The document is an IAB topline report from January 2015 that analyzes the effectiveness of IAB Display Rising Star ads compared to legacy UAP ads. Some key findings from the report include:
- IAB Display Rising Star ads generated 4x more ad recall and 3x more ad interaction than legacy UAP ads. They also showed 30% higher brand lift.
- Eye tracking data showed IAB Display Rising Star ads received gaze for 62% of impressions compared to 38% for UAP ads, and average gaze duration was 5x longer.
- Effectiveness measurements found IAB Display Rising Star ads drew significantly higher attention and interest, and were more engaging and persuasive than UAP ads.
Advertising Effect of Native RecommendationAdsplista GmbH
Native advertising promises to defeat the disadvantages of classical online advertising such as banner blindness and to be more effective than display advertising.
To prove the advantages, plista conducted a survey about the advertising effect of plista‘s Native RecommendationAds in collaboration with eye square.
Advertising Effect of Native RecommendationAdsplista GmbH
Native advertising promises to defeat the disadvantages of classical online advertising such as banner blindness and to be more effective than display advertising.
To prove the advantages, plista conducted a survey about the advertising effect of plista‘s Native RecommendationAds in collaboration with eye square.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
The 5 Secrets to Advertising Effectiveness (Vision One Research)Vision One Research
If you’re an advertiser, then it’s probably time to re-think your approach to advertising development and research. Combining the latest thinking with their own extensive research into emotion, Vision One has created AdProbe - an innovative new tool for creative agencies and advertisers to create highly effective advertising.
This deck introduces the ABX ad testing system, a paradigm shift in how companies can evaluate their paid and pre-test media. Their model conforms to the rules of faster, cheaper, deeper and better.
Q4 Metrics of Success: How to Measure the Impact of Your Holiday CampaignsTinuiti
The holidays are fast approaching and with those eager consumers looking to complete their shopping list. Savvy marketers are already planning and executing for their seasonal campaigns, but many can get stuck on a crucial step of this process: determining their key performance indicators (KPIs). In this webinar, we’ll breakdown how to establish your marketing goals, identify metrics that indicate success, find the right attribution model, leverage metrics to inform testing, and more!
Reaching the digital consumer is becoming a more fractured experience. Measuring accurate return on marketing spend requires the correct attribution model. Make sure your campaigns get the credit they deserve. Another top tip that is not mentioned here... Factor in lifetime value.
The typical small business spends $1,200 a month on PPC & wastes over 25% of their budget! This is generally due to haphazard approaches to account structure & quality score. Are you wasting dollars?
Join us Thursday, October 29th as WordStream & Hanapin Marketing showcase trending topics & strategies for building a foundation for PPC campaigns.
Learn tactics from our industry experts like:
-Best Practices for Campaign Structure
-Budget Allocation
-Ad Copy Theory
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
The 5 Secrets to Advertising Effectiveness (Vision One Research)Vision One Research
If you’re an advertiser, then it’s probably time to re-think your approach to advertising development and research. Combining the latest thinking with their own extensive research into emotion, Vision One has created AdProbe - an innovative new tool for creative agencies and advertisers to create highly effective advertising.
This deck introduces the ABX ad testing system, a paradigm shift in how companies can evaluate their paid and pre-test media. Their model conforms to the rules of faster, cheaper, deeper and better.
Q4 Metrics of Success: How to Measure the Impact of Your Holiday CampaignsTinuiti
The holidays are fast approaching and with those eager consumers looking to complete their shopping list. Savvy marketers are already planning and executing for their seasonal campaigns, but many can get stuck on a crucial step of this process: determining their key performance indicators (KPIs). In this webinar, we’ll breakdown how to establish your marketing goals, identify metrics that indicate success, find the right attribution model, leverage metrics to inform testing, and more!
Reaching the digital consumer is becoming a more fractured experience. Measuring accurate return on marketing spend requires the correct attribution model. Make sure your campaigns get the credit they deserve. Another top tip that is not mentioned here... Factor in lifetime value.
The typical small business spends $1,200 a month on PPC & wastes over 25% of their budget! This is generally due to haphazard approaches to account structure & quality score. Are you wasting dollars?
