44
Measure and optimize online branding advertising
Measure and optimize online branding advertising
Agenda
2
Why is ad Exposure important?
Alenty positioning
Which KPI's should be used to measure ad display branding campaigns?
Alenty and post test ROI studies
Alenty Deliverables
Alenty Key Metrics
Why is ad Exposure important?
Recommendations for Agencies, Publishers and Ad Networks
Who are we ?
Alenty's founders are the creators of the NetRatings
measurement systems.
Our observation
For the display market, some independent and
GRP like KPI's are still not measured!
Our approach
An analysis within the web pages calculating the
viewing time and visibility rate of ad campaigns
Innovation
An embedded script that clocks individuals whilst they are actively web
surfing
Our positioning
Branding campaigns offer the possibility to increase the value of this media. A precise measure of time to identify
premium inventory will soon become the main KPI
Are your ad-banners seen ?Why effective ad exposure is so important ?
Ad visible on screen :considered as seen if the web surfer is active.
Ad not visible on screen (and therefore not measured by Alenty)
Effective exposure is key...
Alenty uses two criteria to define visibility:
• Visibility on screen• mouse/keyboard activity
The current “above the fold” rule does not guaranty a high viewing time!
Many sites offer placement right at the top of their pages, far
from contents.
Observation:
These ad spaces have a great visibility rate, but their impression duration is quite low because surfers scroll down quickly for content
Alenty helps you finding ad spaces with the highest impression duration amongst publishers and ad networks.
Alenty helps optimising each impression
0% 100%0s
60s
Visi
bilit
y du
ratio
n
Viewed area
Creative duration (15 seconds)
What advertisers wants
<30
% o
f the
impr
essi
ons
0s-0% : 27% of the impressions
Impressions distribution
Branding campaigns:Why switch from CTR to Impression Duration?
Branding campaigns KPI & ROI measurement
Are your ads smartly seen (surface and duration)? A much finer measure than the “above the fold rule”
A more exhaustive and precise measure than the “dwell time”
10
Branding effect measurementAwareness – message association – favorability – purchase intent
Sales impact measurement
Impression duration should be the N°1 KPI for branding campaigns
Use Alenty metrics for Branding ROI analysis
The Internet is lagging badly in capturingBrand ad $ (€ or £)
More & bigger budgets
less price sensitive
More value for all online players
Traditional media measures (GRP)
Branding ROI measurement
What is missing ?
Branding campaigns
CTR: less and less and less... one of the reason of the value loss....
Only 1 in 3 browser is a clicker....and they are not a representative sample
(July 2009: clickers = 16%)
More Ad conversions are the result of viewing the banner rather than click...
Alenty key metrics
Pure players Games Media Services Social networks Ecommerce0%
20%
40%
60%
80%
100%
Only 73% of served banners are seen!!!The difference from one type of site to another is big
Study SNPTV, january 2009
Visibility Rate
Exposure Time
Ads are seen for 15 secs on average.
