John Ferguson, Associate Client Development Director, will be looking into how you can best measure the effectiveness of your online advertising and avoid the pitfalls that many face whilst trying to measure ROI.

1. Improving & Measuring Online Advertising
John Ferguson
Associate Client Development Director
March 15th, 2012

2. Today’s Agenda
 About Research Now
 The online landscape
 Current measurement methods
 Case Studies
 River Island
 Debenhams
 The future
 Q&A
© 2012 Research Now 2

3. About Research Now
Research Now: the largest online panel provider globally
 Digital Data Collection Experts
either passively or overtly
 6.5+ million opted-in panellists globally
 38 country panels around the World
 5,000+ clients throughout Europe,
the Americas and Asia-Pacific
© 2012 Research Now 3

4. The Online Landscape
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5. Online Advertising is now a £4 billion
industry in the UK
With over a quarter of all ad-spend in the digital medium, and growing,
advertisers need to accurately measure ROI
© 2012 Research Now 5

6. Current Measurement Methods
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7. Current methods for online ad tracking
 Traditional ad measurement tools
incorporate basic Web analytics to create
top-line reach and frequency of exposed
audiences.
 Focused on audience delivery and not ad
effectiveness
 More advanced methods try to measure ad
effectiveness through surveys…
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8. However, IAB comments pop-up surveys as
flawed
 Original, pre-Panel survey based solution
 Pop-ups are the most common methodology so should be sound?
Feature Pop Ups
Healthy response rates O
Measures delayed effect of Ad O
Representative sample O
Demographic profiling added to data O
© 2012 Research Now 8

9. Panel Ad Tracking
 Need a large fully opted-in cookied panels
 An EU Directive will be implemented in June, which will require opt-in for
cookie tracking.
© 2012 Research Now 9

10. ADimension: Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
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11. How it works
Step 1
Research Now panellists have opted-in to be tracked on their exposure to ad
campaigns.
Step 2
We embed tags in your online creative to capture campaign details
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12. How it works
Step 3
Every time a panellist is exposed to your ad, we log it.
Step 4
We add rich demographic and profiling data from exposed panellists
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13. How it works
Step 5
Tailored surveys are sent to exposed and unexposed panellists
Step 6
Combined data sets are delivered for you to power insights
© 2012 Research Now 13

14. Case Studies
River Island & Debenhams
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15. River Island
Study Objectives
 What is the impact of frequency of exposure?
 Are we reaching the right audience?
Results ...

16. Reassuringly,
more online advertising = more ad recall
16% Ad Recall
% Recall Seeing the Online Ad
Average among exposed
14% Average among control
12%
10%
8%
6%
0 2 4 6 8 10 12
# of Ad Impressions
Line estimated from exposed and non-exposed respondents, n=1,062
Slope estimation significant at 95% confidence level

17. We reached (mostly) the right people
0-17 2%
18-24 24% None / not specified 6%
25-34 25% F 0%
35-44 19% E 11%
45-54 16% D 8%
55-64 10% C2 15%
65+ 4% C1 33%
B 20%
A 7%
Male 29%
Female 71%

18. Debenhams
 Study Objectives
 What was the impact on brand awareness?
 Did the campaign messaging work?
 Were opinion and behaviour influenced?
 Results ...

19. Debenhams
Spontaneous awareness
% increase - Control vs Exposed 21.2%
40%
20%
17%
8% 7% 7% 6% 5%
Next
Asda
Debenhams
Tesco
Marks & Spencer
H&M
John Lewis
New Look
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20. “Life made fabulous”
Targeted Placements
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21. Debenhams
Post exposure behaviour
Visited Debenhams.com 32%
Visited a store 21%
Made a purchase in store 11%
Signed up for Debenhams emails 8%
Told someone else about Debenhams 8%
Purchased from Debenhams.com 6%
Followed Debenhams on Facebook 2%
None of the above 41%
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22. Debenhams
Exposed women 25 - 45
60% already 81% now likely to
shop in store shop in store
25% already shop at 61% now likely shop
Debenhams.com at Debenhams.com
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23. The future
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24. What’s Next?
 Big data is here to stay. However it’s about how you analyse it
 Tools are evolving: how do we converge these?
 360° analysis of ad effectiveness
 Mobile
 Meter downloads (with consent)
 Web listening and tracking
 We have an exciting future!
© 2012 Research Now 24

25. Questions?
John Ferguson
Associate Client Development Director (Ad and Media)
tel. 020 7921 2400
email: jferguson@researchnow.com
© 2012 Research Now 25