Join us Thursday, October 29th as WordStream & Hanapin Marketing showcase trending topics & strategies for building a foundation for PPC campaigns.
Learn tactics from our industry experts like:
-Best Practices for Campaign Structure
-Budget Allocation
-Ad Copy Theory
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
How to Optimise the Efficiency of Your Digital CommunicationLa French Tech
Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.
Amazon Marketing Cloud is a holistic measurement and analytics solution, and can be a treasure trove of data that can be converted into insights to drive your Amazon business.
Learning how AMC works can give you a robust understanding of your audience and your performance on Amazon – but knowing where to begin is the tricky part.
In this webinar, our Amazon Marketing Cloud expert will dive into how to utilize AMC to get the answers to your most pressing business questions on Amazon.
Summit 2013 legolas programmatic premium post event versionPhil Ripperger
The deck I co-presented with Ran Cohen of Upfront Digital Media (a Legolas Company) at IRI's Summit in April, discussing the evolution of digital advertising from direct response to brand building
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Opendatabay - Open Data Marketplace.pptxOpendatabay
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Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
2. 2 Summary: Rising Stars Ads and Brand Equity
IAB Display Rising Star Ads generate 4X more AD RECALL compared to Legacy
UAP Ads.
IAB Display Rising Star Ads generate 3X more AD INTERACTION: 34% interacted
with an IAB Display Rising Star Ad as compared to only 11% who interacted with
a Legacy UAP Ad.
IAB Display Rising Star Ads show 30% Higher Brand Lift compared to Legacy UAP
Ads. Brand Lift is even stronger for those who interact with the IAB Display Rising
Star Ads.
Eye Tracking lab data shows 62% of Ad Impressions received a Gaze for IAB
Display Rising Star Ads as compared to 38% for Legacy UAP Ads.
The average gaze duration per respondent in a session for IAB Display Rising Star
Ads was 5X longer than Legacy UAP Ads (4.5 seconds versus 0.9 seconds
respectively).
3. 3 Summary: Rising Stars Ads and Brand Equity
Ad effectiveness measurements show IAB Display Rising Star Ads draw
significantly higher ad Attention and Interest. They are also significantly more
Engaging and Persuasive.
IAB Display Rising Star Ads were also rated less Annoying and respondents were
less likely to avoid looking at these Ads compared to Legacy UAP ads.
When asked what they thought of the new IAB Display Rising Star Ad format
compared to the other traditional online Ads, about 65% of respondents think
that Rising Star ads give more personality to the brand, 64% think the ads are
more engaging, 60% that they give more control to the consumer, 60% think
Rising Star ad provide more information, and 58% think that they are more
entertaining or more attractive.
4. 4 Research Objective
Are IAB Display Rising Stars Ads More Effective in Brand Building?
Research Objectives:
• Assess the Effectiveness of IAB Display Rising Star Ads in
brand building.
• Assess the role of Interactivity of IAB Display Rising Star
Ads on brand building.
Background:
The research done to date
on the IAB Display Rising Star
Ad units shows increased ad
interaction behaviors,
indicating higher degrees of
attention and involvement
than the Legacy Universal Ad
Package (UAP) Ads.
However, the question
remained whether the IAB
Display Rising Star Ads are
more effective than the
Legacy UAP Ads in brand
building.
5. 5 Test Ads
Portrait Full Page Flex Pushdown Billboard
Four IAB Display Rising Star Ad formats were used for the study. Ad units represented a mix of industries and creative executions. Ads
selected for the study had to be available in both the IAB Display Rising Star Ad format as well as in the Legacy UAP Ad format to
allow for comparison. 10 such pairs were selected for the study.
6. 6 Test Websites Created by C3R
Custom websites were
developed for the purpose of
the study. The websites were
fully interactive to allow for an
immersive browsing experience.
The websites provided the ability
to:
- Customize content
- Change advertisements freely
- Contain browsing activities
within the online space
Custom websites were developed for the free browsing activities conducted during the lab sessions and online survey.
Respondents browsed
freely through custom-built
travel and health websites.
The genres were selected
for their universal appeal.
In addition, the content in
the health and travel
genres are generally the
least sensitive to change
over time.
