Online Engagement Research | Advertising

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<li class=" last"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/select">Select</a> </li> </ul> </div> </div> </div> <div id="box"> <div id="article-header"> <div id="badge-medium"> <h1> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/advertising/insight"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/commercial/2012/3/5/1330959596253/Graphic-reading-insight-001.jpg" alt="Graphic reading 'insight'" width="620" height="94" class="image-badge"/> </a> </h1> <div id="Frame2" class=" hide-on-popup"> <div id="ad-placeholder-Frame2"></div> </div> </div> <div id="main-article-info"> <h1 itemprop="name headline ">Online Engagement Research</h1> <p itemprop="description" id="stand-first" class="stand-first-alone" data-component="comp : r2 : Article : standfirst_cta">An innovative new piece of online engagement research and media planning tool from the Guardian</p> </div> <ul id="content-actions" class="share-links trackable-component" data-component="comp: r2: Share tools"> <li class="full-line facebook"> <span class="facebook-share"> <a class="facebook-share-btn" href="https://web.archive.org/web/20130205040452/http://www.facebook.com/dialog/feed?app_id=180444840287&link=http://www.guardian.co.uk/advertising/online-engagement&display=popup&redirect_uri=http://static-serve.appspot.com/static/facebook-share/callback.html&show_error=false" data-href="http://www.guardian.co.uk/advertising/online-engagement" data-link-name="Facebook Share"> <span class="facebook-share-icon"></span> <span class="facebook-share-label">Share</span> </a> </span> </li> <li class="full-line"> <a href="https://web.archive.org/web/20130205040452/http://twitter.com/share" class="twitter-share-button" data-url="https://web.archive.org/web/20130205040452/http://gu.com/p/39f2z/tw" data-via="guardian" data-counturl="http://www.guardian.co.uk/advertising/online-engagement" data-related="guardiannews" data-text="Online Engagement Research">Tweet this</a> </li> <li class="full-line google-plus" data-link-name="Google plus"> <div class="g-plusone" data-size="medium" data-callback="trackGPlus"></div> </li> <li class="full-line linked-in" data-link-name="LinkedIn"> <script type="IN/Share" data-counter="right" data-showzero="true" data-onsuccess="trackLinkedIn"></script> </li> <li class="full-line email" data-link-name="email this story"> <a class="rollover send-email" href="#" title="Send to a friend"><img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/static/466b7cff925dcd82cc3d1ea53c7b0c5f3d3321e1/common/images/icon-email.png" alt="" class="trail-icon"/>Email</a> </li> </ul> </div> <div id="content"> <ul class="article-attributes trackable-component b4" data-component="comp: r2: Byline"> <li class="publication"> <a itemprop="publisher" href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/">guardian.co.uk</a>, <time itemprop="datePublished" datetime="2012-08-07T08:55BST" pubdate>Tuesday 7 August 2012 08.55 BST</time> </li> </ul> <div id="article-wrapper"> <div id="article-body-blocks"> <span class="inline"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/2/1343922322657/140x84.gif" alt="one eng12" width="140" height="84"/> </a> </span> <p>Engagement matters. It is the topic that won't go away and is only increasing in significance for advertisers as consumer attention is spread across an ever expanding array of digital platforms. It is vital for advertisers to understand where they can reach their target audience in the media in which they are most engaged, and crucially how this engagement translates into ad effectiveness, and ultimately higher levels of brand engagement.</p><p>Guardian News and Media has produced a piece of research that not only contributes to an understanding of how online advertising works by assessing which behavioural and attitudinal media engagement factors are most strongly associated with ad effectiveness, but furthermore has created an online engagement planning currency and accompanying planning tool to help media planners assess the quality of their intended target audience (as defined by engagement and therefore ad response) across the Guardian network.