SlideShare a Scribd company logo
Future Formats, Brand Effectiveness
and Measurement
Steve Chester,
Director of Data & Industry Programmes, IAB
2nd October 2013
Agenda
1. IAB Video Rising Stars
2. Brand Effectiveness -
Interactive Formats
3. Measurement
• Viewable Impressions
• Digital GRPs
1. IAB Video Rising Stars
5 Formats
IAB Digital Video
Rising Stars
Description Why Selected
Filmstrip Scrollable, multipanel, horizontal unit,
much like “The Filmstrip” Display and
Mobile Standard Ad Units
Richly engaging experience with tons
of content possibilities delivered in
page with users fully in control
Ad Control Bar Sitting above the player controls, an
elegant interface allowing viewers to
engage in multiple ways, if they so
choose
Allows any ad to be interactive without
affecting video ad content
TimeSync Rich ad content overlaid on video,
changing in sync with video ad
content
Targets and invites interaction at the
most appropriate moments
Extender Allows viewer to choose to continue
viewing ad content
Provides opportunity for deep video
engagement, with permission
Full Screen Invites viewer to interact and then fills
player with a full canvas of interaction
possibilities including more video,
social and catalogs
Allows for an immersive, in-page ad
experience, with users in control
Display Rising Stars
http://www.iabuk.net/resources/standards-and-guidelines/display-advertising-guidelines
2. Brand Effectiveness
Background and Methodology
• Performance of formats across five key brand metrics
• Aided Brand Awareness
• Online Ad Awareness
• Message Association
• Brand Favourability
• Purchase Intent
• Based on
• 910,762 respondents from 15 countries including UK, USA,
Europe, South America and Australasia
• 940 campaigns measured
• 18,724 unique combinations of creative and website use
Sales
Funnel
* Exposure to these formats not always mutually exclusive due to sample sizes
Background and Methodology
• Three new online display formats
• Billboard* (970 x 250)
• Wall Paper* (custom)
• Half page (300 x 600)
• Three established online display formats
• MPU (300 x 250)
• Banner (728 x 90)
• Skyscraper (160 x 600)
• Retrospective analysis of global campaigns in 2010 &
2011 using Dynamic Logic MarketNorms® data
Formats analysed
Wall Paper
Billboard
HalfPage
MPU
Banner
Skyscraper
Billboard
Half Page
Wallpaper
Results02 October 2013iabuk.net/contact
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Aided Brand Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Wallpaper shows the greatest uplift in
Brand Awareness
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Upliftamongstthoseexposedto…
Q: Have you heard of the following brand?
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Online Ad Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard dramatically out performs all
formats for Ad Awareness
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Upliftamongstthoseexposedto…
Q: Have you seen the following brand advertised online in the past 30 days?
0%
1%
2%
3%
4%
5%
6%
Message Association
Wallpaper Half Page MPU Skyscraper Banner
Wallpaper offers greatest uplifts in
Message Association
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK,
insufficient sample size to break out results for Billboard
Upliftamongstthoseexposedto…
Q: Which of the following brands, if any, uses the following message in its advertising?
-2%
-2%
-1%
-1%
0%
1%
1%
2%
2%
3%
3%
Brand Favorability
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard most positive in driving Brand
Favourability
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Upliftamongstthoseexposedto…
Q: How would you describe your overall opinion of the following brand?
-2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
Purchase Intent
Wallpaper Half Page MPU Skyscraper Banner
Skyscraper (followed by Wallpaper) best
for Purchase Intent
Upliftamongstthoseexposedto…
Q: How likely are you to purchase the following brand?
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK,
insufficient sample size to break out results for Billboard
The best performing formats
Brand metric Best
performing
format
Uplift of
best format
Average uplift of
traditional formats
Best new format
vs traditional
average
Aided Brand
Awareness Wallpaper 2.1% 1.1% x 2 better
Online Ad
Awareness Billboard 16.6% 1.8% x 9 better
Message
Association Wallpaper 5.2% 0.7% x 7 better
Brand
Favorability Billboard 2.5% 0.7% x 4 better
Purchase
Intent Skyscraper 1.4% 0.7% n/a
Recommendations
• Larger formats perform particularly well at the start of the
purchase funnel – campaigns should be planned accordingly
• Creative needs to be considered carefully when using
wallpaper and home page take over ads as these can have a
polarising effect on users
• When driving awareness (e.g. for new brands) new larger
formats can play an invaluable role
3. Measurement
US - Making Measurement Make Sense
(3MS) – What & Who?
A cross-industry collaboration that will
improve planning, buying and
measurement of digital media and facilitate
cross-platform comparison across ALL
media...digital and legacy.
Facilitators: Supporters:
US - Making Measurement Make Sense (3MS) –
5 Guiding Principles of digital measurement
1
• We need to move to a “viewable impressions” standard
2
• Online advertising must migrate to a currency based on audience
impressions, not gross ad impressions.
3
• Because all units are not created equal, we must create a
transparent classification system.
4
• We must determine interactivity “metrics that matter” for brand
marketers, so that marketers can better evaluate online’s contribution
to brand building.
5
• Digital media measurement must become increasingly comparable
and integrated with other media.
Proposed Viewable Impression Standard
– most display ads
50% of the ad
viewable for a
minimum of
1 second
Results in 2012……
• MRC overseeing measurement. Last test:
• 3 billion impressions, 22 campaigns, 17 advertisers, 12
agencies
• Viewability varied considerably
• Viewability varied by ad size
• However large proportion of unmeasured viewability
(0 – 77%)
• Non-viewability causes
• Cross Domain iFrames
• Varying capabilities across the viewable vendors
• Ad viewability tags not firing
Revised Proposed Standards – Video,
Rising Stars & Mobile
Some questions arising / other thoughts
• Screen resolution?
• Yield concerns . Will price/CPMs increase?
• More above the fold ads – at expense of content/user
experience?
• Free market economy – doesn’t performance dictate price?
• Performance – will this render CPA’s unachievable?
• How to integrate with RTB?
• Below-the-fold misnomer
• Viewability for content rich sites v. similar to above the fold.
• Benefit to user and advertiser not cluttering in-view page with
ads.
Viewable Impressions Cross-Industry
Working Group
Revised IAB UK 5 step plan
IAB US
• Continued engagement with IAB US & MRC to view results,
recommendations, next steps, timeline for rollout.
Working
Party
• Formation of cross-industry working group to review 3MS,
opportunities, challenges, potential rollout in UK.
Education
• Creation of online resource and FAQ outlining initiative, current
status and next steps of working party
Research
• IAB UK Impression Viewability research study – Q4 2013 / Q1
2014.
Standard
• Rollout of baseline Viewability standard to UK market – 2014
(tentative - tbc)
Thank You!
steve@iabuk.net

