Más contenido relacionado Similar a Demystifying the Evolution of Rich Media Metrics (20) Demystifying the Evolution of Rich Media Metrics3. The DG Universe 11,000+
Corporate
Partners
1,750+ 100+ Billion
12+ Million Impression
Employees
Ad Deliveries Served Monthly
Since 2010
4,500+ 46 Offices in
Ad Agency 23 Countries
Partners
8,000+ Web
Campaigns
1.6+ Million
Delivered
Unique TV Ads
Distributed
Since 1996
Touching 128+
Penetrates Million Households
99% of All in North America
800+ Million
Broadcast 84 Times per Day
Unique Users
Destinations
5. demystifying
the metrics
Ryan K Manchee
Director of Innovation Strategy
@rmanchee
@rmanchee
©2013 Digital Generation Inc. All rights reserved
March 2013
7. who gives
a click?
@rmanchee
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8. 995 @rmanchee
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9. 0.5% 5 in every 1,000
@rmanchee
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10. 2 are wrong audience
1 clicked by accident
1 doesn’t wait for load
= 1 in every 1,000
@rmanchee
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11. cracking the
code
@rmanchee
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12. direct
• Click to edit Master text styles
response
@rmanchee
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13. just because they click
doesn’t mean it
sticks
@rmanchee
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14. ?
what about the
995
@rmanchee
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15. ?
what about the
995
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20% @rmanchee
16. ?
what about the
995
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20%
1:10 @rmanchee
17. lost
in the
• Click to edit Master text styles
desert
@rmanchee
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18. • Click to edit Master text styles
@rmanchee
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19. …measuring time
@rmanchee
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20. measurement
• Click to edit Master text styles
dilemma
@rmanchee
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21. Difficulty:
changing the train of
thought
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@rmanchee
23. YOU REMEMBER
• 30% what you see
• 50% what you see + hear
• 70-90% what you see + hear + touch
@rmanchee
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25. The Manchee Law of Digital Advertising:
for every interaction
there is an equal and opposite
reaction
@rmanchee
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26. data
understanding
is the key
@rmanchee
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27. dwell rate
percentage of impressions
engaged
by the user
@rmanchee
©2013 Digital Generation Inc. All rights reserved
28. dwell time
the average number of
seconds
user engaged with an ad
@rmanchee
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29. Dwell Rate versus CTR
@rmanchee
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30. Dwell Rate versus CTR
25x
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@rmanchee
31. what did the user
Frequency of exposure
Interactive Dwell time
see
what did the user
Level / type of interaction
Measure type of response
do
@rmanchee
©2013 Digital Generation Inc. All rights reserved
33. Overall Performance
1:14 43 seconds
@rmanchee
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34. consumers
show consistently that they
are willing
to take time to explore brands
@rmanchee
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35. 8.7%
of all ads engaged with
@rmanchee
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36. validate the
interruption amazing creative
video, engaging experiences
media is earned not
bought
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@rmanchee
37. Effects of Rich Media & Video
Site Visits 9
Direct Response
9
6
6
4
3 3
1
1
Standard
Rich Media 0
RM with Video
@rmanchee
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38. Effects of Rich Media & Video
9x
Site Visits 9
Direct Response
9
6
6
4
3 3
1
1
Standard
Rich Media 0
RM with Video
@rmanchee
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39. creative impact
4x
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@rmanchee
40. size
does
matter?
@rmanchee
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41. IAB Rising Stars
“As a premier rich media vendor supporting the formats, MediaMind has an
intrinsic and deep understanding of the IAB Rising Stars ad units. They are
truly one of the companies shaping the future of interactive advertising.”
- Peter Minnium, Consulting Director, IAB
@rmanchee
©2013 Digital Generation Inc. All rights reserved
44. 2x
+5% of all ads served
@rmanchee
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45. ~40%
@rmanchee
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49. Fact #1
Evenings are most
effective
for mobile advertising
@rmanchee
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50. MOBi award for best iPad/Tablet ad
First ‘Gamified’ HTML5 Rich Media ad
@rmanchee
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51. Fact #2
apple
TRUMPS
android
@rmanchee
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53. Fact #3
more CTR
clicks
than your PC
@rmanchee
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54. Fact #3
more CTR
clicks
than your PC
@rmanchee
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60. Dual Screen Activities
What are Tablet and SmartPhone Users doing while watching TV?