</p><h2>Understanding Engagement</h2><p>Although a complex subject, there is broad consensus that there are three types of engagement that work together to create, maintain or improve the overall level of engagement between a consumer and a particular brand:</p><p><strong>Media engagement</strong></p><p>This is defined as the extent to which someone is involved with the media they consume. In the online world this covers both surveyed attitudinal measures and claimed media usage, and observed media usage as measured through web analytics.</p><p><strong>Advertising engagement</strong></p><p>This is the extent to which someone is involved with the content of a specific advert or marketing communication.</p><p><strong>Brand engagement</strong></p><p>This is a way of classifying a person's disposition towards and relationship with a given brand.</p><p>GNM's Online Engagement research concentrates on media engagement on the Guardian website, and its relationship with advertising engagement.</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/2/1343916939398/460x276_1.gif" alt="on eng 1" width="460" height="276"/> </a> </span> <h2>Measuring the link between media and ad engagement</h2><p>The sheer measurability of online dictates that any methodology used to measure engagement should take in both surveyed responses and observed / tracked online data. Omniture survey – from the providers of the Guardian's web analytics system - was chosen as the tool to enable us to do just that.</p><p>In early 2012, a survey ran across the entire guardian website. Questionnaire content related to attitudinal media engagement factors, while respondents' web analytics data was recorded to measure how they were using and interacting with the website.</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/6/1344271251731/460x276_3.gif" alt="image 3" width="460" height="276"/> </a> </span> <p>The questionnaire also covered a number of questions relating to ad effectiveness. Five campaigns that were running throughout early 2012 on different areas of the site were selected to give a representative view across industry sectors. The ad effectiveness questions related to brand metrics throughout the branding funnel – from ad recall through to purchase likelihood:</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/2/1343917389020/460x276_4.gif" alt="on eng 4" width="460" height="276"/> </a> </span> <h2>Creating a model of engagement</h2><p>Analysis of the results was conducted with Kantar Media and revealed that twelve key media engagement factors were primarily linked to ad effectiveness. These ranged from attitudes towards the Guardian website and the Guardian, measures of interaction with the site and its content, along with simple behavioural measures relating to frequency of site usage.</p><p>These twelve factors fed in to a single engagement index (referred to as the Endex), weighted by their importance:</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/2/1343917841865/460x276_6.gif" alt="on eng 6" width="460" height="276"/> </a> </span> <p>The Endex was then calculated for every respondent within the survey. Ultimately, as the Endex score increases, so too does an individual's engagement with advertising on the Guardian website:</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/2/1343917976341/460x276_7.gif" alt="on eng 7" width="460" height="276"/> </a> </span> <h2>Planning on engagement</h2><p>This process enabled the creation of an online engagement planning tool, accessible via industry media planning software and enabling advertiser target audiences to be profiled by where they can be found at their most engaged and where they are therefore most responsive to advertising across the Guardian site.</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/6/1344270549224/460x276_8.gif" alt="on eng8.1" width="460" height="276"/> </a> </span> <p>In the below example of a female target audience, planning on engagement across Guardian sites reveals a very different site selection to planning solely on reach, with sites such as Life and Style, Environment, Money and Travel revealing that they tend to attract the type of women who are more engaged with the Guardian site overall while achieving a higher effective reach among that target audience.