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The Golden Rules of Measuring
CPG Advertising Performance

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

Client Logo
Goes Here

1
An Introduction to Today’s Presenters
Phil Ripperger, Vice President New Media Solutions, IRI
IRI is a leader in delivering powerful market and shopper information,
predictive analysis and the foresight that leads to action.

Marc Ryan, Co-CEO, InsightExpress
InsightExpress a leading provider of media analytics and
marketing accountability solutions for brand marketers

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

2
Golden Rule:
Frequency is crabgrass

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3
“Frequency – contacting one consumer three
times with a message, is not as good as reach –
contacting three consumers once, because that
one consumer will be far less likely to need that
product than any of the other three.”
- Erwin Ephron

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4
Diminishing Returns on Upper Funnel
• Upper funnel metrics move
the most at a single
exposure.

3.0%

• Multiple exposures has less
of a net benefit to the
brand than does finding an
unexposed viewer.

Lift in Brand Awareness

2.0%

57%

54%

46%

1.0%

29%
7%

0.0%

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

5
Oversaturated Returns on Lower Funnel
• Lower funnel metrics move
sparingly at most frequency
levels with the exception of
the highest bounds.
• Seeking out 16+ exposures
may not be worth the
expense vs. finding new
viewers.

Lift in Message Association

3.0%

2.0%

108%

69%
54%

1.0%

35%

0.0%

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

4%

6
Golden Rule:
Measure the Multiple Return Objectives

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7
Advertising is Multi-dimensional

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8
Digital channels have disrupted consumer behavior and the traditional path-topurchase
Opens Shopkick app and checks in
Back to
computer to
check retailer
ads
Grabs phone to
add baby
items to
shopping
list app

Consumer
watches Beyonce
video that one of
her friends liked
on Facebook

at Target; excited to use coupons
she printed when directed to
Healthy Essentials website
7

5

9
3
8

1
6

4

2

Sees ad online
while reading
entertainment
content

Checks
“Just for U” app for
coupons; nothing
relevant

Completes list
and chooses

Purchase
made
from
Target
Cartwheel

At back yard
barbecue
posts picture
on Instagram
“#PepsiNext
rocks”

because a pop-up
appeared with a
customized
shopping list

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

9
Advertising Effect is Multi-dimensional

The complete picture of
how advertising works is not
always apparent by isolating
your measurement to one
part of the Total ROI funnel.

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

10
Peanut Butter Example
Unaided Awareness
25.0%

23.4%

22.5%

23.3%

20.3%

20.0%

18.1%
16.1%
14.1%

15.0%

13.9%

14.6%

12.4% 12.8%
10.8%

10.0%
10.0%

7.1%

6.9%

5.0%

0.0%
Control Online Print
ONLY ONLY

Radio
ONLY

TV
ONLY

Online Online Online TV +
+ TV + Print + Radio Print

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

TV + Print + TV + Online Online Online
Radio Radio Print + + TV + + TV + + TV +
Radio Print Radio Radio +
Print

11
Peanut Butter Example
Dollars/Household

ROI Calculation

Δ = 0.13

$0.13 / household
15,354,298 households
$1,966,059 sold
$2,116,500 media cost
$0.94 ROI

$1.03

$1.16

Un-Exposed

Exposed

Penetration

Occasions

+23%

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Dollars/Occasion

-7.1%

12
Golden Rule:
Choose the Right Measuring Stick

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13
Single Source vs. Models
Single Source Measurement

Modeled Measurement

• Pros:

• Pros:

•All media and sales effect attributable
at a viewer level – no guessing.

•Most media and behavior can be
incorporated.

•Quick turnaround on results and data.

•Few restrictions on what brands or
media are measurable.

•Incorporates attitudinal measures.

• Cons:

• Cons:
•Not all media or behavior is
measureable at viewer level.

•Sample size constraints.

•Few intra-media effects.
•Long turnaround times.

