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Vienna Joachim Wahlstrøm19/11/2012 Head of Marketing Nordics19/11/2012 Head of Marketing, Nordics
Microsoft Advertising
Background and MethodologyBackground and Methodology
Th d i d bi li di l f t• Three new and improved bigger online display formats • Billboard* (970 x 250)• Wall Paper* (custom)Wall Paper (custom)• Half page (300 x 600)
• Three established online display formats• MPU (300 x 250)• Banner (728 x 90)• Skyscraper (160 x 600)• Skyscraper (160 x 600)
• Retrospective analysis of global campaigns in 2010 -2012 using Dynamic Logic MarketNorms® data
* Exposure to these formats not always mutually exclusive due to sample sizes
g y g
Background and MethodologyBackground and Methodology
Performance of formats across five key brand• Performance of formats across five key brand metrics
• Aided Brand AwarenessSales
FunnelAwareness• Aided Brand Awareness• Online Ad Awareness• Message Association
FunnelAwarenessInterestDesireIntent
• Brand Favourability• Purchase IntentB d
IntentLoyalty
• Based on • 765,000 respondents from 15 countries including UK,
USA Europe South America and AustralasiaUSA, Europe, South America and Australasia • 770 campaigns measured• 18,814 unique combinations of creative and website use
Average uplifts of exposed (vs control) g p p ( )groups
aign
?Exposed Group Percentage Points uplift between Control & Exposed Groups
ng c
ampa
YES Both groupscomplete 20%
25%30%35%
+ ..%ad
verti
sin
Control Group
complete survey about attitudes to
0%5%
10%15%20%
see
the
a
NO
Control Group attitudes to brand and advertising campaign
Did
they
NO p g
D
Formats analysedFormats analysed
Billboard
MPU
Banner
per
Wall Paper
Sky
scra
p
age
S
Hal
f Pa
Billb dBillboardboa d
Billboard creative demoBillboard creative demo
Half PageHalf Pageg
Wall PaperWall Paperp
R ltResultsesu ts
Wallpaper shows the greatest uplift in p p g pBrand Awareness
2 0%
2,5%
osed
to…
1,5%
2,0%
thos
e ex
po
0,5%
1,0%
ft am
ongs
t
0,0%Aided Brand Awareness
Billb d W ll H lf P MPU Sk B
Upl
if
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: Have you heard of the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
Billboard dramatically out performs all y pformats for Ad Awareness
14%16%18%
osed
to…
8%10%12%14%
thos
e ex
po
2%4%6%8%
ft am
ongs
t
0%2%
Online Ad AwarenessBillboard Wallpaper Half Page MPU Skyscraper Banner
Upl
if
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: Have you seen the following brand advertised online in the past 30 days?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
Wallpaper offers greatest uplifts in p p g pMessage Association
6%
d to
…
4%
5%
ose
expo
se
2%
3%
amon
gst t
ho
0%
1%
Message Association
Upl
ift a
Message AssociationWallpaper Half Page MPU Skyscraper Banner
Q: Which of the following brands, if any, uses the following message in its advertising?Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
Billboard most positive in driving Brand p gFavourability
3%3%
ed to
…
1%2%2%3%
ose
expo
se
1%-1%0%1%
amon
gst t
ho
-2%-2%-1%
Brand Favorability
Upl
ift a
Brand FavorabilityBillboard Wallpaper Half Page MPU Skyscraper Banner
Q: How would you describe your overall opinion of the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
Skyscraper (followed by Wallpaper) best y p ( y p p )for Purchase Intent
1 5%2,0%
d to
…
0,5%1,0%1,5%
se e
xpos
ed
-1,0%-0,5%0,0%
mon
gst t
ho
-2,0%-1,5%
Purchase Intent
Upl
ift a
m
Purchase IntentWallpaper Half Page MPU Skyscraper Banner
Q: How likely are you to purchase the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
The best performing formatsThe best performing formats
Brand metric Bestperforming
Uplift of best
Next bestperforming
Average uplift of traditional
format format format formats
Aided Brand Awareness Wallpaper 2.1% 1.6% 1.1%
Online Ad Awareness Billboard 16.6% 5.2% 1.8%
M A i ti W ll 5 2% 1 0% 0 7%Message Association Wallpaper 5.2% 1.0% 0.7%
Brand Favorability Billboard 2.5% 1.3% 0.7%
Purchase Intent Skyscraper 1.4% 1.1% 0.7%
New formats score well on liking and differentiation gwhich result in a higher intention to click and interest*
*Internal Microsoft research, May 2012
Across all measures the new formats are 46%49%Credible
Internal Microsoft research, May 2012
considered to be stronger however the
new formats have key strengths in the
following areas:39%
45%
44%
48%
Likeability
Not irritating
following areas:
Click intention is 9 pp higher for new 29%
24%
32%
33%
Relevance
Difference
formats than standard
I d Vi i W b i 630%39%Click intent
Interest and Visit Website 6 pp
higher30%
30%
32%
36%
Visit website
Interest
26%Visit website
New Format Standard Format
New formats also boost interaction parameters*
*Microsoft & MediaMind research, May 2012
2X
I t ti Ti
2.5 X
Interaction Time
Interaction Rate
Compared to standard ad units
SummarySummary
N l di l f t t f t diti l• New larger display formats out-perform traditional formats across four key brand metrics
• Billboards offer three times better Ad Awareness levels and double the level of Brand Favourabilitylevels and double the level of Brand Favourability uplift than next best performing format
• Wallpaper offers five times the level of Message Association than the next best format and the highest glevels of Brand Awareness
RecommendationsRecommendations
L f t f ti l l ll t th t t f• Larger formats perform particularly well at the start of the purchase funnel – campaigns should be planned accordinglyaccordingly
• Creative needs to be considered carefully when• Creative needs to be considered carefully when using wallpaper and home page take over ads as these can have a polarising effect on usersp g
• When driving awareness (e.g. for new brands) new g ( g )larger formats can play an invaluable role