</p> <span class="inline wide"> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/8/6/1344270571676/460x276_10.gif" alt="on eng 10.0" width="460" height="276"/> </a> </span> <h2>Contact</h2><p>To learn more about the Guardian's Online Engagement research and discover how you can use the planning tool to maximise return on yours and your clients' advertising, please contact:</p><p>Ian Gibbs<br/>Commercial Planning Manager<br/>Audience Department<br/><a href="https://web.archive.org/web/20130205040452/mailto:ian.gibbs@guardian.co.uk">ian.gibbs@guardian.co.uk</a><br/>T: +44 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class="full-line google-plus" data-link-name="Google plus"> <div class="g-plusone" data-size="tall" data-callback="trackGPlus" data-annotation="none"></div> </li> <li class="full-line linked-in" data-link-name="LinkedIn"> <script type="IN/Share" data-onsuccess="trackLinkedIn"></script> </li> <li class="full-line email" data-link-name="email this story"> <a class="rollover send-email" href="#" title="Send to a friend"><img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/static/466b7cff925dcd82cc3d1ea53c7b0c5f3d3321e1/common/images/icon-email.png" alt="" class="trail-icon"/>Email</a> </li> </ul> <span class="trackable-component component-wrapper six-col" data-component="comp: Below fold ad slot : 3rd ad slot (sc)"> <div id="Middle2" class=" hide-on-popup"> <div id="ad-placeholder-Middle2"></div> </div> </span> </div> <div id="promo" class="var-a"> <div id="promo" class="four-col edge"> <span class="trackable-component component-wrapper four-col" data-component="comp: MPU advert : MPU"> <div id="Middle1" class="four-col hide-on-popup"> <div id="ad-placeholder-Middle1"></div> </div> </span> <span class="trackable-component component-wrapper four-col" data-component="microapp: twitter-app : Grouped Twitter Feed (Promo) : ad_info twitter"> <div id="MediaNetwork" class="promo-component twitter-container" data-fetch-url="http://resource.guim.co.uk/twitter/jsonlist/MediaNetwork.jsonp" data-latest-tweet="298513302483509249"> <div class="hd"> <h3>Media network on Twitter</h3> </div> <div class="bd"> <ul> <li class="l1 tweet"> <a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><img src="https://web.archive.org/web/20130205040452im_/http://a0.twimg.com/profile_images/2986179908/f03ed85dc045b28a8dd8e13af7452832_normal.png" alt="GdnMediaNetwork" height="40" width="40"/></a> <p><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><strong>GdnMediaNetwork:</strong></a> Bringing mobile to the masses <a href="https://web.archive.org/web/20130205040452/http://t.co/cGNh740P" target="_new">http://t.co/cGNh740P</a></p> <span><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork/statuses/298513302483509249">about 8 hours, 29 minutes ago</a></span> </li> <li class="l1 tweet"> <a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><img src="https://web.archive.org/web/20130205040452im_/http://a0.twimg.com/profile_images/2986179908/f03ed85dc045b28a8dd8e13af7452832_normal.png" alt="GdnMediaNetwork" height="40" width="40"/></a> <p><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><strong>GdnMediaNetwork:</strong></a> <a href="https://web.archive.org/web/20130205040452/http://search.twitter.com/search?q=%23owntheweekend">#owntheweekend</a> competition winners <a href="https://web.archive.org/web/20130205040452/http://t.co/tr1kk8ch" target="_new">http://t.co/tr1kk8ch</a></p> <span><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork/statuses/298460604480495616">about 11 hours, 58 minutes ago</a></span> </li> <li class="l1 tweet"> <a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><img src="https://web.archive.org/web/20130205040452im_/http://a0.twimg.com/profile_images/2986179908/f03ed85dc045b28a8dd8e13af7452832_normal.png" alt="GdnMediaNetwork" height="40" width="40"/></a> <p><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><strong>GdnMediaNetwork:</strong></a> The emergence and influence of marketing change agents in business <a href="https://web.archive.org/web/20130205040452/http://t.co/qiigfOUl" target="_new">http://t.co/qiigfOUl</a></p> <span><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork/statuses/298460603499032577">about 11 hours, 58 minutes ago</a></span> </li> <li class="l1 