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Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Sisteme de regăsire a informaţiei:
Display Advertising
Retrieval
Students:
Dobromir Dragos; Zafiu Andrei; Pasatoiu George
Atanasoaei Mihai; Ana Oprita; Lucian Ghinea
05.01.2012 1 SI – Display Advertising Retrieval
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Table of Contents 1. Introduction
2. Advantages of online advertising
3. Online ad pricing dynamics
4. Banner ads
1. Static banners
2. Animated banners
3. Interactive banners
5. Views on banner advertising
6. Click-through effectiveness
7. Banner Advertising Findings
8. Let’s take a breather
9. Contextual Advertising
10. Workflow
11. Sponsored Search
12. The World's Best Banner Ads (And Why They Worked) 05.01.2012 SI – Display Advertising Retrieval 2
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Display Advertising plays a critically important role in the Internet
world.
advertising is the main way of profiting from the Internet, the history
of Internet advertising developed alongside the growth of the
medium itself
1. Introduction (2)
05.01.2012 SI – Display Advertising Retrieval 3
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Definition:
Display Advertising = a type of advertising that contains text, logos,
photographs or other images, and appears next to
content on web pages, IM applications, email, etc.
Types of online ads:
Banner ads (Doubleclick)
• Standardized ad shapes with images
• Normally not related to content
Content match / Contextual advertising(Google AdSense)
• Related to content on page
Sponsored search(Google Adwords)
• Related to search terms
1. Introduction (3)
05.01.2012 SI – Display Advertising Retrieval 4
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
1. Introduction (4)
05.01.2012 SI – Display Advertising Retrieval 5
Growth of Search:
Marketers are voting
with their dollars
• Search now the most
dominant form of online
advertising
• Banner ads come second
and are still strong
% Online Advertising Revenue (2007)
40%
20%
17%
9%
8%
6%
0%
20%
40%
60%
80%
100%
Type of Online Media
Search
Banners
Classifieds
Sponsorships
Rich Media
Other
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Targeting
– By search keywords, context,
– Personalized ads.
Additional information – Time, history, personal data
Advanced billing/effectiveness options – By eyeballs, clicks, actual purchases
– “pay only when you sell”
Advanced bidding options
Variety of multimedia tools
Enables cheap campaigns, low entry levels
2. Advantages of online advertising
05.01.2012 SI – Display Advertising Retrieval 6
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
CPI/CPM – Cost Per (M) Impressions
impression = single appearance of an advertisement on a web
page
CPC – Cost per Click
advertisers pay the publisher when the ad is clicked
3. Online Ad Pricing Dynamics
05.01.2012 SI – Display Advertising Retrieval 7
The Destination Website
A sample AdWords ad
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
CTR – Clickthrough Rate
CPA – Cost per Acquisition (action)
advertiser pays for each specified action (a purchase, a form
submission)
CPL – Cost per Lead
lead usually meaning a free registration
3. Online Ad Pricing Dynamics (2)
05.01.2012 SI – Display Advertising Retrieval 8
Clicks
Impressions = CTR (expressed as %)
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The Objectives of Banner Ads:
Bring visitors they would not have had otherwise to
the advertiser’s website
Get visitors to take action on the website
Increase brand awareness
4. Banner Ads
05.01.2012 SI – Display Advertising Retrieval 9
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Major form of online advertising
3 Primary types of banners
Static
Animated
Interactive
4. Banner Ads (2)
05.01.2012 SI – Display Advertising Retrieval 10
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Easy to produce
Universally accepted
Stale and boring
Click-through rate is not terribly high
4.1 Static Banners
05.01.2012 SI – Display Advertising Retrieval 11
A web banner ad from AT&T placed on HotWired in 1994
Clickthrough rate: 100%
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Rudimentary flip-book style movement (2 to 20 frames --
GIF technology)
Higher click-through than static
Deliver more information
Eye-catching
Universal acceptance
Easy and inexpensive to produce
4.2 Animated Banners
05.01.2012 SI – Display Advertising Retrieval 12
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
2 types
HTML
Proprietary code
Make a choice or insert data
HTML - universally accepted
Proprietary code - often
requires plug-ins to be
downloaded; not always
accepted
Highest click-through rates
4.3 Interactive Banners
05.01.2012 SI – Display Advertising Retrieval 13
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Empirical View:
A banner ad is likened to a coupon in print
media (the success of the banner ad should
be measured through the return rate or CTR)
5. Views on banner advertising
05.01.2012 SI – Display Advertising Retrieval 14
Academic View: Banner adverts should be considered as a
form of marketing communication used to raise
brand awareness.
