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Ad revenue-2009-branding-on-ad-networks-091020133249-phpapp02

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  • 1. A Closer Look at Ad Networks  for Branding Campaigns Michele Madansky Oct 8, 2009 1
  • 2. What You Will See • Industry normative data that proves that ad networks can be effective for online branding • Examples of best practices for branding on ad networks 2
  • 3. What You Will See • Industry normative data that proves that ad networks can be effective for online branding • Examples of best practices for branding on ad networks What You Will Not See • Price/value analysis for ad networks versus publisher sites 3
  • 4. Ad Networks Rival Portals in Online Reach, and Far Exceed Vertical Publishers’ Reach Top 10 Ad Networks Major Publisher Sites % Reach % Reach Platform-A 91.5% Google 77.0% Yahoo! Network 86.7% Yahoo! 76.4% Google Ad Network 85.3% MSN-Windows Live 58.0% ValueClick Networks 83.1% AOL LLC 55.7% Specific Media YOUTUBE.COM 46.5% 81.9% FOX Audience Network MYSPACE.COM* 36.8% 77.4% 76.6% FACEBOOK.COM 35.0% 24/7 Real Media CNN 18.1% Traffic Marketplace 74.4% ESPN 11.1% Microsoft Media Network US 72.4% NYTIMES.COM 5.5% Tribal Fusion 71.7% Source: comScore Media Metrix, US, June 2009
  • 5. InsightNorms: Ad Networks Have Positive Brand Impact InsightNorms: Ad Networks Data Control Brand Metrics; Dec 2003-Aug 2009 n=31,357 100% Exposed n=123,117 80% 61.8% 59.2% 60% 41.8% 37.7% 34.1% 40% 32.1% 24.0% 20.1% Delta:  20% 13.0% 11.7% Exposed 1.3% 2.6% 3.9% 4.1% 2.0% - Control 0% Unaided Aided Online Ad Brand Purchase Awareness Awareness Awareness Favorability Intent Sample sizes vary across different measures. Min sample sizes are : Control N= 31.357, Exposed N= 123,117 5
  • 6. For Select Metrics, Ad Networks Outperform Campaign Norms 80% 70% 65.0% 67.0% control exposed 59.2% 61.8% 60% 50% 41.8% 44.0% 45.0% 37.7% 40% 30% 20% 2.6% 2.0% 4.1% 1.0% 10% 0% Aided Awareness - Ad Aided Awareness - Brand Favorability - Brand Favorability - Network Total Ad Network Total 6
  • 7. Dynamic Logic Normative Data Shows That AdNetworks Impact is Slightly Below Campaign Average • Purchase Intent more positively impacted by ad networks MarketNorms Average Compared to Ad Networks Average MarketNorms Average Average Ad Networks 5% 4.6% Percent Impacted 4% 3.6% 3% 2.4% 2.2% 1.8% 2% 1.5% 1.2% 1.2% 1% 0.7% 0.2% 0% Aided Brand Online Ad Message Brand Purchase/ Awareness Awareness Association Favorability Behavior Intent Source: MarketNorms: Last 3 Years, Q2/2009, N=2,371, n=3,718,839  Ad Networks: Last 3 Years, Q2/2009, N=439, n=187,614
  • 8. However, Top 20% of Campaigns on Ad Networks Far Surpassed Industry Average Best/Worst Performers on Ad Networks MarketNorms Average Top 20% Ad Networks Average Ad Networks 16.0% 15.0% 14.0% Percent Impacted 12.0% 10.0% 9.9% 10.0% 9.1% 9.2% 8.0% 3.6% 6.0% 4.6% 4.0% 2.2% 1.2% 2.4% 1.8% 1.5% 1.2% 2.0% 0.7% 0.2% 0.0% Aided Brand Online Ad Message Brand Purchase/ Awareness Awareness Association Favorability Behavior Intent Source: MarketNorms: Last 3 Years, Q2/2009, N=2,371, n=3,718,839  Ad Networks: Last 3 Years, Q2/2009, N=439, n=187,614
  • 9. While Bottom 20% Actually Harm Brands Best/Worst Performers on Ad Networks MarketNorms Average Top 20% Ad Networks Average Ad Networks Bottom 20% Ad Networks 20.0% 15.0% 15.0% 10.0% 9.9% Percent Impacted 9.1% 9.2% 10.0% 4.6% 3.6% 5.0% 2.2% 1.2% 2.4% 1.8% 1.5% 0.7% 1.2% 0.2% 0.0% -5.0% -4.3% -6.7% -6.0% -10.0% -8.7% -9.2% Aided Brand Online Ad Message Brand Purchase/ Awareness Awareness Association Favorability Behavior Intent Source: MarketNorms: Last 3 Years, Q2/2009, N=2,371, n=3,718,839  Ad Networks: Last 3 Years, Q2/2009, N=439, n=187,614
