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Celtra Creative Insights Report Q1 2018

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This report looks at what drives engagement with the ad creative in efforts to improve mid-funnel activities.

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Celtra Creative Insights Report Q1 2018

  1. 1. Celtra Creative Insights Report DISPLAY | Q1 2018
  2. 2. Research goal: determine what makes an engaging display ad “Celtra Creative Insights Report’ focuses on the mid-funnel activities and aims to discover what drives engagement with the ad creative. The key metric used in this report is the engagement rate (calculated as the ratio between ad engagements and rendered ad impressions). Consumer engagement *Simplified marketing funnel
  3. 3. Report framework Creative Insights analysis consists of: 1. Overall performance 2. Understanding the impact of creative features with relevant breakdown analysis Throughout the report, performance of creatives are observed through five specific dimensions: experience, industry, region, time and environment. Analysis dimensions: • Ad experience • Industry vertical • Region • Time of day & day of week • Inventory environment Analysed creative features: • Creative personalization • Visual effects • Creativity features • Location features Report date range: 1/1/2017 - 12/31/2017 Markets: Global, all markets Creatives included: Mobile only Rich media (no inline or outstream video) Min 10k impressions
  4. 4. Ad experiences defined by share of screen size and user experience Interstitial experience Large canvas experience* Medium canvas experience** Small canvas experience Expandable experience*** *Includes Interscroller format where user controls how the creative is introduced. ** Includes experiences that take up 33-67% of screen size. ***Consists of two or more units, where initial unit expands into a full-screen experience upon interaction; expandable banner is a typical example.
  5. 5. Overall Performance
  6. 6. 2.37% 1.08% 0.58% 0.42% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% Interstitial Large canvas Medium canvas Small canvas Ad engagement rate median More aggressive experiences that cover larger portions of the screen size command higher user engagement. AD EXPERIENCE
  7. 7. Ad engagement is not determined by the industry vertical, but rather by the effort invested in creating the experiences. 1.08% 1.03% 1.39% 1.65% 0.96% 1.24% 0.91% 1.22% 1.28% 1.53% 0.00% 0.50% 1.00% 1.50% Auto CPG Entertainment Finance Food & Beverage Health & Sports Pharma Retail Technology Travel Finance brands manage to produce engaging experiences despite having to promote less exciting products/services. Ad engagement rate median ! INDUSTRY VERTICAL
  8. 8. 1.23% 1.10% 0.00% 0.50% 1.00% 1.50% 2.00% EMEA NA Ad engagement rate median EMEA creatives perform better than those in NA. 12% REGION
  9. 9. 0.00% 0.50% 1.00% 1.50% 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Ad engagement rate median Ads perform marginally better after lunch time and in the evening, compared to the morning commuting hours. 0.98% 1.00% 1.03% 1.05% 1.08% 1.10% 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM TIME OF DAY
  10. 10. Differences in engagement throughout the week are also marginal; performance grows towards the end of the week. DAY OF WEEK 0.00% 0.50% 1.00% 1.50% Mon Tue Wed Thu Fri Sat Sun Ad engagement rate median 1.10% 1.13% 1.15% 1.18% 1.20% Mon Tue Wed Thu Fri Sat Sun
  11. 11. 1.25% 1.12% 0.00% 0.50% 1.00% 1.50% 2.00% Mobile web MRAID Creatives running on mobile web have slightly better engagement rates compared to those running in-app. INVENTORY ENVIRONMENT Ad engagement rate median 11%
  12. 12. Creative Features Analysis
  13. 13. Context-based Personalization Context-based Personalization enables creatives to adapt on the fly based on triggers like time, location or weather. *Example creative utilizing time-coding to personalize the experience
  14. 14. 1.00% 1.11% 0.00% 0.50% 1.00% 1.50% NO Context-based Personalization Context-based Personalization Overall, creatives that include Context-based Personalization perform better than those that don’t. 11% OVERALL COMPARISON Ad engagement rate median
  15. 15. 2.03% 1.03% 0.49% 0.42% 2.44% 1.18% 0.33% 0.30% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% Interstitial Large canvas Medium canvas Small canvas On larger canvases, where context-based personalization has more space to create a bigger impact, the difference is positive. Context-based Personalization has a significantly more positive effect when carried out on larger canvas experiences. ! AD EXPERIENCE Ad engagement rate median NO Context-based Personalization Context-based Personalization
