Measure and optimize  online branding advertising
Agenda Why is ad Exposure important? Alenty positioning Which KPI's should be used to measure ad display branding campaign...
<ul>Who are we ? Alenty's founders are the creators of the NetRatings measurement systems. </ul><ul>Our observation For th...
 
Are your ad-banners seen ? Why effective ad exposure is so important ?
Ad visible on screen : considered as seen if the web surfer is active.  Ad not visible on screen (and therefore not measur...
mouse/keyboard activity </li></ul>
Many sites offer placement right at the top of their pages, far from contents. Observation: These ad spaces have a  great ...
0% 100% 0s 60s Visibility duration Viewed area Creative duration (15 seconds) What advertisers wants <30% of the impressio...
<ul>Branding campaigns: <li>Why switch from CTR to Impression Duration? </li></ul>
Branding campaigns KPI & ROI measurement Are your ads smartly seen (surface  and  duration)?  A much finer measure than th...
<ul>The Internet is lagging badly in capturing <li>Brand ad $ (€ or £) </li></ul>More & bigger budgets less price sensitiv...
CTR: less and less and less... one of the reason of the value loss....
(July 2009: clickers = 16%) Only 1 in 3 browser is a clicker....and they are not a representative sample
More Ad conversions are the result of viewing the banner rather than click...
<ul><li>Alenty key metrics </li></ul>
 
Only 73% of served banners are seen!!! The difference from one type of site to another is big Study SNPTV, january 2009 Vi...
Ads are seen for 15 secs on average. Study SNPTV, january 2009 Exposure Time
Memorization score Impression Duration Source :  www.mediamento.com . Research done on campaign post tests tagged with Ale...
At least 80% of the creative duration (20s) has to be seen
Over exposure does not create further uplift </li></ul>
Memorization score % inventory Impression Duration 70% of inventory Source :  www.mediamento.com . Research done on campai...
Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higher  </li></ul>
Memorization score Source :  www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Contact ...
Memorization score Impression repetition % inventory 85% of unique users Source :  www.mediamento.com . Research done on c...
A focus on re-targeting is important to reach the best memorisation score </li></ul>
Average impression duration in France:15,64s  Campaigns optimised with Alenty Media agencies working with Alenty benefit f...
<ul><li>Deliverables </li></ul>
Alenty users can monitor via a web interface  the campaign KPI's on a daily basis Optimize your media plan on a daily basis
Visibility Reports Budget/Costs Context Analysis  Contact Analysis Impression Duration After each campaigns, excel based v...
<ul><li>Deliverables for Agencies </li></ul>
<ul>Synthesis: main crossings analysis </ul><ul>Duration of creative seen Partial visibility duration per viewed impressio...
<ul>Duration of creative seen Partial visibility duration per viewed impression / creative duration </ul><ul>100  The crea...
<ul><li>Deliverables for Publishers/ Ad-Networks </li></ul>
Alenty helps Ad-networks and publishers identify  inventory ideal for branding campaigns Select ad spaces  Suitable for br...
Increase the unit  prices of the most  visible spaces (notably for the  first crossing) Introduction of refreshs for the 4...
“ off line efficiency” studies  Impact on memorization and In-store sales
Branding ROI campaign measurement can now be based on panelist who have been effectively exposed and have  viewed  ads   (...
Panelists id Visibility measurement Panelists exposure Alenty can be tagged to any panel for post tests analysis and has p...
Recommendations
Optimise each campaign on a daily basis <ul><li>Make media planning decisions (per site/per placement/per format)  </li></...
