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In March 2013 EyeTrackShop became Sticky. Sticky was created to address an oversaturated online ad market to do what “viewability” and “in-screen” can’t – show clients if their ads have actually been seen. Sticky offers a dashboard solution measuring Cost-per-View (CPV) defined as the exact number of impressions that are seen per thousand served. Sticky tracks an ad unit across a campaign. Our clients are seeing a 25-40% increase in seen impressions and time spent looking at their brand. Campaign tracking for our clients enables them to stop guessing which half of their branding advertising budget is working and which is not. Winner of the ARF Great Mind Award for Innovation in March 2013, Sticky is changing the way online branding is being planned, optimized and audited.
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Frustration in the Digital Wasteland
Jeff BanderPresident, EyeTrackShop /Sticky
Trivia QuestionAdvertising Lore
✦ Can you name the person pictured here?✦ Hints:
– Born in 1838 in Philadelphia– Served as Postmaster General under
Benjamin Harrison– Considered to be the “Father of Modern Advertising”
✦ Answer: John Wanamaker✦ Why does this matter?
– Coined the saying
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
Problems
1. Concerned how to audit their branding campaign
2. Struggled to optimize branding dollars3. Under pressure to use branding dollars wisely
No Accurate Way to Track Branding OnlineUS Media Spend
$91B(62%)
$55B(38%)
$6B(25%)
$18B (75%)
Total $147B
Online $24B
Branding6% goes Online
Direct Response33% goes Online
Source: http://www.exchangewire.com/blog/2012/09/27/whitepaper-outlook-on-european-display-advertising-trends-by-clipperton-finance/
ProblemsWhat would lead you to increase
online brand ad spending?
0%
20%
40%
60%
80%
100%
68%
56%
38%
DeloitteTMT Predictions 2012
Source: http://www.deloitte.com/view/en_GX/global/industries/technology-media-telecommunications/tmt-predictions-2012/media-2012/97ab068df67a4310VgnVCM1000001a56f00aRCRD.htm
ProblemsWhat % of All Online Ads Are Seen?
“There are over 4 trillion display ads served per year now. The truth is, however, a huge chunk of them is never seen by any humans.”
The Viewable Impression Sea Change7/25/12
50%$12,000,000,000
Problems – Unsure how to measure branding online
There are no auditing tools for branding today.
✦ CTR levels are rapidly decreasing and have never been a suitable metric to evaluate brand campaigns
✦ Historically, the primary metric used to buy and sell online branding advertising has been the number of delivered impressions (CPM)
Most are in the dark on how to evaluate branding campaigns
Problems
What do you like about this ad?
What percentage of people actually saw
this ad?
75-100%50-75%25-50%
0%
Ineffective ads and ad campaigns get measured and changed, value saved and made
ProblemsBrand campaigns are not trackable
Ad Clicked On
Direct Response
Ads
RecentTransactions:
Ad Served
Results Gathered
BrandingAds
ProblemsNo Relevant Ways of Measuring Branding Ads
No such system exists for Display Ads today
Ad Served
Results Gathered
ProblemsDid the Brand Ad Get Seen?
CPVCPM
Cost-per-View
BrandingAds
Ad Served
Results Gathered
AdSeen?
Solving Problems
CPV (Cost-per-View) – More options to optimize your budget
Plan.Optimize.
Evaluate.Audit.
Problems Solved
• Avoid the unknown of not hitting your target market
• Stop guessing how long your ad is seen, or whether it’s seen at at all
• Avoid the pain of knowing half my campaign works, I just don’t know which half
Dashboard SolutionCost-per-View (CPV) is defined as the number of ad impressions that are seen per thousand served.
Sticky delivers CPV per ad unit and campaign
nCPV TG - net cost per view target group per ad unit and campaign
Impact is average time spent on the ad across an entire campaign.
Why
Prevents publishers from squandering market share by allowing them to get ahead of technology.Attract, increase and keep
Prevents agencies from delivering black box results on branding campaigns. Help clients
Prevents advertisers from wasting money on unseen ads, allowing them to optimize for greater ROI
* * *
Ad Campaign DetailsAdvertiser: xxCampaign period: xxTracking period: xx
# sites: 4# placements: 5Target group: F 18-45
xx 245x70 xx 500x350 xx 980x200 xx 980x120 xx 980x300 $-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$0.21 $0.21
$2.14
$4.69
$2.86
$0.54 $0.27
$4.46
$6.01 $5.41
nCPM nCPV TGAvg nCPM Avg nCPV TG
Viewed Impression
s
Target Group Net CPM
Net Cost per View
Net Cost per View - Target
Time viewing
ad
Ad Campaign Tracking
Pantene Campaign Data
• Facebook Standard Ad
• Amelia (980x240)
• Facebook Page Post Ad
• Devote Wallpaper• Bloggfamiljen
(980x300)
KEEP AWAYHigh price – Low
impact
TARGET GOALS Potential value based
on goals
STICKY ADThe sweet spot
Low cost- High Impact
?
CPV
IMPACTLow Medium High
High
Medium
Low
• Elle (980x180)• MSN (989x120)
Ad Campaign InformationAdvertiser: PanteneCampaign period: n/aTracking period: n/a# sites: 6# placements: 7Target group: F 25-49Benchmark filter: Within
campaign
Pantene Campaign Data Pre-Sticky OptimizationCP
V
IMPACTLow Medium High
High
Medium
Low
KEEP AWAYHigh price – Low impact
TARGET GOALS
STICKY ADThe sweet spot
Low cost- High Impact
?
