The Business Case for Rich Media: Investigating Ad Effectiveness


Published on

This webinar will explore display ad effectiveness and provide conclusive research into the value of more engaging rich media advertising. New research from PointRoll and Compete confirms that consumers exposed to expandable rich media ads are significantly more likely to take action across the entire purchase funnel. Together we'll look at the findings from this exclusive study and how to put this research to work for your digital strategies.

During this session, participants will:

Review display advertising – standard ads, flash ads and expandable rich media including cutting edge creative
Explore the results of a comprehensive study on ad effectiveness
Learn how expandable ads drive interest, consideration and conversion
Understand how to leverage expandable ads in every campaign to push consumers down the purchase funnel
Join Holly Mason, Senior Associate Online Media and Search at Compete, and Max Mead, PointRoll VP of Business Development and Analytics, or this deep dive into the business of rich media.

For more information, contact your sales representative or

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Lisa
  • Max
  • With the flexibility of rich creative- advertisers can create compelling campaigns that make an impression on users.
  • We have always been able to track what happens in your ad. PointRoll can track over 150 different metrics for rich campaigns that we serve. We teamed up with compete (and other research partners?) to see what is happening at all points in the purchase funnel– how is consumers behavior changing as a result of seeing an ad.
  • Holly
  • Holly
  • Holly
  • Holly
  • Holly
  • Holly
  • Holly
  • Holly
  • That’s a heck of a lot of data – so what does it all mean?
  • Conversation between Max and Holly – What do you think from your experience? What do YOU think from YOUR experience?Add best practice/ conceptsAll of the different ways an ad campaign influences user behav across the web– needs consistency Power of display ads in general. Use third party tools to be informed– more informed than brand studies.
  • The Business Case for Rich Media: Investigating Ad Effectiveness

