Digital reach, frequency and demography
Digital reach, frequency and demography
Digital: Substantial reach and frequency Audience Report (desktop and mobile)
Distribution per unit
• The figures show the totals for desktop and mobile. The campaign had substantial reach in the catchment area, and reached 104,244 people according to Audience Report. The average frequency was 8.1.
DFP: Source: Audience Report, ASM Citroën ROS Desktop/Mobile Week 36-38 and DFP: ASM Citroën, test case 2017 (277041)
Digital: Demography Age and gender distribution per device. Age distribution per device 30% 24%
25% 20%
26% 23% 22%
23%
18%
17%
15% 11% 10%
The chart shows the age distribution per device in the campaign. The youngest group was best reached by mobile, while desktop was to a greater degree the best way to reach the older age groups.
12%
10%
7% 4%
5% 0%
16-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 56-65 yrs 66-75 yrs Desktop
2%
0%
76 yrs+
Mobile
Source: Audience Report, ASM Citroën ROS Desktop/Mobild Week 36-38
Gender per device
100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0%
52%
51%
55%
48%
49%
45%
Total
Desktop
Mobile
Men
Women
Content marketing demography
4,140 clicks (total) / 2,799 AiD users 28 secs. average reading time (total) Desktop: 31 seconds, Mobile: 29 seconds, Tablet: 23 seconds
561 views on Facebook Audience Report: 3,640 people, 1.4 frequency
Source: Logged-in AiD-users, Looker. Tracking 05/09–09/09/2017
Distribution per unit (AiD users)
Content marketing AiD users: Age and gender
30%
100 %
23%
25%
25%
23%
80 % 70 %
20%
29%
60 % 50 %
13%
15%
40 %
9%
10% 5%
8%
90 %
30 %
63%
20 %
4%
2%
10 % 0%
0%
16-29 yrs
30-39 yrs
40-49 yrs
50-59 yrs
60-69 yrs
70-79 yrs
Source: Logged-in AiD users, Looker. Tracking 04/09–10/09/2017
80 yrs+
Men
Women
Not specified
Summary • Positive swing in nearly all measured KPIs, including improved recognition and level of preference. The results also show a marked swing in ‘stands out positively’, which was a key objective of the campaign. • The message and means of the campaign (colours and leading the fight on grey) made an impression on the readers. • The demography aspect of the campaign scored highly on awareness. Results for sender ID and decoding were also good. • The print survey scored a little below average compared to the benchmark, but scored highly for ease of comprehension, sender ID and originality. • There was greater awareness and purchase intention among men in the print survey, but a higher score for engagement among women. • The content marketing for print had lower awareness than the full page ads, but yielded good results for engagement and action. • Audience Report showed a substantial digital reach of 104,000 people with an average frequency of 8.1.
Digital: Substantial reach and frequency Audience Report (desktop and mobile)
Distribution per unit
• The figures show the totals for desktop and mobile. The campaign had substantial reach in the catchment area, and reached 104,244 people according to Audience Report. The average frequency was 8.1.
DFP: Source: Audience Report, ASM Citroën ROS Desktop/Mobile Week 36-38 and DFP: ASM Citroën, test case 2017 (277041)
Digital: Demography Age and gender distribution per device. Age distribution per device 30% 24%
25% 20%
26% 23% 22%
23%
18%
17%
15% 11% 10%
The chart shows the age distribution per device in the campaign. The youngest group was best reached by mobile, while desktop was to a greater degree the best way to reach the older age groups.
12%
10%
7% 4%
5% 0%
16-25 yrs 26-35 yrs 36-45 yrs 46-55 yrs 56-65 yrs 66-75 yrs Desktop
2%
0%
76 yrs+
Mobile
Source: Audience Report, ASM Citroën ROS Desktop/Mobild Week 36-38
Gender per device
100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0%
52%
51%
55%
48%
49%
45%
Total
Desktop
Mobile
Men
Women
Content marketing demography
4,140 clicks (total) / 2,799 AiD users 28 secs. average reading time (total) Desktop: 31 seconds, Mobile: 29 seconds, Tablet: 23 seconds
561 views on Facebook Audience Report: 3,640 people, 1.4 frequency
Source: Logged-in AiD-users, Looker. Tracking 05/09–09/09/2017
Distribution per unit (AiD users)
Content marketing AiD users: Age and gender
30%
100 %
23%
25%
25%
23%
80 % 70 %
20%
29%
60 % 50 %
13%
15%
40 %
9%
10% 5%
8%
90 %
30 %
63%
20 %
4%
2%
10 % 0%
0%
16-29 yrs
30-39 yrs
40-49 yrs
50-59 yrs
60-69 yrs
70-79 yrs
Source: Logged-in AiD users, Looker. Tracking 04/09–10/09/2017
80 yrs+
Men
Women
Not specified
Summary • Positive swing in nearly all measured KPIs, including improved recognition and level of preference. The results also show a marked swing in ‘stands out positively’, which was a key objective of the campaign. • The message and means of the campaign (colours and leading the fight on grey) made an impression on the readers. • The demography aspect of the campaign scored highly on awareness. Results for sender ID and decoding were also good. • The print survey scored a little below average compared to the benchmark, but scored highly for ease of comprehension, sender ID and originality. • There was greater awareness and purchase intention among men in the print survey, but a higher score for engagement among women. • The content marketing for print had lower awareness than the full page ads, but yielded good results for engagement and action. • Audience Report showed a substantial digital reach of 104,000 people with an average frequency of 8.1.
