Different Because1. Rich Media & Interaction2. Lower Production Costs3. Real Time Results4. Quick & Easy to Change5. Continuous Improvement
Standardization – The iab Interactive Advertising Bureau www.iab.net“The IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.”
Goals of the iabFend off adverse legislation and regulationCoalesce around market-making measurementguidelines and creative standardsCreate common ground with customers to reduce costlyfriction in the supply chainShare best practices that foster industry-wide growthGenerate industry-wide research and thought leadershipthat solidifies Interactive as a mainstream mediumCreate countervailing force to balance power of othermedia, marketing, and agency trade groups
Video15 seconds appears to be an optimal length for digitalvideo creative in the pre-roll position. 5-second spotshad trouble conveying a message; while 30-secondspots risked turning off a viewer waiting to watchsomething else.30-second spots do well at conveying a complex oremotionally resonant message, but work best in user-initiated placements (where the user must take anaction, like clicking on an ad or rolling over an in-text link,to begin playing the ad) where viewers display morepatience for long messages.Pre-roll, in-text, and in-banner video ad placements canall contribute to achieving the goals of a campaign;however, different placements may perform optimallywith different creative lengths.
Video Ads LearningResults suggest that quality video ad creative isable to increase awareness metrics across allplacements and lengths, but when the campaigngoal is to persuade consumers to take action orchange brand perception, the :15 length anduser initiated placements can be more effective.The :30 length is better than shorter lengths atconveying a complex or emotionally resonantmessage, but works best in user-initiatedplacements, where online viewers display morepatience for longer messages. 27
Video AdsKey Findings by Ad Length 5 Seconds 15 Seconds 30 Seconds (1) • Highest brand association • Highest likelihood of (1) (1) • Weakest level of • Easiest to understand being shared online breakthrough • Most efficient (cost vs. creative • Most persuasive of the results) with highest level of three lengths (2) (2) • Most difficult to engagement (3) • Great for simple, rational • Allows communication understand of emotional benefits messages; challenged for striking an emotional chord. and more complex • Optimum length (in this case) messages for pre-roll • Works well in user initiated placements •May work for very simple •A cost effective way to communication strategies communicate simple •Strongly suited to user- •Potentially most suitable for messages online initiated placements sequencing •Best suited of the 3 •Pre-roll success requires lengths at pre-roll, works a very high level of in other placements too creative quality(1) (2) (3) Above all other lengths and significantly above norm. Above all other lengths and norm. Significantly above all other lengths and significantly (4)above norm. Above all other lengths but below norm. 28
Search Ads Rock BecauseTarget by keywordsCan influence the exact content desiredInfluence at the time of research/decision-makingVery effective in converting
Ways To Buy AdsCPC – Cost Per ClickCPM – Cost Per 000 ImpressionsCPA – Cost Per Action
Other Ad OpportunitiesSocial networks (Facebook, LinkedIn, Etc)Online Video Ads (YouTube)Online TV ads (Hulu, CBS.com)Audio ads on PodcastsAudio sponsorshipVideo sponsorshipBlog Talk Radio showsTwitter ads
Social Network Ads – Key FindingsThe value of social media is best measured bythe frequency or depth of engagement withconsumers.“For marketers, endorsement by consumers inthe form of friending/following/subscribingvalidates their efforts and activates a viraldistribution of their brand across channels.”Traditional “click here now” banner ads are notalways appropriate in social environments.Marketers and agencies need to developcreative that incorporates social elements andengages consumers in a chain of activities, asdo Facebook’s “Engagement Ads,” MySpace’s“Interaction Ads”
Social Network Ads – Key FindingsBecause social media cut across conventionalmarketing organizational silos and budgets –PR, marketing, customer service, etc. - all thesegroups need to be brought into the developmentand optimization of social media campaigns.Authenticity reigns. Conversations cannot becontrolled, they can only be joined, so marketershave to be willing to listen and learn from theconsumers they engage through social media.
Be Careful“A common feature on manywebsites, Facebook widgets,or buttons, allow any user toshare a piece of content byposting it to the newsfeed oftheir friends on Facebook. Inthe case of Novartis, itsTasigna post appeared onFacebook with a link and ashort line of text explaining theuse of the drug. But that was aviolation of FDA requirementsfor disclosing all riskinformation about a drug.”