GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Benchmarking: The Great Leap forward Stephan Knäble GfK Advanced Business Solutions (ABS)

May 2010

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Agenda II.

Client Benefits & ROI

Benchmarking

MEP 2010

General Learnings from 22 Month of WEP

Further MEP Improvements 2010 ff

May 2010

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Measuring online media effectiveness is hard…

…but many Advertisers have done it already with the help of the WEP

GfK likes to share first general results

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Clients of WEP Web Efficiency Panel (extract) 67 Single WEP Studies since July 2008 = BENCHMARKS

May 2010

II

4

Non FMCG:

Happy Time

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

II

Sectors for WEP Benchmarking (FMCG) 5

General Learnings & Best Practise Examples

Sector 1

Quantitative & Cross Media Incremental Sales

ROI Maximization

Sector 2 Campaign Performance

Quality of contacts (Customer Value)

Sector 3 Strategic Media Planning

Website & Search Affinity of Buyer Groups

Sector 4 Traffic Management

Homepage Visitors (Customer Value)

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

II

Service Modules Web Efficiency Panel FMCG 6

Sector 1

Quantitative & Cross Media Incremental Sales

ROI Maximasation

ROI

Sector 2 Campaign Performance

Quality of contacts (Customer Value)

Sector 3 Strategic Media Planning

Website & Search Affinity of Buyer Groups

Sector 4 Traffic Management

Homepage Visitors (Customer Value)

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

TV is the lead media channel…and Online still getting small shares in the Media Mix

7

GRPs of all evaluated Campaigns; Arithmetic Means GRPs are a measure for advertising pressure. The measure illustrates the gross-reach in % within the target group potential (net-reach in % x average contacts=GRP) 847,95

min=7,92 max=119,0

111,83

TV *Arithmetic Means **exposure in home only ***Gross=net

PRINT

57,29 Banner**

63,46 YouTube

II

min=0,8 max=121,8

28,85 SEM***

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Online Ad Impression contacts do sell FMCG Short Term Video Ads / YouTube show higher ROI than Banner TV will show much higher Net ROI

II

Gross-Return-on-Investment according to media channels; Arithmetic Means Coverage due to Non Measurement of Out of Home Online Usage ca. 50% Moving Images more efficient than Banner

1,03 min=0,13 max=1,22 min=0,03 max=0,99

1,40 min=0,22 max=4,22

min=0,42 max=1,63

0,65 min=0,02 max=0,42

0,27

0,14 Gross

TV *Arithmetic Means **exposure in home only ***Gross=net

Gross

PRINT

Gross

Banner**

Net

Net

YouTube

SEM ***

***

8

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Search AdImpressions sell FMCG Short Term. Due to the high involvement of Searchers (“lean forward”) SEM generates the highest ROI of all media channels

9

Gross-ROI; Arithmetic Means - SEM

1,40

1,03 min=0,13 max=1,22 min=0,03 max=0,99

min=0,22 max=4,22

min=0,42 max=1,63

0,65 min=0,02 max=0,42

0,27

0,28

0,14 TV

PRINT

BANNER

II

YouTube

SEM

TOTAL MEDIA

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Gross ROI shows best results if established big brands are advertised. This is driven by the ratio of media spend and turnover during the campaign ROI 144

Banner Bench Brand A Online Total

Turnover Vs Media Spend

151

100

52

Example: Turnover = 17 Mio Media Spend = 3 Mio

Media Pressure GRP

II

10

Gross-ROI - Online; Arithmetic Means Bench = Index 100

May 2010

Creation Uplift per contact

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Lift-Factor = Single Contact Quality SEM & YouTube showing highest impact per contact (Impression) Average Lift-Factor according to media channels; Arithmetic Means Incremental sales effect is +40% per contact with YT

1,19 min=1,01 max=1,60

TV *Arithmetic Means **exposure in home only ***Gross=net

1,11 min=1,02 max=1,23

PRINT

1,19

1,40

1,39

min=1,04 max=1,40

min=1,03 max=1,95

YouTube***

SEM***

min=1,01 max=1,40

Banner**

II

11

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Moving Images (Online) do increase TV effects if the message of both channels is linked Uplift per First Contact; Example out of 3 similar results

TV Effect

TV

1,09

TV+Print

1,10

TV+ YouTube

1,97

May 2010

II

12

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Social Media Comparable Video Ad show higher incremental sales effect in 2010 due to booking on high class environments in social media (StudiVZ. SchülerVZ, Facebook.)

