[精选]奥美广告_brandimpact_media_planning.pptx

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1、BrandImpact™MediaPlanningRexBriggsMillwardBrownInteractiveJune1999ProvingAdEffectivenessisCrucialAssociationofNationalAdvertisers(ANA)reportonInternetadvertising68%cited“noproofofROI”asthemainbarriertomoreonlineadspending58%saytheirisalackofreliableandaccurateadmeasurem

2、ent.MostonlineadeffortsbyANAmembersarebrandingoriented74%ofthemcountontheircompanies’brandingbudgetforonlineaddollars,up12%fromlastyearSource:May1999ANAOutlineWhymeasureBrandImpactHowdoyouknowifitreallyworks?Mediaplanning:ThebigunknownHowyoucanhelpWhatis“Branding”Notmag

3、icdusttosprinkleonacampaignwhenclickthroughsarelowBrandingisaGOALnotandexcuseBrandingsellsproductsBrandingdrivesstockpricesBrandingisquantifiableWecanobserveandmeasurewhenbrandingisworkingHOWDOYOUKNOWIFANADWORKS?OBJECTIVEOFMETHODOLOGYHowdoyouisolatetheimpactofWebads?Onl

4、ineMarketingTraditionalMarketingWebAdsPeerinfluencePressinfluenceBrandImpactBrandImpactMeasurementWatch,ask,learn,know(WALK)…ObservewebusersastheyareexposedtoonlineadvertisingMeasuretheresponseofasmall,butrepresentative,sampleofthosewhosawyouradComparetheirresponsestoth

5、osewhodidnotseeyouradtoquantifythe“BrandImpact”KEYBUSINESSQUESTION:DoesOnlineAdvertisingWork?Dotheyrememberyouradvertisement?Doesitenhancethebrand’simage?Doesitincreasesales?ONLINEADSWORK!Studiesfor:BannersInterstitials/intermercialsRichMediaCursoradvertisingStreamingco

6、mmercialsSponsorshipsTHEBIGUNKOWN:MEDIAPLANNINGONLINEKEYBUSINESSQUESTION:Howdoyouplanonlineadvertising?Whatistheimpactoffrequency?Onbrand’simage?Onsales?Whatisthedecayineffect?MEDIAPLANNINGLargestandmostcomprehensivestudyever:Real-worldobservationofeffectiveness10Brands

7、300+Sites100,000+UserssurveyedFrequencyanddecaymeasuredMEDIAPLANNINGFrequencyanddecayarekeyvariablesinplanningmedia:7levelsoffrequency3levelsofdecayInvestigaterelationshipwithsiteaffinityandcontexttargetingBrandImpact™MediaPlanningWENEEDYOURHELPYouCanHelp!Twoopportuniti

8、esforparticipation1.Randomlysamplingusersforparticipation2.LetAdForceservesomeofyouradsOneormorecampaign,anyth