get noticed: using creativity and engaging ad formats to break through the noise
DESCRIPTION
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both. With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.TRANSCRIPT
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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
@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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