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Klikki seminar2012 3103

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KliKKi Group
KliKKi Group

This document discusses various digital advertising campaigns run by Klikki.com, including: 1) A rich media introduction video campaign that successfully drove over 200,000 video starts and 140,000 completions. 2) A predictive behavioural targeting campaign for Brand Y that increased brand awareness by 20% and purchase intent by 7% for users in the 5-8 impression frequency group. 3) A super target group campaign for Brand X that showed a 67% increase in brand awareness for users in the 5-7 impression frequency group when using data-driven optimization, but no impact when using run-of-network advertising. The document also discusses Klikki's pricing and an offer for

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KLIKKICOM -------- RICH MEDIA & PBT 31.10.2012
Loppusemman aiheet 1. Klikki.com/fi/display-mainonta sivun esittely yleisesti 1. Rich media mainosratkaisujen esittely 2. Kohdentamisprofiilien esittely 2. Case: Klikki rich media -kampanja 3. Case: Br辰ndi Y:n kohdentamisprofiilikampanja 4. Case: Br辰ndi X:n superkohderyhm辰kampanja 5. Hinnoittelu 6. Tarjouskampanja 7. Kysymykset 8. Finnkinon leffael辰myksien voittajien arvonta 2012-11-01 2
1. Klikin sivusto 2012-11-01 3
2. Klikki | Rich media campaign Campaign Description
Klikki | Campaign description 2012-11-01 5
Klikki | Campaign description 2012-11-01 6
Klikki | Rich media campaign RESULTS
Klikki | Video viewed Video 250000 212223 200000 185418 168543 155629 150000 141644 Video 100000 50000 0 Video Play Started 25% of Video Played 50% of Video Played 75% of Video Played Video Completed 2012-11-01 8
Klikki | Impressions vs. engaging impressions Impressions and Engaging Impresions by Media 350,000 304,135 300,000 250,000 217,119 200,000 150,000 100,000 50,000 0 klikki.com Impressions Engaging Impressions 2012-11-01 9
Klikki | Engagement time & rate Avg. Engagement Time and Engagement Rate (%) 2.50 80.00% 2.21 70.00% Avg.Engagement Time (sec.) 2.00 60.00% Engagement Rate (%) 50.00% 1.50 40.00% 1.00 30.00% 20.00% 0.50 10.00% 0.00 0.00% klikki.com Avg. Engagement Time (sec.) Engagement Rate(%) Linear (Avg. Engagement Time (sec.)) 2012-11-01 10
Conclusion The purpose of increase awareness through rich media introduction video was reached video started over 200 000 times and ended over 140 000 times The banner formats where engaging Roughly 220 000 impression out of 300 000 had some sort of engagement element on it Even though the engagement rate was fairly good (roughly 70 %), engagement time could have been better (2.21 sec.)
Brand Y | Predictive behavioural targeting campaign Campaign Description
Brand Y | Campaign description 2012-11-01 13
Brand X | Brand Measurement In the survey we ask about : a. Recall. b. Brand sympathy (Likeability) c. Purchase Intention 1. Control group Users who have not been exposed for the campaign. 2. Test group Users who have been exposed for the campaign.
Brand Y | Predictive behavioural targeting campaign RESULTS
Brand Y | Brand Awareness (pretest vs. PBT Target group divided on frequencies) Al frequencies shows an increase in awareness. Greatest are the one measured on the frequency between 5-8 with 27%. Control Group = 527; 1-2= 330; 3-4 = 317 ; 5-8= 156; 9+ = 137