More Related Content

What's hot

1 display lecture - shir - ppt - 31.10.13
1   display lecture - shir - ppt - 31.10.131   display lecture - shir - ppt - 31.10.13
1 display lecture - shir - ppt - 31.10.13iablta
 
Mads solution presentation. Make more money quicker and easier
Mads solution presentation. Make more money quicker and easierMads solution presentation. Make more money quicker and easier
Mads solution presentation. Make more money quicker and easierRoberto Rodríguez
 
Display & rich media planning
Display & rich media planningDisplay & rich media planning
Display & rich media planning
ashish22in
 
Engagement Advertising - ikoo.com
Engagement Advertising - ikoo.comEngagement Advertising - ikoo.com
Engagement Advertising - ikoo.com
Imba979
 
Blueseed
BlueseedBlueseed
Blueseed
Vag Media
 
AdAsia
AdAsiaAdAsia
AdAsia
Vag Media
 
You Tube for digital agencies 2013
You Tube for digital agencies 2013You Tube for digital agencies 2013
You Tube for digital agencies 2013
Anatoly K
 
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...
Cristal Events
 
Com score from_tv_to_total_video (1)
Com score from_tv_to_total_video (1)Com score from_tv_to_total_video (1)
Com score from_tv_to_total_video (1)Teads.tv
 
INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...
INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...
INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...
Cristal Events
 
Definition of Paid Media and more
Definition of Paid Media and moreDefinition of Paid Media and more
Definition of Paid Media and more
Shaurya Tyagi
 
Advertising on Google
Advertising on GoogleAdvertising on Google
Advertising on Google
mediaant
 
BlueSeed_Credentials_2015
BlueSeed_Credentials_2015BlueSeed_Credentials_2015
BlueSeed_Credentials_2015Jenda Ha
 
Multi-Screen:OneMetrictoRuleThemAll
Multi-Screen:OneMetrictoRuleThemAllMulti-Screen:OneMetrictoRuleThemAll
Multi-Screen:OneMetrictoRuleThemAlliMedia Connection
 
Programmatic + Mobile: The Divide Between Buyers and Sellers
Programmatic + Mobile: The Divide Between Buyers and SellersProgrammatic + Mobile: The Divide Between Buyers and Sellers
Programmatic + Mobile: The Divide Between Buyers and Sellers
Digiday
 
