get noticed: using creativity and engaging ad formats to break through the noise

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Get Noticed: Using Creativity and Engaging Ad Formats

to Break Through the Noise

Peter MinniumConsulting DirectorInteractive Advertising Bureau

Matthew FlanaganVP, Business Development and Publisher Partnerships

mflanagan@pointroll.com

@PointRoll #GetInteractive

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What we’ll cover…

1. Get Noticed with IAB Rising Stars

2. Break Through the Noise with Even More Engaging Ads

3. Deliver More Effective Ads in 5 Easy Steps

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Let’s get started!

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The Humble Beginning

AT&T banner on Hotwire, October, 1994

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IAB Standard Ad Formats, 16 years later

The Humble Ending?

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A Nocturnal Divide

A Direct Marketer’s Dream A Brand Marketer’s Nightmare

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Interactive Advertising Needed a Creative Revolution

“Creative quality is driving 70% of the business impact we’re seeing in our return on advertising.” (P&G)

Creative agencies and publishers must collaborate to create outstanding marketing and communications products

Creative teams now must include technologists along with writers and designers, to engage the intellect and emotions of audiences and individuals across all channels, toward the goal of creating enduring brands

“Causing the heart to beat quick is at least as important as making the mouse click.” (IAB)

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First Step: Declutter

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7 Standard Ad Units, From 18

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Wisdom of the Crowd

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Involve the Buy-side

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Criteria

Branding – • How well does the ad format provide a canvas for brand creativity?

User Experience – • How well does the ad format positively impact user experience?

Functionality – • How does the ad format take advantage of online user behaviors

and technologies?

Page Integration – • How does the ad format enhance the relationship between the

ad and publisher page layout?

Adoption – • How easily could the ad format be widely adopted by

publishers?

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IAB Rising Star Units

IAB Portrait IAB Sidekick*

IAB Billboard

IAB Pushdown

IAB Slider*

IAB Filmstrip*

*development based on site parameters

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IAB Billboard

IAB Description: Large billboard running the full width of the page with full close-ability

Dimensions: 970x250

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IAB Pushdown

IAB Description: A user initiated pushdown unit with broad functionality via visual toolbar.

Dimensions: Banner – 970 x 90, Panel – 970 x 415

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IAB Portrait

IAB Description: 300x1050 canvas format with state-of-the-art plug and play functionality, also available in 300X600 and 400x1200.

Dimensions: 300x1050

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IAB Sidekick

IAB Description: Expandable format that launches from IAB standard ad, pushing page content leftward, revealing large, functional canvas

Dimensions: Banner 300x250, Panel 850x700. Other banner options include 300 x 600 and 970 x 250)

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IAB Slider

IAB Description: Overlay unit on the bottom of a page mirrors touch screen habit, prompting users to slide the entire page over, unveiling a full branded experience

Dimensions: Slider bar 950x90/50, Slider Content 950x550

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IAB Filmstrip

IAB Description: A 300x3000 canvas, viewable through a 300x600 window and fully controlled by viewer

Dimensions: 300x3000 Filmstrip with five different segments, served as IAB UAP 300x600.

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Adoption is Key

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Adoption is Key

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The First Interactive Expandable – 2000!

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Break Through the Noise with Even More Engaging Ads

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PointRoll Dig@torial

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Y!Mail Pullover Format

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Dynamic Homepage Takeover Format

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PointRoll’s Meebo Canopy

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The Leadboard728 x 90

The Rectangle300 x 250

The Skyscraper160 x 600

Standard Formats, Engaging Functionality

I’m DSP/RTB Exchange Friendly!

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Actionable Engagement

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Relevant, Dynamic Engagement

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Standard Mobile

Banners

Mobile Engagement

Rich Media

Mobile TabletDynamic

& Local

Desktop-to-Mobile Video

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OOP

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Pre-roll

InStream / Pre-Roll Engagement

Interactive Overlay AdChooser Out of Video Player

Dynamic

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More Effective Ads in 5 Easy Steps

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Step 1: Make Data Your Bitch

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Understand: Audience Insight

Find: Audience

Identification

Serve: Audience

Engagement

Analyze: Measure Success

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Step 2: Get Creative

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Step 3: Find Your Consumer… Everywhere

Online Circular

iPad

Rich Media/Display Digital Out of Home

Mobile SiteMobile AppFacebook

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Step 4: Measure and Optimize

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Richer Formats Work Throughout the Funnel

AwarenessBranding

• 6 out of every 100 people exposed to RM engage and for over 14 seconds, versus <.1% who click through on flash ads

• 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 intent

Interest Searches & Third Party Sites/ Research

• 39% lift in brand searches vs. non-expandables and 24% lift in category search• 49% lift in visits to in-market sites and 37% lift in visits to competitor sites

ConsiderationSite Traffic• 64% lift in view-through• 2.5x’s site event effectiveness for rich media vs. standard ads• 43% lift in driving KPIs

Source: 2009 and 2010 Third Party Dynamic Logic, Compete and Nielsen research study data based on PointRoll campaigns.

Intent Conversion & Sales• Incremental 17% sales lift among exposed households compared with a 5% flash lift,

despite 75% higher avg frequency of flash

• 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

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Step 5: Repeat!

Make data your bitch• Leverage your own data or third party data to better find, find more of, and reach your audience

Get creative• Leverage available brand and direct response ad formats and features

Reach consumers across devices and distribution points• Display, video, mobile, social, tablet, digital out of home• Stay abreast of innovative creative and technology – use your PointRoll rep to keep you informed

Measure and optimize• Optimize your creative and media based on insights gained; whether in real time or in your next

campaign• Test new strategies, ideas, creative executions and platforms; deploy broadly what works and

continuously refine!

And finally… HAVE FUN!!

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THANK YOU!

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Learn More!

IAB Rising Stars Specs/Demos/Test Tags: bit.ly/iab-rising-stars

Case Studies: bit.ly/PointRoll-Case-Studies

PointRoll Blog: blog.pointroll.com

Facebook: www.facebook.com/PointRoll

Twitter: @PointRoll

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