7. 7 2 Phase Study Design
IDI Eye Tracker Sessions and Quantitative Survey
Qualitative and quantitative research was conducted to measure the effectiveness of IAB Display Rising Star ads over Legacy UAP
Ads in brand building.
Phase 1: IDI Eye Tracker Sessions
Qualitative in-lab individual eye tracker sessions
were conducted to observe user behavior and
gather respondent feedback on the IAB Display
Rising Star ads.
• N=96
• 10 Ad pairs were tested.
• 24 cells of n=4 each were exposed to 4 test
ads.
• Design allowed each Ad to be rated by at least
18 consumers.
• 2 Custom Websites.
Phase 2: National Online Survey
Quantitative online surveys were conducted to
validate qualitative findings and measure the
effectiveness of IAB Display Rising Star ads over
Legacy UAP Ads on brand building.
• Total N=1515
• 2 Survey Options were created to measure
effectiveness of Ads with Interaction or
without interaction.
• 10 Cells of n=60 (minimum) was obtained in
each of the 2 survey options.
• Design allowed each Ad to be rated by at least
120 respondents.
• 1 Custom Website.
8. Phase 1: Eye Tracker Lab
N=96
50/50 Browsing
Respondents were
asked to pay equal
attention to the
content on the custom
sites as well as other
elements including
advertising.
In-Lab Survey
Respondents were asked
to take a survey that
included:
• Unaided and Aided
recall.
• Partial exposure of test
ads followed by
attention ratings.
• Full ad Exposure
followed by
Engagement,
Persuasion and Brand
Ratings.
Qualitative
Interviews
Using the session
replay, respondents
interviewed to:
• Understand
processing of ads
through eye gaze.
• Gather feedback on
the IAB Display Rising
Star Ads.
Free Browsing
Respondents were
asked to freely browse
through two custom
websites for 15
minutes.
9. 9
N=96
Eye Tracker Gaze Data
IAB Display Rising Star Ads Have More Engagement Across Metrics
Data based on Eye Tracking sessions.
IAB Display Rising Star
Ads
Legacy UAP Ads
Total Number of Ad Impressions 934 806
Number of Ad Impressions with Gaze 581 308
Percentage of Ad Impressions with Gaze 62.2% 38.2%
Total Number of Ad Fixations 4,432 831
Total Ad Fixation Duration (milliseconds) 920940 169120
Average Ad Fixation* Duration per Respondent
(milliseconds) in the session
4,525 881
Percent of Respondents with Gaze 93.7% 59.9%
Ad impressions with
gaze was 63%
higher for IAB Display
Rising Star Ads.
*Measures the combined duration of each individual fixation on an ad.
On average,
respondents spent
over 5x as long
viewing a RS ad
10. Phase 2: Quantitative Survey
Survey Option A with no Ad Interaction (n=804)
Survey Option B with Ad Interaction (n=711)
Option A: Respondents were force exposed to the test ads as they would naturally appear on the site without the ability to interact.
Option B: Respondents were force exposed to the test ads as they would naturally appear on the site with instructions to interact.
Ad Recall
Unaided and Aided
Brand recall was
measured after
respondents finished
the browsing session.
Respondents were also
asked if they interacted
with the ads.
Brand Ratings
Ad Ratings
• Test Ads were shown
in a brief exposure to
measure Attention
metrics.
• After full exposure,
Engagement,
Persuasion and Brand
Equity ratings were
obtained.
Hypothesis Testing
A series of hypotheses
developed from the
Qualitative Eye Tracker
sessions were tested to
measure reactions to
the IAB Display Rising
Star Ad format vs.
Legacy UAP Ad format.
Free Browsing
Respondents freely
browsed one custom
built site for
approximately 5
minutes, simulating a
natural browsing
experience.
11. 11
N=1515
Unaided Ad Recall: Please try to recall as many advertisements as you
can.
Consumers Recall Seeing over One Third
of All IAB Display Rising Star Ads, almost
Four Times the Ad Recall of
Legacy UAP Ads
Unaided Ad Recall
Unaided Ad Recall Was 4X Higher For IAB Display Rising Star Ads
After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an
Unaided Ad Recall task.
