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Future Formats, Brand Effectiveness
and Measurement
Steve Chester,
Director of Data & Industry Programmes, IAB
2nd October 2013
Agenda
1. IAB Video Rising Stars
2. Brand Effectiveness -
Interactive Formats
3. Measurement
• Viewable Impressions
• Digital GRPs
1. IAB Video Rising Stars
5 Formats
IAB Digital Video
Rising Stars
Description Why Selected
Filmstrip Scrollable, multipanel, horizontal unit,
much like “The Filmstrip” Display and
Mobile Standard Ad Units
Richly engaging experience with tons
of content possibilities delivered in
page with users fully in control
Ad Control Bar Sitting above the player controls, an
elegant interface allowing viewers to
engage in multiple ways, if they so
choose
Allows any ad to be interactive without
affecting video ad content
TimeSync Rich ad content overlaid on video,
changing in sync with video ad
content
Targets and invites interaction at the
most appropriate moments
Extender Allows viewer to choose to continue
viewing ad content
Provides opportunity for deep video
engagement, with permission
Full Screen Invites viewer to interact and then fills
player with a full canvas of interaction
possibilities including more video,
social and catalogs
Allows for an immersive, in-page ad
experience, with users in control
Display Rising Stars
http://www.iabuk.net/resources/standards-and-guidelines/display-advertising-guidelines
2. Brand Effectiveness
Background and Methodology
• Performance of formats across five key brand metrics
• Aided Brand Awareness
• Online Ad Awareness
• Message Association
• Brand Favourability
• Purchase Intent
• Based on
• 910,762 respondents from 15 countries including UK, USA,
Europe, South America and Australasia
• 940 campaigns measured
• 18,724 unique combinations of creative and website use
Sales
Funnel
* Exposure to these formats not always mutually exclusive due to sample sizes
Background and Methodology
• Three new online display formats • Billboard* (970 x 250)
• 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)
• Retrospective analysis of global campaigns in 2010 &
2011 using Dynamic Logic MarketNorms® data
Formats analysed
Wall Paper
Billboard
Half P
age
MPU
Banner
Skyscra
per
Billboard
Half Page
Wallpaper
Results 02 October 2013 iabuk.net/contact
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Aided Brand AwarenessBillboard Wallpaper Half Page MPU Skyscraper Banner
Wallpaper shows the greatest uplift in
Brand Awareness
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Up
lift a
mo
ng
st th
ose
exp
ose
d to
…
Q: Have you heard of the following brand?
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Online Ad AwarenessBillboard Wallpaper Half Page MPU Skyscraper Banner
Billboard dramatically out performs all
formats for Ad Awareness
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Up
lift a
mo
ng
st th
ose
exp
ose
d to
…
Q: Have you seen the following brand advertised online in the past 30 days?
0%
1%
2%
3%
4%
5%
6%
Message AssociationWallpaper Half Page MPU Skyscraper Banner
Wallpaper offers greatest uplifts in
Message Association
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK,
insufficient sample size to break out results for Billboard
Up
lift a
mo
ng
st th
ose
exp
ose
d to
…
Q: Which of the following brands, if any, uses the following message in its advertising?
-2%-2%-1%-1%0%1%1%2%2%3%3%
Brand FavorabilityBillboard Wallpaper Half Page MPU Skyscraper Banner
Billboard most positive in driving Brand
Favourability
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Up
lift a
mo
ng
st th
ose
exp
ose
d to
…
Q: How would you describe your overall opinion of the following brand?
-2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
Purchase IntentWallpaper Half Page MPU Skyscraper Banner
Skyscraper (followed by Wallpaper) best
for Purchase Intent
Up
lift a
mo
ng
st th
ose
exp
ose
d to
…
Q: How likely are you to purchase the following brand?
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK,
insufficient sample size to break out results for Billboard
The best performing formats
Brand metric Best
performing
format
Uplift of
best format
Average uplift of
traditional formats
Best new format
vs traditional
average
Aided Brand
Awareness Wallpaper 2.1% 1.1% x 2 better
Online Ad
Awareness Billboard 16.6% 1.8% x 9 better
Message
Association Wallpaper 5.2% 0.7% x 7 better
Brand
Favorability Billboard 2.5% 0.7% x 4 better
Purchase
Intent Skyscraper 1.4% 0.7% n/a
Recommendations
• Larger formats perform particularly well at the start of the
purchase funnel – campaigns should be planned accordingly
• Creative needs to be considered carefully when using
wallpaper and home page take over ads as these can have a
polarising effect on users
• When driving awareness (e.g. for new brands) new larger
formats can play an invaluable role
3. Measurement
US - Making Measurement Make Sense
(3MS) – What & Who?
A cross-industry collaboration that will
improve planning, buying and
measurement of digital media and facilitate
cross-platform comparison across ALL
media...digital and legacy.
Facilitators: Supporters:
US - Making Measurement Make Sense (3MS) –
5 Guiding Principles of digital measurement
1 • We need to move to a “viewable impressions” standard
2 • Online advertising must migrate to a currency based on audience
impressions, not gross ad impressions.
3 • Because all units are not created equal, we must create a
transparent classification system.
4
• We must determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building.
5 • Digital media measurement must become increasingly comparable
and integrated with other media.
Proposed Viewable Impression Standard
– most display ads
50% of the ad
viewable for a
minimum of
1 second
Results in 2012……
• MRC overseeing measurement. Last test:
• 3 billion impressions, 22 campaigns, 17 advertisers, 12 agencies
• Viewability varied considerably
• Viewability varied by ad size
• However large proportion of unmeasured viewability (0 – 77%)
• Non-viewability causes
• Cross Domain iFrames
• Varying capabilities across the viewable vendors
• Ad viewability tags not firing
Revised Proposed Standards – Video,
Rising Stars & Mobile
Some questions arising / other thoughts
• Screen resolution?
• Yield concerns . Will price/CPMs increase?
• More above the fold ads – at expense of content/user experience?
• Free market economy – doesn’t performance dictate price?
• Performance – will this render CPA’s unachievable?
• How to integrate with RTB?
• Below-the-fold misnomer
• Viewability for content rich sites v. similar to above the fold.
• Benefit to user and advertiser not cluttering in-view page with ads.
Viewable Impressions Cross-Industry
Working Group
Revised IAB UK 5 step plan
IAB US
• Continued engagement with IAB US & MRC to view results,
recommendations, next steps, timeline for rollout.
Working Party
• Formation of cross-industry working group to review 3MS, opportunities, challenges, potential rollout in UK.
Education
• Creation of online resource and FAQ outlining initiative, current
status and next steps of working party
Research
• IAB UK Impression Viewability research study – Q4 2013 / Q1
2014.
Standard
• Rollout of baseline Viewability standard to UK market – 2014 (tentative - tbc)