•Doesn’t account for attitudinal results.
•Requires assumptions.
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

14
Modeled Measurement - Example
Matched Market Measurement

Modeling is appropriate for determining
sales lift:
•
•
•
•
•

Hispanic
Search Behavior
Consumables
Alcohol
Outdoor

• Brands saw positive volume sales lifts in
markets where they increased search
support, ranging from 1.0% to 4.2%, with
the average impact 3.1%
• Brands saw an average decline of -1.3% to
volume sales in markets where search was
dark.

Volume % Changes by Treatment – All 4 Brands

Dark
Heavy Up Search

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

15
Single Source Measurement – Example: Targeting & ROI
Client Context and Objective

Results over 12 weeks

• Long-standing food client introduced a product
extension within a very popular, health-oriented
category
• Objective: increase household penetration without
cannibalizing sales within the brand portfolio

6% increase in the household penetration

Solution

30% increase in occasions among exposed
targeted households

• The IRI household panel was used to identify
new brand buyers with a high propensity to
purchase the new product by identifying buyers
of:
– Similar products from competitive brands
– Products with similar properties within the
client’s brand
– Products with similar properties among
competitor brands
• Look-alike modeling was used to translate target
consumers from the IRI panel to the media
partner’s database
• IRI’s panel’s purchase data was used to measure
sales results post-campaign, evaluate ROAS

4.9% 5.2%
Household Penetration

1.15

1.50

Occasions

30% increase in the average dollar spend
per exposed buying household
$0.27

$0.35

Dollars/Household
Targeted Households

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

Control Group

16
Golden Rule:
Creative & Media

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

17
Creative’s effect on performance

Creative

75%

25%

Media

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18
Case Study: Frozen Pizza
• Campaign Summary
• Initial, directional results are positive
• Dollars per household are up 13.3%, penetration was up 17.5% offset a small
decrease in occasions vs. the control.
• Creative Performance
•“Soccer” only creative clearly outperformed
Creative

Interim Period - Index to Total Targeted
Dollars/HH

Penetration

Occasions

$ per
Occasion

Buyer
Count

# IRI HHs
Exposed

44047 - Soccer (Only)

148

140

103

103

81

626

44049 - 14 Min (Only)

72

90

88

92

58

644

119

134

88

101

69

647

44051 - Obstacle (Only)

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19
Creative Guidelines
• Keep it simple:
• Clutter within an ad often results in poor brand performance. This happen with competing messages in
smaller ad units, or a convoluted storyline in storyline ad units (video & online display).
• Logo size & presence is important:
• For static imagery Logos should be larger than 14% or the total image size. Having the logo present and
viewable in as many frames of a storyline ad unit (video & online display) greatly increases top of funnel
performance.
• Ad size is important:
• For static imagery, the advertisements size relates to brand impact. The larger the percentage of the
media devoted to imagery, the greater the chance of success.
• Human faces draw our attention:
• Leverage our built in gaze detection systems. Advertising with the presence of a human face performs
better than without. Faces also add an element of relatability.
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

20
Golden Rule:
Choose The Right Metrics

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21
Metric Saturation
• For large brands many metrics reach a saturation point:

Quintile 1

Quintile 2

Quintile 3

Quintile 4

Quintile 5

Awareness:
1% to 58%

Awareness:
59% to 79%

Awareness:
80% to 91%

Awareness:
92% to 95%

Awareness:
96% to 99%

Average
Increase:
6.0%

Average
Increase:
3.9%

Average
Increase:
3.0%

Average
Increase:
0.7%

Average
Increase:
0.4%

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

22
Customer Success: ROI
IRI’s analysis of OTC Allergy medication digital campaign helped quantify impact of various digital campaign tactics

Client Situation

Results

• Client/agency team wanted to induce product trial and
usage occasions among allergy sufferers.
• A digital campaign was launched across healthoriented and reach-based sites to reach potential
buyers

• +13% in dollar sales, +6% increase in HH
penetration and usage occasions
• 1 point category share decline for major competitor
• $1.15 ROI
9.3%
5.8%

