Demystifying the Evolution of Rich Media Metrics

Powering 22 of top 25 brands96 of top 100 advertisers rely on DG

The DG Universe

1,750+Employees

4,500+Ad AgencyPartners

46 Offices in23 Countries

Penetrates 99% of All Broadcast Destinations

12+ Million Ad Deliveries Since 2010

1.6+ Million Unique TV Ads Distributed Since 1996

Touching 128+ Million Households in North America 84 Times per Day

100+ Billion Impression Served Monthly

800+ Million Unique Users

8,000+ Web Campaigns Delivered

11,000+ Corporate Partners

Global Offices46 Offices in 23 Countries

@rmanchee

the metricsdemystifying

Ryan K Manchee Director of Innovation Strategy @rmanchee

March 2013

@rmanchee

collaborate + listen

@rmanchee

who gives a click?

@rmanchee

5 in every 1,000 .5%0

@rmanchee

2 are wrong audience1 clicked by accident1 doesn’t wait for load= 1 in every 1,000

@rmanchee

cracking the

@rmanchee

• Click to edit Master text stylesdirectresponse

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just because they

sticksdoesn’t mean it

@rmanchee

what about the

@rmanchee

what about the

995?20%

@rmanchee

what about the

995?20%1:10

@rmanchee

• Click to edit Master text styles

lostdesertin the

@rmanchee

…measuring time

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measurementdilemma

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Difficulty:

changing the train of

thought

@rmanchee

Teachers / kidsplayful interaction

@rmanchee

•30% what you see

•50% what you see + hear

•70-90% what you see + hear + touch

YOU REMEMBER

@rmanchee

makingsense

@rmanchee

for every interactionthere is an equal and opposite

reaction

The Manchee Law of Digital Advertising:

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datais the key

understanding

@rmanchee

dwell ratepercentage of impressions

engagedby the user

@rmanchee

dwell timethe average number of

secondsuser engaged with an ad

@rmanchee

Dwell Rate versus CTR

@rmanchee

Dwell Rate versus CTR

@rmanchee

what did the userFrequency of exposure

Interactive Dwell time

Level / type of interaction

Measure type of response

seewhat did the userdo

@rmanchee

Overall Performance

@rmanchee

Overall Performance

43 seconds1:14

@rmanchee

consumers show consistently that they

are willingto take time to explore brands

@rmanchee

8.7%of all ads engaged with

@rmanchee

validate the

amazing creativevideo, engaging experiences

bought

interruption

media is earned not

@rmanchee

Effects of Rich Media & Video

Standard

Rich Media

RM with Video

Site VisitsDirect Response

@rmanchee

Effects of Rich Media & Video

Standard

Rich Media

RM with Video

Site VisitsDirect Response9x

@rmanchee

4xcreative impact

@rmanchee

sizedoes

matter?

@rmanchee

“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

IAB Rising Stars

@rmanchee

2x+5% of all ads served

@rmanchee

Evenings are most

effectivefor mobile advertising

Fact #1

@rmanchee

First ‘Gamified’ HTML5 Rich Media ad

MOBi award for best iPad/Tablet ad

@rmanchee

appleTRUMPS

android

Fact #2

@rmanchee

Mobile Rising Star

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Fact #3

clicksthan your PC

@rmanchee

Fact #3

clicksthan your PC

@rmanchee

Repurposing for HTML 5

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Online. Mobile. Out of Home.

@rmanchee

Dual Screen Activities

0% 15% 30% 45% 60%

Checking Email

Surfing for unrelated info

Visiting Social Networking site

Checking sports scores

Looking up info related to content

Looking up content related to Ad

Looking for coupon/deal related to Ad

@rmanchee

Dual Screen Activities What are Tablet and SmartPhone Users doing while watching TV?

@rmanchee

Dual Screen Activities

25%Consumers go online after seeing TV ad

@rmanchee

content recognitionautomaticACR

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2.34% CTR

115k17+% WATCHED FULL 4 MIN VIDEO

@rmanchee

ENGAGEMENT EVERYWHERE[ ]

@rmanchee

standard adsneed a little

helping hand

@rmanchee

Take two

@rmanchee

Take two

@rmanchee

Take two

@rmanchee

Measuring the difference

5 Rules for Successful Rich Media

1. Content + Format Harmony

2. Seek Attention

3. Be Relevant

4. Make Them Dwell

5. Get Them Talking

1. Content + Format

HarmonyGet the message to consumers when they are consuming content on a related topic; they are more receptive to a related brand message.

@rmanchee

Location, Location

Location!

@rmanchee

2. Seek Attention

Hey You. Yeah you.Grab the user’s attention through engaging, eye-catching animation and an inviting call to action.

@rmanchee

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.

@rmanchee

• Copy• Text attributes• Images• Video• Sound• Other variables

Dynamic Creative Optimization

@rmanchee

Smart Text 1

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Smart Text 1

Smart Text 2

@rmanchee

Optimization Yields Amazing

Weeks 1 – 2All Creative Running Week 3 Week 4 Week 5 Week 6

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

@rmanchee

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

@rmanchee

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

Regular Campaign Campaign w/ Smart Versioning

447%IMPROVEMENT IN CTR

@rmanchee

Smarter Retargeting Yields Record

@rmanchee

Smarter Retargeting Yields Record

1.5% RECORD CTRINCREASE!

Before Smart Versioning w/ Smart Versioning

4. Make Them Dwell

Take your shoes off, stay a while.Creating customized content for your ads and enable interactivity.

@rmanchee

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.

@rmanchee

grass roots infiltration

word-of-mouthis the most powerful form of

advertising

@rmanchee

5 Rules for Successful Rich Media

1. Content & Format Harmony

2. Seek Attention

3. Be Relevant

4. Make Them Dwell

5. Get Them Talking

@rmanchee

not all who touchtouchclick

not all who see

Thanks. Your turn

Ryan K Manchee Director of Innovation Strategyrmanchee@dgit.com @rmanchee www.dgit.com

Demystifying the Evolution of Rich Media Metrics

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