1. Is Bigger Really Better?
Is Bigger Really Better?
Measuring the impact of ad size in homepage advertising
Jessica Ong
J i O
Director, Compete
jong@compete.com

2. Our data provides marketers with the most signal
When it comes to online panels, size matters!
What’s in the torso & tail?
(a lot of stuff that’s really important)
Microsites
Visitors
Micro‐segments
Search phrases
Site Traffic (Unique V
Conversion rates
Product & category interest
Number of websites measured
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3. A tale of two homepage ads
– Single day homepage takeover campaigns on the same day (April 24, 2009)
Single day homepage takeover campaigns on the same day (April 24, 2009)
– Observed clickstream data for exposed consumers compared to control group
Kohl’s ad on AOL Homepage
p g Kohl’s ad on MSN Homepage
p g
300x600 300x250
Below the fold
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4. Larger ad had 30% higher visitation rate to Kohls.com
Ad Viewthrough Rate
(Visit to Kohl’s site after ad exposure)
5.0%
+6%
4.0%
3.0%
300x600
2.0%
+26% 300x250
+31%
1.0%
0.0%
Same session visit to Same day visit to Same week visit to
kohls.com kohls.com kohls.com
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5. Smaller ad resulted in more time spent on Kohls.com
– Lift in time spent on Kohls.com was also higher for 300x250 compared to the
Lift in time spent on Kohls.com was also higher for 300x250 compared to the
larger ad
Time Spent per User on Kohls.com (minutes)
p p ( ) Lift in Time Spent
p
(Time spent on site same day as exposure) (Time spent by exposed group compared to control)
8.9 23%
+20%
7.5
3%
300x600 300x250 300x600 300x250
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6. Large ad unit had a higher lift in shopping cart activity
Viewthrough Shopping Cart Activity Lift in Shopping Cart Activity
(% of viewthrough visitors who interacted with shopping cart) (Shopping cart activity for exposed group compared to control)
8.3% 93%
+26%
6.6%
55%
300x600 300x250 300x600 300x250
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7. Both ads saw strong lifts in same day brand search
– However, smaller ad had a higher lift in search activity
However, smaller ad had a higher lift in search activity
Exposed Brand Search Activity Lift in Brand Searchers
(% of exposed visitors who searched for Kohl s on search engine)
(% of exposed visitors who searched for Kohl’s on search engine) (Brand search activity for exposed compared to control)
(Brand search activity for exposed compared to control)
138%
0.14% 0.14%
101%
300x600 300x250 300x600 300x250
kohls
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8. Females and consumers with higher income were more
responsive to both ad formats
Demographic Variance for Exposed Consumers who Interacted with Kohl’s Brand
g p p
Compared to Non‐responsive Exposed Consumers
Age Income
Gender
65+
$100K+
55‐64
Female
45‐54 $60‐100K
35‐44
35 44
$30‐60K
Male 25‐34
<$30K
< 24
‐20% ‐10% 0% 10% 20% ‐5% 0% 5% 10% ‐10% ‐5% 0% 5% 10%
300x250 300x600 300x250 300x600 300x250 300x600
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9. Larger ad resulted in more site visits but smaller ad
yielded more lower funnel activity
Visit Kohl’s site 1.5% 194% lift 138% lift 1.2%
Time on Kohls.com 7.5min 3% lift 23% lift 8.9min
Shopping cart activity
Sh i t ti it 6.6%
6 6% 93% lift 55% lift 8.3%
8 3%
Brand search 0.14% 101% lift 138% lift 0.14%
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10. Summary
– Measure beyond direct funnel activity
– Advertisers must look beyond a single metric such as conversion to see
the full effect of advertising campaigns
th f ll ff t f d ti i i
– There is value in lift measurements
– Lift metrics suggest that ads with lower conversion can still have
substantial value in terms of changing consumer behavior
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11. Visit www.compete.com/adimpact or email
adimpact@compete.com for more information
Jessica Ong
Director, Compete
jong@compete.com
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