4. 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
8. 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
9. * 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
15. 0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Aided Brand Awareness
Billboard 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
Upliftamongstthoseexposedto…
Q: Have you heard of the following brand?
16. 0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Online Ad Awareness
Billboard 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
Upliftamongstthoseexposedto…
Q: Have you seen the following brand advertised online in the past 30 days?
17. 0%
1%
2%
3%
4%
5%
6%
Message Association
Wallpaper 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
Upliftamongstthoseexposedto…
Q: Which of the following brands, if any, uses the following message in its advertising?
18. -2%
-2%
-1%
-1%
0%
1%
1%
2%
2%
3%
3%
Brand Favorability
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard most positive in driving Brand
Favourability
Source: Dynamic Logic Global analysis of 940 campaigns for IAB UK
Upliftamongstthoseexposedto…
Q: How would you describe your overall opinion of the following brand?
19. -2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
Purchase Intent
Wallpaper Half Page MPU Skyscraper Banner
Skyscraper (followed by Wallpaper) best
for Purchase Intent
Upliftamongstthoseexposedto…
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
20. 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
21. 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
23. 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:
24. 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.
28. 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.
30. 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)