tweet"> <a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><img src="https://web.archive.org/web/20130205040452im_/http://a0.twimg.com/profile_images/2986179908/f03ed85dc045b28a8dd8e13af7452832_normal.png" alt="GdnMediaNetwork" height="40" width="40"/></a> <p><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork"><strong>GdnMediaNetwork:</strong></a> Accessible technology is entering the mainstream and transforming lives <a href="https://web.archive.org/web/20130205040452/http://t.co/oY9Lm64h" target="_new">http://t.co/oY9Lm64h</a></p> <span><a href="https://web.archive.org/web/20130205040452/http://twitter.com/GdnMediaNetwork/statuses/298451047914033153">about 12 hours, 36 minutes ago</a></span> </li> </ul> </div> <div class="ft"><a href="https://web.archive.org/web/20130205040452/http://www.twitter.com/GdnMediaNetwork">Click here for more tweets from the Media network</a></div> </div> </span> <div id="promo" class="four-col edge"> </div> </div> </div> <div id="promo" class="var-b"> <span class="trackable-component component-wrapper four-col" data-component="microapp: most-viewed-ab-test : Most viewed section (Ophan) : "> <style> body.article #content .related-content p, #content .related-content ul li { margin-bottom: 0 !important; } .var-b .list-of-trails li { float: left; width: 300px; } .var-b .list-of-trails .trail-comment-count { float: left; width: 300px; } .var-b .list-of-trails .inline-pic { float: left; } .var-b .list-of-trails div.rating-container { margin-top: 3px !important; float: left; } .var-b .list-of-trails .pic-300 div.rating-container { padding-top: 3px !important; height: 10px !important; } .var-b .list-of-trails .pic-300 h4 { width: 300px; } .var-b .list-of-trails h4 { font-family: georgia, serif !important; font-size: 15px !important; font-weight: normal !important; line-height: 18px !important; float: left; width: 150px; } .var-b .list-of-trails .trail-text { display: none !important; } .var-b .list-of-trails img[width='280'] { width: 300px; height: 180px; margin-top: -7px; } .var-b .list-of-trails .inline-pic, .most-pop .thumb { border-top-color: #bebebe !important; border-top-style: solid !important; } .most-pop { min-height: 380px; font-family: georgia, serif; font-size: 15px; line-height: 18px; } .most-view-text { margin-left: 10px; } img + .most-view-text { float: left; width: 200px; } .most-pop .thumb { border-top-style: solid !important; float: left; padding-top: 4px; } .most-pop a { float: right; width: 290px; } .most-pop img { float: left; margin-left: 10px; } </style> <script> var initMostViewedInSection = function() { function loadJson(data) { var jsonPrefix = data.splice(0, 5); var mostViewed = []; jQuery.each(jsonPrefix, function(key, val) { var headline = val.webTitle; var link = val.webUrl; var thumbnail = val.fields.thumbnail; (thumbnail !== undefined) ? thumbnail = '<img src="' + thumbnail + '" width="70" height="42">' : thumbnail = ''; mostViewed.push('<li class="l1 thumb">'+(mostViewed.length +1 )+'<a href='+link+'>'+thumbnail+'<span class="most-view-text">'+headline+'</span></a></li>'); }); jQuery('<ol/>', { html: mostViewed.join('') }).appendTo('.most-pop-section .bd'); } var section = window.location.href.split('/')[3]; var urlQueried = 'https://web.archive.org/web/20130205040452/http://gu-most-popular.appspot.com/api/most-viewed/' + section; if(jQuery('#promo.var-b').is(':visible')){ jQuery.ajax({ url: urlQueried, cache: true, success: loadJson, dataType: 'json', jsonpCallback: 'ic' }); if(section === 'commentisfree') { section = 'Comment is free'; } else if(section === 'tv-and-radio') { section = 'TV and radio'; } else if(section === 'lifeandstyle') { section = 'Life and style'; } else if(section === 'uk') { section = 'UK'; } else if(section === 'global-development') { section = 'Global development'; } else { section = section.replace(/\w\S*/g, function(txt){return txt.charAt(0).toUpperCase() + txt.substr(1).toLowerCase();}); } jQuery('.most-pop-section h3').text('Top stories from ' + section); } } </script> <div class="promo-component most-pop most-pop-section"> <div class="hd"> <h3>Top stories in this section</h3> </div> <div class="bd"> </div> </div> </span> <span class="trackable-component component-wrapper four-col" data-component="microapp: most-viewed-ab-test : Most viewed global (Ophan) : "> <script> var initMostViewed = function() { function loadJson(data) { var jsonPrefix = data.splice(0, 5); var mostViewed = []; jQuery.each(jsonPrefix, function(key, val) { var headline = val.webTitle; var link = val.webUrl; var thumbnail = val.fields.thumbnail; (thumbnail !