34%
9%
Unaided Recall
IAB Display Rising Star Ads Legacy UAP Ads
12. 12
N=1515
Aided Ad Recall: Please tell us which brands you recall seeing in your
session today.
Consumers Recall Seeing Half of All IAB
Display Rising Star Ads, almost Triple the
Ad Recall of Legacy UAP Ads
Aided Ad Recall
Aided Recall Was Nearly 3X Higher For IAB Display Rising Star Ads
After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an Aided
Ad Recall task from a list of shown ads and decoy ads.
50%
19%
Yes
IAB Display Rising Star Ads Legacy UAP Ads
13. 13
C3Research’s proprietary quantitative model of Ad Processing was used to assess ad effectiveness. The model looks at Attention,
Engagement and Persuasion as the three dimensions of Ad Effectiveness that build brand equity and purchase intentions.
After completing the free browsing
and ad recall task, respondents
were exposed to a Legacy UAP
Ad and ad and brand ratings
were obtained as outlined below.
The ads were first shown in a brief
exposure setting to obtain ratings on
the Attention dimension.
The ads were then shown in a full
exposure setting followed by ratings
on Engagement, Persuasion and
Brand Rating metrics.
A second round of testing was
repeated for the IAB Display Rising
Star Ads.
Engagement
• Humor – 2 items
• Emotional – 2 items
• Annoying – 2 items
• Distasteful – 3 items
• Design – 2 items
• Creative – 2 items
• Entertaining – 2 items
Reliability Score (Cronbach Alpha)
Range: 0.75 to 0.90
Persuasion
• Changed Thinking – 2 items
• Relevance – 2 items
• Trust – 2 items
• Novelty – 2 items
• Useful Information – 2 items
• Counter Thoughts – 2 items
Reliability Score (Cronbach Alpha)
Range: 0.72 to 0.82
Attention
• Ad Avoidance – 2 items
• Comprehension – 2 items
• Fast Scrolling – 2 items
• Interest – 3 items
Reliability Score (Cronbach Alpha)
Range: 0.79 to 0.87
Ad Effectiveness & Brand Lift
C3Research AEP Model Was Used For Ad Effectiveness / Brand Lift
Brand Equity
• Brand Feelings
• Brand Consideration
• Brand Opinion
Brand Equity was measured only in post test after forced ad
exposures to avoid priming the respondents.
A Brand Equity Index Score was calculated as the average of
the three items and multiplying them by 100.
Each of the dimensions consisted of multiple scales as shown below:
Reliability Score (Cronbach Alpha) 0.95
After exposure to the ads, respondents were asked to rate them on a 5 point Likert scale on a
number of attributes used to assess Ad Effectiveness.
Results of regression analysis cited in reliability scores yield three dimensions related to
Ad Effectiveness (Attention, Engagement, Persuasion) and Brand Equity.
14. 14 Brand Equity
IAB Display Rising Star Ads Show A Higher Brand Lift
N=1515
On average, IAB Display Rising Star
Ads experience a 29.5%higher
brand lift with respect to
Legacy UAP Ads
44
34
Brand Equity Index Score
IAB Display Rising Star Ads Legacy UAP Ads
Brand Equity Index* Score
* Index score calculated from a composite scale measuring Change in Brand
Opinion, Brand Feelings, and Brand Consideration. See slide 10 for details. Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
15. 15
2
3
4
Avoidance
[Reversed]
Comprehension Scrolled Fast
[Reversed]
Interest ATTENTION
Rising Star Ads Standard Test Ads
N=1515
**Avoidance & Scrolled Fast values
were reversed to be comparable to
the other dimensions.
IAB Display Rising Star Ads Legacy UAP Ads
Strongly
Disagree=1
Neutral
Strongly
Agree=5
IAB Display Rising Star Ads
were rated more
interesting and received a
higher attention score.
Respondents were also less
likely to avoid such ads
compared to the Legacy
UAP Ads.
Legacy UAP Ads were
rated marginally higher in
ease of comprehension.
* * *†
† marginally significant at 90% Confidence Interval
Ads were more interesting and respondents were less likely to avoid IAB Display Rising Star Ads.
