Insight into what consumers think of advertising online and how to create formats that win over the hearts of consumers and meet advertisers' needs. Yahoo! is investing in understanding how to get advertising right for its audiences, are you?
- 1. understanding ad formats key ingredients to advertising
success Laura Chaibi Director of Research and Insights, EMEA
2. Advertising people who ignore research are as dangerous as
generals who ignore decodes of enemy signals Werbetreibende, die
Forschung ignorieren sind genauso gefhrlich wie Generle, die die
Dechiffrierung von feindlichen Nachrichten ignorieren. David Ogilvy
3. journey to ad format enlightenment online ad developments
striking consumer / advertiser balance best use of ad space theory
to practice: planning 4. brand creative media ad format ad 5.
microsite expandable push down 68b online ads in Germany (H1 2010)
skyscraper flash layer overlay pre roll tandem banner popup which
one do you choose? social ads 6. super banner + LREC (working
together) = tandem ad format mix and match: overwhelming choice 7.
super banner + LREC (working together) + overlay = tandem +
floating auto initiated mouse over on click 8. consumer /
advertiser balance 9. 80% of ad formats tested have been approved
to run on Yahoo! Yahoo! can help you 10. knowledge building best in
class ad format use campaign testing 5 countries: Germany UK France
Italy Spain 100+ ad formats (blue bubbles) 50,000 consumers
consulted from theory to application for brand advertising planning
tool ad format testing 11. low impact high intrusion high impact
high intrusion high impact low intrusion low impact low intrusion a
framework for decision making impact intrusion 12. Low Impact
LowIntrusion Base: Yahoo! User UK, Source: Yahoo! Research,
absolute score a = auto initiated; f = floating; m = mouse over, c
= click) Custom Expandable (m, f) Floating (a) Video (a)
Slidingroom (c) Graphical Wallpaper (a, f) Expandable (m)
Autoinitiated (a) Custom (animated) Mail Tandem (m, f) Exspondo (a,
wallpaper) Custom ad (animated, f)) Mail Tandem Ad Exspondo (a)
LREC Background plain color change (no f) Graphical Wallpaper (no
f) MPU interstitial Mail Log Out Video Interstitial High Impact low
impact low intrusion high impact low intrusion low impact high
intrusion high impact high intrusion HighIntrusion 13. Low Impact
LowIntrusion Base: Yahoo! User UK, Source: Yahoo! Research,
absolute score a = auto initiated; f = floating; m = mouse over, c
= click) Custom Expandable (m, f) Floating (a) Video (a)
Slidingroom (c) Graphical Wallpaper (a, f) Expandable (m)
Autoinitiated (a) Custom (animated) Mail Tandem (m, f) Exspondo (a,
wallpaper) Custom ad (animated, f)) Mail Tandem Ad Exspondo (a)
LREC Background plain color change (no f) Graphical Wallpaper (no
f) MPU interstitial Mail Log Out Video Interstitial High Impact
HighIntrusion 14. Custom Expandable (m, f) Floating (a) Video (a)
Slidingroom Graphical Wallpaper (a, f) Expandable (m) Autoinitiated
(a) Custom (animated) Mail Tandem (m, f) Exspondo (a, wallpaper)
Custom ad (animated, f)) Mail Tandem Ad Exspondo (a) LREC
Background plain color change (no f) Graphical Wallpaper (no f) MPU
interstitial Mail Log Out Video Interstitial High Impact
HighIntrusion Low Impact LowIntrusion a = auto initiated; f =
floating; m = mouse over, c = click) Base: Yahoo! User UK, Source:
Yahoo! Research, absolute score 15. consumer favourite: slideshow
in action... 16. homepage ad variant testing Recruiting Random
sample in Yahoo! Connections panel Survey Standardized online
survey with random ad exposure Base All Yahoo! Users 14+ Field Time
February / March 2010 Sample Size n = 2,103 relative acceptability
17. acceptability = impact - intrusion -2 -1.5 -1 -0.5 0 0.5 1 1.5
2 2.5 Custom ad (animated bckgrnd with floating) Exspondo - no
retracting with wallpaper Colourchange Floating Custom
Autoinitiated Exspondo - no retracting Standard MPU interstitial
Mail Tandem Ad / user initiated floating Mail Log Out MPU Video
Interstitial Custom ad (animated bckgrnd no floating) Mail Tandem
Ad / no floating Graphical Wallpaper w/o floating Background plain
color change w/o floating Expandable (News) Video Expandable
slidingroom LREC Base: Yahoo! user, Source: Yahoo! Research
standard deviation from the mean 18. format(s) creative media ad
behaviour ad 19. putting theory into practice: live campaign 20.
