Demystifying the Evolution of Rich Media Metrics

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12+ Million Impression
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Ad Deliveries Served Monthly
Since 2010

4,500+ 46 Ofﬁces in
Ad Agency 23 Countries
Partners
8,000+ Web
Campaigns
1.6+ Million
Delivered
Unique TV Ads
Distributed
Since 1996

Touching 128+
Penetrates Million Households
99% of All in North America
800+ Million
Broadcast 84 Times per Day
Unique Users
Destinations

Global Oﬃces
46 Ofﬁces in 23 Countries

demystifying
the metrics

Ryan K Manchee
Director of Innovation Strategy
@rmanchee
@rmanchee
©2013 Digital Generation Inc. All rights reserved
March 2013

collaborate + listen

@rmanchee

who gives
a click?
@rmanchee

995 @rmanchee

0.5% 5 in every 1,000
@rmanchee

2 are wrong audience
1 clicked by accident
1 doesn’t wait for load
= 1 in every 1,000
@rmanchee

cracking the
code
@rmanchee

direct
• Click to edit Master text styles

response

@rmanchee

just because they click
doesn’t mean it

sticks
@rmanchee

?
what about the

995
@rmanchee

?
what about the

995

20% @rmanchee

?
what about the

995

20%
1:10 @rmanchee

lost
in the
desert

@rmanchee


@rmanchee

…measuring time

@rmanchee

measurement
dilemma

@rmanchee

Diﬃculty:

changing the train of

thought
@rmanchee

playful interaction
Teachers / kids

@rmanchee

YOU REMEMBER
• 30% what you see
• 50% what you see + hear
• 70-90% what you see + hear + touch

@rmanchee

making
sense
@rmanchee

The Manchee Law of Digital Advertising:

for every interaction
there is an equal and opposite

reaction
@rmanchee

data
understanding

is the key

@rmanchee

dwell rate
percentage of impressions
engaged
by the user

@rmanchee

dwell time
the average number of
seconds
user engaged with an ad

@rmanchee

Dwell Rate versus CTR

@rmanchee

Dwell Rate versus CTR

25x
@rmanchee

what did the user
Frequency of exposure
Interactive Dwell time
see
what did the user
Level / type of interaction
Measure type of response
do
@rmanchee

Overall Performance

@rmanchee

Overall Performance

1:14 43 seconds
@rmanchee

consumers
show consistently that they

are willing
to take time to explore brands

@rmanchee

8.7%
of all ads engaged with
@rmanchee

validate the
interruption amazing creative
video, engaging experiences

media is earned not

bought
@rmanchee

Eﬀects of Rich Media & Video

Site Visits 9
Direct Response
9

6
6

4
3 3

1
1
Standard

Rich Media 0

RM with Video

@rmanchee

Eﬀects of Rich Media & Video

9x
Site Visits 9
Direct Response
9

6
6

4
3 3

1
1
Standard

Rich Media 0

RM with Video

@rmanchee

creative impact

4x
@rmanchee

size
does
matter?

@rmanchee

IAB Rising Stars

“As a premier rich media vendor supporting the formats, MediaMind has an
intrinsic and deep understanding of the IAB Rising Stars ad units. They are
truly one of the companies shaping the future of interactive advertising.”
- Peter Minnium, Consulting Director, IAB

@rmanchee

@rmanchee

2x
+5% of all ads served

@rmanchee

~40%
@rmanchee

Fact #1

Evenings are most

effective
for mobile advertising

@rmanchee

MOBi award for best iPad/Tablet ad
First ‘Gamiﬁed’ HTML5 Rich Media ad

@rmanchee

Fact #2

apple
TRUMPS

android

@rmanchee

Mobile Rising Star

@rmanchee

Fact #3
more CTR

clicks
than your PC

@rmanchee

Repurposing for HTML 5

@rmanchee

Online. Mobile. Out of Home.
@rmanchee

Dual Screen Activities

@rmanchee

What are Tablet and SmartPhone Users doing while watching TV?

0% 15% 30% 45% 60%

Checking Email
60%

Surﬁng for unrelated info
46%

Visiting Social Networking site

42%
Checking sports scores
30%
Looking up info related to content

29%
Looking up content related to Ad
19%
Looking for coupon/deal related to Ad
13%

@rmanchee


25%
Consumers go online after seeing TV ad
@rmanchee

automatic
content recognition ACR

@rmanchee

115k
17+% WATCHED FULL 4 MIN VIDEO

2.34% CTR

@rmanchee

[ ]
ENGAGEMENT
EVERYWHERE

@rmanchee

standard ads
need a little
helping hand

@rmanchee

Take two

@rmanchee

Take two

70% @rmanchee

Measuring the difference

@rmanchee

5 Rules for Successful Rich Media

1. Content + Format Harmony
2. Seek Attention
3. Be Relevant
4. Make Them Dwell
5. Get Them Talking


1. Content + Format

Harmony
Get the message to consumers when
they are consuming content on a
related topic; they are more receptive
to a related brand message.


Location, Location

Location!
@rmanchee

2. Seek Attention

Hey You. Yeah you.
Grab the user’s attention through
engaging, eye-catching animation and
an inviting call to action.


3. Be Relevant

What you like because you like it.
Make sure you always deliver the best
message to the right consumer all the
time.


Dynamic Creative Optimization

• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables

@rmanchee


Smart Text 1

• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables

@rmanchee


Smart Text 1

• Copy
• Text attributes
• Images
• Video
• Sound
• Other variables

Smart Text 2

@rmanchee

Optimization Yields Amazing

90% Rotation 90% Rotation 90% Rotation 90% Rotation
Weeks 1 – 2
Week 3 Week 4 Week 5 Week 6
All Creative Running

@rmanchee

Optimization Yields Amazing

447%
IMPROVEMENT IN CTR

0.82% 90% Rotation 90% Rotation 90% Rotation 90% Rotation
Weeks 1 – 2
Week 3 Week 4 Week 5 Week 6
All Creative Running

0.15%
Regular Campaign Campaign w/ Smart Versioning @rmanchee

Smarter Retargeting Yields Record

@rmanchee

Smarter Retargeting Yields Record

1.5% RECORD CTR
INCREASE!
0.08% Before Smart Versioning w/ Smart Versioning @rmanchee

4. Make Them Dwell

Take your shoes off, stay a while.
Creating customized content for your
ads and enable interactivity.


5. Get Them Talking

Tell your friends. Tell the world.
Enable sharing and brand advocacy by
connecting to social channels. And
providing content that they would want
to share.


grass roots inﬁltration

word-of-mouth
is the most powerful form of

advertising
@rmanchee

5 Rules for Successful Rich Media

1. Content & Format Harmony
2. Seek Attention
3. Be Relevant
4. Make Them Dwell
5. Get Them Talking


not all who see

touch
not all who touch

click
@rmanchee

Thanks. Your turn

Ryan K Manchee Director of Innovation Strategy
rmanchee@dgit.com @rmanchee www.dgit.com


Demystifying the Evolution of Rich Media Metrics

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