dwell on branding with notes
DESCRIPTION
This is a copy of the presentation i gave in Cape Town. the presentation is a Microsoft advertising presentation that shows the impact of rich media and that measuring only clickthroughs doesnt show the entire picture.TRANSCRIPT
Welcome & Introduction
How to take over the world!
Size of SA digital media market
ad revenues0
200400600800
100012001400160018002000
affiliatemobilesearchROM displayDMMA display
Nevo HadasKagiso Media Convergence
DWELL ON BRANDING
You dream it…
How can I know which onlineideas will work best?
What impact does onlinecreativity have on brand?
We deliver it…
Proof that online engagementleads to increased brand effects
How should I comparethese two ads?
Clickthroughs onlytell part of the story
With online we can go much further
We can measure active engagement with an ad
Dwell time
=x
= Time spent actively engaging= Rate of engagementrate
Source: Eyeblaster
25x more likely to spend time than click
Engaged but not clicking
Source: Eyeblaster
Average Dwell time
Source: Eyeblaster
And how does Dwell affect…
What we did
Source: Eyeblaster
156
avg14.3
653
avg2
4.6 = Average Dwell
Source: Eyeblaster (MSN UK, FR, NL, IT) 800 campaigns
What we did
Source: Eyeblaster
What we didMatching groups by gender…
Source: comScore
What we did…age, income, region…
Source: comScore
What we did…online and search behaviour, and connection speed.
Source: comScore
What we did
Source: comScore
What we foundMore Dwell =
Source: comScore
What we foundMore Dwell, More Search
Source: comScore
What we foundMore Dwell, More Search
Source: comScore
What we foundMore Dwell =
Source: comScore
What we foundMore Dwell, More Traffic
Source: comScore
What we foundMore Dwell =
Source: comScore
What we foundMore Dwell, More brand engagement
Source: comScore
125% + page views/visitor
What we found
Source: comScore
Comparing formats
Source: Eyeblaster
Comparing formats
Source: Eyeblaster
Comparing verticals
Source: Eyeblaster
More Dwell, More Search
Source: comScore
More Dwell, More sites visits
Source: comScore
Source: comScore
Source: MetrixLab
15% to 34%40% to 47% 67% to 70%
We deliver it…
Proof that online engagementleads to increased brand effects
Online - More SearchMore TrafficMore Engagement
Offline - AwarenessFavourabilityPurchase Intent
MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Interactive Panel
MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Glider
MSN ZA NetworkAdvertising Opportunities » Premium Products » Rich Media » Full Screen Video
THANK YOUQ&A
More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg
More on Measurement: advertising.microsoft.com/europe/being-greater-with-data