The evolution of the Internet & the importance of measurement

The evolution of the Internet &

the importance of measurement

The speed of change

2

The speed of change

Source: ISPA, private connec3ons ( free connec3ons not included), Belgium  3

The speed of change

4

According to the Microsoft report “Europe Logs On”*…

•  The internet consumption will soon outstrip traditional TV

•  Internet use on PCs will drop from 95% today to only 50% over the next 5 years as other

web enabled devices such as IPTV, games consoles and mobile phones become more

popular

•  Online video has established itself as the most popular online entertainment application,

with more than 1 in 4 (28%) Europeans watching short or full-length videos – an

increase of over 150% since 2006

•  Content (such as news websites and online video) and communication services (such as

email and social networks) represent 65% of all time spent online

Social Networks Play an ever increasing role in daily life

•  4.6 million Belgians are active in a social network

•  Comscore highlights 130 social networks being used by Belgians on a daily basis

•  Average users makes up to 20 visits per month

•  Average time spent per visit 12 minutes

•  Facebook & Netlog, n° 1 & 2 Social Networks

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Social media usage still is locally determined

•  Which country generates most of the blogs?

Sweden Poland Belgium The Netherlands Germany Italy

•  Which country generates the less?

•  In which country the gap between reading and believing a blog content is the highest?

•  Which country has the most media pirates?

•  Which country has the most sites containing price comparisons?

•  In which country the internet penetration on the work floor is decreasing since 2004 ?

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Web & Search usage in Belgium

Sources:
*Comscore
Oct
2009;
**
IAB
–
SEM
Study,
Insights


Reach 88% 

Search
Reach
in
Belgium*


Regular Internet users in Belgium

5,5 million*

54%*** 

What’s your default homepage?

** 

50% 

Search websites have the highest reach of all online

properties in Belgium…

The digital transformation of marketing

video sharing social networks blogs forums personal pages msm sites radio mags newspapers online ads outdoor television

‘advertising’

social"

media

BOUGHT MEDIA

EARNED MEDIA

OWNED MEDIA

  All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media

  Typical corporate media spend drives people to Owned Media

  First-person commentary and content about the brand posted and shared across a variety of venues

  “Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)

Transformation of the media landscape

The need to measure

Measurement topics that need (y)our attention

•  Web audience measurement

•  Ad spend auditing

•  Performance benchmarking

–  The intermedia / interchannel comparison –  The KPI fit

–  The ROI measurement

Campaign measurement

•  The beginning of ad serving in the late nineties

–  At the end of the nineties internet campaigns were measured by different sources and limited to impressions and clicks.

–  Media agencies put more time in comparing the viability of these different sources than in planning and buying campaigns.

–  Solution: third party ad serving management:

–  Worldwide recognized tools for measuring internet (display) campaigns –  Centralized campaign control

–  Result harmonizations

–  Counting, follow-up, modification & optimization, –  Negotiation tool

–  Reporting tool for capitalization on historic lay down

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Campaign measurement

•  It’s not only about impressions and clicks.

–  At the beginning of 2000 ad servers developed techniques to measure the awareness effect of a campaign

–  -- > Post-click and post-impressions behavior is measurable as from now:

–  Behavioral measurement of the visitor of the advertiser’s site after seeing the banner on a site (post-impression behavior) OR after having clicked on a banner (post-click behavior).

–  Gives an answer on :

–  How much leads a campaign has generated ? –  Which creative generated the most leads ? –  What is the cost per lead ?

–  Which sites or channels are the most performing ? –  Allows optimization and evaluation of sites and campaigns.

Campaign measurement

•  And then there was search

–  When Google opened his offices in Belgium, the investments in SEA increased very fast. –  Also the Belgian market was confronted with ROI data as results of a campaign in real time.

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Campaign measurement

•  Match search data with display data

–  The reporting becomes more and more complex, with the development of dashboard as a necessary result. Measuring, optimisation and reporting is again a full time job.

Campaign measurement

• 

Interaction with the ad

• 

Traffic generated on the website

• 

Views (video)

• 

Online subscriptions

• 

Online sales

• 

Reach

• 

Repetition

• 

Attitudinal measures (awareness, etc.)

• 

Positive/negative emotions &

conversations

•  Internet allows to measure real time

data, but the tools and infrastructure is

only made to track internet campaigns

•  However the impact of a campaign is

the result of a complete media mix

•  Ideally however the impact of the

Internet part of a marketing mix

should be measured by using one

central data dashboard, with same

definitions and methodology than for

other media

•  Internet and KPI’s

Web audience measurement

•  So, we’ve come a long way from multi sources & multi defined clicks, impressions &

page view data to unisource CIM surveys

–  CIM Metriweb measuring the web traffic –  CIM Metriprofil analysing web audiences

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Web audience measurement

•  But there are still some important hurdles to overcome

–  CIM Metriweb & Metriprofil only measure a part of the Internet reality

–  Combination of sources still is a necessity to complete the total picture (e .g. Comscore)

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Ad spend auditing

•  Market analysis for monitoring ad spends on the web are based on CIM MDB

Ad spend auditing

•  Market analysis for monitoring ad spends on the web are based on CIM MDB

•  This gives an ever smaller vision on reality

Ad spend auditing

•  Market analysis for monitoring ad spends on the web are based on CIM MDB

•  This gives an ever smaller vision on reality

Performance benchmarking

• 

The intermedia / interchannel comparison or the necessity to measure

crossmedia performances as a result of the conversion of technology

–  All major media agencies offer software applications that estimate combined media

performances. Disadvantage: all are based on knowledge base hypothesis rather than 360° media research

–  The « Appollo »-project, Touchpoint 2.0 in the UK, Médiamétrie Crossmedia in

France and the CIM « Hub »-project in Belgium are initiatives that tend to integrate media research of different surveys

Performance benchmarking

•  The KPI fit

Social media: how to measure this impactful, uncontrollable

source of information

•  Social media tracking

•  Monitoring, measuring volumes and analysing discussions on social media:

 News, forums, blogs (open source)   Product launches

  Campaign effects

  Competitive buzz, WOM trends, ...   Consumer insights

 Results per country / language  Daily updates

 Interactive graphs ...

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Performance benchmarking

  The ROI measurement through econometric modeling

–  In most markets, and with offline media, the more you spend the more you get.

–  But the extra spend past a certain point is less effective

(has lower ROI)

Performance benchmarking

  The ROI measurement through econometric modeling

–  An example from our database of cases in the Telecom sector

–  At a total campaign level, the least effective campaigns use dominant TV and smallest

amount of Online

Thank you for your attention