This document discusses how brands can engage consumers in today's crowded media landscape. It notes that attention is scarce, with people exposed to thousands of advertising messages daily. Only a small percentage of ads are remembered or deemed relevant. The document recommends that brands create engaging experiences for consumers, talk to those interested in listening, and reach people at the right moments. It provides examples of how interactive ad formats like engagement ads can help brands better connect with audiences.

2. Attention is a scarce resource.
Branding is the experience marketers
create to win that attention.
-- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush

3. On average, each
person is exposed to
advertising messages
per day
5000

4. 12HRS The amount of time consumers spend consuming
media every day, including MEDIA MULTI-
TASKING
Each brand fights for undivided attention

5. How many of these brands
or messages will they
actually pay attention to
and remember?

6. 14%
of consumers remember the
last display ad they saw
2.8%
thought the ad was
relevant to them
Source: Infolinks, Dec 2012

8. Three things.
Create engaging, lean forward experience for consumers
Talk to consumers who want to listen to you
Reach consumers at the right moments
1
2
3
Create engaging, lean forward experience for consumers1

9. Talk to consumers and not at them
Talking at consumers
PASSIVE Consumption
You haven’t got their full attention
Talking to consumersACTIVE Consumption
Get their full attention with ads they have to
ENGAGE with

10. Consumers are spending more time with
ads requiring active consumption
2010 2011 2012 2013
1
3
5
7
9
Seco
nds
Source: Display Benchmarks, DoubleClick Rich Media Gallery, October 2010 –April 2013
Interaction time with expandable ads (UK)

11. Create a Lean-in experience
Interact with new audiences, through
rich, captivating brand messages
With Engagement Ads

12. Providing a lean-in, engaging experience for
consumers drove great results for Oxfam
*Compared
to
a
fixed
rate
card
engagement
provider
in
a
head
to
head
test
7.3M reached via
Google CPE
(Oxfam only paid for 129k deep engagements)
52%LOWERC
PE*
13%
HIGHER -- Alison Price, Digital Acquisition manager, Oxfam
ENGAGEMENT*
RATES

13. Three things.
3
2 Talk to consumers who want to listen to you
1 Create engaging, lean forward experience for consumers1

14. TRADITIONAL MEDIA ENGAGEMENT ADS
Talk to consumers who want to listen to you
• One size fits all message • Tailored, relevant messaging
• No clarity as to who your message has engaged • Clear engagement metrics
• Pay for ad to be shown, regardless of who actually engages • Pay ONLY for those who engage with your ad

15. Most accidental expansions
happen in the first two
seconds of hovering
Source: Google Internal Data, August 2012
Number of Abandoned Hovers by Time
Ensure meaningful engagement with
a two-second hover delay
A two-second hover delay qualifies
user engagement and eliminates
nearly all accidental expansion
FIRST 2 SECONDS AFTER 2 SECONDS

16. Grow engagement rateFind new users ready to
consume your brand message
Speak to the people most likely to engage
Save timeYour campaign is automatically managed
and optimized
Explore sitesAccess new, quality inventory at
scale
Efficient campaigns
High engagement rates yield major efficiency
Using our auto-optimization tool

17. Three things.
2 Talk to consumers who want to listen to you
1 Create engaging, lean forward experience for consumers1
3 Reach consumers at the right moments

18. Key moments missed with typical
‘branding’ model
BRANDING [PUSH]
DIRECT RESPONSE [PULL]
PURCHASE
DECISION
JOURNEY
1. Inspiration
2.Research
5.Loyalty
• TV
• Online Video
• Sponsorships
• CPM Reserve Display
• CPC Display
• Search
MISSED OPPORTUNITY

19. Engage your audience and prompt
them to act
2.Research
With engagement ads, your
audience is truly OPTING IN and
interacting with your brand
ENGAGE passive viewers during
their purchase journey by blending
PUSH + PULL messaging to secure
your spot in the consideration set
THE BEST OF BOTH WORLDS
+
PUSH
Passive consumption
Early in purchase journey
Active consumption
Late in purchase journey
MESSAGING
PULLMESSAGING

20. Samsung ran a Livestream directly
from a Lightbox ad for the unpacking
of their Galaxy S4 smartphone.
GREAT FOR A PRODUCT LAUNCH
Millions of views
of livestream
Hundreds of 000’s of views
in the Lightbox Engagement ad
Use inspiring or useful content to connect
with consumers during the engage phase

22. STANDARD LIGHTBOX
Use inspiring and useful content to connect
with consumers during the engage phase
Hover over a standard size ad for
2 seconds, and the Lightbox ad
expands to a huge, customizable,
canvas – at great way to show
them your video content.

