DIVERSIFYING AD FORMATS TO ACHIEVE MORE · RECRUITMENT Recruited Twitter users from a nationally...
Transcript of DIVERSIFYING AD FORMATS TO ACHIEVE MORE · RECRUITMENT Recruited Twitter users from a nationally...
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DIVERSIFYING AD FORMATS TO
ACHIEVE MORE
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Test impact on brand metrics across different ad formats and ad mixes
Test eyes on-screen across different ad formats and ad mixes
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RECRUITMENTRecruited Twitter users from a nationally representative panel for participation on mobile devices. N=4,200
SCREENERSInitial survey with demographics and screeners
FIRST TWITTER EXPERIENCE
SECOND TWITTER EXPERIENCE
FILLERMEDIA EXPERIENCE
BRANDINGMETRICS
Participants signed into a controlled Twitter experience with test/control ads
Participants viewed premium websites with text and video content to increase the time between Twitter ad exposures and ensure a realistic overall media experience
Participants returned to Twitter to view their feed again. Here they were served additional test/control ads
Post-exposure survey to measure the branding impact of the ad mix
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RECRUITMENTRecruited Twitter users to visit MAGNA’s San Francisco Lab (n=69 Twitter users)
CALIBRATION
MEDIA EXPERIENCE
Participants put on eye-tracking glasses; calibration process; warm-up activities
Participants were routed through various media experiences which they viewed with eye-tracking glasses on in MAGNA’s living room lab space
Media experiences included:
• Twitter feed
• Premium websites
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ONE FORMATThree exposures of a single ad format across multiple Twitter visits
TWO FORMATS
THREE FORMATS
Three exposures of two ad formats across multiple Twitter visits
e.g. First View – First View – Pre-Roll; Pre-Roll – Promoted Video – Promoted Video
Three exposures of three ad formats across multiple Twitter visits
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One day takeover of
a standalone video ad
that shows top of the
feed
In-stream video ad that
plays before video
content. Can be skipped
if ad is longer that 6 secs
Standalone video ad
that is displayed in feed
Standalone video ad that
is displayed in feed. Has
Tweet text from the
brand advertised with a
call to action
Appears Stand Alone (Promoted Video)Appears Before Content
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+58%∆B
+46%∆
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Ad Effectiveness
Single format: Exposed n=606, Control n=603; Multiple format: Exposed n=1,505, Control n=1,515; Two formats: Exposed n=303, Control n=311; Three formats:
Exposed n= 1202, Control n=1204
∆= Statistical significance between exposed and control groups at >=90% confidence level.
A/B/C= Statistical significance between one format and multiple format deltas at >=90% confidence level.
Note: Each format mix had 3 exposures
Frequency of exposure for each = 3
Deltas (Exposed – Control)
AIDED AD RECALL
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A
Ad “Stood Out To Me Among Other Tweets”
Ad Effectiveness
(Exposed Only): Single format n=606; Multiple format n=1,505
A/B= Statistical significance between one format and multiple format deltas at >=90% confidence level.
Note: Each format mix had 3 exposures
Frequency of exposure for each = 3
Ad “Stood Out To Me Among Other Tweets” | % Strongly or Somewhat Agree
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OFFERED NEW INFORMATION (+6% ∆)
WASTRUSTWORTHY (+5% ∆)
IMPROVED MY OPINION OF THE BRAND (+5% ∆)
AD TOLD A COMPELLING STORY (+6% ∆)
Frequency of exposure for each = 3
Ad Effectiveness
(Exposed Only): Single format n=606; Multiple format n=1,505
∆= Statistical significance between exposed and control groups at >=90% confidence level
Note: Each format mix had 3 exposures
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Ad Opinions | % Strongly Or Somewhat Agree
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+3%
+6% ∆ A
+1%
+3%
+8% ∆
+6% ∆
Frequency of exposure for each = 3
Ad Effectiveness
One format: Exposed n=606, Control n=603; Two formats: Exposed n=303, Control n=311, Three formats: Exposed n=1,202, Control n=1,204,
∆= Statistical significance between exposed and control groups at >=90% confidence level.
A/B/C= Statistical significance between one format and multiple format deltas at >=80% confidence level.
Note: Each format mix had 3 exposures 15
+1%
+3%
+6% ∆ A
+3%
+8% ∆
+6% ∆
Deltas (Exposed – Control)
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I N C L U D E
F O R
H I G H E S T A T T E N T I O N A N D
A W A R E N E S S
I N C L U D E A V I S U A L L Y
D I F F E R E N T A D F O R M A T L I K E
F O R H I G H E R
B R A N D F A V O R A B I L I T Y A N D
O P I N I O N
1 2
First View Pre-Roll Promoted Video
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+
97% notice First View, which is the first ad in the feed
Eye-tracking data
Sample sizes: First View n=51, Pre-roll n=54, Promoted video n=54
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% of People That Saw The Ad Vs. Total Fixation Duration By Ad Type
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PRE-ROLL
Located : 10th spot in feed or lower
PROMOTED VIDEO – STANDARD
Located : 10th spot in feed or lower
Eye-tracking data
Sample sizes: First View n=51, Pre-roll n=54, Promoted video n=54
Fixation Duration By Ad Type
FIRST VIEW
Located : Top of feed
Attention is split between Tweet text and ad for formats lower in the feed
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Total Fixation Duration (secs) By Ad Type And Exposure Order
+
2.7
1.8
1.8 1.61.1
1.9
1.21.0
0
1
2
3
Eye-tracking data
Sample sizes: First View n=51, Pre-roll n=54, Promoted video n=5421
While subsequent ads always result in less fixation,
First View still captures the same fixation in the 2nd
exposure as other formats do in their 1st exposure
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+8%∆B
-1%
BRAND FAVORABILITY
+9%∆+2%
RESEARCH INTENT
Deltas (Exposed – Control)
Ad EffectivenessSample sizes: First View 1st: Exposed n=350, Control n=413, First View 2nd Exposed n=401, Control n=459
∆= Statistical significance between Exposed and control groups at >=90% confidence level.