Impression Duration
Brand Exposure Duration
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See how Alenty can optimise ad display branding campaigns with the help of new metrics like impression duration and visibility rate. See how partnering Alenty can benefit Media Agencies, Advertisers, Publishers and Ad Networks

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  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D&apos;après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D&apos;après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
  • Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D&apos;après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
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    1. 1. Measure and optimize online branding advertising
    2. 2. Agenda Why is ad Exposure important? Alenty positioning Which KPI's should be used to measure ad display branding campaigns? Alenty and post test ROI studies Alenty Deliverables Alenty Key Metrics Why is ad Exposure important? Recommendations for Agencies, Publishers and Ad Networks
    3. 3. <ul>Who are we ? Alenty's founders are the creators of the NetRatings measurement systems. </ul><ul>Our observation For the display market, some independent and GRP like KPI's are still not measured! </ul><ul>Our approach An analysis within the web pages calculating the viewing time and visibility rate of ad campaigns </ul><ul>Innovation An embedded script that clocks individuals whilst they are actively web surfing </ul><ul>Our positioning </ul><ul>Branding campaigns offer the possibility to increase the value of this media. A precise measure of time to identify premium inventory will soon become the main KPI </ul>
    4. 5. Are your ad-banners seen ? Why effective ad exposure is so important ?
    5. 6. Ad visible on screen : considered as seen if the web surfer is active. Ad not visible on screen (and therefore not measured by Alenty) Effective exposure is key... <ul>Alenty uses two criteria to define visibility: </ul><ul><li>Visibility on screen
    6. 7. mouse/keyboard activity </li></ul>
    7. 8. Many sites offer placement right at the top of their pages, far from contents. Observation: These ad spaces have a great visibility rate , but their impression duration is quite low because surfers scroll down quickly for content Alenty helps you finding ad spaces with the highest impression duration amongst publishers and ad networks. The current “above the fold” rule does not guaranty a high viewing time!
    8. 9. 0% 100% 0s 60s Visibility duration Viewed area Creative duration (15 seconds) What advertisers wants <30% of the impressions 0s-0% : 27% of the impressions Impressions distribution Alenty helps optimising each impression
    9. 10. <ul>Branding campaigns: <li>Why switch from CTR to Impression Duration? </li></ul>
    10. 11. Branding campaigns KPI & ROI measurement Are your ads smartly seen (surface and duration)? A much finer measure than the “above the fold rule” A more exhaustive and precise measure than the “dwell time” Branding effect measurement Awareness – message association – favorability – purchase intent Sales impact measurement Impression duration should be the N°1 KPI for branding campaigns Use Alenty metrics for Branding ROI analysis
    11. 12. <ul>The Internet is lagging badly in capturing <li>Brand ad $ (€ or £) </li></ul>More & bigger budgets less price sensitive More value for all online players Traditional media measures (GRP) Branding ROI measurement What is missing ? Branding campaigns
    12. 13. CTR: less and less and less... one of the reason of the value loss....
    13. 14. (July 2009: clickers = 16%) Only 1 in 3 browser is a clicker....and they are not a representative sample
    14. 15. More Ad conversions are the result of viewing the banner rather than click...
    15. 16. <ul><li>Alenty key metrics </li></ul>
    16. 18. Only 73% of served banners are seen!!! The difference from one type of site to another is big Study SNPTV, january 2009 Visibility Rate
    17. 19. Ads are seen for 15 secs on average. Study SNPTV, january 2009 Exposure Time
    18. 20. Memorization score Impression Duration Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Effect of Impression duration on Memorisation (based on creative duration of 25s) <ul><li>Best memorisation score uplift: impression duration of 25-30s
    19. 21. At least 80% of the creative duration (20s) has to be seen
    20. 22. Over exposure does not create further uplift </li></ul>
    21. 23. Memorization score % inventory Impression Duration 70% of inventory Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Effect of Impression duration on Memorisation (based on creative duration of 25s) <ul><li>70% of the media plan of standard campaigns is not optimised for best memorisation
