Millward Brown employs traditional brand metrics to assess Vodafone 3G datacard digital campaign

Millward Brown has announced that Vodafone India used its AdIndex tool for measuring their recent digital media campaign “Get 3G ready for Rs. 1600” campaign for a 3G Data Card. The digital measurement tool was used as a complement to CTRs and Conversion Rates. According to the research agency, the results indicate that the campaign showed above average performance for online awareness and on the intent to purchase metric, the performance was excellent.

 

“Both these metrics (CTRs and Conversion Rates), although useful, do not give a complete picture of how a campaign has performed. The average CTR for most campaigns today is 0.2 percent, while Conversion Rates stand at 6-7 percent. Measuring digital campaigns on the same

set of brand metrics as used in traditional media is still not a default practice in India. There is of course a lack of awareness, but with digital spends increasing significantly such advertising

effectiveness studies are gaining acceptance,” explained Rajith Nair, director – digital solutions, Millward Brown India.

 

Amol Kadam, head digital marketing and media, Vodafone India said, “We believe in the promise offered by digital as a medium, so when we were approached by Millward Brown to commission the study, it caught our attention - especially, since they were going to evaluate our campaign

using traditional brand metrics. Our agency partner, Maxus Global, was also quite supportive of the idea. When we got the results, the lift on the Awareness and Purchase Intent metrics were quite positive. The depth of insights that were provided by way of Creative, Media and Frequency performance, audience profile, and category usage was also quite helpful and has provided us with a benchmark for future campaigns.”

 

The campaign, which was for Vodafone’s 3G Data Card, ran for a month with the key objective of increasing awareness and intent to purchase. The results revealed that the campaign exceeded industry norms in terms of both of these key goals.

 

Assessing the campaign results, Nair said, “The key objective of the campaign was to create awareness and generate intent to purchase. On benchmarking with our global norms for new product launches in the Telecom space, the Vodafone campaign showed above average performance for Online Awareness and on the Intent to purchase metric, the performance was Excellent. These results indicate that the Vodafone campaign is right up there, among global online campaigns, in terms of overall performance. It is also a fact that the Indian online consumer is getting impacted by exposure to online campaigns.”

 

According to Vishal Jacob, business director, Maxus India, “The results of this study have been very promising and I am sure a lot of brands like Vodafone will go beyond clicks and leads to measure the impact of online display campaigns.”

 

The tool is a survey-based approach through which consumers are asked questions about the brand and its attributes – a set of brand metrics also used to evaluate traditional media campaigns but currently not widely used in India.