Ad Attention
IAB Display Rising Star Ads Draw More Attention
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
16. 16 Ad Engagement
IAB Display Rising Star Are More Engaging
2
3
4
Humor Emotional
Response
Annoying
[Reversed]
Distasteful
[Reversed]
Design Creative Entertaining LIKING
Rising Star Ads Standard Test Ads
N=1515
**Annoying and Distasteful values
were reversed to be comparable to
the other dimensions.
Strongly
Agree=5
Neutral
Strongly
Disagree=1
AD
LIKING
IAB Display Rising Star Ads Legacy UAP Ads
* * * * * * *
*
IAB Display Rising Star Ads
were rated significantly
higher than Legacy UAP
Ads across ALL
Engagement dimensions.
Important to note that the
IAB Display Rising Star Ads
were considered less
annoying than Legacy
UAP Ads, despite the fact
that IAB Display Rising Star
Ads tend to be bigger in
size and longer in duration!
Ads were entertaining, creative, humorous, and evoked emotions. They were also less annoying.
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
17. 17
2
3
4
Changed
Thinking
Relevance Trust Novelty Useful
Information
Counter
Thoughts
[Reversed]
PERSUASION
Rising Star Ads Standard Test Ads
Ad Persuasion
IAB Display Rising Stars Are More Persuasive Than UAP Ads
N=1515
* * * * * *
Strongly
Agree=5
Neutral
Strongly
Disagree=1
IAB Display Rising Star Ads
are more persuasive than
Legacy UAP Ads.
IAB Display Rising Star Ads
were perceived to provide
Useful and Trustworthy
information. The Ads were
also rated higher on
Novelty, Relevance, and
Changed Thinking about
the brand.
IAB Display Rising Star Ads Legacy UAP Ads
**Counter Thoughts values were
reversed to be comparable to the
other dimensions.
Ads were higher on Useful Information, Trust, Novelty, Changed Thinking, and Relevance.
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
19. 19
34%
11%
Definitely Yes
IAB Display Rising Star Ad Legacy UAP Ad
Ad Interaction
IAB Display Rising Star Ads Have 3X Higher Interaction Rates
After the naturalistic free browsing sessions, respondents were asked whether they had interacted with the ads. 34% of
respondents recalled interacting with IAB Display Rising Star Ads whereas only 11% recalled interacting with the Legacy
UAP Ads.
N=1515
Please tell us how many ads you interacted with during the web browsing session.
1 in 3 recall interacting with
IAB Display Rising Stars ads
3x higher interaction rate than
Legacy UAP ads
20. Effects of Interaction on IAB Display Rising Star Ads
During the forced exposure exercise, respondents either viewed the test ads with no ability to interact (Option A), or were
instructed to interact with the test ads (Option B).
Option A
N=804
Respondents were force
exposed to the test ads as
they would naturally appear
on the site without any
interaction.
Option B
N=711
Respondents were force
exposed to the test ads as
they would naturally appear
on the site with instructions
to interact.
21. 21
The change in brand equity was
16.6%higher for respondents
who interacted with the IAB Display
Rising Star Ads.
Brand Equity
Interaction With IAB Display Rising Star Ads Lifts Brand Equity Further
In both survey options (with or without Interaction), positive brand equity is created. However, the change in brand
equity is stronger when respondents interact with the IAB Display Rising Star Ads in Survey Option B.
N=1515
Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
48
40
Brand Equity Index Score
Interaction (Option B) No Interaction (Option A)
Brand Equity Index* Score
* Index score calculated from a composite scale measuring Change in Brand
Opinion, Brand Feelings, and Brand Consideration. See slide 10 for details.
22. 22
2
3
4
Humor Emotional
Response
Annoying
[Reversed]
Distasteful
[Reversed]
Design Creative Entertaining AD LIKING
No Interaction Interaction
Ad Engagement
Interaction Leads To Higher Ratings On Entertainment And Humor
Strongly
Disagree=1
Neutral
Strongly
Agree=5
Respondents who
interacted with IAB Display
Rising Star Ads rated them
higher on Humor,
Emotional Response, and
Entertainment suggesting a
deeper level of
engagement with the Ads.
