Display Advertising Trends Last trends in Display Advertising formats from the creative and

technology view, related to Ad Efectiveness (impact, response, branding, engagement, dynamic, mobile and video)

A short introduction!

The Publisher The TechProvider The MediaAgency The Customer The Creative

The Publisher They open spaces in their websites to sell advertising space. An individual or entity selling online advertising space, including portal media planners, webmasters and other ad networks.

The TechProvider

Creation of templates. Uploading advertisements and Rich Media.

Trafficking ads according to differing business rules. Targeting ads to different users, or content.

Tuning and optimization based on results. Reporting impressions, clicks, post-click & post-impression activities, and

interaction metrics. Advanced functions as Frequency capping or Ad Targeting and optimization.

The M

ediaA

gency

The CreativeAgency

Display Advertising

Formats

Display Advertising Formats - by Position/dimensions - by Behauvior - by Features - by Verticals - by Publishers - by Tech Providers

by position / dimensions

- MPU/Square - Leaderboard/Megaboard

- Skycraper - Rectangle

- Page Specific - Layer

- Wallpaper/Takeover

by behauvior

Preestitials/Interstitials Popup Expandables

Layer/Floating Pushdown Pushout Sidekick

Glider

Video MPU

preroll midroll postroll

Rising Stars

by features

by Verticals

Automotive, Banking, Beauty, Charity, Consumer, Consumer electronics, E-commerce, Education, Energy (OIL and Gas), Entertainment, Fashion, Fast-Moving Consumer Goods, Finance, Food and beverage, Government, Healthcare, Insurance, Internet, Luxury, Manufacturing, Media, Music, Online, Real estate, Retail, Sports, Technology, Telecommunications, Transportation, Travel, Women

by publishers (Spain)

Want to see more publishers?

by Tech providers Weborama DoubleClick Flashtalking AdForm Piximedia MediaMind Yahoo AOL Collective Pointroll Fireflyvideo Canvas Spongecell AdMotion AdConion Medialets

Standards?

iab IAB Releases New Standard Ad Unit Portfolio

>> iab The New 2012 Portfolio

iab 2012 Portfolio

UAP Universal Ad Package

RichMedia Guidance

>> iab The New 2012 Portfolio

iab Display Rising Stars

iab Rising Stars

>> iab Rising Stars Display Ad Units

Beyond the Click: Key Metrics

- Universal Interaction Rate: IAB Rising Stars Working Definition: Universal Interaction Rate refers to the number of times user’s mouse enters frame of ad and is active (not par The percent of users who purposely enter the frame of an ad continuously for at least 0.5 seconds or more

- Universal Interaction Time: The average amount of time users spent on the ad IAB Rising Stars Working Definition: Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or at 60 seconds, whichever happens first.

Conclusions:

- Rising Stars Get More Interaction Than Standard Ads

- Users Spend Twice as Much Time With Rising Stars Ads

- Users Take Less Time to React to Rising Stars Ads

- Users Spend 32% More Time Viewing Rising Stars Ads

- Consumers Spend More Time on the Page Viewing Rising Star Ads

- Users Generally Like Rising Stars Ads

>> Mobile Rising Stars iab units

iab Mobile Rising Stars

iab IAB Mobile Rising Stars Judging

>> Mobile Rising Stars Ad Units

iab uk Future Formats Award 2012 - The Entries

>> iab uk Future Formats Award 2012

iab uk Future Formats Award 2012 - The Finalist

>> iab uk Future Formats Award 2012

Measuring Ad Efectiveness

Impact

Viewable Impressions: Viewable impressions entered the lexicon in 2012. It is a way for advertisers to understand not only where their ad was served, but where it was actually viewable. A lot of work is still being done to figure this metric out to make sure that we can measure this for each ad served. The IAB is still working on its SafeFrame initiative to ensure that ads served via iframes can be counted. Looking ahead once these challenges are addressed, we can expect to see billing implications—where advertisers would only be billed for viewable impressions.

Viewability Trends and insights placement online media mix Awareness Consideration Choice - Purchase Intent Ad Awareness, intent to purchase - Connect with the truly qualified - Scale across the web - Deliver impact without noise Ad Relevancy to Page Content Intrusiveness of Ad Click is the wrong metric for measuring ad effectiveness

Essentially, digital advertising Engagement falls into three major buckets: cognitive, physical, and emotional. Ultimately the ambiguity of the term has rendered it less useful than more concrete, descriptive definitions of types of interaction.

