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Rich Media AdFX
 

Rich Media AdFX

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    Rich Media AdFX Rich Media AdFX Presentation Transcript

    • Rich Media AdFX Understanding the effectiveness of rich media ads
    • Rich media advertising is defined as: advertisements with which users can interact (as opposed to solely animation) in a web page format. - IAB Rich Media Measurement Guidelines Yahoo! Confidential 2 2
    • Portfolio of metrics By tili i B utilizing various metrics to measure ad effectiveness throughout the i ti t d ff ti th h t th sales funnel, the Rich Media AdFX study offers a comprehensive view of rich media ad performance. Rich Media AdFX portfolio of metrics During Ad Ad • Interaction rate Exposure Engagement • Click-through rate Brand and • Brand awareness Site Post Engagement • Site engagement Ad Exposure • Purchase intent Conversions • Offline sales lift • ROI Yahoo! Confidential 3 3
    • Some questions we answer Do rich media ads drive ad interactions? Brand awareness? Site engagement? Offline sales? How do interaction rates and brand awareness on Yahoo! compare with the marketplace? What Wh t are best practices for ad targeting and creative design? b t ti f dt ti d ti d i ? Yahoo! Confidential 4 4
    • Agenda Why Rich Media Wh Ri h M di Why Yahoo! Targeting Your Campaign Designing Your Creative Implications
    • Rich Media AdFX Why Rich Media Why Yahoo! Targeting Your Campaign g g p g Designing Your Creative Implications
    • Ad Brand / Site Conversion Engagement Engagement Rich media ads encourage higher click-through and interaction rates g CTR Interaction Rate 7.4% 1.5 1 N/A Rich Media Static Rich Media Static Rich media ads on Yahoo! have a 1.5x CTR and a 7.4% interaction rate compared with static display ads on Yahoo! Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 7 7
    • Ad Brand / Site Conversion Engagement Engagement Brand influence for rich media ads is higher g Yahoo! Campaigns Delta-difference Delta difference between control and exposed at 1 frequency Rich Media Banner/Flash 7.5 ge Delta - % point chang 6.4 5.5 2.0 a 1.4 NSS Unaided Aided Online Ad Awareness Awareness Awareness Rich media ads on Yahoo! perform better on upper-funnel (awareness) brand metrics compared with non-rich media ads on Yahoo!. InsightExpress InsightNorms Campaigns measured 4/1/06 – 3/31/10 Yahoo! Confidential 8 8
    • Ad Brand / Site Conversion Engagement Engagement Site engagement - definitions Site engagement is a measure of page views per day on the advertiser’s site in the “during” and “post” campaign periods compared with “pre-” campaign. Campaigns are rich media ad campaigns Advertiser’s sites were based on advertiser-owned (n=47) consisting of lines that often differ by domains and ad click URLs. time and placement within a single campaign. Example: •During was the time period in which the impressions of a given line of a campaign were served •Pre and post were the time periods before and after the “during” time period and equal in length with a minimum of 7 days Yahoo! Confidential 9 9
    • Ad Brand / Site Conversion Engagement Engagement Site engagement of rich media ads on Yahoo! increased significantly g y Lift in View-through Site Engagement 90% increase in Lift in Site Pag Views per Day y 90% site engagement “during” campaign 45% ge 45% increase During Post “post” campaign Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 10
    • Ad Brand / Site Conversion Engagement Engagement Purchase intent of Yahoo! rich media ads Yahoo! Campaigns Delta-difference Delta difference between control and exposed at 1 frequency Rich Media Banner/Flash 6 50% greater ge 5.8 58 Delta - % point chang 5.6 purchase intent delta 4.6 4.0 3.0 a Message Brand Purchase Association Favorability Intent Rich media ads on Yahoo! perform about the same or better on lower-funnel (persuasion) brand metrics compared with non-rich media ads on Yahoo!. InsightExpress InsightNorms Campaigns measured 4/1/06 – 3/31/10 Yahoo! Confidential 11 11
    • Ad Brand / Site Conversion Engagement Engagement Offline sales & ROI increased for rich media ads on Yahoo! Offline Sales Lift ROI 2.7 23.5% 22.0% 2.3 Rich Media Non-Rich Rich Media Non-Rich Media Media Rich media ads on Yahoo! drive offline sales and generate a 2.7x return on campaign spend. This is a 15% higher ROI compared with non-rich media ads on Yahoo!. Data Source – Nielsen Consumer Direct Yahoo! Confidential 12 12
    • Rich Media AdFX Why Rich Media Why Yahoo! Targeting Your Campaign Designing Your Creative Implications