II

13

Uplift Factor; Example out of 2 similar results 1,12

1,01

Banner Web 2009 (w/o Social Media)

May 2010

Banner Web 2010 (Same Video; Social Media)

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Online media campaigns over proportionally drive loyalty by increasing consumption levels and under proportionally gain New Buyers

II

14

Uplift Factor; Example out of 7 similar results

Uplift Factor of a Online Campaign 2009 1,31

1,06

New Buyers, 12 Month w/o purchase

May 2010

Repeat Buyers

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

II

Sectors for WEP Benchmarking (FMCG) 15

General Learnings & Best Practise Examples

Sector 1

Quantitative & Cross Media Incremental Sales

ROI Maximization

Sector 2 Campaign Performance

Quality of contacts (Customer Value)

Sector 3 Strategic Media Planning

Website & Search Affinity of Buyer Groups

Sector 4 Traffic Management

Homepage Visitors (Customer Value)

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Although Online Targeting models in almost all campaigns are working well there is a lack of reaching Consumers with a high Customer Value on category/brand Level. Media Planning on Buyer Target Groups is inevitable. % buying Brand A per Media channel during the campaign; Example

47,6

47,9

YouTube

Website

41,2 32,4

Brand A Total

35,6

TV Campaign 1

Online

Total

II

16

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

II

Sectors for WEP Benchmarking (FMCG) 17

General Learnings & Best Practise Examples

Sector 1

Quantitative & Cross Media Incremental Sales

ROI Maximization

Sector 2 Campaign Performance

Quality of contacts (Customer Value)

Sector 3 Strategic Media Planning

Website & Search Affinity of Buyer Groups

Placement

Sector 4 Traffic Management

Homepage Visitors (Customer Value)

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Different online channels covering different Target Groups. YouTube shows youngest profile, Banner Ads covering 20-39 but Search is overproportionally strong with 40-59 year old.

8,0%

1,0% 3,0% 10,0%

2,0% 9,0%

0,0% 2,0% 4,0%

1,0% 3,0% 10,0%

15,0%

13,0%

25,0%

27,0% 25,0%

27,0%

21,0% 25,0% 27,0%

36,0%

24,0%

17,0% 13,0%

10,0%

10,0%

4,0% Internet total

Website

GoogleAds

50 bis 59 years

YouTube

20 bis 29 years 14 bis 19 years

22,0%

19,0%

60 bis 69 years

30 bis 39 years

17,0%

24,0%

70 years and older

40 bis 49 years

16,0% 26,0%

II

18

Example out of 12 similar results 3,0%

May 2010

Banner Web

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Exclusive Reach YouTube shows highest share of incremental reach on top of TV

31% of all persons with YT contact did not have any contact to the TV campaign

31,28

15,22

25,84

min=6,7 max=58,90

min=18,7 max=58,90

min=4,20 max=39,90

Banner**

YouTube***

SEM**

min=9,0 max=22,3

PRINT

*Arithmetic Means **exposure in home only ***Gross=net

II

19

Average exclusive reach according to media channels

26,56

May 2010

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Content Placements seem to work better The Content placement (Gaming) works, Main Portals & Websites for Young Men not Average Lift Factors (Lift-Factor = 1 Means No Effects Measurable)

2,70

1,41

1,23

TV

1,00

Homepage

Google Ads

1,00

3C Gaming Ads

Young Men Affinty Ads

1,00

Reach Ads Main portals

20

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Banner are more effective if placed on content relevant websites instead of portals with high reach.

1,18

1,08

1,07

1,02

TV

Print

Banner Main Portals

Banner Content placement

Banner based on two common interest sites with strong coverage GoogleAdSense based on Google Content Network Banner Content Placement = Websites referring to Body Care

II

21

Uplift Factor; Example out of 5 similar results

1,09

May 2010

GoogleAdSense

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Due to a high affinity to brands the media impact is over proportionally driven by Consumers 50+.

22

Uplift factor; 3 Examples

Total

Target Group 50+ 1,47

1,13

1,25

1,21

1,09

1,03

Campaign 1

Campaign 2

II

Campaign 3

Campaign 1

Campaign 2

Campaign 3

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

SEM is especially successful if generic search words have been optimized on base of Search affinity’s of the Marketing Core Target Group

23

Search Affinty Monitor (SAM) Buyer Brand A Heavy Buyer

Web Overall Affinity

Share Search (%)

II

Affinity

Share Search (%)

14-29 years Affinity

Share Search (%)

Index > 110

Downloads Generic

100

12,4

105

12,9

123

15,2

Wallpaper

100

8,8

90

7,9

190

16,7

Audio

100

0,5

139

0,7

148

0,7

Spiele

100

0,3

83

0,3

187

0,6

Generic

100

0,1

198

0,2

261

0,3

Plattform

100

1,8

134

2,3

167

2,9

Generic

100

1,4

113

1,6

115

1,6

Organisation

100

0,6

123

0,7

70

0,4

Zweck

100

0,6

169

1,0

162

1,0

Generic

100

4,0

97

3,9

107

4,2

Google Earth

100

0,4

83

0,3

70

0,3

Google Maps

100

0,3

53

0,2

125

0,4

Apps

Charity

Maps

Index < 90

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

II

Sectors for WEP Benchmarking (FMCG) 24

General Learnings & Best Practise Examples

Sector 1

Quantitative & Cross Media Incremental Sales

ROI Maximization

Sector 2 Campaign Performance

Quality of contacts (Customer Value)

Sector 3 Strategic Media Planning

Website & Search Affinity of Buyer Groups

Sector 4 Traffic Management

Homepage Visitors (Customer Value)

Homepage

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Homepage visits do sell FMCG Short Term. The majority of Homepages lacking visitors already buying the brand or having a high potential for the brand. Penetration Brand A; Example out of 4 similar results

13,4%

Reason: uninteresting content and ineffective traffic generation.

