Title
How Brands can use audience data to increase ROI
Presented to DigitOctober 2013
Launched in 32 countries, served over 2,000 Publishers, Ad
Networks, Media Agencies, Advertisers, Researchers
Multi National Advertisers & Agencies
Local Journalism & Content
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offering behavioural, contextual, demographic and psychographic
attributes from over 850 million profiles
33 million profiles in the rest of the World
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And heres what we know about Pakistan
September 2013 EM Dashboard for Pakistan
16.4 million unique browsers
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79.6 million sessions
245 million pageviews
1.45 average page duration
5.24 average visit duration
3.08 average pageviews per session
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And heres what we know about Pakistan
September 2013 EM Dashboard for Pakistan
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And heres what we know about Pakistan
September 2013 EM Dashboard for Pakistan
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What is advertising?
In essence, reaching an audience with a pervasive message to
achieve certain goals
The basic principles remain the same whether it is online or
offlineIn order to achieve your marketing goals you need reliable
dataThis data tells you where best to reach your intended
audiences
Nothing new about this
But it is new to online in Pakistan
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Brands need an open data platform to account for all online
consumer behaviour.
Access Location
Page & Ad Tags
Community Online Panels
Online Surveys
Which facilitates a simple, single view of the market, pre and
post buy, fuelling growth in online advertising.
Device Type
Interests & Behaviours
Purchase Intent
360 view of the consumer
Demographics
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In a single dashboard, we aggregate all the data your brand
needs to better understand your digital audiences
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The data enables you to view the total market
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The data enables you to inspect an audience at a publication
level
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The data allows your marketing teams and agency to plan and
target your ideal digital consumers
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The data allows you to see whos browsing your own site
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Using the same data to also view those who engage with your
digital destinationsunderstand who they are
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Air Asia
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The data enables you to understand campaign success
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by measuring your Campaigns reach to your desired Target Market
in familiar termsGross Ratings Points
Reach
Frequency
Digital GRP(Gross Rating Points)
X
=
0%Reach
100%Reach
Your ad was exposed to 65%of your target market
How many times was the ad seen?
1, 2, 3,
4
260
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Validating and benchmarking your Campaigns Impact is crucial to
showcasing the power of digital
Campaign Impact presents the differences of those who saw my
campaign and those that did not
What did those who did see the campaign have to say?
What did those who did not see the campaign have to say?
NOT EXPOSED
EXPOSED
Please note: Campaign Impact reports are based on having 150
people exposed in the target market and 150 people who have not
been exposed in the target-market.
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by Demonstrating cut through and continual positive shifts,
Campaign to Campaign, Brand to Brand.
What did the ad convey about the product?
Will you buy/recommend?
Are you currently using a this product or a similar product?
Have you seen the ad?
RecallFamiliarityRecommendationConsiderationSocial LiftBrand
Health
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while demonstrating Campaign cut through and positive shifts for
each and every campaign
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Credit Card
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In Summary, the data provides
Is the most comprehensive planning tool to help you find your
consumers online.
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With rich data to help you know who is engaging with yours and
your competitors Digital Destinations.
2
Coupled with Campaign Validation to a Target Market and reports
in familiar Terms, Digital GRP.
3
Linked to Campaign research to help Showcase the Power of
Digital at shifting sentiment and behaviour.
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Thank you
For using Effective Measure Data in the future!
