Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the Noise
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Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both. With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
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Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the Noise
- 1. Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the Noise Matthew FlanaganVP, Business Development and Publisher Partnerships mflanagan@pointroll.com @PointRoll #GetInteractive Peter MinniumConsulting DirectorInteractive Advertising Bureau
- 2. What we’ll cover… Get Noticed with IAB Rising Stars Break Through the Noise with Even More Engaging Ads Deliver More Effective Ads in 5 Easy Steps
- 4. The Humble Beginning AT&T banner on Hotwire, October, 1994
- 5. The Humble Ending? IAB Standard Ad Formats, 16 years later
- 6. A Nocturnal Divide A Direct Marketer’s Dream A Brand Marketer’s Nightmare
- 7. Interactive Advertising Needed a Creative Revolution “Creative quality is driving 70% of the business impact we’re seeing in our return on advertising.” (P&G) Creative agencies and publishers must collaborate to create outstanding marketing and communications products Creative teams now must include technologists along with writers and designers, to engage the intellect and emotions of audiences and individuals across all channels, toward the goal of creating enduring brands “Causing the heart to beat quick is at least as important as making the mouse click.” (IAB)
- 9. 7 Standard Ad Units, From 18
- 10. Wisdom of the Crowd
- 12. Criteria Branding – How well does the ad format provide a canvas for brand creativity? User Experience – How well does the ad format positively impact user experience? Functionality – How does the ad format take advantage of online user behaviors and technologies? Page Integration – How does the ad format enhance the relationship between the ad and publisher page layout? Adoption – How easily could the ad format be widely adopted by publishers?
- 13. IAB Rising Star Units IAB Pushdown IAB Filmstrip* IAB Portrait IAB Sidekick* IAB Billboard IAB Slider* *development based on site parameters
- 14. IAB Billboard IAB Description: Large billboard running the full width of the page with full close-ability Dimensions: 970x250
- 15. IAB Pushdown IAB Description: A user initiated pushdown unit with broad functionality via visual toolbar. Dimensions: Banner – 970 x 90, Panel – 970 x 415
- 16. IAB Portrait IAB Description: 300x1050 canvas format with state-of-the-art plug and play functionality, also available in 300X600 and 400x1200. Dimensions: 300x1050
- 17. IAB Sidekick IAB Description: Expandable format that launches from IAB standard ad, pushing page content leftward, revealing large, functional canvas Dimensions: Banner 300x250, Panel 850x700. Other banner options include 300 x 600 and 970 x 250)
- 18. IAB Slider IAB Description: Overlay unit on the bottom of a page mirrors touch screen habit, prompting users to slide the entire page over, unveiling a full branded experience Dimensions: Slider bar 950x90/50, Slider Content 950x550
- 19. IAB Filmstrip IAB Description: A 300x3000 canvas, viewable through a 300x600 window and fully controlled by viewer Dimensions: 300x3000 Filmstrip with five different segments, served as IAB UAP 300x600.
- 20. Adoption is Key
- 21. Adoption is Key
- 22. The First Interactive Expandable – 2000!
- 24. Break Through the Noise with Even More Engaging Ads
- 27. Dynamic Homepage Takeover Format
- 29. The Skyscraper 160 x 600 The Leadboard 728 x 90 The Rectangle 300 x 250 Standard Formats, Engaging Functionality I’m DSP/RTB Exchange Friendly!
- 35. Mobile Engagement Rich Media Mobile Standard Mobile Banners Dynamic & Local Tablet Video Desktop-to-Mobile
- 36. OOP
- 37. InStream / Pre-Roll Engagement Out of Video Player Pre-roll Interactive Overlay AdChooser Dynamic
- 38. More Effective Ads in 5 Easy Steps
- 39. Step 1: Make Data Your Bitch
- 40. Find: Audience Identification Serve: Audience Engagement Understand: Audience Insight Analyze: Measure Success
- 41. Step 2: Get Creative
- 42. Step 3: Find Your Consumer… Everywhere Online Circular Rich Media/Display Digital Out of Home iPad Facebook Mobile Site Mobile App
- 43. Step 4: Measure and Optimize
- 45. 102% lift in brand awareness, 135% lift in online ad awareness
- 46. 127% lift in message association, 55% lift in brand favorability
- 49. 2.5x’s site event effectiveness for rich media vs. standard ads
- 51. Digital display drove 9% increase in dollar sales to the advertiser, leading to an incremental $11 million in sales; a 10x return on a media investment of $1.1 million.PURCHASE Source: 2009 and 2010 Third Party Dynamic Logic, Compete and Nielsen research study data based on PointRoll campaigns.