Youtube VN - Q4 2013
Youtube VN - Q4 2013Youtube VN - Q4 2013
Youtube VN - Q4 2013
Cuong Pham
 
Digital plan moms company Delhi NCR
Digital plan moms company Delhi NCRDigital plan moms company Delhi NCR
Digital plan moms company Delhi NCR
mediaant
 
Marketing methods
Marketing methodsMarketing methods
Marketing methods
Georgia Jones
 
Keep your audience and increase revenues with second screen applications
Keep your audience and increase revenues with second screen applicationsKeep your audience and increase revenues with second screen applications
Keep your audience and increase revenues with second screen applications
Aurelien Cazes
 
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...
Cristal Events
 

What's hot (20)

1 display lecture - shir - ppt - 31.10.13
1   display lecture - shir - ppt - 31.10.131   display lecture - shir - ppt - 31.10.13
1 display lecture - shir - ppt - 31.10.13
 
Mads solution presentation. Make more money quicker and easier
Mads solution presentation. Make more money quicker and easierMads solution presentation. Make more money quicker and easier
Mads solution presentation. Make more money quicker and easier
 
Display & rich media planning
Display & rich media planningDisplay & rich media planning
Display & rich media planning
 
Engagement Advertising - ikoo.com
Engagement Advertising - ikoo.comEngagement Advertising - ikoo.com
Engagement Advertising - ikoo.com
 
Blueseed
BlueseedBlueseed
Blueseed
 
AdAsia
AdAsiaAdAsia
AdAsia
 
You Tube for digital agencies 2013
You Tube for digital agencies 2013You Tube for digital agencies 2013
You Tube for digital agencies 2013
 
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...
 
Com score from_tv_to_total_video (1)
Com score from_tv_to_total_video (1)Com score from_tv_to_total_video (1)
Com score from_tv_to_total_video (1)
 
INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...
INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...
INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...
 
Definition of Paid Media and more
Definition of Paid Media and moreDefinition of Paid Media and more
Definition of Paid Media and more
 
Advertising on Google
Advertising on GoogleAdvertising on Google
Advertising on Google
 
BlueSeed_Credentials_2015
BlueSeed_Credentials_2015BlueSeed_Credentials_2015
BlueSeed_Credentials_2015
 
Multi-Screen:OneMetrictoRuleThemAll
Multi-Screen:OneMetrictoRuleThemAllMulti-Screen:OneMetrictoRuleThemAll
Multi-Screen:OneMetrictoRuleThemAll
 
Programmatic + Mobile: The Divide Between Buyers and Sellers
Programmatic + Mobile: The Divide Between Buyers and SellersProgrammatic + Mobile: The Divide Between Buyers and Sellers
Programmatic + Mobile: The Divide Between Buyers and Sellers
 
Youtube VN - Q4 2013
Youtube VN - Q4 2013Youtube VN - Q4 2013
Youtube VN - Q4 2013
 
Digital plan moms company Delhi NCR
Digital plan moms company Delhi NCRDigital plan moms company Delhi NCR
Digital plan moms company Delhi NCR
 
Marketing methods
Marketing methodsMarketing methods
Marketing methods
 
Keep your audience and increase revenues with second screen applications
Keep your audience and increase revenues with second screen applicationsKeep your audience and increase revenues with second screen applications
Keep your audience and increase revenues with second screen applications
 
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...
 

Similar to Steve Chester- Breakfast & Brains October 2013

Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
IAB México
 
Digital Transformation Or Disruption?
Digital Transformation Or Disruption?Digital Transformation Or Disruption?
Digital Transformation Or Disruption?
dataxu
 
Oct-2016_AdAsia Credentials
Oct-2016_AdAsia CredentialsOct-2016_AdAsia Credentials
Oct-2016_AdAsia CredentialsDang Pham
 
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)A New Bing-Microsoft Strikes Back.pptx (Chester Yang)
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)
ChesterYang6
 
Demystify - Programmatic for Recruitment
Demystify - Programmatic for Recruitment Demystify - Programmatic for Recruitment
Demystify - Programmatic for Recruitment
Crunch Simply Digital
 
Guest Speaker Program
Guest Speaker ProgramGuest Speaker Program
Guest Speaker Program
Damus Chu
 
Russell Barry, Eyeblaster, Mediacom Engage 19/05/10
Russell Barry, Eyeblaster, Mediacom Engage 19/05/10Russell Barry, Eyeblaster, Mediacom Engage 19/05/10
Russell Barry, Eyeblaster, Mediacom Engage 19/05/10
MediaCom Edinburgh
 
