An online branding campaign ran on Lithuanian publisher, Delfi.lt, resulted in positive impacts on brand awareness, ad recall, brand evaluation and purchase intent.

1. How publishers can increase
brand awareness of ads?
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2. 2
Client
• For Delfi.lt, the number 1 publisher in Lithuania, the only way
to increase the advertising budgets was by attracting brand
advertisers to go online and shift away from TV and other
media.
• Advertisers like Danone were sometimes anxious to use the
web for brand building because such type of campaigns
need to provide a justifiable brand impact on a particular
target group.
• The general problem with display advertisement is banner
blindness, when users who have seen an advertisement do
not recall it later. This majority believe that the advertised
products are not relevant for them.
• The primary cause is the clutter of various advertisements
and scattered content which doesn’t provide context
relevance.

3. 3
Business challenge
How to increase brand awareness of
ads?
• In order to increase the brand awareness of ads,
Delfi.lt had to come up with something original
that reduces the clutter and provides the
relevance.
• Delfi.lt knew that qualitative content will attract
the audience of the Danone target group, but
contextual targeting of banners might not just
be enough.
• In addition, it was necessary to validate social
demographical data of audience that is
interested in particular topic.

4. 4
Solution
Delfi.lt idea was to create short
projects dedicated to specific
topics that can be sold to one or
more particular advertisers. The
model is very similar to what
brand advertisers are used to be
getting with sponsored TV
programs. The main point is to do
precise segmentation of a socio-
demographic group and gain their
exclusive attention.

5. 5
After consultation with Danone, a dedicated section about healthy lifestyle
was made under the folder “Life” (“Gyvenimas”). Danone owned full
advertising space of Delfi.lt newly created project section “Keep the beat“
(“Išlaikyk ritmą”).
The objective was to populate this section with original non-sponsored content
by journalists and quickly boost the traffic by self-promotional activities:
• announcement posts on webpage and social media,
• featured article block on first page,
• top suggested links in folder “Life”,
• banner campaigns targeting relevant audience across Delfi.lt group
properties.

6. 6
Solution – gemiusDirectEffect
gemiusDirectEffect was used to
analyze the socio-demographic
profile of website audience.
gemiusDirectEffect is campaign
monitoring tool which facilitates ad
serving and analyzing of the
effectiveness in real-time.

7. 7
The self-promotional activities
resulted in attracting new users to the
”Keep the beat“ section.

8. 8
Social demographical profile
As soon as the section was published,
it became important to monitor the
social demographical parameters of
its audience. Due to such short life of
the website, the gemiusDirectEffect
measurement was used. Two hours
after the tracking codes were
implemented, gemiusDirectEffect
provided the results of Real Users
and their socio-demographic split.

9. 9
At the begining, Danone target group affinity results were modest and
journalists were in need to improve the available content by adjusting the
writing style. Therefore, Delfi.lt analyzed the soc-dem segmentation of clicks
on particular articles to find out what Danone target group loves. This also
helped to improve the self-promotional activites according to what drives the
specific target audience best.

10. 10
Synergy effect
Delfi's know-how together with the
gemiusDirectEffect measurement
brought an impressive Danone target
audience presence on the ”Keep the
beat“ section.

11. 11
Ad space next to such content was exclusively
filled with Danone ads. Not only the content
solution, but also the audience oriented
business conditions were highly apreciated by
the advertiser. Delfi.lt estimated a possible
number of Real Users they could reach from
among the Danone target group. It was an
indicatator of success, not a commitment
undertaken. However, with the help of self-
promotional acitivities, Delfi.lt made it
achievable.

12. 12
Price factors
Length of the section
project with Danone
banners (~6 weeks, from
2013-07-26 to 2013-09-05)
Topic of content (health
articles, non-standard
price)
Number of articles ( 31 )
within period of campaign
Self-promotional activities
integrating the Danone logo
(banners, social media)
Success Formula = quality content + advertisement aimed to attract target
audience

13. 13
Lessons learned - Advertiser results
To achieve the assumed campaign
quantitative results, Activia campaign was
run also outside of „Keep the rhythm“
section.

