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Case study : Epitiro launches ISPosure in New Zealand
Background
Broadband measurement company Epitiro specialises in measuring the quality of broadband connections. Established in the UK in 2000, Epitiro provides research to leading international mobile, IP & fixed network operators. In New Zealand, Epitiro provides services to a range of ISPs, telcos and the Commerce Commission.
Epitiro was looking to launch a free downloadable application – ISPosure - for consumers to use to measure their broadband connections and provide comparisons with the services provided by other ISPs.
Objective
Epitiro decided on an online-only launch strategy with two main objectives. The first objective was to introduce the brand ISPosure to the market, and promote the ability for consumers to measure the quality of their broadband provider’s service. The second objective was to drive downloads of the ISPosure application – Epitiro hoped to gather 1500-2000 ISPosure users through the course of the campaign.
The target audience was broadband users.
Campaign Overview
The campaign consisted of three main components:
- Rich Media (Flash) display ads – to promote the brand name “ISPosure” and create some brand awareness in addition to driving downloads of the ISPosure application
- Google Paid-Search listings to drive traffic to the ISPosure site
- Text Links
The campaign ran from July 4, 2008 through to August 31, 2008, with the majority of activity between July 10 and August 7.
Research Methodology
Measurement of the campaign’s success was designed to measure two things:
- Brand awareness created by the campaign (bearing in mind that the brand was completely new to the market, and that the campaign material was also designed to create response)
- Response – how many people downloaded and installed the ISPosure application
To measure the branding impact of the campaign, Neilsen Online’s AdEffectiveness surveying methodology was employed. Measurement of the Direct Response performance was provided through:
- Ad-trafficking via Facilitate Digital : both ads served, and post-click analysis were provided through ad server tagging provided by Facilitate Digital. Post click analysis was provided for all three categories of advertising : display units, text links and paid search ads
- Page analytics : all pages on the ISPosure site were tagged using Google Analytics to measure overall site traffic and provide comparison figures for the Facilitate Digital post- click reporting.
Results
“The success of this campaign has gone well beyond what we were expecting. To forecast around 2000 downloads and to get almost 10,000 was unbelievable, and speaks volumes about the power of online advertising”
Mike Cranna, CEO, Epitiro
- There was a 67% increase in positive brand consideration (“likely to download the application in the next 4 weeks”) for those exposed to the advertising versus those not exposed, and a 98% increase in the target group (broadband users). 1
- Positive brand consideration was higher for those exposed to the advertising 3+ times – 48% increase for 1-2 exposures versus 75% increase for 3+ exposures.1
- Favourable brand recommendation also increased much more for those exposed to the advertising 3+ times (30% increase). 1
- Ad recall was stronger for those exposed to the ad 3+ times (30% recall for 3+ exposures versus 23% recall for 1-2 exposures). 1
- Of those exposed 24% recalled having seen the advertising online – and there was a very low level (<10%) incorrect media channel attribution. 1
- Of those that recalled the advertising, 4% were able to correctly identify the brandname unprompted. This is high given that the brand was completely unknown in the market prior to the campaign, and the campaign material also mentioned several well-known local ISP brands (such as Xtra, Orcon, TelstraClear, IHUG and others). 1
- The campaign yielded over 9600 installed users of ISPosure over the duration of the campaign (July 7 – Aug 31). This represents almost four times the advertiser’s initial expectation and objective. 2, 3
Sources: Nielsen Online AdEffectiveness 1, Facilitate Digital post-click tracking 2, Epitiro’s user-registration records 3
Conclusion
Despite the material for this campaign being predominantly focused on driving direct response, the campaign generated substantial brand awareness for a brand that was completely new to the New Zealand market.
With the results the campaign achieved outperforming the client’s expectations by a factor of 4:1, this campaign clearly demonstrates the strength of online to deliver audiences and influence their behaviour.
A particularly interesting feature of this campaign is that it was able to deliver both stellar direct-response results and substantial brand awareness in a single campaign. The combination of display advertising and paid search enabled this campaign to deliver both fast mass brand awareness, and ongoing acquisition. The paid search campaign facilitated steady ongoing acquisition at a low CPM rate. While the display component enabled the branding objectives of this campaign to be realised.
Campaign Material
There were six different display formats used all of which were animated rich-media ads. The seizes were 160x600 (“skyscraper”), 234x60 (half-banner), 300x250 (“island”), 468x60 (“full banner”), 728x90 (“leaderboard”), 760x120 (“billboard”).
Below is a sample of the material showing snapshots from the ads. Live examples showing the full animations can be found here.
(Yahoo 60 chars max) Broadband behaving more like dial-up? Get isposure.
(MSN 45 chars max) Broadband more like dial-up? Get isposure.
