evolution of the innity lightbox

© 2016 Innity Group. All Rights Reserved.

Are we measuring it right?It all began with a question


CTR as a measurement of effectiveness for a campaignThe first banner ever produced in 1994 had a click-through rate of 44% but now the average display ad CTR is at 0.17% (according to http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/)

Why it’s important: Why it’s not important:CTR certainly gives you a broad view of how well your ad attracts visitors. There’s a wide range of acceptable rates given your industry but it’s the most telling when your rates are extraordinarily low, or high.

Doesn’t necessarily mean a conversion

Gives a base of visitors who will potentially convert

Does not tell you the quality of your visitor

Impacts QS > which impacts CPC > impacts ROI

Can include malicious or bad clicks

Helps gauge success relative to competitors and between campaigns

Impressions are not necessarily acknowledged by users, meaning these values are a bit arbitrary.

Aids in evaluating ad creative & copy, specifically the call to action

CTR is based off other variables as well, including position, bid, and competition.


There are several reasons why CTRs are not the appropriate measure of display advertising’s effectiveness.

Perhaps most notably is the fact that the majority of Internet users do not click on display ads, and the percentage of users who do is continuing to decrease over time.

Joe Nguyen, Senior Vice President, APAC - comScore, Inc., Moving Beyond the Click – How Digital Advertising (Should) Work.

18th November 2010

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Moving beyond the click. Towards Brand ExperienceIntroducing the Cost Per Engagement (CPE) and Lightbox Ad

AD3-2-1

Attract & Invite1

Ensure Genuine Interest2

BRANDEXPERIENCE

ENGAGE3 Drive TrafficTo Advertisers4


Evolution of the Lightbox Ad

2011Lightbox Ad

enlarged from 640x400 ->

900x500

2009Innity

introduced CPE and

Lightbox Ad

2010Added Alert Box to help

increase CTR

2012Introduced

Dynamic Tile-based Design Lightbox Ad to increase time

dwell on different tabs

WidgetAdded system

generated widget page for FB Like

button

2013Introduced 7

levels of Engagement with a newer

tile-based Lightbox Ad

layout

ExtendIntroduced

FB Page Extension for Lightbox Ad

RAN THE FIRST HTML

LIGHTBOX AD

Video Focus

Introduced

Lightbox Video

2014Introduced

Social Lightbox

2015Discontinued Flash Lightbox

Ad

2016Responsive Lightbox Ad


2009 : Innity Introduced CPE and Lightbox Ad


2010 : Added Alert Box


2011 : Enlarged the Lightbox Ad Dimension


2012 : System Generated Widget Page for FB Like Button


2012 : Introduced Dynamic Tile-based Design


2013 : Extend Lightbox Content to FB Page


2013 : Launched Video Focused Content - Lightbox Video


2013 : Ran The First HTML Lightbox Ad


2014 : Introduced the Social Lightbox


2016 : Responsive Lightbox Ad Engage Everywhere

3Click to start instantly



Highlights: #genuine-engagement #full-screen #rich-content #responsive


Lightbox Ad – Anatomy of a perfect bannerDriving value at every stage

Awareness

Consideration

Favorability

Action Sharin

g

BRAND

ENGAGEMENT

LOOP


A Standard DefinedNo matter if it’s branding, integration, user experience functionality or reach, the Lightbox Ad fulfils all requirements.

Standards

Publishers Advertisers

Audience Technologies

Adoption

Branding:Offer a larger focused

canvas for creative content plus

guaranteed genuine audience.

Integration:Capitalizing on existing remnant inventory while retaining the audience of our publishers.

Functionality:Rich media capabilities optimized towards user experience with tracking to measure beyond CTR.

Reach:Using standard ad inventory across our network of publishers.

User Experience:Serve to invite

rather than interrupt while

offering the latest in

rich media experience.


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evolution of the innity lightbox

Marketing