Brand Y | Brand Sympathy (Pretest vs. PBT Target group divided by frequencies) Brand Sympathy has the highest effect on 5+ impressions. Control Group = 477, 1-2= 297; 3-4 = 276; 5-8=142; 8+= 125
Brand Y | Purchase Intention (Pretest vs. PBT Target group divided by frequencies) All frequencies shows an increase. Highest are the one with 23% from 9+ impressions. There is a clear correlation between frequency and purchase level. Control Group = 483; 1-2= 310; 3-4 = 285 ; 5-8=143; 8+ = 130
Brand Y | Overall - Campaign effect Awareness is increased by 20% and purchase intension by 7%. Control Group = 527; PBT target group = 940
Conclusion The optimal frequency in order to increase awareness, sympathy and purchase intension is 5+ ad impressions. The increase in brand awareness can be considered to be significant (27 % freq. 5-7) given the fact that the brand is well known There is a correlation between Purchase intension and frequency. No wear-out effect measured.
Brand X | Super target group campaign CAMPAIGN DESCRIPTION
Brand X | Campaign description Campaign target Optimizing on Brand Awareness Things about the campaign. The product is a brand new webstore. The campaign period was rather long. Target group. Run of Network & and data driven optimisation Campaign volume Approx. 20 mill. ad-impressions cpm / cpc NOT optimised 2 mill. ad-impressions data driven optimization Period From week 25 34.
Brand X | Brand Measurement In the survey we ask about : a. Recall. b. Brand sympathy (Likeability) c. Purchase Intention 1. Control group Users who have not been exposed for the campaign. 2. Test group Users who have been exposed for the campaign.
Brand X | Super target group campaign RESULTS
Brand X | Campaign effect without optimization RON compared to pretest, shows no impact on awareness and sympathy. A little decrease in purchase intension. Control Group = 2612, Test Group = 1314
Brand X | Brand Awareness (pretest vs. optimised campaign divided on frequencies) Al frequencies from 1-7 shows an increase in awareness. Greatest are the one measured on the frequency between 5-7 with 67%. With frequencies higher than 7 shows a wearout-effect. Control Group = 2612; 1-2= 224; 3-4 = 120 ; 5-7= 122; 8+ = 320
Brand X | Brand Sympathy (Pretest vs. branding opt. divided by frequencies) Brand Sympathy has the highest effect on 3-4 impressions. 8 impressions or more results in a decreasing effect. Control Group = 2302, 1-2= 196; 3-4 = 102 ; 5-7=98; 8+= 288
Brand X | Purchase Intention (Pretest vs. branding opt. divided by frequencies) All frequencies shows an increase. Highest are the one with 38% from 5-7 impressions. Again we see the wearout-effect on high impressions. Control Group = 2479; 1-2= 208; 3-4 = 111 ; 5-7=111; 8+ = 306
Conclusion The optimal frequency in order to increase awareness, sympathy and purchase intension is between 3-7. Frequencies from 8 and higher are wasted. No branding effect measured on RON/CPM/CPC. Data driven optimisation increases impact on Brand awareness up to 67%
4. Hinnoittelu 2012-11-01 30
5. Tarjouskampanja KAMPANJATARJOUS: 15 % mediatoimistoalennus 40 % kampanja-alennus EHDOT: Kyseess辰 tulee olla rich media tai kohdentamisprofiilikampanja Budjetin tulee olla v辰hint辰辰n 2000 euroa Kampanja tulee toteuttaa t辰m辰n vuoden aikana EI SIIS MUUTA KUIN KATSOMAAN OMAT PYDLL VIEL OLEVAT JOULUKAMPPIKSET LPI JA YHTEYDENOTTO KLIKKIIN!!! 2012-11-01 31
7. KYSYMYKSET Sana on vapaa 2012-11-01 32
8. Finnkinon leffael辰myksien voittajien arvonta .AND THE WINNER IS??? 2012-11-01 33

