We are a Global Company

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2 *(Comscore) We are a Global Company Global Reach * Mill. UUs Mill. UUs 19M Canada 145m USA 7m Mexico 24M Brazil 28.5M UK 11.9M France 12.7M Spain 40.5M India 2.5M South Africa 12.3M Germany 51m MENA 1.6M Singapore 5.2M Malaysia 8M Australia 1.5M NZ 1.6M Hong Kong 12.8M Italia Mill. UUs 550 Mio. Unique User 22 Local Offices 700 FTE 80 Creative People Proprietary Technology and Unique Service 2 2

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4 How the attention economy changes how we think about online video advertising Six reasons you should care about this Why we should embrace measurement complexity 4

5 Tuned-in Effective Growing 75% of all internet users consume video online monthly* 50% avg. brand recall for online video, nearly 2X better than TV at 27%** 27% increase in ad spend estimated in 2014* *According to PWC (2014) ** IAB Online Video Study conducted by Nielsen (2012) 5

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8 *IAB definition of engagement 8

9 The deeper the 1 Humans are now the curators of their own 2 Capturing their attention 3 engagement, the more media experience is critical to success likely the positive user response 9

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11 With the glorious and infinite abundance of banality on the web, brands that can cut through the clutter and hold someone s attention will win. Dwell time will rise to top of the value chain and attention will become the new currency. Value will be measured on how long you [a brand] can literally hold a user s attention on a page. 11

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14 Industry Survey: How important do you believe the following features/activities of the creative is in driving consumer engagement? Consumer Survey: How important is each of the following in getting you interact with online ads? Presents information on a product or service Recognizable brand Aesthetically pleasing Ability to interact (click to play, sharable, Noticeable placement Video content Ad size Other 23.3% 52.3% 69.8% 45.1% 57.8% 43.3% 69.8% 36.1% 61.5% 34.1% 65.7% 33.8% 49.5% 34.9% 78.5% 76.9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Adage Brand engagement in the participation age

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16 93.6% of Hyper-Engagers 55.4% of Engagers say they interact with video to make purchase decisions sometimes or often AdAge Think with Google study, Feb

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18 Display video engagement unit vs. standard unit Moves brand influence from 16% to 49% Source: Nielsen Brand Effects study 2014 Favorability doubles to 34% Source: Microsoft Dwell on Branding study, 2012 Brand favorability 39% to 45% Brand consideration 29.2% to 37.5% Source: Exponential-Ford Nielson Study 2013 Post-view, increased dwell time 34% more brand search terms and 70% more likely to attract site visits Source: Microsoft Dwell on Branding study,

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20 Active Involvement (Likely to interact) 80% 60% 40% 80% +77% +64% +54% 60% 60% 40% 40% 20% 20% 20% 0% In-banner Video Illuminate (Display) 0% In-banner Video Interactive Preroll (In-stream) 0% In-banner Video Snackbar (Mobile Browser) Web Mobile Millward Brown finds that ads described in active positive terms are more likely to drive consumers to take action. 20

21 Active Positive (Average Response) In-banner Video Interactive Pre-roll (In-stream) Illuminate (Display) Unique Interesting Involving 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Millward Brown finds that unique and interesting ads that drive audience engagement are more likely to generate a positive user response. In-banner Video Snackbar (Mobile Browser) Unique Interesting Involving 0% 10% 20% 30% 40% 50% 60% 21

22 Distinctiveness (Average Brand Lift) 40% 40% 15% 30% +37% 30% +38% 12% 20% 20% 9% +225% 6% 10% 10% 3% 0% In-banner Video Illuminate (Display) 0% In-banner Video Interactive Preroll (In-stream) 0% In-banner Video Snackbar Web Mobile Millward Brown finds that differentiation within creative design can help drive persuasion metrics in-market. 22

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28 The IAB lists 30 measures to attributing value to engagement units in order to determine success. These are tracked by user surveys, third-party tracking and eye tracking, and follow-up analytics. Surveys Reporting and Eye Tracking Surveys and Social Analytics Awareness Gaze time Offline word of mouth Recall Gaze rate Searched for more information Change in Message Attribution Total interactions Display view through Change in Brand Awareness Interaction rate Social: read a brand post/viewed a video Purchase Intent Purchase Intent Liked a brand post/video Brand Consideration Brand Consideration Followed a brand Change in baseline brand perception Change in baseline brand favourability Change is baseline brand loyalty Change in baseline brand perception Interaction time Clicks, CTR. Taps, Swipes, video starts and completions Shared a brand post/video Recommended a brand 28

29 Video Teaser User Expansion Full-page Takeover 9,173,297 Streaming Video Impressions Total Active Attention: 1,020 hours.95% Expansion rate 128,536 Teaser Expansions.65% Engagement rate 59,652 Engagements 43.6 sec Average time spent 7.2% In-unit interaction rate 5.41% Post-engagement CTR to advertiser s site 29

30 Click-through Rate Average Time Spent Brand Lift 30

31 Values user engagement Drives creative solutions Helps avoid fraud Respects users Identifies customers Is supported by the right buying models and environments 31