introduction to alenty

Prsentation PowerPoint

Measure and optimize online branding advertising

Who are we ?

Alenty's founders are the creators of the NetRatings measurement systems.

Our observation

For the display market, some independent and GRP like KPI's are still not measured!

Our approach

An analysis within the web pages calculating the viewing time and visibility rate of ad campaigns

Innovation

An embedded script that clocks individuals whilst they are actively web surfing

Our positioning

Branding campaigns offer the possibility to increase the value of this media. A precise measure of time to identify premium inventory will soon become the main KPI

Ad visible on screen :considered as seen if the web surfer is active.

Ad not visible on screen.

Effective exposure is keyTwo criteria to define visibility:

Visibility on screen

mouse/keyboard activity

Implementation fields

Increase or defend Publishers/Vendors' CPM advertising revenue by creating branding packsOptimise website ergonomics,to leverage on the visibility of each banners

Optimise On-line media plans by 20-30%Optimization

Le taux de clic est un indicateur froid qui ne prend pas en compte

La contribution des diffrents displays sur un site

D'aprs une tude ralise aux US le silent clic

1/5 des internautes exposs font des recherche corrls sur la marque1/3 visite le site de la marque en directIls passent 50% de temps en plus sur ces sites et dpense 10% en plus

Are your ad-banners seen ?Why effective ad exposure is so important ?

The Internet is lagging badly in capturingBrand ad $ ( or )

More & bigger budgetsless price sensitiveMore value for all online playersTraditional media measures (GRP)Branding ROI measurement

What is missing ?Branding campaigns

The current above the fold rule does not guaranty a high viewing time!Many sites offer placement right at the top of their pages, far from contents.

Observation:

These ad spaces have a great visibility rate, but their impression duration is quite low because surfers scroll down quickly for content

Branding campaigns:Why switch from CTR to VT (viewing Time)

CTR: less and less and less... one of the reason of the value loss....

Only 1 in 3 browser is a clicker....and they are not a representative sample

(July 2009: clickers = 16%)

CTR does not correlate with branding effects

Ad-Visibility rateClick rate Top of a web pageBottom of a web page* Data collected on sample pages CTR does not guarantee good visibility rate

Alenty key Branding metrics

Only 73% of served banners are seen!!!Visibility rate differs a lot from one type of site to another

Study SNPTV, january 2009

Key Branding metric: Visibility Rate

Key Branding metric: Exposure TimeAds are seen for 15 secs on average.

Study SNPTV, january 2009

Alenty helps optimising each impression

0%

100%

0s

60s

Visibility duration

Viewed area

Creative duration (15 seconds)

What advertisers wants

20s

Great ad spaces: Impression duration between 15s and 20s

Intermediate ad spaces: Impression duration between 10s and 15s

Limited ad spaces: Impression duration < 10s

SNPTVIdentification of potential developments

Viewed impresionduration(secondes)

25 secAverage site duration75 %Average site rateAd visibility rate(%)Analysis of relevant network sites312106128119745Page duration (secondes)Legende

203050

CPM< 80% under the average> 120% over the averagearound the average (+/- 20%)

Increase the unit prices of the most visible spaces(notably for the Network Sites 1 )Introduction ofrefreshs for the4th space inorder to increaseits volumeImprove the ad positioning for Network Sites #3 and #5.Improve the contentand/or ergonomicsNetwork Sites #7,#8,#9 and #12Relevant axes of development

SNPTV

Viewed impresionduration(secondes)

25 secAverage site duration75 %Average site rateAd visibility rate (%)312106128119745





ImpressiondurationDuration perviewed impressionVisibility rate

Ad exposurerateTaux d'exposition

Page durationKey factors of visibility

Understand the key factors of ad visibility in order toprovide better ad spaces to the agencies.

Media agencies should use Alenty to optimise the Media Plan on a daily basis. How?

By running campaign visibility reports

Brand Exposure Duration & CPM Matrix analysis

Visibility rate and impression duration by siteOptimizationVisibility rate and impression duration by placement





First check: the visibility rate by sites...

Visibility rate of each site

Media plan mean

Sites ranked by delivered impressions

...Go deeper within each site

Visibility rate of each placement in site 2

Media plan mean

Site 2 mean

Placements ranked by delivered impressions

When seen, take into account the duration...

