奥美广告_brandimpact_media_planning

SLIDE1BrandImpact™MediaPlanningRexBriggsMillwardBrownInteractiveJune1999SLIDE2ProvingAdEffectivenessisCrucialAssociationofNationalAdvertisers(ANA)reportonInternetadvertising68%cited“noproofofROI”asthemainbarriertomoreonlineadspending58%saytheirisalackofreliableandaccurateadmeasurement.MostonlineadeffortsbyANAmembersarebrandingoriented74%ofthemcountontheircompanies’brandingbudgetforonlineaddollars,up12%fromlastyearSource:May1999ANASLIDE3OutlineWhymeasureBrandImpactHowdoyouknowifitreallyworks?Mediaplanning:ThebigunknownHowyoucanhelpSLIDE4Whatis“Branding”NotmagicdusttosprinkleonacampaignwhenclickthroughsarelowBrandingisaGOALnotandexcuseBrandingsellsproductsBrandingdrivesstockpricesBrandingisquantifiableWecanobserveandmeasurewhenbrandingisworkingSLIDE5HOWDOYOUKNOWIFANADWORKS?SLIDE6OBJECTIVEOFMETHODOLOGYHowdoyouisolatetheimpactofWebads?OnlineMarketingTraditionalMarketingWebAdsPeerinfluencePressinfluenceBrandImpactSLIDE7BrandImpactMeasurementWatch,ask,learn,know(WALK)…ObservewebusersastheyareexposedtoonlineadvertisingMeasuretheresponseofasmall,butrepresentative,sampleofthosewhosawyouradComparetheirresponsestothosewhodidnotseeyouradtoquantifythe“BrandImpact”SLIDE8KEYBUSINESSQUESTION:DoesOnlineAdvertisingWork?Dotheyrememberyouradvertisement?Doesitenhancethebrand’simage?Doesitincreasesales?SLIDE9ONLINEADSWORK!Studiesfor:BannersInterstitials/intermercialsRichMediaCursoradvertisingStreamingcommercialsSponsorshipsFULLREPORTSAVAILABLE:Howdoyouplanonlineadvertising?Whatistheimpactoffrequency?Onbrand’simage?Onsales?Whatisthedecayineffect?SLIDE12MEDIAPLANNINGLargestandmostcomprehensivestudyever:Real-worldobservationofeffectiveness10Brands300+Sites100,000+UserssurveyedFrequencyanddecaymeasuredSLIDE13MEDIAPLANNINGFrequencyanddecayarekeyvariablesinplanningmedia:7levelsoffrequency3levelsofdecayInvestigaterelationshipwithsiteaffinityandcontexttargetingSLIDE14BrandImpact™MediaPlanningSLIDE15WENEEDYOURHELPSLIDE16YouCanHelp!Twoopportunitiesforparticipation1.Randomlysamplingusersforparticipation2.LetAdForceservesomeofyouradsOneormorecampaign,anythingwillhelp.Howitworks:Example:1,000,000impressionsfor“Schick”AdForcewilldeliver1,000,000impressionsfor“Schick”,andwillalsodeliver10,000impressionsfortheIABstudytoparticipants.SLIDE17AdForceAdServerEnsuresInventoryisnotaffectedParticipatinghas:AlmostnoimpactoninventoryYourparticipationhelpsusachieve[e-mail]@mbinteractive.com