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The Power of “Real-Time” by Gilad Coppersmith at ICEEFEST 2013
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The Power of “Real-Time” by Gilad Coppersmith at ICEEFEST 2013

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  • Use different metric than Aided Recall – perhaps Favorability – but no control – look into more.
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    • 1. © 2013 IPG Media Lab • Proprietary & Confidential The Power of “Real-Time” A Media Trial by the IPG Media Lab
    • 2. © 2013 IPG Media Lab • Proprietary & Confidential> IPG MEDIA LAB /
    • 3. © 2013 IPG Media Lab • Proprietary & Confidential Mission / +  Supporting growth of IPG agencies and our clients by partnering to deploy innovation into the market
    • 4. © 2013 IPG Media Lab • Proprietary & Confidential Time Spent with Media is Growing Rapidly 4
    • 5. © 2013 IPG Media Lab • Proprietary & Confidential Consumers are Fully Mediated 5
    • 6. © 2013 IPG Media Lab • Proprietary & Confidential And Have High Expectations from Us 6
    • 7. © 2013 IPG Media Lab • Proprietary & Confidential Real Time Has Become Sexy Because of this 8
    • 8. © 2013 IPG Media Lab • Proprietary & Confidential 9
    • 9. © 2013 IPG Media Lab • Proprietary & Confidential But Real Time Marketing isn’t That Easy 10
    • 10. © 2013 IPG Media Lab • Proprietary & Confidential “In order to be truly beneficial for the brand, real-time marketing must align short-term, fleeting attention on the stories of the day with the long-term brand narrative” 11Source: http://www.edelmandigital.com/2013/04/22/real-time-marketing-is-driving-the-long-term-brand-narrative
    • 11. © 2013 IPG Media Lab • Proprietary & Confidential It Takes Serious Organization 12
    • 12. © 2013 IPG Media Lab • Proprietary & Confidential The Reality is, That Just Isn’t Going to Happen For Most Clients in the World 13
    • 13. © 2013 IPG Media Lab • Proprietary & Confidential 15
    • 14. © 2013 IPG Media Lab • Proprietary & Confidential We Know Large Ads With Rich Functionality Outperform Smaller, Less Functional Ads 16 300 x 250 v Δ=345 % 300 x 600 vv Portrait Benchmark include Q1-Q4 2010 Rich Media
    • 15. © 2013 IPG Media Lab • Proprietary & Confidential Larger Interactive Ads Impact Purchase Funnel IAB Portrait generates higher ad effectiveness response at every level of the purchase funnel. IAB PORTRAIT AD * TOP TWO BOX ** TOP BOX Online awareness 42% 54% +25% Ad believability* 68% 75% +19% +16% Brand interaction* 41% 49% +18% Visit site/Become FB fan* 24% 34% +43% Recommend to family/friends* 26% 35% +33% Purchase intent** 16% 21% +33% Competitive Ads include 300x250 and 300x600 COMPETITIVE ADS 17
    • 16. © 2013 IPG Media Lab • Proprietary & Confidential As An Extension Of This, We Believe That “Real-Time” Content Lifts Performance As Well 18
    • 17. © 2013 IPG Media Lab • Proprietary & Confidential IPG Media Lab Tested Two Hypotheses 19 Ads that leverage “real–time” content perform better than those that do not Different types of ad functionality work better on different devices
    • 18. © 2013 IPG Media Lab • Proprietary & Confidential Research Overview 20 • IPG Lab conducted two virtual lab tests across three industries (Finance, CPG, and Auto) What? • Adults, 18+ who visit auto, finance, or parenting websites (real-time test n=1,539; cross-screen test n=1,813) Who? • Representative online panelWhere? • February 22nd – March 14th 2013When?
