Demystifying the Evolution of Rich Media Metrics

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With ever mounting pressure to justify advertising effectiveness against the bottom line, what have we learned from the plethora of data that digital advertising has brought to bear? As clickthrough rates drop it leads some to conclude that “display advertising is dying”. With online metrics based around response, we have driven the fallacy that branding is a predominantly offline process. Is there really a single point of measurement to focus upon or do we need to look deeper to discover what consumers today are doing and apply these learning’s into carefully constructed advertising strategies? By mapping advertising delivery against a consumer lifecycle, we can now begin to develop more targeted and relevant messages that will ensure a greater brand message, higher conversion rate and even a greater ROI for your media spend. Ryan Manchee of DG MediaMind will demystify the evolving online metrics giving confidence back to the value of display media and change the notion of measuring consumer engagement across all media channels.

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Demystifying the Evolution of Rich Media Metrics

  1. 1. Powering 22 of top 25 brands96 of top 100 advertisers rely on DG
  2. 2. The DG Universe 11,000+ Corporate Partners 1,750+ 100+ Billion 12+ Million Impression Employees Ad Deliveries Served Monthly Since 2010 4,500+ 46 Offices in Ad Agency 23 Countries Partners 8,000+ Web Campaigns 1.6+ Million Delivered Unique TV Ads Distributed Since 1996 Touching 128+ Penetrates Million Households 99% of All in North America 800+ Million Broadcast 84 Times per Day Unique Users Destinations
  3. 3. Global Offices46 Offices in 23 Countries
  4. 4. demystifying the metrics Ryan K Manchee Director of Innovation Strategy @rmanchee @rmanchee©2013 Digital Generation Inc. All rights reserved March 2013
  5. 5. collaborate + listen @rmanchee©2013 Digital Generation Inc. All rights reserved
  6. 6. who gives a click? @rmanchee©2013 Digital Generation Inc. All rights reserved
  7. 7. 995 @rmanchee©2013 Digital Generation Inc. All rights reserved
  8. 8. 0.5% 5 in every 1,000 @rmanchee©2013 Digital Generation Inc. All rights reserved
  9. 9. 2 are wrong audience 1 clicked by accident 1 doesn’t wait for load = 1 in every 1,000 @rmanchee©2013 Digital Generation Inc. All rights reserved
  10. 10. cracking the code @rmanchee©2013 Digital Generation Inc. All rights reserved
  11. 11. direct • Click to edit Master text stylesresponse @rmanchee©2013 Digital Generation Inc. All rights reserved
  12. 12. just because they click doesn’t mean it sticks @rmanchee©2013 Digital Generation Inc. All rights reserved
  13. 13. ? what about the 995 @rmanchee©2013 Digital Generation Inc. All rights reserved
  14. 14. ? what about the 995©2013 Digital Generation Inc. All rights reserved 20% @rmanchee
  15. 15. ? what about the 995©2013 Digital Generation Inc. All rights reserved 20% 1:10 @rmanchee
  16. 16. lost in the • Click to edit Master text styles desert @rmanchee©2013 Digital Generation Inc. All rights reserved
  17. 17. • Click to edit Master text styles @rmanchee©2013 Digital Generation Inc. All rights reserved
  18. 18. …measuring time @rmanchee©2013 Digital Generation Inc. All rights reserved
  19. 19. measurement • Click to edit Master text styles dilemma @rmanchee©2013 Digital Generation Inc. All rights reserved
  20. 20. Difficulty: changing the train of thought©2013 Digital Generation Inc. All rights reserved @rmanchee
  21. 21. playful interactionTeachers / kids @rmanchee©2013 Digital Generation Inc. All rights reserved
  22. 22. YOU REMEMBER • 30% what you see • 50% what you see + hear • 70-90% what you see + hear + touch @rmanchee©2013 Digital Generation Inc. All rights reserved
  23. 23. makingsense©2013 Digital Generation Inc. All rights reserved @rmanchee
  24. 24. The Manchee Law of Digital Advertising: for every interaction there is an equal and opposite reaction @rmanchee©2013 Digital Generation Inc. All rights reserved
  25. 25. data understanding is the key @rmanchee©2013 Digital Generation Inc. All rights reserved
  26. 26. dwell rate percentage of impressions engaged by the user @rmanchee©2013 Digital Generation Inc. All rights reserved
  27. 27. dwell time the average number of seconds user engaged with an ad @rmanchee©2013 Digital Generation Inc. All rights reserved
  28. 28. Dwell Rate versus CTR @rmanchee©2013 Digital Generation Inc. All rights reserved
