The Silent Click Building Brands Online in Europe

Transcription

1 The Silent Click Building Brands Online in Europe

2 Global Click Rates On Individual Campaigns Are Low And Declining Worldwide Click-Through Rates* *Click-through rates across Static Image, Flash, and Rich Media formats 2 Source: DoubleClick DART for Advertisers, a cross section of regions, January December 2009

3 Poor Click Rates Are Not Limited To Specific Industry Verticals 3 Source: DoubleClick DART for Advertisers, US, January December 2009

4 Clicks Are Not Evenly Distributed Across Internet Users: Clickers Follow the 80/20 Rule In % of internet users accounted for 80% of all clicks By % of the online population accounted for 85% of all clicks July 2007 March 2009 Heavy Moderate Light Non 4 Source: comscore Natural Born Clickers analysis (US online population)

5 Display Ads Drive Traffic to Advertisers Over Time Display advertising s ability to drive traffic is persistent These significant lifts would be overlooked by only considering immediate actions (e.g., a click) Advertiser Site Reach Control Test 5.8% 6.6% 3.5% 3.1% 4.8% 3.9% 4.5% 2.1% % Lift: 65% % Lift: 54% % Lift: 49% % Lift: 46% Week of first exposure Weeks 1-2 after first exposure Weeks 1-3 after first exposure Weeks 1-4 after first exposure 5 Source: comscore Whither the Click? from a collection of US campaigns active during 2007/8 (as published in June 09 Journal of Advertising Research)

6 Display Also Impacts Search Four Weeks After Exposure This dynamic is important because of the synergy between display ads and search, and because a trademark or a brand search is a significant indicator of purchase intent % Making a TM/Brand Search Control Test 0.9% 0.5% 0.5% 0.7% 0.6% 0.3% 0.4% 0.2% % Lift: 52% % Lift: 46% % Lift: 40% % Lift: 38% Week of first exposure Weeks 1-2 after first exposure Weeks 1-3 after first exposure Weeks 1-4 after first exposure 6 Source: comscore Whither the Click? from a collection of US campaigns active during 2007/8 (as published in June 09 Journal of Advertising Research)

7 Methodology Data Source comscore s proprietary online panel that passively tracks the online behaviour of over 400,000 European internet users Markets The markets studied were: Germany, France, Italy, Spain, Switzerland and Turkey Findings Findings are based on three popular online content categories and measuring their audiences interaction with a selection of the leading online display advertisers from each sector during April They represent an aggregate roll-up of visitors to a pre-defined set of leading sites in each category. Key Site Categories News & Information, Business/Finance & Sports 7

8 Methodology : Monitoring Ad Exposure Data Source comscore s AdMetrix service determined the leading advertisers based on volume of display ad impressions in April Display campaigns automatically captured via exposed comscore panelists. Advertising Value Advertising value is determined by the composition and online behaviour of the audiences from the defined sites who were exposed to the largest display campaigns; specifically: Trademark Searches related to advertisers brands Traffic driven to advertisers sites 8

9 OPA Europe Markets: Overview OPA Member Site Definition Impact Of Ad Exposure: Site Visitation Brand Term Usage Site Engagement Comparison With U.S. Results Aggregated Market Analysis By Sector 9

10 OPA Europe Member Sites Iht.com Lemonde.fr Spiegel.de Kataweb.it Deejay.it Repubblica.it ilsole24ore.com Gazzetta.it corriere.it Elpais.com Plus.es Cuatro.com Infometeo.es Lalistawip.com Elmundo.es Marca.com Expansionyempleo.com Expansion.com Ocholeguas.com globaliza.com Telva.com Letemps.ch Sabah.com.tr ATV.com.tr Fotomac.com.tr Takvim.com.tr Otohaber.com.tr Caferuj.com.tr Yeniasir.com.tr Isteinsan.com.tr 10 Source: comscore Ad Metrix, Apr 2010

11 Search and Site Visitation Across Germany, France, Italy, Spain, Switzerland and Turkey Propensity to visit advertiser sites is highest for those exposed on OPA Europe Member sites over either of the other two categories of site 11 Source: comscore Marketing Solutions, Apr 2010

12 Comparing European and U.S. Results Ad-exposed visitors to OPA Europe-member sites far more likely to visit the advertiser site (44% uplift) and search for advertiser brands (95% uplift) than ad-exposed visitors in the U.S. 44% lift 95% lift 12 Source: comscore Marketing Solutions, Feb 2009 & Apr 2010

13 Average Advertiser Engagement Across Germany, France, Italy, Spain, Switzerland and Turkey Those exposed to advertising are more engaged, spending more time and visiting more pages than the average visitor to the advertiser site 13 Source: comscore Marketing Solutions, Apr 2010

14 Summary Of Key Findings Overall, advertising on OPA Europe member sites strengthens the engagement with the advertiser brand and increases advertiser site visitation. One third exposed to display advertising conducted searches for the advertised brands 42% exposed to display advertising visited advertised brand sites Compared to the US, OPA Europe sites drove more traffic and generated more search for the advertiser brands. 44% more searching for advertiser brands when compared to the U.S. 95% more advertiser site visitation when compared to the U.S. 14

15 Summary Of Key Findings OPA Europe member sites perform particularly well for advertisers placing ads on Business / Finance content sites. Users exposed to ads on OPA Europe member News and Information content sites spent almost three times longer at the advertiser site than the average visitor. Users exposed to ads on OPA Europe member Sports content sites more likely to visit the brand site and search on brand terms than users exposed on Portals 15

16 Overall Review Of Campaign Effectiveness There are more relevant ways to measure the effectiveness of online ad campaigns than clicks, which is a direct response metric: Site visitation and search on advertiser search terms measured over time are far more inclusive measures about the impact of a campaign Audiences exposed to display advertising are more engaged with advertisers sites staying longer and consuming more pages Environment matters; there are substantial differences in audience behaviour between those exposed to display advertising on different types of content sites. 16

17 Project Contacts Amy Porter Marketing Director Alice Grevet Research Manager Mike Shaw Director of Marketing Solutions Zosia Rich Research Manager Toby Crisp Manager 17

18 The Silent Click Building Brands Online in Europe 18