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奥美广告_brandimpact_media_planning.ppt
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奥美广告_brandimpact_media_planning.pptBrandImpact™ Media Planning Rex Briggs Millward Brown Interactive June 1999
Proving Ad Effectiveness is Crucial
Association of National Advertisers (ANA) report on Internet advertising

68% cited “no proof of ROI” as the main barrier to more online ad spending
58% say their is a lack of reliable and accurate ad measurement.
Most online ad efforts by ANA members are branding oriented
74% of them count on their companies’ branding budget for online ad dollars, up 12% from last year


Outline
Why measure BrandImpact
How do you know if it really works?
Media planning: The big unknown
How you can help
What is “Branding”
Not magic dust to sprinkle on a campaign when clickthroughs are low
Branding is a GOAL not and excuse
Branding sells products
Branding drives stock prices
Branding is quantifiable
We can observe and measure when branding is working
HOW DO YOU KNOW IF AN AD WORKS?
OBJECTIVE OF METHODOLOGY
How do you isolate the impact of Web ads?
BrandImpact Measurement
Watch, ask, learn, know (WALK)…
Observe web users as they are exposed to online advertising
Measure the response of a small, but representative, sample of those who saw your ad
Compare their responses to those who did not see your ad to quantify the “BrandImpact”

KEY BUSINESS QUESTION:
Does Online Advertising Work?

Do they remember your advertisement?
Does it enhance the brand’s image?
Does it increase sales?
ONLINE ADS WORK!
Studies for:
Banners
Interstitials/intermercials
Rich Media
Cursor advertising
Streaming commercials
Sponsorships


THE BIG UNKOWN: MEDIA PLANNING ONLINE
KEY BUSINESS QUESTION:
How do you plan online advertising?

What is the impact of frequency?
On brand’s image?
On sales?
What is the decay in effect?

MEDIA PLANNING
Largest and most comprehensive study ever:
Real-world observation of effectiveness
10 Brands
300+ Sites
100,000+ Users surveyed
Frequency and decay measured




MEDIA PLANNING
Frequency and decay are key variables in planning media:
7 levels of frequency
3 levels of decay
Investigate relationship with site affinity and context targeting
BrandImpact™ Media Planning
WE NEED YOUR HELP
You Can Help!
Two opportunities for participation
1. Randomly sampling users for participation
2. Let AdForce serve some of your ads
One 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.


AdForce Ad Server Ensures Inventory is not affected
TEST LEARN EVOLVE

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