  29. 29. Dwell Rate versus CTR 25x©2013 Digital Generation Inc. All rights reserved @rmanchee
  30. 30. what did the user Frequency of exposure Interactive Dwell time see what did the user Level / type of interaction Measure type of response do @rmanchee©2013 Digital Generation Inc. All rights reserved
  31. 31. Overall Performance @rmanchee©2013 Digital Generation Inc. All rights reserved
  32. 32. Overall Performance 1:14 43 seconds @rmanchee©2013 Digital Generation Inc. All rights reserved
  33. 33. consumers show consistently that they are willingto take time to explore brands @rmanchee©2013 Digital Generation Inc. All rights reserved
  34. 34. 8.7% of all ads engaged with @rmanchee©2013 Digital Generation Inc. All rights reserved
  35. 35. validate the interruption amazing creative video, engaging experiences media is earned not bought©2013 Digital Generation Inc. All rights reserved @rmanchee
  36. 36. Effects of Rich Media & Video Site Visits 9 Direct Response 9 6 6 4 3 3 1 1 Standard Rich Media 0 RM with Video @rmanchee©2013 Digital Generation Inc. All rights reserved
  37. 37. Effects of Rich Media & Video 9x Site Visits 9 Direct Response 9 6 6 4 3 3 1 1 Standard Rich Media 0 RM with Video @rmanchee©2013 Digital Generation Inc. All rights reserved
  38. 38. creative impact 4x©2013 Digital Generation Inc. All rights reserved @rmanchee
  39. 39. size does matter? @rmanchee©2013 Digital Generation Inc. All rights reserved
  40. 40. IAB Rising Stars“As a premier rich media vendor supporting the formats, MediaMind has anintrinsic and deep understanding of the IAB Rising Stars ad units. They aretruly one of the companies shaping the future of interactive advertising.” - Peter Minnium, Consulting Director, IAB @rmanchee©2013 Digital Generation Inc. All rights reserved
  41. 41. @rmanchee©2013 Digital Generation Inc. All rights reserved
  42. 42. © 2012 MediaMind. A division of DG
  43. 43. 2x +5% of all ads served @rmanchee©2013 Digital Generation Inc. All rights reserved
  44. 44. ~40% @rmanchee©2013 Digital Generation Inc. All rights reserved
  45. 45. @rmanchee©2013 Digital Generation Inc. All rights reserved
  46. 46. @rmanchee©2013 Digital Generation Inc. All rights reserved
  47. 47. @rmanchee©2013 Digital Generation Inc. All rights reserved
  48. 48. Fact #1 Evenings are most effective for mobile advertising @rmanchee©2013 Digital Generation Inc. All rights reserved
  49. 49. MOBi award for best iPad/Tablet ad First ‘Gamified’ HTML5 Rich Media ad @rmanchee©2013 Digital Generation Inc. All rights reserved
  50. 50. Fact #2 apple TRUMPS android @rmanchee©2013 Digital Generation Inc. All rights reserved
  51. 51. Mobile Rising Star @rmanchee©2013 Digital Generation Inc. All rights reserved
  52. 52. Fact #3 more CTR clicks than your PC @rmanchee©2013 Digital Generation Inc. All rights reserved
  53. 53. Fact #3 more CTR clicks than your PC @rmanchee©2013 Digital Generation Inc. All rights reserved
  54. 54. Repurposing for HTML 5 @rmanchee©2013 Digital Generation Inc. All rights reserved
  55. 55. Online. Mobile. Out of Home. @rmanchee©2013 Digital Generation Inc. All rights reserved
  56. 56. @rmanchee©2013 Digital Generation Inc. All rights reserved
  57. 57. @rmanchee©2013 Digital Generation Inc. All rights reserved
  58. 58. Dual Screen Activities @rmanchee©2013 Digital Generation Inc. All rights reserved
  59. 59. Dual Screen ActivitiesWhat are Tablet and SmartPhone Users doing while watching TV? 0% 15% 30% 45% 60% Checking Email 60% Surfing for unrelated info 46% Visiting Social Networking site 42% Checking sports scores 30% Looking up info related to content 29% Looking up content related to Ad 19% Looking for coupon/deal related to Ad 13% @rmanchee©2013 Digital Generation Inc. All rights reserved
  60. 60. Dual Screen Activities 25% Consumers go online after seeing TV ad©2013 Digital Generation Inc. All rights reserved @rmanchee
  61. 61. automatic content recognition ACR @rmanchee©2013 Digital Generation Inc. All rights reserved
  62. 62. @rmanchee©2013 Digital Generation Inc. All rights reserved
  63. 63. @rmanchee©2013 Digital Generation Inc. All rights reserved
  64. 64. 115k 17+% WATCHED FULL 4 MIN VIDEO 2.34% CTR @rmanchee©2013 Digital Generation Inc. All rights reserved
  65. 65. @rmanchee©2013 Digital Generation Inc. All rights reserved
  66. 66. [ ] ENGAGEMENT EVERYWHERE @rmanchee©2013 Digital Generation Inc. All rights reserved