A/B= Statistical significance between one format and multiple format deltas at >=90% confidence level.
AIDED RECALL
+67%∆ +64%∆
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+8%∆
+3%
+1%
+9%∆ +9%∆
+2%
+5%
+7%∆
BRAND FAVORABILITY
RESEARCH INTENT
WEBSITE INTENT
PURCHASE INTENT
+8%∆
+7%∆
+2%
+5%
Ad EffectivenessSample sizes: First View 1st Exposed n=350, Control n=413, Pre-Roll 1st Exposed n=385, Control n=436, Promoted Video 1st Exposed n=351, Control n= 407
∆= Statistical significance between Exposed and control groups at >=90% confidence level.
A/B/C= Statistical significance between one format and multiple format deltas at >=90% confidence level.
Deltas (Exposed – Control)
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% Difference In Cost Per Person
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Frequency of exposure for each = 3
FIRST VIEW FIRST
27% Savings
OTHER AD FORMAT FIRST
Ad EffectivenessSample sizes: First View 1st Exposed n=350, Pre-Roll 1st Exposed n=385, Promoted Video 1st Exposed n=351
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+13%∆
+15%∆A
+15%∆A +15%∆
0%
+2% +4%
+4%
BRAND FAVORABILITY
WOULD RECCOMEND
IS RELEVANT TO ME
WOULD PAY MORE FOR
More positive brand opinions when Pre-Roll is placed in between brand Tweets
Ad Effectiveness
Sample sizes: FV-PV-PR: Exposed n=134, Control n=160, FV-PR-PV: Exposed n=155, Control n=177
∆= Statistical significance between Exposed and Control groups at >=90% confidence level.
A/B= Statistical significance between one format and multiple format deltas at >=90% confidence level.26
Deltas (Exposed – Control)
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+13%
+4%-1%
+14% ∆ +14% ∆A
WEBSITEINTENT
PURCHASE INTENT
Ad Effectiveness
Sample sizes: FV-PV-PR: Exposed n=134, Control n=160, FV-PR-PV: Exposed n=155, Control n=177
∆= Statistical significance between Exposed and Control groups at >=90% confidence level.
A/B= Statistical significance between one format and multiple format deltas at >=90% confidence level.
Place Pre-Roll in between two visually similar ad formats to drive intent to purchase the brand
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Deltas (Exposed – Control)
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PRE-ROLL
INDEXED TO TOTAL % IN-MARKET
(100)% In-market For Advertised Product Among Those Who Completed Ad, Indexed
117 119
PROMOTED VIDEO PRE-ROLL
IN – MARKET FOR ADVERTISED PRODUCT
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All Brands (Any Mix, Exposed Only): Pre-Roll n= 843, Promoted Video n= 754
Promoted Video: Includes Traditional Promoted Video and Website Cards.
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PRE-ROLL
INDEXED TO TOTAL% PAST PURCHASERS OF BRAND
(100)
% of Past Brand Purchasers Among Those Who Completed Ad, Indexed
114
90
Ad Effectiveness
All Brands (Any Mix, Exposed Only): Pre-Roll n= 843, Promoted Video n= 754
Promoted Video: Includes Traditional Promoted Video and Website Cards
A/B = Statistical significance between ad formats at >=90% confidence level.
Ad Effectiveness
All Brands (Any Mix, Exposed Only): Pre-Roll n= 843, Promoted Video n= 754
Promoted Video: Includes Traditional Promoted Video and Website Cards.
PAST PURCHASER OF BRAND
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Those who choose to complete
Promoted Video are more likely to have purchased it before
PROMOTED VIDEO PRE-ROLL
Pre-Roll reaches a broader audience less
likely to have purchased before because they are
incentivized by the content
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Ad Effectiveness
Launch n = 671 Connect n = 427
A/B: = Statistical significance between one format and multiple format deltas at >=90% confidence level.
RELEVANT TO CULTURE
TRUSTWORTHYINTERESTING WAS RELEVANT TOLD A COMPELLING STORY
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51%B
44%
50%B
27%
46%B
32% 33%B
20%Campaign designed to build relevance by being part of the conversation
Campaign designed to build awareness and interest for something new
Ad Opinion Among Those With Negative Pre-Existing Brand Opinion | % Strongly Or Somewhat Agree
24%
32%B
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• When in doubt, diversify the ad mix. It almost always makes ad dollars work harder
• Start off with the ad format that casts the widest “attention net” – in this case, First View
• Provide consumers with variation, by breaking up visually similar ad formats with those that offer a different look/feel/experience to make the biggest impact
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• Understanding who is being reached/completing ads is crucial for planning effective storytelling
• Continue researching ad sequencing for effective storytelling
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