The Silent Click Building Brands Online in Europe

The Silent Click
Building Brands Online in Europe
Global Click Rates On Individual Campaigns Are Low And Declining
Worldwide Click-Through Rates*
*Click-through rates across Static Image, Flash, and Rich Media formats
2
Source: DoubleClick DART for Advertisers, a cross section of regions,
January – December 2009
Poor Click Rates Are Not Limited To Specific Industry Verticals
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Source: DoubleClick DART for Advertisers, US, January – December 2009
Clicks Are Not Evenly Distributed Across Internet Users:
Clickers Follow the 80/20 Rule
•  In 2007 16% of internet users accounted for 80% of all clicks
•  By 2009 8% of the online population accounted for 85% of all clicks
July 2007
Heavy
March 2009
Moderate
Light
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Non
Source: comScore Natural Born Clickers analysis (US online population)
Display Ads Drive Traffic to Advertisers Over Time
•  Display advertising’s ability to drive traffic is persistent
•  These significant lifts would be overlooked by only considering
immediate actions (e.g., a click)
Advertiser Site Reach
Control
Test
6.6%
5.8%
4.8%
3.5%
3.9%
4.5%
3.1%
2.1%
% Lift: 65%
Week of first
exposure
% Lift: 49%
% Lift: 54%
Weeks 1-2 after
first exposure
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Weeks 1-3 after
first exposure
% Lift: 46%
Weeks 1-4 after
first exposure
Source: comScore “Whither the Click?” from a collection of US campaigns
active during 2007/8 (as published in June ‘09 Journal of Advertising Research)
Display Also Impacts Search Four Weeks After Exposure
  This dynamic is important because of the synergy between display ads
and search, and because a trademark or a brand search is a
significant indicator of purchase intent
% Making a TM/Brand Search
Control
0.7%
0.5%
0.3%
0.9%
Test
0.6%
0.5%
0.4%
0.2%
% Lift: 52%
Week of first
exposure
% Lift: 40%
% Lift: 46%
% Lift: 38%
Weeks 1-2 after Weeks 1-3 after Weeks 1-4 after
first exposure
first exposure
first exposure
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Source: comScore “Whither the Click?” from a collection of US campaigns
active during 2007/8 (as published in June ‘09 Journal of Advertising Research)
Methodology
Data Source
comScore’s proprietary online panel that passively tracks the online behaviour
of over 400,000 European internet users
Markets
The markets studied were:
Germany, France, Italy, Spain, Switzerland and Turkey
Findings
Findings are based on three popular online content categories and measuring
their audiences’ interaction with a selection of the leading online display
advertisers from each sector during April 2010. They represent an aggregate
roll-up of visitors to a pre-defined set of leading sites in each category.
Key Site Categories
News & Information, Business/Finance & Sports
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Methodology : Monitoring Ad Exposure
Data Source
comScore’s AdMetrix service determined the leading advertisers based on
volume of display ad impressions in April 2010. Display campaigns
automatically captured via exposed comScore panelists.
Advertising Value
Advertising value is determined by the composition and online behaviour of the
audiences from the defined sites who were exposed to the largest display
campaigns; specifically:
•  Trademark Searches related to advertisers’ brands
•  Traffic driven to advertisers’ sites
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OPA Europe Markets: Overview
  OPA Member Site
Definition
  Impact Of Ad Exposure:
–  Site Visitation
–  Brand Term Usage
–  Site Engagement
  Comparison With U.S.
Results
  Aggregated Market
Analysis By Sector
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OPA Europe Member Sites
Iht.com
Lemonde.fr
Spiegel.de
Kataweb.it
Deejay.it
Repubblica.it
ilsole24ore.com
Gazzetta.it
corriere.it
Elpais.com
Plus.es
Cuatro.com
Infometeo.es
Lalistawip.com
Elmundo.es
Marca.com
Expansionyempleo.com
Expansion.com
Ocholeguas.com
globaliza.com
Telva.com
Letemps.ch
Sabah.com.tr
ATV.com.tr
Fotomac.com.tr
Takvim.com.tr
Otohaber.com.tr
Caferuj.com.tr
Yeniasir.com.tr
Isteinsan.com.tr
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Source: comScore Ad Metrix, Apr 2010
Search and Site Visitation Across Germany, France, Italy, Spain,
Switzerland and Turkey
  Propensity to visit advertiser sites is highest for those exposed on OPA
Europe Member sites over either of the other two categories of site
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Source: comScore Marketing Solutions, Apr 2010
Comparing European and U.S. Results
  Ad-exposed visitors to OPA Europe-member sites far more likely to
visit the advertiser site (44% uplift) and search for advertiser brands
(95% uplift) than ad-exposed visitors in the U.S.
44% lift
95% lift
12
Source: comScore Marketing Solutions, Feb 2009 & Apr 2010
Average Advertiser Engagement Across Germany, France, Italy,
Spain, Switzerland and Turkey
  Those exposed to advertising are more engaged, spending more time
and visiting more pages than the average visitor to the advertiser site
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Source: comScore Marketing Solutions, Apr 2010
Summary Of Key Findings
  Overall, advertising on OPA Europe member sites
strengthens the engagement with the advertiser brand and
increases advertiser site visitation.
–  One third exposed to display advertising conducted searches for the
advertised brands
–  42% exposed to display advertising visited advertised brand sites
  Compared to the US, OPA Europe sites drove more traffic
and generated more search for the advertiser brands.
–  44% more searching for advertiser brands when compared to the U.S.
–  95% more advertiser site visitation when compared to the U.S.
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Summary Of Key Findings
  OPA Europe member sites perform particularly well for
advertisers placing ads on Business / Finance content sites.
  Users exposed to ads on OPA Europe member News and
Information content sites spent almost three times longer at
the advertiser site than the average visitor.
  Users exposed to ads on OPA Europe member Sports
content sites more likely to visit the brand site and search
on brand terms than users exposed on Portals
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Overall Review Of Campaign Effectiveness
  There are more relevant ways to measure the effectiveness
of online ad campaigns than clicks, which is a direct
response metric:
–  Site visitation and search on advertiser search terms
measured over time are far more inclusive measures
about the impact of a campaign
  Audiences exposed to display advertising are more engaged
with advertisers’ sites – staying longer and consuming more
pages
  Environment matters; there are substantial differences in
audience behaviour between those exposed to display
advertising on different types of content sites.
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Project Contacts
Amy Porter
Mike Shaw
Marketing Director
Director of Marketing
Solutions
amy@opa-europe.org
mshaw@comscore.com
Alice Grevet
Research Manager
alice@opa-europe.org
Zosia Rich
Research Manager
zrich@comscore.com
Toby Crisp
Manager
tcrisp@comscore.com
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The Silent Click
Building Brands Online in Europe
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