广告效果Advertising Effectiveness【国外大学优秀课件】.ppt

* * * * * * * * * * * * * * * * * * * * * Node integration is a single line of code:script language=JavaScript src=“/ar.js/script Survey Method 2. Using comScore Broker Technology to Survey Consumers Our broker technology is a simple, easy to deploy piece of code that when placed on a page allows a publisher to trigger a survey invitation for visitors to that page Key Benefits of this Approach No longer need to use house inventory to generate control samples, which eliminates traffic time and costs associated with house intercept recruitment. Deploying our technology radically streamlines the process by which we launch and go to field with new campaigns Infrastructure allows for more efficient, disciplined sampling Recruitment can be evenly spread over time * Country (e.g. UK) resident Age Gender Specific Attributes, e.g. condition, behavior, opinion Awareness, Perceptions Usage Future Intent Unaided and Aided Brand Awareness Source of Awareness Brand Perceptions Brand Usage Screener and Segmentation Likelihood to do further research (general and brand-specific) Likelihood to discuss with someone, e.g. doctor, friend, etc (general and brand-specific) Likelihood to purchase (general and brand-specific) Likelihood to recommend Demographics Income Location Internet behavior Brand Differentiation And Attribute Association Brand Differentiation Attribute Association Message Testing The standard design allows for 2 to 3 minutes of custom, closed-end questions before demos. The Survey * % Purchase Intent Indicates that comScore determined this to be statistically significant over Control (@90%) The value provided by advertising can be clearly measured Overall Intent to Purchase Based on Advertising Exposure ? 7 pts! 58% Lift The Cookie Deletion Problem: Overstates Campaign Reach but Understates Frequency 30% of Internet users delete their cookies in a month This rate corroborated by independent studies from Belden, J