Solution
• IRI’s panel’s used to measure sales results postcampaign, evaluate ROI and prove the efficacy of
digital ads.
• Measure household penetration and usage occasion
changes post-digital campaign to determine sales
impact
• Analyze share changes differences between test branc
and competitive brands to understand sales shifts due
to advertising exposure

HH Penetration
3.0%
2.0%
1.0%
0.0%
-1.0%
-2.0%
-3.0%

1.3%

1.9%

New

Retained

-1.4%

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

-1.8%

Lapsed

Brand NonBuyers

Changes in buyer type

23
Golden Rule:
Don’t forget the Purchase Cycle

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24
Measure Now vs. Later
Sales
Sales

Sales

Sales
Sales

Pre-Campaign

Sales

Sales
Campaign

Audience
Consideration

Sales
Sales
Post Campaign

Sales Measurement

Brand

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

25
Golden Rule:
Social is not Social

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26
Offline Beer Sales Spikes Correlate to Key Social Moments
•

Beer brand baseline sales (in blue) demonstrate impact from typical advertising and in-store activity. Green
spikes demonstrate impact directly from social media activity… above and beyond typical communications.
These sales spikes correspond to the four social media events.

Beer Baseline Sales Model Fit

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27
Golden Rule:
Native Advertising Is King

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28
Back to the future on sponsorships
TV’s first advertisements
were all sponsorships where
the commercial content was
embedded in the program:

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29
What is Native Advertising

Banner

Lower

Tourist

Resident

Citizen

Advertising Effect

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

Native

Higher

30
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

31
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

32
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

33
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

34
Confidential and Proprietary – Not for Public Distribution – Do Not Copy

35
Paid Ads

Sponsored

Paid Ads

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

36
Native?

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

37
Summary
• Optimize Frequency for Single Exposures:
• Multiple exposures providing diminishing returns, as such an advertiser is always better off seeking an
unexposed individual.
• Measure the Multiple Return Objectives of Advertising:
• Ever ad performs differently at each of the levels of the Total ROI funnel. Bias towards comprehensive
measurement or you may have misleading conclusions.
• Choose the Right Tool for the Job:
• Not all advertising can be measured most effectively via models, similarly not all can be effectively measured
by single source data.
• Measure Both Creative & Media:
• Creative is the most important aspect of the media plan and often the least understood. Always measure
both to fully understand campaign impact.

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

38
Summary
• Choose the Right Metrics:
• Saturation can result in some metrics being less useful than others. Pick the metrics that matter for the size of
the brand.
• Not all Measurement Needs to Happen in Real Time:
• In particular, sales effect is greatly influenced by purchase cycles. Measure at an appropriate interval to see
the effect on the metric under measurement.
• Understand Earned vs. Organic Social Media:
• Social media is rarely social these days, it’s another broadcast medium. Understand the appropriate metrics
to gauge the earning potential of your media activities.
• Push the Creative Boundaries:
• Native advertising is more impactful than typical creative types. Explore emerging Native platforms to scale
media efforts with less overhead.