10%
38% 47%
3% 2%
Potential value based on goals
CPV
IMPACTLow Medium High
High
Medium
Low
Campaign Post-Sticky Optimization
10%
38% 47%
3 % 2 %4%4%
42% 50%
# Verified Impressions
Impact
Same BudgetPerformance Gains 26-32%
+ 32%+ 26%
BeforeAfter
Testimonial
Krister KarjalainenHead of Digital, Procter & Gamble Nordics
"As we spend more money on online I think it is really important that we find new tools that can help us measure and improve our ROI in our media investments and we believe in this partnership with EyeTrackShop (Sticky) will actually help us increase our ROI for our online investments."
Thank You!
Jeff BanderPresident,EyeTrackShop/Sticky
Skype: ephraim.bander613Phone: +917-523-0007
Definitions
VI%: Percentage verified impressions, i.e., the percentage of impressions that are seen
TG%: Reach in target group
CPV: Cost-per-View, the true cost of reaching a 1,000 consumers by verifying the percentage of impressions that are actually seen
gCPV: Gross CPV
nCPV: Net CPV
nCPVTG%: Net CPV in target group
Impact: The average time the ad is seen. Studies show that the longer an ad is seen the stronger the correlation to recall and action
Verified impressions: Calculates the aggregated number of delivered impressions in the campaign that reached a consumers in the target audience
Verified Time with Audience: Calculates the aggregated time “seen” that the brand has accumulated during the campaign period
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
• Based in Stockholm, Sticky is the first media technology company providing a platform for ensuring that display ads get seen, developed in partnership with Tobii Technology
• Award-winning concept:
• ARF Great Mind Awards 2013• Next Gen Market Research Innovation Award 2012
• Blue-chip clients: Google, P&G, AOL, IKEA, McDonalds, and Group M
• Offices in New York, San Francisco, Stockholm, London and Shanghai
• Founded in 2009
Company
ConclusionsPerformance Gains & Savings✦ BIGGER BANG: Reallocate resources to better performing ads. Gain more
impressions with higher impact without increasing your budget.✦ CUT COSTS: Cut underperforming ads and reduce costs.✦ OPTIMIZE: Allocate money to the best performing formats, placements,
and sites.✦ MATCH MEDIA PLAN TO MARKETING GOALS: Tailor a media plan that fits
your marketing goals. Create a strong impact in the beginning of your campaign with higher nCPVTG to plant your message, then buy sites with lower nCPVTG to repeat your message.
✦ RIGHT CREATIVE IN THE RIGHT MEDIA: Compare campaigns and identify which creative works best in which formats, placements, and sites for each brand.
Sticky Optimization
Study Data: $160,000 (12.4% of budget) were invested in “keep away ads”
Sticky Optimization
Client Results: +16.9% Verified Impressions, +25.5% Impact
Optus AU
Optus AU
Yahoo
Ninemsn
Aust
Yahoo
Yahoo
Snak
kmed
ia
Gizmodo
CBS Inter
active
CBS Inter
active
$- $50
$100 $150 $200 $250 $300 $350 $400 $450
$4 $4 $4 $10 $12 $17 $17 $25
$180
$270
$5 $6 $6 $13 $18 $26 $38 $49
$277
$397
nCPV
nCPM
avg. nCPV
avg. nCPV
Ad Campaign DetailsAdvertiser: telecommunication equipmentCampaign period: Jan-Feb 2013Tracking period: Jan-Feb 2013
# sites: 6# placements: 10Target group: xx
Brand Site Placement Dimensions Budget nCPM nCPV Impact VI VTx Yahoo Homepage double side kickOTP 45 000.00$ 17$ 26$ 1 1747059 485x Yahoo Homepage Gutters 160x750 13 500.00$ 4$ 11$ 2 2092500 1163x Yahoo BT>Technology>Mobile Phone - Medium Rectangle300x250 6 300.00$ 12$ 18$ 0.5 346500 48x Ninemsn Aust Skype homepage Masthead spon650x170 7 920.00$ 10$ 13$ 3 594000 495x Gizmodo Site takeover - integrated display with homepage takeoverFireplace, 728x90, 300x600, 300x25012 620.00$ 25$ 49$ 1.5 257448 107x CBS Interactive CNET AU – HPTO – Skin, 2 x MrecCustom, 300x250 20 000.00$ 180$ 277$ 1.5 72222 30x CBS Interactive CNET AU - Phones Front Door Takeover - Skin, 2 x MrecCustom, 300x250 20 000.00$ 270$ 397$ 2 50370 28x Optus AU Optus Zoo.com - Homepage Burst 1 1x1, 300x250 9 000.00$ 4$ 5$ 3.5 1755000 1706x Optus AU Optus Zoo.com - Homepage Burst 2 1x1, 300x250 9 000.00$ 4$ 6$ 2.5 1485000 1031x Snakkmedia Audience Profile Targeting - MOBILE SWITCHERS 320 x 50 18 000.00$ 17$ 38$ 0.5 476471 66Average 16 134.00$ 54.30$ 84.02$ 1.8 887657 516
