The Media Buying process has changed: from Media Buying, we have moved to Audience Buying.The available data can assist us –like never before- to effectively reach our Target Group.It is obvious that the data analysis part of the Digital Advertising field has grown. From AdMen, we have become MathMen!
The process we are going through can be labeled the ‘Scientification’ of Media. The major changes in our field being the following ones.But, the Engineers of our trade should still work with the Poets! Literally, those responsible for the Quantitative part of a campaign, should work along with the Creative people on board.Creativity is still dominant!
Therefore, Engaging the User and having him spend time with a Banner is crucial.
Dwell Time increases the effectiveness of a Web campaign. In order to get Users engaging with your Banner, you must go the extra mile.Standard Banners do not have this effect. Rich Media will give you the most both immediately and in the longer term. Rich Media Banners boost conversion!
This depicts the impact of Banner formats to Dwell Time!
This depicts the impact of Video on Dwell Time!
Mediamind, the Ad Serving Platform that Thinkdigital works with and represents in the South European Region, conducted a study in 2011 to fully comprehend the efficiency of Rich Media Ads.
The analysis shows that users exposed to rich media ads are far more likely to end up on your website to seek information about your products or complete a purchase. While rich media is a proven way to get users excited about products or services by engaging with banners, this data shows that rich media also has power to drive users to action and to your site.To quantify the value added by rich media, we compared the share of users who ended up on the website after seeing rich media versus the share of users who ended up on the site after seeing standard banners. This included site visitors who clicked on the banner, typed the URL or searched. Results show that users who have last seen a rich media ad are nearly three times more likely to browse to the advertiser’s website vs. those who have last seen a standard banner. Banners with video are truly a bonanza. Advertisers who added video to the banner boosted site visits six-fold vs. standard banners.
Rich media is also more likely to spur users to action. We compared rich media and standard banners in terms of the likelihood of users clicking on the banner and ending up on the website (excluding accidental clicks that did not result in a website visit). Results show that users are four times more likely to click and visit the advertiser site after watching rich media ads vs. standard banners and nine times more likely after viewing rich media with video.
According to comScore, many site visitors arrive there based simply on banner exposure, without clicking on the ad. This is a testament to the branding power of display banners—users retain the advertising message and independently visit the site to explore further.Results of our analysis show that even for visits generated without a click, rich media is far more effective than standard banners. Users who viewed rich media are 1.7 times more likely visit the advertiser’s site vs. standard banners, while users who viewed rich media with video are 1.9 times more likely.
Users who Dwell, Convert!An increase in Dwell rate from 20% to 35% translated to an increase in conversion from 0.6% to 1.5%, an increase of 150%!
I will now show a number of successful Case studies of campaigns that have used Rich Media to attract various actions from Users: from Direct Clicks to Post-Click Action.
In the creative zone you can find tons of creative examples from all over the world.
The impact of rich media - Robert Pefanis at IAB Forum 2012
The Impact of Rich Media Robert PefanisInternational Sales Director
Media Evolution!1. Multitude of2. Data DrFrom Media Buying3. Mark to Audience Buying!4. Facebook & the Social Data Layer5. Automated Media Buying6. Creativity on Tech Steroids7. It gets contagious
Rapid Changes in the Media Scene1. Multitude of Touchpoints2. Data Driven Marketing3. Facebook & the Social Data Layer4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious
Poets vs. EngineersWe have to attract Users to spend time with ourads: the Creative element!It’s not only about Targeting, Delivering andAnalysis: The Target Audience should engage! Dwell Time is crucial!
You remember30% what you see50% what you see & hear70-90% what you see, hear& touch
Ad Format Comparison Expandable Banners have the highest Dwell Time
Rich Media Ads are a Favorite for:Brand Advertising Movie Opening Product LaunchesBrand Advertising Movie Opening Product Launches
They are also proving to be a powerful channel for performance advertisers who want to increase traffic and sales.TRAFFICSALES
Rich Media effectiveness study The study analyzed 24,000 creatives More than 12 Billion impressions Site visits were measured using landing page conversion tags* Served in North America between July and December, 2011.
Rich Media Boost Site Visits Three-fold; with Video, Six-fold Site Visits by Format 600% 500% 400% 300% x6 200% 100% x3 0% Standard Banner Rich Media Rich Media with Video
Branding: Rich Media Boosts Visits of Non-clicking Users Nearly Two-fold Post-impression Site Traffic by Format200%160%120%80% X1.7 X1.940% 0% Standard Banner Rich Media Rich Media with Video
Direct Response: Rich Media Boosts Post-click Site Traffic Four- fold, with Video, Nine-fold Post-click Site Traffic by Format 1000% 800% 600% 400% X9 200% X4 0% Standard Banner Rich Media Rich Media with Video