  • 10. Case Study: Compared to Publisher sites, Ad Network sites droveaction, lift message recall and association and recommendation intent  Ad Network Sites Publisher Sites Control Exposed Impact Control Exposed Impact Sample Size: X X X X Unaided Message Recall: XXXX 0% 13% +12.9 15% 16% +1.3 Message Association: XXXX 3% 8% +4.9 7% 7% +0.9 Message Association: XXXX 4% 8% +4.1 9% 9% 0.0 Online advertising recall 21% 31% +9.7 34% 39% +4.7 Purchase Intent 42% 53% +10.8 39% 45% +5.8 Recommendation Intent 8% 21% +13.6 13% 15% +1.4 Actions Taken Consider purchase 12% 24% +11.4 15% 15% +0.3 Download free trial 10% 20% +9.9 11% 12% +0.9 Visit website 11% 25% +14.2 19% 21% +2.0 Gather more info 15% 22% +7.1 17% 19% +1.7 T2 Box: Overall Opinion of Brand 48% 56% +7.8 43% 50% +6.9 Brand Opinions (Top Box) Is high quality 26% 29% +2.7 19% 24% +4.9 Always up-to-date 24% 29% +4.2 22% 25% +3.1 Is best in the category 16% 18% +2.3 10% 14% +3.9 Has improved their product 15% 17% +1.6 8% 11% +3.4 Sig @ 90%
  • 11. What are Factors That Help Branding On Ad Networks? •  Context/Targeting •  Great creative unit •  Emerging media 11
  • 12. What are Factors That Help Branding On Ad Networks? •  Context/Targeting •  Great creative unit •  Emerging media •  Let’s look at a few of those top 20% campaigns 12
  • 13. Puma Women’s Soccer Campaign
  • 14. Puma Women’s Soccer Campaign •  Contextually relevant placements generated CTRs over 20x average
  • 15. Forgetting Sara Marshall: 4Info Text Network Campaign Objectives •  Engage male users ages 18-34 •  Increase awareness of the upcoming film release •  Drive trailer views •  Drive theater visits Campaign •  Integrated media campaign: •  SMS ads placed on multiple 4INFO channels NBA Forgetting •  Branded facebook widget for mobile CHI:126 MIL: 121 F 3/4 Sarah Marshall in sports content *Been theaters 4/18. Check •  Mobile video trailers dumped? Reply it out: www. 4info.net/ix/1•  Goal: Drive trailer views + increase SARAH movie audience.
  • 16. Text Campaign Significantly DroveViewership Intent Brand Metrics 100% 88.1% 90% 80.7% 80% 68.4% 70% 65.5% 59.4% 60% 50% 43.9% 40% 27.8% 30% 20% 13.4% 19.7% 20.6% 14.4% 21.3% 10% 0% Aided Brand Recommendation Plan to See Viewed the Trailer Awareness Intent control exposed *Statistically significant difference between control and exposed group at a 95% confidence level. Results significant at 95% confidence
  • 17. 17
  • 18. Videoegg Creative Far ExceededAd Network Norms Delta Aided Brand Purchase Sponsorship between Brand Favorability Intent Ass’n control and Awareness exposed Marketnorms 4.5% 2.3% 2.0% 8.1% Brand 1 10.7% 13.3% 4.9% - Brand 2 - - 7.1% 10.1%
  • 19. Ad Networks Can be Effective (and Efficient) for BrandAdvertisers •  Advertiser Considerations: • Great creative • Appropriate contextual environment • Smart Geo/Demo/Psychographic/Behavioral Targeting • New Platforms 19
  • 20. Ad Networks Can be Effective (and Efficient) for BrandAdvertisers •  Ad Network Considerations: • Great creative (or non-horrible creative) • Contextual environment that lets the ad “breathe” • Prove that you can work for branding campaigns 20
  • 21. Thanks! •  Special thanks to Dynamic Logic, Insight Express and comScore •  michele@michelemadansky.com 21