iStrategy Melbourne - Cost-Per-Exposure: Why Visibility is Vital - Ken Sandy, SAY Media

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Here's a sobering thought: Consumers spend less than 40 seconds on the average web page today and a full 30 percent of all online ads are never seen. The truth is that counting ads served and not ads seen is one of the biggest problems plaguing digital media today. The solution? Accountable models that let you see exactly how many people engage with your ad and how. In this workshop, Ken Sandy, SAY Media’s SVP of Product, will discuss the value of cost-per-exposure (CPX) advertising and how new technologies are changing the way brands and advertisers need to think about online impressions.

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iStrategy Melbourne - Cost-Per-Exposure: Why Visibility is Vital - Ken Sandy, SAY Media

  1. 1. You have only 40 seconds to get a user’sattention on an average web page.Source: comScore April 2012 Your ad is receiving only 5-7% of the user’s attention. EyeTrackShop Fall 2010 GazeHawk Winter 2011 SayMedia.com / Point-of-View Publishing
  2. 2. 31% of impressions delivered to theaverage web page are never viewed. SayMedia.com / Point-of-View Publishing
  3. 3. 31% of impressions delivered to theaverage web page are never viewed.Source: comScore January 2012 In-view rates vary from 7% to 100% across different sites. SayMedia.com / Point-of-View Publishing
  4. 4. No-one sees your online ads.Counting impressions and not adsviewed is one of the greatest problemsfacing our industry.The solution? Accountable publishing and ad tracking models somarketers understand exactly how many people engage with theirads, where and how.  SayMedia.com / Point-of-View Publishing
  5. 5. But first - a little bit about Say MediaPoint-of-view Publishing SayMedia.com / Point-of-View Publishing
  6. 6. Cross-PlatformDistributionCompelling invitations.Cost Per Engagement.Amazing creativeexperiences. SayMedia.com / Point-of-View Publishing
  7. 7. 9.5 Million Engaged Readers Business People Fashionistas Women Techies Foodies Men Teens Gamers SayMedia.com / Point-of-View Publishing
  8. 8. Viewability is highly variable by site Top performers Average performers Poor performers 30% 60% 69% 80% 100% Exposure Rate by Site SayMedia.com / Point-of-View Publishing
  9. 9. Viewability is highly variable by site ➡ Ad location on page ➡ User time on page ➡ Ad load speed 30% 60% 69% 80% 100% Exposure Rate by Site Source: SAY Media analysis June 2012 SayMedia.com / Point-of-View Publishing
  10. 10. Viewability changes with ad location Exposure Rate by Location on Site 90% 80% 60% 65% ➡ Above the fold performs best 55% ➡ Even so, 1 in 5 does not load before user scrolls out of view or leaves 30% ➡ Rapid decline second page and beyond ➡ Drop off varies dramatically by site 0% 1st page 2nd page 3rd + page High range Low range Source: SAY Media analysis June 2012 SayMedia.com / Point-of-View Publishing
  11. 11. Viewability changes with page session time Exposure Rate by User Time on Page 90% 75% 65% 60% ➡ Longer session times 50% ➡ Content quality ➡ New media devices (e.g. mobile) 30% 0% 10sec 30sec 60sec Source: SAY Media analysis June 2012 SayMedia.com / Point-of-View Publishing
  12. 12. Media Buying Models CPM CPX CPE Tracking Event Ad request served User exposed User interacted Brand Exposure Not guaranteed Ad in-view Deep engagement Publisher Incentive Generate pageviews Generate pages-in-view Increase engagement time Supply Constraints “unlimited” Media consumption habits Media consumption habits Publisher & Mis-aligned Aligned Aligned Marketer alignment Accountability Not accountable Accountable Highly accountable SayMedia.com / Point-of-View Publishing
  13. 13. Will insert Site Example Here showing CPX product
  14. 14. Implications!Marketers want more accountable modelsPublishers need to deliver brand valuebased on attention and exposureNew technologies are rendering thepageview and impression dead SayMedia.com / Point-of-View Publishing
  15. 15. How Say Media is respondingClean campaign: modern, responsive designAlign Value Measurement with Attention (CPX, CPE)Focus on Page-in-view to monetize whole pageDeliver clients superior creative design, delivery &measurement SayMedia.com / Point-of-View Publishing
  16. 16. Ad density creates variable valueData taken from 2012 Say Media study This study proved that ads gets noticed more in lower- % OF ADS NOTICED BASED ON EXECUTION: EYE TRACKING density environments. Study positioned various levels of ad density starting with ‘Cluttered’ moving to 89% 100% ‘Clean’ and tracked attention 69% 76% via eye-tracking. Industry Average* Cluttered 100% SOV Clean SayMedia.com / Point-of-View Publishing
  17. 17. Thank you. SayMedia.com / Point-of-View Publishing

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