Media House i Carat sproveli inovativni pristup merenju snage online oglašavanja

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Autor: Media House

U poslednje vreme sve je uzavrelija tema kako meriti uspeh online kampanja, i koliko zapravo uticaja ima pojavljivanje poruke na svest potrošača i njegovu brend percepciju. Kada ste u poziciji da zajedno sa klijentima ova pitanja sebi često postavljate i preispitujete strategije i planove kako bi osigurali maksimalni uspeh svake kampanje, jednostavno morate napraviti iskorak i sagledati stvari iz drugog ugla.

Motivišući slogan kampanje našeg dugogodišnjeg klijenta CONTROL EVERYTHING nas je ohrabrio da preuzmemo stvari u svoje ruke i učinimo korak dalje u polju praćenja i optimizacije uloženog budžeta, sa ciljem superiorne efikasnosti ADIDAS kampanja.

Tako smo, zajedno sa partnerom, kompanijom Gemius, došli na ideju da po prvi put u Srbiji sprovedemo ONLINE BRANDING EFFECT istraživanje za predstojeću kampanju, sa ciljem merenja stvarnih efekata ciklusa na osnovu kojih bi, zajedno sa klijentom, mogli da donesemo određene poslovne zaključke. Ciljevi su bili jasni:

1. merenje efekata kampanje i jačine brenda
2. benchmark za buduće aktivnosti i planiranje kampanja

U startu smo bili blago rezervisani po pitanju očekivanih rezultata, ali smo verovali u uspeh tool-a koji je pokazao da je moguće uhvatiti statistički relevantan stav ispitanika i ukazati na rezultate brenda i kampanje među ostalim učesnicima iz kategorije.

Ovo jedinstveno istraživanje urađeno je za brend ADIDAS koji je globalni sinonim u sports performance kategoriji, a inicijativa je krenula iz agencija Carat Beograd i Media House. ADIDAS  je kao oglašivač poznat po probijanju mnogih granica, pa je i ovog puta pokazao spremnost za pionirski korak, a taj korak im je već doneo pozitivne rezultate. Na obostrano zadovoljstvo, došlo se do značajnih i pozitivnih saznanja u oblasti uticaja na brend percepciju, a klijent je dobio potvrdu da displej, odnosno oglašavanje banerima na lokalnim sajtovima značajno utiče na podizanje svesti o brendu. Takođe, otvorene su i nove prilike za širenje brend aktivnosti i dominacije na tržištu. U neku ruku, to je potvrda temelja naše dugogodišnje saradnje.

GEMIUS, kompanija koja je zvanični izvor za standardizovano online merenje posećenosti, zajedno sa svojim lokalnim timom, razvili su za potrebe ovog istraživanja specifičnu platformu koja se već u prvom talasu pokazala kao vrlo značajan alat sa kojim se može ići dalje u istraživanja za različite kategorije i po različitim osnovama. Samo istraživanje je vrlo fleksibilno, što klijentima omogućava da dođu do informacija koje su njima značajne.

Projekat je bio geografski i demografski definisan, a samim tim i izbor kanala za uspešnu distribuciju upitnika randomly izabranim internet korisnicima je bio ograničen. Tako su, bez dvoumljenja, učestvovanje u istraživanju prihvatili svi naši vodeći portali i tako zajedno sa nama napravili korak dalje.

„Ovakav tip istraživanja do sada nije rađen u Srbiji, i iskreno se nadamo da smo na ovaj način otvorili vrata i ukazali na dobar primer prikupljanja kvalitativnih i kvantitavnih podataka, a tako i rezultata i efekata integrisanih online kampanja. Ovo je i nama na neki način potvrda da ono što radimo itekako daje pozitivne rezultate“, rekla je Vera Radanović, Head of Digital u agenciji Media House.

Svakim danom mogućnosti u domenu digitalnih tehnologija utiču na ekspanziju online oglašavanja koje sad već zauzima ravnopravno mesto među tradicionalnim kanalima oglašavanja, dok tržište u Srbiji i dalje beleži skroman rast iz godine u godinu i to uz veliki trud svih naših kolega iz branše. Verujemo da će ova potvrda rezultata pametnog ulaganje brendova u lokalni display advertising doprineti ubrzanju trenda rasta investicija u digital i ohrabriti ostale da naprave svoje hrabre korake.

Author: Media House

There is an ongoing hot topic lately, how to measure success of online campaigns and how influential are those messages to consumer mindset and his brand perception. When you constantly challenge yourself together with clients in search for these answers, reassess strategies and plans in order to secure maximized success of each campaign, you simply must go ahead and step out in order to see things from different perspectives.

Motivating campaign slogan of our long term client CONTROL EVERYTHING encouraged us to takeover the control and make one step further in the field of tracking and optimization of invested budget with the goal of superior efficiency of ADIDAS campaigns.

Together with our partner GEMIUS, we came up with the idea and be first in Serbia to launch BRANDING EFFECT research for the following campaign with purpose of measuring real campaign wave effect based on which, the client with our assistance could make effective  business conclusions. Objectives were clear:

1. measure campaign effects and brand strength
2. create the benchmark for future activities and campaign planning

In the preliminary stages  we were  cautious about expected results, but we truly believed in tool’s success. Our efforts paid off and proved that it is possible to engage statistically relevant opinion of interviewers and show brand and campaign results inside the category.

This unique research was tailored for brand ADIDAS that is a global synonym for sports performance category, and the initiative originated  from  Carat Belgrade and Media House agencies. As the advetiser, ADIDAS  is well known for breaking many limits, so as this time they  displayed the willingness to make this pioneering step, and the step have already brought positive results. As a result,  we came to significant and positive findings in the area of brand perception influence, and the client has got confirmation that display advertising on local web portals has significant influence on brand awareness increase.  In addition to that,  many new opportunities for brand activations and continuous market dominance were opened. Taking all into account, it came as an endorsement for the foundation of our long term partnership.

GEMIUS, international company that is the official source for standardized online performance measurement, and their local team developed specialized platform for this research. In the first wave it proved to be a functional tool which can be expanded for various categories and research. The research itself is quite flexible, which enables diverse clients to reach highly valuable insights and information.

This project was geographically and demographically defined, and by that, the choice of channels for successful distribution of questionnaires to randomly chosen internet users was limited. So without hesitations, all of local leading web portals participated in this research and joined us in taking this one step further.

„This type of research was never done in Serbia, and we truly believe that by doing this we have opened the door and shown the good example of collecting qualitative and quantitative data, so as results and effects of integrated online campaigns. For us this is kind of confirmation that all of our work pretty much results with positive outcome.“ says Vera Radanovic, from Media House agency.

In the domain of digital technologies, possibilities are  stimulating the expansion of online advertising. Itnow takes the equal status among traditional advertising channels, while the Serbian market still indicates just modest growth over the years despite tremendous efforts of all our colleagues in the business. We are confident  that this validation of smart brand investment in local display advertising will contribute to the trend of further investment growth in digital and encourage others to move in the same direction.