Research Study for Top 20 CPG Confirms Actionability of Mid-Flight Attitudinal Data, Brand.net’s SalesLink Now Offers First Fully-Integrated Media/Measurement/Optimization Solution to Drive Increased Offline Product Sales
SAN MATEO, Calif. – Brand.net, the leading independent demand-side platform for Brand advertising, announced the results of a joint research study with Vizu and Nielsen demonstrating that increased purchase intent during an online campaign translated into significant increased in-store product sales for up to six weeks after the campaign completed. The delivery of actionable Brand impact data during a SalesLink™ campaign gives advertisers and agencies the first fully-integrated media/measurement/optimization solution to drive increased offline product sales.
This pioneering measurement program was conducted with a Top 20 CPG company’s leading beauty brand on a Q4 2009 media campaign across 46 high-quality, contextually relevant publisher websites. Media was managed and optimized by Brand.net, purchase intent measured using Vizu’s Ad Catalyst solution, and offline sales impact measured by Nielsen.
“Our Brand customers have a clear business challenge: up to 95% of their revenue is generated from products sold offline in brick and mortar stores. They need to know that their online campaigns are driving increased offline sales, period, and they want data mid-campaign allowing in-flight optimization to drive that offline sales figure even higher,” said Elizabeth Blair, CEO and Co-Founder of Brand.net. “SalesLink™ delivers this comprehensive media/measurement/optimization solution. And unlike portal-based solutions, Brand.net manages, measures and optimizes campaigns across dozens of independent, top comScore sites, within contextually relevant channels. Our campaigns are driving real offline sales ROI for our customers, and we prove it to them.”
Brand.net’s SalesLink™ results for this study included the following insights:
– In this first campaign, Brand.net delivered 178% ROI on campaign media spend; well above the 157% average1 across >200 other Nielsen studies
– 14% lift in purchase intent for those answering “Definitely Will buy [CPG leading beauty brand] in the next 6 months?”
– 5% lift in offline sales within exposed group vs. control group already recorded within six weeks after the campaign ended.
– Numerous real time insights into by-unit media effectiveness, including the fact that 300×250 ad sizes were most effective in driving brand lift
“The addition of Ad Catalyst’s real time brand lift measurement metrics – which include overall campaign performance in addition to the contribution of individual media units, frequencies, and sites – into Brand.net’s SalesLink™ solution is a game changer for the online Brand advertising industry,” said Dan Beltramo, CEO of Vizu. “What’s really interesting about these results is that the drop off between intent measured online and behavior measured offline is relatively consistent with what we’ve seen reported when behavior is measured online. The implication is powerful for brand advertisers – you can use online intent data as a predictor of offline behavior and therefore calculate a true advertising ROI.”
Brand.net has integrated this revolutionary in-flight measurement capability into its SalesLink™ offering for CPG, Pharma, Retail and Automotive advertisers. With SalesLink™, Brands can now measure attitudinal impact due to online ad exposure (awareness, attitudes, favorability, preference and intent), correlate that impact to actual offline purchase activity (dollars or items sold per buyer, share of brand dollars versus top competitors, dollars measured against entire brand category, ROI and brand lift) and optimize accordingly – all with one integrated solution.
About Brand.net
Brand.net is the leading independent demand-side platform for Brand advertising for the world’s largest brand advertisers and media agencies. Brand.net delivers on their critical requirements: Quality, Scale and Value. Guaranteed.® The company’s platform integrates world-class proprietary technology for quality filtering, price and volume forecasting, buy automation and delivery management. Brand.net leverages this platform and the deep online advertising expertise of its team to execute efficient, effective online branding campaigns that deliver proven, outstanding results. The company is privately held and headquartered in Silicon Valley with sales offices throughout the US.
About Vizu Corporation
Vizu Corporation (www.vizu.com) specializes in measuring the effectiveness of digital media branding campaigns. Vizu’s Ad Catalyst platform is being used by hundreds of the world’s most important brands to measure the effectiveness of their online brand advertising efforts in real time. By providing a common currency of communication between advertisers and their partners in the digital media ecosystem—creative and media buying agencies, online publishers, and ad networks—Vizu is revolutionizing the efficiency and effectiveness of online brand advertising.
1 Source: Nielsen Online Presentation on 10/6/09 Citi Research conference call
