The Power of “Real-Time” by Gilad Coppersmith at ICEEFEST 2013

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  • Use different metric than Aided Recall – perhaps Favorability – but no control – look into more.
  • The Power of “Real-Time” by Gilad Coppersmith at ICEEFEST 2013

    1. 1. © 2013 IPG Media Lab • Proprietary & Confidential The Power of “Real-Time” A Media Trial by the IPG Media Lab
    2. 2. © 2013 IPG Media Lab • Proprietary & Confidential> IPG MEDIA LAB /
    3. 3. © 2013 IPG Media Lab • Proprietary & Confidential Mission / +  Supporting growth of IPG agencies and our clients by partnering to deploy innovation into the market
    4. 4. © 2013 IPG Media Lab • Proprietary & Confidential Time Spent with Media is Growing Rapidly 4
    5. 5. © 2013 IPG Media Lab • Proprietary & Confidential Consumers are Fully Mediated 5
    6. 6. © 2013 IPG Media Lab • Proprietary & Confidential And Have High Expectations from Us 6
    7. 7. © 2013 IPG Media Lab • Proprietary & Confidential Real Time Has Become Sexy Because of this 8
    8. 8. © 2013 IPG Media Lab • Proprietary & Confidential 9
    9. 9. © 2013 IPG Media Lab • Proprietary & Confidential But Real Time Marketing isn’t That Easy 10
    10. 10. © 2013 IPG Media Lab • Proprietary & Confidential “In order to be truly beneficial for the brand, real-time marketing must align short-term, fleeting attention on the stories of the day with the long-term brand narrative” 11Source: http://www.edelmandigital.com/2013/04/22/real-time-marketing-is-driving-the-long-term-brand-narrative
    11. 11. © 2013 IPG Media Lab • Proprietary & Confidential It Takes Serious Organization 12
    12. 12. © 2013 IPG Media Lab • Proprietary & Confidential The Reality is, That Just Isn’t Going to Happen For Most Clients in the World 13
    13. 13. © 2013 IPG Media Lab • Proprietary & Confidential 15
    14. 14. © 2013 IPG Media Lab • Proprietary & Confidential We Know Large Ads With Rich Functionality Outperform Smaller, Less Functional Ads 16 300 x 250 v Δ=345 % 300 x 600 vv Portrait Benchmark include Q1-Q4 2010 Rich Media
    15. 15. © 2013 IPG Media Lab • Proprietary & Confidential Larger Interactive Ads Impact Purchase Funnel IAB Portrait generates higher ad effectiveness response at every level of the purchase funnel. IAB PORTRAIT AD * TOP TWO BOX ** TOP BOX Online awareness 42% 54% +25% Ad believability* 68% 75% +19% +16% Brand interaction* 41% 49% +18% Visit site/Become FB fan* 24% 34% +43% Recommend to family/friends* 26% 35% +33% Purchase intent** 16% 21% +33% Competitive Ads include 300x250 and 300x600 COMPETITIVE ADS 17
    16. 16. © 2013 IPG Media Lab • Proprietary & Confidential As An Extension Of This, We Believe That “Real-Time” Content Lifts Performance As Well 18
    17. 17. © 2013 IPG Media Lab • Proprietary & Confidential IPG Media Lab Tested Two Hypotheses 19 Ads that leverage “real–time” content perform better than those that do not Different types of ad functionality work better on different devices
    18. 18. © 2013 IPG Media Lab • Proprietary & Confidential Research Overview 20 • IPG Lab conducted two virtual lab tests across three industries (Finance, CPG, and Auto) What? • Adults, 18+ who visit auto, finance, or parenting websites (real-time test n=1,539; cross-screen test n=1,813) Who? • Representative online panelWhere? • February 22nd – March 14th 2013When?
    19. 19. © 2013 IPG Media Lab • Proprietary & Confidential Participant Experience For “Real-Time Ads” Test Recruit 1,539 participants from online panel Survey for screeners; direct participants to content based on media consumption habits Final survey: ad recall, purchase intent, etc. 21 Standard Ad Ad With Image Gallery & CTA Ad With Real- Time Content Ad With Image Gallery & Video Participants asked to view a Finance, Parents, or Auto webpage with contextually relevant ad; Ad interactions tracked via Pictela Real-Time Test
    20. 20. © 2013 IPG Media Lab • Proprietary & Confidential Various Forms Of Real-Time Content Tested 22 Finance Stock Info & News CPG Facebook Posts Automotive Local Weather Forecast Real-Time Test
    21. 21. © 2013 IPG Media Lab • Proprietary & Confidential Participant Experience For “Cross-Screen” Test Recruit 1,813 participants from representative online panel Survey about consumption habits; directed to test groups based on consumption behaviors 23 Image Gallery (33%) Video Player (33%) Facebook Feed (33%) Image Gallery (33%) Video Player (33%) Facebook Feed (33%) Image Gallery (33%) Video Player (33%) Facebook Feed (33%) Participants on each device asked to view a webpage, which includes a test ad Final survey; ad recall, brand perceptions, etc. Cross-Screen Test
    22. 22. © 2013 IPG Media Lab • Proprietary & Confidential Three Pictela Functionalities Tested 24 Image Gallery Video Player Facebook Feed Cross-Screen Test
    23. 23. © 2013 IPG Media Lab • Proprietary & Confidential Each Functionality Tested Across Each Device 25 Tablet Smartphone PC Cross-Screen Test
    24. 24. © 2013 IPG Media Lab • Proprietary & Confidential Consumers 2X As Likely To Interact With Intent When Content Is Real-Time 26 Interactions With Intent (%) 12% 12% 24% 27% Total Audience In-Market Audience Non Real-Time Real-Time Ad In Market: Non Real-Time Ads n =185; Real-Time Ads n=89 Total Audience: Non Real-Time Ads n =587; Real-Time Ads n=288 Interactions With Intent: % of viewers who actively and intently engage by: 1) Rolling over ad for min of 0.5 seconds 2) AND conducting a min. of one positive action (e.g. expand, click-through, play video, etc.) Real-Time Test
    25. 25. © 2013 IPG Media Lab • Proprietary & Confidential Real-Time Content Also Drives Higher Number of Meaningful Interactions 27 Average # of Interactions With Intent 2.6 2.5 3.1 3.2 Total Audience In-Market Audience Non Real-Time Real-Time Ad In Market: Non Real-Time Ads n =185; Real-Time Ads n=89 Total Audience: Non Real-Time Ads n =587; Real-Time Ads n=288 # of Interactions With Intent: Of those who interact, the number of times: 1) Roll over ad for min of 0.5 seconds 2) AND conduct a min. of one positive action (e.g. expand, click-through, play video, etc.) Real-Time Test
    26. 26. © 2013 IPG Media Lab • Proprietary & Confidential Strong Branding/Images In Real-Time Content Needed To Keep Awareness High 28 45% 65% 34% 57% Unaided Ad Recall Aided Ad Recall Non Real-Time Ads Real-Time Ads Ad Recall Among Those In-Market In Market: Non Real Time Ads n=297; Real-Time Ads n=95 Select Brand Non Real-Time n=307; Real-Time n=102 Real-Time Test 35% 50% 36% 55% Unaided Ad Recall Aided Ad Recall Non Real-Time Ads Real-Time Ads =Statistically significant difference between Non Real-Time & Real-Time Ads at 90% confidence Ad Recall Among Ads With Strong Branding in RSS Feed
    27. 27. © 2013 IPG Media Lab • Proprietary & Confidential Incorporating Real-Time Content Into Ads Drives Favorability & Intent 29 60% 58% 68% 69% Brand Favorability Purchse Intent Non Real-Time Ads Real-Time Ads Non Real-Time Ads n =297; Real-Time Ads n=95 Persuasion Metrics Among Those In-Market Real-Time Test
    28. 28. © 2013 IPG Media Lab • Proprietary & Confidential Phone: Feature Facebook Feed Tablet: Feature Video Player PC: Feature Image Gallery 30 Facebook Video Images Unaided Recall 40% 38% 39% Aided Recall 65% 61% 63% Ad Attributes 61% 54% 57% Brand Favorability TB 28% 25% 28% Purchase Intent TB 15% 22% 17% Facebook Video Images 62% 64% 62% 74% 79% 77% 60% 64% 64% 27% 26% 21% 16% 18% 12% Facebook Video Images 48% 52% 45% 71% 71% 72% 58% 63% 64% 28% 24% 29% 16% 14% 17% Widgets Test
    29. 29. © 2013 IPG Media Lab • Proprietary & Confidential IMPLICATIONS 31 • Advertisers should incorporate relevant “real-time” content in ads to engage consumers and drive hard-to-move metrics • Get creative with ways keep branding and images in “real- time” content to keep consumer attention high • Make sure to optimize across screens by including functionality that is native to the device

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