    22. 24. Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higher </li></ul>
    23. 25. Memorization score Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Contact repetition optimization Best memorisation score is obtained with 4 impression repetitions
    24. 26. Memorization score Impression repetition % inventory 85% of unique users Source : www.mediamento.com . Research done on campaign post tests tagged with Alenty in 2010 Unique User repetition optimization <ul><li>85% of the “unique users” are completely under-exposed
    25. 27. A focus on re-targeting is important to reach the best memorisation score </li></ul>
    26. 28. Average impression duration in France:15,64s Campaigns optimised with Alenty Media agencies working with Alenty benefit from impression duration 100% higher than standard campaigns 30s
    27. 29. <ul><li>Deliverables </li></ul>
    28. 30. Alenty users can monitor via a web interface the campaign KPI's on a daily basis Optimize your media plan on a daily basis
    29. 31. Visibility Reports Budget/Costs Context Analysis Contact Analysis Impression Duration After each campaigns, excel based visibility reports will help you optimise future campaigns based on:
    30. 32. <ul><li>Deliverables for Agencies </li></ul>
    31. 33. <ul>Synthesis: main crossings analysis </ul><ul>Duration of creative seen Partial visibility duration per viewed impression / creative duration </ul><ul>100 The creation is seen during its whole length on average </ul><ul>7 </ul><ul>Example: 80% (average media plan rate) </ul><ul>6 </ul><ul>The creative is seen by more contacts than the media plan average but not long enough to be seen completely </ul><ul>Exposure rate 100 % </ul><ul>4 </ul><ul>2 </ul><ul>10 </ul><ul>9 </ul><ul>5 </ul><ul>1 </ul><ul>8 </ul><ul>3 </ul><ul>Don't let sleeping dogs lie! Action required Bad visibility: the ads aren't seen by a lot of people and they can't see it long enough. </ul><ul>The creation is seen long enough to be seen completely, but it is viewed by less contact than the average. </ul><ul>A BED of roses! My ads are seen by everyone and during a long time </ul><ul>Analysis of the 10 biggest nodes Creative/site/placement (in served impressions) </ul><ul>How comfortable is your BED ? </ul><ul>% of visible surface </ul><ul>50% </ul><ul>100% </ul><ul>75% </ul><ul>Caption </ul>
    32. 34. <ul>Duration of creative seen Partial visibility duration per viewed impression / creative duration </ul><ul>100 The creation is seen during its whole length on average </ul><ul>7 </ul><ul>Example: 80% (average media plan rate) </ul><ul>6 </ul><ul>The creative is seen by more contacts than the media plan average but not long enough to be seen completely </ul><ul>Exposure rate 100 % </ul><ul>4 </ul><ul>2 </ul><ul>10 </ul><ul>9 </ul><ul>5 </ul><ul>1 </ul><ul>8 </ul><ul>3 </ul><ul>The creation is seen long enough to be seen completely, but it is viewed by less contact than the average. </ul><ul>A BED of roses! My ads are seen by everyone and during a long time </ul><ul>...leading to smarter purchases </ul><ul>Same analysis taking the costs into consideration </ul><ul>% of the visible surface </ul><ul>100% </ul><ul>50% </ul><ul>100% </ul><ul>75% </ul><ul>CPM </ul><ul>20% under the average and under </ul><ul>20% over the average and over </ul><ul>average (+/- 20%) </ul><ul>Caption </ul><ul>Don't let sleeping dogs lie! Reaction required Bad visibility: the ads aren't seen by a lot of people and they can't see it long enough. </ul><ul>How comfortable is your BED ? </ul>
    33. 35. <ul><li>Deliverables for Publishers/ Ad-Networks </li></ul>
    34. 36. Alenty helps Ad-networks and publishers identify inventory ideal for branding campaigns Select ad spaces Suitable for branding Campaigns (impression duration > 20s) Optimize the inventory (increase the impression duration) Guarantee the exposure duration... to justify and defend/increase CPM rate Give value to the inventory with Alenty Efficiency analyses
    35. 37. Increase the unit prices of the most visible spaces (notably for the first crossing) Introduction of refreshs for the 4th space in order to increase its volume Improve the ad positioning for crossing #3 and #5. Improve the content and/or ergonomics for crossings #7, #8,#9 and #12 Typical recommendations for publishers/Ad Networks: SNPTV Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) 3 12 10 6 1 2 8 11 9 7 4 5 Page duration (secondes) Legende 20 30 50 CPM < 80% under the average > 120% over the average around the average (+/- 20%)
    36. 38. “ off line efficiency” studies Impact on memorization and In-store sales
    37. 39. Branding ROI campaign measurement can now be based on panelist who have been effectively exposed and have viewed ads (not just been served ads...)
