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

Half P

age

MPU

Banner

Skyscra

per

Billboard

Half Page

Wallpaper

Results 02 October 2013 iabuk.net/contact

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

Aided Brand AwarenessBillboard 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

Up

lift a

mo

ng

st th

ose

exp

ose

d to

…

Q: Have you heard of the following brand?

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Online Ad AwarenessBillboard 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

Up

lift a

mo

ng

st th

ose

exp

ose

d to

…

Q: Have you seen the following brand advertised online in the past 30 days?

0%

1%

2%

3%

4%

5%

6%

Message AssociationWallpaper 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

Up

lift a

mo

ng

st th

ose

exp

ose

d to

…

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 FavorabilityBillboard Wallpaper Half Page MPU Skyscraper Banner

Billboard most positive in driving Brand

Favourability

Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK

Up

lift a

mo

ng

st th

ose

exp

ose

d to

…

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 IntentWallpaper Half Page MPU Skyscraper Banner

Skyscraper (followed by Wallpaper) best

for Purchase Intent

Up

lift a

mo

ng

st th

ose

exp

ose

d to

…

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