Demystify digital episode 2 - programmatic radio
Demystify   digital episode 2 - programmatic radioDemystify   digital episode 2 - programmatic radio
Demystify digital episode 2 - programmatic radio
Crunch Simply Digital
 
Key Trends in Digital Marketing - Webinar
Key Trends in Digital Marketing - WebinarKey Trends in Digital Marketing - Webinar
Key Trends in Digital Marketing - WebinarimpreMedia
 
Evolution of the Innity Lightbox
Evolution of the Innity Lightbox Evolution of the Innity Lightbox
Evolution of the Innity Lightbox
innity
 
Site Direct, Video & Social
Site Direct, Video & SocialSite Direct, Video & Social
Site Direct, Video & Social
The Media Kitchen
 
Tribal Fusion Automotive Solutions
Tribal Fusion Automotive SolutionsTribal Fusion Automotive Solutions
Tribal Fusion Automotive Solutions
Kelly McGuigan
 
Web digital advertising
Web digital advertisingWeb digital advertising
Web digital advertising
Jai Chenna
 
Mobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPsMobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPs
Yong Park
 
SpotXchange
SpotXchange SpotXchange
SpotXchange
AdverterenbijRTL
 
Native Advertising at Scale
Native Advertising at ScaleNative Advertising at Scale
Native Advertising at Scale
Matt O'Neill
 
MaxAxion Sales Deck Winter 2018
MaxAxion Sales Deck Winter 2018MaxAxion Sales Deck Winter 2018
MaxAxion Sales Deck Winter 2018
AdJoin_Media
 
Building an AI-powered marketing assistant in the cloud with Adstream
Building an AI-powered marketing assistant in the cloud with AdstreamBuilding an AI-powered marketing assistant in the cloud with Adstream
Building an AI-powered marketing assistant in the cloud with Adstream
Adstream
 
adtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Croweadtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Crowead:tech
 

Similar to Steve Chester- Breakfast & Brains October 2013 (20)

Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013Presentación de Peter Minnium en IAB Conecta 2013
Presentación de Peter Minnium en IAB Conecta 2013
 
Digital Transformation Or Disruption?
Digital Transformation Or Disruption?Digital Transformation Or Disruption?
Digital Transformation Or Disruption?
 
Oct-2016_AdAsia Credentials
Oct-2016_AdAsia CredentialsOct-2016_AdAsia Credentials
Oct-2016_AdAsia Credentials
 
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)A New Bing-Microsoft Strikes Back.pptx (Chester Yang)
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)
 
Demystify - Programmatic for Recruitment
Demystify - Programmatic for Recruitment Demystify - Programmatic for Recruitment
Demystify - Programmatic for Recruitment
 
Guest Speaker Program
Guest Speaker ProgramGuest Speaker Program
Guest Speaker Program
 
Russell Barry, Eyeblaster, Mediacom Engage 19/05/10
Russell Barry, Eyeblaster, Mediacom Engage 19/05/10Russell Barry, Eyeblaster, Mediacom Engage 19/05/10
Russell Barry, Eyeblaster, Mediacom Engage 19/05/10
 
Demystify digital episode 2 - programmatic radio
Demystify   digital episode 2 - programmatic radioDemystify   digital episode 2 - programmatic radio
Demystify digital episode 2 - programmatic radio
 
Key Trends in Digital Marketing - Webinar
Key Trends in Digital Marketing - WebinarKey Trends in Digital Marketing - Webinar
Key Trends in Digital Marketing - Webinar
 
Evolution of the Innity Lightbox
Evolution of the Innity Lightbox Evolution of the Innity Lightbox
Evolution of the Innity Lightbox
 
Online Ad Bp
Online Ad BpOnline Ad Bp
Online Ad Bp
 
Site Direct, Video & Social
Site Direct, Video & SocialSite Direct, Video & Social
Site Direct, Video & Social
 
Tribal Fusion Automotive Solutions
Tribal Fusion Automotive SolutionsTribal Fusion Automotive Solutions
Tribal Fusion Automotive Solutions
 
Web digital advertising
Web digital advertisingWeb digital advertising
Web digital advertising
 
Mobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPsMobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPs
 
SpotXchange
SpotXchange SpotXchange
SpotXchange
 
Native Advertising at Scale
Native Advertising at ScaleNative Advertising at Scale
Native Advertising at Scale
 
MaxAxion Sales Deck Winter 2018
MaxAxion Sales Deck Winter 2018MaxAxion Sales Deck Winter 2018
MaxAxion Sales Deck Winter 2018
 
