The impact of creative on effectiveness and measurement by Jim McGinty and Darren Sharp - Incisive Create Mobile Strategies
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The impact of creative on effectiveness and measurement by Jim McGinty and Darren Sharp - Incisive Create Mobile Strategies

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The impact of creative on effectiveness and measurement by Jim McGinty & Darren Sharp for Incisive Create

The impact of creative on effectiveness and measurement by Jim McGinty & Darren Sharp for Incisive Create

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The impact of creative on effectiveness and measurement by Jim McGinty and Darren Sharp - Incisive Create Mobile Strategies The impact of creative on effectiveness and measurement by Jim McGinty and Darren Sharp - Incisive Create Mobile Strategies Presentation Transcript

  • The impact of creative on effectiveness and measurement JIM MCGINTY, ASSOCIATE PUBLISHER, INCISIVE MEDIA DARREN SHARP, AD OPERATIONS MANAGER, INCISIVE MEDIA0 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Engagement, effectiveness and measurement Engagement, positioning, measurement The value premium publishers can offer The perfect storm! Prominence…interaction…targeting…positioning Our responsibility to our advertisers and our readers Value of interaction Looking to the future, the need to understand and match campaign KPIs CTR and its legacy What price “effectiveness”?1 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Impact and engagement with “Rising Stars” We advocate a model which focuses on prominence, share of voice and scope- what can be done within the unit- the amount of interactivity which can be incorporated. Interaction and engagement are to the fore with the new IAB portfolio. Creative can form a narrative… space, functionality, range of user experience IAB primary research with IPG Media Lab… Consumers interact significantly more with Rising Stars ads than with incumbent standard ad units. Users were 2.5 times more likely to interact with a Rising Stars ad unit than a standard ad unit, spent twice as much time interacting with the ad and took less time to react to the ad (two times quicker than with standard ads). Along with increased interaction, eye-tracking showed that users viewed ads longer (31% more) with Rising Stars units versus standard formats. Respondents found the Rising Stars ads to be more “enjoyable” and “engaging” when compared to regular displays ads. They were more likely to say the Rising Stars ads “improved my impression of this web site” and their opinion of the brand. 2 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Creative package3 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Rising stars  Cascading Billboard  http://theinquirer.net/inquirer/news/2034449/apple-dominated-smartphone-revenues-2010  Slider and Widget  http://www.v3.co.uk/v3-uk/analysis/2198134/quick-guide-to-apple-and-samsungs-global- patent-war  Slidecast Plus (timed viewed unit)  http://demo.klaustech.com/sites/computing/4 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Example of Rich Media Reporting  Example Reporting for Rich Media Engagement5 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Contacts  Darren Sharp  Jim McGinty  Ad Operations Manager  Associate Publisher  Incisive Media  Incisive Media  020 7316 9264  020 7316 9817  Darren.sharp@incisivemedia.com  Jim.mcginty@incisivemedia.com  http://uk.linkedin.com/in/jimmcginty6 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating