JUNE 2011 IPG Media Lab with Affec2va, Dynamic Logic, and AOL
Evolu-on of Digital Branding A COMPREHENSIVE REVIEW OF THE IAB PORTRAIT AD UNIT
Objec2ve
Methodology
Visual Engagement
Relevance of Context
Emo2onal Reac2on
Live Campaign Metrics vs. Benchmark
Impact on Purchase Funnel
Summary
Appendix conten
ts
objec-ve
BACKGROUND
Users have learned to tune out standard units and view intrusive units as annoying or frustra2ng. Both of these phenomena contribute to stagna2on of ad effec2veness.
With a fresh approach that invites consumers to stay, the IAB Portrait unit was designed to create a beRer user experience and, in turn, beRer results for the adver2ser.
GOAL
Prove that the IAB Portrait unit (previously known as Devil) will cut through ad blindness, improve emo2onal connec2on, contribute towards posi2ve ad effec2veness, and increase purchase inten2on.
2
Methodology
• Online Awareness • Ad Believability • Brand Appeal • Brand Interac2on • Inten2on to Visit Site/Become Facebook Fan • Recommend to Family/Friends • Purchase Intent
Page 4
VISUAL ENGAGEMENT Obtained through measuring eye-‐tracking dura2on, fixa2on heat-‐mapping, and sequence analysis.
EMOTIONAL REACTION Biometric monitoring and facial coding analysis to determine audience’s emo2ve response to different ad formats.
AD EFFECTIVENESS
Standard engagement repor2ng as a source of ad effec2veness.
Control/exposed survey designed to find delta aRributable to the IAB Portrait ad unit in conscious awareness of brand adver2sing. Survey designed to measure impact on brand metrics, including
INTERACTION
1
3
4
Aggregated analy2cs metrics from live media collected to verify and support findings from the visual aRen2on test results; control/exposed survey pertaining to interac2on inten2on.
Portrait cuts through banner blindness Compared to a standard ad unit, the IAB Portrait is no-ced 2x as fast, and viewers look at it 4x more oQen and 4x longer.
Page 5
300 x 250
300 x 600
Portrait drives fixa-on
Ad Units Avg. # of Fixa-ons
Avg. Time to First Fixa-on (Seconds)
Avg. Total Fixa-on (Seconds)
Portrait 11.5 9.7 3.7
Compe--ve Units* 6.35 15 1.9
Percentage Difference 81% -‐35% 95%
Page 6
*Compe22ve Units include 300x250 and 300x600
35% faster fixation 81% more attention 95% greater length of fixation
IAB Portrait unit attracts
Context improves a^en-on On contextually relevant pages, viewers fixate on the IAB Portrait unit much faster and on average view the ads longer.
Page 7
Non-‐contextual Contextual
IAB Portrait Avg. # of Fixa-ons
Avg. Time to First Fixa-on (Seconds)
Avg. Total Fixa-on (Seconds)
Contextual 11.5 9.7 3.7
Non-‐contextual 9.8 15 2.8
Portrait reduces frustra-on and frowns
Brow lowering indicates frustra2on – Portrait shows largest decrease in the occurrence of such emo2ve element.
IAB Portrait unit exposure generates the fewest frowns among consumers.
Page 8
*Compe22ve Units include 300x250 and 300x600
Live metrics beat benchmark IAB Portrait outperforms Unicast benchmarks in interac2on rate by as much as 7x, engagement 2me by as much as 2x and video play 2me by as much as 6x.
This finding conforms to the findings from the lab research.
Page 9
*
*Unicast InPage Banner -‐ Q1 to Q4 2010 Benchmarks
Campaign Average 7.82%
1.43%
102
59
42
12
INTERACTION RATE AVG. ENGAGEMENT TIME
(SEC.) AVG. VIDEO PLAY TIME
(SEC.)
Posi-ve impact on purchase funnel
Page 10
IAB Portrait generates higher ad effec-veness response at every level of the purchase funnel.
Online awareness
Ad believability*
Brand appeal*
Brand interac-on*
Visit site/Become FB fan*
Recommend to family/friends*
Purchase intent**
COMPETITIVE ADS
41%
62%
55%
35%
29%
24%
2%
IAB PORTRAIT AD
51%
7%
73%
63%
46%
43%
35%
* TOP TWO BOX ** TOP BOX
+25%
+19%
+16%
+31%
+49%
+46%
+263%
Compe22ve Ads include 300x250 and 300x600
“ “ “ reac-o
n At Chrysler Group we consistently look at how we can engage our consumers in a unique and interes-ng manner which can be a challenge in the digital space where the customer is flooded with informa2on. The informa2on gathered from the AOL/IPG study enables our media team to beRer understand how we can interact with our consumers in ways that captures their a^en-on quickly and provides them with the key informa2on they want on our products. Susan Thomson Head of Media Chrysler Group LLC
” “
reac-o
n This par2cular ad unit allows us to tell a story as well as create an opportunity for customers to engage with our brand the way that they want to engage: [via] video, social, product informa2on.
Even beRer, we are gaining consumer insights into what messages are resona2ng so that our messaging remains viable versus ex-nct.
Michelle Thomas Senior Brand Marketing Manager Zappos.com
”
“ reac-o
n In the digital age, it’s no longer just about the ‘big idea,’ but rather how you can create more meaningful and immersive brand experiences with customers that drive actual business results.
It’s exci2ng to have more compelling ways to tell brand stories online. With the mul--‐faceted IAB Portrait ad unit we have not only a larger canvas for brand messages... but also a more dynamic context for crea-ng brand connec-ons.
Alejandro Mendoza Associate Crea,ve Director SapienNitro
summary The IAB Portrait unit strongly outperforms other
op2ons in the marketplace (300x250 & 300x600) both quan2ta2vely and qualita2vely.
IAB Portrait unit a^racts a^en-on 35% faster than compe2ng units, 81% more a^en-on, and 95% more -me in length of fixa-on.
• Eye fixa2on on IAB Portrait unit rivals the content itself.
Facial recogni2on analysis shows IAB Portrait lowers nega-ve emo-ons by almost 40% with less frustra2on and fewer frowns.
Live media metrics show interac-on rates increased 4.5X to 7X.
Influence rose drama-cally: • Users who indicate that they would recommend the brand or product to family/friends rose 46%.
• Users who indicate that they would visit the brand site/Facebook fan page increased 49%.
• Purchase intent rose 263%.
appe
ndix
ADDITIONAL RESULTS & METHODOLOGY
Qualita2ve Metrics
Methodology
Standard Banner
Premium
IAB Portrait
US Overall Norm
Interacted with IAB Portrait
• (A+ve)
• (A+ve)
• (P+ve)
• (P+ve)
• (P+ve)
• (P-ve) • (P-ve)
• (A-ve)
• (A-ve)
• (A-ve)
• (A+ve)
• (P-ve)
Involving
Interesting
Soothing
Mellow
Nice
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Unique
IAB Portrait seen as involving and interes-ng
Page 16
Methodology: Eye-‐tracking
• The IPG Media Lab used a Tobii T120 eye-‐tracking monitor in a neutral facility in San Francisco the week of 5/23/11
• 26 Respondents of various ages, races, educa2on levels, and internet usage levels were shown unique combina2ons of web pages with compe22ve or IAB Portrait ad units
• Par2cipants were told only that they were tes2ng “web usability”
• An HD web cam and biometric bracelet were also used simultaneously
Page 17
About IPG Media Lab: At the center of Interpublic Group’s Mediabrands network, the IPG Media Lab helps clients and agencies put innova,on into ac,on. By crea,ng opportuni,es for marketers to iden,fy, formulate and test new approaches, the Lab mi,gates risk through a process outside the normal campaign methodology. Employing crea,ve thinking and a suite of proprietary research tools to understand how emerging media impacts purchase decisions, the Lab provides hands-‐on guidance, digital media insight and measurable results to clients. Our product framework is built around three fundamental pillars: Diagnosing Opportunity, Priori,za,on and Deployment. www.ipglab.com
Methodology: Biometrics • Using data from biometric bracelets, Affec2va determined when par2cipants were experiencing various emo2ons and physical responses
• Using video from eye-‐tracking sessions par2cipant’s faces, Affec2va determined whether emo2onal states were nega2ve or posi2ve
• All responses were then compared against a 2me-‐line to eye-‐tracking data to isolate just responses to adver2sing
About Affec-va: Affec,va grew out of collabora,ve research at the MIT Media Lab to help people on the au,sm spectrum. We apply innova,ons in affec,ve compu,ng to help solve difficult problems that stem from misunderstanding how people feel. Our customers are people in science and industry who use new technology that helps improve understanding of emo,on. www.affec,va.com
Page 18
Eye-‐tracking & Biometric Demographics
Page 19
Gender % of Total n= Educa-on % of Total n= Female 54% 14 High School 15% 4 Male 46% 12 Associates 4% 1
Bachelors 58% 15 Age Masters 23% 6 18-‐29 31% 8 30-‐39 38% 10 Hours per Week Using Internet 40-‐49 12% 3 1 to 15 31% 8 50+ 19% 5 16 to 30 46% 12
31 to 45 12% 3 Race 46 to 60 12% 3 Asian 15% 4 Black 8% 2 Use Computer for Work/School Hispanic 8% 2 Yes 77% 20 White 69% 18 No 23% 6
n=26, All Par-cipants from San Francisco Bay Area
Methodology: Survey Dynamic Logic surveyed 1,200 internet users • The survey was in-‐field May 27 & 28, 2011. • The test cell design used samples of 300 per control, 300x250 unit, 300x600 unit, and IAB Portrait unit. Each 300 person cell was divided equally between three adver2sers for a total of 12 unique cells.
• The first half of the survey consisted of Dynamic Logic’s trendable, standardized ad effec2veness AdIndex ques2onnaire which forced exposure to a test ad in situ within contextually relevant web content. This experimental design allows for quan2ta2ve comparisons of control vs. test cells.
• The second half of the survey consisted of a forced exposure to just the ad unit followed by a baRery of qualita2ve ques2ons designed specifically for ad/copy tes2ng
Page 20
About Dynamic Logic: Founded in 1999 as a pioneer of the digital revolu,on, Dynamic Logic helped establish the Internet's true marke,ng value to businesses by developing solu,ons that measure beyond click-‐through to quan,fy the full brand impact of online adver,sing. Now, as part of Millward Brown, Dynamic Logic con,nues to lead the industry — developing innova,ons to op,mize and track digital ad impact, specializing in emerging media plaVorms, and integra,ng insights across all digital and non-‐digital media. For marketers, agencies, and publishers alike, Dynamic Logic offers the most cuWng-‐edge and adaptable solu,ons to make the most of every digital marke,ng dollar. www.dynamiclogic.com
Survey demographics n=1,200 Online panelists
Page 21
Age % of Total n= Gender % of Total n=
18-‐34 49% 148 Female 69% 208
35-‐49 29% 88 Male 31% 92
50+ 22% 65
Hours per Week Using Internet
Income 31 hours or more 24% 73
<$40k 25% 76 21 to 30 hours 28% 83
$40k-‐$75k 36% 108 11 to 20 hours 28% 85
$75k+ 34% 102 5 to 10 hours 15% 45
Rather not say 5% 14 1 to 4 hours 4% 13
Less than 1 hour 0% 1