Sample Campaign Assessment

Client Report – assessment of campaigns for brands "A" and "B"

I. Campaign Objectives:

The objectives of the campaign have been established by company-wide targets, specifically the following: (presentation of company-wide targets with specific numbers)

II. Strategy for Brand “A”

TIMING: 16 April – 14 May 2007

STRATEGY: An advertising campaign for product registration and as an incentive for new user registration. Incentive provided in the form of a competition for valued prizes, namely in the areas of mobile communications and the gaming industry. The communications channels have been selected on the basis of results from the January campaign – the majority of successful websites were from the areas of mobile communications and entertainment. Banners were changed 14 days into the campaign.

FORMATS AND WEBSITES:

text links

PPC systems (advertising – Pay Per Click) in the AdFox and BBkontext systems

space advertising – banners of all dimensions on high-traffic websites, hypertext and direct mail:

• centrum.cz banners, hypertext, text tips, email
• sms.cz, 365dni.cz banners, text links,
• atlas.cz banners, hypertext, commercial presentation,
• idos.cz banners in connection listings
• zena-in.cz banner
• hyperinzerce.cz banner
• mobilmania.cz banner

Banner Examples:

banner – creative 1 (first 14 days of the campaign):

 banner – creative 2 (as of 26 April 2007):

III. Strategy for Brand “B”

TIMING: 2 April – 29 April, 2007

STRATEGY: Create image campaign and increase number of registered users of products and services. Banners were alternated with image banners at a ratio of 50% / 50%.

Banner samples:

Banners A, B, C, D, etc.

IV. Campaign Budget – final calculation + bonuses

• Budget for brand “A” in Client Net: CZK 2,561,000, added value above the scope of the campaign was CZK 615,405. Completed campaign had a value of CZK 3,176,405.

• Budget for brand “B” in Client Net: CZK 1,564,499 – campaign completed at a value of CZK 1,659,851

• Added campaign value CZK 953,562

V. Assessment of individual formats and campaign success

Evaluation of most successful formats

Brand “A”

• The campaign reached 1,564,176 users

• A total of 893,815,599 clickthroughs achieved

• Average price per click CZK 191.70

The most successful websites as regards cost per click (CPC) were as follows:

1. radiobeat.cz CTR = 0.36 %, CPC = CZK 35.40 (banner format), cost per UV = CZK 0.70

2. stahuj.cz CTR = 0.19%, CPC = CZK 43. 80 (button format), cost per UV = CZK 0.20

3. stahuj.cz CTR = 0.08%, CPC = CZK 35.70 (Leader Board format), cost per UV = CZK 0.10

Brand “B”:

• The campaign reached 2,221,155 users

• A total of 82,486,599 clickthroughs achieved (without PPC systems)

• Average price per click CZK 19.20

Brand “B”’s lower price per click compared with brand “A” is due to the use of mass portals, where the price for displaying a banner is significantly lower than with narrow target groups, due to the accessibility of the advertisement. A targeted advertisement and a higher target group always occupies a more expensive price range (fewer impressions, more money, engagement of target groups A, B) specifically due to the fewer number of displays offered to advertisers.

The most successful formats as regards cost per click (CPC) were as follows:

• banner ahead on IDOS.cz CTR 0.22% CPC CZK 9.10

• Atlas – email – hypertext (submitted section) CTR 0.16% CPC CZK 26.90

• Volny.cz – direct mail CTR 26% CPC CZK 43

• 365dni.cz – banner CTR 0.17% CPC CZK 24.60

• ceskehospudky.cz – text link CTR 0.22% CPC CZK 73.50

The campaign achieved excellent results in cost per click and added value. The level of clickthroughs, particularly emailing, also attained an above-average value. Another successful format in terms of number of clickthroughs, CPT and CTR is blesk.cz – the menu format. This format came in a close second to emailing on volny.cz for number of users (10,464).

Recommended format for future campaigns:

After an assessment of the success of the formats used in the campaigns, we propose the following formats, which will also be used in the Fall 2007 campaign:

• E-mailing

• buttons (250x250, 240x240, 300x300)

• Ahead (700x100)

• hypertexts

• Google AdWords – in comparison with total campaign results (15,477 clicks total) at CZK 2,650,000 and with costs for AdWords at CZK 46,000 for the month of April, which generated a total of 13,780 clicks. For this reason we recommend focusing on AdWords as a tool that we should use preferentially to achieve numerical targets.

  Analysis of goals reached

a) Deepening of brand awareness

Not measurable

 b) Influence of the campaign on total server traffic :

  Brand “B”

• average traffic for April 2007 April 2006 – growth of 46.5%

• May 2007 May 2006 – growth of 72.6%

Brand “A”

• average traffic April 2007 April 2006 – growth of 10%

c) Influence of the campaign on increased registration for products of both brands:

increase

1 April to 15 April – campaign for brand “A” only – 756

15 April to 30 April – campaigns for both brands – 3,400

30 April to 17 May – campaign for brand “B” only – 509

total increase for both campaigns in 1.5 months – 4,665

comparison with other months:

d) Influence of campaign on conversion rate

d.a) comparison of April, May 2007 to April, May 2006

tracking for average conversion rate of both brands

April 2006 April 2007 variance

8.83 5.45 decrease of 38.28%

May 2006 May 2007 variance

6.94 6.04 decrease of 13%

d.b) comparison of April and May 2007 with full-year average from 2006

tracking for average conversion rate of both brands