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SLIDE * BrandImpact? Media Planning Rex Briggs Millward Brown InteractiveJune 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 Source: May 1999 ANA 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? Online Marketing Traditional Marketing Web Ads Peer influence Press influence BrandImpact 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 FULL REPORTS AVAILABLEwww.MB 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