    • 19. © 2013 IPG Media Lab • Proprietary & Confidential Participant Experience For “Real-Time Ads” Test Recruit 1,539 participants from online panel Survey for screeners; direct participants to content based on media consumption habits Final survey: ad recall, purchase intent, etc. 21 Standard Ad Ad With Image Gallery & CTA Ad With Real- Time Content Ad With Image Gallery & Video Participants asked to view a Finance, Parents, or Auto webpage with contextually relevant ad; Ad interactions tracked via Pictela Real-Time Test
    • 20. © 2013 IPG Media Lab • Proprietary & Confidential Various Forms Of Real-Time Content Tested 22 Finance Stock Info & News CPG Facebook Posts Automotive Local Weather Forecast Real-Time Test
    • 21. © 2013 IPG Media Lab • Proprietary & Confidential Participant Experience For “Cross-Screen” Test Recruit 1,813 participants from representative online panel Survey about consumption habits; directed to test groups based on consumption behaviors 23 Image Gallery (33%) Video Player (33%) Facebook Feed (33%) Image Gallery (33%) Video Player (33%) Facebook Feed (33%) Image Gallery (33%) Video Player (33%) Facebook Feed (33%) Participants on each device asked to view a webpage, which includes a test ad Final survey; ad recall, brand perceptions, etc. Cross-Screen Test
    • 22. © 2013 IPG Media Lab • Proprietary & Confidential Three Pictela Functionalities Tested 24 Image Gallery Video Player Facebook Feed Cross-Screen Test
    • 23. © 2013 IPG Media Lab • Proprietary & Confidential Each Functionality Tested Across Each Device 25 Tablet Smartphone PC Cross-Screen Test
    • 24. © 2013 IPG Media Lab • Proprietary & Confidential Consumers 2X As Likely To Interact With Intent When Content Is Real-Time 26 Interactions With Intent (%) 12% 12% 24% 27% Total Audience In-Market Audience Non Real-Time Real-Time Ad In Market: Non Real-Time Ads n =185; Real-Time Ads n=89 Total Audience: Non Real-Time Ads n =587; Real-Time Ads n=288 Interactions With Intent: % of viewers who actively and intently engage by: 1) Rolling over ad for min of 0.5 seconds 2) AND conducting a min. of one positive action (e.g. expand, click-through, play video, etc.) Real-Time Test
    • 25. © 2013 IPG Media Lab • Proprietary & Confidential Real-Time Content Also Drives Higher Number of Meaningful Interactions 27 Average # of Interactions With Intent 2.6 2.5 3.1 3.2 Total Audience In-Market Audience Non Real-Time Real-Time Ad In Market: Non Real-Time Ads n =185; Real-Time Ads n=89 Total Audience: Non Real-Time Ads n =587; Real-Time Ads n=288 # of Interactions With Intent: Of those who interact, the number of times: 1) Roll over ad for min of 0.5 seconds 2) AND conduct a min. of one positive action (e.g. expand, click-through, play video, etc.) Real-Time Test
    • 26. © 2013 IPG Media Lab • Proprietary & Confidential Strong Branding/Images In Real-Time Content Needed To Keep Awareness High 28 45% 65% 34% 57% Unaided Ad Recall Aided Ad Recall Non Real-Time Ads Real-Time Ads Ad Recall Among Those In-Market In Market: Non Real Time Ads n=297; Real-Time Ads n=95 Select Brand Non Real-Time n=307; Real-Time n=102 Real-Time Test 35% 50% 36% 55% Unaided Ad Recall Aided Ad Recall Non Real-Time Ads Real-Time Ads =Statistically significant difference between Non Real-Time & Real-Time Ads at 90% confidence Ad Recall Among Ads With Strong Branding in RSS Feed
    • 27. © 2013 IPG Media Lab • Proprietary & Confidential Incorporating Real-Time Content Into Ads Drives Favorability & Intent 29 60% 58% 68% 69% Brand Favorability Purchse Intent Non Real-Time Ads Real-Time Ads Non Real-Time Ads n =297; Real-Time Ads n=95 Persuasion Metrics Among Those In-Market Real-Time Test
    • 28. © 2013 IPG Media Lab • Proprietary & Confidential Phone: Feature Facebook Feed Tablet: Feature Video Player PC: Feature Image Gallery 30 Facebook Video Images Unaided Recall 40% 38% 39% Aided Recall 65% 61% 63% Ad Attributes 61% 54% 57% Brand Favorability TB 28% 25% 28% Purchase Intent TB 15% 22% 17% Facebook Video Images 62% 64% 62% 74% 79% 77% 60% 64% 64% 27% 26% 21% 16% 18% 12% Facebook Video Images 48% 52% 45% 71% 71% 72% 58% 63% 64% 28% 24% 29% 16% 14% 17% Widgets Test
    • 29. © 2013 IPG Media Lab • Proprietary & Confidential IMPLICATIONS 31 • Advertisers should incorporate relevant “real-time” content in ads to engage consumers and drive hard-to-move metrics • Get creative with ways keep branding and images in “real- time” content to keep consumer attention high • Make sure to optimize across screens by including functionality that is native to the device

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