how to win with relevant digital ad?
TRANSCRIPT
Digital Ads !
How to win with relevant digital ad? Formats, placements and creatives…
50%!of impressions are
not viewable, but the average publisher
viewability is 50,2%.!
Majority!of users almost never look at anything that
looks like an ad, whether or not it’s actually an ad!
DID YOU KNOW ?
0,1%!of people actually clicks on banner ads, despite attempts to make them
more inviting.!
All!consumers don’t go online to watch banner ads; they go online to chat with friends,
read the news, etc.!
DID YOU KNOW ?
Being bigger: the bigger your placement is, the more it is seen by the usersDO
Prefere vertical units: the most likely ad sizes to be seen are vertical units (as they stay on screen longer)
Being mobile and relevant in your website choices to be where your target is and to boost your brand impact
Favor right-above-the-fold ad placement, which is the most viewable placement
Be native, be organic to beat the natural banner blindness effect (classical banner)
DO
DO
DO
DO
BEING RELEVANT AT THE RIGHT PLACE RULE 01 The visibility of your ad campaign depends on the format & placement
Vertical formatRectangle or horyzontal format
DON’T DO USE
VS
+8%Viewability
LOGO LOGO
VS
Above-the-header format
DON’TRight-above the fold format
DO USE
+28%viewability
LOGO LOGO
Integrated format (native)
Your Ad
Above-the-header format
Your Ad
DON’T DO USE
VS
+451%viewability
LOGO
LOGO
Newsfeed formatRight-hand column format
VS
DON’T DO USE
+100%on brand impact
Tricking the user to make him click. Ex: instertitial banner DON’T
Making your law : triggering actions on mouseover (rather than click), or using pop-up
Keep the control: immobilization of user actions, automatic playing of sound, or simultaneous animations
Take your time : Too long ad’s loading time
Hype : display your ads with a capping between 2 and 4 at the maximum during the display period
DON’T
DON’T
DON’T
DO
BEING ACCEPTED, BEING CONTROLED RULE 02 The goal is not that people are happy to see an ad, but they accept its presence
Your Ad
Pop-in format Integrated format (native)Interstitial format
Your Ad
Ad
DON’T DO USE
VS
+200%qualitative clicks
LOGO LOGO
Natural skin formatAgressive combo skin format + banners
DON’T DO USE
VS
Much more accepted
LOGO LOGO
Instream video format (video < 30sec) or Pre-roll (outside Youtube) Trueview video format (video min 30sec)
Skip Ad >>
Advertisement (0:45)
DON’T DO USE
VS
+50%more attention
Employ a very direct form of messaging without being agressive to be successul.Less is more.DO
Use richmedia with video for campaign memorability and persuading consumers to purchase or consider.
Use GIF/JPG format for improving Message association
Use mobile ads: it performs extremely well on all branding metrics
Being surprising: the more unexpected your placement is, the more it is impactfull for your audience
DO
DO
DO
DO
BEING IMPACTFULL RULE 03 The form of message accounts for the majority of the brand impact variation
GIF/JPG format or Rich media with video including direct form of messagingAnimated format without direct form of messaging
DON’T DO USE
VS
x1,5Impact on breakthrough
and memorability
LOGO LOGO
Static format with direct messagingAnimated/expandable rectangle format
DON’T DO USE
VS
+200%impact on message
association
LOGO LOGO
Combo : True View + Companion banner (300x250)InVideo format
Advertisement (0:45)
DON’T DO USE
VS
More impactfull
Any questions? To go further, please contact me:
VINCENT JUS-GODARTManager – Digital [email protected]!+33(0) 7.78.70.28.55!