Engagement is an important component of online advertising. Engagement includes an ad´s ability to breakthrough to capture a consumer´s attention, and hopefully drive an attitudinal change. It is up to the brands to define their kpi´s (key performance indicators).

Engagement is usually defined as active participation with a brand message as oppose to passive. Remember: one man´s engagement is another man´s distraction, so involvement with ads and content is inherently in conflict. Engagement is previouse to metrics.

Ad Engagement - creativity, interaction Content Engagement - Content captivating Audience engagement - viewers contributing, wievers paying attention

Three major forms of Engagement

- Cognitive - awareness, interest, intention - Physical - user initiated interaction -> click to view, click to expand - Emotional - affective

Cognitive and emotional engagement metrics

- Reach, Awareness, Favorability, Interest, Intent, purchase - biometrics, Surveys, eyetracking, heatmaps

Physical Engagement metrics

- Reach, vievability and dwell tieme, user initiated interaction, clicks, conversions, loyalty - pixel tracking, javascript tags - Video - play rate, playthrought rate, completion rate, median video viewing time, share rates - Richmedia - display times, expansions, expansion times, interaction time/rate, form responses, game play, share rates - Mobile - Click to call, map retail location, interaction rates, click to download, click to play, share rates - SocialMedia

- consumption - reading, listening, viewing - collaboration - liking, rating, voting commenting, sharing - creation - uploading, blogging, podcasting, mashups

Engagement

We can change attitudes toward display ads 75% prefer to interact with ads on the publisher page 53% prefer ads with coupons 35% enjoy seeing recipes in online ads 26% like to take polls and quizzes 22% enjoy informational, how-to videos 25% of online users agree that a good online Ad is worth talking about Reaction to online Ad if user is interested: 60% Search some time later 57% visit Ad´s website 51% Locate retail location or dealer 41% Search on product inmeditately 39% Purchase advertised product 36% Tell someone about Ad Synergy and Symbiosis:Websites and Ads - Advertising is more effective on quality content sites

Toyota Auris NG

Video

iab video guidelines

Vivaki - ThePool: 9 ideas para alcanzar el formato ideal

1 - Respetar al usuario y sus decisiones 2 - Positivizar el tiempo publicitario como peaje para acceder al contenido 3 - Spots cortos, no más de 10 segundos para targets jóvenes y no más de 20 segundos para targets más

maduros 4 - Desarrollar el formato en una única pantalla sin que el usuario abandone la página 5 - Facilitar un reconocimiento rápido e inmediato de marca 6 - Publicidad como parte de contenido en el caso de los targets más jóvenes 7- Publicidad clara, directa y sencilla para los targets más maduros 8- Publicidad afin con el contenido en el caso de los hombre y publidicad afin con las aficiones del target en el

caso de las mujeres 9 - Publicidad singular y diferente que desarrolle las potencialidades del medio

>> Vivaki, The Pool

Vivaki The Pool - Valoración Vídeo online

Vast 3.0 was released in July 2012 helping to open up the in-stream digital

video advertising marketplace, reducing expensive technical barriers—thus making video advertising easier. VPAID 2.0 was released in April 2012 establishing a common interface between video players and ad units, enabling a rich interactive in-stream ad experience.

Consuming video content has become less cumbersome, paving the way for greater availability of content with more consumers ready to watch – and engage – in 2013.

Videoshopping

Measurement of ad effectiveness should use metrics that matter, not just those

that are easy to measure Issue Click-through rates, which are exceedingly easy to measure, have historically functioned as the primary metric in display ad campaign evaluation. However, this metric does not accurately reflecting true campaign effectiveness and in most cases should not be used. But in the absence of more meaningful metrics that are also easy to measure, CTRs will likely continue to be used by some media planners and researchers to evaluate campaigns. The unfortunate result of this approach is making decisions based on data that are at best, incomplete, and at worst, misleading.

Several comScore innovations in the world of digital ad measurement are paving the way for a future world of evaluation based on meaningful metrics. To begin, comScore research has shown that the click on a display ad bears no relationship to the effectiveness of that ad. Next is the current shift towards a viewable/validated impression standard, which begins by removing from consideration the significant percentage of digital ads that are not in view and which have no ability to deliver the desired impact. Finally, more relevant measures of the effectiveness of digital ad campaigns are now available on a timely basis, including ad recall, awareness, purchase intent and actual sales lift.

