Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Regression analysis: Simple Linear Regression Multiple Linear Regression
Online advertising vs brand building (Nielsen)
1. Beyond Clicks and Impressions: Examining the
Relationship Between Online Advertising and
Brand Building
Executive Summary
Advertisers increasingly think of online as a place to build their brands, but need greater
confidence that their online investments are helping them achieve their brand goals. This
paper explores both the role of online ads in brand building, as well as the best metrics for
measuring the success of Internet ads against marketers’ goals. Leveraging Nielsen’s advertising
effectiveness solutions to examine this relationship, the following conclusions will be discussed
in this paper:
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
Advertisers are lives – they access online at work (nearly
27 hours per user per month), on mobile
But what’s interesting is this growth is not
only from e-commerce advertisers looking
increasingly building (43 percent of US adults now own smart- to generate web traffic or drive sales.
phones), and even concurrently with other The Cambridge Group report also shows
brands online media (20% of U.S. adults watch TV while that in 2011 54 percent of those surveyed
There’s an old adage that advertisers using either a PC or mobile device on a believe online ads are highly effective at
follow consumers’ eyeballs, and over daily basis, according to the Media Behav- “enhancing brand/product image,” com-
the course of the last 10 years, there has ior Institute USA TouchPoints study.) pared to just 38 percent of respondents in
certainly been a remarkable rise in the a 2008 version of the study. As consum-
Additionally, more and more advertising
number of consumers online and the ers have integrated the Internet into their
dollars are finding their way online. In the
amount of time they’re spending there. lives, advertisers are increasingly inter-
2011 Advertising Outlook published by
ested in ways to better reach consumers,
Since 2003, the number of Americans The Cambridge Group (a Nielsen com-
deliver messages, and build ongoing
with Internet access has grown 34 percent pany), a survey of over 300 advertising
relationships through this medium. In
from 186.7 million to 249.3 million, ac- decision-makers from a variety of indus-
other words, these advertisers are looking
cording to Nielsen. This growth has not tries indicates that digital budgets have
to truly build their brands online.
come in a vacuum – online has increas- increased more than any other type of
ingly become integrated into consumers’ media in 2011.
4. How do online ads Despite some claims that “no one pays
attention to online ads,” Nielsen research
Nielsen research also shows that online
ads often increase overall awareness for
impact consumer shows that the average increase between the advertised brand. This is an especially
the control and exposed groups is highest important factor in driving new product
attitudes? for Ad Recall, an indication that consum- success – clearly, consumers must become
One of the key questions weighing on ers do remember exposure to an online ad aware of a new product before they can
advertisers’ minds is, “Are my online brand campaign. It should come as no surprise buy it.
ads working?” To answer this question, that the first step to influencing consum-
The “lower funnel metrics” – Brand Favor-
Nielsen analyzed results from over 500 ers through advertising is ensuring that
ability and Purchase Intent —are far more
online ad campaigns measured by Nielsen they notice and remember the ad itself.
difficult to influence than Awareness,
Online Brand Effect over the last year and The next question brand advertisers want Recall and Association, given that these
a half. to answer is whether online ad campaigns metrics require a change in consumer
In short, the answer is yes. Brand ads do can actually change the opinions and opinion or behavior.
on average succeed in moving the needle intentions of consumers. Following Ad
for most measured Brand Effect metrics, Recall, Message Association showed the
as shown in Figure 3. next highest average change, indicating
that online ads can also succeed in con-
veying a brand’s intended message.
Figure 3: Average Online Brand Effect Results
6%
4%
3%
1%
-1%
Brand Message Purchase Brand
Ad Recall Awareness Association Consideration Favorability
Well-executed online advertising can drive branding metrics.
Source: Nielsen
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