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Alenty Light Master Presentation

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See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.

See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.

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  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus

Alenty Light   Master Presentation Alenty Light Master Presentation Presentation Transcript

  • Measure and optimize online branding advertising
  • Who are we ? Alenty's founders are the creators of Netratings measurement systems. Our observation The incredible gap between what is measured and what can be measured on Internet. Our positioning Branding campaigns are key to increase the media value. A precise measure of time will become the main KPI Our approach An analysis within the pages taking into consideration the effective exposure duration. Innovation An embedded script that clocks web surfers while they are active and they can see the content.
  • Ad visible on screen : considered as seen if the web surfer is active. Ad not visible on screen. Effective exposure is key
    • Two criteria to define visibility:
    • Visibility on screen
    • mouse/keyboard activity
  • Implementation fields Increase or defend Publishers/Vendors' CPM advertising revenue by creating “ branding packs” Optimise website ergonomics, to leverage on the visibility of each banners Optimise On-line media plans by 20-30% Optimization
  • Are your ad-banners seen ? Why effective ad exposure is so important ?
  • The Internet is lagging badly in capturing Brand ad $ (€ or £) More & bigger budgets less price sensitive More value for all online players Traditional media measures (GRP) Branding ROI measurement What is missing ? Branding campaigns
  • The current “above the fold” rule does not guaranty a high viewing time! Many sites offer placement right at the top of their pages, far from contents. Observation: These ad spaces have a great visibility rate , but their impression duration is quite low because surfers scroll down quickly for content
  • Branding campaigns: Why switch from CTR to VT (viewing Time)
  • CTR: less and less and less... one of the reason of the value loss....
  • Only 1 in 3 browser is a clicker....and they are not a representative sample (July 2009: clickers = 16%)
  • CTR does not correlate with branding effects
  • CTR does not guarantee good visibility rate Click rate Ad-Visibility rate Top of a web page Bottom of a web page * Data collected on sample pages
  • Alenty key Branding metrics
  • Only 73% of served banners are seen!!! Visibility rate differs a lot from one type of site to another Study SNPTV, january 2009 Key Branding metric: Visibility Rate
  • Key Branding metric: Exposure Time Ads are seen for 15 secs on average. Study SNPTV, january 2009
  • Alenty helps optimising each impression 0% 100% 0s 60s Visibility duration Viewed area Creative duration (15 seconds) What advertisers wants <30% of the impressions 0s-0% : 27% of the impressions Impressions distribution
  • Towards a new metric: BED Brand Exposure Duration 8 millions viewed banners Effective visibility: 4 millions minutes 10 millions served banners A 30 secs duration of exposure per viewed banner 2 millions contacts exposed 2 minutes per contact
  • Besides visibility, Alenty measures engagement duration Level of engagement - + Brand website duration Ad usage duration Potential attention duration Visibility duration Served banners
  • ...Alenty provides a complete engagement duration analysis available online
  • Publishers should audit their ad-space in order to increase the advertising revenue. How?
  • Optimization of advertising spaces Site audit Ad spaces profitability Volume increase Layout optimization Identification of relevant axis for development Sales Points improvement Increase the prices of the best placements What is the smartest tarification ? Refreshs for over-performing placements. Introduction of impressions with a guaranteed visibility Where should the ad be? Increase the ad impact while preserving users satisfaction
  • Alenty’s data is well known and is used by all the major European media agencies - Alenty’s visibility report provided by the site audit benefit from a real influence and could be used as a sales point. - Media agencies might already have access to your data through campaigns visibility reports. Media agencies are currently using Alenty metrics:
  • Ad-Networks should audit their ad-space in Order to increase the advertising revenue. How?
  • Build an ad-network dedicated to brand managment campaigns Select ad spaces that suit with branding campaigns Optimize the inventory increase the impression duration split over performing placements Give value to the inventory : Efficiency analyses Guarantee the exposure duration
  • Define your Ad-Network inventory distribution Premium ad space: Impression duration > 20s Great ad spaces: Impression duration between 15s and 20s Intermediate ad spaces: Impression duration between 10s and 15s Limited ad spaces: Impression duration < 10s