N=804 N=711
*
*
*
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
23. 23
2
3
4
Changed
Thinking
Relevance Trust Novelty Useful
Information
Counter
Thoughts
[Reversed]
PERSUASION
No Interaction Interaction
Ad Persuasion
Ads Are More Persuasive When Respondents Interact
N=804 N=711
* * *
Interacting with IAB Display
Rising Star Ads leads to a
significant lift in persuasion.
Increased persuasion
appears to be driven by
Changed Thinking about
the brand and Relevance
of the brand message.
Strongly
Disagree=1
Neutral
Strongly
Agree=5
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
24. 24 Reasons for Interaction
Brand & Product Liking, Curiosity, And Learning Drives Interaction
N=516
Brand and Product Interest
are obviously an important
reason for interaction.
However, note how
curiosity, ad’s ability to
draw in, and learning are
cited as the reason for
interaction. This would
suggest that IAB Rising Star
Ads can drive interaction
with the ads by making the
Ads intriguing as well as
making learning about the
brand entertaining and
fun.
Just entertainment may
not be enough of a
motivation to interact as is
seen from the low 43% of
users who cite this as a
reason to interact.
I interacted with the Ad because…
43%
43%
57%
69%
69%
72%
74%
75%
76%
81%
…I knew that interacting with the ad wouldn’t take me off the page
…I wanted to be entertained
...it is a unique ad
…the message was relevant to me
...it is an enjoyable way to learn about the product
…I wanted to learn more
…the ad drew me in
…the ad made me curious
…I am interested in the product
…I like the brand
…the ad made me curious
…the ad drew me in
…I wanted to learn more
…it is an enjoyable way to learn about the product
Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
25. 25
N=782
About 90% in this group
cite “Don’t usually Click /
Interact with Ads” as their
main reason for not
interacting. IAB Display
Rising Star had to get past
this behavioral barrier for
increased effectiveness.
Ads also have to provide
additional value in terms of
learning or information to
induce people to interact
with the ads.
Almost one third also cite “I
did not know I could
interact” as the reason for
not interacting. This calls
for making the interaction
elements more salient in
the ads.
I did not interact with the Ad because…
29%
36%
39%
40%
42%
54%
71%
87%
90%
…the ad did not seem informative
...I didn’t know I could interact with the ad
…the ad did not seem entertaining
…the ad did not seem unique
…I was afraid the ad would open a new page
…I got all the information I needed without interacting with the ad
…there was nothing more that I wanted to learn about the products
advertised
…I don’t usually interact with ads
…I don’t usually click on ads…I don’t usually click on ads
…I don’t usually interact with ads
…there was nothing more that I wanted to learn about the products
…I didn’t know I could interact with the ad
Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
Reasons for NO Interaction
Consumers Usually Don’t Click On Or Interact With Ads
26. Ad Comparison Metrics
Some major findings from the Qualitative phase of the research were
presented in the survey to obtain statistical validation.
27. 27 New Ad Format vs. Traditional Ads
IAB Display Rising Star Ads Preferred To Traditional Ads
N=1515
Compared to the traditional online ads, the NEW Ad Format…
69%
65%
64%
60%
60%
58%
58%
52%
51%
… is more interactive
… gives more personality to the brand
… is more engaging
… gives me more control
… provides more information
… is more entertaining
… is more attractive
… is less annoying
… is less intrusive
Overall, the IAB Display Rising Star Ads were considered more interactive, engaging, entertaining & attractive. Respondents felt that they
gave the brands more personality as well as gave them more control and information. However, they were split on whether they found the
ads intrusive or annoying.
Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
28. 28
…I can stay on the page when clicking on it 3.71
…there are many unique elements to play with 3.63
…it provides so many different ways to interact with the
ad such as click, drag, expand, mute, etc.
3.62
…there is not much I can interact with 3.19
…there are few elements I can interact with 3.12
…the ad will take me to another page wherever I click on it 3.10
IAB Display Rising Star Ads are rated more interactive by most of respondents because they are able to stay on the page when they click
on the ad, there are many unique elements in the ad to play with, and it offers many different ways to interact with the ad.
