Background and Methodology• Three new online display formats •   Billboard* (970 x 250) •   Wall Paper* (custom) •   Half ...
Background and Methodology• Performance of formats across five key brandmetrics •   Aided Brand Awareness •   Online Ad Aw...
Average uplifts of exposed (vs control)       groupsExposed Group                                                         ...
Formats analysed       Billboard                                        Banner                                     Skyscra...
iabuk.net/contact                    Billboard                           27 July 2012
iabuk.net/contact
Half Pageiabuk.net/contact    27 July 2012
Wall Paperiabuk.net/contact   27 July 2012
iabuk.net/contact                    Results                          27 July 2012
Wallpaper shows the greatest uplift in                                          Brand AwarenessUplift amongst those expose...
Billboard dramatically out performs all                                         formats for Ad AwarenessUplift amongst tho...
Wallpaper offers greatest uplifts in                                             Message AssociationUplift amongst those e...
Billboard most positive in driving Brand                                           FavourabilityUplift amongst those expos...
Skyscraper (followed by Wallpaper) best                                           for Purchase IntentUplift amongst those ...
The best performing formats Brand metric          Best         Uplift of    Next best   Average uplift of                 ...
Summary• Global analysis of 940 campaigns• New larger display formats out-perform existingformats across four key brand me...
Recommendations• Larger formats perform particularly well at the start of thepurchase funnel – campaigns should be planned...
Thankstim@iabuk.net
Building Brands Online Size Matters
Building Brands Online Size Matters
Building Brands Online Size Matters
Building Brands Online Size Matters
Building Brands Online Size Matters
Building Brands Online Size Matters
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Building Brands Online Size Matters

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Building Brands Online Size Matters

  1. 1. Background and Methodology• Three new online display formats • Billboard* (970 x 250) • Wall Paper* (custom) • Half page (300 x 600)• Three established online display formats • MPU (300 x 250) • Banner (728 x 90) • Skyscraper (160 x 600)• Retrospective analysis of global campaigns in 2010 &2011 using Dynamic Logic MarketNorms® data * Exposure to these formats not always mutually exclusive due to sample sizes
  2. 2. Background and Methodology• Performance of formats across five key brandmetrics • Aided Brand Awareness • Online Ad Awareness Sales Funnel • Message Association • Brand Favourability • Purchase Intent• Based on • 910,762 respondents from 15 countries including UK, USA, Europe, South America and Australasia • 940 campaigns measured • 18,724 unique combinations of creative and website use
  3. 3. Average uplifts of exposed (vs control) groupsExposed Group Percentage Points uplift between Did they see the advertising campaign? Control & Exposed Groups + 10% YES Both 35% groups 30% 25% complete 20% 15% survey 10% 5% about 0%Control Group attitudes to brand and advertising NO campaign
  4. 4. Formats analysed Billboard Banner Skyscraper MPU Wall Paper Half Page
  5. 5. iabuk.net/contact Billboard 27 July 2012
  6. 6. iabuk.net/contact
  7. 7. Half Pageiabuk.net/contact 27 July 2012
  8. 8. Wall Paperiabuk.net/contact 27 July 2012
  9. 9. iabuk.net/contact Results 27 July 2012
  10. 10. Wallpaper shows the greatest uplift in Brand AwarenessUplift amongst those exposed to… 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Aided Brand Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Q: Have you heard of the following brand? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
  11. 11. Billboard dramatically out performs all formats for Ad AwarenessUplift amongst those exposed to… 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Online Ad Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Q: Have you seen the following brand advertised online in the past 30 days? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
  12. 12. Wallpaper offers greatest uplifts in Message AssociationUplift amongst those exposed to… 6% 5% 4% 3% 2% 1% 0% Message Association Wallpaper Half Page MPU Skyscraper Banner Q: Which of the following brands, if any, uses the following message in its advertising? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
  13. 13. Billboard most positive in driving Brand FavourabilityUplift amongst those exposed to… 3% 3% 2% 2% 1% 1% 0% -1% -1% -2% -2% Brand Favorability Billboard Wallpaper Half Page MPU Skyscraper Banner Q: How would you describe your overall opinion of the following brand? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
  14. 14. Skyscraper (followed by Wallpaper) best for Purchase IntentUplift amongst those exposed to… 2.0% 1.5% 1.0% 0.5% 0.0% -0.5% -1.0% -1.5% -2.0% Purchase Intent Wallpaper Half Page MPU Skyscraper Banner Q: How likely are you to purchase the following brand? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
  15. 15. The best performing formats Brand metric Best Uplift of Next best Average uplift of performing best performing traditional format format format formatsAided Brand Awareness Wallpaper 2.1% 1.6% 1.1%Online Ad Awareness Billboard 16.6% 5.2% 1.8%Message Association Wallpaper 5.2% 1.0% 0.7%Brand Favorability Billboard 2.5% 1.3% 0.7%Purchase Intent Skyscraper 1.4% 1.1% 0.7%
  16. 16. Summary• Global analysis of 940 campaigns• New larger display formats out-perform existingformats across four key brand metrics• Billboards offer three times better Ad Awareness levelsand double the level of Brand Favourability uplift thannext best performing format• Wallpaper offers five times the level of MessageAssociation than the next best format and the highestlevels of Brand Awareness
  17. 17. Recommendations• Larger formats perform particularly well at the start of thepurchase funnel – campaigns should be planned accordingly• Creative needs to be considered carefully when usingwallpaper and home page take over ads as these can have apolarising effect on users• When driving awareness (e.g. for new brands) new largerformats can play an invaluable role
  18. 18. Thankstim@iabuk.net

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