Duration per viewed impression of each site

Media plan mean

Creative duration

Sites ranked by delivered impressions

Go deeper within each site

Duration per viewed impressionof each placement in site 2

Media plan mean

Site 2 mean

Creative duration

Placements ranked by delivered impressions

Synthesis: main crossings analysis

Duration of creative seenPartial visibility duration per viewed impression / creative duration

100 The creation is seen during its whole length on average

7

Example: 80%(average media plan rate)

6

The creative is seen by more contacts than the media plan average but not long enough to be seen completely

Exposure rate100 %

4

2

10

9

5

1

8

3

Don't let sleeping dogs lie!Action requiredBad visibility: the ads aren't seen by a lot of people and they can't see it long enough.

The creation is seen long enough to be seen completely, but it is viewed by less contact than the average.

A BED of roses!My ads are seen by everyone and during a long time

Analysis of the 10 biggest nodesCreative/site/placement (in served impressions)

% of visible surface

50%

100%

75%

Caption

How comfortable is your BED ?

Duration of creative seenPartial visibility duration per viewed impression / creative duration

100 The creation is seen during its whole length on average

7

Example: 80%(average media plan rate)

6

The creative is seen by more contacts than the media plan average but not long enough to be seen completely

Exposure rate100 %

4

2

10

9

5

1

8

3

The creation is seen long enough to be seen completely, but it is viewed by less contact than the average.

A BED of roses!My ads are seen by everyone and during a long time

...leading to smarter purchases

Same analysis taking the costs into consideration

% of the visible surface

100%

50%

100%

75%

CPM

20% under the average and under

20% over the average and over

average (+/- 20%)

Caption

Don't let sleeping dogs lie!Reaction requiredBad visibility: the ads aren't seen by a lot of people and they can't see it long enough.

How comfortable is your BED ?

Market Research teams should use Alenty to sample users effectively exposed to ads based onimpression duration (not impression served!)for post campaign research. How?

Branding ROI measurement (based on effective exposure)

MethodologyIn stores salesMemorization

Users on-line recruitmentAccess panelMarketingScanPanel

Memorization efficiencyPost-tests based on access panels

Identification of web surfers on the panel website

Branding campaign(tagged with Alenty id)

Exposed(based on Impression Duration)Non exposed

Post test

Access Panel(tagged with Alenty id)

In Stores sales efficiency(Can be implemented with any MR solution provider)

Identification of web surfers on the panel website

Branding campaign(tagged with Alenty id)

ExposedNon exposed

WebScan(links Internet ad exposure to in-store sales)

Marketingscan Panel(tagged with Alenty id)

Impact on in-store sales

In Summary

Identify your best inventory by visibility and attract branding campaign budgets

Build a branding pack with guaranteed visibility and increase/defend your CPM

Alenty Benefits for Ad-networks/Publishers

Give your sales team strong branding arguments owing to a global value proposition (visibility + Post test)

Identify your best inventory by visibility and attract branding campaign budgets

Optimise your Media buying based on seen ads

Alenty Benefits for Agencies/advertisers

A global value proposition for your clients (that can be associated with GRP measures)

Optimisation of your Branding Media plan

Some of our clients

Advertisers using Alenty metrics...

Thank you for your attentionEric Merceron

Phone : +44 07892 877 051Mail :[email protected]

Web : www.alenty.comQuestions?

Column E

10.870987586569484

20.686124898542123

30.626051413802609

40.588287581011361

50.555494230112876

60.524659400323226

70.497232155726847

80.473822503985035

90.453015023507095

100.434779975482057

110.418630687272348

120.405184494344405

130.394515370077525

140.393931858433976

150.411518504885955

Column G

10.0046841890033087

20.0036653639840331

30.0035374288682418

40.003699302675957

50.0037839814550819

60.003980996636266

70.0044489888306965

80.0048420373667446

90.005129814181197

100.005691897059555

110.0059103349813276

120.0066121888840372

130.0078961950498707

140.0078241145837758

150.0076278791504637

Taux de visibilit

Pure players0.768110506925312

Games0.453667402827948

Media0.793073179765743

Services0.820845008373801

Social networks0.721075485172377

Ecommerce0.423575098860298

Dure par impression

Pure players13.2700475533628

Games14.5397295727963

Media20.5388829389589

Services14.4369895496252

Social networks16.7652570486049

Ecommerce7.67523011109551

Inventory distributionServed impressions

10.214137786563157

20.213906794989557

30.240186240299065

40.331769178148222

Visibility rate

Site 10.9

Site 20.6

Site 30.85

Site 40.55

Site 50.8

???Page ??? (???)26/05/2010, 18:57:14Page / Visibility rate

Placement 10.35

Placement 20.6

Placement 30.95

Placement 40.7

Placement 50.6

Placement 60.75

Visibility rate

Site 126

Site 215

Site 336

Site 420

Site 517

Visibility rate

Placement 125

Placement 210

Placement 315

Placement 413

Placement 512

Placement 632

introduction to alenty

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