The impact of creative on effectiveness and measurement by Jim McGinty & Darren Sharp for Incisive Create

1. The impact of creative on effectiveness and measurement
JIM MCGINTY, ASSOCIATE PUBLISHER, INCISIVE MEDIA
DARREN SHARP, AD OPERATIONS MANAGER, INCISIVE MEDIA
0 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

2. Engagement, effectiveness and measurement
 Engagement, positioning, measurement
 The value premium publishers can offer
 The perfect storm!
 Prominence…interaction…targeting…positioning
 Our responsibility to our advertisers and our readers
 Value of interaction
 Looking to the future, the need to understand and
match campaign KPIs
 CTR and its legacy
 What price “effectiveness”?
1 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

3. Impact and engagement with “Rising Stars”
 We advocate a model which focuses on prominence, share of
voice and scope- what can be done within the unit- the
amount of interactivity which can be incorporated.
 Interaction and engagement are to the fore with the new IAB
portfolio. Creative can form a narrative… space, functionality,
range of user experience
 IAB primary research with IPG Media Lab…
 Consumers interact significantly more with Rising Stars ads
than with incumbent standard ad units.
 Users were 2.5 times more likely to interact with a Rising Stars
ad unit than a standard ad unit, spent twice as much time
interacting with the ad and took less time to react to the ad
(two times quicker than with standard ads).
 Along with increased interaction, eye-tracking showed that
users viewed ads longer (31% more) with Rising Stars units
versus standard formats.
 Respondents found the Rising Stars ads to be more
“enjoyable” and “engaging” when compared to regular
displays ads.
 They were more likely to say the Rising Stars ads “improved
my impression of this web site” and their opinion of the brand.
2 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

4. Creative package
3 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

5. Rising stars
 Cascading Billboard
 http://theinquirer.net/inquirer/news/2034449/apple-dominated-smartphone-revenues-2010
 Slider and Widget
 http://www.v3.co.uk/v3-uk/analysis/2198134/quick-guide-to-apple-and-samsungs-global-
patent-war
 Slidecast Plus (timed viewed unit)
 http://demo.klaustech.com/sites/computing/
4 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

6. Example of Rich Media Reporting
 Example Reporting for Rich Media Engagement
5 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

7. Contacts
 Darren Sharp  Jim McGinty
 Ad Operations Manager  Associate Publisher
 Incisive Media  Incisive Media
 020 7316 9264  020 7316 9817
 Darren.sharp@incisivemedia.com  Jim.mcginty@incisivemedia.com
 http://uk.linkedin.com/in/jimmcginty
6 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating