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Dwell on branding with notes
 

Dwell on branding with notes

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This is a copy of the presentation i gave in Cape Town. the presentation is a Microsoft advertising presentation that shows the impact of rich media and that measuring only clickthroughs doesnt show ...

This is a copy of the presentation i gave in Cape Town. the presentation is a Microsoft advertising presentation that shows the impact of rich media and that measuring only clickthroughs doesnt show the entire picture.

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  • Hi everyone, it’s great to be here today to share the results of our new Dwell on Branding research, which as you’ve just heard is about the impact of creativity online. Based on the research, there are 3 key themes I want to cover today:How we can measure the impact of creativity onlineHow creativity can affect your brandHow you can use creativity to improve the performance of your campaigns
  • So what was the inspiration behind this research, what was the challenge? Well, these are some of the questions we are often asked...Until now, these have been difficult questions to answer because creativity is very subjective. Opinions on what makes a good ad may vary and creativity in itself is hard to measure - what I find creative may be different to every one of you. But the good news is that we can measure the impact of that creativity and how it affects the brand, and that’s what we’ve done with this research.
  • So I hope by the end of this session you will not only have some data and metrics proving the importance of creativity for your brand, but also some actionable insights and thoughts about how you can apply some of the learnings you see here today to your own online campaigns going forwards to ensure better results.That will be followed through with some inspiration from the other speakers who will look at creativity in action and show how some of our clients have embraced online and used creativity to maximise the success of their campaigns.
  • So let’s take a deeper look at the challenge that lay ahead....have a look at these 2 ad mock ups
  • That’s the first – although the ad is not that interesting, the message is clear as is the price. But is there a way we could treat this ad a little differently online?
  • This is the second ad – it’s more interactive enabling the user to get more information about the banana – benefits for your health, recipes etc & hence make a more informed choice..This is a very simple example of the challenge; they are both advertising the same product, using the same medium, in the same context & are both being broadcast to the same audience...i.e. You.But which one is more effective? Standard data metrics would find it difficult to differentiate between these 2 ads – but clearly the treatment of the ad is very different and I am guessing they evoke a different response. And when talking about the response we are talking about more than clickthroughs.
  • Clickthroughs are a method for measuring an immediate response & hence great for direct response campaigns – but in the case of the banana campaigns we have just seen – both of these ads would have left an impression on you no matter whether you clicked on it or not... Other media assess the success of a brand campaign by measuring the exposure of the campaign – arguing that if the creative is right and it’s targeted to the right audience then this should lead to increase in awareness of the brand, a change in person’s perception towards a brand, to increase the likelihood to buy a brand etc
  • The good news is that with online we can go much further – rather than solely being able to measure whether an ad was seen...
  • ...online can also measure whether people actually interacted with the ad,CLICK i.e. Were people actively engaged with it?All rich media ads allow some kind of engagement – that is what a rich media ad is designed to do. The sorts of things that we can measure include whether people rolled over the ad, played a video, expanded the frame, turned the sound on or off etc. So not only do you know that somebody has got their eyeballs on the ad, you also know that they are actively interacting with it.All ad servers measure some kind of interaction. One example is Eyeblaster. Eyeblaster for those who may not know is a specialist in serving rich media. When they serve ads on a client’s behalf, they are able to track all the things I mentioned and can report back on the number of people who interact and for how long. It is Eyeblaster’s definitions that we have used for the basis of this research.
  • Dwell time - the amount of time a user spends interacting with the advert be it the length of time the mouse was positioned over an ad, user-initiated video duration, user-initiated expansion etc, providing a total time spent actively engaging with an ad. CLICKOf course knowing the length of time people are interacting with your ads is useful but becomes even more useful when you combine that with a quantity metric i.e. The proportion of ad exposures that were dwelled upon – this is known as DWELL RATE. Unintentional Dwell, lasting less than one second, is excluded. CLICKCombining the 2 gives us a total dwell score ...'very creative ads will have the highest dwell rates, as a higher proportion of the audience will interact. This of itself is a very useful/ interesting metric; coupled with the amount of time they interact...i.e. The dwell time, we get a measure of the total engagement of a campaign.(Why Rich Media - a significant ad format that equates for around 30% of display online ad formats in W.Europe (Forrester) & increasingly is where brand advertisers reside online (due to the richer experience capabilities this format can provide). Rich media ads are any banner ads with an interactive element e.g. video, audio, dynamic data, games etc )
  • And when we move beyond clickthroughs to explore dwell some interesting findings emerge....(25 people) Will all of you stand up please?If I represent the number of people that clicked on an adAll the people over here represent the average number of people who actively engage with an ad...so by focusing on the clickthrough alone, would be judging the success of your ads on me and me alone. You would miss out on a huge opportunity...i.e. you would miss out on all of these people who have had a response to your brand in some way. And I would argue that that is a significant reason to be interested in that wider crowd.ClickEyeblaster Global averages (published July09) reveal that consumers are 25 times more likely to spend meaningful time on a rich media ad than they are to click on it. So that’s a huge amount of people that you would be missing by focussing on the click alone. In fact almost 9% (8.7%) of all rich media ads are dwelled on.On top of that high dwell rate, the average time spent actively engaging is...
  • 10 secs silence - 5 times that silence...CLICK53 seconds – CLICK that is almost the equivalent of watching 2x 30 second TV ads intently back to back! So it’s a very powerful metric.
  • So it’s clear that lots of people are dwelling on ads and for a very long time. That’s great. But what difference does dwell actually make to your brand?
  • SUM UP WHAT WE DIDTo explore this we analysed all rich media campaigns served by Eyeblaster that ran on our Network in 4 countries (UK, FR, IT & NL) over a 6 month period (Jan-June09). This gave us a pool of over 800 campaigns that we ranked in terms of their total dwell scores.(The distribution is weighted towards the low dwell scores suggesting that we are still in the early stages of learning about how to stimulate effective total dwell scores. The 156 high dwell campaigns had an average dwell of 14.3 Vs 2 for the 653 low dwell campaigns.)
  • If we looked at what was the average Dwell score achieved it was 4.6 CLICKThis matched the Global average Dwell score published by Eyeblaster over the same period. Suggesting that our sample was broadly representative of all rich media activity.
  • From our sample we decided to take a closer look at 20 campaigns residing in top performing 10% & the bottom 10% to explore whether the dwell scores actually affected the impact the campaign had on a brand – these spanned 8 industry sectors.
  • For each of the campaigns we partnered with ComScore to identify people that had been exposed to the ads & their subsequent behaviours online and compared that to people that were unexposed & their subsequent behaviours online.These groups were ‘pair-wise’ matched i.e. The exposed/unexposed groups were matched according to specific demographic & online behavioural variablesThe groups were matched on gender(Test and control groups: Based on passively observed exposure to an advertisement, a test group of panellists exposed to each of the campaigns was generated, irrespective of whether they clicked on an advertisement or not. A control group of panellists not exposed to the campaign also was generated. This group had no exposure to the advertisements, but exhibited the following characteristics when compared to the test group (s) the subsequent online behaviour of the panelist is observed over a 4 week period.
  • Age, income, region
  • Online surfing behaviour Similar historical usage of the internet overall;- Similar historical visitation to the sites where the advertisements were in rotation;Similar historical total search behaviour online;Similar online connection speeds.
  • The intention is to create 2 audience groups for every campaign analysed (i.e. 40 audience groups in all) that were similar in every way – the only difference being 1 group was exposed to the ads of a particular campaign, CLICK 1 group wasn’t. The results were then aggregated. To provide us with robust aggregated learningsSample sizesHigh Dwell – 4,862 panelists, Low Dwell – 1,736 panelists. Over 6,500 panelists tracked.
  • So what did we find?That High dwell campaigns stimulate more branded searchThat the users that were exposed to higher dwell campaigns searched more for the brand keywords when compared not only to unexposed groups but also compared to the low dwell campaigns
  • Those exposed to campaigns with a low dwell score were 12% more likely to search for branded search terms than those unexposedHowever, amongst the high dwell campaigns those exposed to the activity were 39% more likely to go on & search for the brand within the 4 week analysis period.
  • & hence showing that the high dwell campaigns were 3 x more efficient at stimulating branded search activity.
  • We also found that the higher dwell campaigns increased the chances of attracting visits to the brand site
  • Those exposed to the low dwell campaigns were CLICK 10% more likely to go on & visit the brand campaign website however those exposed to the high dwell campaigns were CLICK 17% more likely – meaning that the high dwell campaigns brought on average a CLICK 69% improvement in the campaigns effectiveness to increase brand site visits.What these 2 findings show are that even the low dwell campaigns have some positive impact on behaviour – exposure to low dwell campaigns prompted consumers to visit brand sites & search on branded terms ...But by making the ads more engaging they receive more higher dwell scores which nearly double that effect on brand site visits and more than treble the search term activity, greatly improving the ROI.
  • & when it comes to interactions on your brands site, there’s again a striking contrast between high & low dwell campaigns.
  • High dwell campaigns dramatically improved how many pages people see & how long they stay(125 percentage point positive swing in page views per visitor & 83 percentage point swing in minutes per visitor)
  • So in summary high dwell campaigns boosted the number of branded searchers, visitors to the brand website and the pages viewed & time spent on the site.So total dwell provides a valuable metric in evaluating the success of your brand campaign – the good news is that various ad servers publish norms that you compare your dwell scores against
  • Let’ think about which ad formats generally produce the highest dwell scores – I need 6 volunteers to illustrate this please – I am giving out a series of cards that represent different ad formats as defined by Eyeblaster. You can have the video, you can have Commercial break...etc etcOK please arrange yourself in order of which ad format you think have the highest average dwell score & which have the lowest....starting with the highest Dwell here.Let’s see how well you did...
  • ...thank you for your time please hand me the cards & give them a round of applause –whilst they go and sit down....Lets now take a look at the CTR’s – as you can see if we were assessing the performance on click through alone we would have almost the opposite ranking with floating ads ranking 1st instead of last. This further supports the fact that as the tools & tactics to engage people online evolve, the click alone is not an adequate measure of online engagement with an ad and subsequent campaign effectiveness for brands...yes it is an instant measure of response but 1 of many responses an online ad can provoke – taking this chart literally, our floating ads & commercial breaks are great for DR but not so great for brand building campaigns.
  • & how do the verticals compare? – CLICK again Clickthrough rates do not follow Dwell scores – but in terms of Dwell, it’s probably no surprise that Entertainment is top due to richness of assets but finance is in 2nd place. Probably driven by the fact that finance use online as a vehicle to reach their young consumers & hence are adopting a variety of online tactics to do this...also proves that creative thinking can go along way and can be applied to all industry verticals. CLICK However I want to focus on technology – which perhaps surprisingly is under-performing vs. the average – once again...hot off the press we are currently developing a case study of a campaign that only finished running circa a month ago with a technology client who has achieved dwell scores that are over 50% CLICK above their industry norm in this sector. (5.9 vs. 3.9) I am going to give you a sneak peek into some findings we will be sharing in the coming weeks...
  • This campaign solely ran on our Network online, the only other medium it used for this campaign was 1 print partner. This client used a variety of formats including an expandable banner, which we have already seen, performs well, wallpaper ads (forming a Homepage Takeover) and advertorials. The ads went through to the brand site. Other elements, editorial linked through to a MSA developed microsite providing more information on the product range. So we know that this led to high levels of dwell but what else did we find?
  • Once again the campaign stimulated search activity – in fact a 14% uplift amongst those exposed to the campaign
  • It also led to brand website traffic (microsite & brand site) almost quadrupling.
  • What we were also able to measure with this campaign was whether there were also any changes to peoples behaviours offline as a result of the online exposure. First up campaign awareness – did the people who were exposed to the campaign remember it – the majority, almost two thirds – 61% did!CLICKIt was therefore no surprise that amongst the exposed group brand awareness also improved (+7percentage points) from 40% to 47%CLICK Brand favourability over doubled (2.4 x) – from 15% to 34%CLICKLeading to a 3 percentage point increase in purchase intent from 67% to 70%.
  • So hopefully I have delivered you strong evidence to show that increased levels of online engagement i.e. – higher dwell scores leads to better brand effects. Paying greater attention to the creative, and the Dwell scores they produce, rather than click through rates, leads to better steer on how your brand is performing both on & offline.
  • Thank you for your time today – you can go to the following links above to get more information on the research, or some further thoughts on online measurement for brands.

