They Said What!? Creative Advertising Insights from comscore Ad Metrix. John Triggs, Senior Product Manager, Advertising Solutions

Transcription

1 They Said What!? Creative Advertising Insights from comscore Ad Metrix John Triggs, Senior Product Manager, Advertising Solutions Tuesday, July 21, 2009

2 Recent Research Study Conducted by OPA and comscore Analyzed: Assessed 80 big branding campaigns across 200 of highest trafficked sites Measured: Searches conducted related to advertisers brands Marketers recognize that consumers are spending nearly 40% of their media time online, making it an ideal place to deliver their brand messages." - Pam Horan, President of Online Publishers Association Site visitation traffic driven to advertisers site Consumer spending e-commerce transactions related to advertisers brands For more information: 2

3 The Silent Click Study Results: Consumers exposed to display ads more engaged, spend more Study Results: 1 of 5 conduct related searches and 1 of 3 visit the brands sites Spent > 50% more time than average visitor on sites & consumed more pages Spent 10% more money online overall, and significantly more on product categories related to the advertised brands Higher income audiences visited the advertisers sites What This Means: Remember why you re advertising You are not advertising for clicks What you re advertising for is to sell me stuff or change perception, and that s what we need to be measuring against. Carrie Frolich, Managing Director Digital, Mediaedge: cia 3

4 Ingredients to Building Brands Online Through Display Advertising Research, Research, Research Know where to sell your ads Understand core audience of various sites Creative Design Create ads that fit into the web pages on which they re placed Monitor and optimize your designs by site Effective Copy Catch the viewer's attention with a creative ideas and well-written words Offer strong call-to-action Solid Landing Page Have a great website to complement your great product Make sure you convert customers who land on your site after clicking the ad Access to great research & competitive insights can help you accomplish your goals. 4

5 Today s Agenda The Silent Click Building Brands Online Study Ingredients to Building Brands Online Through Display Advertising Display Advertising Case Studies (May 2009) Summer Blockbuster Movies Allergy Medications Retail Home & Garden Creative Advertising Insights from comscore Ad Metrix Ad Metrix Features & Highlights Questions? 5

6 Case Study #1 Summer Blockbuster Movies Movie advertisers advertise online to raise brand awareness and build loyal communities. 6

7 Summer Movies May Display Advertising Results Top 5 Movies Next 5 Movies 7 Source: comscore Ad Metrix, May 2009

8 Summer Movies Does Online Advertising Yield Box Office Success? Top 5 Movies YTD $ Angels & Demons Drag Me To Hell Star Trek Night At The Museum 2 The Hangover Total $132 M $42 M $253 M $172 M $236 M $835 M Conclusion: Movie studios are clearly using display advertising to build their brands within the online community. Next 5 Movies YTD $ Terminator Salvation Land of the Lost $124 M $49 M Imagine That $15M Ghosts of Girlfriends Past Dance Flick Total How much of a factor was online display advertising in this $566 M box office difference? $55 M $26 M $269 M 8 Source: BoxOfficeMojo.com, July 21, 2009

9 Summer Movies Star Trek Advertising Summary May Advertising Summary: 208 different advertising creative (i.e. different sizes, formats, calls to action, etc.) Almost entirely Flash-based (showing clips from movie & quotes from critics) Super Bowl Release Month Ran across 78 top publishers (MySpace, Yahoo! Movies, MovieTickets.com, Fandango, Cartoon Network, ESPN, YouTube) 9

10 Summer Movies May Advertising Summary Over 50 films and DVDs advertised display ads online in May Advertised over 300 major publishers (across over 1,300 segments or channels) Top 5 publishers where movies advertised on: Top 5 Publishers % Impressions YouTube.com 22.5% MySpace 15.5% Fox Sports 6.7% Fandango 2.0% Yahoo! Movies 1.7% Total # Movie Ad Impressions 608 M 10 Source: comscore Ad Metrix, May 2009

11 Case Study #2 Allergy Medications Perfect time to promote brands and sell products. April showers bring May flowers and seasonal allergies. 11

12 Total Display Ad Impressions (in 000s) Allergy Medications - Advertising Trends Display advertising trend among five allergy drug products in last 6 months: 70,000 60,000 Monthly Display Advertising Volume (US) Zyrtec Claritin Allergy manufacturers increased advertising in Spring (allergy season) 50,000 40,000 30,000 Benadryl Nasonex Xyzal Over 25% of US Internet users exposed to online allergy drug display ads in May 20,000 10,000 0 Dec Jan Feb Mar Apr May 12

