1. Ad Formats: from concept
to award winning
Choosing the right formats for your campaign objectives
Laura Chaibi
Director of Research, EMEA

2. Welcome!
INTERNET WEEK EUROPE
Second year we celebrate all
things DIGITAL
100s of activities ALL WEEK
Yahoo! is a presenting partner
and proud to take part, ENJOY!

3. relative acceptability

4. Ad Formats: from concept to award winning
about ad
spotlight on
testing and
video
formats
striking a
consumer/advertiser
shared
learning
balance

5. brand
creative ad media
ad format

6. ad format mix & match: overwhelming choice
super banner
+ LREC
= tandem

8. auto initiated mouse over on click
super banner
+ LREC
overlay
= tandem + floating

10. Applying SAS to ad format innovation
End to end program 250+ formats tested 100,000 respondents
• control creatives • ad format • Germany
• UK
• live campaign testing • ad behaviour • France
• Italy
• claimed and behavioural • video • Spain
• MENA... coming soon!

11. The Process
Online survey Scores normalised to
country norms
demos of control creatives
Focus on two measures:
Feedback and evaluation “intrusion” and “impact”
Testing Evaluation
begins constructed
Metric mapping to work out
Focus on format not creative relative “acceptability”
Demonstration + interaction Further testing on debatable
formats

12. intrusion
low impact high impact
high intrusion high intrusion
impact
low impact high impact
low intrusion low intrusion

14. low impact high impact
high intrusion high intrusion
low impact high impact
low intrusion low intrusion

15. high intrusion
high impact

16. high intrusion
high impact

17. Spotlight on video

19. high intrusion
VIDEO LOGIN
high impact
LOGIN AD

21. Video ‘tag alongs’ & high intrusion Video high SOV
interstitials in-page real estate
high impact
Video footers and Video In page
MPU derivatives expandables

22. Maximising the use of video
What’s the objective? Example metrics What to measure?
Brand awareness Plays Visibility
Product launch Replays Interactivity
Product repositioning Expand/contract Duration
Compliment TV plan Start Brand perception
Acquisition Sound on Tone of voice / fit
Creativity/engage Completes View thru
Conversions Viral Sales
Sales Clicks Reach: Unique /cumulative

23. Practice what we preach: Yahoo! house ad

24. Striking a balance

25. format(s)
creative ad media
ad behaviour

26. Theory to practice: the responsibility of creative

27. Low Impact High Impact
high Intrusion
(brand X)
mail tandem mail tandem mail tandem
live campaign A control ad live campaign B
Low Intrusion
brand/creative fit ad format
brand/creative impacted format negatively (normalised)
-1x
(less) 2x uplift
impact
Base: Yahoo! user, Source: Yahoo! Research

28. Theory to practice: ad behavior
Getting the most
intrusive ad format
approved on Yahoo!
 Overlay
 Auto intiated
 Moving parts
 Story telling
challenge

29. 5 Yahoo!
ad format homepage
variants ad
2000+ monadic
respondents testing

30. Control group: LREC Yahoo! house ad

31. Creative control group: LREC + mini banner

32. Take over with floating
auto initiated & mouse over

34. Ad recall
152
144 140
*
100
112
+40%
uplift for
ad format
+
ad behaviour
control LREC mouseover autoinitiated take over +
group animated
bckgrd
index 100 = control group (cg)
Base: Yahoo! User / Source: Yahoo! Research * compared to control group

35. Aided recall of advertiser: McDonald’s
250
*
204
190 2.5x
higher recall
100 for most
intrusive
ad format
LREC mouseover autoinitiated take over +
animated
index (LREC= 100) bckgrd
Base: Yahoo! User / Source: Yahoo! Research * compared to control group

36. Browsing duration
time spent +33%*
in seconds (till first click) time spent with
full page takeover
+67%*
time spent with
mouse over
30
24
21
21
18
17
Average control group LREC mouseover autoninitated take over +
???
animated
bckgrd
touch metrics
Base: Yahoo! User / Source: Yahoo! Research * compared to control group

37. Theory to practice: most intrusive ad acceptable
appeal of Yahoo! homepage
in % (Top 2 Box on 5-Point scale)
92% 87% 85% 86% 88%
most intrusive ad
in theory has
highest likeability in
control group LREC mouseover autoninitated take over +
practice
animated
very good good bckgrd
Base: Yahoo! User / Source: Yahoo! Research

38. Shared learning

39. Sliding room: first new approved format
SLIDING ROOM

40. Extending the TV relationship online

41. From concept to award winning
SLIDING ROOM

42. Condoms to beer! Case studies on Yahoo!

43. high intrusion
low impact / high intrusion high impact / high intrusion
! brand & ad intent matters!
! effective with right brand / creative
! cap ad / limit ad format wear out
! relevant: campaign obj. & audience
! use floating elements with care
 these formats get message across
 best for entertainment / homepage
 burst message, time bound offer,
high impact
 more acceptable: youth
product launch, awareness, reach
low impact / low intrusion high impact / low intrusion
 least disruptive  best win – win quadrant
 suits editorial info (news/sports)  suits most brands
 drip feed campaign / sponsorship  compliment consumer journey
 more acceptable: older consumer  format accepted as part of page
! Use for branding ! format desensitisation: over time