Dwell on branding with notes Dwell on branding with notes Presentation Transcript

  • Welcome & Introduction
  • How to take over the world!
  • Size of SA digital media market
  • Nevo Hadas
    Kagiso Media Convergence
    DWELL ON BRANDING
  • You dream it…
    How can I know which onlineideas will work best?
    What impact does onlinecreativity have on brand?
  • We deliver it…
    Proof that online engagementleads to increased brand effects
  • How should I comparethese two ads?
  • Clickthroughs onlytell part of the story
  • With online we can go much further
  • We can measure active engagement with an ad
  • Dwell time
    = Time spent actively engaging
    rate
    = Rate of engagement
    =
    x
    Source: Eyeblaster
  • 25x more likely to spend time than click
    Engaged but not clicking
    Source: Eyeblaster
  • Average Dwell time
    Source: Eyeblaster
  • And how does Dwell affect…
  • What we did
    156
    avg
    14.3
    653
    avg
    2
    Source: Eyeblaster
  • 4.6 = Average Dwell
    Source: Eyeblaster (MSN UK, FR, NL, IT) 800 campaigns
  • What we did
    Source: Eyeblaster
  • What we did
    Matching groups by gender…
    Source: comScore
  • What we did
    …age, income, region…
    Source: comScore
  • What we did
    …online and search behaviour, and connection speed.
    Source: comScore
  • What we did
    Source: comScore
  • What we found
    More Dwell =
    Source: comScore
  • What we found
    More Dwell
    , More Search
    Source: comScore
  • What we found
    More Dwell
    , More Search
    Source: comScore
  • What we found
    More Dwell
    =
    Source: comScore
  • What we found
    More Dwell
    ,
    More Traffic
    Source: comScore
  • What we found
    More Dwell
    =
    Source: comScore
  • What we found
    More Dwell
    ,
    More brand engagement
    125% + page views/visitor
    Source: comScore
  • What we found
    Source: comScore
  • Comparing formats
    Source: Eyeblaster
  • Comparing formats
    Source: Eyeblaster
  • Comparing verticals
    Source: Eyeblaster
  • More Dwell, More Search
    Source: comScore
  • More Dwell, More sites visits
    Source: comScore
    Source: comScore
  • 15% to 34%
    40% to 47%
    67% to 70%
    Source: MetrixLab
  • We deliver it…
    Online - More Search
    More Traffic
    More Engagement
    Proof that online engagementleads to increased brand effects
    Offline - Awareness
    Favourability
    Purchase Intent
  • MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Interactive Panel
  • MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Glider
  • MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Full Screen Video
  • THANK YOU
    Q&A
    More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg
    More on Measurement: advertising.microsoft.com/europe/being-greater-with-data