Study SNPTV, january 2009
Pure players Games Media Services Social networks Ecommerce0
5
10
15
20
25
Not seen0-5 s
5-10 s10-15 s
15-20 s20-25 s
25-30 s30-35 s
35-40 s40-45 s
45-50 s50-55 s
55-60 s≥ 60s
+ 0%
+ 5%
+ 10%
+ 15%
+ 20%
+ 25%
Memorization
Effect of Impression duration on Memorisation(based on creative duration of 25s)
Memorization score
➢Best memorisation score uplift: impression duration of 25-30s➢At least 80% of the creative duration (20s) has to be seen
➢ Over exposure does not create further uplift
ImpressionDuration
Source: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Not seen0-5 s
5-10 s10-15 s
15-20 s20-25 s
25-30 s30-35 s
35-40 s40-45 s
45-50 s50-55 s
55-60 s≥ 60s
+ 0%
+ 5%
+ 10%
+ 15%
+ 20%
+ 25%
Memorization
0%
5%
10%
15%
20%
25%
30%
35%
40%
Standard campaigns Campaign optimised with Alenty
Memorization score % inventory
Effect of Impression duration on Memorisation(based on creative duration of 25s)
ImpressionDuration
➢ 70% of the media plan of standard campaigns is not optimised for best memorisation➢ Campaigns of publishers optimised with Alenty register a memorisation score 3 to 5 times higher
70% of inventory
Source: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10+ 0%
+ 5%
+ 10%
+ 15%
+ 20%
+ 25%
+ 30%
+ 35%
+ 40%
+ 45%
Memorization
Contact repetition optimization
Memorization score
Best memorisation score is obtained with 4 impression repetitions
Source: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Not exposed 1 2 3 4 5 6 7 8 9 ≥ 10+ 0%
+ 5%
+ 10%
+ 15%
+ 20%
+ 25%
+ 30%
+ 35%
+ 40%
+ 45%
Memorization
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
ideal branding retargeting campaign
Campaigns not optimised
Unique User repetition optimization
Memorization score
Impression repetition
% inventory
➢85% of the “unique users” are completely under-exposed➢A focus on re-targeting is important to reach the best memorisation score
85% of unique users
Source: www.mediamento.com. Research done on campaign post tests tagged with Alenty in 2010
Media agencies working with Alenty benefit from impression duration 100% higher than standard campaigns
2009-10 2009-11 2009-12 2010-1 2010-2 2010-3 2010-4 2010-5 2010-6 2010-7 2010-8 2010-9 2010-10 2010-11 2010-120
5
10
15
20
25
30
35
impression duration trends: a much better Brand exposure durationbased on branding campaigns done by french media agencies and tracked by Alenty
Average impression duration in France:15,64s
30sCampaigns optimised with Alenty
Deliverables
Alenty users can monitor via a web interface the campaign KPI's on a daily basis
25
Optimize your media plan on a daily basis
Visibility Reports
Budget/Costs
Context Analysis
Contact Analysis
Impression Duration
After each campaigns, excel based visibility reports will help you optimise future campaigns based on:
Deliverables for Agencies
Synthesis: main crossings analysis
Duration of creative seenPartial visibility duration per viewed
impression / creative duration
100 The creation
is seen during its
whole length on average
7
Example: 80%(average media plan rate)
6
The creative is seen by more contacts than the
media plan average but not long enough to be seen
completely
Exposure rate100 %
4
2
10
9
5
1
8
3
Don't let sleeping dogs lie!Action required
Bad visibility: the ads aren't seen by a lot of people and
they can't see it long enough.
The creation is seen long enough to be seen
completely, but it is viewed by less contact than the
average.
A BED of roses!My ads are seen by everyone and during a long time
Analysis of the 10 biggest nodes Creative/site/placement (in served impressions)
% of visible surface
50%
100%75%
Caption
How comfortable is your BED ?
Duration of creative seenPartial visibility duration per viewed
impression / creative duration
100 The creation
is seen during its
whole length on average
7
Example: 80%(average media plan rate)
6
The creative is seen by more contacts than the
media plan average but not long enough to be seen
completely
Exposure rate100 %
4
2
10
9
5
1
8
3The creation is seen long enough to be seen
completely, but it is viewed by less contact than the
average.
A BED of roses!My ads are seen by everyone and during a long time
...leading to smarter purchases
Same analysis taking the costs into consideration
% of the visible
surface 100%
50%
100%75%
CPM20% under the average and under
20% over the average and overaverage (+/- 20%)
Caption
Don't let sleeping dogs lie!Reaction required
Bad visibility: the ads aren't seen by a lot of people and
they can't see it long enough.
How comfortable is your BED ?
Deliverables for Publishers/ Ad-Networks
Alenty helps Ad-networks and publishers identify inventory ideal for branding campaigns
Select ad spaces Suitable for branding
Campaigns (impression duration > 20s)
Optimize the inventory(increase the impression duration)
Guarantee the exposure duration...
to justify and defend/increase CPM rate
Give value to theinventory with Alenty
Efficiency analyses
Increase the unit prices of the most
visible spaces(notably for the first crossing)
Introduction ofrefreshs for the
4th space inorder to increase
its volume
Improve the ad positioning for crossing #3
and #5.