Building an AI-powered marketing assistant in the cloud with Adstream
Building an AI-powered marketing assistant in the cloud with AdstreamBuilding an AI-powered marketing assistant in the cloud with Adstream
Building an AI-powered marketing assistant in the cloud with Adstream
 
adtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Croweadtech SF 2012 The next big idea by Jeff Crowe
adtech SF 2012 The next big idea by Jeff Crowe
 

More from Brainient

Jonathan Lewis- Breakfast & Brains October 2013
Jonathan Lewis- Breakfast & Brains October 2013Jonathan Lewis- Breakfast & Brains October 2013
Jonathan Lewis- Breakfast & Brains October 2013Brainient
 
Rachel Robinson- Breakfast & Brains October 2013
Rachel Robinson- Breakfast & Brains October 2013Rachel Robinson- Breakfast & Brains October 2013
Rachel Robinson- Breakfast & Brains October 2013Brainient
 
Breakfast & Brains May 2013- Emi Gal
Breakfast & Brains May 2013- Emi GalBreakfast & Brains May 2013- Emi Gal
Breakfast & Brains May 2013- Emi GalBrainient
 
Breakfast & Brains May 2013- Simon Andrews
Breakfast & Brains May 2013- Simon AndrewsBreakfast & Brains May 2013- Simon Andrews
Breakfast & Brains May 2013- Simon AndrewsBrainient
 
Breakfast & Brains May 2013- Mat Brown
Breakfast & Brains May 2013- Mat BrownBreakfast & Brains May 2013- Mat Brown
Breakfast & Brains May 2013- Mat BrownBrainient
 
Breakfast & Brains, September 2012- Guy Phillipson
Breakfast & Brains, September 2012- Guy PhillipsonBreakfast & Brains, September 2012- Guy Phillipson
Breakfast & Brains, September 2012- Guy Phillipson
Brainient
 
Breakfast & Brains, September 2012- Simon Yule
Breakfast & Brains, September 2012- Simon YuleBreakfast & Brains, September 2012- Simon Yule
Breakfast & Brains, September 2012- Simon Yule
Brainient
 
Breakfast & Brains, September 2012- James Morris
Breakfast & Brains, September 2012- James MorrisBreakfast & Brains, September 2012- James Morris
Breakfast & Brains, September 2012- James Morris
Brainient
 
Breakfast & Brains, September 2012- Emi Gal
Breakfast & Brains, September 2012- Emi GalBreakfast & Brains, September 2012- Emi Gal
Breakfast & Brains, September 2012- Emi Gal
Brainient
 
Breakfast & Brains, February 2012-Maria Cadbury
Breakfast & Brains, February 2012-Maria CadburyBreakfast & Brains, February 2012-Maria Cadbury
Breakfast & Brains, February 2012-Maria CadburyBrainient
 
Breakfast & Brains, February 2012-Emi Gal
Breakfast & Brains, February 2012-Emi GalBreakfast & Brains, February 2012-Emi Gal
Breakfast & Brains, February 2012-Emi GalBrainient
 
Breakfast & Brains, February 2012-Paul Wright
Breakfast & Brains, February 2012-Paul WrightBreakfast & Brains, February 2012-Paul Wright
Breakfast & Brains, February 2012-Paul WrightBrainient
 

More from Brainient (12)

Jonathan Lewis- Breakfast & Brains October 2013
Jonathan Lewis- Breakfast & Brains October 2013Jonathan Lewis- Breakfast & Brains October 2013
Jonathan Lewis- Breakfast & Brains October 2013
 
Rachel Robinson- Breakfast & Brains October 2013
Rachel Robinson- Breakfast & Brains October 2013Rachel Robinson- Breakfast & Brains October 2013
Rachel Robinson- Breakfast & Brains October 2013
 
Breakfast & Brains May 2013- Emi Gal
Breakfast & Brains May 2013- Emi GalBreakfast & Brains May 2013- Emi Gal
Breakfast & Brains May 2013- Emi Gal
 
Breakfast & Brains May 2013- Simon Andrews
Breakfast & Brains May 2013- Simon AndrewsBreakfast & Brains May 2013- Simon Andrews
Breakfast & Brains May 2013- Simon Andrews
 
Breakfast & Brains May 2013- Mat Brown
Breakfast & Brains May 2013- Mat BrownBreakfast & Brains May 2013- Mat Brown
Breakfast & Brains May 2013- Mat Brown
 
Breakfast & Brains, September 2012- Guy Phillipson
Breakfast & Brains, September 2012- Guy PhillipsonBreakfast & Brains, September 2012- Guy Phillipson
Breakfast & Brains, September 2012- Guy Phillipson
 