- 52. Step 5: Repeat! Make data your bitch Leverage your own data or third party data to better find, find more of, and reach your audience Get creative Leverage available brand and direct response ad formats and features Reach consumers across devices and distribution points Display, video, mobile, social, tablet, digital out of home Stay abreast of innovative creative and technology – use your PointRoll rep to keep you informed Measure and optimize Optimize your creative and media based on insights gained; whether in real time or in your next campaign Test new strategies, ideas, creative executions and platforms; deploy broadly what works and continuously refine! And finally… HAVE FUN!!
- 53. THANK YOU!
- 54. Learn More! IAB Rising Stars Specs/Demos/Test Tags: bit.ly/iab-rising-stars Case Studies: bit.ly/PointRoll-Case-Studies PointRoll Blog: blog.pointroll.com Facebook: www.facebook.com/PointRoll Twitter: @PointRoll
Editor's Notes
- CLICK TO PLAY VIDEO DEMO Just as peter showed the first ad ever, here’s the first interactive rich media video ad we delivered in 2000 [pause to play demo video] we’ve come a long way – better calls to action, less buffering time, and much more cost-effective and bandwidth efficient. But, this did create a mini site experience and deliver a great deal of engagement right within the ad – as well as for the first time ever – more extensive measurement, which is a hallmark of today’s digital ads.
- SLIDE BUILDS AUTOMATICALLYWe’ve come a long way! Now, with one client, we’re delivering multiple display and video formats, mobile, tablet, interactive features, maps, multiple and interactive video, music, downloads, takeovers and much more. A lot has changed since the first display ad… and the first rich media ad. New devices, platforms, formats and functionalities to navigate, but also new creative frontiers to explore. But one thing hasn’t changed; the importance of creative in driving performance. you’ve all no doubt heard a lot about targeting and data in the last 12 months, which is important to reaching your audience, but you have to engage them once you reach them. it’s that marriage of audience data and creative that drives performance and ROI.
- Not only can you now develop some of the most cutting edge creative possible, but the most effective from a targeting and optimization standpoint. we’ll walk through several examples that are both engaging and top performers; some feature dynamic capabilities, interactive video, unique polling and other functionality. as webinar technology can sometimes be challenging to demo ads, we’ll provide links to the demos we show in the follow up and show a view videos of key adsLet’s dive in
- CLICK TO BUILD SLIDEThe Dig@torial is a true microsite alternative using a large canvas to pair a site’s content with an advertiser’s value proposition. Allowusers to access that same editorial and video content they’d find scattered across a publisher’s sitedirectly in your ad unit to increase the time they spend interacting with your ad, and deepen the relationship your brand has with each publisher. Because it’s such a large canvas, the possibilities for interactive features is extensive including dynamic content, data collection, couponing, polling and much more.Dig@torials outperform in all key metricsPanel click-through rates as much as 8 times higher than non-Dig@torial units.Brand time spent between 12 seconds and 60 secondsPanel CTR up to 4%
- CLICK TO PLAY VIDEO DEMOLargest, non-takeover canvas delivered to a highly engaged, focused audience – those checking their emailWhen a Y! Mail user rollsover the 300x250 rich media ad unit, the panel expands over the welcome page or reading pane. Within that panel, users canhave a rich experience as targeted, rich and interactive as a microsite or full e-circular like WalMart and Macy’s did in these top-performing campaigns. Macy’s leveraged this solution for their Memorial Day Sale to drive in-store traffic, using geo and behavioral targeting to deliver a dynamic, relevant experience for each user.
- CLICK TO PLAY DEMO VIDEOHomepage takeovers are not new – an impactful way to get the consumer’s attention when they first arrive on a page. What you can do now is more engaging and more dynamic than ever.Examples like this one promoting No Ordinary Family demonstrates that they’re not just dynamic ads, they’re dynamic experiences.This ran across multiple publishers and each time a user landed on the page they saw fresh content, captured and refreshed every 10 minutes across the media buy.[click to initiate as this is a video demo]
- CLICK TO PLAY VIDEOHigh impact, large canvas, unique experienceIncorporates a rich ad experience into the Meebo Bar which runs across a publisher site to keep your brand top of mind throughout the user’s time on that site. Format unique to Meebo and exclusively powered by PointRoll[click to initiate as this is a vide demo][TRANSITION COPY] But every buy doesn’t include these high impact placements
- CLICK TO BUILD – (ads will be revealed over wireframes.)As we mentioned before, you wanted to come here and get inspired so we’re going to take a few minutes to show you some of truly engaging, robuts ads that some top brands have served in standard IAB units.Here are the standard IAB units you’ve come to know and love… right? Look familiar?You’ve got skyscraper, leaderboard and the rectangle. Here’s what they look like in action. [CLICK]But even the rectangle has gotten some new life in the DSP space when advertisers pack a ton of rich functionality into a non-expanding rich media unit like this one[CLICK TO PLAY DSP/RTB DEMO VIDEO]Let’s walk through these.
