banners, popups, streaming and other online media strategies

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Banners, PopUps, Streaming and other Online Media Strategies

Presented by:

Susan BrattonCEO, Cendara, Inc.September 5, 2002Power of eMarketing


Plan of Action

• Definitions and research• Technology and marketing vendors• Demos and Stats• Q&A


Definitions – Ad Models

• Interstitials: an advertisement that appears in a separate browser window while you wait for a Web page to load

• Interactive Messaging Units (IMUs):larger ad units that enhance branding and deepen customer interaction with your products and services

• PopUp/PopUnder: separate browser window ad that launches over/under a Web page

• Streaming: larger file size delivered by a technology that streams small amounts of data over a period of time, to minimize download interruptions


Definitions – Ad Tracking

• Cookies and Tags: a message given to a Web server to identify users and possibly prepare customized Web pages for them – one by one pixels that allow you to track

• Profiling: determine distinctive characteristics of a Web user

• Targeting: creating marketing offerings for specific markets


Definitions – Media Strategies

• Sessions: multiple messages, usually episodic, delivered over multiple pages views on a single site.

• Road Blocks: placement of all ads on a single page by one advertiser to gain complete attention of viewer. Used often at sites on pages where banners and buttons have not been reformatted to larger ad units.

• Day Part: terminology taken from television, means buying “temporally” or by time of day.


Research


Jupiter Media Metrix Case StudyMore Sites Means More Reach


More sites means more reach

News Finance Music

CNN Yahoo Finance MTV

MSNBC MSN Money Yahoo Music

Yahoo News CBS Marketwatch MP3.com

NYTimes Quicken MSN Music

Jupiter Media Metrix - 2001


Number of Sites Advertised On

News Finance Music

One site only 1.88 1.42 1.39

Two of four sites 2.22 1.83 1.87

Three of four sites 2.46 2.08 2.16

Four of four sites 2.55 2.22 2.32

% Difference Between One and

Four Sites

36% 56% 67%

Average Audience Reached with a Four-Million Impression Ad Campaign

August 2001 – At home/work combined in the U.S.

Jupiter Media Metrix - 2001


ComScore Case Study

Media Plan Evaluation(for leading travel company)

Comscore Networks 2002


Allocating Ad Dollars

$3.7$4.9

$5.7$5.0

$7.0

$1.7

$1.6

$2.0$2.7

$2.4

$1.3

$1.2

$1.1$1.7

$1.3

$1.2

$0.9

$1.0

$1.1

$1.7

$0.6

$0.8

$0.7

$1.2

$0.7

$11.5

$12.5$13.3

$15.8

$17.0

$-

$2.0

$4.0

$6.0

$8.0

$10.0

$12.0

$14.0

$16.0

$18.0

Q1 2001 Q2 2001 Q3 2001 Q4 2001 Q1 2002

Consumer Electronics

Office

Apparel & Accessories

Computer Hardware

Travel

TOTAL ONLINE SALES

Online Sales Grew Over the Past Year, Driven by the Travel Category



41%

15%

8%6% 5%

LYCOS

EXCITE

ALTAVISTA

AT&TWORLDNET

WEATHER.COM

Q4 2002 Ad Spending Top Sites

Allocating Ad Dollars Q4 Spending Focused on High Traffic Sites



131 130 143

193 207

291307 312

337371

LYCOS

EXCITE

ALTAVISTA

AT&T WORLDNET

WEATHER.C

OM

map

sonus.

com

sonyp

ictu

res.

com

super

pages

.com

foodtv

.com

ezsw

eeps.

com

Allocating Ad DollarsMany Smaller Sites Have a Higher Travel BPI*

*Buying Power Index



Travel BPI

Impressions (000's)

Cost based on "actual" ($2

CPM)

Weighted Impressions*

Effective CPM**

LYCOS 131 10,000 $20,000 13,100 $1.53EXCITE 130 10,000 $20,000 13,000 $1.54ALTAVISTA 143 10,000 $20,000 14,300 $1.40AT&T WORLDNET 193 10,000 $20,000 19,300 $1.04WEATHER.COM 207 10,000 $20,000 20,700 $0.97Total Actual 50,000 $100,000 80,400 $1.24

mapsonus.com 291 10,000 $20,000 29,100 $0.69sonypictures.com 307 10,000 $20,000 30,700 $0.65superpages.com 312 10,000 $20,000 31,200 $0.64foodtv.com 337 10,000 $20,000 33,700 $0.59ezsweeps.com 371 10,000 $20,000 37,100 $0.54

Total Proposed 50,000 $100,000 161,800 $0.62

Ad DollarsOther Sites May be More Cost Effective Due to Their Higher Travel BPI

*=(Impressions)(BPI/100)

**=Actual/Weighted Impressions



A Little About Broadband


Broadband Research• Allocating The number of broadband subscribers in the United States

increased 14.2 percent in the third quarter of 2001 from the second quarter of 2001. In the second quarter, the number increased 14.9 percent from the first quarter, and it grew 25.8 percent in the first quarter from the fourth quarter of 2000

• In Stat predicts 46 million broadband subscribers worldwide by the end of 2002 (from 16 million at the beginning of the year).