14. 14
Lessons learned - Advertiser results
It took less than 6 weeks for Danone
Activia banners to reach the campaign
quantitative goal of 600 000 Real Users.

15. 15
Lessons learned - Advertiser results
After the campaign’s completion, the section “Keep the beat “ was available
to users for an extra month without advertisement.
To provide the number of total impressions and clicks (events) within target
group, the gemiusProfileEffect report was generated.

16. 16
Lessons learned - Advertiser results
• To measure the effect on Danone brand Delfi.lt conducted
gemiusBrandingEffect research. Users were surveyed
during the Danone campaign period (19.08.2013 –
05.09.2013).
• The control – exposed method was used. It distiguishes
the users that were and were not in contact with Danone
campaign in “Keep the rhythm” section.
• Only target group 25-55 y.o. was taken into account and
the comparison between male and female responses.

17. 17
Lessons learned - Advertiser results
gemiusBrandingEffect proved such
campaign impacts, analyzed by
statistical significance tests:
• Brand awareness and purchase
habits
• Ad recall and evaluation
• Brand evaluation and purchase
intent

18. 18
Brand evaluation
Which of the following statements do you associate with drinkable Activia yogurt?
(Scale of 1-4)

19. 19
Not only was the exposed group better
disposed towards the page, they also had a
higher opinion of the brand, with significant
increases in 9/10 attitudes. While most
campaigns struggle to achieve any impact on
attitudes, Activia made gains on almost all
measured attitudes.
Lessons learned - Advertiser results

20. 20
Danone historically has been a TV advertiser, thus exploring new
media fields is always challenged by accountability and traceability of
the respective medium – what results will it generate/ can we
measure against KPIs established, etc.?
The campaign proved to be an example of how integrated content +
display branding mix online can build on brand equity, raise
awareness of the product, as well as can be easily measured in real-
time and adjusted to reach the campaign goals.
Gunta Jurca, Senior Brand Manager at Danone Baltics

21. 21
With this campaign we have truly tapped into the potential of online
media: measurability and adaptations. With the help of Gemius we
managed to track campaign effects on Activia brand KPI and with the
help of Delfi we were able to adapt our actions accordingly.
Linas Paulikas, Business Development Director at Mindshare

22. 22
Besides Danone, Delfi.lt has attracted many other TV
advertisers that previously were not spending big budget
shares on the internet. In the last 12 months, there have
been over 40 such content projects carried out successfully.
All their soc-dem results were monitored with
gemiusDirectEffect.
The importance of projects is continuously growing. In the
beginning of 2013, such projects accounted for 2-3% of
Delfi.lt overall financial results and in Q4, it accounted
already for 10% of Delfi.lt's monthly revenue.
Delfi.lt team believes that the future of internet advertising is
about accurate targeting and selective audience projects
that are focused on improving qualitative brand parameters.
Lessons learned - Publisher results

23. 23
Delfi has always been working on increasing engagement of our
audience and we decided to put that know-how into perspective of
advertising. Advanced solutions provided by Gemius helped us to
attract big TV brands, such as Danone. We were offered the ability to
monitor and influence the project's socio-demographic profiles in
real-time and thus increase the effectiveness of it together with
client's campaign.
This project was very well received by its target audience and
gemiusBrandingEffect research has shown that it had a tremendous
positive effect on perception of the brand. Therefore, we believe that
projects directed to a selective audience are the innovative and
efficient way to advertise on the Internet.
Vytautas Benokraitis, Head of Sales at Delfi.lt

24. Thank you!
Gemius SA
18 B Postępu Street
02-676 Warsaw
International Sales Department
sales-hq@gemius.com
www.gemius.com