    1. 1. Driving Performance: New Insights into Display Ad Effectiveness<br />
    2. 2. SPOILER ALERT!!!<br />
    3. 3. Rich Media Outperforms at All Points in the Funnel<br />Branding<br /><ul><li>6 out of every 100 people exposed to rich media engage with the ad unit and for over 14 seconds, versus <.1% who click through on Flash ads
    4. 4. 102% lift in brand awareness, 135% lift in online ad awareness
    5. 5. 127% lift in message association, 55% lift in brand favorability
    6. 6. 88% lift in purchase intent</li></ul>Awareness<br />Searches & Third Party Site/ Research <br />Interest <br /><ul><li>39% lift in brand searches vs. non-expandables and 24% lift in category search
    7. 7. 49% lift in visits to in-market sites and 37% lift in visits to competitor sites</li></ul>Driving Site Traffic<br /><ul><li>64% lift in view-through
    8. 8. 149% site event lift for rich media vs. standard ads
    9. 9. 43% lift in driving key performance indicators</li></ul>Consideration<br />Driving Conversion & Sales<br />Intent<br /><ul><li>Incremental 17% sales lift among exposed households compared with a 5% non-expandable Flash lift, despite 75% higher avg frequency of Flash
    10. 10. Digital display drove 9% increase in dollar sales to the advertiser, leading to an incremental $11 million in sales; a 10x return on a media investment of $1.1 million.</li></ul>PURCHASE<br />Source: 2009 and 2010 PointRoll data (Site Events), and Third Party Dynamic Logic, Compete and Nielsen research study data based on PointRoll campaigns. <br />
    11. 11. Click on image in slide show mode to view demo<br />What is Rich Media Display Advertising?<br />
    12. 12. Creative is Key for Driving Sales<br />
    13. 13. Metrics<br />More than 150 metrics are available within the PointRoll system, AdPortal to measure the success of each campaign. Metrics include: <br />• Site Events<br />• Site Event Revenue<br />• Site Event Time Lag<br />• Campaign Properties<br />• Placement Properties<br />• Creative Properties<br />• Impression Cost<br /><ul><li>Impressions</li></ul>• Clicks<br />• Interactions<br />• Panels<br />• Activities<br />• Video<br />• Reach & Frequency<br />• Click Costs<br />• Interaction Costs<br />• Panel Costs<br />• Activity Costs<br />• Video Costs<br />• Site Event Costs<br />
    14. 14. Understand Your Audience<br />Find Your Audience<br />Serve the Right Creative (Engage your Audience)<br />Primary Dashboard Integration<br />
    15. 15. Key Findings of Compete/PointRoll Analysis<br />
    16. 16. Study Overview<br />All analyses performed by Compete based on its panel and established methodologies; notably , the Compete panel is click-stream vs. cookie based, enabling broad measurement of activities across much longer time spans <br />Three campaigns selected, one each from Automotive, CPG, and Financial Services verticals spanning 2009-2010<br />Selections were based on campaign size and representation of expandables vs. non-expandables<br />Time Span Measured- campaign period plus one week<br />
    17. 17. Definitions<br />Individuals’ Behavior on the Following Activities:<br />View Through - Visit to the marketer's site during the time frame measured <br />Third Party Research Site Visitation - In-market, research sites or social sites<br />Competitor Site Visitation – Visits to primary competitors’ websites<br />Key Performance Indicator (“KPI”) - Visit to area(s) of the marketer's site considered lower funnel <br />Brand Search - Searches containing brand name <br />Category Search - Searches for general terms associated with the category or service <br />
    18. 18. Key Findings of Compete/PointRoll Analysis<br /><ul><li>View-through reporting: Expandables outperformed non-expandables by an average of 64% and by as much as 108%.
    19. 19. Driving key purchase indicators (KPIs): Expandables outperformed non-expandable by an average 43% and by as much as 115%.
    20. 20. Driving brand search: Expandables outperformed non-expandables by an average of 39% and by as much as 155%.
    21. 21. Category Search: Expandables outperformed non-expandables by an average of  24% and as much as 143%
    22. 22. Driving third party research site visitation: Expandables outperformed non-expandables by an average of 49% and by as much as 180%.
    23. 23. Competitor Site Visitation: Expandables outperformed non-expandables by an average of 37% and as much as 90%</li></li></ul><li>Interest: Compete/PointRoll - Brand SearchUsers entering branded search term who also viewed a display ad<br />
    24. 24. Interest: Compete/PointRoll - Category SearchUsers entering category search terms who also viewed a display ad<br />
    25. 25. Interest: Compete/PointRoll Third Party Sites Visits to in-market, research, and social sites<br />
    26. 26. Interest: Compete/PointRoll - Competitor Site VisitsVisitors to brand’s competitors’ sites<br />
    27. 27. Consideration: Compete/PointRoll - View Through Site VisitsUsers exposed to an ad that later visited the brand’s site(s) <br />
    28. 28. Conversion: Compete/PointRoll – KPIsUsers taking actions on brand’s site tied to intent and purchase<br />
    29. 29. Key Findings of PointRoll Site Events Study<br />Study Overview:<br /><ul><li>Conducted by PointRoll to compare performance of PointRoll Rich Media vs. Non Rich Media in driving Site Event activity
    30. 30. Included all campaigns containing Site Event tracking from January 2008- July 2010 across 1,029 campaigns
    31. 31. Included 86.2B impressions (57.8B Rich Media and 28.4B Non-Rich Media)</li></ul>Findings: <br />View Through Lift: 103%<br />Click Through Lift: 193%<br />Event Through Lift: 149%<br />Select Vertical Event Through Results: <br />
    32. 32. Interpreting the Results<br />
    33. 33.
    34. 34. You Are Missing Out. Big.<br />Use integrated messaging and creative across campaigns<br />Align display with search<br />Creative matters<br />Expandable ads perform across the purchase funnel<br />Rich media increases ROI<br />Measure your campaigns’ performance holistically<br />Take advantage of measurement tools<br />
    35. 35. Questions?<br />
    36. 36. Thank You!<br /><br /><br /><br />@pointroll<br /><br />