Enterprise Security Monitoring, And Log Management.
Internet Week Yahoo! Academy: Ad Format Research
1. Ad Formats: from concept to award winning
Choosing the right formats for your campaign objectives
Laura Chaibi
Director of Research, EMEA
2. Welcome!
INTERNET WEEK EUROPE
Second year we celebrate all things DIGITAL
100s of activities ALL WEEK
Yahoo! is a presenting partner and proud to take part,
ENJOY!
6. ad format mix & match: overwhelming choice
super banner
+ LREC
= tandem
7.
8. auto initiated mouse over on click
super banner
+ LREC
overlay
= tandem + floating
9.
10. Applying SAS to ad format innovation
End to end program 250+ formats tested 100,000 respondents
• control creatives • ad format • Germany
• UK
• live campaign testing • ad behaviour • France
• Italy
• claimed and behavioural • video • Spain
• MENA... coming soon!
11. The Process
Online survey
Scores normalised to country norms
demos of control creatives
Focus on two measures: ‚intrusion‛ and ‚impact‛
Feedback and evaluation
Testing begins Evaluation
constructed
Focus on format not creative Metric mapping to work out
relative ‚acceptability‛
Demonstration + interaction Further testing on debatable formats
12. intrusion
low impact high impact
high intrusion high intrusion
impact
low impact high impact
low intrusion low intrusion
21. high intrusion Video high SOV
Video ‘tag alongs’ & interstitials
in-page real estate
high impact
Video footers and MPU derivatives Video In page expandables
22. Maximising the use of video
What’s the objective? Example metrics What to measure?
Brand awareness Plays Visibility
Product launch Replays Interactivity
Product repositioning Expand/contract Duration
Compliment TV plan Start Brand perception
Acquisition Sound on Tone of voice / fit
Creativity/engage Completes View thru
Conversions Viral Sales
Sales Clicks Reach: Unique /cumulative
28. Low Impact High Impact
(brand X)
high Intrusion
mail tandem mail tandem mail tandem
live campaign A control ad live campaign B
brand/creative fit ad format
brand/creative impacted format negatively (normalised)
Low Intrusion
-1x
(less) 2x uplift
impact
Base: Yahoo! user, Source: Yahoo! Research
29. Theory to practice: ad behavior
Getting the most intrusive ad
format approved on Yahoo!
Overlay
Auto intiated
Moving parts
Story telling challenge
30. 5 Yahoo!
ad format homepage
variants ad
2000+ monadic
respondents testing
35. Ad recall
152
144 140
*
100
112 +40%
uplift for
ad format
+
ad behaviour
control group LREC mouseover autoinitiated take over + animated
bckgrd
index 100 = control group (cg)
Base: Yahoo! User / Source: Yahoo! Research * compared to control group
36. Aided recall of advertiser: McDonald’s
250
*
204
190 2.5x
higher recall
100
for most
intrusive
ad format
LREC
index (LREC= 100) mouseover autoinitiated take over + animated
bckgrd
Base: Yahoo! User / Source: Yahoo! Research * compared to control group
37. Browsing duration
time spent
+33%*
in seconds (till first click) time spent with
full page takeover
+67%*
time spent with
mouse over
30
24
21
21
18
17
???
Average control group LREC mouseover autoninitated take over + animated
touch metrics
bckgrd
Base: Yahoo! User / Source: Yahoo! Research * compared to control group
38. Theory to practice: most intrusive ad acceptable
appeal of Yahoo! homepage
in % (Top 2 Box on 5-Point scale)
92% 87% 85% 86% 88%
most intrusive ad
in theory has
highest likeability in
control group LREC mouseover autoninitated take over + animated bckgrd
practice
very good good
Base: Yahoo! User / Source: Yahoo! Research
45. high intrusion
low impact / high intrusion
high impact / high intrusion
! brand & ad intent matters!
! effective with right brand / creative
! cap ad / limit ad format wear out
! relevant: campaign obj. & audience
! use floating elements with care
these formats get message across
best for entertainment / homepage
burst message, time bound offer, product launch, awareness, reach
more acceptable: youth
high impact
low impact / low intrusion high impact / low intrusion
least disruptive best win – win quadrant
suits editorial info (news/sports) suits most brands
drip feed campaign / sponsorship compliment consumer journey
more acceptable: older consumer format accepted as part of page
! Use for branding ! format desensitisation: over time