Breakfast & Brains, September 2012- Simon Yule
Breakfast & Brains, September 2012- Simon YuleBreakfast & Brains, September 2012- Simon Yule
Breakfast & Brains, September 2012- Simon Yule
 
Breakfast & Brains, September 2012- James Morris
Breakfast & Brains, September 2012- James MorrisBreakfast & Brains, September 2012- James Morris
Breakfast & Brains, September 2012- James Morris
 
Breakfast & Brains, September 2012- Emi Gal
Breakfast & Brains, September 2012- Emi GalBreakfast & Brains, September 2012- Emi Gal
Breakfast & Brains, September 2012- Emi Gal
 
Breakfast & Brains, February 2012-Maria Cadbury
Breakfast & Brains, February 2012-Maria CadburyBreakfast & Brains, February 2012-Maria Cadbury
Breakfast & Brains, February 2012-Maria Cadbury
 
Breakfast & Brains, February 2012-Emi Gal
Breakfast & Brains, February 2012-Emi GalBreakfast & Brains, February 2012-Emi Gal
Breakfast & Brains, February 2012-Emi Gal
 
Breakfast & Brains, February 2012-Paul Wright
Breakfast & Brains, February 2012-Paul WrightBreakfast & Brains, February 2012-Paul Wright
Breakfast & Brains, February 2012-Paul Wright
 

Recently uploaded

Accelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish CachingAccelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish Caching
Thijs Feryn
 
FIDO Alliance Osaka Seminar: FIDO Security Aspects.pdf
FIDO Alliance Osaka Seminar: FIDO Security Aspects.pdfFIDO Alliance Osaka Seminar: FIDO Security Aspects.pdf
FIDO Alliance Osaka Seminar: FIDO Security Aspects.pdf
FIDO Alliance
 
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
Product School
 
Epistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI supportEpistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI support
Alan Dix
 
Knowledge engineering: from people to machines and back
Knowledge engineering: from people to machines and backKnowledge engineering: from people to machines and back
Knowledge engineering: from people to machines and back
Elena Simperl
 
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...
UiPathCommunity
 
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualitySoftware Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
Inflectra
 
Search and Society: Reimagining Information Access for Radical Futures
Search and Society: Reimagining Information Access for Radical FuturesSearch and Society: Reimagining Information Access for Radical Futures
Search and Society: Reimagining Information Access for Radical Futures
Bhaskar Mitra
 
Leading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdfLeading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdf
OnBoard
 
Neuro-symbolic is not enough, we need neuro-*semantic*
Neuro-symbolic is not enough, we need neuro-*semantic*Neuro-symbolic is not enough, we need neuro-*semantic*
Neuro-symbolic is not enough, we need neuro-*semantic*
Frank van Harmelen
 
UiPath Test Automation using UiPath Test Suite series, part 3
UiPath Test Automation using UiPath Test Suite series, part 3UiPath Test Automation using UiPath Test Suite series, part 3
UiPath Test Automation using UiPath Test Suite series, part 3
DianaGray10
 
From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...
From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...
From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...
Product School
 
JMeter webinar - integration with InfluxDB and Grafana
JMeter webinar - integration with InfluxDB and GrafanaJMeter webinar - integration with InfluxDB and Grafana
JMeter webinar - integration with InfluxDB and Grafana
RTTS
 
Connector Corner: Automate dynamic content and events by pushing a button
Connector Corner: Automate dynamic content and events by pushing a buttonConnector Corner: Automate dynamic content and events by pushing a button
Connector Corner: Automate dynamic content and events by pushing a button
DianaGray10
 
How world-class product teams are winning in the AI era by CEO and Founder, P...
How world-class product teams are winning in the AI era by CEO and Founder, P...How world-class product teams are winning in the AI era by CEO and Founder, P...
How world-class product teams are winning in the AI era by CEO and Founder, P...
Product School
 
GraphRAG is All You need? LLM & Knowledge Graph
GraphRAG is All You need? LLM & Knowledge GraphGraphRAG is All You need? LLM & Knowledge Graph
GraphRAG is All You need? LLM & Knowledge Graph
Guy Korland
 
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdfFIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance
 
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
Tobias Schneck
 
To Graph or Not to Graph Knowledge Graph Architectures and LLMs
To Graph or Not to Graph Knowledge Graph Architectures and LLMsTo Graph or Not to Graph Knowledge Graph Architectures and LLMs
To Graph or Not to Graph Knowledge Graph Architectures and LLMs
Paul Groth
 
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
James Anderson
 

Recently uploaded (20)

Accelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish CachingAccelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish Caching
 
FIDO Alliance Osaka Seminar: FIDO Security Aspects.pdf
FIDO Alliance Osaka Seminar: FIDO Security Aspects.pdfFIDO Alliance Osaka Seminar: FIDO Security Aspects.pdf
FIDO Alliance Osaka Seminar: FIDO Security Aspects.pdf
 
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
 
Epistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI supportEpistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI support
 
Knowledge engineering: from people to machines and back
Knowledge engineering: from people to machines and backKnowledge engineering: from people to machines and back
Knowledge engineering: from people to machines and back
 
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...
 
