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Premium ad format research from microsoft advertising

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  • 1. New Ad Formats…..the science bit
  • 2. Are the premium formats more effective than standard formats?Ways to evaluate: Levels of attention Creative evaluation Branding upliftsMicrosoft Advertising partnered with Metrixlab Research tomeasure effectiveness
  • 3. What we tested 3 x Billboards (1 x Telco, 2 x Auto) Premium Standard 4 x Filmstrips Control format format (2 x Retail, 1 x Telco, 1 x Auto) n:600 n:600 n:600 1 x Pushdown Take the same survey (Beauty)Versus standard formats of the same campaign, and unrelated advertising for the control cellResearch undertaken by Metrixlab
  • 4. Phase 1: User experience and short term recall Survey includes a browsing experience of the MSN Homepage Opportunity to see advertising Asked a series of general questions: opinion of the page, ease of navigation, finding information etc Also asked if they spontaneously recall seeing any brands2-3 day delay Phase 2: Attention and evaluation Following a 2-3 day delay, a second survey about the sector relating to the advertising sector they saw in phase 1 Enables comparisons between those that had the opportunity to see the advertising and those that did not. Creative then shown in-situ for creative evaluation questions Final task includes focus tracking plots to observe attention levels.
  • 5. results
  • 6. Brand Effects Standard Format Premium Format +6% +5% +5% +4% +3% +3% +3% +2% After 2-3 Day Delay Spontaneous Brand Aided Advertising Brand Consideration Opinion of Brand Awareness Awareness While standard formats still have an impact on the brand, premium formats can have a more significant impact on measures such as awareness, consideration and opinion Control Deltas vsResearch by Metrixlab: Control cells (600), Standard format (600) and Premium Format (600). sheet 6
  • 7. Premium formats score well across creative diagnostics Credible 49% Difference, Click intention and 46% Not irritating 48% Purchase intent are much higher 45% Likeability 44% for premium formats versus 39% Difference 33% +10 standard formats 24% Relevance 32% 29% Click intent 39% +9 30% Interest 36% 30% Visit website 32% 26% Purchase… 31% +7 24% Premium Format Standard FormatDeltas represent increase in the levels of agreement with statements e.g. Click Intention = “This ad makes me want to click on it” (Agree)
  • 8. On average, the premium formats attract much higher levelsof attention compared to the average of standard formats Measure Explanation Standard Premium Capture Percentage of people noticing the ad in first 8 seconds 41% 73% Retention Total proportion of time spent by all respondents focussing on the advertising in first 8 seconds 21% 39%
  • 9. Summary: Yes, premium formats are more effective!Premium formats justify higher price points since they are able to deliverenhanced effectiveness through increased levels of attention Branding uplifts: While standard formats still have an impact on the brand, new formats can have a more significant impact on measures such as awareness, consideration and opinion Creative evaluation: New formats score well for differentiation among other scores which result in a higher intention to click and ultimately purchase intention Levels of attention: Premium formats attract much higher levels of attention compared to the average of standard formats
  • 10. Thank You