This document discusses ad formats and how to choose the right format based on campaign objectives. It summarizes research testing over 250 ad formats across multiple countries. Formats that are more intrusive, like overlays and animated backgrounds, increased awareness but were also more disruptive to users. The research found that the most effective formats balanced intrusion and impact based on the campaign goal. Highly intrusive formats required the creative to be well-executed and fit the brand. Testing different formats helped identify the relative "acceptability" for different objectives.

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
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100s of activities ALL WEEK
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ENJOY!

3. relative acceptability

4. Ad Formats: from concept to award winning
about ad testing and
spotlight on 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: ‚intrusion‛ and ‚impact‛
Feedback and evaluation
Testing begins Evaluation
constructed
Focus on format not creative Metric mapping to work out
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

13. animated background with floating

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

25. Striking a balance

26. format(s)
creative ad media
ad behaviour

27. Theory to practice: the responsibility of creative

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

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

30. 5 Yahoo!
ad format homepage
variants ad
2000+ monadic
respondents testing

31. Control group: LREC Yahoo! house ad

32. Creative control group: LREC + mini banner

33. Take over with floating
auto initiated & mouse over

34. Take over with floating + animated background

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

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

37. 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
touch metrics
bckgrd
Base: Yahoo! User / Source: Yahoo! Research * compared to control group

38. 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 + animated bckgrd
practice
very good good
Base: Yahoo! User / Source: Yahoo! Research

39. Shared learning

40. Sliding room: first new approved format
SLIDING ROOM

41. The first live slideshow in action...

42. Extending the TV relationship online

43. From concept to award winning
SLIDING ROOM

44. Condoms to beer! Case studies on Yahoo!

45. 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, product launch, awareness, reach
 more acceptable: youth
high impact
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