- NO BUILDSThis ad immersed the user in the brand experience, allowing the consumer to try on glasses in the ad unit itself. Using the user’s webcam, potential customers can try on glasses before going to the store. But the experience was also replicated in a way that non-web cam users would still have a similar, interactive experience using a model instead. Webcams are one way to draw users into the ad – other options for using this technology include photo booth experiences, photo upload, augmented reality or gaming, like a virtual staring contest we ran with Nike.
- CLICK TO PLAY VIDEO DEMOThis one was just a ton of fun and great on-brand messaging for Skittles. [Click to play video]Users got to play rock paper scissors with these two characters… literally. Choosing the player then picking their move, the custom, dynamic video showed the characters reacting in real time. Games give the user a reason to stick around – fun! It’s a completely unique opportunity for digital marketing that brands should take advantage of.
- NO BUILDSGames are fun, but they are also a great way to demonstrate the brand’s value proposition. For instance in this sharpie ad, users take a quiz with some pretty entertaining questions. Throughout the ad, the gel sharpie highlighter stays strong but the traditional highlighter loses it’s punch. Again, it’s about engagement. Keeping user’s engaged with the ad means more time spent with your brand and a higher likelihood they’ll think of you next time they’re at the point of purchase.
- NO BUILDSPeter talked about both the direct response and branding side of digital advertising. Here are some unique ways to deliver actionable engagement within a killer creative rich media ad unit.Rice Krispies – browse recipes in a photo gallery or by searching a keyword, and then print right from the unit to take to the kitchen, or to the store. Lexus’ campaign for their new hybrid had multiple interactive features, but in a first of it’s kind execution, when users searched for their local lexus dealer, a dynamic qr code was generated within the ad unit that they can scan to save the dealer’s information directly into their phone’s contacts so they could easily schedule a test drive.Lance – Coupons are a great way to drive in-store sales and also measure the effectiveness of the campaign. Users could either receive the coupon by email or print directly from the ad. These three action-oriented ads demonstrate the direct-response opportunities uniquely available through rich media ads. and show expanded panels
- CLICK ONCE TO BUILDThis shows an example of what a campaign optimized for delivery rules only would look like. . . (first click)In the rules only scenario – client knows what works, or offers are specifically targeted creativePointRoll dynamic ad technology automatically delivers based on rules or learnings over timeThis example’s creative changes based on the user’s demo and location. Additional performance-based machine learning could be layered into this ad (second click) and used to pull in the best performing products. . .camera, gps, etc. based on geo and demo.
- EACH IS A VIDEO – CLICK TO PLAY VIDEO DEMOMultiple mobile solutions available to you now that will help accomplish your campaign objectives along the purchase funnel – even at the point of purchase.The opportunities for high quality video, interactive gaming with the accelerometer, tap through to call, download from iTunes, tie in to google maps and more means that brands have a whole new way of connecting with their audience in a memorable and highly measurable way. Here are two examples. This Bank of America ad used a weather feed to serve dynamic creative. [click to initiate as this is a vide demo]The Hyatt ad used the accelerometer show a panoramic view of any number of cities you could swipe through. The photos were stunning on the iPad’s screen and the brand time with this ad was off the charts.
- NO BUILDS FOR THIS ENTIRE SECTIONMake Data your bitchas I mentioned initially, it is critically important to marry audience targeting and creative to not only reach users but actively engage them once found
- You’ve GOT to be creative to break through the noise and stand out in the digital ecosystem. Creative can mean really attractive ads, highly interactive ads, or dynamic and optimized ads… but they key is to make sure that the creative supports your brand and uniquely connects with consumers throughout the purchase funnel.
- 3. It’s not just about the PC anymore; your consumers are not only spending time with mobile devices in addition to their PCs, but some at the expense of their PCs in addition to watching video at the pump and interacting with in-store kiosks. You have to find your users across devices and deliver a consistent and creative message that also utilizes the inherent capabilities of the device. For example, utilizing the iPad’s accelerometer to create a game within an ad or enable users to flip pages through a circular app.
- CLICK TO BUILDPerformance is key and new research from Nielsen, comScore and DL show that richer formats perform at all points in the purchase funnel; more engaging creative, relevant, customized ads, offers and functionality driven by audience information and data drive results. If going into detail on the research:We can conclusively show through Compete and Nielsen data that rich media drives response in consideration: 64% lift in view through 2.5x’s site event effectiveness versus flash and 43% lift in response to KPI’s Incremental 17% sales lift (offline) for exposed household compared with a 5% lift for Flash
- Many thanks to Peter for joining us and all of you! To learn more…. [next slide]
- Check out the rising stars overview on the PointRoll resource center, you can find cases studies on creative and many of the ads seen here in the PointRoll resource center and on our blog. Follow us on Facebook and twitter as we release insights, info on new technology and cutting edge creative from our brand and agency partners each week.