Improve the contentand/or ergonomicsfor crossings #7,#8,#9 and #12
Typical recommendations for publishers/Ad Networks:
SNPTV
Viewed impresionduration
(secondes)
25 secAverage
site duration
75 %Average site rate
Ad visibility rate (%)
3
1210
6
12
811
97
4
5Page
duration (secondes)
Legende2030
50
CPM< 80% under the average
> 120% over the averagearound the average (+/- 20%)
“off line efficiency” studies Impact on memorization and
In-store sales
Branding ROI campaign measurement can now bebased on panelist who have been effectively exposedand have viewed ads (not just been served ads...)
34
Methodology
In stores salesMemorization
Users on-line recruitment Access panel
MarketingScan(or any loyalty card)
Panel
Alenty can be tagged to any panel for post tests analysis and has partnership with Nielsen (Brand effectiveness) and TNS.
AdServer Banner
Alenty serversAlenty script
Accesspanel
Panelists id
Visibility measurement
Panelists exposure
Post-test Campaign visibility report
Alenty script
Alenty script
Recommendations
Generic Recommendations for Media Agencies 1/3
Optimise each campaign on a daily basis
• Make media planning decisions (per site/per placement/per format) based on branding metrics such as:
Ø Visibility rateØ Impression DurationØBrand Exposure DurationØCost per thousand minutes
Build a branding campaign database
• Build a campaign database to benchmark campaign resultsand optimise your branding Media Planning
Generic Recommendations for Media Agencies 2/3
Work smarter with publishers and ad networks:
• Get more impressions for the same budget
• Leverage results to negotiate CPM
• Build partnerships with publishers/ad network to identify inventory ideal for future branding campaigns (duration per viewed impression >20s & visibility rate >70%)
Generic Recommendations for media agencies 3/3
Enhance relationship with Advertisers by:
• Getting better results for the same budget
• Communicating results with a generic metric (Brand exposure Duration, based on time), relevant for integrated campaign reporting
• Providing (in the future) measures of engagement
•Reassuring advertisers that you have the tools and metrics to roll outeffective Branding campaigns and secure more/bigger budget
•Differentiate yourself from your competitors !
Generic Recommendations for Publishers and Ad networks
From a Sales point of view:
• Segment your inventory and offer a “Premium branding pack” dedicated to branding campaigns by identifying sites, placements and formats best suited for branding campaigns
• Guarantee a minimum viewing times (15s, 20s, etc.) and/ora minimum visibility rate
• Increase your CPM rate accordingly (15s=£15 CPM?)
• Defend your (high) CPM rate by certifying the quality of your inventoryby a third party independent organisation.
• A global value proposition that offers a measure close to GRP thatcan be easily integrated for ROI calculation of integrated campaigns
• Provide measures of engagement
• Attract ever increasing online budgets of mainstream brand advertisers
• Offer a superior service by benchmarking campaigns of your key clients
Generic Recommendations for Ad networks
From a Network Management point of view:
• Optimise your data partnership strategy and understand which type ofsites, placements and formats are best suited for branding campaigns
• Offer consultancy to your key publishers based on the keyfollowing Alenty metrics:
Page duration Ad exposure rate (% of the ad creative seen) Duration per viewed impression Visibility rate (% of served ads seen) Impression duration Revenue per thousand minutes per format/placement/sites
• Use Alenty metrics as a retention tool and keep publishers in thenetwork by sharing best practises and helping them improving/creatingbranding inventory
• Measure new publishers sites recruited and assess their branding inventory potential and possible ROI
We work with Agencies, Publishers and Ad Networks
Advertisers using Alenty metrics...
Thank you for your attention
Eric Merceron
Phone : +44 07892 877 051Mail :[email protected]
Web : www.alenty.com
Questions?
