Future Formats, Brand Effectiveness
and Measurement
Steve Chester,
Director of Data & Industry Programmes, IAB
2nd October...
Agenda
1. IAB Video Rising Stars
2. Brand Effectiveness -
Interactive Formats
3. Measurement
• Viewable Impressions
• Digi...
1. IAB Video Rising Stars
5 Formats
IAB Digital Video
Rising Stars
Description Why Selected
Filmstrip Scrollable, multipanel, horizontal unit,
much ...
Display Rising Stars
http://www.iabuk.net/resources/standards-and-guidelines/display-advertising-guidelines
2. Brand Effectiveness
Background and Methodology
• Performance of formats across five key brand metrics
• Aided Brand Awareness
• Online Ad Awar...
* Exposure to these formats not always mutually exclusive due to sample sizes
Background and Methodology
• Three new onlin...
Formats analysed
Wall Paper
Billboard
HalfPage
MPU
Banner
Skyscraper
Billboard
Half Page
Wallpaper
Results02 October 2013iabuk.net/contact
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Aided Brand Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Wallpaper shows th...
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Online Ad Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard drama...
0%
1%
2%
3%
4%
5%
6%
Message Association
Wallpaper Half Page MPU Skyscraper Banner
Wallpaper offers greatest uplifts in
Me...
-2%
-2%
-1%
-1%
0%
1%
1%
2%
2%
3%
3%
Brand Favorability
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard most...
-2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
Purchase Intent
Wallpaper Half Page MPU Skyscraper Banner
Skyscraper (fol...
The best performing formats
Brand metric Best
performing
format
Uplift of
best format
Average uplift of
traditional format...
Recommendations
• Larger formats perform particularly well at the start of the
purchase funnel – campaigns should be plann...
3. Measurement
US - Making Measurement Make Sense
(3MS) – What & Who?
A cross-industry collaboration that will
improve planning, buying a...
US - Making Measurement Make Sense (3MS) –
5 Guiding Principles of digital measurement
1
• We need to move to a “viewable ...
Proposed Viewable Impression Standard
– most display ads
50% of the ad
viewable for a
minimum of
1 second
Results in 2012……
• MRC overseeing measurement. Last test:
• 3 billion impressions, 22 campaigns, 17 advertisers, 12
agenc...
Revised Proposed Standards – Video,
Rising Stars & Mobile
Some questions arising / other thoughts
• Screen resolution?
• Yield concerns . Will price/CPMs increase?
• More above the...
Viewable Impressions Cross-Industry
Working Group
Revised IAB UK 5 step plan
IAB US
• Continued engagement with IAB US & MRC to view results,
recommendations, next steps, t...
Thank You!
steve@iabuk.net
Steve Chester- Breakfast & Brains October 2013
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Steve Chester- Breakfast & Brains October 2013

  1. 1. Future Formats, Brand Effectiveness and Measurement Steve Chester, Director of Data & Industry Programmes, IAB 2nd October 2013
  2. 2. Agenda 1. IAB Video Rising Stars 2. Brand Effectiveness - Interactive Formats 3. Measurement • Viewable Impressions • Digital GRPs
  3. 3. 1. IAB Video Rising Stars
  4. 4. 5 Formats IAB Digital Video Rising Stars Description Why Selected Filmstrip Scrollable, multipanel, horizontal unit, much like “The Filmstrip” Display and Mobile Standard Ad Units Richly engaging experience with tons of content possibilities delivered in page with users fully in control Ad Control Bar Sitting above the player controls, an elegant interface allowing viewers to engage in multiple ways, if they so choose Allows any ad to be interactive without affecting video ad content TimeSync Rich ad content overlaid on video, changing in sync with video ad content Targets and invites interaction at the most appropriate moments Extender Allows viewer to choose to continue viewing ad content Provides opportunity for deep video engagement, with permission Full Screen Invites viewer to interact and then fills player with a full canvas of interaction possibilities including more video, social and catalogs Allows for an immersive, in-page ad experience, with users in control
  5. 5. Display Rising Stars http://www.iabuk.net/resources/standards-and-guidelines/display-advertising-guidelines
  6. 6. 2. Brand Effectiveness
  7. 7. Background and Methodology • Performance of formats across five key brand metrics • Aided Brand Awareness • Online Ad Awareness • Message Association • Brand Favourability • Purchase Intent • Based on • 910,762 respondents from 15 countries including UK, USA, Europe, South America and Australasia • 940 campaigns measured • 18,724 unique combinations of creative and website use Sales Funnel
  8. 8. * Exposure to these formats not always mutually exclusive due to sample sizes Background and Methodology • Three new online display formats • Billboard* (970 x 250) • Wall Paper* (custom) • Half page (300 x 600) • Three established online display formats • MPU (300 x 250) • Banner (728 x 90) • Skyscraper (160 x 600) • Retrospective analysis of global campaigns in 2010 & 2011 using Dynamic Logic MarketNorms® data
  9. 9. Formats analysed Wall Paper Billboard HalfPage MPU Banner Skyscraper
  10. 10. Billboard
  11. 11. Half Page
  12. 12. Wallpaper
  13. 13. Results02 October 2013iabuk.net/contact
  14. 14. 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% Aided Brand Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Wallpaper shows the greatest uplift in Brand Awareness Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK Upliftamongstthoseexposedto… Q: Have you heard of the following brand?
