Measure and optimizeonline branding advertising
AgendaAlenty positioningWhy is ad Exposure important?Which KPIs should be used to measure ad display branding campaigns?Alenty Key MetricsAlenty DeliverablesAlenty and post test ROI studiesRecommendations for Agencies, Publishers and Ad Networks 2
Our positioning Who are we ? Our observation Alentys founders are the For the display market,creators of the NetRatings some independent and measurement systems. GRP like KPIs are still not measured! Branding campaigns offer the possibility to increase thevalue of this media. A precise measure of time to identify premium inventory will soon become the main KPI Our approach InnovationAn analysis within the web An embedded script that pages calculating the clocks individuals whilstviewing time and visibility they are actively web rate of ad campaigns surfing
Are your ad-banners seen ?Why effective ad exposure is so important ?
Effective exposure is key... Alenty uses two criteria to define visibility: • Visibility on screen • mouse/keyboard activity Ad visible on screen : considered as seen if the web surfer is active. Ad not visible on screen (and therefore not measured by Alenty)
The current “above the fold” rule does not guaranty a high viewing time! 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.
Alenty helps optimising each impression Impressions distribution60s <30% of the impressions WhatVisibility duration advertisers wants Creative duration (15 seconds)0s 0s-0% : 27% of the impressions 0% Viewed area 100%
Branding campaigns:Why switch from CTR to Impression Duration?
Branding campaigns KPI & ROI measurementImpression duration should be the N°1 KPI for branding campaigns 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” Use Alenty metrics for Branding ROI analysis Branding effect measurement Awareness – message association – favorability – purchase intent Sales impact measurement 10
The Internet is lagging badly in capturingBrand ad $ (€ or £) Branding campaigns More & bigger budgets less price sensitive More value for all online players What is missing ? Traditional media measures (GRP) Branding ROI measurement
CTR: less and less and less... one of thereason of the value loss....
Only 1 in 3 browser is a clicker....and theyare not a representative sample(July 2009: clickers = 16%)
More Ad conversions are the result ofviewing the banner rather than click...
Visibility Rate Only 73% of served banners are seen!!! The difference from one type of site to another is big100%80%60%40%20% 0% Pure players Games Media Services Social networks Ecommerce Study SNPTV, january 2009
Exposure Time Ads are seen for 15 secs on average.2520151050 Pure players Games Media Services Social networks Ecommerce Study SNPTV, january 2009
Effect of Impression duration on Memorisation (based on creative duration of 25s)Memorization score Memorization + 25% + 20% + 15% + 10% + 5% + 0% 0-5 s 10-15 s 20-25 s 30-35 s 40-45 s 50-55 s ≥ 60s Impression Not seen 5-10 s 15-20 s 25-30 s 35-40 s 45-50 s 55-60 s Duration ➢Best memorisation score uplift: impression duration of 25-30s ➢At least 80% of the creative duration (20s) has to be seen ➢ Over exposure does not create further upliftSource: 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)Memorization score Memorization Standard campaigns Campaign optimised % inventory with Alenty + 25% 40% 70% of inventory 35% + 20% 30% + 15% 25% 20% + 10% 15% 10% + 5% 5% + 0% 0% 0-5 s 10-15 s 20-25 s 30-35 s 40-45 s 50-55 s ≥ 60s Not seen 5-10 s 15-20 s 25-30 s 35-40 s 45-50 s 55-60 s Impression Duration ➢ 70% of the media plan of standard campaigns is not optimised for best memorisation ➢ Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higherSource: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Contact repetition optimization MemorizationMemorization score + 45% + 40% + 35% + 30% + 25% + 20% + 15% + 10% + 5% + 0% Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10 Best memorisation score is obtained with 4 impression repetitionsSource: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Unique User repetition optimization Memorization ideal branding Campaigns notMemorization score retargeting campaign optimised % inventory 85% of unique users + 45% 45% + 40% 40% + 35% 35% + 30% 30% + 25% 25% + 20% 20% + 15% 15% + 10% 10% + 5% 5% + 0% 0% Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10 Impression repetition ➢85% of the “unique users” are completely under-exposed ➢A focus on re-targeting is important to reach the best memorisation scoreSource: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Media agencies working with Alenty benefit from impression duration 100% higher than standard campaigns impression duration trends: a much better Brand exposure duration based on branding campaigns done by french media agencies and tracked by Alenty3530 30s Campaigns optimised with Alenty2520 Average impression duration in France:15,64s1510 5 02009-10 2009-11 2009-12 2010-1 2010-2 2010-3 2010-4 2010-5 2010-6 2010-7 2010-8 2010-9 2010-10 2010-11 2010-12
Synthesis: main crossings analysis Caption Analysis of the 10 biggest nodes 50% % of visible 75% Creative/site/placement (in served impressions) 100% surface Duration of creative seenPartial visibility duration per viewed impression / creative duration How comfortable is your BED ? 2 The creation is seen long A BED of roses! 3 enough to be seen My ads are seen completely, but it is viewed 4 by everyone and 10 by less contact than the 5 during a long time average. 100 1 6The creation is seen during itswhole length Dont let sleeping dogs lie! The creative is seen by on average Action required more contacts than the Bad visibility: the ads arent media plan average but not 9 7 seen by a lot of people and long enough to be seen they cant see it long enough. completely 8 Example: 80% Exposure rate (average media plan rate) 100 %
