ad accountability in the digital wasteland by jeff bander of sticky - presented at the insight...
DESCRIPTION
John Wannamaker, father of modern advertising, said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Nothing much has changed in the last 100 years – until now. Major brand marketers had little choice but to continue hoping their branding dollars were working. P&G came to us with this question: “Can you tell us which of our branding ads are seen and not seen?” It started out as just a project. What we learned fundamentally changed our company. We think it could change yours too.TRANSCRIPT
1
Paying Attention June 2013
Can you name the person pictured here?
Hints:
Born in 1838 in Philadelphia
Served as Postmaster General under Benjamin Harrison
Considered to be the “Father of Modern Advertising”
Answer: John Wanamaker
Why does this matter?
Coined the saying
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
Trivia Question
About Us
• EyeTrackShop, the world’s first webcam eye tracking solution, developed in partnership with Tobii Technology in 2009.
• EyeTrackShop rebranded as Sticky• Sticky technology won the Next Gen Research
Disruptive Innovator Award in 2012 • In 2013 Sticky received the Great Mind Award for
Innovation. (In 2012 EyeTrackShop won this honor).
Offices in New York, San Francisco, the UK, Stockholm and Shanghai,
A short list of some companies optimizing with Sticky:
What percentage of people actually saw
this ad?
75-100%50-75%25-50%0%
100% of Viewable Ads30% of all “viewable” adsare never seen.
In-Screen is not the same as Seen
Pepsi – Example OutputJune 2013
Campaign Summary
62013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
72013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Ads Relative Performance
Optimize by excluding under performing sites...
82013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
…and get a bigger bang for the same budget!
92013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
0% Budget
Or cut the budget by $1M, or almost 13%..
102013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
0%
0%
0%
38%
New budget share
62%
..and still get more seen impressions and impact.
112013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
-13%
Budget
L’Oréal reallocated resources to gain a bigger bang
2013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Low Medium High
Impact
Hig
hLo
wM
ediu
m
35.1%
14.7%
8.2%
42.0%C
ost
Pe
r V
iew
Brand Site P lacement Budget Impressions nCPM nCPV VI% ImpactVerified
ImpressionsVerified Time (h)
Garnier Amelia.se P anorama - 980x300 82 130 kr 1 066 625 77 kr 100 kr 77% 2.6 821 301 593
Garnier Amelia.se Overlay - 980x1500 16 024 kr 106 827 150 kr 150 kr 100% 3.2 106 827 95
Garnier Damernas.se P anorama - 980x300 68 687 kr 892 039 77 kr 208 kr 37% 1.0 330 054 92
Garnier Damernas.se Overlay - 980x1500 28 766 kr 191 775 150 kr 349 kr 43% 1.1 82 463 25
Total 195 607 kr 2 257 266 87 kr 146 kr 1 340 646 805
OPTIMIZATIONEFFECT
+ 35%
Seen impressions
-26% Avg. CPV +68% Total time
Sony reallocated resources to cut its avg. cost per view, and get more seen impressions
132013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Low Medium HighImpact
Co
st P
er
Vie
wH
igh
Low
Med
ium 15.0
%
30.3%
12.7%
13.0%
11.7%
17.3%
OPTIMIZATIONEFFECT
+56%
Seen impressions
-36% Avg. CPV+95% Total time
Brand Site P lacement Budget Impressions nCPM nCPV% Seen
ImpressionsImpact
# Seen Impressions
Total Time (hrs.)
Sony Mobile DN.se Sticky Scroll - 300x600 135 000 kr 5 400 000 25 kr 47 kr 53% 1.2 2 862 000 954
Sony Mobile Youtube.se Masthead - 970x250 147 050 kr 2 509 179 59 kr 60 kr 97% 3.5 2 433 904 2 366
Sony Mobile Aftonbladet.se Rich Media - totala 1600x900200 000 kr 1 900 000 105 kr 105 kr 100% 4.1 1 900 000 2 164
Sony Mobile Sf.se Outsider - 200x800 173 250 kr 1 750 000 99 kr 148 kr 67% 1.1 1 172 500 358
Sony Mobile Di.se Sticky Scroll - 228x400 150 000 kr 2 000 000 75 kr 174 kr 43% 0.8 860 000 191
Sony Mobile Aftonbladet.se Sticky Scroll - 250x480 350 000 kr 3 739 316 94 kr 234 kr 40% 1.4 1 495 726 582
Total 1 155 300 kr 17 298 495 67 kr 108 kr 10 724 130 6615
+ 7 % Seen Impressions(% impressions seen by TG)
“This is helping our advertisers and affinity partners to understand the power of Online Branding Campaigns
on YouTube” – Sales Manager Google Sweden
Google YouTube proved high brand impact for H&M
* Proprietary benchmarks developed after 20 campaigns
85%+ 20 % vs. BM
+ 39% Impact (avg. time looking at ad)
50 % Faster(avg. time it took to notice
the ad)
Benchmark* Result0%
20%
40%
60%
80%
100% 91%97%
Benchmark* Result0.00.51.01.52.02.53.0
1.8
2.5
Benchmark* Result0.00.20.40.60.81.01.2 1.0
0.5
The branding campaign had a low CTR, but was seen by 97% of the target group and had massive impact (+39% above norms).
Prove Brand Impact
+ 32% Seen Impressions
(% impressions seen by TG)
“Without taking people out of their environment we were able to validate that the ads were noticed and that people actually spent more time on them.” – Director of Research, AOL
AOL proved the massive brand impact of its new “Devil Format”
85%+ 20 % vs. BM
+ 57 % Impact (avg. time looking at ad)
On par with BM(avg. time it took to notice
the ad)
AOL proved the higher visibility and impact of the devil format to current clients and new clients. 32% more seen impressions and 57% more impact
Benchmark*
Devil Ad Big Box #1
Big Box #2
0%
20%
40%
60%
80%
100%
76%
100%91%
63%
Benchmark*
Devil Ad Big Box #1
Big Box #2
0.0
0.5
1.0
1.5
2.0
2.5
1.4
2.2
1.7
0.9
Benchmark*
Devil Ad
Big Box #1
Big Box #2
0.0
2.0
4.0
6.0
8.0
10.0
3.0 3.03.6
9.5
Improve Brand Impact
How It Works
VERIFIED TIME WITH TARGET GROUP
The aggregated time seen that the brand has accumulated during the
campaign period.
IMPRESSIONSHow often the ad is shown.
VERIFIED IMPRESSIONS = SEEN ADS
The number of impressions that are actually seen by the target group.
IMPACT = ROI A strong correlation between time
seen, ad recall and activity = BRANDING EFFECT
AD VIEWSSticky measures ad views—
not viewability. Over 30% of “viewable” ads are never
seen.
Thank You!
Ephraim (Jeff) BanderPresident
Skype: ephraim.bander613
Twitter: @stickyadmanPhone: +917-523-0007
In Conclusion…
Key Components
Key Met
rics
Packagi
ng
Sticky - Overview
― Industry― Ad placement― Ad format― Target audience
― Visibility (seen ad)― Attractiveness (time to ad)― Stickiness (time on ad)
― Standard― Custom
― Ad Planning tool― Ad Evaluation tool― API― Widget
― Panel ― Browser Plug-in
― Weekly graphs― Quarterly statistics― Etc.