  16. 16. If the canvas is big enough, the creative execution of personalization can be more sophisticated i.e. modifications in copy, layout and imagery are more noticeable. Executions on smaller canvases require a more simple approach (less triggers) to express personalization in a meaningful way, while keeping the creative impactful. ! Small Canvas Experience Example Interstitial Experience Example Context-based Personalization requires a larger canvas to reach its potential.
  17. 17. 1.17% 0.86% 0.95% 1.77% 1.27% 1.21% 0.00% 0.50% 1.00% 1.50% 2.00% Entertainment CPG Retail Context-based Personalization is more impactful for certain industries than others. Context-based Personalization is most impactful in CPG, Entertainment and Retail due to the nature of the industry and typically more “upper-funnel” type of advertising. INDUSTRY VERTICAL NO Context-based Personalization Context-based Personalization Ad engagement rate median !
  18. 18. 0.68% 1.06% 0.94% 1.14% 0.00% 0.50% 1.00% 1.50% 2.00% MRAID Mobile web NO Context-based Personalization Context-based Personalization 13% The positive difference that Personalization contributes is even more pronounced in MRAID in-app environments. INVENTORY ENVIRONMENT Ad engagement rate median 38%
  19. 19. Visual Effects Visual effects are drag & drop motion graphics effects that easily and quickly bring static creatives to life. *Example creative utilizing Visual Effects
  20. 20. 1.00% 1.09% 0.00% 0.50% 1.00% 1.50% NO Visual Effects Visual Effects 9% Creatives that utilize Visual Effects perform better than those that don’t. OVERALL COMPARISON Ad engagement rate median
  21. 21. 2.03% 1.03% 0.49% 0.42% 2.83% 1.07% 0.41% 0.40% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% Interstitial Large canvas Medium canvas Small canvas Visual Effects have a substantial impact when applied to large canvases. AD EXPERIENCE Ad engagement rate median NO Visual Effects Visual Effects 4%39%
  22. 22. 0.68% 1.06% 0.62% 1.14% 0.00% 0.50% 1.00% 1.50% 2.00% Mobile web MRAID NO Visual Effects Visual Effects 7% Creatives with Visual Effects perform slightly better in MRAID and a bit worse in mobile web environment. 9% INVENTORY ENVIRONMENT Ad engagement rate median
  23. 23. Creativity Features Features* like swipeable galleries, images you can wipe or pan, objects you can drag or flip or view in 360° allow for engagement beyond simple taps Creativity Features Creativity Features* include features like swipe-able galleries, images users can wipe or pan, objects users can drag or flip or view in 360°, that all allow for engagement beyond simple taps. *Creativity features include Swipey, Swipey Group, Wipeable, Draggy, Flippy, View360, Pannable **Example creative utilizing Creativity Features
  24. 24. 1.00% 3.12% 0.00% 1.00% 2.00% 3.00% NO Creativity Features Creativity Features 213% Creativity Features have the strongest impact on performance. Creatives that utilize them perform up to 3x better. OVERALL COMPARISON Ad engagement rate median
  25. 25. 2.03% 1.03% 0.49% 0.42% 3.75% 2.05% 1.06% 0.72% 0.00% 1.00% 2.00% 3.00% 4.00% Interstitial Large canvas Medium canvas Small canvas 117% Creativity Features nearly double engagement across all experiences. 100% AD EXPERIENCE Ad engagement rate median 85% 72% NO Creativity Features Creativity Features
  26. 26. Creativity Features make the biggest difference in Automotive, Finance, Pharma, Retail and Technology verticals. 0.80% 0.86% 1.17% 1.76% 0.75% 0.85% 0.68% 0.95% 0.99% 1.41% 2.74% 2.73% 1.29% 3.84% 1.72% 1.96% 2.41% 4.05% 3.78% 1.96% 0% 1% 2% 3% 4% 5% Automotive CPG Entertainment Finance Food&Beverage Health Pharma Retail Technology Travel INDUSTRY VERTICAL Ad engagement rate median NO Creativity Features Creativity Features
  27. 27. 1.06% 0.68% 4.45% 2.64% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% Mobile web MRAID 288% The positive impact of creativity features is more pronounced in a mobile web environment. 320% INVENTORY ENVIRONMENT NO Creativity Features Creativity Features Ad engagement rate median
  28. 28. Location Features Location Features allow users to bridge the gap between digital and brick & mortar world. *Example creative utilizing Location Features
  29. 29. 1.00% 0.90% 0.00% 0.50% 1.00% NO Location Features Location Features Overall, Location Features do not drive initial user enagement. 10% OVERALL COMPARISON Ad engagement rate median
  30. 30. *Data includes only page interaction rate on expanded unit of expandable banners. 8.30% 10.20% 0.00% 5.00% 10.00% NO Location Features Location Features However, they are greatly effective in keeping users engaged. Use of locations features is most effective on the expanded unit of an expandable banner. OVERALL COMPARISON Ad engagement rate median, Expandable banner 23%
  31. 31. Website Insights Ad Gallery More Info celtra.com celtra.com/insights celtra.com/gallery info@celtra.com More Information

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