...leading to smarter purchases Same analysis taking Caption CPM % of the 20% under the average and under the costs into consideration 50% visible average (+/- 20%) 75% surface 20% over the average and over Duration of creative seen 100% Partial visibility duration per viewed impression / creative duration How comfortable is your BED ? 2 The creation is seen long A BED of roses! 3 enough to be seen My ads are seen completely, but it is viewed 4 by everyone and 10 by less contact than the 5 during a long time average. 100 1 6The creation is seen during itswhole length Dont let sleeping dogs lie! The creative is seen by on average Reaction required more contacts than the Bad visibility: the ads arent media plan average but not 9 7 seen by a lot of people and long enough to be seen they cant see it long enough. completely 8 Example: 80% Exposure rate (average media plan rate) 100 %
Alenty helps Ad-networks and publishers identify inventory ideal for branding campaigns Select ad spaces Suitable for branding Campaigns (impression duration > 20s) GuaranteeOptimize the inventory the exposure duration...(increase the impression duration) to justify and defend/increase CPM rate Give value to the inventory with Alenty Efficiency analyses
Typical recommendations for publishers/Ad Networks:Increase the unit Introduction of Improve the Improve the contentprices of the most refreshs for the ad positioning and/or ergonomics visible spaces 4th space in for crossing #3 for crossings #7, (notably for the order to increase and #5. #8,#9 and #12 first crossing) its volume Viewed impresion 4 duration (secondes) Legende 20 30 Page 5 duration 6 50 (secondes) CPM 25 secAverage 2 < 80% under the average 1 around the average (+/- 20%) siteduration 11 > 120% over the average 10 SNPTV 8 12 9 7 3 75 % Ad visibility Average site rate rate (%)
“off line efficiency” studiesImpact 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 (not just been served ads...) Methodology Memorization In stores salesUsers on-line MarketingScan Access panel (or any loyalty card) recruitment Panel 34
Alenty can be tagged to any panel for post tests analysis and has partnership with Nielsen (Brand effectiveness) and TNS. Visibility measurement AdServer BannerAlenty script Panelists id Access AlentyAlenty script panel servers Panelists exposure Campaign visibility Post-test report
Generic Recommendations for Media Agencies 1/3 Optimise each campaign on a daily basis • Make media planning decisions (per site/per placement/per format) based on branding metrics such as: Ø Visibility rate Ø Impression Duration ØBrand Exposure Duration ØCost per thousand minutes Build a branding campaign database • Build a campaign database to benchmark campaign results and optimise your branding Media Planning
Generic Recommendations for Media Agencies 2/3 Work smarter with publishers and ad networks: • Get more impressions for the same budget • Leverage results to negotiate CPM • Build partnerships with publishers/ad network to identify inventory ideal for future branding campaigns (duration per viewed impression >20s & visibility rate >70%)
Generic Recommendations for media agencies 3/3 Enhance relationship with Advertisers by: • Getting better results for the same budget • Communicating results with a generic metric (Brand exposure Duration, based on time), relevant for integrated campaign reporting • Providing (in the future) measures of engagement •Reassuring advertisers that you have the tools and metrics to roll out effective Branding campaigns and secure more/bigger budget •Differentiate yourself from your competitors !
Generic Recommendations for Publishers and Ad networks From a Sales point of view: • Segment your inventory and offer a “Premium branding pack” dedicated to branding campaigns by identifying sites, placements and formats best suited for branding campaigns • Guarantee a minimum viewing times (15s, 20s, etc.) and/or a minimum visibility rate • Increase your CPM rate accordingly (15s=£15 CPM?) • Defend your (high) CPM rate by certifying the quality of your inventory by a third party independent organisation. • A global value proposition that offers a measure close to GRP that can be easily integrated for ROI calculation of integrated campaigns • Provide measures of engagement • Attract ever increasing online budgets of mainstream brand advertisers • Offer a superior service by benchmarking campaigns of your key clients
Generic Recommendations for Ad networks From a Network Management point of view: • Optimise your data partnership strategy and understand which type of sites, placements and formats are best suited for branding campaigns • Offer consultancy to your key publishers based on the key following Alenty metrics: Page duration Ad exposure rate (% of the ad creative seen) Duration per viewed impression Visibility rate (% of served ads seen) Impression duration Revenue per thousand minutes per format/placement/sites • Use Alenty metrics as a retention tool and keep publishers in the network by sharing best practises and helping them improving/creating branding inventory • Measure new publishers sites recruited and assess their branding inventory potential and possible ROI
We work with Agencies, Publishers and AdNetworks