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How to measure the influence of an online campaign on a web site?
2007-07-20
It can hardly be denied that the Internet has become an important medium for many advertisers. Therefore, the measurement of an ad campaign’s performance comes into prominence. Gemius, the leader in online research, provides the most complete set of data to measure the effectiveness of online advertisements. Thanks to gemiusEffect, it is possible to fully determine the impact of an ad campaign on the audience of the target web site.
Hyundai, one of the most significant car brands worldwide, decided, along with Gemius, to promote the Internet as an advertising medium by publishing the results of the company’s online campaign. To find out what the direct response to the promotion was, the automobile company benefited from the gemiusDirectEffect research. Thanks to this study, advertisers receive a wealth of important data, such as the number of post-click, post-view visitors and those who did not have direct contact with the campaign, but visited the web site. Moreover, advertisers find out how many actions were performed in each of the above groups or how loyal these users were.
You can combine web site and campaign monitoring
Hyundai managers used two Gemius research products: gemiusTraffic, which is a constant web monitoring tool, and gemiusDirectEffect, which measures the effectiveness of Internet campaigns. Both instruments allow data collection in real-time; the feedback which facilitates the optimization of the web service and the monitored campaign is given instantly. Additionally, on the client’s demand, Gemius can provide a report combining the results of the above research and evaluate the influence of the online advertising campaign(s) connected with promotional activities on the web site. An example of such a report is the case study on the www.hyundaimotor.cz service, whose results are published by Gemius.
The study is conducted by embedding tracking scripts in creative codes and on the advertiser's web site. Therefore, it is possible to differentiate particular visitors (cookies). This type of high-level technology allows you to measure the number of impressions and clicks on an advertisement. Moreover, it also lets you find out how many visitors (cookies) the campaign reached and how they behaved afterwards.
You can check if Internet advertising is bringing people to your web service
Hyundai, in cooperation with Gemius, measured the direct effect of its advertising campaign called “Santa Fe, Accent”. As a result of the research, it turned out that 224,960 visitors (cookies) had direct contact with the ads within the time period from June 1 to July 21, 2006. At this time as many as 52,592 Internet users visited www.hyundaimotor.cz and a majority of these users (88.4%) had had earlier direct contact with the campaign. An important feature of the gemiusDirectEffect research is that it allows for distinguishing two groups among the users who had direct contact with the campaign. These were visitors who clicked on the emitted creative and visited the web site immediately and those who saw the creative and did not click on it, however they visited the web site later on. The first group, the post-click visitors, accounted for 6.1% of the www.hyundaimotor.cz audience, while the latter group, the post-view visitors, was 82.3%.
Moreover, the analysis also indicated differences between those who had direct contact with the creative and those who did not. Being a small part of the web site audience (11.6%), the latter group was also less active. These users viewed 5.5 pages on average, which is considerably less compared to the post-click and post-view visitors. Accordingly, they viewed 14.7 and 11.2 pages. What is more, the Internet users who had no contact with the campaign spent an average of 5 minutes 6 seconds on the service. At the same time, the post-click visitors spent 15 minutes 17 seconds and the post-view visitors 10 minutes 10 seconds on average on the web site. Therefore, those who saw the campaign devoted at least twice as much time to the web site as those who did not.
Thanks to gemiusDirectEffect, it was also possible to measure the loyalty of the visitors. It turned out that those who had direct contact with the campaign were more likely to perform more than one visit on www.hyundaimotor.cz. Accordingly, 12.7% of the post-click visitors and 8.9% of the post-view visitors visited the web site at least 3 times. Among those who did not see the campaign, only 1.6% came to the service 3 times or more. A vast majority of those users performed only one visit on the web site (93.9%). The report also revealed information about the popularity of different parts of the web service. Similarly to the whole site, data is given about the loyalty of the visitors and visit characteristics on specific pages. To illustrate this point, the average duration of visits performed within the campaign period on the advertised web page “Uvodni stranka” by those who did not see the creative was rather short. Only 18.6% of the visitors spent more than 8 minutes on this target page. At the same time, the share of post-click and post-view visitors performing such visits amounted to 41.3% and 33.2%, respectively.
To sum up, Gemius provides advertisers with a rich set of online media metrics of Internet campaigns and their influence on the target page, as well as on the frequency and intensity of visits to the whole web service. Thanks to the research, advertisers can easily decide whether the campaign achieved specific goals. Moreover, a careful analysis of previous campaigns is also extremely important for planning future marketing activities. With information from the conducted research, the budget assigned to an advertisement can be spent optimally. Gemius yields the most complete information about the behavior of Internet users. The company’s research products do not only complement one another, but they also let clients understand the full picture of their e-marketing efficiency, mostly thanks to tailor-made reports such as the one presented above.
* Source of all the data: gemiusDirectEffect 01.06 – 21.07.2006.
Gemius SA is the largest online research agency in Central and Eastern Europe. The company has been dedicated to Internet market research since its founding in 1999. By focusing the business on maximizing credibility, quality and accuracy the company has been able to grow into the largest online market research agency in Central and Eastern Europe in less than 5 years. We focus on high-quality, ethical research. We adhere strictly to the codes of conduct developed by ESOMAR.
Hyundai Motor Europe GmbH (HME) was established in 2000. Located in Offenbach, Germany, it coordinates all marketing, sales and after-sales activities in all of Hyundai’s 26 European markets. It employs nearly 200 people of various nationalities. Hyundai is the third largest Asian automobile brand in Europe. The annual European sales volume reached 330,000 vehicles in 2006.
Download a complete version of the press release in a Word file.
For detailed information about the study please contact: Krzysztof Dabrowski, Operation Manager Gemius s.r.o; krzysztof.dabrowski@gemius.cz