Understanding how readers engage with marketing collateral case study by Dan Kirby White Spider Media for IncisiveCreate

1. Create Presentation
5th March 2013

2. Digital engagement as we see it
Our challenges
• What are our challenges?
- Saturated market place
- No one likes being distracted
- No one likes being sold to or shouted at
• The reality is:
- Users don’t like to engage with ads.
- Ads need to shout for users to get attention
• What are the results:
- CTR’s and engagement levels are very low.
- Drop offs of over 50% is the norm

3. How to move forward
• Improve engagement with users
– Users are keen to engage with website not the ads
• Distribute material to the users without shouting
– Don’t rely on just ads to distribute content.
• Connect all aspects on digital media.
– Connect all Ads, Social, Content together.
– It is harder to work in isolation.
• Deliver some valuable market intelligence
– Connect marketing activity to sales activity

4. Traditional method of distribution online based on 100,000
impressions delivered.
Ratio of wastage (100,000 impressions : 75
visits resulting from hits)
Leave site
Ratio of imps delivered to direct Research
clicks landed is 1333:1 trends
Fund data
News
stories
• Approx. 80% of all traffic generated
Users
to advertisers site as a result of an
enters
web site advertising campaign arrives
indirectly.
• Approx. 600 visits will be generated
as a result of exposure to the
campaign.
For every 100,000 impressions approx. 150
clicks will be generated of which approx. RATIO of impressions
50% will drop off generating 75 visits
delivered to visit generated
is 190:1

5. A Solution?
• Create a user friendly advertisement for the
targeted audience AND the publisher.
• Build an ad that users can interact with
without being taken away from the site.
• An ad that will enable the user to remain
within their chosen environment.
• Bonus to publishers is that the ads are not
driving traffic away from their site.

6. Shutter Creative?
http://demos.rockaboxmedia.com/rbx/shutter
s/preview/investment-week/neptune/
http://demos.rockaboxmedia.com/rbx/shutter
s/preview/ifa-online/neptune/