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Banners, PopUps, Streaming and other Online Media Strategies

Banners, PopUps, Streaming and other Online Media Strategies. Presented by: Susan Bratton CEO, Cendara, Inc. September 5, 2002 Power of eMarketing. Plan of Action. Definitions and research Technology and marketing vendors Demos and Stats Q&A. Definitions – Ad Models.

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Banners, PopUps, Streaming and other Online Media Strategies

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  1. Banners, PopUps, Streaming and other Online Media Strategies Presented by: Susan Bratton CEO, Cendara, Inc. September 5, 2002 Power of eMarketing

  2. Plan of Action • Definitions and research • Technology and marketing vendors • Demos and Stats • Q&A

  3. 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

  4. 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

  5. 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.

  6. Research

  7. Jupiter Media Metrix Case StudyMore Sites Means More Reach

  8. More sites means more reach Jupiter Media Metrix - 2001

  9. Average Audience Reached with a Four-Million Impression Ad CampaignAugust 2001 – At home/work combined in the U.S. Jupiter Media Metrix - 2001

  10. ComScore Case StudyMedia Plan Evaluation(for leading travel company) Comscore Networks 2002

  11. Allocating Ad Dollars Online Sales Grew Over the Past Year, Driven by the Travel Category Comscore Networks 2002

  12. Allocating Ad Dollars Q4 Spending Focused on High Traffic Sites 41% Q4 2002 Ad Spending Top Sites 15% 8% 6% 5% LYCOS ALTAVISTA WEATHER.COM AT&T EXCITE WORLDNET Comscore Networks 2002

  13. Allocating Ad DollarsMany Smaller Sites Have a Higher Travel BPI* 371 337 307 312 291 207 193 143 131 130 LYCOS EXCITE WEATHER.COM ALTAVISTA AT&T WORLDNET sonypictures.com foodtv.com mapsonus.com superpages.com ezsweeps.com *Buying Power Index Comscore Networks 2002

  14. Ad Dollars Other Sites May be More Cost Effective Due to Their Higher Travel BPI *=(Impressions)(BPI/100) **=Actual/Weighted Impressions Comscore Networks 2002

  15. A Little About Broadband

  16. 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

  17. Levers and Dials

  18. Acquire Customers with Ad Models that Fit Campaign Objectives • Click to web site • Click within • Microsite • Interstitial

  19. 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 Acquire Customers with Ad Functionality that Fit Objectives

  20. Target Up Front for Back End Impact TARGETING DIMENSION LIFT • Contextual/Keyword 10x-15x • Demographics 4x-6x • AgeGenderHH IncomePresence of Children • Geographics 4x-6x • Technographics 4x-6x • Browser TypeComputerConnection SpeedTime-of-Day • Psychographics • Behavioral Preferences Custom Profiles/ Intendor Models

  21. Communications Effectiveness Metrics • Awareness • Comprehension • Persuasion • Likeability

  22. 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

  23. 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

  24. 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

  25. Consumers Like Rich Media • 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 IPSOS-ASI Rich Media I and II Studies for @Home Network 1999

  26. Why Consumers Like It Product Understanding Product Trust Trusted Information IPSOS-ASI Rich Media I and II Studies for @Home Network 1999

  27. Vendors

  28. 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

  29. 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

  30. 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

  31. Demos Ad4Ever Eyewonder Ad4Ever IMU’s

  32. 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

  33. 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

  34. Q&A Thank you Susan Bratton CEO, Cendara, Inc. 650-948-0500 Susan@cendara.com

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