13 Allergy Medications Where Are They Advertising Online? Top 5 websites (May 2009) where allergy drug companies place most of their display ads to reach mass audiences: Zyrtec Claritin Benadryl Nasonex Xyzal Univision.com Yahoo! Sites Yahoo! Sites Facebook WeatherBug AOL LLC WeatherBug AOL LLC AOL LLC Microsoft Sites Yahoo! Sites Viacom Digital The Weather Channel Yahoo! Sites Everyday Health AccuWeather Sites Disney Online WebMD Health Fox Interactive Media Wunderground.com The Weather Channel The Weather Channel Fox Interactive Media Microsoft Sites CNN Common websites: 13 Source: comscore Ad Metrix, May 2009

14 Allergy Medications Catching the Viewer s Attention Actual advertising creatives & key messages of five allergy drug products: (54 days: Apr 6 May 30) Non-drowsy Liquid Power Works faster than Claritin (102 days: Feb 17 May 30) Get Pollen Alert Widget (90 days: Mar 01 May 30) Prescription Medication (128 days: Jan 22 May 30) Prescription Medication (52 days: Apr 08 May 30) 14

15 Allergy Medications Calls-to-Action Call to Action Ads Claritin 10 Free Days Zyrtec Free Allergy Forecast Benadryl Learn More Nasonex - $10 savings 15

16 Case Study #3 Retail Home & Garden Category Retailers more heavily promote outside-the-home products in summer months Retailers advertise products for popular summer activities grilling, painting, lawn mowing, gardening, entertaining 16 Source: comscore Ad Metrix, May 2009

17 Retail Home & Garden - Top Lowe s Display Ad, Memorial Day Creative Details: 728x90 leaderboard, generic flash, May 20-26, Source: comscore Ad Metrix, May 2009

18 Retail Home & Garden Convert Customers with Solid Landing Page Click above display ad to land on destination page below 18

19 Creative Advertising Insights from comscore Ad Metrix The Internet is an ideal place to build brands The Silent Click display ad impact on user engagement & online spend Motion pictures correlation between box office success and online presence Many different industries utilize the online channel & display advertising for brand building Media & Entertainment Movies Health Drugs & Medications Allergy Medications Retail Home & Garden Know what your competitors are doing Drug manufacturers use variety call to action strategies to sell products Identify the right times to expand or reduce display advertising Allergy drug manufacturers allergy season Movie advertisers Super Bowl, movie release month Home & garden retailers spring & summer 19

20 Creative Advertising Insights from comscore Ad Metrix Find the right places to promote your products Allergy medications weather sites Movies YouTube, MySpace, Fandango Get creative Benadryl Pollen Alert Widget; Zyrtec free allergy forecast Star Trek Super Bowl, movie clips Don t forget the calls to action Claritin - 10 free days; Nasonex - $10 savings Lowe's - Buy one get one free, mail-in rebate Star Trek - Click to get tickets & showtimes Convert the customers you attract with your display ads Lowe s Outdoor Living landing page Enhance Your Outdoor Space (weekend projects) Get Inspired! (weekend play) 20

21 Ad Metrix A Comprehensive View of Online Advertising Landscape For Agencies and Advertisers Understand where your competitors are advertising Gain insight into actual display ads and creative messages used in competitors campaigns down to the product level Evaluate display advertising strategies using sophisticated metrics Optimize advertising placement strategies by understanding ad clutter demographics and GRP metrics on specific publisher sites For Publishers Identify which companies advertise with your competitors but not with you Understand how well you perform relative to your competition Learn how your website performs relative to your competition on key advertising metrics, such as ad clutter, exposed UVs, demos and more 21

22 Ad Metrix Highlights Precise. Uses patented proprietary tracking technology to identify the specific person within the household who sees each advertisement. Comprehensive. Tracks all ads delivered to a panelist s browser static, dynamic, rich media, ads in widgets and ads behind secure pages. Granular. Offers visibility into category, company and brand level advertisements and provides details on creative messages used in specific campaigns. Insightful. Includes the full range of advertising metrics, such as expenditures, category share, ad clutter, exposed unique visitors, frequency, reach, GRPs and publisher-level demographics. 22

23 Questions? Thank you! Feel free to John Triggs at: For more information on Ad Metrix, please visit: 23