1. ADimension® - Improving Online Campaigns
Caroline Ewings, Research Now
Malcolm Murdoch, Mindshare

2. Today’s Agenda
 About Research Now and Mindshare
 Current landscape
 Current online ad tracking tools
 Our unique technology
 How does it work?
 Case Study – River Island
 Outputs
© 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 + panelists globally, all opted in
 38 country panels around the World
 More than 5000 clients spanning
Europe, the Americas and Asia-Pacific
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4. About Mindshare
Global Billings
£8.1 Bn
UK Billings
£710m
112 OFFICES UK Online
83 COUNTRIES £120m
4 © 2011 Research Now

5. Current Landscape
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6. Online Advertising is now a £4 billion
industry
With over a quarter of all ad-spend in the digital medium, and growing, there is an
increasing need to accurately measure ROI
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7. Current methods for online ad tracking for
display ads
• 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 tried to
measure ad effectiveness through
surveys…
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8. Pop-ups are the most common methodology
so should be sound?
 However, IAB slams Pop-up surveys as flawed
Feature Pop Ups
Healthy response rates O
Representative sample O
Measures delayed effect of Ad
O
Demographic profiling added to data O
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9. Panel Ad Tracking
 Research Now provide the largest fully opted in cookied panels
 An EU Directive will be implemented in June, which will require opt-in
for cookie tracking.
 11 country panels cookied, 2 million panellists
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10. Panel based effectiveness
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11. ADimension - Gaining the whole picture
Combining Audience Measurement with Opt-in Panels
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12. How it works
Step 1
Members of the Research Now panel 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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13. How it works
Step 3
Every time a panelist is exposed to your ad, we log it.
Step 4
We add rich demographic profiling data on exposed panelists
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14. How it works
Step 5
Tailored surveys are sent to exposed and unexposed panelists
Step 6
Combined data sets are delivered for you to derive insights
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15. Case Study
River Island & Mindshare
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16. What we wanted from the project
• Can Online Drive Brand Metrics for our Client?
• Is the effect measurable?
• Are we reaching the right people?
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17. Online Drove Brand Metrics
40%
33%
30% 27%
Uplift in Metric
23%
20%
10%
0%
Ad Recall Fashion Authority Reported Purchase
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18. We reached (mostly) the right people
0-17 2%
None / not specified 6%
18-24 24%
F 0%
25-34 25%
35-44 19% E 11%
45-54 16% D 8%
55-64 10%
C2 15%
65+ 4%
C1 33%
B 20%
Male 29%
A 7%
Female 71%
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19. Reassuringly, More online advertising =
more ad recall
16%
15% Ad Recall
% Recall Seeing the Online Ad
14% Average among exposed
13% Average among control
12%
11%
10%
9%
8%
7%
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
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20. Outcome
• Proof points to make us happy with the role of online display for
their activity
• Benchmarks for future online campaigns
• Reassurance around the delivery of our audience buying
– Hard to verify demographic data around the activity
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21. Outputs
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22. Outputs
Impressions over time with demographics
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23. Outputs
Likelihood to purchase
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24. Outputs
Normative summary
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25. In Summary
 Legislation is evolving however, our panel model obtains
specific consent to track passively – PII is protected (opted in)
 Digital advertising set to become even more important
 ADimension allows you to understand your audience, and the
effective of a campaign on the brand.
 FINAL POINT TO BE ADDED
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26. Contact
 Caroline Ewings
Client Development Director – Ad and Media
Research Now
020 7921 2400
cewings@researchnow.com
 Malcolm Murdoch
Director of Digital Data and Performance
Mindshare
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27. © 2011 Research Now 27