Demystifying the Evolution of Rich Media Metrics

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@rmanchee

the metricsdemystifying

Ryan K Manchee Director of Innovation Strategy @rmanchee

March 2013


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collaborate + listen


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who gives a click?


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995


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5 in every 1,000 .5%0


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


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cracking the

code


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• Click to edit Master text stylesdirectresponse


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just because they

sticksdoesn’t mean it

click


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what about the

995?


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what about the

995?20%


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what about the

995?20%1:10


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• Click to edit Master text styles

lostdesertin the


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…measuring time


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measurementdilemma


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Difficulty:

changing the train of

thought


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Teachers / kidsplayful interaction


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•30% what you see

•50% what you see + hear

•70-90% what you see + hear + touch

YOU REMEMBER


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makingsense


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for every interactionthere is an equal and opposite

reaction

The Manchee Law of Digital Advertising:


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datais the key

understanding


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dwell ratepercentage of impressions

engagedby the user


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dwell timethe average number of

secondsuser engaged with an ad


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Dwell Rate versus CTR


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Dwell Rate versus CTR

25x


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what did the userFrequency of exposure

Interactive Dwell time

Level / type of interaction

Measure type of response

seewhat did the userdo


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Overall Performance


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Overall Performance

43 seconds1:14


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consumers show consistently that they

are willingto take time to explore brands


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8.7%of all ads engaged with


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validate the

amazing creativevideo, engaging experiences

bought

interruption

media is earned not


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Effects of Rich Media & Video

0

3

6

9

1

3

6

1

4

9

Standard

Rich Media

RM with Video

Site VisitsDirect Response


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Effects of Rich Media & Video

0

3

6

9

1

3

6

1

4

9

Standard

Rich Media

RM with Video

Site VisitsDirect Response9x


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4xcreative impact


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sizedoes

matter?


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“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


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2x+5% of all ads served


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~40%


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Evenings are most

effectivefor mobile advertising

Fact #1


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First ‘Gamified’ HTML5 Rich Media ad

MOBi award for best iPad/Tablet ad


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appleTRUMPS

android

Fact #2


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Mobile Rising Star


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Fact #3

more

clicksthan your PC

CTR


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Repurposing for HTML 5


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Online. Mobile. Out of Home.


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Dual Screen Activities

0% 15% 30% 45% 60%

60%

46%

42%

30%

29%

19%

13%

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


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


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Dual Screen Activities

25%Consumers go online after seeing TV ad


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content recognitionautomaticACR


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2.34% CTR

115k17+% WATCHED FULL 4 MIN VIDEO


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ENGAGEMENT EVERYWHERE[ ]


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standard adsneed a little

helping hand


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Take two


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Take two

70%


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Take two


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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.


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Location, Location

Location!


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

Dynamic Creative Optimization


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Smart Text 1



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Smart Text 1

Smart Text 2



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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


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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

Regular Campaign Campaign w/ Smart Versioning

0.15%

0.82%

447%IMPROVEMENT IN CTR


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Smarter Retargeting Yields Record


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Smarter Retargeting Yields Record

0.08%

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.


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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.


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grass roots infiltration

word-of-mouthis the most powerful form of

advertising


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http://web09.eyeblaster.com/external/Volkswagen_twitter/start.htm




































http://creativezone.eyeblaster.com/%23ItemName=Volkswagen%2520-%2520Twitter%2520in%2520banner

http://creativezone.eyeblaster.com/%23ItemName=Volkswagen%2520-%2520Twitter%2520in%2520banner


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 [email protected] @rmanchee www.dgit.com


mailto:[email protected]

mailto:[email protected]

http://www.dgit.com

http://www.dgit.com

Demystifying the Evolution of Rich Media Metrics

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