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
An internet survey by COBUS (2001) showed:
Nearly 50% of the respondents reported that they looked at advertising
banners if they were well-designed
Less than 25% felt that banner ads were disruptive
Only 30% said they ignored banners altogether
The Internet Advertising Bureau (1998) reported:
60% to 70% of survey respondents approved advertisement on the internet
6. Click-through effectiveness
05.01.2012 SI – Display Advertising Retrieval 15
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Nielsen (1997; 2000) reported:
click-through rate have decreased from 2.1% (1995) to 0.5% in Oct
1998, and reached 0.2% in May 2000
DoubleClick (1996) reported:
The probability of clicking on a banner drops from a maximum of 2.7%
to less than 1% at the fourth exposure
6. Click-through effectiveness (2)
05.01.2012 SI – Display Advertising Retrieval 16
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
This decline prompts four critical questions:
why do banner ads seem to be ineffective?
what can advertisers do to improve their effectiveness?
does an immediate measure such as click-through rate
undervalue online advertising?
are memory-based measures such as recall or awareness
more appropriate?
6. Click-through effectiveness (3)
05.01.2012 SI – Display Advertising Retrieval 17
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H1) Internet users avoid looking at banner ads
7. Banner Advertising Findings
05.01.2012 SI – Display Advertising Retrieval 18
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H1) Internet users avoid looking at banner ads
(TRUE)
Half of the banner exposures are not attended to
Users not interested in the advertised product and thus have no
reason to click on a banner.
Users have learned that advertising banner often does not
deliver its promise and hence chosen to ignore them.
Users have experience with ads that direct users to sites with
malicious code or other undesirable results.
Users simply do not notice banners on Web sites, i.e. the banner
blindness phenomenon
7. Banner Advertising Findings (2)
05.01.2012 SI – Display Advertising Retrieval 19
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H2) The more time users have spent on the Internet,
the less they pay attention to banner ads
7. Banner Advertising Findings (3)
05.01.2012 SI – Display Advertising Retrieval 20
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H2) The more time users have spent on the Internet,
the less they pay attention to banner ads
(FALSE)
The primary factor in generating click-throughs is the nature of
the audience and what the inherent interest in the product
category may hold for them
Repetition reduces clickthroughs, but it builds brands
7. Banner Advertising Findings (4)
05.01.2012 SI – Display Advertising Retrieval 21
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H3a) Banner ads will have a positive impact on aided
advertising recall
H3b) Banner ads will have a positive impact on
brand recognition
H3c) Banner ads will have a positive impact on
unaided advertising recall
H3d) Banner ads will have a positive
impact on brand awareness
(ALL TRUE)
7. Banner Advertising Findings (5)
05.01.2012 SI – Display Advertising Retrieval 22
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H3a) Banner ads will have a positive impact on aided advertising recall
H3b) Banner ads will have a positive impact on brand recognition
H3c) Banner ads will have a positive impact on unaided advertising recall
H3d) Banner ads will have a positive impact on brand awareness
(ALL TRUE)
How do we know?
Academic research
Empirical results
Business Results
7. Banner Advertising Findings (6)
05.01.2012 SI – Display Advertising Retrieval 23
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H4) Advertising effectiveness increases with
frequency of exposure
7. Banner Advertising Findings (7)
05.01.2012 SI – Display Advertising Retrieval 24
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H4) Advertising effectiveness increases with
frequency of exposure
(TRUE)
Repetition improves unaided advertising recall, brand
recognition, and brand awareness
Repetition does not improve aided advertising recall
7. Banner Advertising Findings (8)
05.01.2012 SI – Display Advertising Retrieval 25
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H5a) Larger banner ads will be more effective
than smaller banner ads
H5b) Banner ads that are laid-out vertically will be
more effective than banner ads that are laid-out
horizontally
7. Banner Advertising Findings (9)
05.01.2012 SI – Display Advertising Retrieval 26
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H5a) Larger banner ads will be more effective
than smaller banner ads
(TRUE)
H5b) Banner ads that are laid-out vertically will
be more effective than banner ads that are laid-
out horizontally
(WEAK)
7. Banner Advertising Findings (10)
05.01.2012 SI – Display Advertising Retrieval 27
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H6a) Banner ads that contrast with their environment will be
more effective then ads that do not
H6b) Animated banners will be more effective than static ones
H6c) The effectiveness of a banner ad depends on its
MESSAGE
7. Banner Advertising Findings (11)
05.01.2012 SI – Display Advertising Retrieval 28
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
H6a) Banner ads that contrast with their environment will be
more effective then ads that do not
(HIT or MISS)
H6b) Animated banners will be more effective than static ones
(TRUE)
H6c) The effectiveness of a banner ad depends on its
MESSAGE
(Supercalifragilisticexpialidociously TRUE)
7. Banner Advertising Findings (12)
05.01.2012 SI – Display Advertising Retrieval 29
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
So, what have we learned so far?
