Bjorn Kaspring - IAB Germania - On-screen advertising has an implicit effect

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"On-screen advertising has an implicit effect" prezentare sustinuta de Bjorn Kaspring - Senior Division Manager IAB Germany (BVDW/OVK)

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Bjorn Kaspring - IAB Germania - On-screen advertising has an implicit effect

  1. 1. On-screen advertising has an implicit effect!Explicit and implicit advertising effect in a joint investigation by Germanys largestmarketing companiesPresenting the resultsBjörn Kaspring
  2. 2. What kind of implicit effect does on-screen advertising have? Nowadays, the explicit performance of on-screen advertising has been clearly proven and forms a standard component of every media plan. However, it has so far remained unclear what type of additional implicit value on-screen advertising may have for branding. For this purpose, implicit effect parameters generated by advertising contact – such as brand image and online behaviour – are the main focus of the study. This study is the first to clearly prove the implicit added value of on-screen advertising across a range of marketing companies and a number of campaigns in different sectors.Page 2 | 19.10.2011 | Implicit effect of on-screen advertising
  3. 3. Campaigns + websites The selection covers a wide range of sectors and brands. The results of the study are therefore independent of specific campaigns and sectors. Previous campaigns were selected to ensure that the effects were created only by the Automotive sector advertising delivery during the experiment. These campaigns were tested in Electrical skyscraper, super banner and entertainment medium rectangle standard appliances formats. Advertising was replaced on 24 portals. According to AGOF, FMCG these sites are amongst Germanys most far-reaching websites and represent various online activities. TradePage 3 | 19.10.2011 | Implicit effect of on-screen advertising
  4. 4. Design of the study Replacing advertising: over a period of four weeks, an average of eight advertising contacts were established online (four contacts in the lab) with N=1000 Internet users (representative of general Internet). Parameters: in addition to classic survey data, online behaviour, the implicit brand image (i² BRANDREACT) and eye movement were recorded. Implementation: the biotic campaign simulation using the i² server and a natural usage situation guarantee the highest possible level of validity in recording the advertising effect of on-screen advertising. Automotive sector Electronic entertainment FMCG Trade appliances N (lab) N (online) Test group 1 Contact - - KG Contact - - KG 30 250 Test group 2 Contact KG - - Contact KG - 30 250 Test group 3 - KG Contact - - KG Contact - 30 250 Test group 4 KG - - Contact KG - - Contact 30 250 N total N=120 N=1000Page 4 | 19.10.2011 | Implicit effect of on-screen advertising
  5. 5. Campaign delivery The i² server removes any advertising on the defined fields User and replaces it with the behaviour advertising to be tested. x Each replacement is logged to relate the contact frequency i² server Internet with the advertising and the advertising effect in the analysis. Tracking Simulation Survey The user behaviour is also recorded using the i² server and Data evaluation eye square. Time spent and frequency of website visits, clicks on websitestransitions between websitesPage 5 | 19.10.2011 | Implicit effect of on-screen advertising
  6. 6. Overview of results Implicit added value of on-screen advertising clearly provenOnline behaviour • As the most important implicit parameter of the advertising effect of on-screen advertising, online behaviour shows a strong and robust influence on all Internet users involved. • In contrast to the explicit effects, brand-specific online activity increases as the distance from the advertising contact grows. This shows the most significant implicit added value of on-screen advertising. Implicit brand image • The implicit brand image is also considerably improved across all sectors and campaigns. • In the process, on-screen advertising is able to influence the brand image more positively across all sectors and creations when performed implicitly, rather than explicitly.Page 6 | 19.10.2011 | Implicit effect of on-screen advertising
  7. 7. On-screen advertising has a positive effect on online behaviour Over the course of four weeks, contact with on-screen advertising leads to higher usage of brand domains. It becomes evident that response values, such as the click-through rate (measures real-time reactions by the Internet users), heavily underestimate the long-term effects of on-screen advertising: • as a result, users are obviously less inclined to immediately and explicitly change their behaviour upon coming into contact with on-screen advertising. • In the long term, contact with on-screen advertising triggers an activation potential on an implicit level that can even be triggered several weeks later. If – for example – the user is browsing the Internet and has a target that matches the brands content. Searching for a new product on the Internet, users behaviour is influenced by any on-screen advertising they may have seen – even if that was weeks ago.Page 7 | 19.10.2011 | Implicit effect of on-screen advertising
  8. 8. Long-term implicit effect of on-screen advertising on onlinebehaviour In particular if several advertising contacts take place at the start of the tracking period, a considerable increase of the number of users with contact to the domains of the advertised brands becomes evident. This shows a strong long-term implicit effect of on-screen advertising. Number of users with domain contact (in %)10% Period between the most advertising contacts and the survey Treatment Control5%50% + 42.4% + 46.0% positives Δ in % + 15.4%0% Hauptwerbekontakt eine Woche vor Hauptwerbekontakt gleichmäßig Hauptwerbekontakt vier Wochen vor Befragung verteilt BefragungPage 8 | 19.10.2011 | Implicit effect of on-screen advertising