    • Ad Brand / Site Conversion Engagement Engagement Yahoo! campaigns outperform the marketplace in interaction rate and time p Interaction Rate Average Interaction Time (% of impressions) (seconds) 16.8 7.4% 14.7 6.0% Yahoo! Other Portals Yahoo! Other Portals Campaigns (excl Yahoo!) Campaigns (excl Yahoo!) Rich media ads on Yahoo! have 1.25x interaction rate compared with other portals. PointRoll 2009 Data Yahoo! Confidential 14 14
    • Ad Brand / Site Conversion Engagement Engagement Yahoo! interaction rates greater than average in 8 of top 10 categories g p g Interaction Rate Yahoo! Campaigns Other Portals (excl Yahoo!) Consumer Goods Manufacturers 8.7% 7.1% Retail 8.3% 5.2% Food & Beverage Manufacturers 7.6% 7.0% 7.5% Telecommunications 7.7% Entertainment 6.8% 5.0% Restaurants & Food Service 6.5% 5.6% Government 6.4% 6.2% 6 2% Automotive 6.3% 5.0% Finance 5.9% 3.8% 4.8% Sports & Fitness p 10.4% 10 4% PointRoll 2009 Data Yahoo! Confidential 15 15
    • Ad Brand / Site Conversion Engagement Engagement Yahoo! campaigns outperform the marketplace in brand equity impact p q y p Yahoo! Campaigns Delta-difference between control and exposed at 1 frequency Yahoo! Campaigns All Campaigns 7.5 6.0 Delta - % po change 5.6 4.6 oint 1.6 16 1.2 -1.2 -0.6 Aided Message Brand Purchase Awareness Association Favorability Intent InsightExpress InsightNorms Campaigns measured 4/1/06 – 3/31/10 Yahoo! Confidential 16 16
    • Rich Media AdFX Why Rich Media Why Yahoo! Targeting Your Campaign Designing Your Creative Implications
    • Targeting your rich media ad buy We assessed 400 rich media campaigns We assessed 400 rich media campaigns p g Found that three main targeting buys account for 90% of all rich media impressions: Run-of-Network with behavioral targeting Media property buy with no additional targeting Communications property buy with demo targeting Each targeting buy employs a different approach to reaching a desired audience Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 18 18
    • Performance of rich media ad targeting Run-of-network with BT Communications property with demo targeting Reach Media Property with no additional targeting Interaction Rate • There is a tradeoff between reach and interaction rate for each targeting buy • Media property buy with no additional targeting has the highest interaction rate • Run-of-network with behavioral targeting has the highest reach Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 19 19
    • Targeting implications for marketers If your campaign goal is to: i li t Choose: Ch • Contextual targeting on • Maximize ad engagement relevant sites • Reach a sizable audience • Behavioral targeting across for a specific interest p the Yahoo! Network th Y h ! N t k category • Market a universal product • Demographic targeting to a broad audience Yahoo! Confidential 20 20
    • Rich Media AdFX Why Rich Media Why Yahoo! Targeting Your Campaign Designing Your Creative Implications
    • Rich media with vs. without video The addition of video to rich media ads results in significant lifts in both CTR and interaction rates +85% interaction rate +19% CTR Rich media without video Rich media with video Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 22 22
    • In-stream video vs. in-banner video -30% cost per interaction -22% cost per completion In-stream video In-banner video In-banner video is a more cost efficient alternative to in-stream video, and is often effective for… • BRANDING: Trying to drive interactions and views • REACH: Attempting to reach a large and diverse population • EFFICIENCY: Working with a budget Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 23 23
    • In-banner video completion rates Over half of auto play video impressions are watched to completion, compared to just 3% of rollover to play Complete Incomplete Auto Play Rollover to Play 3% Data Source: - Yahoo! Behavioral ad data for Rich Media Ad Campaigns in 2009 Yahoo! Confidential 24 24
    • Video implications for marketers In-Banner Video • In order to drive higher interaction rates with rich media ads, consider adding in-banner video as it provides a significant lift (+85% interaction rate) • If the goal of a video is to drive interaction, in-banner video offers a more efficient option than in-stream video (-30% cost per interaction) In Banner In-Banner Video Completion Rates • Ad technology: In order to achieve a higher rate of video completion, employ more auto play functionality instead of rollover to play • Creative: T maximize potential of rollover to play video, th non-video portion C ti To i i t ti l f ll t l id the id ti of the ad should function self sufficiently, not solely as a driver of video views Yahoo! Confidential 25 25