N=1515
IAB Display Rising Star Ads are More Interactive
The NEW Ad Format is MORE INTERACTIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is LESS INTERACTIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
69% Agree
31% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS MORE INTERACTIVE
29. 29
…the ad format is well suited to present the brand story 3.71
…the brand presentation is visually rich and exciting 3.67
…the ad is more about brand information than sales 3.63
…my experience is richer and more positive with such ads 3.49
…it just wants to sell me a product 3.69
…I can’t relate to the story in the ad 3.19
…the message is not presented in any unique way 3.19
…the content had nothing to do with the brand 2.74
IAB Display Rising Star Ads present the brand story in a visually rich & exciting way which gives the brands more personality. However, some
were unable to relate to the story of the ads & did not find the ads cohesive as the content was not connected to the brand or product.
N=1515
IAB Display Rising Star Ads Have More Personality
65% Agree
35% Disagree
Compared to the traditional online ads, the NEW Ad Format…
GIVES MORE PERSONALITY TO THE BRAND
The NEW Ad Format gives MORE PERSONALITY to the brand because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format gives LESS PERSONALITY to the brand because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
30. 30 IAB Display Rising Star Ads are More Engaging
…it has different elements I can explore 3.75
…there are unique elements in the ad 3.69
…it’s like having a website in an ad 3.65
…it appeals to my learning style 3.50
…it has material relevant to me 3.49
…I don’t like playing with this ad 3.65
…I don’t find it interesting 3.59
…it takes too much of my time to get the complete message 3.40
…the size is so large I would purposefully look away 3.25
…it has meaningless content 3.21
The different elements to be explored, uniqueness of these elements & the website within an ad concept make the IAB Display Rising Star
Ads more engaging. However, some felt that the ad message took too long to unfold, making the ads less engaging.
N=1515
Compared to the traditional online ads, the NEW Ad Format…
IS MORE ENGAGING
64% Agree
36% Disagree
The NEW Ad Format is MORE ENGAGING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is LESS ENGAGING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
31. 31 IAB Display Rising Star Ads Provide More Control
…it lets me choose what I want to watch 3.87
…I can interact with the ad in different ways 3.81
…I can easily skip to the sections I want to watch 3.75
…the ad elements start playing automatically 3.49
…it is hard to figure out how to control the ad 3.29
…I had trouble closing the ad 2.93
The NEW Ad Format gives LESS CONTROL because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
Respondents felt that IAB Display Rising Star Ads gave them more control with the ability to choose what to watch as well as interact with
the ad in different ways. However, some users have difficulty learning how to control and interact with the ads.
N=1515
60% Agree
40% Disagree
Compared to the traditional online ads, the NEW Ad Format…
GIVES MORE CONTROL
The NEW Ad Format gives MORE CONTROL because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
32. 32
…I can explore the ad to understand the message fully 3.85
…it provides relevant information about the product 3.81
…it has layers of information that I can access as I want 3.78
…it gives me information about the topic in general 3.78
…it provides information in an interesting way 3.77
…it gives me the information I need to make a purchase decision 3.57
The NEW Ad Format is MORE INFORMATIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
…it is more of a gimmick 3.22
…it requires more time to process 3.07
…there is meaningless information not related to the product 2.93
…the information is overwhelming 2.67
The NEW Ad Format is LESS INFORMATIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
As the IAB Display Rising Star Ads allow the users to explore the message more fully and provide layers of information about the product,
they are considered more informative. However, these ads take longer to process and some find the information overwhelming.
N=1515
IAB Display Rising Star Ads are More Informative
60% Agree
40% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS MORE INFORMATIVE
33. 33
Compared to the traditional online ads, the NEW Ad Format…
IS MORE ATTRACTIVE
IAB Display Rising Star Ads are More Attractive
…has attractive visuals 3.92
…is better produced 3.74
…is more sophisticated looking 3.70
…is placed in a location I prefer 3.56
…it is placed in the middle of my content 3.58
…the size is too large 3.32
…there is too much going on in the ad 3.19
…the colors are too distracting 2.67
IAB Display Rising Star Ads are considered more attractive by a majority of respondents as they have attractive visuals, are considered
better produced and are overall more sophisticated looking.