    38. 40. Panelists id Visibility measurement Panelists exposure Alenty can be tagged to any panel for post tests analysis and has partnership with Nielsen (Brand effectiveness) and TNS. AdServer Banner Alenty servers Alenty script Access panel Post-test Campaign visibility report Alenty script Alenty script
    39. 41. Recommendations
    40. 42. Optimise each campaign on a daily basis <ul><li>Make media planning decisions (per site/per placement/per format) </li></ul>based on branding metrics such as: <ul><li>Visibility rate
    41. 43. Impression Duration
    42. 44. Brand Exposure Duration
    43. 45. Cost per thousand minutes </li></ul>Build a branding campaign database <ul><li>Build a campaign database to benchmark campaign results </li></ul>and optimise your branding Media Planning http://t0.gstatic.com/images?q=tbn:ANd9GcSkqLnf5BebGvaHWLpkNVEUym2W4jJEKGTAlEUQlL3inGys7bZL Generic Recommendations for Media Agencies 1/3
    44. 46. Work smarter with publishers and ad networks: <ul><li>Get more impressions for the same budget
    45. 47. Leverage results to negotiate CPM </li></ul><ul><li>Build partnerships with publishers/ad network to identify inventory </li></ul>ideal for future branding campaigns (duration per viewed impression >20s & visibility rate >70%) Generic Recommendations for Media Agencies 2/3
    46. 48. Enhance relationship with Advertisers by: <ul><li>Getting better results for the same budget
    47. 49. Communicating results with a generic metric (Brand exposure </li></ul>Duration, based on time), relevant for integrated campaign reporting <ul><li>Providing (in the future) measures of engagement
    48. 50. Reassuring advertisers that you have the tools and metrics to roll out </li></ul>effective Branding campaigns and secure more/bigger budget <ul><li>Differentiate yourself from your competitors ! </li></ul>http://t0.gstatic.com/images?q=tbn:ANd9GcSuE1MkYanw3m466cB9OXg9V2Fp5JxyYofiBUym3OFrjj3E3fQa Generic Recommendations for media agencies 3/3
    49. 51. From a Sales point of view: <ul><li>Segment your inventory and offer a “Premium branding pack”
    50. 52. dedicated to branding campaigns by identifying sites, placements
    51. 53. and formats best suited for branding campaigns
    52. 54. Guarantee a minimum viewing times (15s, 20s, etc.) and/or
    53. 55. a minimum visibility rate
    54. 56. Increase your CPM rate accordingly (15s=£15 CPM?)
    55. 57. Defend your (high) CPM rate by certifying the quality of your inventory
    56. 58. by a third party independent organisation.
    57. 59. A global value proposition that offers a measure close to GRP that
    58. 60. can be easily integrated for ROI calculation of integrated campaigns
    59. 61. Provide measures of engagement
    60. 62. Attract ever increasing online budgets of mainstream brand advertisers
    61. 63. Offer a superior service by benchmarking campaigns of your key clients </li></ul>Generic Recommendations for Publishers and Ad networks
    62. 64. From a Network Management point of view: <ul><li>Optimise your data partnership strategy and understand which type of
    63. 65. sites, placements and formats are best suited for branding campaigns
    64. 66. Offer consultancy to your key publishers based on the key
    65. 67. following Alenty metrics: </li></ul><ul><ul><ul><li>Page duration
    66. 68. Ad exposure rate (% of the ad creative seen)
    67. 69. Duration per viewed impression
    68. 70. Visibility rate (% of served ads seen)
    69. 71. Impression duration
    70. 72. Revenue per thousand minutes per format/placement/sites </li></ul></ul></ul><ul><li>Use Alenty metrics as a retention tool and keep publishers in the </li></ul>network by sharing best practises and helping them improving/creating branding inventory <ul><li>Measure new publishers sites recruited and assess their branding
    71. 73. inventory potential and possible ROI </li></ul>Generic Recommendations for Ad networks
    72. 74. We work with Agencies, Publishers and Ad Networks
    73. 75. Advertisers using Alenty metrics...
    74. 76. Thank you for your attention Eric Merceron Phone : +44 07892 877 051 Mail :eric.merceron@alenty.com Web : www.alenty.com Questions?

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