Insight into what consumers think of advertising online and how to create formats that win over the hearts of consumers and meet advertisers' needs. Yahoo! is investing in understanding how to get advertising right for its audiences, are you?

1. understanding ad formats
key ingredients to advertising success
Laura Chaibi
Director of Research and Insights, EMEA

2. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals
Werbetreibende, die Forschung
ignorieren sind genauso
gefährlich wie Generäle, die die
Dechiffrierung von feindlichen
Nachrichten ignorieren.
David Ogilvy

3. journey to ad format enlightenment
 online ad developments
 striking consumer / advertiser balance
 best use of ad space
 theory to practice: planning

4. brand
creative media
ad format
ad

5. microsite
expandable
push down
68b online ads in Germany (H1 2010)
skyscraper
flash layer
overlay
pre roll
tandem
banner
popup
which one do you choose?
social ads

6. super banner
+ LREC
(working together)
= tandem
ad format mix and match: overwhelming choice

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

10. consumer / advertiser
balance

11. 80% of ad formats tested have
been approved to run on Yahoo!
Yahoo! can help you

12. knowledge
building
best in class
ad format
use
campaign
testing
5 countries:
Germany
UK
France
Italy
Spain
100+
ad formats
(blue bubbles)
50,000
consumers
consulted
from theory to application for brand advertising
planning
tool
ad format
testing

13. low impact
high intrusion
high impact
high intrusion
high impact
low intrusion
low impact
low intrusion
a framework for decision making
impact
intrusion

15. Low Impact
LowIntrusion
Base: Yahoo! User UK, Source: Yahoo! Research, absolute score
a = auto initiated; f = floating; m = mouse over, c = click)
Custom
Expandable (m, f)
Floating (a)
Video (a)
Slidingroom (c)
Graphical Wallpaper (a,
f)
Expandable (m)
Autoinitiated (a)
Custom (animated)
Mail Tandem (m, f)
Exspondo (a, wallpaper)
Custom ad (animated,
f))
Mail Tandem Ad
Exspondo –(a)
LREC
Background plain color
change (no f)
Graphical Wallpaper (no
f)
MPU interstitial
Mail Log Out Video
Interstitial
High Impact
low impact
low intrusion
high impact
low intrusion
low impact
high intrusion
high impact
high intrusion
HighIntrusion

16. Low Impact
LowIntrusion
Base: Yahoo! User UK, Source: Yahoo! Research, absolute score
a = auto initiated; f = floating; m = mouse over, c = click)
Custom
Expandable (m, f)
Floating (a)
Video (a)
Slidingroom (c)
Graphical Wallpaper (a,
f)
Expandable (m)
Autoinitiated (a)
Custom (animated)
Mail Tandem (m, f)
Exspondo (a, wallpaper)
Custom ad (animated,
f))
Mail Tandem Ad
Exspondo –(a)
LREC
Background plain color
change (no f)
Graphical Wallpaper (no
f)
MPU interstitial
Mail Log Out Video
Interstitial
High Impact
HighIntrusion

17. Custom
Expandable (m, f)
Floating (a)
Video (a)
Slidingroom
Graphical Wallpaper (a, f)
Expandable (m)
Autoinitiated (a)
Custom (animated)
Mail Tandem (m, f)
Exspondo (a, wallpaper)
Custom ad (animated,
f))
Mail Tandem Ad
Exspondo –(a)
LREC
Background plain color
change (no f)
Graphical Wallpaper (no
f)
MPU interstitial
Mail Log Out Video
Interstitial
High Impact
HighIntrusion
Low Impact
LowIntrusion
a = auto initiated; f = floating; m = mouse over, c = click)
Base: Yahoo! User UK, Source: Yahoo! Research, absolute score

18. consumer favourite: slideshow in action...

19. homepage ad variant testing
 Recruiting Random sample in Yahoo!
Connections panel
 Survey Standardized online survey with
random ad exposure
 Base All Yahoo! Users 14+
 Field Time February / March 2010
 Sample Size n = 2,103
relative acceptability

20. acceptability = impact - intrusion
-2 -1.5 -1 -0.5 0 0.5 1 1.5 2 2.5
Custom ad (animated bckgrnd with floating)
Exspondo - no retracting with wallpaper
Colourchange
Floating
Custom
Autoinitiated
Exspondo - no retracting
Standard MPU interstitial
Mail Tandem Ad / user initiated floating
Mail Log Out MPU Video Interstitial
Custom ad (animated bckgrnd no floating)
Mail Tandem Ad / no floating
Graphical Wallpaper w/o floating
Background plain color change w/o floating
Expandable (News)
Video
Expandable
slidingroom
LREC
Base: Yahoo! user, Source: Yahoo! Research
standard deviation from the mean

21. format(s)
creative media
ad behaviour
ad

22. putting theory into practice: live campaign

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

24. vs. what we do...
what we say

25. best use of ad space
do actions speak louder than words?

26. phase II: ad format testing with usage metrics
how do different creative
executions of the same
ad impact on
 ad effectiveness
 acceptability

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

28. what they do (technical measurement)
time spent
site usage
ad click / mouse roll over interaction
what they say (survey)
advertising recall
brand awareness
brand image
ad assessment
homepage assessment
+

29. control group: LREC Yahoo! house ad

30. creative control group: LREC + mini banner

31. take over with floating
auto initiated & mouse over
31

32. take over with floating and animated background

33. 100
112
144 140
152
control
group
LREC mouseover autoinitiated take over +
animated
bckgrd
ad recall
index = control group (cg)
Base: Yahoo! User / Source: Yahoo! Research * compared to control group
+40%*
uplift for
ad format
+
ad behaviour

34. 100
204
190
250
LREC mouseover autoinitiated take over +
animated
bckgrd
aided recall of advertiser: McDonald’s
index (LREC= 100)
2.5x*
higher recall
for most
intrusive
ad format
Base: Yahoo! User / Source: Yahoo! Research * compared to control group

35. 21
18
17
30
21
24
Average control group LREC mouseover autoninitated take over +
animated
bckgrd
browsing duration
time spent
in seconds (till first click)
+33%*
time spent with
full page takeover
+67%*
time spent with
mouse over
???
touch metrics
Base: Yahoo! User / Source: Yahoo! Research * compared to control group

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

37. theory to practice:
planning

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

39. thank you
danke schön!
Laura Chaibi
Director of Research, EMEA
Yahoo!
Email: lchaibi@yahoo-inc.com
Tel: +44 207 131 1466
Mobile: +44 (0)7976 454 503
Ricardo Rubio González
Head of Research Europe
Yahoo!
Email: rubio@yahoo-inc.com
Tel: +(49) 89 231 97-555
Mobile: +(49) 162 288 99 67
for further information