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualitySoftware Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
 
Search and Society: Reimagining Information Access for Radical Futures
Search and Society: Reimagining Information Access for Radical FuturesSearch and Society: Reimagining Information Access for Radical Futures
Search and Society: Reimagining Information Access for Radical Futures
 
Leading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdfLeading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdf
 
Neuro-symbolic is not enough, we need neuro-*semantic*
Neuro-symbolic is not enough, we need neuro-*semantic*Neuro-symbolic is not enough, we need neuro-*semantic*
Neuro-symbolic is not enough, we need neuro-*semantic*
 
UiPath Test Automation using UiPath Test Suite series, part 3
UiPath Test Automation using UiPath Test Suite series, part 3UiPath Test Automation using UiPath Test Suite series, part 3
UiPath Test Automation using UiPath Test Suite series, part 3
 
From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...
From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...
From Siloed Products to Connected Ecosystem: Building a Sustainable and Scala...
 
JMeter webinar - integration with InfluxDB and Grafana
JMeter webinar - integration with InfluxDB and GrafanaJMeter webinar - integration with InfluxDB and Grafana
JMeter webinar - integration with InfluxDB and Grafana
 
Connector Corner: Automate dynamic content and events by pushing a button
Connector Corner: Automate dynamic content and events by pushing a buttonConnector Corner: Automate dynamic content and events by pushing a button
Connector Corner: Automate dynamic content and events by pushing a button
 
How world-class product teams are winning in the AI era by CEO and Founder, P...
How world-class product teams are winning in the AI era by CEO and Founder, P...How world-class product teams are winning in the AI era by CEO and Founder, P...
How world-class product teams are winning in the AI era by CEO and Founder, P...
 
GraphRAG is All You need? LLM & Knowledge Graph
GraphRAG is All You need? LLM & Knowledge GraphGraphRAG is All You need? LLM & Knowledge Graph
GraphRAG is All You need? LLM & Knowledge Graph
 
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdfFIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
 
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024
 
To Graph or Not to Graph Knowledge Graph Architectures and LLMs
To Graph or Not to Graph Knowledge Graph Architectures and LLMsTo Graph or Not to Graph Knowledge Graph Architectures and LLMs
To Graph or Not to Graph Knowledge Graph Architectures and LLMs
 