7,4%

Benchmark: all Onliners

Visitor brandwebsite

May 2010

II

25

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

SEM is very effective in creating Homepage Traffic if the Landing Page offers content highly relevant to the Target Group. SEM is able to activate Non Buyers by bringing them to the Homepage via offering Top search terms with Google AdWord Coverage; Example Body Care                    

e cards ecards e cards kostenlos grußkarten wallpaper hintergrundbild kostenlos e-cards e-cards kostenlos handcreme im spender stundenplan hintergrundbilder gesichtscreme hintergrundbild grußkarten kostenlos stundenplan vorlage advents wallpaper kostenlose grußkarten twilight hintergrundbilder e-card bin so traurig grußkarte

Over 90% of search terms are generic! This is a positive result: Potential target groups that are not necessarily close to Brand A are activated via generic search terms!

May 2010

II

26

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Agenda II.

Client Benefits & ROI

Benchmarking

MEP 2010

General Learnings from 22 Month of WEP

Further MEP Improvements 2010 ff

May 2010

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

Completing the Puzzle MEP Outlook 2010 and beyond

May 2010

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

II

New Online Developments in the MEP 2010 29

 Online Usage will be reported for Persons 6+ instead of 14+  From April on Sniflet Software identify Pre/Mid/End-Rolls and the complete YouTube inventory automatically without any tagging  Application Monitor will enable Clients to measure the Usage of different Browsers & Applications  Implementation of Mobile Browsing Measurement in discussion

Web Usage Profiler (WUP)  Web based Tool to run analyses on Web Usage by Buyer Target Groups such as e.g. Heavy Buyer Brand, Category Buyers with Brand Affinity or Most Valuable Consumers (MVC)  Evaluation of own Homepage versus Competition  Evaluation of Social Media by Brand Buyers  Cross Media Usage Web-TV (Survey based)-Print  Traffic Analyses

Outlook & European Roll

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

GfK Single Source Approach Integration of quantitative & qualitative advertising effectiveness 30

 The GfK offers a unique report integrating internet usage, advertising point of contacts, buying behavior, offline media usage as well as measurement of image and attitude of consumer behaviour.

Single Source Data

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Added value through the combination of quantitative & qualitative advertising analysis 31

Comprehensive action recommendation for the design of future advertising strategies

I. Qualitative communication tracking

II. Quantitative advertising evaluation

Option to sample or measure online contacts Option to merge qualitative / quantitative results or interpret them separately

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Strengthen the brand equity: Communicate the right message through best possible consumer touchpoints and media channels 32

Brand Potential Index®

Issues:

 Which message to use to strengthen brand equity?  Which media channels to use to reach the target audience?

The right message

Premium Quality Uniqueness

Rational

Trust

Superiority

Identification Emotional

The best possible consumer touchpoints / media channel combination

Empathy

Bonding

Buying intention Attachment Recommen- Willingness dation to pay more

Attachment Brand Equity Rational

Emotional

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

Strengthen the brand equity: Communicate the right message through best possible consumer touchpoints and media channels 33

Consumer Touchpoints/ Media Channels

Shapley Value Regression Identification of the most effective consumer touchpoints / media channels to strengthen brand equity.  Relevant image dimensions can also be measured.  This analysis step helps to strengthen brand equity

• TV • Print • Radio • POS

Brand Potential Index® +20% +9% +8%

+12%

• Usage of Brand • Worth of Mouth …

Uniqueness

Rational

Trust

Identification Emotional

• Online Communities/ Blogs

Premium Quality

Superiority

• Sampling

• Online Ads

Brand Equity (BPI®)

Empathy

+24 %

Bonding

Buying intention Attachment Recommen- Willingness dation to pay more

Attachment Brand Equity Rational

Emotional

GfK Consumer Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel

May 2010

34

Media Efficiency Panel Innovating for the Future: Be prepared for the Road ahead

GfK Consume Tracking

Advanced Business Solutions Annoucement MEP Media Efficiency Panel ... GRPs of all evaluated Campaigns; Arithmetic Means ... 10. GfK Consumer Tracking. Advanced Business Solutions Annoucement MEP Media Efficiency Panel. May 2010. Gross ROI shows best results if established big brands are ... Social Media.

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