexed) Reach Avg contact frequency 12.0 48.5 16.5 9.7 GRPs 1154 4283 658 246 12
  • 13. 1+ Reach: TV reaches majority of population Media type mentioned second Overlapping reach between both media Media type mentioned first Reach has been measured over the total half year period 13
  • 14. 3+ and 5+ Reach: At effective contact frequencies overlapping reach between media decreases Left column: 3+ reach Right column: 5+ reach Media type mentioned second Overlapping reach between both media Media type mentioned first 14
  • 15. Analysis 2: Impact Cost Targeting Targeting Cost/Effect Impact Impact 15
  • 16. No uplift in website visits as a result of Radio contacts. TV +46% and GDN +36%. Site visit > 15 sec Effects shown are without the influences of other media types, effects are single media effects 16
  • 17. Optimal frequency for TV is between 3 and 5 Optimal frequency for Online is between 5 and 8 Percentage that stays on website > 15 seconds TV IMX Display Google Display Radio Number of contacts with media 17
  • 18. Analysis 3: Cost/Effect (ROI) Cost Targeting Cost/Effect Cost/Effect Impact Impact   18
  • 19. Calculation of effect and efficiency KPI score on - KPI score on Vision & Impact Mission = exposed group unexposed group Effectiveness = Impact x Reach Impact x Reach Cost/Effect = ____________ Budget 19
  • 20. TV most effective in driving website visits, Google Display Network most efficient Impact Effectiveness Efficiency KPI score on KPI score on Impact x Reach Impact x Reach - exposed group unexposed group Budget Site visit > 15 sec 20
  • 22. TV most effective in driving website visits, Google Display most efficient due to lower cost Cost Radio Index: 4.5 Google Display Index: 14.0 IMX Index: 13.4 Targeting Cost/Effect Radio Index: 1.5 Radio Index: 0 Google Display Index: 1.2 Google Display Index: 7.8 IMX Index: 1.1 IMX Index: 4.2 Impact Radio Index: 0 Google Display Index: 0.46 IMX Index: 0.31 22
  • 23. Outcomes & implications Google Display Network most efficient at driving visits to website (>15s). 1 •  GDN delivers 23% of the effect for 2% of the budget and is therefore 7.8 times more efficient than TV. •  TV has more reach and impact per impression, however GDN is more efficient due to much lower cost/GRP. TV reaches majority of population. Google Display Network has lowest cost/GRP. 2 •  Cost/GRP on TV is 14 times higher than on GDN and 5 times higher than on Radio. •  At effective contact frequencies the overlap between media decreases: a combination of media is needed to achieve a high effective reach. Targeting quality to be increased by better definition of target audience. •  Current definitions of target audiences – based on demographics only – block the possibility to quantify the 3 quality of targeting. •  A segmentation study is needed to identify potential buyers based on online behavior and previous buying behavior. Note: Radio did not have an impact on website visits despite high reach and low cost/GRP. This study evaluated website visits as a direct response metric, however radio may have driven awareness which was outside the scope of the study. 23
  • 24. Appendix 24
  • 25. Profile of sample Education District Demographic Situation 25