Is Bigger Really Better?
Is Bigger Really Better?
Measuring the impact of ad size in homepage advertising



Jessica Ong
J...
Our data provides marketers with the most signal 
When it comes to online panels, size matters!



                       ...
A tale of two homepage ads
 – Single day homepage takeover campaigns on the same day (April 24, 2009)
   Single day homepa...
Larger ad had 30% higher visitation rate to Kohls.com




      Ad Viewthrough Rate
      (Visit to Kohl’s site after ad e...
Smaller ad resulted in more time spent on Kohls.com
     – Lift in time spent on Kohls.com was also higher for 300x250 com...
Large ad unit had a higher lift in shopping cart activity


    Viewthrough Shopping Cart Activity                        ...
Both ads saw strong lifts in same day brand search
        – However, smaller ad had a higher lift in search activity
    ...
Females and consumers with higher income were more 
   responsive to both ad formats


  Demographic Variance for Exposed ...
Larger ad resulted in more site visits but smaller ad 
  yielded more lower funnel activity
      Visit Kohl’s site   1.5%...
Summary

 – Measure beyond direct funnel activity
    – Advertisers must look beyond a single metric such as conversion to...
Visit www.compete.com/adimpact or email
adimpact@compete.com for more information




                              Jessic...
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Kohls Case Study (May 2009)

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Kohls Case Study (May 2009)

  1. 1. Is Bigger Really Better? Is Bigger Really Better? Measuring the impact of ad size in homepage advertising Jessica Ong J i O Director, Compete jong@compete.com
  2. 2. Our data provides marketers with the most signal  When it comes to online panels, size matters! What’s in the torso & tail? (a lot of stuff that’s really important) Microsites Visitors Micro‐segments Search phrases Site Traffic (Unique V Conversion rates Product & category interest Number of websites measured 2
  3. 3. A tale of two homepage ads – Single day homepage takeover campaigns on the same day (April 24, 2009) Single day homepage takeover campaigns on the same day (April 24, 2009) – Observed clickstream data for exposed consumers compared to control group Kohl’s ad on AOL Homepage p g Kohl’s ad on MSN Homepage p g 300x600 300x250 Below the fold 3
  4. 4. Larger ad had 30% higher visitation rate to Kohls.com Ad Viewthrough Rate (Visit to Kohl’s site after ad exposure) 5.0% +6% 4.0% 3.0% 300x600 2.0% +26% 300x250 +31% 1.0% 0.0% Same session visit to  Same day visit to  Same week visit to  kohls.com kohls.com kohls.com 4
  5. 5. Smaller ad resulted in more time spent on Kohls.com – Lift in time spent on Kohls.com was also higher for 300x250 compared to the Lift in time spent on Kohls.com was also higher for 300x250 compared to the  larger ad Time Spent per User on Kohls.com (minutes) p p ( ) Lift in Time Spent p (Time spent on site same day as exposure) (Time spent by exposed group compared to control) 8.9 23% +20% 7.5 3% 300x600 300x250 300x600 300x250 5
  6. 6. Large ad unit had a higher lift in shopping cart activity Viewthrough Shopping Cart Activity Lift in Shopping Cart Activity (% of viewthrough visitors who interacted with shopping cart) (Shopping cart activity for exposed group compared to control) 8.3% 93% +26% 6.6% 55% 300x600 300x250 300x600 300x250 6
  7. 7. Both ads saw strong lifts in same day brand search – However, smaller ad had a higher lift in search activity However, smaller ad had a higher lift in search activity Exposed Brand Search Activity Lift in Brand Searchers (% of exposed visitors who searched for Kohl s on search engine) (% of exposed visitors who searched for Kohl’s on search engine) (Brand search activity for exposed compared to control) (Brand search activity for exposed compared to control) 138% 0.14% 0.14% 101% 300x600 300x250 300x600 300x250 kohls 7
  8. 8. Females and consumers with higher income were more  responsive to both ad formats Demographic Variance for Exposed Consumers who Interacted with Kohl’s Brand  g p p Compared to Non‐responsive Exposed Consumers Age Income Gender 65+ $100K+ 55‐64 Female 45‐54 $60‐100K 35‐44 35 44 $30‐60K Male 25‐34 <$30K < 24 ‐20% ‐10% 0% 10% 20% ‐5% 0% 5% 10% ‐10% ‐5% 0% 5% 10% 300x250 300x600 300x250 300x600 300x250 300x600 8
  9. 9. Larger ad resulted in more site visits but smaller ad  yielded more lower funnel activity Visit Kohl’s site 1.5% 194% lift 138% lift 1.2% Time on Kohls.com 7.5min 3% lift 23% lift 8.9min Shopping cart activity Sh i t ti it 6.6% 6 6% 93% lift 55% lift 8.3% 8 3% Brand search 0.14% 101% lift 138% lift 0.14% 9
  10. 10. Summary – Measure beyond direct funnel activity – Advertisers must look beyond a single metric such as conversion to see  the full effect of advertising campaigns th f ll ff t f d ti i i – There is value in lift measurements – Lift metrics suggest that ads with lower conversion can still have  substantial value in terms of changing consumer behavior 10
  11. 11. Visit www.compete.com/adimpact or email adimpact@compete.com for more information Jessica Ong Director, Compete jong@compete.com 11

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