  • SNPTV Identification of potential developments Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) Analysis of relevant network sites 3 12 10 6 1 2 8 11 9 7 4 5 Page duration (secondes) Legende 20 30 50 CPM < 80% under the average > 120% over the average around the average (+/- 20%)
  • Increase the unit prices of the most visible spaces (notably for the Network Sites 1 ) Introduction of refreshs for the 4th space in order to increase its volume Improve the ad positioning for Network Sites #3 and #5. Improve the content and/or ergonomics Network Sites #7, #8,#9 and #12 Relevant axes of development SNPTV Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) 3 12 10 6 1 2 8 11 9 7 4 5
  • Impression duration Duration per viewed impression Visibility rate Ad exposure rate Taux d'exposition Page duration Key factors of visibility Understand the key factors of ad visibility in order to provide better ad spaces to the agencies.
  • Media agencies should use Alenty to optimise the Media Plan on a daily basis. How?
  • By running campaign visibility reports Brand Exposure Duration & CPM Matrix analysis Visibility rate and impression duration by site Optimization Visibility rate and impression duration by placement
  • First check: the visibility rate by sites... Visibility rate of each site Media plan mean Sites ranked by delivered impressions
  • ...Go deeper within each site Visibility rate of each placement in site 2 Media plan mean Site 2 mean Placements ranked by delivered impressions
  • When seen, take into account the duration... Duration per viewed impression of each site Media plan mean Creative duration Sites ranked by delivered impressions
  • Go deeper within each site Duration per viewed impression of each placement in site 2 Media plan mean Site 2 mean Creative duration Placements ranked by delivered impressions
  • Synthesis: main crossings analysis Duration of creative seen Partial visibility duration per viewed impression / creative duration 100 The creation is seen during its whole length on average 7 Example: 80% (average media plan rate) 6 The creative is seen by more contacts than the media plan average but not long enough to be seen completely Exposure rate 100 % 4 2 10 9 5 1 8 3 Don't let sleeping dogs lie! Action required Bad visibility: the ads aren't seen by a lot of people and they can't see it long enough. The creation is seen long enough to be seen completely, but it is viewed by less contact than the average. A BED of roses! My ads are seen by everyone and during a long time Analysis of the 10 biggest nodes Creative/site/placement (in served impressions) How comfortable is your BED ? % of visible surface 50% 100% 75% Caption
  • Duration of creative seen Partial visibility duration per viewed impression / creative duration 100 The creation is seen during its whole length on average 7 Example: 80% (average media plan rate) 6 The creative is seen by more contacts than the media plan average but not long enough to be seen completely Exposure rate 100 % 4 2 10 9 5 1 8 3 The creation is seen long enough to be seen completely, but it is viewed by less contact than the average. A BED of roses! My ads are seen by everyone and during a long time ...leading to smarter purchases Same analysis taking the costs into consideration % of the visible surface 100% 50% 100% 75% CPM 20% under the average and under 20% over the average and over average (+/- 20%) Caption Don't let sleeping dogs lie! Reaction required Bad visibility: the ads aren't seen by a lot of people and they can't see it long enough. How comfortable is your BED ?
  • Market Research teams should use Alenty to sample users effectively exposed to ads based on impression duration (not impression served!) for post campaign research. How?
  • Branding ROI measurement (based on effective exposure) Methodology In stores sales Memorization Users on-line recruitment Access panel MarketingScan Panel
  • Memorization efficiency Post-tests based on access panels Identification of web surfers on the panel website Branding campaign (tagged with Alenty id) Exposed (based on Impression Duration) Non exposed Post test Access Panel (tagged with Alenty id)
  • In Stores sales efficiency (Can be implemented with any MR solution provider) Identification of web surfers on the panel website Branding campaign (tagged with Alenty id) Exposed Non exposed WebScan ( links Internet ad exposure to in-store sales) Marketingscan Panel (tagged with Alenty id) Impact on in-store sales
  • In Summary
  • Build a branding pack (based on guaranteed visibility time) and defend/increase your current CPM Alenty Benefits for Ad-networks/Publishers Identify your best inventory (by impression duration) and attract bigger Branding campaign budgets
  • Optimise your Media buying based on seen ads Alenty Benefits for Agencies/advertisers A global value proposition for your clients (that can be associated with GRP measures) Optimisation of your Branding Media plan
  • Some of our clients
  • Advertisers using Alenty metrics...
  • Thank you for your attention Eric Merceron Phone : +44 07892 877 051 Mail :eric.merceron@alenty.com Web : www.alenty.com Questions?