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Yahoo!'s An Ad is Not Just an Ad Research
 

Yahoo!'s An Ad is Not Just an Ad Research

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Yahoo! Canada's research into the facets of better online advertising - and how marketers can use ad size, richness and environment to increase the impact of their ad campaigns.

Yahoo! Canada's research into the facets of better online advertising - and how marketers can use ad size, richness and environment to increase the impact of their ad campaigns.

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    Yahoo!'s An Ad is Not Just an Ad Research Yahoo!'s An Ad is Not Just an Ad Research Presentation Transcript

    • Nick Drew Research Manager Yahoo! Canadaadvertising.yahoo.ca/insights
    • Advertising Still Has a Role to Play FIRST AWARENESS Advertising 43% DISCOVERY Store Promotion 36% CONFIDENCE Mention on TV 38% PRODUCT IS RIGHT FOR Mention in Print 35% ME MORE INFORMATION Consumer Needs ABOUT THE BRAND/ PRODUCT Product Information Advertising 38% Expert Views Sales Assistant 41% Consumer Experiences Brand Website 45% Buying InformationRECOMMENDATIONS Subject-specific forums 37% TRUSTWORTHY RECOMMENDATIONS INFORMATION COMPARE PRODUCTS Despite the increasing focus on social tools and word of mouth, advertising is still a crucial channel for consumers and brands. Yahoo!’s ‘Consumers Know Best’ study showed that advertising remains the primary means for consumers to discover new products and brands.
    • ...And It’s Everywhere
    • ...And It’s EverywhereThe challenge for brands is to ensure that their messaging stands out, in a world in which consumers are deluged with advertising from every medium and outlet.
    • The Fundamentals of (Offline) Advertising Size matters. The richness of an ad is important. Environment plays a crucial role. Offline, brands include three key considerations in their campaign planning to ensure that their messaging is eye-catching, memorable and effective.
    • In Advertising, Size Matters
    • The Impact of Size Online LRec (300x250) V Banner WSky Half page Sm (300x600) Full Button L Rec page ad (336x280) 50 100 150 200 250 300 350 400 Ad area (000s pixels) Online, we can use Dynamic Logic’s normative ad effectiveness database to compare the average impact of ads of different sizes. Here we’ve charted them by total ad area in pixels.Source: Dynamic Logic normative data, N America, last 3 years, Q2 ‘11
    • The Impact of Size Online 6% Increase in brand awareness from ad 5% exposure Full 4% page ad 3% LRec 2% Half page (300x250) WSky (300x600) 1% L Rec (336x280) Correlation= 0.92 0% 50 100 150 200 250 300 350 400 -1% V Banner Ad area (000s pixels) Sm -2% Button There’s a very strong correlation between ad size and average lift in brand awareness – the bigger an online ad is, the bigger impact it has, on average.Source: Dynamic Logic normative data, N America, last 3 years, Q2 ‘11
    • Size MattersAnd we can appreciate, qualitatively, that there is a difference between a small box...
    • Size Matters ...and a full-page ad.
    • Richness OfflineIn recent years we’ve seen increasingly creative ad executions offline, as brands strive to make formerly flat canvases more interactive engaging.
    • Richness OnlineAnd online there are many options to do likewise, through use of flash, rich media units and expandable and interactive ads.
    • Richness Online Increase in brand awareness from exposure to ads 2x impact of static ads 1.31% 1.52% 1.64% 1.83% 2.59% Static image Simple flash Rich media Expandable In-stream video Returning to Dynamic Logic’s normative database, on average those ads that utilise these technologies have a significantly greater impact than static units.Source: Dynamic Logic normative data, N America, last 3 years, Q2 ‘11
    • The Impact of Richer AdsTo understand this impact in more detail, we focused on two campaigns and inserted three different ads from each into an otherwise identical test webpage. Participants were asked to read the page and then asked a series of related questions.
    • The Impact of Richer Ads Unaided recall of advertised brand 1.5x impact of static ads 30% 33% 43% 300x250 static 300x250 flash Rich media expandable In our test environment, we found that the expandable versions of the ads were significantly more memorable than their static or flash counterparts. (For eachcampaign, the creative imagery and messaging was the same in each ad execution).
    • The Fundamentals Size matters. The richness of an ad is important.Environment plays a crucial role.
    • Environment – What It Means VS VSOffline, environment is hugely important; where an ad is placed has a massive impacton whether it’s seen and noticed, and the expectations consumers have of the brand.
    • But Does It Matter Online? Lift in brand metrics from exposure to ads Online Ad Awareness 30% better Aided Brand Awareness 33% better Brand Favorability 160% better Ad Network Portal Purchase Intent 266% better Online, Dynamic Logic’s normative data show that ads on portals do perform significantly better on a range of metrics than those appearing on ad networks.Source: Dynamic Logic normative data, N America, last 3 years, Q2 ‘11
    • The Impact of EnvironmentAgain we explored this in more detail by placing two ads (300x250 flash) into fourdifferent test webpages, showing each page to a sample of consumers, and asking them about the page and any advertising they recalled.
    • The Promise of Premium 58% The text and images were easy to read 71% 36% I liked the mix of text and images 54% 28% I enjoyed it 45% 28%My attention was captured and held by it 41% Non-premium 19% Premium I wanted to visit this webpage again 28% Two of the test pages were from premium news websites; two were from less popular ‘long-tail’ news sites. The premium sites had significantly better user scores on layout, enjoyment and immersion.
    • The Promise of Premium 58% Easier to read The text and images were easy to read 71% 36% I liked the layouttext and images Better mix of 54% 28% More enjoyable I enjoyed it 45% 28% More immersiveMy attention was captured and held by it 41% Non-premium 19% Premium I wanted torepeat visits More visit this webpage again 28%
    • The Promise of Premium 58% Easier to read The text and images were easy to read Better layout 71% More enjoyable More immersive 36% I liked the mix of visits images More repeat text and 54% 17% 28% More engaged users I enjoyed it 45% 26% 28%My attention was captured and held by it 41% Non-premium 19% Premium I wanted to visit this webpage again 28% And this results in a significantly larger number of visitors to the premium sites being highly engaged with the content there.
    • The Impact on AdvertisersNon-Premium Sites Premium Sites Non-Premium Sites Premium Sites 17% better than 10x impact of non-premium non-premium 35% 41% +0.4 +3.9 Better Brand Recall Bigger Increase in Brand Choice The effect also stretches to the impact of ads on the pages. The same ad, whenplaced in a premium online environment, performs significantly better than when seen on a less-premium webpage.
    • The Fundamentals of (Online) Advertising Size matters. The richness of an ad is important. Environment plays a crucial role.
    • What It All Means for Brands
    • What Do We Know?• Bigger ads perform better• Richer ads generate more engagement, greater impact• Environment is key
    • These Ads Have One Thing in Common Tippex 2011 Webby Winner Air New Zealand 2011 Webby Winner Burger King 2010 Cannes Lions Winner Ultimately, the campaigns that stand out – to consumers, to marketers, (to awards committees!) – are those that think outside the box, literally and figuratively, and use size, technology and environment to build the best brand experience.
    • Nick Drew Research Manager Yahoo! Canadaadvertising.yahoo.ca/insights