  15. 15. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Online Ad Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Billboard dramatically out performs all formats for Ad Awareness Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK Upliftamongstthoseexposedto… Q: Have you seen the following brand advertised online in the past 30 days?
  16. 16. 0% 1% 2% 3% 4% 5% 6% Message Association Wallpaper Half Page MPU Skyscraper Banner Wallpaper offers greatest uplifts in Message Association Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK, insufficient sample size to break out results for Billboard Upliftamongstthoseexposedto… Q: Which of the following brands, if any, uses the following message in its advertising?
  17. 17. -2% -2% -1% -1% 0% 1% 1% 2% 2% 3% 3% Brand Favorability Billboard Wallpaper Half Page MPU Skyscraper Banner Billboard most positive in driving Brand Favourability Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK Upliftamongstthoseexposedto… Q: How would you describe your overall opinion of the following brand?
  18. 18. -2.0% -1.5% -1.0% -0.5% 0.0% 0.5% 1.0% 1.5% 2.0% Purchase Intent Wallpaper Half Page MPU Skyscraper Banner Skyscraper (followed by Wallpaper) best for Purchase Intent Upliftamongstthoseexposedto… Q: How likely are you to purchase the following brand? Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK, insufficient sample size to break out results for Billboard
  19. 19. The best performing formats Brand metric Best performing format Uplift of best format Average uplift of traditional formats Best new format vs traditional average Aided Brand Awareness Wallpaper 2.1% 1.1% x 2 better Online Ad Awareness Billboard 16.6% 1.8% x 9 better Message Association Wallpaper 5.2% 0.7% x 7 better Brand Favorability Billboard 2.5% 0.7% x 4 better Purchase Intent Skyscraper 1.4% 0.7% n/a
  20. 20. Recommendations • Larger formats perform particularly well at the start of the purchase funnel – campaigns should be planned accordingly • Creative needs to be considered carefully when using wallpaper and home page take over ads as these can have a polarising effect on users • When driving awareness (e.g. for new brands) new larger formats can play an invaluable role
  21. 21. 3. Measurement
  22. 22. US - Making Measurement Make Sense (3MS) – What & Who? A cross-industry collaboration that will improve planning, buying and measurement of digital media and facilitate cross-platform comparison across ALL media...digital and legacy. Facilitators: Supporters:
  23. 23. US - Making Measurement Make Sense (3MS) – 5 Guiding Principles of digital measurement 1 • We need to move to a “viewable impressions” standard 2 • Online advertising must migrate to a currency based on audience impressions, not gross ad impressions. 3 • Because all units are not created equal, we must create a transparent classification system. 4 • We must determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building. 5 • Digital media measurement must become increasingly comparable and integrated with other media.
  24. 24. Proposed Viewable Impression Standard – most display ads 50% of the ad viewable for a minimum of 1 second
  25. 25. Results in 2012…… • MRC overseeing measurement. Last test: • 3 billion impressions, 22 campaigns, 17 advertisers, 12 agencies • Viewability varied considerably • Viewability varied by ad size • However large proportion of unmeasured viewability (0 – 77%) • Non-viewability causes • Cross Domain iFrames • Varying capabilities across the viewable vendors • Ad viewability tags not firing
  26. 26. Revised Proposed Standards – Video, Rising Stars & Mobile
  27. 27. Some questions arising / other thoughts • Screen resolution? • Yield concerns . Will price/CPMs increase? • More above the fold ads – at expense of content/user experience? • Free market economy – doesn’t performance dictate price? • Performance – will this render CPA’s unachievable? • How to integrate with RTB? • Below-the-fold misnomer • Viewability for content rich sites v. similar to above the fold. • Benefit to user and advertiser not cluttering in-view page with ads.
  28. 28. Viewable Impressions Cross-Industry Working Group
  29. 29. Revised IAB UK 5 step plan IAB US • Continued engagement with IAB US & MRC to view results, recommendations, next steps, timeline for rollout. Working Party • Formation of cross-industry working group to review 3MS, opportunities, challenges, potential rollout in UK. Education • Creation of online resource and FAQ outlining initiative, current status and next steps of working party Research • IAB UK Impression Viewability research study – Q4 2013 / Q1 2014. Standard • Rollout of baseline Viewability standard to UK market – 2014 (tentative - tbc)
  30. 30. Thank You! steve@iabuk.net

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