== undefined) ? thumbnail = '<img src="' + thumbnail + '" width="70" height="42">' : thumbnail = ''; mostViewed.push('<li class="l1 thumb">'+(mostViewed.length +1 )+'<a href='+link+'>'+thumbnail+'<span class="most-view-text">'+headline+'</span></a></li>'); }); jQuery('<ol/>', { html: mostViewed.join('') }).appendTo('.most-pop-global .bd'); } var urlQueried = 'https://web.archive.org/web/20130205040452/http://gu-most-popular.appspot.com/api/most-viewed'; if(jQuery('#promo.var-b').is(':visible')){ jQuery.ajax({ url: urlQueried, cache: true, success: loadJson, dataType: 'json', }); } } </script> <div class="promo-component most-pop most-pop-global"> <div class="hd"> <h3>Most popular</h3> </div> <div class="bd"> </div> </div> </span> <span class="trackable-component component-wrapper four-col" data-component="comp: List of trails from named trailblock : Galleries"> <div class="promo-component list-of-trails"> <div class="hd"> <h3> Today in pictures </h3> </div> <div class="bd"> <ul class="l1d"> <li class="inline-pic"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/sport/gallery/2012/dec/17/bbc-sports-personality-year-pictures" data-link-name="anchor image" class="link-image "> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/12/16/1355699281989/sports-peronality-2012-003.jpg" width="140" height="84" alt="sports peronality 2012" class="gallery-mask"/> </a> <h4 class="t6"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/sport/gallery/2012/dec/17/bbc-sports-personality-year-pictures" class="link-text">BBC Sports Personality of the Year – in pictures</a> </h4> <div class="trail-text"> Bradley Wiggins capped his remarkable sporting year by taking home the big prize at the ceremony in London </div> <div class="initially-off ma-placeholder-discussion-comment-counts"></div> <script> jQ(document).ready(function(){ jQ.ajax({ url : 'https://web.archive.org/web/20130205040452/http://resource.guim.co.uk/global/static/file/discussion/5/fill-comment-counts-swimlaned.js', dataType : 'script', type : 'get', crossDomain : true, cache: true }); }); </script> </li> <li class="inline-pic"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/artanddesign/gallery/2012/dec/16/my-best-winter-shot" data-link-name="anchor image" class="link-image "> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/12/14/1355481875679/Martin-Parrs-M-Video-Chri-003.jpg" width="140" height="84" alt="Martin Parr's M Video Christmas party photograph" class="gallery-mask"/> </a> <h4 class="t6"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/artanddesign/gallery/2012/dec/16/my-best-winter-shot" class="link-text">Dinner, dusk and dancing Russians: my best winter shot</a> </h4> <div class="trail-text"> A glass of wine with a rough sleeper, Santa in trunks, a thousand partying Muscovites … in a My Best Shot special, top photographers pick the image that sums up winter for them </div> </li> <li class="inline-pic"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/world/gallery/2012/dec/13/monkey-adopts-kitten-in-pictures" data-link-name="anchor image" class="link-image "> <img src="https://web.archive.org/web/20130205040452im_/http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/12/13/1355391391855/Kimon-a-long-tailed-monke-001.jpg" width="140" height="84" alt="Kimon, a long-tailed monkey grooms a kitten, whom, she treats as her baby, Bintan Island, Indonesia" class="gallery-mask"/> </a> <h4 class="t6"> <a href="https://web.archive.org/web/20130205040452/http://www.guardian.co.uk/world/gallery/2012/dec/13/monkey-adopts-kitten-in-pictures" class="link-text">Monkey adopts kitten – in pictures</a> </h4> <div class="trail-text"> Kimon, an eight-year-old pet female long-tailed monkey, treats a kitten as her baby in Bintan Island, Indonesia </div> </li> </ul> </div> </div> </span> </div> <div id="footer-container"> <div id="footer" class="global footer b4"> <ul 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