Metrics

Superbowl Ads key performance indicators (KPIs) or metrics that are commonly used are as follows: Media Measurements: - Media Metrics: TV, Online & Cross-platform Impressions, Reach, Frequency, GRP - Brand Metrics: Awareness, Message Recall & Association, AttitudesFavorability, Consideration, Purchase Intent, Trial, Repeat Purchase or Brand Switching, Preference, Likeability - Social Media Metrics: Social (Brand, Product & Commercial) Mention Reach, Passion & Frequency, Buzz Generation, Chatter / Comments, Consumer Engagement & Activation, Reactions, Emotional Response, Followers, Favorites, Social Bookmarks, % of Video Downloads, YouTube Views & Ratings, Facebook Likes/Fans/Friends, Twitter Followers & Mentions, Tweets (TPS -Tweets Per Second), Including Celebrity Tweets, Tweeter Conversations – Reach, Frequency & Velocity, Google+, Pins, Tumblr Posts, Tags, Shares (Amplification Rate), Stumble, Reddit - Action Metrics: Clicks, Web Traffic, Brand Searches, Lead Generation or Long-Tail, Sales, Revenue & Profits, Direct Response We should recognize the potential power (and important role) of social media and online video (which are increasingly becoming an integral part of the Super Bowl marketing mix), and no longer only rely on the historical bias of measuring big game ads mostly by media metrics (reach, GRP’s and Nielsen ratings) and old-school methodologies (panels, surveys and polls) with their associated cognitive biases.

Trends

Stats

Demographics

Consumer

Metrics

Trends

Researchs/Insights refer to:

Display Advertising videos on Pinterest

Digital Ad Infographics on Pinterest

Research - Insights

- Mobile Display Proves Its Worth - Super Bowl Ads Call For Big Game Analytics - Display Advertising: Going Through an Awkward Stage, but Here to Stay (and Prevail) - Microsoft Engagement 2008 - Tablets & Smartphones Generate Strong Ad Engagement, According to IAB Mobile Research - Digital Ad engagement: An industry Overview and reconceptualization - IAB, ANA & 4A’s Join Forces to “Make Measurement Make Sense”—Leading Trade Groups Take on Top Industry

Challenge - Iab - Making Measurement Make Sense (3MS) - Iab - The Emergence of Engagement - Iab - IAB Rising Stars Ad Units, testing attention, interaction and emotion - IAB Ad Effectiveness Study - Resource Center - IAB Rising Stars phase2 - IAB - The Multi-Screen Marketer - IAB Spain - Top Tendencias 2013 - Cómo medir la notoriedad de marca - El futuro de la publicidad online en display - Mediamind - In-Stream Video Research Report - Mediamind - 5 best practices for the web - Mediamind - The Rich and the Powerful - Mediamind - The Five best metrics for Display Advertising - Mediamind - 7 best practices for building a smart ad - Mediamind, Hassan Khan - Google - What´s trending on Display for publishers? - PointRoll - Twenty13 Trends & Beyond - YouTube Creator Playbook v3

- Mobile Rich Media Brand Effectiveness Study with John Lewis - Cross Screen Planner - Microsoft Advertising - The Pool (video online) - Vivaki - 2012 - Vindico Insights Q2 Report - AOL- People Like Cheese: How video viewers watch, share, and complet original video - AOL - Tablets of Change - AOL - Short-Form, Big Impact - AOL - Create Engaging Ads - Consumers first - AOL - Make time to get smart - Yahoo - Shortcast - Quality Short Form Video and Advertising to 2015 - Microsoft Advertising - What motivates consumers? - Microsoft Advertising - Multi-screen consumer research reveals Media Multiplier effect - ThinkWithGoogle - YouTube 2012 Ads Leaderboard - ThinkWithGoogle - TheMobilePlaybook - ThinkWithGoogle - Measuring Ad Format Impact Study - ThinkWithGoogle - TrueView Ads: Getting Viewers to watch, not skip - Nielsen - Global advertising trends Q2 2012 - Nielsen - Digital Shopping - What you need to consider - Econsultancy - Online Display: Growth, Complexity and Integration - Comscore - Brave New Digital World - A Manifesto for the Future of Digital Media Measurement & Analytics - Comscore - The Top Ten Burning Issues in Digital - Comscore - iStrategy - Changing How the World Sees Digital Advertising - Comscore - Content Display Advertising: future trends - Comscore - Best Practices for High Impact Online Advertising - Quancast - Display Ad Clickers are not your customers

- IAB OPM Analysis: Lead Generation’s Value and Role in Digital Marketing - eMarketer - Trends in Video Advertising 2013 - IAB France -Measuring the efectiveness of online advertising

Thanks! @fernandocomet

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