Abstract
For most brands, “paid” advertising or communication has always been one of the most natural ways of raising awareness. This is also the case for digital media. Yet, while the monitoring of effectiveness is well established for advertising in “offline” media, it is not always implemented on the Internet.
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Notes
For more information and explanation, see www.youtube.com/watch?v=udc-eisEMGU.
Kaplan, D. (2013) “Ford expands programmatic video as new TV campaign launches,” April 22, www.adexchanger.com/advertiser/ford-expands-programmatic-video-as-new-tv-campaign-launches/.
The examples and data are taken from the public breakfast presentation organized on June 8, 2010 by CRM Metrix and P&G France, one of its clients.
The results shown are relative and directional in nature. For reasons of confidentiality, we show tendencies rather than give exact figures, but overall these provide an adequate diagnosis. In general, the KPIs are percentages (base 100), which are always compared to norms (in the present case, those of CRM Metrix). These norms allow one to orient the results and put them into perspective compared to other tests carried out in the same context, the same product category, and the same type of brand.
For more information, see www.knowledgenetworks.com/dimestore/index. html, or through services available at Dynamic Logic, for example.
SmartClip/Nielsen study, 2010, www.smartclip.com.
MetrixLab study, 2011, Advertising Effects Attributes Differentiation and Insights, www.metrixlab.com.
Interview on February 29, 2012. M.-P. Bordet is an associate vice-president of AACC, Association des Agences Conseil en Communication.
YouTube Statistics (2011), www.youtube.com/t/press_statistics, December.
We return to the metrics and KPIs of virality on YouTube and other platforms in Chapter 6 on the measurement of earned media.
We encourage readers to view the ad on www.youtube.com/watch?v=4ba1BqJ4S2M.
De Montigny, M., Utzinger, T., Clement, M. and Shehu, E. (2012) “Why and how ads go viral,” ARF Experiential Learning, Audience Measurement 7.0. This paper from MetrixLab outlines a research study dedicated to understanding why and how an ad goes viral. It involved MetrixLab setting up a YouTube channel and combining users’ behavioural data with their attitudinal data, derived from a survey that evaluated their attention, memory, ad response, and view of the brand. The results showed that it is vital that the video is watched in full for it to go viral. The study also found that the first seconds and last seconds are the most relevant in encouraging users to share a video.
“Demonstrating the branding and engagement value of YouTube advertising,” 2009, http://robertoigarza.files.wordpress.com/2008/11/rep-demonstrating-the-branding-and-engagement-youtube-2009.pdf.
Panels of consumers whose in-store purchases are tracked and measured and whose media behavior is monitored in terms of TV, press, and online exposure.
ComScore (2011) “comScore and dunnhumbyUSA research shows online advertising lifts in-store CPG brand sales,” www.comscore.com/Insights/Press_Releases/2011/10/comScore_and_dunnhumbyUSA_Research_Shows_Online_Advertising_Lifts_In-Store_CPG_Brand_Sales, October 11.
See, for example, Pauwels, K. and van Ewijk, B. (2012) “Is the classic funnel dead? Sales impact of classic and new online funnels,” working paper, May, Aimark Media Efficiency Lab.
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© 2014 Laurent Florès
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Florès, L. (2014). Measuring paid media. In: How to Measure Digital Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9781137340696_4
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