proving the value of online advertising in ireland

© comScore, Inc. Proprietary.

Proving the Value of Online Advertising in Ireland

Branding Beyond Sentiment

Don Howarth, Country Manager, Ireland | 21st February 2013

© comScore, Inc. Proprietary. 2

Agenda

The Click

Does Online Advertising in Ireland Deliver?

Does Online Advertising in Ireland Work?

Comparing Ireland with Other Markets

Summary

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

But First…


A Big Thanks to the Brands Involved


And Special Thanks to the Agencies That

Helped to Make This Happen


Beyond the Click


In the beginning there was a promise…


The Internet is the ‘most measured and most accountable’ medium

© comScore, Inc. Proprietary. 9Source: DoubleClick Benchmarks data from Google.com

Measurement Only Gets You so Far…

IndiaGreece

NetherlandsNew Zealand

ItalyFrance

BelgiumIreland

USASpain

CanadaAustralia

United Kingdom

0.19%0.17%

0.15%0.13%

0.11%0.11%0.11%

0.10%0.09%0.09%

0.08%0.08%

0.07%Click Through Rates

…Especially if What You’re Measuring is a 1 in a 1,000 Event!

© comScore, Inc. Proprietary. 10Source: IAB PwC Online Adspend Study, November 2012

Display Advertising in Ireland up 18.8% - Driving Online Ad

Spend Growth

(H1 2012 vs. H1 2011)

© comScore, Inc. Proprietary. 11Source: IAB PwC Online Adspend Study, November 2012

FMCG – 16%Finance – 12%Telco – 10%Entertainment & Media – 10%

Share of Online Display Ad Spend in Ireland


Does Online Advertising Deliver?

Setting the Scene


comScore Partnered With the IAB Ireland in the Middle of 2012

Three campaigns were identified to analyse, representing three of the largest advertising sectors in Ireland:Automotive – Renault

Telecommunications – 48 Months

Retail – IKEA

comScore passively tracked real people via our online panel, to measure who was exposed to the campaigns

Additional analysis was then undertaken to measure the behavioural impact of campaigns


Creative Examples - Renault


Creative Examples - IKEA


Creative Examples – 48 Months

© comScore, Inc. Proprietary. 17Source: comScore validated Campaign Essentials

Campaign Summaries

48 Months Renault IKEA

Campaign Reach 73.0% 74.1% 42.4%

Average Frequency 11 16 8

GRP Online Population 827 1,198 321

GRP Total Irish Population 584 836 225

© comScore, Inc. Proprietary. 18Source: comScore validated Campaign Essentials

Campaign Build

9/17/2012 9/29/2012 10/11/2012 10/23/2012 11/4/2012 11/16/2012 11/28/2012 12/10/2012 12/22/2012 01/03/20130

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

Cumulative Exposed Users to Each Campaign

48 Months Renault Ikea

1.9m 1.9m

1.1m


Does Online Advertising Work?

Beyond the Click

© comScore, Inc. Proprietary. 20Source: comScore Action Lift

Methodology: Understanding Behavioural Effectiveness

EXPOSED GROUP

UNEXPOSED GROUP

Search BehaviourSite VisitationSite Engagement

LIFT METRICS

Test and control groups matched on demographic and behavioural variables


Impact in the four weeks after exposure

Exposed vs. Non-Exposed

Search

48 Months Renault IKEALikelihood to Search +233% No Impact +333%

Searches per Searcher +220% +24% +69%



1.8%

0.5%

2.9%

4.8%

3.1%

5.5%

Non-Exposed Group Exposed Group

Site Visitation – Reach of Advertiser Site

Impact in the four weeks after exposure+168% +514% +90%

comScore Industry NormsElectronics & Software Automotive Retail & Apparel

+25% +114% +52%


48 Months

Renault

Ikea

4%

158%

40%

11%

10%

7%

Site Engagement Increase of Exposed Users vs. Non-Exposed Users in Four Weeks Post Exposure

Increase in Time Spent per Visitor Increase in Pages per Visitor

Site Engagement


Competitive Share of Voice - Pages


31.1%

11.7% 11.7%

33.8%36.5%

21.1%




Competitive Share of Voice – Time Spent


14.5%

9.0%

32.5%

17.8%

25.9%

33.7%




Ireland in Context

Comparing Irish Results With Other Markets


Comparing Ireland With Other Markets

US UK IrelandLikelihood to Visit Advertisers’ Website +49% +72% +257%

Likelihood to Search +40% +94% +172%

• Ireland in isolation looks hugely positive

• Comparing Irish results with other studies comScore has carried out continues to paint a fantastic picture


Summary


Summary & Key Takeaways

• Each of the three campaigns demonstrated the ability of online display advertising to reach significant audiences• Although not touched on in this deck, the 48 Months campaign reached 88%

of all 15-24 year olds online in Ireland

• Not only did the campaigns reach a lot of people, they actually made people’s behaviour change:• Likelihood to search on a branded term related to the campaign up 172%• Likelihood to visit the advertiser’s website up 257% • Exposed users spent 9% longer on average on the advertiser site than those

not exposed• And they viewed 67% more pages while they were there

• When taken in the context of other comScore studies, these results show the impact of display advertising in Ireland to be greater than the impact in the US or Europe as a whole


Further References/Reading

How Online Advertising Works: Whither the Click?

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2008/How_Online_Advertising_Works_Whither_The_Click

How Online Advertising Works: Whither the Click in Europe?

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2010/How_Online_Advertising_Works_Whither_the_Click_in_Europe

validated Campaign Essentials – UK Charter Program

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/validated_Campaign_Essentials_Breakfast_Briefing

Placement Strategy Study with ValueClick

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go














Don Howarth

Country Manager, Ireland

+44 20 7099 1767

[email protected]

Thank You

mailto:[email protected]

proving the value of online advertising in ireland

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