Written by: Marc Ryan on April 27, 2012 at 08:01am
Nike!
Most online ad effectiveness studies are designed to measure the branding impact of the campaign. This is because while the internet is uniquely designed to directly measure transactions, it’s not well designed to solicit viewer engagement and/or opinions about advertising. Many of the campaigns that we find ourselves measuring are specifically designed to understand who saw the advertising and whether that exposure turned into increases in brand funnel metrics.
Now for the fun part; without looking (I know it’s hard), what is the name of the brand I mentioned at the top of this post? Go ahead and look… did you get it right? This is a simple example (admittedly an exaggeration) of how most online ad effectiveness studies work. As we know, most online ad measurements occur via a pop-up or even in a banner invitation. Typically, the technology that triggers these invitations (JavaScript) is linked to the ad server that delivered the advertisement to be tested.
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Written by: Marc Ryan on April 19, 2012 at 10:31am
This post was also featured on Adotas.com.
Working in research, I often catch myself quoting stereotypes but only because they end up being true. Minivans are more likely to be driven by moms, Neiman Marcus shoppers are higher income. And in the world of research, survey takers are more likely to be women and more likely to be older.
In research speak, we refer to it as non-response bias or self-selection bias. Essentially, certain segments of the population (e.g. men) are more likely to be non-responders to surveys.
It’s the reality of what happens when you invite someone to fill out a survey and, typically, it’s not a big deal. If I’m looking for a sample of 50 men and 50 women, I could take the proactive step of inviting more men than women to fill out my survey, understanding that fewer men will be willing to take the survey and at the end the numbers will even out.
However, taking that proactive step is not always possible….
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Written by: Marc Ryan on April 12, 2012 at 01:25pm
(This post was also featured on Adotas.com.)
As I explained in an earlier InsightfulAnalytics blog post, what makes online ad effectiveness measurement work is the use of an experimental design. I’ve also mentioned in earlier posts that while experimental design is a fantastic approach and one we recommend, for a variety of reasons clients prefer to run quasi-experimental studies. One of the important aspects of putting together a good quasi-experimental design is to create a control cell that is as equivalent to the test cell as possible. Unfortunately, and if you’ve read some of my other posts you’ll realize this is a trend, that’s just not how things work online.
When I first started doing online ad effectiveness research in 1997 there was no such things as ad server delivered tags. Everything we did for sampling a campaign was hard coded to a page, including the advertising. This made for an extremely easy design. Since there was no complex ad server to worry about, I could randomly redirect visitors to either the page with the test ad or the page with the control ad. It doesn’t get much better than that – pure random assignment of the respondent pool. However, with the advances in ad serving the survey sampling code moved into the ad server and thus began the era of the pop-up and the dreaded bonus inventory.
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Written by: InsightExpress on April 5, 2012 at 11:37am
Yesterday Molly Elmore, Vice President of Research here at InsightExpress (not to mention regular InsightfulAnalytics blog contributor) authored an article in MediaPosts’ Metrics Insider newsletter on a comparison of recall to Opportunity to See. Like MediaPost, we think this is an important topic and hope you find the article of interest.
Here you’ll find an extended version of her piece, which includes several supporting charts unavailable in the Metrics Insider article. If you have any questions about Molly’s analysis or would like to discuss her findings in more detail, she can be reached at melmore@insightexpress.com.
“An Exploration of Advertising Effectiveness Methodologies: Comparing Recall to Opportunity to See”
The Evolution of Advertising Effectiveness Research:
Over the past decade, cross-media research has become increasingly important to advertisers. Today’s marketers utilize multiple media channels to reach their target audience, and advertising research methodologies have also evolved to compare those channels on their ability to educate and persuade. InsightExpress recently examined two popular methodologies to determine if and how their results differ.
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How to Evaluate and Buy Online Ad Effectiveness Research | Part 6: Sample Representativeness & Non-Response
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