WHY the world stopped clicking… The rise of interaction metrics and the importance of pre-click activity Dean Donaldson 2 nd November 2006
[index] TIMELINE OF RICH MEDIA ADVERTSING Rise of the ‘Smart Ads’ Behavioural & Sequential ads Broadband Penetration % of ads using video In-game video ads Mobile & IPTV Eyeblaster launches the ‘Floating Ad’ Video now standard across all formats ‘Pre-Roll’ ads before online video content First 2MB Video Ad Cross Channel Advertising Floating ads achieve over 5% CTR
[index] OVERALL: FORMAT COMPOSITION Intrusive Advertising User Initiated
[index] CTR: OVERALL vs VIDEO ADS Dropped from 5% to less than 1% in 5 years
[index] REASONS FOR CHANGE Change of user habits – More habitualised in the way they consume and engage with content – More resilient to be enticed to leave their comfort zones by clicking away – The threat of spyware and viruses and the trend towards pop-up blockers Novelty value – Over use of intrusive advertising created saturation – Slow down on new formats as publishers standardise all inventory – Increased regulation of frequency capping and close buttons Personalised experience – Users now more likely to choose how to receive relevant content – More inclined to be entertained in their chosen environment The online audience has matured
[index] MEDIA FIRSTS standard industry question “What new format or latest trick can you recommend that will get me the best click-thru rates?”
[index] FROM PULL – “Traffic Drivers” WEBSITE YAHOO! MSN AOL ORANGE Trying to pull the users to your website – Average CTR is below 0.3% – Clicks are not pre-qualified
[index] TO PUSH – “Smart Ads” YAHOO! MSN AOL ORANGE WEBSITE Pushing content to the user, exactly where they are – Average dwell time is about one minute
[index] BRAND RESPONSE ADVERTISING Negates need for user to leave the publisher site Provides greater real-estate and file size for interactivity Publishers benefit from co-branding opportunities Provides a fully measurable, immersive brand experience More interactions means better ROI analysis Can be fully integrated with client’s site back-end Delivers content direct to the user where they are Offers choice to the 90%+ users who don’t click-thru Results prove interaction overrides typical ad timeout … Enhanced Experience For Users For Clients For Publishers … Meaningful Metrics … Permanent Presence
[index] Engagement – Post Impression Activity (Sub-Conscious Acknowledgement) Impression – No Awareness (No Conscious Acknowledgment) Click-Thru – Post-Click Activity (Conscious Acknowledgement) Interaction – Pre-Click Activity / Post-Interaction (Active Involvement) RESPONSE: SHADES OF GREY Call to Action – Required Response (Conscious Decision) – Information Request / Data Capture / Physical Purchase
[index] PRE-CLICK INTERACTIVITY TRACKING BEST PRACTICE: Track all elements in an ad Get a full view of your campaign success Test Drive Brochure Request More Information Main Click Rotate
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[index] JUSTIFY YOUR CAMPAIGN SUCCESS
[index] MUD SLINGING A.Don’t own a Honda but have seen the TV ads C.Recently downloaded a Honda brochure B.Already own a Honda and actively looking to replace D.Has just had a test drive…
[index] PLAN YOUR NEXT MOVE
[index] KEY FACT: Data Capture regularly achieves higher uptake on Mail Portals 11% of initial respondents went on to give further details in subsequent screens 1% started process – same as clicked thru Higher rates could have been achieved if the data request fields were higher
[index] CHALLENGING PERCEPTIONS Deliver content to the user without the need to leave the publisher’s site Work with publisher’s in-page units to draw user’s eye from content to ad Adopt more interactive functionality e.g. behavioural to complement video Push the brand experience and expect shortened conversion cycles Don’t trust click-thru as a way of justifying campaign success Find metrics to measure campaign success from Branding to Response Be prepared to justify a 0% CTR! The changing face of online advertising
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