Banner ads are here to stay
Banners must be designed carefully not to pester users
Banners must be jazzed up and redesigned to attract users in a fresh,
innovative way
Users’ distrust is not helping the advertisers’ cause
8. Let’s take a breather
05.01.2012 SI – Display Advertising Retrieval 30
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
So, what have we learned so far?
memory-based measures of advertising effectiveness should be
applied to banner ads
click-through rates fails to capture the positive effect that banners
have on the brand being advertised
click-through rates are not irrelevant (they provide a very large
measure of advertising effectiveness)
banners lead to brand awareness (click-through rate might be low,
but in the long run, awareness is more important than click-
through)
advertising effectiveness can be increased by concentrating on the
message they send (what is said and how often it is said is more
important than how it is said)
8. Let’s take a breather (2)
05.01.2012 SI – Display Advertising Retrieval 31
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
• Implies the existence of four entities: The publisher – the owner of the website, that provides space for
placing ads; his goal is to maximize the benefits while offering a good
user experience
The advertiser – provides the ads, by marketing campaigns; his goal
is to promote the products or services
The ad network – selects the ads that will be put on the page; it
shares the revenue with the publisher
The users – visit the web page and interact with the ads
• Contextual advertising is a direct marketing method
whose efficiency is easy to establish, as it is measured
by user reactions
9. Contextual advertising
05.01.2012 SI – Display Advertising Retrieval 32
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
• When a user requests to view a page, the add selection engine
provides the ad in a couple of hundreds of milliseconds = > pages
must be analyzed offline
• Many pages are dynamic or require authentication =>the challenge
is to find relevant ads while maintaining a low latency and
communication cost (Text Summarization + Classification)
10. Workflow
05.01.2012 SI – Display Advertising Retrieval 33
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Recap:
Sponsored Search or Search Engine Marketing (SEM) is a
form of advertising on the internet where advertisers pay to
appear alongside organic search results.
The position of the ads is determined by an auction
advertisers explicitly bid for queries that they wished to
display their ads for (exact match)
11. Sponsored Search
05.01.2012 SI – Display Advertising Retrieval 34
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
Possible Solution:
Determine keywords that best describe the merchandise
Determine keywords that are less frequent than the query
keyword and possibly cheaper
11. Sponsored Search (2)
05.01.2012 SI – Display Advertising Retrieval 35
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 36
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 37
SORRY STEVE, IT’S MUCH MORE THAN
JUST INTERACTION + EMOTION
THERE ARE 6 COMMANDMENTS FOR
GREAT ONLINE ADS
WHICH NO OTHER MEDIUM
CAN OFFER SIMULTANEOUSLY
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 38
IS THE IDEA?
1 INTERACTIVE
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 39
REWARD THE USER FOR
CLICKING
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 40
“INTERACTIVITY INCREASES
BRAND RECALL 63% MORE
THAN NON INTERACTIVE ADS”
*Barnum Sulley Research 2010
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 41
“TELL ME AND I'LL FORGET;
SHOW ME AND I MAY REMEMBER;
INVOLVE ME AND I'LL UNDERSTAND.”
ANCIENT CHINESE PROVERB
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 42
“TELL ME AND I'LL FORGET 86%;
SHOW ME AND I MAY REMEMBER 19%;
INVOLVE ME AND I'LL UNDERSTAND
63%”
UPDATED CHINESE TWEET
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 43
CP+B [US] Agency:
Interactive
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 44
Bridge [US] Agency:
Interactive
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 45
Glue [UK] Agency:
Interactive
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 46
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 47
Weapon 7 [UK] Agency:
Customizable
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 48
Tribal DDB [UK] Agency:
Customizable
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 49
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 50
Agency:
Contextual
Mediafront [NO]
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 51
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 52
Soap [US] Agency:
Entertaining
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 53
Boondoggle [NL] Agency:
Entertaining
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 54
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
5 PLAYABLE
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 55
YOU CAN’T PLAY WITH
A TV AD FOR 5 MINUTES
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 56
CP+B [US] Agency:
Playable
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 57
DM9 DDB [BR]
Agency:
Playable
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 58
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
5 PLAYABLE
6 USEFUL*
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 59
Useful!
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 60
Useful?
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 61
Holst Digital [UK] Agency:
Useful
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 62
BRIEF FOR SOLUTIONS,
NOT ADS
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 63
JUST FOR STEVE JOBS
EMOTIONAL
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 64
BBH [UK] Agency:
Emotional
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 65
YOU FORGOT
WHAT THE INTERNET WAS
BUILT ON!
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 66
Grand Union [UK] Agency:
Sex!
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 67
FINAL THOUGHT
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 68
WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)
HAVING TROUBLE
DOING “ONLINE” WELL?
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 69
THINK DIFFERENT
FOR ONLINE
Universitatea Politehnica Bucureşti - Facultatea de Automatică şi Calculatoare
The World's Best Banner Ads
(And Why They Worked)
05.01.2012 SI – Display Advertising Retrieval 70
UNDERSTAND PEOPLE,
THEN TECHNOLOGY