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See how Alenty can optimise ad display branding campaigns with the help of new metrics like impression duration and visibility rate. See how partnering Alenty can benefit Media Agencies, Advertisers, ...

See how Alenty can optimise ad display branding campaigns with the help of new metrics like impression duration and visibility rate. See how partnering Alenty 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

Linkedin Presentation Linkedin Presentation Presentation Transcript

  • Measure and optimize online branding advertising
  • Agenda Why is ad Exposure important? Alenty positioning Which KPI's should be used to measure ad display branding campaigns? Alenty and post test ROI studies Alenty Deliverables Alenty Key Metrics Why is ad Exposure important? Recommendations for Agencies, Publishers and Ad Networks
    • Who are we ? Alenty's founders are the creators of the NetRatings measurement systems.
      Our observation For the display market, some independent and GRP like KPI's are still not measured!
      Our approach An analysis within the web pages calculating the viewing time and visibility rate of ad campaigns
      Innovation An embedded script that clocks individuals whilst they are actively web surfing
      Our positioning
      Branding campaigns offer the possibility to increase the value of this media. A precise measure of time to identify premium inventory will soon become the main KPI
  •  
  • Are your ad-banners seen ? Why effective ad exposure is so important ?
  • Ad visible on screen : considered as seen if the web surfer is active. Ad not visible on screen (and therefore not measured by Alenty) Effective exposure is key...
      Alenty uses two criteria to define visibility:
    • Visibility on screen
    • mouse/keyboard activity
  • 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 Alenty helps you finding ad spaces with the highest impression duration amongst publishers and ad networks. The current “above the fold” rule does not guaranty a high viewing time!
  • 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 Alenty helps optimising each impression
    • Branding campaigns:
    • Why switch from CTR to Impression Duration?
  • Branding campaigns KPI & ROI measurement Are your ads smartly seen (surface and duration)? A much finer measure than the “above the fold rule” A more exhaustive and precise measure than the “dwell time” Branding effect measurement Awareness – message association – favorability – purchase intent Sales impact measurement Impression duration should be the N°1 KPI for branding campaigns Use Alenty metrics for Branding ROI analysis
    • 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
  • CTR: less and less and less... one of the reason of the value loss....
  • (July 2009: clickers = 16%) Only 1 in 3 browser is a clicker....and they are not a representative sample
  • More Ad conversions are the result of viewing the banner rather than click...
    • Alenty key metrics
  •  
  • Only 73% of served banners are seen!!! The difference from one type of site to another is big Study SNPTV, january 2009 Visibility Rate
  • Ads are seen for 15 secs on average. Study SNPTV, january 2009 Exposure Time
  • Memorization score Impression Duration Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Effect of Impression duration on Memorisation (based on creative duration of 25s)
    • Best memorisation score uplift: impression duration of 25-30s
    • At least 80% of the creative duration (20s) has to be seen
    • Over exposure does not create further uplift
  • Memorization score % inventory Impression Duration 70% of inventory Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Effect of Impression duration on Memorisation (based on creative duration of 25s)
    • 70% of the media plan of standard campaigns is not optimised for best memorisation
    • Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higher
  • Memorization score Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Contact repetition optimization Best memorisation score is obtained with 4 impression repetitions
  • Memorization score Impression repetition % inventory 85% of unique users Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Unique User repetition optimization
    • 85% of the “unique users” are completely under-exposed
    • A focus on re-targeting is important to reach the best memorisation score
  • Average impression duration in France:15,64s Campaigns optimised with Alenty Media agencies working with Alenty benefit from impression duration 100% higher than standard campaigns 30s
    • Deliverables
  • Alenty users can monitor via a web interface the campaign KPI's on a daily basis Optimize your media plan on a daily basis
  • Visibility Reports Budget/Costs Context Analysis Contact Analysis Impression Duration After each campaigns, excel based visibility reports will help you optimise future campaigns based on:
    • Deliverables for Agencies
    • 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 ?
    • Deliverables for Publishers/ Ad-Networks
  • Alenty helps Ad-networks and publishers identify inventory ideal for branding campaigns Select ad spaces Suitable for branding Campaigns (impression duration > 20s) Optimize the inventory (increase the impression duration) Guarantee the exposure duration... to justify and defend/increase CPM rate Give value to the inventory with Alenty Efficiency analyses
  • Increase the unit prices of the most visible spaces (notably for the first crossing) Introduction of refreshs for the 4th space in order to increase its volume Improve the ad positioning for crossing #3 and #5. Improve the content and/or ergonomics for crossings #7, #8,#9 and #12 Typical recommendations for publishers/Ad Networks: 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 Page duration (secondes) Legende 20 30 50 CPM < 80% under the average > 120% over the average around the average (+/- 20%)
  • “ off line efficiency” studies Impact on memorization and In-store sales
  • Branding ROI campaign measurement can now be based on panelist who have been effectively exposed and have viewed ads (not just been served ads...)
  • Panelists id Visibility measurement Panelists exposure Alenty can be tagged to any panel for post tests analysis and has partnership with Nielsen (Brand effectiveness) and TNS. AdServer Banner Alenty servers Alenty script Access panel Post-test Campaign visibility report Alenty script Alenty script
  • Recommendations
  • Optimise each campaign on a daily basis
    • Make media planning decisions (per site/per placement/per format)
    based on branding metrics such as:
    • Visibility rate
    • Impression Duration
    • Brand Exposure Duration
    • Cost per thousand minutes
    Build a branding campaign database
    • Build a campaign database to benchmark campaign results
    and optimise your branding Media Planning http://t0.gstatic.com/images?q=tbn:ANd9GcSkqLnf5BebGvaHWLpkNVEUym2W4jJEKGTAlEUQlL3inGys7bZL Generic Recommendations for Media Agencies 1/3
  • Work smarter with publishers and ad networks:
    • Get more impressions for the same budget
    • Leverage results to negotiate CPM
    • Build partnerships with publishers/ad network to identify inventory
    ideal for future branding campaigns (duration per viewed impression >20s & visibility rate >70%) Generic Recommendations for Media Agencies 2/3
  • Enhance relationship with Advertisers by:
    • Getting better results for the same budget
    • Communicating results with a generic metric (Brand exposure
    Duration, based on time), relevant for integrated campaign reporting
    • Providing (in the future) measures of engagement
    • Reassuring advertisers that you have the tools and metrics to roll out
    effective Branding campaigns and secure more/bigger budget
    • Differentiate yourself from your competitors !
    http://t0.gstatic.com/images?q=tbn:ANd9GcSuE1MkYanw3m466cB9OXg9V2Fp5JxyYofiBUym3OFrjj3E3fQa Generic Recommendations for media agencies 3/3
  • From a Sales point of view:
    • Segment your inventory and offer a “Premium branding pack”
    • dedicated to branding campaigns by identifying sites, placements
    • and formats best suited for branding campaigns
    • Guarantee a minimum viewing times (15s, 20s, etc.) and/or
    • a minimum visibility rate
    • Increase your CPM rate accordingly (15s=£15 CPM?)
    • Defend your (high) CPM rate by certifying the quality of your inventory
    • by a third party independent organisation.
    • A global value proposition that offers a measure close to GRP that
    • can be easily integrated for ROI calculation of integrated campaigns
    • Provide measures of engagement
    • Attract ever increasing online budgets of mainstream brand advertisers
    • Offer a superior service by benchmarking campaigns of your key clients
    Generic Recommendations for Publishers and Ad networks
  • From a Network Management point of view:
    • Optimise your data partnership strategy and understand which type of
    • sites, placements and formats are best suited for branding campaigns
    • Offer consultancy to your key publishers based on the key
    • following Alenty metrics:
        • Page duration
        • Ad exposure rate (% of the ad creative seen)
        • Duration per viewed impression
        • Visibility rate (% of served ads seen)
        • Impression duration
        • Revenue per thousand minutes per format/placement/sites
    • Use Alenty metrics as a retention tool and keep publishers in the
    network by sharing best practises and helping them improving/creating branding inventory
    • Measure new publishers sites recruited and assess their branding
    • inventory potential and possible ROI
    Generic Recommendations for Ad networks
  • We work with Agencies, Publishers and Ad Networks
  • 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?