N=1515
58% Agree
42% Disagree
The NEW Ad Format is LESS ATTRACTIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is MORE ATTRACTIVE because it…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
34. 34 IAB Display Rising Star Ads are More Entertaining
…it is more creative 3.88
…it has unique elements 3.82
…it is better at story telling 3.58
…it has a sense of drama 3.24
…the presentation is boring 3.14
…there are no unique elements 3.11
…it is not very creative 3.06
…it does not play on its own 2.79
Respondents find IAB Display Rising Star Ads more entertaining than traditional ads as they are more creative, have unique elements, tell a
better story and have a sense of drama. However, some find them boring and dislike the fact that they do not auto-play.
N=1515
58% Agree
42% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS MORE ENTERTAINING
The NEW Ad Format is MORE ENTERTAINING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is LESS ENTERTAINING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
35. 35
52% Agree
…it does not try to push information on me 3.83
…the elements are not flashing to grab my attention 3.82
…the visuals are not distracting 3.73
The NEW Ad Format is LESS ANNOYING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
48% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS LESS ANNOYING
…I feel like I am forced to watch the ad 3.56
…the visuals are distracting 3.18
…the elements move too much 3.09
The NEW Ad Format is MORE ANNOYING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
….
N=1515
Respondents are split on whether they find the IAB Display Rising Star Ads more or less annoying than traditional ads. While some do not
find the ads ‘pushy’ or vying for attention, some feel forced to watch the ads.
IAB Display Rising Star Ads Split on Annoyance
36. 36 IAB Display Rising Star Ads Split on Intrusiveness
Respondents are split on whether they find the IAB Display Rising Star Ads more or less intrusive. While they feel that the ads do not force
themselves over the content, they find the ads too large and some consider that interrupting.
N=1515
51% Agree
49% Disagree
The NEW Ad Format is LESS INTRUSIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is MORE INSTRUSIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
…it does not force itself in front of the content I am reading 3.95
…it does not interrupt what I am doing on the page 3.92
…it does not take me away from the page when I click on it 3.85
…it interrupts what I am doing on the page 3.70
…it forces itself in front of the content I am reading 3.68
…it is too big in size 3.41
…it takes me away from the page when I click on it 3.40
Compared to the traditional online ads, the NEW Ad Format…
IS LESS INTRUSIVE
37. 37 Ad Liking
IAB Display Rising Star Ads Liked Over Other Ads
N=1515
IAB Display Rising Star Ads
are liked significantly
higher than other kinds of
online ads.
The feature of interacting
within an ad without
leaving the page is
appealing to respondents.
However, large ads that
take over the web page,
even temporarily, are not
appealing.
There are many different types of ads online. Please rate how much you like or dislike the following types of ads.
1.86
1.87
1.95
2.03
2.14
2.21
2.66
2.94
3.22
3.42
1 2 3 4 5
Ads that pop up over the content of your webpage
Large ads that take over the web page temporarily
Ads that start playing sound automatically
Video ads that automatically start playing
Ads that blink to draw attention
Video ads that appear while watching video content
Targeted ads that are relevant to your browsing habits
Several small ads on a web page
The NEW ad format shown in this survey
Ads that allow you to interact without leaving the page
Strongly
Dislike
Strongly
Like
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40. 40 Interaction & Ad Attitudes
More Positive Ad Attitudes Leads To More Willingness To Interact
N=1515
Please tell us which of the following best
describes your attitude about advertising.
How likely would you be to interact with this
type of ad in the future?
Despite the negative
attitude towards online
advertising, a sizeable
portion of the population is
willing to interact with
Rising Star Ads. Overall,
37% of consumers say they
are likely to interact with
IAB Display Rising Star Ads
in the future.
Even those with negative
attitudes towards online
advertising express some
interest in interaction with
IAB Display Rising Star Ads.
How likely would you be to interact with this
type of ad in the future?
6% likely to interact
with ads in the future.
16% likely to interact
with ads in the future.
24% likely to interact
with ads in the future.
88% likely to interact
with ads in the future.
59% likely to interact
with ads in the future.
Overall, 37% of respondents would be likely to interact with ads in the future.