Understanding how readers engage with marketing collateral case study by Dan Kirby - Incisive Create Ad Effectiveness
Create Presentation 5th March 2013
Digital engagement as we see itOur challenges • What are our challenges? - Saturated market place - No one likes being distracted - No one likes being sold to or shouted at • The reality is: - Users don’t like to engage with ads. - Ads need to shout for users to get attention • What are the results: - CTR’s and engagement levels are very low. - Drop offs of over 50% is the norm
How to move forward • Improve engagement with users – Users are keen to engage with website not the ads • Distribute material to the users without shouting – Don’t rely on just ads to distribute content. • Connect all aspects on digital media. – Connect all Ads, Social, Content together. – It is harder to work in isolation. • Deliver some valuable market intelligence – Connect marketing activity to sales activity
Traditional method of distribution online based on 100,000 impressions delivered.Ratio of wastage (100,000 impressions : 75visits resulting from hits) Leave siteRatio of imps delivered to direct Researchclicks landed is 1333:1 trends Fund data News stories • Approx. 80% of all traffic generated Users to advertisers site as a result of an enters web site advertising campaign arrives indirectly. • Approx. 600 visits will be generated as a result of exposure to the campaign. For every 100,000 impressions approx. 150 clicks will be generated of which approx. RATIO of impressions 50% will drop off generating 75 visits delivered to visit generated is 190:1
A Solution?• Create a user friendly advertisement for the targeted audience AND the publisher. • Build an ad that users can interact with without being taken away from the site. • An ad that will enable the user to remain within their chosen environment. • Bonus to publishers is that the ads are not driving traffic away from their site.