  67. 67. standard ads need a little helping hand @rmanchee©2013 Digital Generation Inc. All rights reserved
  68. 68. Take two @rmanchee©2013 Digital Generation Inc. All rights reserved
  69. 69. Take two 70% @rmanchee©2013 Digital Generation Inc. All rights reserved
  70. 70. Take two @rmanchee©2013 Digital Generation Inc. All rights reserved
  71. 71. Measuring the difference @rmanchee©2013 Digital Generation Inc. All rights reserved
  72. 72. 5 Rules for Successful Rich Media1. Content + Format Harmony2. Seek Attention3. Be Relevant4. Make Them Dwell5. Get Them Talking©2013 Digital Generation Inc. All rights reserved
  73. 73. 1. Content + Format Harmony Get the message to consumers when they are consuming content on a related topic; they are more receptive to a related brand message.©2013 Digital Generation Inc. All rights reserved
  74. 74. Location, Location Location! @rmanchee©2013 Digital Generation Inc. All rights reserved
  75. 75. @rmanchee©2013 Digital Generation Inc. All rights reserved
  76. 76. 2. Seek Attention Hey You. Yeah you. Grab the user’s attention through engaging, eye-catching animation and an inviting call to action.©2013 Digital Generation Inc. All rights reserved
  77. 77. @rmanchee©2013 Digital Generation Inc. All rights reserved
  78. 78. 3. Be Relevant What you like because you like it. Make sure you always deliver the best message to the right consumer all the time.©2013 Digital Generation Inc. All rights reserved
  79. 79. Dynamic Creative Optimization • Copy • Text attributes • Images • Video • Sound • Other variables @rmanchee©2013 Digital Generation Inc. All rights reserved
  80. 80. Dynamic Creative Optimization • Copy • Text attributes • Images • Video • Sound • Other variables @rmanchee©2013 Digital Generation Inc. All rights reserved
  81. 81. Dynamic Creative Optimization Smart Text 1 • Copy • Text attributes • Images • Video • Sound • Other variables @rmanchee©2013 Digital Generation Inc. All rights reserved
  82. 82. Dynamic Creative Optimization Smart Text 1 • Copy • Text attributes • Images • Video • Sound • Other variables Smart Text 2 @rmanchee©2013 Digital Generation Inc. All rights reserved
  83. 83. Optimization Yields Amazing 90% Rotation 90% Rotation 90% Rotation 90% Rotation Weeks 1 – 2 Week 3 Week 4 Week 5 Week 6 All Creative Running 10% Rotation 10% Rotation 10% Rotation 10% Rotation @rmanchee©2013 Digital Generation Inc. All rights reserved
  84. 84. Optimization Yields Amazing 90% Rotation 90% Rotation 90% Rotation 90% Rotation Weeks 1 – 2 Week 3 Week 4 Week 5 Week 6 All Creative Running 10% Rotation 10% Rotation 10% Rotation 10% Rotation @rmanchee©2013 Digital Generation Inc. All rights reserved
  85. 85. Optimization Yields Amazing 447% IMPROVEMENT IN CTR 0.82% 90% Rotation 90% Rotation 90% Rotation 90% Rotation Weeks 1 – 2 Week 3 Week 4 Week 5 Week 6 All Creative Running 10% Rotation 10% Rotation 10% Rotation 10% Rotation 0.15% Regular Campaign Campaign w/ Smart Versioning @rmanchee©2013 Digital Generation Inc. All rights reserved
  86. 86. Smarter Retargeting Yields Record @rmanchee©2013 Digital Generation Inc. All rights reserved
  87. 87. Smarter Retargeting Yields Record 1.5% RECORD CTR INCREASE! 0.08% Before Smart Versioning w/ Smart Versioning @rmanchee©2013 Digital Generation Inc. All rights reserved
  88. 88. 4. Make Them Dwell Take your shoes off, stay a while. Creating customized content for your ads and enable interactivity.©2013 Digital Generation Inc. All rights reserved
  89. 89. @rmanchee©2013 Digital Generation Inc. All rights reserved
  90. 90. 5. Get Them Talking Tell your friends. Tell the world. Enable sharing and brand advocacy by connecting to social channels. And providing content that they would want to share.©2013 Digital Generation Inc. All rights reserved
  91. 91. grass roots infiltration word-of-mouth is the most powerful form of advertising @rmanchee©2013 Digital Generation Inc. All rights reserved
  92. 92. @rmanchee©2013 Digital Generation Inc. All rights reserved
  93. 93. 5 Rules for Successful Rich Media1. Content & Format Harmony2. Seek Attention3. Be Relevant4. Make Them Dwell5. Get Them Talking©2013 Digital Generation Inc. All rights reserved
  94. 94. not all who see touch not all who touch click @rmanchee©2013 Digital Generation Inc. All rights reserved
  95. 95. Thanks. Your turn Ryan K Manchee Director of Innovation Strategy rmanchee@dgit.com @rmanchee www.dgit.com©2013 Digital Generation Inc. All rights reserved

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