Internet Week Yahoo! Academy: Ad Format Research

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Internet Week Yahoo! Academy: Ad Format Research

  1. 1. Ad Formats: from concept to award winningChoosing the right formats for your campaign objectivesLaura ChaibiDirector of Research, EMEA
  2. 2. Welcome!INTERNET WEEK EUROPESecond year we celebrate all things DIGITAL100s of activities ALL WEEKYahoo! is a presenting partner and proud to take part,ENJOY!
  3. 3. relative acceptability
  4. 4. Ad Formats: from concept to award winning about ad testing and spotlight on video formats striking a consumer/advertiser shared learning balance
  5. 5. brandcreative ad media ad format
  6. 6. ad format mix & match: overwhelming choice super banner + LREC = tandem
  7. 7. auto initiated mouse over on click super banner + LREC overlay = tandem + floating
  8. 8. Applying SAS to ad format innovationEnd to end program 250+ formats tested 100,000 respondents• control creatives • ad format • Germany • UK• live campaign testing • ad behaviour • France • Italy• claimed and behavioural • video • Spain • MENA... coming soon!
  9. 9. The Process Online survey Scores normalised to country norms demos of control creatives Focus on two measures: ‚intrusion‛ and ‚impact‛ Feedback and evaluationTesting begins Evaluation constructed Focus on format not creative Metric mapping to work out relative ‚acceptability‛ Demonstration + interaction Further testing on debatable formats
  10. 10. intrusion low impact high impacthigh intrusion high intrusion impact low impact high impactlow intrusion low intrusion
  11. 11. animated background with floating
  12. 12. low impact high impacthigh intrusion high intrusion low impact high impactlow intrusion low intrusion
  13. 13. high intrusion high impact
  14. 14. high intrusion high impact
  15. 15. Spotlight on video
  16. 16. high intrusion VIDEO LOGIN high impactLOGIN AD
  17. 17. high intrusion Video high SOV Video ‘tag alongs’ & interstitials in-page real estate high impactVideo footers and MPU derivatives Video In page expandables
  18. 18. Maximising the use of video What’s the objective? Example metrics What to measure? Brand awareness Plays Visibility Product launch Replays Interactivity Product repositioning Expand/contract Duration Compliment TV plan Start Brand perception Acquisition Sound on Tone of voice / fit Creativity/engage Completes View thru Conversions Viral Sales Sales Clicks Reach: Unique /cumulative
  19. 19. Practice what we preach: Yahoo! house ad
  20. 20. Striking a balance
  21. 21. format(s)creative ad media ad behaviour
  22. 22. Theory to practice: the responsibility of creative
  23. 23. Low Impact High Impact (brand X) high Intrusion mail tandem mail tandem mail tandem live campaign A control ad live campaign B brand/creative fit ad format brand/creative impacted format negatively (normalised) Low Intrusion -1x (less) 2x uplift impactBase: Yahoo! user, Source: Yahoo! Research
  24. 24. Theory to practice: ad behaviorGetting the most intrusive adformat approved on Yahoo! Overlay Auto intiated Moving parts Story telling challenge
  25. 25. 5 Yahoo!ad format homepage variants ad 2000+ monadicrespondents testing
  26. 26. Control group: LREC Yahoo! house ad
  27. 27. Creative control group: LREC + mini banner
  28. 28. Take over with floatingauto initiated & mouse over
  29. 29. Take over with floating + animated background
  30. 30. Ad recall 152 144 140 * 100 112 +40% uplift for ad format + ad behaviourcontrol group LREC mouseover autoinitiated take over + animated bckgrd index 100 = control group (cg) Base: Yahoo! User / Source: Yahoo! Research * compared to control group
  31. 31. Aided recall of advertiser: McDonald’s 250 * 204 190 2.5x higher recall 100 for most intrusive ad format LRECindex (LREC= 100) mouseover autoinitiated take over + animated bckgrd Base: Yahoo! User / Source: Yahoo! Research * compared to control group
  32. 32. Browsing duration time spent +33%* in seconds (till first click) time spent with full page takeover +67%* time spent with mouse over 30 24 21 21 18 17 ??? Average control group LREC mouseover autoninitated take over + animated touch metrics bckgrdBase: Yahoo! User / Source: Yahoo! Research * compared to control group
  33. 33. Theory to practice: most intrusive ad acceptable appeal of Yahoo! homepage in % (Top 2 Box on 5-Point scale) 92% 87% 85% 86% 88% most intrusive ad in theory has highest likeability in control group LREC mouseover autoninitated take over + animated bckgrd practice very good goodBase: Yahoo! User / Source: Yahoo! Research
  34. 34. Shared learning
  35. 35. Sliding room: first new approved format SLIDING ROOM
  36. 36. The first live slideshow in action...
  37. 37. Extending the TV relationship online
  38. 38. From concept to award winning SLIDING ROOM
  39. 39. Condoms to beer! Case studies on Yahoo!
  40. 40. high intrusionlow impact / high intrusion high impact / high intrusion! brand & ad intent matters! ! effective with right brand / creative! cap ad / limit ad format wear out ! relevant: campaign obj. & audience! use floating elements with care  these formats get message across best for entertainment / homepage  burst message, time bound offer, product launch, awareness, reach more acceptable: youth high impactlow impact / low intrusion high impact / low intrusion least disruptive  best win – win quadrant suits editorial info (news/sports)  suits most brands drip feed campaign / sponsorship  compliment consumer journey more acceptable: older consumer  format accepted as part of page! Use for branding ! format desensitisation: over time

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