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Driving Performance: New Insights into Display Ad Effectiveness,[object Object]
SPOILER ALERT!!!,[object Object]
Rich Media Outperforms at All Points in the Funnel,[object Object],Branding,[object Object],[object Object]
102% lift in brand awareness, 135% lift in online ad awareness
127% lift in message association, 55% lift in brand favorability
88% lift in purchase intentAwareness,[object Object],Searches & Third Party Site/ Research ,[object Object],Interest ,[object Object],[object Object]
49% lift in visits to in-market sites and 37% lift in visits to competitor sitesDriving Site Traffic,[object Object],[object Object]
149% site event lift for rich media vs. standard ads
43% lift in driving key performance indicatorsConsideration,[object Object],Driving Conversion & Sales,[object Object],Intent,[object Object],[object Object]
Digital display drove 9% increase in dollar sales to the advertiser, leading to an incremental $11 million in sales; a 10x return on a media investment of $1.1 million.PURCHASE,[object Object],Source:  2009 and 2010 PointRoll data (Site Events), and Third Party Dynamic Logic, Compete and Nielsen research study data based on PointRoll campaigns. ,[object Object]
Click on image in slide show mode to view demo,[object Object],What is Rich Media Display Advertising?,[object Object]
Creative is Key for Driving Sales,[object Object]
Metrics,[object Object],More than 150 metrics are available within the PointRoll system, AdPortal to measure the success of each campaign.  Metrics include: ,[object Object],• Site Events,[object Object],• Site Event Revenue,[object Object],• Site Event Time Lag,[object Object],• Campaign Properties,[object Object],• Placement Properties,[object Object],• Creative Properties,[object Object],• Impression Cost,[object Object],[object Object],• Clicks,[object Object],• Interactions,[object Object],• Panels,[object Object],• Activities,[object Object],• Video,[object Object],• Reach & Frequency,[object Object],• Click Costs,[object Object],• Interaction Costs,[object Object],• Panel Costs,[object Object],• Activity Costs,[object Object],• Video Costs,[object Object],• Site Event Costs,[object Object]
Understand Your Audience,[object Object],Find Your Audience,[object Object],Serve the Right Creative (Engage your Audience),[object Object],Primary Dashboard Integration,[object Object]
Key Findings of Compete/PointRoll Analysis,[object Object]
Study Overview,[object Object],All analyses performed by Compete based on its panel and established methodologies; notably , the Compete panel is click-stream vs. cookie based, enabling broad measurement of activities across much longer time spans ,[object Object],Three campaigns selected, one each from Automotive, CPG, and Financial Services verticals spanning 2009-2010,[object Object],Selections were based on campaign size and representation of expandables vs. non-expandables,[object Object],Time Span Measured-  campaign period plus one week,[object Object]
Definitions,[object Object],Individuals’ Behavior on the Following Activities:,[object Object],View Through - Visit to the marketer's site during the time frame measured ,[object Object],Third Party Research Site Visitation - In-market, research sites or social sites,[object Object],Competitor Site Visitation – Visits to primary competitors’ websites,[object Object],Key Performance Indicator (“KPI”) - Visit to area(s) of the marketer's site considered lower funnel ,[object Object],Brand Search - Searches containing brand name ,[object Object],Category Search - Searches for general terms associated with the category or service ,[object Object]
Key Findings of Compete/PointRoll Analysis,[object Object],[object Object]
Driving key purchase indicators (KPIs): Expandables outperformed non-expandable by an average 43% and by as much as 115%.
Driving brand search: Expandables outperformed non-expandables by an average of 39% and by as much as 155%.
Category Search: Expandables outperformed non-expandables by an average of  24% and as much as 143%
Driving third party research site visitation: Expandables outperformed non-expandables by an average of 49% and by as much as 180%.
Competitor Site Visitation: Expandables outperformed non-expandables by an average of  37% and as much as 90%,[object Object]

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The Business Case for Rich Media: Investigating Ad Effectiveness

  • 1.
  • 2.
  • 3.
  • 4. 102% lift in brand awareness, 135% lift in online ad awareness
  • 5. 127% lift in message association, 55% lift in brand favorability
  • 6.
  • 7.
  • 8. 149% site event lift for rich media vs. standard ads
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Driving key purchase indicators (KPIs): Expandables outperformed non-expandable by an average 43% and by as much as 115%.
  • 20. Driving brand search: Expandables outperformed non-expandables by an average of 39% and by as much as 155%.
  • 21. Category Search: Expandables outperformed non-expandables by an average of  24% and as much as 143%
  • 22. Driving third party research site visitation: Expandables outperformed non-expandables by an average of 49% and by as much as 180%.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Included all campaigns containing Site Event tracking from January 2008- July 2010 across 1,029 campaigns
  • 31.
  • 32.
  • 34.
  • 35.
  • 36.

Editor's Notes

  1. Lisa
  2. Max
  3. With the flexibility of rich creative- advertisers can create compelling campaigns that make an impression on users.
  4. We have always been able to track what happens in your ad. PointRoll can track over 150 different metrics for rich campaigns that we serve. We teamed up with compete (and other research partners?) to see what is happening at all points in the purchase funnel– how is consumers behavior changing as a result of seeing an ad.
  5. Holly
  6. Holly
  7. Holly
  8. Holly
  9. Holly
  10. Holly
  11. Holly
  12. Holly
  13. That’s a heck of a lot of data – so what does it all mean?
  14. Conversation between Max and Holly – What do you think from your experience? What do YOU think from YOUR experience?Add best practice/ conceptsAll of the different ways an ad campaign influences user behav across the web– needs consistency Power of display ads in general. Use third party tools to be informed– more informed than brand studies.