The impact of audio in advertising Sound investments, IAB ....pdf · Sound investments, IAB event...
Transcript of The impact of audio in advertising Sound investments, IAB ....pdf · Sound investments, IAB event...
Sounding out advertisingSounding out advertisingSounding out advertisingSounding out advertising
The impact of audio in advertising
Sound investments, IAB event
Laura ChaibiLaura ChaibiLaura ChaibiLaura Chaibi
Director of Research, EMEA
May 2012May 2012May 2012May 2012
Role of audio onlineRole of audio onlineRole of audio onlineRole of audio online
sounding outsounding outsounding outabout ad testing and
formats
about ad testing and
formats
about ad testing and
formats
Audio impact Audio impact Audio impact striking a consumer/advertiser
balance
striking a consumer/advertiser
balance
striking a consumer/advertiser
balance
60%40%
‘I will stop what I’m doing and
turn onthe sound on a video clip’
‘I will stop what I’m doing and
turn onthe sound on a video clip’
Audio: the true lean forward indicator
25% disagree
36% undecided
39% agree
Source: Yahoo! Shortcast research, Q16.9 Please indicate how much you agree or disagree with the following statements. –
I will stop what I am doing to make sure I turn on the sound to listen to the audio on a video clip
Why we care about audio.... $15m impact
Source: Craig Inglis, Marketing director, John Lewis – media 360 conference May 2012
The ProcessThe ProcessThe ProcessThe Process
Online survey Online survey Online survey Online survey
demos of control demos of control demos of control demos of control creativescreativescreativescreatives
Feedback and evaluationFeedback and evaluationFeedback and evaluationFeedback and evaluation
Scores Scores Scores Scores normalisednormalisednormalisednormalised to country normsto country normsto country normsto country norms
Focus on two measures: “intrusion” and “impact”Focus on two measures: “intrusion” and “impact”Focus on two measures: “intrusion” and “impact”Focus on two measures: “intrusion” and “impact”
Focus on format not creativeFocus on format not creativeFocus on format not creativeFocus on format not creative
Demonstration + interactionDemonstration + interactionDemonstration + interactionDemonstration + interaction
Metric mapping to work out Metric mapping to work out Metric mapping to work out Metric mapping to work out
relative “acceptability”relative “acceptability”relative “acceptability”relative “acceptability”
Further testing on debatable formatsFurther testing on debatable formatsFurther testing on debatable formatsFurther testing on debatable formats
Testing beginsTesting beginsTesting beginsTesting begins Evaluation constructedEvaluation constructedEvaluation constructedEvaluation constructed
low impact
high intrusion
high impact
high intrusion
high impact
low intrusion
low impact
low intrusion
impactimpactimpactimpactimpactimpactimpactimpact
intrusionintrusionintrusionintrusionintrusionintrusionintrusionintrusion
‘tag along formats’ & interstitialsPremium in-page real estate
(high SOV)
Video footers and MPU derivatives In page / in stream expandables
high impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impact
high intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusion
FP Simple Takeover
FP MPU + Pushdown
FP MPU + Floating
FP Video MPU
FP Sliding Room
FP Simple Takeover + Floating + Skin
Expandable MPU
Masthead Pushdown + MPU
FP MPU + animated wallpaper
Floating Tandem
O&O Takeover + OPA Pushdown
FP MPU + floating + animated wallpaper
Standard Tandem
OPA Pushdown
Standard MPU
FP MPU + Colour Change
FP MPU + Skin
MPU Break
Video Break
Super Video Wall
Login Ad
Video Login Ad
Super Skin
FP Simple Takeover + anim. wallpaper
Auto Video Wall
FP Video Background
FP shuffle box
Pullover
Movies Takeover
Takeover Break
Floating Video Overlay
FP MPU + Masthead + Skin
FP MPU + Masthead
Pernament Video Footer
FP Super Video
The Arch + Clickable Wallpaper
Auto FP Screening Room
FP MPU + Masthead Video Pushdown
Permanent Video Footer (Network)
Sticky Sky
Reverse Expandable MPU
Billboard
FilmstripFP MPU + Moveable Video
Brand Wrap
Anchor
Video Wall (roll over)
Auto FP Sliding Room
Full page overlay experience
Banderole
Brochure 3D
Frontpage Billboard
Devil
FP Halfpage Ad
FP MPU + Paralax Skin
Standard Arch
Arch + Floating
Arch + Video Wall
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
-3.0 -2.0 -1.0 0.0 1.0 2.0 3.0
Ad with audio
high impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impacthigh impact
high intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusionhigh intrusion
LOGIN AD
VIDEO LOGINVIDEO LOGINVIDEO LOGINVIDEO LOGIN
Sound off:
• Equal brand awareness
• 30% recall seeing brand advertised
• 2x more likely agree ‘don’t know’ on ad recall
• 25% vs. 12%
Sound off:
• Equal brand awareness
• 30% recall seeing brand advertised
• 2x more likely agree ‘don’t know’ on ad recall
• 25% vs. 12%
Impact on branding – A/B test - automotive case study
Source: Yahoo! A/B audio testing Feb 2012
Sound on:
• +22% recall ad awareness
• 63% vs. 51%
• Over HALF liked ad if they can turn it on/off
• 3 in 10 liked the audio
Sound on:
• +22% recall ad awareness
• 63% vs. 51%
• Over HALF liked ad if they can turn it on/off
• 3 in 10 liked the audio
Source: Men Behaving Digitally April 2012: vH2. Can you select which features of an online advert shown below are most likely to catch your attention?Sample 2300 UK respondents
3rd music
/ sound
Mums: sound most important after deals / humour
2nd humour1st deals
Striking a consumer / advertiser balanceStriking a consumer / advertiser balanceStriking a consumer / advertiser balanceStriking a consumer / advertiser balance
For advertisersFor advertisersFor advertisersFor advertisers
higher ad recall +20%
Intrusion +45% with auto sound
Ensure video + audio strong enough as stand alone
Visuals encourages lean forward behaviour
Audio impacts sales (John Lewis)
For consumersFor consumersFor consumersFor consumers
60% have sound on usually
<75% turn sound on when relevant
17% send to self later to hear items
3rd important feature for mums
72% expect sound on with prerolls
Give consumer control
NOT defining ad intrusion*
* Click to play