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Why Display is Getting Better: A Mix of Science and Art Trends
- 1. Why display is getting better: A mix of science and art James Beser, Sr. Product Manager
- 2. Growing the digital audience Global Android Devices activated 2013 900M May 750M Sept 1B Sept
- 3. U.S. consumers spend 12 hours with media each day Shifting consumer behavior 53% of all mobile phones used in the U.S. are smart phones; 40% are using tablets Source: eMarketer Global Intelligence Report, Sept. 2013
- 5. Three Top Trends in Brand Display OUTs INs
- 6. Consumption What’s out? What’s in? Engagement
- 7. The Range Rover Lightbox
- 8. Engagement optimization efficiency 3.65% average engagement rate 1% 2% 3% 4% 3/19/13 3/23/13 3/27/13 3/31/13 “Our campaign gets smarter as it goes along.” — Kim Kyaw, Digital marketing and social media manager, Jaguar Land Rover
- 9. What’s out? What’s in? Mobile, Mobile, Mobile. nScreen
- 11. Beautiful experiences, at scale, across screens
- 12. Beautiful experiences, at scale, across screens
- 13. What’s out? What’s in? Guessing… Hoping… Praying… Ballparking… Assuming… Knowing
- 14. Have you seen this ad? 50% of online ads aren’t
- 15. Knowing that your ad was seen
- 16. Thank You
Editor's Notes
- If your ads aren’t viewed, you’re not really making an impression. Here’s a perfect example of what you don’t want to happen with your ads. You don’t want wasted impressions, but, Bonita, for your publishers, we’re actually finding many impressions that are considered “below the fold” which actually end up being viewable -- a great opportunity for publishers. The viewable impression problem - Being able to reach all the users you want is great, but how many of them really see the ads they’re served? According to Comscore, 3/10 of ads are never seen : http://www.comscore.com/Insights/Press_Releases/2012/3/comScore_Releases_Full_Results_of_vCE_Charter_Study This could be because the ad is far down the page, or it’s not viewable on the user’s screen resolution. This means half of brand budgets buying impressions on a CPM basis is wasted. What’s more, the industry has had this problem for over a decade, due to technology constraints that really couldn’t be fixed. You and your team spend a ton of time making sure you’re reaching the perfect audience, with the perfect creative. But was your ad really seen?
- Active View methodology demo: http://www.youtube.com/watch?v=ptWbL5nVmSo Let me show you Google’s viewability solution, called Active View, in action. This video [PLAY VIDEO] shows the interaction of a user with content, and monitors which ads meet the IAB’s viewability standard in real-time. What you’re seeing is ads come into view and change from red to green as they meet the 3MS (Making Measurement Make Sense) definition of this means that at least 50% of your ad was visible to the user for a duration of at least 1 second. Active View is a common currency that advertisers and publishers can use to measure, report, forecast, and buy on viewable advertising, coming soon to DoubleClick ad platforms and exchanges, and available on the Google Display Network. And already, our findings are showing powerful results. In order to have an impact, your ads have to be seen. And we’re seeing advertisers get better ROI from viewable impressions. We’ve found CTRs are 125% higher than average on impressions viewed for 20 seconds or more. In the future, our goal is that all ads will be bought on a viewable standard, guaranteeing no more wasted impressions for advertisers. <Brad Click>