    • Gaming features generate more interactions and g greater time spent p 30 seconds Engagement by Ad Feature File Download Gaming econds Movie Connect Audio Forced Average Time Spent - Se Video Video Survey Ad Control Interactivity 0% 16% Dynamic Data Interactive Video Data Text Collection Reminder Messaging Instant Email Promo Coupon 0 seconds Interaction Rate - % of Impressions PointRoll 2009 data Client examples by ad feature Yahoo! Confidential 26 26
    • Gaming features generate more interactions and g greater time spent p 30 seconds Engagement by Ad Feature File Download Gaming econds Movie Connect Audio Forced Average Time Spent - Se Video Video Survey Ad Control Interactivity 0% 16% Dynamic Data Interactive Video Data Text Collection Reminder Messaging Instant Email Promo Coupon Incorporate features based on campaign objective For branding use functionality such0as video, polling, and gaming seconds For direct response use functionality such as data collection and sweepstakes Interaction Rate - % of Impressions PointRoll 2009 data Client examples by ad feature Yahoo! Confidential 27 27
    • Creative should stand on its own Since 93% of impressions do not generate an interaction, brand logo and key messages should be b present on all f t ll frames of the creative Source: Dynamic Logic Online Creative Best Practices-10 Tips To Maximize Brand Impact Oct 2009 Yahoo! Confidential 28 28
    • Rich Media AdFX Why Rich Media Wh Ri h M di Why Yahoo! Targeting Your Campaign Designing Your Creative g g Implications
    • Rich media ads on Yahoo! outperformed non-rich media throughout the sales funnel g Ad • Interaction rate: 7.4% Engagement • CTR: 1.5x static Brand and • Aided brand awareness lift: 3.8x non-rich media Site Engagement • View through site engagement lift: +90% • Purchase intent lift: 1.5x non-rich media Conversions • Offline sales lift: +23% • ROI: 2.7 (15% higher than static ads) Yahoo! Confidential 30 30
    • Key takeaways – benefits of rich media  Rich media is a platform that enables advertisers to tell a story and consumers to jump in and engage with the brand  Rich media ads on Yahoo! generate more brand awareness and a higher ROI than non-rich media ads  Rich media ads on Yahoo! outperform the marketplace in interactions time spent, and brand awareness interactions, spent Yahoo! Confidential 31 31
    • Key takeaways – rich media best practices When selecting ad placement and targeting buy, consider  • contextual property buy for specialized products to maximize interactions • behavioral targeting across the Yahoo! network to maximize reach • demo targeting for universal products to reach a broad audience To drive higher ad engagement, consider using in-banner  video. To achieve higher in-banner video completion rates, in banner opt for auto play vs. rollover to play.  Incorporate features into the creative based on the campaign objective. Place messaging on all frames of the creative. Yahoo! Confidential 32 32
    • B2B Insights Phylis Savari, David Laird, Sahil Anand, Keval Patel, Athena Vasile Data powered by User Data Analytics (UDA) Gary Thwing, Kenneth Lin
    • Data sources & methodology Ad Interactions This data is from Yahoo! Ad Systems and includes various video ad basic metrics (e.g. ad views) and advanced metrics (e.g. interaction rates). Data was collected over 2009. Site Engagement This data is from Yahoo! Toolbar User Opt-in Panel, and is anonymously joined with rich media ad serving data to identify users exposed to rich media ads. Lift is measured based on daily average page views and unique users before the campaign, Vs. during and after the campaign. Brand Impact This data is from InsightExpress’s InsightNorms database and includes a variety of Brand Awareness metrics for Yahoo! measured campaigns. Lift is measured based on an InsightExpress-proprietary test/control methodology. Data was collected over 4/1/2006 – 3/31/2010 Conversions This data is from the Yahoo!-Nielsen Consumer Direct panel of users and includes offline sales lift and ROI for seven rich media campaigns on Yahoo!. Lift is measured based on a Nielsen-proprietary test/control methodology. Data was collected over 2009. p p y gy Interaction Rate and Time Benchmarks This data is from PointRoll and includes Interaction Rate and Time on Yahoo! versus other Portals. Data was collected over 2009 Yahoo! Confidential 34 34
    • Appendix