Low Impact High Impact LowIntrusionHighIntrusion Base: Yahoo! user,
Source: Yahoo! Research mail tandem control ad (normalised) mail
tandem live campaign A brand/creative impacted format negatively
mail tandem live campaign B brand/creative fit ad format 2x uplift
-1x (less) impact (brand X) 21. vs. what we do... what we say 22.
best use of ad space do actions speak louder than words? 23. phase
II: ad format testing with usage metrics how do different creative
executions of the same ad impact on ad effectiveness acceptability
24. ad monadic testing 2000+ respondents 5 ad format variants
Yahoo! homepage 25. what they do (technical measurement) time spent
site usage ad click / mouse roll over interaction what they say
(survey) advertising recall brand awareness brand image ad
assessment homepage assessment + 26. control group: LREC Yahoo!
house ad 27. creative control group: LREC + mini banner 28. take
over with floating auto initiated & mouse over 31 29. take over
with floating and animated background 30. 100 112 144 140 152
control group LREC mouseover autoinitiated take over + animated
bckgrd ad recall index = control group (cg) Base: Yahoo! User /
Source: Yahoo! Research * compared to control group +40%* uplift
for ad format + ad behaviour 31. 100 204 190 250 LREC mouseover
autoinitiated take over + animated bckgrd aided recall of
advertiser: McDonalds index (LREC= 100) 2.5x* higher recall for
most intrusive ad format Base: Yahoo! User / Source: Yahoo!
Research * compared to control group 32. 21 18 17 30 21 24 Average
control group LREC mouseover autoninitated take over + animated
bckgrd browsing duration time spent in seconds (till first click)
+33%* time spent with full page takeover +67%* time spent with
mouse over ??? touch metrics Base: Yahoo! User / Source: Yahoo!
Research * compared to control group 33. control group LREC
mouseover autoninitated take over + animated bckgrd Chart Title
very good good theory to practice: full page takeovers successful
appeal of Yahoo! homepage in % (Top 2 Box on 5-Point scale) 92% 87%
85% 86% 88% Base: Yahoo! User / Source: Yahoo! Research most
intrusive ad in theory has highest likeability in practice 34.
theory to practice: planning 35. best use of ad format spaces high
impact / low intrusion best win win quadrant compliment consumer
journey format accepted as part of page suitable for most brands !
format desensitisation: over time becomes low impact / low
intrusion high impact / high intrusion ! effective with right brand
/ creative ! relevant: campaign obj. & audience these formats
get message across use for: burst message, time bound offer, new
product launch, awareness, limited opportunity, familiar brand low
impact / low intrusion least disruptive suits editorial info
(news/sports) drip feed campaign / sponsorship more acceptable:
older consumer ! creative needs recognisable brand ! harder to get
cut through low impact / high intrusion ! brand & ad intent
matters! ! cap ad / limit ad format wear out ! use floating
elements with care best for entertainment / homepage more
acceptable: youth impact intrusion 36. thank you danke schn! Laura
Chaibi Director of Research, EMEA Yahoo! Email:
[email protected] Tel: +44 207 131 1466 Mobile: +44 (0)7976 454
503 Ricardo Rubio Gonzlez Head of Research Europe Yahoo! Email:
[email protected] Tel: +(49) 89 231 97-555 Mobile: +(49) 162 288
99 67 for further information