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

39
Thank You.
Any Questions?

Phil Ripperger

Marc Ryan

VP New Media Solutions

Co-CEO

IRI

InsightExpress

(203) 845-6471

(203) 406-3220

phil.ripperger@IRIWorldwide.com

mryan@insightexpress.com

Confidential and Proprietary – Not for Public Distribution – Do Not Copy

40

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Golden rules tmre

  • 1. The Golden Rules of Measuring CPG Advertising Performance Confidential and Proprietary – Not for Public Distribution – Do Not Copy Client Logo Goes Here 1
  • 2. An Introduction to Today’s Presenters Phil Ripperger, Vice President New Media Solutions, IRI IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action. Marc Ryan, Co-CEO, InsightExpress InsightExpress a leading provider of media analytics and marketing accountability solutions for brand marketers Confidential and Proprietary – Not for Public Distribution – Do Not Copy 2
  • 3. Golden Rule: Frequency is crabgrass Confidential and Proprietary – Not for Public Distribution – Do Not Copy 3
  • 4. “Frequency – contacting one consumer three times with a message, is not as good as reach – contacting three consumers once, because that one consumer will be far less likely to need that product than any of the other three.” - Erwin Ephron Confidential and Proprietary – Not for Public Distribution – Do Not Copy 4
  • 5. Diminishing Returns on Upper Funnel • Upper funnel metrics move the most at a single exposure. 3.0% • Multiple exposures has less of a net benefit to the brand than does finding an unexposed viewer. Lift in Brand Awareness 2.0% 57% 54% 46% 1.0% 29% 7% 0.0% Confidential and Proprietary – Not for Public Distribution – Do Not Copy 5
  • 6. Oversaturated Returns on Lower Funnel • Lower funnel metrics move sparingly at most frequency levels with the exception of the highest bounds. • Seeking out 16+ exposures may not be worth the expense vs. finding new viewers. Lift in Message Association 3.0% 2.0% 108% 69% 54% 1.0% 35% 0.0% Confidential and Proprietary – Not for Public Distribution – Do Not Copy 4% 6
  • 7. Golden Rule: Measure the Multiple Return Objectives Confidential and Proprietary – Not for Public Distribution – Do Not Copy 7
  • 8. Advertising is Multi-dimensional Confidential and Proprietary – Not for Public Distribution – Do Not Copy 8
  • 9. Digital channels have disrupted consumer behavior and the traditional path-topurchase Opens Shopkick app and checks in Back to computer to check retailer ads Grabs phone to add baby items to shopping list app Consumer watches Beyonce video that one of her friends liked on Facebook at Target; excited to use coupons she printed when directed to Healthy Essentials website 7 5 9 3 8 1 6 4 2 Sees ad online while reading entertainment content Checks “Just for U” app for coupons; nothing relevant Completes list and chooses Purchase made from Target Cartwheel At back yard barbecue posts picture on Instagram “#PepsiNext rocks” because a pop-up appeared with a customized shopping list Confidential and Proprietary – Not for Public Distribution – Do Not Copy 9
  • 10. Advertising Effect is Multi-dimensional The complete picture of how advertising works is not always apparent by isolating your measurement to one part of the Total ROI funnel. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 10
  • 11. Peanut Butter Example Unaided Awareness 25.0% 23.4% 22.5% 23.3% 20.3% 20.0% 18.1% 16.1% 14.1% 15.0% 13.9% 14.6% 12.4% 12.8% 10.8% 10.0% 10.0% 7.1% 6.9% 5.0% 0.0% Control Online Print ONLY ONLY Radio ONLY TV ONLY Online Online Online TV + + TV + Print + Radio Print Confidential and Proprietary – Not for Public Distribution – Do Not Copy TV + Print + TV + Online Online Online Radio Radio Print + + TV + + TV + + TV + Radio Print Radio Radio + Print 11
  • 12. Peanut Butter Example Dollars/Household ROI Calculation Δ = 0.13 $0.13 / household 15,354,298 households $1,966,059 sold $2,116,500 media cost $0.94 ROI $1.03 $1.16 Un-Exposed Exposed Penetration Occasions +23% Confidential and Proprietary – Not for Public Distribution – Do Not Copy Dollars/Occasion -7.1% 12
  • 13. Golden Rule: Choose the Right Measuring Stick Confidential and Proprietary – Not for Public Distribution – Do Not Copy 13
  • 14. Single Source vs. Models Single Source Measurement Modeled Measurement • Pros: • Pros: •All media and sales effect attributable at a viewer level – no guessing. •Most media and behavior can be incorporated. •Quick turnaround on results and data. •Few restrictions on what brands or media are measurable. •Incorporates attitudinal measures. • Cons: • Cons: •Not all media or behavior is measureable at viewer level. •Sample size constraints. •Few intra-media effects. •Long turnaround times. •Doesn’t account for attitudinal results. •Requires assumptions. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 14