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Klikki seminar2012 3103

  • 1. KLIKKICOM -------- RICH MEDIA & PBT 31.10.2012
  • 2. Loppusemman aiheet 1. Klikki.com/fi/display-mainonta sivun esittely yleisesti 1. Rich media mainosratkaisujen esittely 2. Kohdentamisprofiilien esittely 2. Case: Klikki rich media -kampanja 3. Case: Br辰ndi Y:n kohdentamisprofiilikampanja 4. Case: Br辰ndi X:n superkohderyhm辰kampanja 5. Hinnoittelu 6. Tarjouskampanja 7. Kysymykset 8. Finnkinon leffael辰myksien voittajien arvonta 2012-11-01 2
  • 4. 2. Klikki | Rich media campaign Campaign Description
  • 5. Klikki | Campaign description 2012-11-01 5
  • 6. Klikki | Campaign description 2012-11-01 6
  • 7. Klikki | Rich media campaign RESULTS
  • 8. Klikki | Video viewed Video 250000 212223 200000 185418 168543 155629 150000 141644 Video 100000 50000 0 Video Play Started 25% of Video Played 50% of Video Played 75% of Video Played Video Completed 2012-11-01 8
  • 9. Klikki | Impressions vs. engaging impressions Impressions and Engaging Impresions by Media 350,000 304,135 300,000 250,000 217,119 200,000 150,000 100,000 50,000 0 klikki.com Impressions Engaging Impressions 2012-11-01 9
  • 10. Klikki | Engagement time & rate Avg. Engagement Time and Engagement Rate (%) 2.50 80.00% 2.21 70.00% Avg.Engagement Time (sec.) 2.00 60.00% Engagement Rate (%) 50.00% 1.50 40.00% 1.00 30.00% 20.00% 0.50 10.00% 0.00 0.00% klikki.com Avg. Engagement Time (sec.) Engagement Rate(%) Linear (Avg. Engagement Time (sec.)) 2012-11-01 10
  • 11. Conclusion The purpose of increase awareness through rich media introduction video was reached video started over 200 000 times and ended over 140 000 times The banner formats where engaging Roughly 220 000 impression out of 300 000 had some sort of engagement element on it Even though the engagement rate was fairly good (roughly 70 %), engagement time could have been better (2.21 sec.)
  • 12. Brand Y | Predictive behavioural targeting campaign Campaign Description
  • 13. Brand Y | Campaign description 2012-11-01 13
  • 14. Brand X | Brand Measurement In the survey we ask about : a. Recall. b. Brand sympathy (Likeability) c. Purchase Intention 1. Control group Users who have not been exposed for the campaign. 2. Test group Users who have been exposed for the campaign.
  • 15. Brand Y | Predictive behavioural targeting campaign RESULTS
  • 16. Brand Y | Brand Awareness (pretest vs. PBT Target group divided on frequencies) Al frequencies shows an increase in awareness. Greatest are the one measured on the frequency between 5-8 with 27%. Control Group = 527; 1-2= 330; 3-4 = 317 ; 5-8= 156; 9+ = 137
  • 17. Brand Y | Brand Sympathy (Pretest vs. PBT Target group divided by frequencies) Brand Sympathy has the highest effect on 5+ impressions. Control Group = 477, 1-2= 297; 3-4 = 276; 5-8=142; 8+= 125
  • 18. Brand Y | Purchase Intention (Pretest vs. PBT Target group divided by frequencies) All frequencies shows an increase. Highest are the one with 23% from 9+ impressions. There is a clear correlation between frequency and purchase level. Control Group = 483; 1-2= 310; 3-4 = 285 ; 5-8=143; 8+ = 130
  • 19. Brand Y | Overall - Campaign effect Awareness is increased by 20% and purchase intension by 7%. Control Group = 527; PBT target group = 940
  • 20. Conclusion The optimal frequency in order to increase awareness, sympathy and purchase intension is 5+ ad impressions. The increase in brand awareness can be considered to be significant (27 % freq. 5-7) given the fact that the brand is well known There is a correlation between Purchase intension and frequency. No wear-out effect measured.
  • 21. Brand X | Super target group campaign CAMPAIGN DESCRIPTION
  • 22. Brand X | Campaign description Campaign target Optimizing on Brand Awareness Things about the campaign. The product is a brand new webstore. The campaign period was rather long. Target group. Run of Network & and data driven optimisation Campaign volume Approx. 20 mill. ad-impressions cpm / cpc NOT optimised 2 mill. ad-impressions data driven optimization Period From week 25 34.
  • 23. Brand X | Brand Measurement In the survey we ask about : a. Recall. b. Brand sympathy (Likeability) c. Purchase Intention 1. Control group Users who have not been exposed for the campaign. 2. Test group Users who have been exposed for the campaign.
  • 24. Brand X | Super target group campaign RESULTS
  • 25. Brand X | Campaign effect without optimization RON compared to pretest, shows no impact on awareness and sympathy. A little decrease in purchase intension. Control Group = 2612, Test Group = 1314
  • 26. Brand X | Brand Awareness (pretest vs. optimised campaign divided on frequencies) Al frequencies from 1-7 shows an increase in awareness. Greatest are the one measured on the frequency between 5-7 with 67%. With frequencies higher than 7 shows a wearout-effect. Control Group = 2612; 1-2= 224; 3-4 = 120 ; 5-7= 122; 8+ = 320
  • 27. Brand X | Brand Sympathy (Pretest vs. branding opt. divided by frequencies) Brand Sympathy has the highest effect on 3-4 impressions. 8 impressions or more results in a decreasing effect. Control Group = 2302, 1-2= 196; 3-4 = 102 ; 5-7=98; 8+= 288
  • 28. Brand X | Purchase Intention (Pretest vs. branding opt. divided by frequencies) All frequencies shows an increase. Highest are the one with 38% from 5-7 impressions. Again we see the wearout-effect on high impressions. Control Group = 2479; 1-2= 208; 3-4 = 111 ; 5-7=111; 8+ = 306
  • 29. Conclusion The optimal frequency in order to increase awareness, sympathy and purchase intension is between 3-7. Frequencies from 8 and higher are wasted. No branding effect measured on RON/CPM/CPC. Data driven optimisation increases impact on Brand awareness up to 67%
  • 31. 5. Tarjouskampanja KAMPANJATARJOUS: 15 % mediatoimistoalennus 40 % kampanja-alennus EHDOT: Kyseess辰 tulee olla rich media tai kohdentamisprofiilikampanja Budjetin tulee olla v辰hint辰辰n 2000 euroa Kampanja tulee toteuttaa t辰m辰n vuoden aikana EI SIIS MUUTA KUIN KATSOMAAN OMAT PYDLL VIEL OLEVAT JOULUKAMPPIKSET LPI JA YHTEYDENOTTO KLIKKIIN!!! 2012-11-01 31
  • 32. 7. KYSYMYKSET Sana on vapaa 2012-11-01 32
  • 33. 8. Finnkinon leffael辰myksien voittajien arvonta .AND THE WINNER IS??? 2012-11-01 33