23. CATALOG LIGHTBOX
Use inspiring and useful content to connect
with consumers during the engage phase
Catalog Lightbox expands full-screen
to showcase a Google catalog that
users can interact with.
Hover over a static ad for 2 seconds to
reveal a beautiful brand experience

24. Use inspiring and useful content to connect
with consumers during the engage phase
MASTHEAD LIGHTBOX
Masthead Lightbox, which runs with
the same creative as a YouTube
masthead, extends the reach and
frequency of your campaign to users
outside of YouTube

25. DRIVE LIGHTBOX
Use inspiring and useful content to connect
with consumers during the engage phase
Drive consideration of Auto sales further
through a car configurator, and a rich auto
interior and exterior exploration experience.

26. Use inspiring and useful content to connect
with consumers during the engage phase
Bring Live-streaming events straight
to your target audience all over the
web, maximising your opportunity to
gain views of your live event
LIVE LIGHTBOX

27. Capture & keep your audience’s attention with
an engaging, accountable & efficient solution
HOVER TO PLAY
The ad begins in a
standard, scalable ad
unit
On mouse hover, a two-second delay
qualifies user engagement
The video
automatically plays
with sound
1 2 3

28. Engagement ads provide the perfect
solution to:
2 Talk to consumers who want to listen to you
1 Create engaging, lean forward experience for consumers1
3 Reach consumers at the right moments

30. Metrics, pricing and creative basics
* Please see full creative specifications for details.
Format Estimated Metrics Min. spend
(during 3 monts)
Est. Turnaround Basic Creative requirements*
Hover to Play
(AW)
Eng. Rate: 2,5%+
CPE: 1 – 5 rub
none 1 day
Invitation state image, Closing state image
YouTube Video URL, Exit URL
1-Video
Lightbox (AW)
Eng. Rate: 2,5%+
CPE: 1 – 5 rub
none 1 day
Invitation state image, Closing state image
YouTube Video URL, Exit URL
Masthead
Lightbox
Eng. Rate: 2,5%+
CPE: 2 – 7 rub 450k rub 9 days
Invitation state FLAs & SWFs, YouTube Masthead FLAs &
SWFs, Fonts, Exit URLs
Standard
Lightbox
Eng. Rate: 2,5%+
CPE: 2 – 7 rub 300k rub 10 days
Invitation state FLAs & SWFs, Expanded state FLAs &
SWFs, Fonts, Exit URLs
Drivebox
Eng. Rate: 2,5%+
CPE: 2 – 7 rub
3 mln rub 15 days
Invitation state FLAs & SWFs, Images of car for
configurator, Videos, Photos, Fonts, Exit URLs
Catalogue
Lightbox
Eng. Rate: 2,5%+
CPE: 2 – 7 rub 750k rub 18 days
A .pdf catalogue, Google Merchant center feed which links
to the catalogue, Invitation state image

31. Engagement at scale
Reach billions of quality impressions a day to connect with your ideal audience
*Source: ComScore April 2013
Reach
Google Display reaches 93% of UK Internet users – 41M unique visitors a month across *
Safety
Brand safety features ensure ads only appear on brand safe content
Quality
Ads served on 65% of Comscore’s top 250 sites

32. Engagement Ads are a great
complement to video campaigns….
Reuse the same
YouTube creative
Reach
Target users not
on YouTube
Frequency
Increase exposure
to message
Efficiency
Effective CPMs
are under $5
Ease of execution

33. Complement TrueView with Hover to
Play
Efficiency
Effective CPMs are
approximately $3
Ease of Execution
Reuse the same YouTube
video & add starter image
Reach
13m unique users
not on YouTube but on GDN
in Russia
Frequency
Increase Exposure
of Message

34. Efficiency
Effective CPMs are
approximately $5
Ease of Execution
Reuse the same YouTube
creative
Reach
28m unique users
who don’t see
the homepage
Frequency
Increase Exposure
of Message
Complement a Masthead with a Mastbox