  • 15. Modeled Measurement - Example Matched Market Measurement Modeling is appropriate for determining sales lift: • • • • • Hispanic Search Behavior Consumables Alcohol Outdoor • Brands saw positive volume sales lifts in markets where they increased search support, ranging from 1.0% to 4.2%, with the average impact 3.1% • Brands saw an average decline of -1.3% to volume sales in markets where search was dark. Volume % Changes by Treatment – All 4 Brands Dark Heavy Up Search Confidential and Proprietary – Not for Public Distribution – Do Not Copy 15
  • 16. Single Source Measurement – Example: Targeting & ROI Client Context and Objective Results over 12 weeks • Long-standing food client introduced a product extension within a very popular, health-oriented category • Objective: increase household penetration without cannibalizing sales within the brand portfolio 6% increase in the household penetration Solution 30% increase in occasions among exposed targeted households • The IRI household panel was used to identify new brand buyers with a high propensity to purchase the new product by identifying buyers of: – Similar products from competitive brands – Products with similar properties within the client’s brand – Products with similar properties among competitor brands • Look-alike modeling was used to translate target consumers from the IRI panel to the media partner’s database • IRI’s panel’s purchase data was used to measure sales results post-campaign, evaluate ROAS 4.9% 5.2% Household Penetration 1.15 1.50 Occasions 30% increase in the average dollar spend per exposed buying household $0.27 $0.35 Dollars/Household Targeted Households Confidential and Proprietary – Not for Public Distribution – Do Not Copy Control Group 16
  • 17. Golden Rule: Creative & Media Confidential and Proprietary – Not for Public Distribution – Do Not Copy 17
  • 18. Creative’s effect on performance Creative 75% 25% Media Confidential and Proprietary – Not for Public Distribution – Do Not Copy 18
  • 19. Case Study: Frozen Pizza • Campaign Summary • Initial, directional results are positive • Dollars per household are up 13.3%, penetration was up 17.5% offset a small decrease in occasions vs. the control. • Creative Performance •“Soccer” only creative clearly outperformed Creative Interim Period - Index to Total Targeted Dollars/HH Penetration Occasions $ per Occasion Buyer Count # IRI HHs Exposed 44047 - Soccer (Only) 148 140 103 103 81 626 44049 - 14 Min (Only) 72 90 88 92 58 644 119 134 88 101 69 647 44051 - Obstacle (Only) Confidential and Proprietary – Not for Public Distribution – Do Not Copy 19
  • 20. Creative Guidelines • Keep it simple: • Clutter within an ad often results in poor brand performance. This happen with competing messages in smaller ad units, or a convoluted storyline in storyline ad units (video & online display). • Logo size & presence is important: • For static imagery Logos should be larger than 14% or the total image size. Having the logo present and viewable in as many frames of a storyline ad unit (video & online display) greatly increases top of funnel performance. • Ad size is important: • For static imagery, the advertisements size relates to brand impact. The larger the percentage of the media devoted to imagery, the greater the chance of success. • Human faces draw our attention: • Leverage our built in gaze detection systems. Advertising with the presence of a human face performs better than without. Faces also add an element of relatability. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 20
  • 21. Golden Rule: Choose The Right Metrics Confidential and Proprietary – Not for Public Distribution – Do Not Copy 21
  • 22. Metric Saturation • For large brands many metrics reach a saturation point: Quintile 1 Quintile 2 Quintile 3 Quintile 4 Quintile 5 Awareness: 1% to 58% Awareness: 59% to 79% Awareness: 80% to 91% Awareness: 92% to 95% Awareness: 96% to 99% Average Increase: 6.0% Average Increase: 3.9% Average Increase: 3.0% Average Increase: 0.7% Average Increase: 0.4% Confidential and Proprietary – Not for Public Distribution – Do Not Copy 22