  9. 9. Explicit advertising effect is at its strongest in the short termand implicit indicators show long-term effects While the awareness score shows the strongest effects after recent advertising contact, on-screen advertising has an implicit effect even in the longer term. On-screen advertising is able to sustainably increase brand-specific online activity of Internet users and the influence peaks if the main advertising contact is at the beginning of the four weeks. Advertising effect between treatment and reference group (Δ in %) + 46.0% + 42.4% Explizite Wirkung (Awareness) Implizite Wirkung (Verhalten) + 14.9% + 15.4% Period between the most advertising + 4.6% + 1.1% + 0.6% contacts and the surveyHauptwerbekontakt direkt Hauptwerbekontakt eine Hauptwerbekontakt Hauptwerbekontakt vier vor Befragung Woche vor Befragung gleichmäßig verteilt Wochen vor BefragungPage 9 | 19.10.2011 | Implicit effect of on-screen advertising
  10. 10. Considerable implicit added value of on-screen advertising The explicit brand awareness that on-screen advertising is able to create and that can actively be recalled by users decreases over time, as expected. The implicit impression that on-screen advertising creates can be demonstrated over a more prolonged period of time. Its chance of influencing active decisions in users behaviour increases with time. The implicit added value of display advertising increases as the distance from the advertising contact grows. Advertising effect recordings aimed purely at short-term reactions, such as an explicit analysis of awareness or the evaluation of CTRs, therefore underestimate the influence of on-screen advertising. Advertising implizit effect explizit Distance from contact with advertisingPage 10 | 19.10.2011 | Implicit effect of on-screen advertising
  11. 11. Implicit brand image using i² BRANDREACT Apart from explicit agreement about whether certain characteristics match a brand or not, the reaction time for the response is also recorded. The reaction time provides direct information about the association strength between the characteristic feature and the brand: • Terms that were assigned quickly represent a clear and emotionally strong characteristic feature of the brand. • Terms that were assigned slowly, on the other hand, put customers in a cognitive cognitive situation. They are able to assign the attribute only after quickly thinking about it. BRANDREACT provides the implicit brand image using the combination of consent and reaction time. In the process, the brand image is shown as a combination of balance/stimulance/potency. This combination is oriented towards basic human values (limbic types).Page 11 | 19.10.2011 | Implicit effect of on-screen advertising
  12. 12. Positive implicit effect on the brand image In the process, categories such as "Security" and "Joy" have particularly strong implicit effects. Sicherheit The implicit brand image can also be improved in categories such as "Curiosity", "Adventure" Sicherheit STIMULANCE Freude Disziplin and "Power". In contrast to the previous assumption that the Freude Disziplin Internet as a medium can only address dimensions such as "Potency" and Neugier Macht "Stimulance", the study also shows an increase in the "Security" aspect. Corresponding Neugier Macht Abenteuer campaign content can prevail at the level of the implicit brand image. Abenteuer Basis: more than one contact in the last week prior to the survey. mit Werbekontakt ohne Werbekontakt The circle represents the three dimensions "Balance", "Dominance" and "Stimulance". Two categories are assigned to each dimension. A specific weighting between the dimensions results from agreeing or disagreeing to adjectives describing the categories. The stronger the characteristics of the categories are taken into account, the more the line connecting the categories moves away from the centre.Page 12 | 19.10.2011 | Implicit effect of on-screen advertising
  13. 13. Considerable implicit added value for the brand image In contrast to smaller, explicit effects, it is possible to prove a very considerable added value of implicit on-screen advertising. The implicit added value on an image level can be proven consistently. In the short and the long term, on-screen advertising can influence the brand image more positively in an implicit fashion than an explicit one. i² BrandREACT brand image score (overall) Gestützte Markenerinnerung (in %) 0.99 0.97 1 97% 100% 100% 0.80 0.76 80% 0.68 0.61 0.63 60% 0.58 0.44 0.47 40% 0.36 20% 0.26 0% gesamt 0 Sicherheit Disziplin Macht Abenteuer Neugier Freude ohne Werbekontakt mit Werbekontakt Basis: more than one contact in the last week prior to the survey.Page 13 | 19.10.2011 | Implicit effect of on-screen advertising
  14. 14. Learnings On-screen advertising has an effect, even without clicking. • On-screen advertising shows a solid implicit advertising effect, regardless of response rates that are perhaps not particularly strong. • In particular, on-screen advertising ensures an implicit improvement of brand performance and increases brand-specific Internet behaviour, which can not be ideally represented using indicators such as CTR and classic surveys. On-screen advertising demonstrates a considerable implicit added value. • While explicit influences such as awareness are less prominent the greater the distance from the advertising contact, implicit parameters such as online behaviour can prove the considerable long-term effects of on-screen advertising. On-screen advertising creates positive implicit brand values. • The brand image also demonstrates a considerable implicit added value. While the brand image can hardly be influenced explicitly, there is a considerably more positive effect after advertising contact on an implicit level for the brands involved.Page 14 | 19.10.2011 | Implicit effect of on-screen advertising
  15. 15. Thank you for your attention.BVDW e.V.Berliner Allee 57D-40212 DüsseldorfFon +49 211 600456 - 0Fax +49 211 600456 - 33info@bvdw.orgwww.bvdw.org© 2010 | Bundesverband Digitale Wirtschaft (BVDW) e.V.

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