Presentation by: Maria Domoslawska, Research Now and John Kitchen, Intuitive Business Intelligence

1. ADimension®
Improving Online Campaign
Effectiveness in a Fragmented
Digital World
John Kitchen, President US, Intuitive Business Intelligence
Maria Domoslawska, VP of Global Digital Strategy


2. Today’s Agenda
 5 digital trends that are shaping
the digital landscape
 Online ad measurement & IAB best practices
 How Research Now connects with consumers
 ADimension®
Dashboard
2 © 2012 Research Now

3. Trend 1
Consumer Behaviors &
the Social Media Connection

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4. The world has changed
A day in the Internet
If printed, the stack
would be as tall as That’s 98 years of
80 Eiffel Towers non-stop cat videos
Social Connection Revolution
Source: Created by MBAonline.com
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5. People are in control
Source: The Sunday Times, February 13, 2011
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8. Source: Time Magazine, December 26, 2011
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9. Trend 2
Globalization
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10. Top 10 Internet Properties
81% of unique users are outside USA
10 © 2012 Research Now Source: Mary Meeker Web 2.0 October 2011

11. Trend 3
Media Ad Spend vs.
Media Consumption
11 © 2012 Research Now

12. Total Ad Spend for 2012 is predicted to reach
$489 billion
“U.S. online ad
spending is expected
to grow to $39.5
billion this year.”
source: Advertising Age and eMarketer Jan 2012- ad spend numbers
12 © 2012 Research Now

13. However, the Media Time Spent vs. Ad
Spend are still out of whack
Source: Mary Meeker Web 2.0 October 2011
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14. Trend 4
Online Advertising
Trends

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15. Digital media continue to grow users and
opportunities to connect
Effectiveness of the consumer centric platforms
source: Forrester Research Interactive Marketing Forecasts, 2011 To 2016 (US)
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16. Media and audience fragmentation
Continues to challenge marketers
Source: Luma Partners LLC
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17. Twitter followers
How do you find your audience?
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18. Trend 5
Measurement &
Analytics

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19. From Fragmentation to Integration
The world’s information is doubling every two years. In 2011
the world created a staggering 1.8 zettabytes.
“Society has reached a pivotal point requiring us to make
decisions faster, and do it better and more effectively.”*
*Malcolm Gladwell
The Tipping Point & Blink
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20. Analytic tools changing to keep pace with
the changes in marketing velocity
• Online media moves at speed of light
• Decisions need to be made quickly
• Old style analytic tools not flexible enough
• Rise of self service analytics
• Rise of visual tools – see trends, drill down
• 73% of employees at large companies using complex BI
solutions have no idea what they’re looking at (Forrester
study).
• Expectation of clients to see near real time
analytics over Web
20 © 2010 Research Now

21. Online Measurement
& IAB Best Practices

22. Online effectiveness methodologies are
also affected by the consumer revolution
1. Intercepts
river recruitment
2. Panel cookies
opt-in recruitment
Ad Campaign
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23. Best Practices from
On Online Ad Effectiveness Research
Live intercepts Panels opt-in
Falling increasingly into disfavor Audience centric can solve for
due to: some of the methodological
deficiencies of intercept studies but:
• Lower response rate –
consumers don’t want to be • Need to be properly validated
interrupted anymore to meet the campaign
• Greater site clutter feasibility requirements
• Misalignments between • Single source for multi-media
campaign delivery and measurement
sample
Source: IAB: Best Practices for Conducting Online Ad Effectiveness Research, June 2011
23 © 2012 Research Now

24. We asked our clients why they
work with us?
“We recommend Panel over intercept for
both philosophical and logistical reasons:
Philosophical: Logistical:
the panel method is more there is control over
Paul Zeman
SVP, General Manager
"real world" respondents sampling beyond nth
are surveyed separately person intercepts and no
from the ad viewing need to make deals with
measuring the impact of websites for "control"
exposure beyond the exposures (and no worry
immediate. about the resulting bias)”.
24 © 2010 Research Now

25. How Research Now connects
with consumers

26. We are all about the global consumer
Over 6 million panelists in 38 countries worldwide
Average of 350 targetable variables per individual panelist
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27. Panel Ad Tracking is a numbers game
We can meet the minimum threshold for online ad
effectiveness studies
Fully opted-in 2 million panel in 11 countries
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28. What was their audience?
“Finding a narrow target is quite difficult
and not something we felt comfortable
using “River” sampling to find.
Paul Zeman
SVP, General Manager Audience: Media Plan:
The target was very high The media plan was quite
income prospects - under robust, (over 1 billion
10% incidence with impressions) (…)
exposed and non-exposed RN was able to deliver.”
group.
28 © 2010 Research Now

29. Quick feasibility check
For 100MM impressions we can get 1500 completes
Average 5
100 MM Impressions
exposures
8% of 240MM
20MM Unique Individuals
Total Online
8% 1.1MM
91K Panel Respondents
RN Panel
1 in 6 respond
15K Start a Survey
to survey
10% 1500
incidence Completes
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30. ADimension® set up
Step 1 Step 2 Step 3
Millions of panel Embed tags placed Every time a panelist
members opt-in to be in online creative is exposed to your ad,
tracked on their ad we log it.
exposure
Step 4 Step 5 Step 6
We add rich demographic Tailored surveys are sent to Combined data sets
profiling data on all exposed and unexposed are delivered for you
surveyed panelists panelists to derive insights
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31. ADimension®
Dashboard

32. Impressions, frequency and demo
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33. Impressions, frequency and demo
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34. Brand Lift
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35. In Summary
 We need to seek out the best approach in the new
relationship economy
 Global is the new local
 Precision opt-in marketing needs precision opt-in measurement
 Results should
 Provide interactive visual insights
 Be easy to understand
 Be available on your schedule over the web
35 © 2012 Research Now

36. Thank you!