奥美广告_brandimpact_media_planning.ppt

BrandImpact™Media Planning Rex Briggs Millward Brown InteractiveJune 1999
Proving Ad Effectiveness is Crucial
Association of National Advertisers (ANA) report on 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 panies’ 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 pare 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
mercials
Sponsorships
FULL REPORTS AVAILABLE
THE BIG UNKOWN:MEDIA PLANNING ONLINE