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
 

Steve Chester- Breakfast & Brains October 2013

  • 1. Future Formats, Brand Effectiveness and Measurement Steve Chester, Director of Data & Industry Programmes, IAB 2nd October 2013
  • 2. Agenda 1. IAB Video Rising Stars 2. Brand Effectiveness - Interactive Formats 3. Measurement • Viewable Impressions • Digital GRPs
  • 3. 1. IAB Video Rising Stars
  • 4. 5 Formats IAB Digital Video Rising Stars Description Why Selected Filmstrip Scrollable, multipanel, horizontal unit, much like “The Filmstrip” Display and Mobile Standard Ad Units Richly engaging experience with tons of content possibilities delivered in page with users fully in control Ad Control Bar Sitting above the player controls, an elegant interface allowing viewers to engage in multiple ways, if they so choose Allows any ad to be interactive without affecting video ad content TimeSync Rich ad content overlaid on video, changing in sync with video ad content Targets and invites interaction at the most appropriate moments Extender Allows viewer to choose to continue viewing ad content Provides opportunity for deep video engagement, with permission Full Screen Invites viewer to interact and then fills player with a full canvas of interaction possibilities including more video, social and catalogs Allows for an immersive, in-page ad experience, with users in control
  • 5.
  • 8. Background and Methodology • Performance of formats across five key brand metrics • Aided Brand Awareness • Online Ad Awareness • Message Association • Brand Favourability • Purchase Intent • Based on • 910,762 respondents from 15 countries including UK, USA, Europe, South America and Australasia • 940 campaigns measured • 18,724 unique combinations of creative and website use Sales Funnel
  • 9. * Exposure to these formats not always mutually exclusive due to sample sizes Background and Methodology • Three new online display formats • Billboard* (970 x 250) • Wall Paper* (custom) • Half page (300 x 600) • Three established online display formats • MPU (300 x 250) • Banner (728 x 90) • Skyscraper (160 x 600) • Retrospective analysis of global campaigns in 2010 & 2011 using Dynamic Logic MarketNorms® data
  • 15. 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% Aided Brand Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Wallpaper shows the greatest uplift in Brand Awareness Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK Upliftamongstthoseexposedto… Q: Have you heard of the following brand?
  • 16. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Online Ad Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Billboard dramatically out performs all formats for Ad Awareness Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK Upliftamongstthoseexposedto… Q: Have you seen the following brand advertised online in the past 30 days?
  • 17. 0% 1% 2% 3% 4% 5% 6% Message Association Wallpaper Half Page MPU Skyscraper Banner Wallpaper offers greatest uplifts in Message Association Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK, insufficient sample size to break out results for Billboard Upliftamongstthoseexposedto… Q: Which of the following brands, if any, uses the following message in its advertising?
  • 18. -2% -2% -1% -1% 0% 1% 1% 2% 2% 3% 3% Brand Favorability Billboard Wallpaper Half Page MPU Skyscraper Banner Billboard most positive in driving Brand Favourability Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK Upliftamongstthoseexposedto… Q: How would you describe your overall opinion of the following brand?
  • 19. -2.0% -1.5% -1.0% -0.5% 0.0% 0.5% 1.0% 1.5% 2.0% Purchase Intent Wallpaper Half Page MPU Skyscraper Banner Skyscraper (followed by Wallpaper) best for Purchase Intent Upliftamongstthoseexposedto… Q: How likely are you to purchase the following brand? Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK, insufficient sample size to break out results for Billboard
  • 20. The best performing formats Brand metric Best performing format Uplift of best format Average uplift of traditional formats Best new format vs traditional average Aided Brand Awareness Wallpaper 2.1% 1.1% x 2 better Online Ad Awareness Billboard 16.6% 1.8% x 9 better Message Association Wallpaper 5.2% 0.7% x 7 better Brand Favorability Billboard 2.5% 0.7% x 4 better Purchase Intent Skyscraper 1.4% 0.7% n/a
  • 21. Recommendations • Larger formats perform particularly well at the start of the purchase funnel – campaigns should be planned accordingly • Creative needs to be considered carefully when using wallpaper and home page take over ads as these can have a polarising effect on users • When driving awareness (e.g. for new brands) new larger formats can play an invaluable role
  • 23. US - Making Measurement Make Sense (3MS) – What & Who? A cross-industry collaboration that will improve planning, buying and measurement of digital media and facilitate cross-platform comparison across ALL media...digital and legacy. Facilitators: Supporters:
  • 24. US - Making Measurement Make Sense (3MS) – 5 Guiding Principles of digital measurement 1 • We need to move to a “viewable impressions” standard 2 • Online advertising must migrate to a currency based on audience impressions, not gross ad impressions. 3 • Because all units are not created equal, we must create a transparent classification system. 4 • We must determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building. 5 • Digital media measurement must become increasingly comparable and integrated with other media.
  • 25. Proposed Viewable Impression Standard – most display ads 50% of the ad viewable for a minimum of 1 second
  • 26. Results in 2012…… • MRC overseeing measurement. Last test: • 3 billion impressions, 22 campaigns, 17 advertisers, 12 agencies • Viewability varied considerably • Viewability varied by ad size • However large proportion of unmeasured viewability (0 – 77%) • Non-viewability causes • Cross Domain iFrames • Varying capabilities across the viewable vendors • Ad viewability tags not firing
  • 27. Revised Proposed Standards – Video, Rising Stars & Mobile
  • 28. Some questions arising / other thoughts • Screen resolution? • Yield concerns . Will price/CPMs increase? • More above the fold ads – at expense of content/user experience? • Free market economy – doesn’t performance dictate price? • Performance – will this render CPA’s unachievable? • How to integrate with RTB? • Below-the-fold misnomer • Viewability for content rich sites v. similar to above the fold. • Benefit to user and advertiser not cluttering in-view page with ads.
  • 30. Revised IAB UK 5 step plan IAB US • Continued engagement with IAB US & MRC to view results, recommendations, next steps, timeline for rollout. Working Party • Formation of cross-industry working group to review 3MS, opportunities, challenges, potential rollout in UK. Education • Creation of online resource and FAQ outlining initiative, current status and next steps of working party Research • IAB UK Impression Viewability research study – Q4 2013 / Q1 2014. Standard • Rollout of baseline Viewability standard to UK market – 2014 (tentative - tbc)