• Jupiter Research predicts 35.1 million US broadband households by 2006

1. ARS Research 2002 2. In Stat, July 2002 3. Jupiter 2001


Levers and Dials


1. Click to web site 2. Click within3. Microsite4. Interstitial

Acquire Customers with Ad Models that Fit Campaign Objectives


Acquire Customers with Ad Functionality that Fit Objectives

• Emotional brand advertising• Commerce• Product demonstrations and

presentation• New or complex product

information• Game play

• Coupons and sampling • Test market• Special offer/ sweepstakes• Cross-sell/upsell• Mass customization• Subscriptions• Live data feeds


Target Up Front for Back End Impact

TARGETING DIMENSION LIFT• Contextual/Keyword 10x-15x

• Demographics 4x-6x• Age

GenderHH IncomePresence of Children

• Geographics 4x-6x• Technographics 4x-6x• Browser Type

ComputerConnection SpeedTime-of-Day

• Psychographics• Behavioral Preferences

Custom Profiles/ Intendor Models


Communications Effectiveness Metrics

• Awareness• Comprehension• Persuasion• Likeability


Online Advertising Delivers Results

• Consumers who remember online advertising are significantly (15%) more likely to express purchase interest in the brand

• Consumers who remember seeing online advertising have more positive associations with the brand – a 14% increase in positive dimensions associated with the brand

IPSOS-ASI - 2000


Rich Media Gets Results

• Rich media ads averaged a 4.32% response rate – a 340% increase over typical banners

• 61% remembered the rich media ads versus 30% who viewed standard banners

Wired Digital Online Advertising Study March 1999


Broadband Rich Media Gets Results

• Double interaction – “click through”• Increase recall by 34%• Increase comprehension and brand imagery by

30%• Increase likeability by 20%• >50% spent :30 - 5 min. within the ad

experience

IPSOS-ASI Rich Media I and II Studies for @Home Network 1999


• 7 out of 10 find broadband advertisements to be “as good as or better than” television commercials

• 9 out of 10 find broadband advertisements to be “as good as or better than” print ads


Consumers Like Rich Media


Why Consumers Like It

Product Understanding

Product Trust

Trusted Information



Vendors


Vendors – Rich Media

- Ad Interax – www.adinterax.com

- Bluestreak – www.bluestreak.com

- CheckM8 – www.checkm8.com

- Eyeblaster – www.eyeblaster.com

- Point Roll – www.pointroll.com

- Unicast (Enliven/Ad4Ever) – www.unicast.com

- United Virtualities – www.unitedvirtualities.com

- Viewpoint – www.viewpoint.com


Vendors - Streaming

- Eyewonder – www.eyewonder.com

- iFilm – www.ifilm.com

- HiWire – www.hiwire.com

- Lightningcast – www.lightningcast.com

- Microsoft Windows – www.windowsmedia.com

- Real Networks – www.real.com


Vendors – Media Strategies

- Atlas DMT – www.atlasdmt.com

- Centrport – www.centrport.com

- DoubleClick – www.doubleclick.net

- Media Port – www.mediaport.com

- WebRF – www.imsusa.com


Demos

Ad4Ever

Ad4Ever

IMU’s

Eyewonder


Eyewonder and Diet Coke

Objective: Multi platform campaign to strengthen new Diet Coke positioning as a fun and playful beverage for fun playful adults

Considerations: Ability to deliver video impressions online was very valuable in accomplishing complete synergy of messaging across all platforms – cost effectiveness of using same video important also

Action: Delivered 25M impressions in one week across 11 properties – 2 time frequency cap

Results: - The ads reached approx. 12.5 million unique users in 5 days- 8% of users watched entire :30 spot and replayed- 90% of users watched the entire :30 spot and did not turn

audio off or leave page - 4.5% of users hit "zoom" and expanded the video


CNet’s Messaging Plus (MPU) Stats

• Specifically, 48% of respondents remembered seeing the MPU after viewing it only once

• The words ‘eyecatching’(51%), ‘interesting’ (45%) and ‘intriguing’ (35%) were most often used to describe MPUs

• Unaided brand awareness increased over 74% versus the control group

• of the MPU, users were more likely to associate the advertised brand with the specific category being advertised

CNET/Millward Brown - 2002


Q&A

Thank you

Susan BrattonCEO, Cendara, Inc.

[email protected]

banners, popups, streaming and other online media strategies

Documents

ad spending

ad dollarsother sites

larger ad units

allocating ad dollars41

impression ad campaignaugust

separate browser window

web usertargeting

web pagestreaming