0% 15% 30% 45% 60%
Checking Email
60%
Surfing for unrelated info
46%
Visiting Social Networking site
42%
Checking sports scores
30%
Looking up info related to content
29%
Looking up content related to Ad
19%
Looking for coupon/deal related to Ad
13%
@rmanchee
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61. Dual Screen Activities
25%
Consumers go online after seeing TV ad
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@rmanchee
65. 115k
17+% WATCHED FULL 4 MIN VIDEO
2.34% CTR
@rmanchee
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67. [ ]
ENGAGEMENT
EVERYWHERE
@rmanchee
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68. standard ads
need a little
helping hand
@rmanchee
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69. Take two
@rmanchee
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70. Take two
70% @rmanchee
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71. Take two
@rmanchee
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73. 5 Rules for Successful Rich Media
1. Content + Format Harmony
2. Seek Attention
3. Be Relevant
4. Make Them Dwell
5. Get Them Talking
©2013 Digital Generation Inc. All rights reserved
74. 1. Content + Format
Harmony
Get the message to consumers when
they are consuming content on a
related topic; they are more receptive
to a related brand message.
©2013 Digital Generation Inc. All rights reserved
75. Location, Location
Location!
@rmanchee
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77. 2. Seek Attention
Hey You. Yeah you.
Grab the user’s attention through
engaging, eye-catching animation and
an inviting call to action.
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79. 3. Be Relevant
What you like because you like it.
Make sure you always deliver the best
message to the right consumer all the
time.
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80. Dynamic Creative Optimization
• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables
@rmanchee
©2013 Digital Generation Inc. All rights reserved
81. Dynamic Creative Optimization
• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables
@rmanchee
©2013 Digital Generation Inc. All rights reserved
82. Dynamic Creative Optimization
Smart Text 1
• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables
@rmanchee
©2013 Digital Generation Inc. All rights reserved
83. Dynamic Creative Optimization
Smart Text 1
• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables
Smart Text 2
@rmanchee
©2013 Digital Generation Inc. All rights reserved
84. Optimization Yields Amazing
90% Rotation 90% Rotation 90% Rotation 90% Rotation
Weeks 1 – 2
Week 3 Week 4 Week 5 Week 6
All Creative Running
10% Rotation 10% Rotation 10% Rotation 10% Rotation
@rmanchee
©2013 Digital Generation Inc. All rights reserved
85. Optimization Yields Amazing
90% Rotation 90% Rotation 90% Rotation 90% Rotation
Weeks 1 – 2
Week 3 Week 4 Week 5 Week 6
All Creative Running
10% Rotation 10% Rotation 10% Rotation 10% Rotation
@rmanchee
©2013 Digital Generation Inc. All rights reserved
86. Optimization Yields Amazing
447%
IMPROVEMENT IN CTR
0.82% 90% Rotation 90% Rotation 90% Rotation 90% Rotation
Weeks 1 – 2
Week 3 Week 4 Week 5 Week 6
All Creative Running
10% Rotation 10% Rotation 10% Rotation 10% Rotation
0.15%
Regular Campaign Campaign w/ Smart Versioning @rmanchee
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88. Smarter Retargeting Yields Record
1.5% RECORD CTR
INCREASE!
0.08% Before Smart Versioning w/ Smart Versioning @rmanchee
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89. 4. Make Them Dwell
Take your shoes off, stay a while.
Creating customized content for your
ads and enable interactivity.
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91. 5. Get Them Talking
Tell your friends. Tell the world.
Enable sharing and brand advocacy by
connecting to social channels. And
providing content that they would want
to share.
©2013 Digital Generation Inc. All rights reserved
92. grass roots infiltration
word-of-mouth
is the most powerful form of
advertising
@rmanchee
©2013 Digital Generation Inc. All rights reserved
94. 5 Rules for Successful Rich Media
1. Content & Format Harmony
2. Seek Attention
3. Be Relevant
4. Make Them Dwell
5. Get Them Talking
©2013 Digital Generation Inc. All rights reserved
95. not all who see
touch
not all who touch
click
@rmanchee
©2013 Digital Generation Inc. All rights reserved
96. Thanks. Your turn
Ryan K Manchee Director of Innovation Strategy
rmanchee@dgit.com @rmanchee www.dgit.com
©2013 Digital Generation Inc. All rights reserved