  • 23. Customer Success: ROI IRI’s analysis of OTC Allergy medication digital campaign helped quantify impact of various digital campaign tactics Client Situation Results • Client/agency team wanted to induce product trial and usage occasions among allergy sufferers. • A digital campaign was launched across healthoriented and reach-based sites to reach potential buyers • +13% in dollar sales, +6% increase in HH penetration and usage occasions • 1 point category share decline for major competitor • $1.15 ROI 9.3% 5.8% Solution • IRI’s panel’s used to measure sales results postcampaign, evaluate ROI and prove the efficacy of digital ads. • Measure household penetration and usage occasion changes post-digital campaign to determine sales impact • Analyze share changes differences between test branc and competitive brands to understand sales shifts due to advertising exposure HH Penetration 3.0% 2.0% 1.0% 0.0% -1.0% -2.0% -3.0% 1.3% 1.9% New Retained -1.4% Confidential and Proprietary – Not for Public Distribution – Do Not Copy -1.8% Lapsed Brand NonBuyers Changes in buyer type 23
  • 24. Golden Rule: Don’t forget the Purchase Cycle Confidential and Proprietary – Not for Public Distribution – Do Not Copy 24
  • 25. Measure Now vs. Later Sales Sales Sales Sales Sales Pre-Campaign Sales Sales Campaign Audience Consideration Sales Sales Post Campaign Sales Measurement Brand Confidential and Proprietary – Not for Public Distribution – Do Not Copy 25
  • 26. Golden Rule: Social is not Social Confidential and Proprietary – Not for Public Distribution – Do Not Copy 26
  • 27. Offline Beer Sales Spikes Correlate to Key Social Moments • Beer brand baseline sales (in blue) demonstrate impact from typical advertising and in-store activity. Green spikes demonstrate impact directly from social media activity… above and beyond typical communications. These sales spikes correspond to the four social media events. Beer Baseline Sales Model Fit Confidential and Proprietary – Not for Public Distribution – Do Not Copy 27
  • 28. Golden Rule: Native Advertising Is King Confidential and Proprietary – Not for Public Distribution – Do Not Copy 28
  • 29. Back to the future on sponsorships TV’s first advertisements were all sponsorships where the commercial content was embedded in the program: Confidential and Proprietary – Not for Public Distribution – Do Not Copy 29
  • 30. What is Native Advertising Banner Lower Tourist Resident Citizen Advertising Effect Confidential and Proprietary – Not for Public Distribution – Do Not Copy Native Higher 30
  • 31. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 31
  • 32. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 32
  • 33. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 33
  • 34. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 34
  • 35. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 35
  • 36. Paid Ads Sponsored Paid Ads Confidential and Proprietary – Not for Public Distribution – Do Not Copy 36
  • 37. Native? Confidential and Proprietary – Not for Public Distribution – Do Not Copy 37
  • 38. Summary • Optimize Frequency for Single Exposures: • Multiple exposures providing diminishing returns, as such an advertiser is always better off seeking an unexposed individual. • Measure the Multiple Return Objectives of Advertising: • Ever ad performs differently at each of the levels of the Total ROI funnel. Bias towards comprehensive measurement or you may have misleading conclusions. • Choose the Right Tool for the Job: • Not all advertising can be measured most effectively via models, similarly not all can be effectively measured by single source data. • Measure Both Creative & Media: • Creative is the most important aspect of the media plan and often the least understood. Always measure both to fully understand campaign impact. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 38
  • 39. Summary • Choose the Right Metrics: • Saturation can result in some metrics being less useful than others. Pick the metrics that matter for the size of the brand. • Not all Measurement Needs to Happen in Real Time: • In particular, sales effect is greatly influenced by purchase cycles. Measure at an appropriate interval to see the effect on the metric under measurement. • Understand Earned vs. Organic Social Media: • Social media is rarely social these days, it’s another broadcast medium. Understand the appropriate metrics to gauge the earning potential of your media activities. • Push the Creative Boundaries: • Native advertising is more impactful than typical creative types. Explore emerging Native platforms to scale media efforts with less overhead. Confidential and Proprietary – Not for Public Distribution – Do Not Copy 39
  • 40. Thank You. Any Questions? Phil Ripperger Marc Ryan VP New Media Solutions Co-CEO IRI InsightExpress (203) 845-6471 (203) 406-3220 phil.ripperger@IRIWorldwide.com mryan@insightexpress.com Confidential and Proprietary – Not for Public Distribution – Do Not Copy 40