Post on 22-Nov-2014
description
* Exposure to these formats not always mutually exclusive due to sample sizes
Background and Methodology
•Three new online display formats • Billboard* (970 x 250)• Wall Paper* (custom)• Half page (300 x 600)
•Three established online display formats• MPU (300 x 250)• Banner (728 x 90)• Skyscraper (160 x 600)
•Retrospective analysis of global campaigns in 2010 & 2011 using Dynamic Logic MarketNorms® data
Background and Methodology
•Performance of formats across five key brand metrics
• Aided Brand Awareness• Online Ad Awareness• Message Association• Brand Favourability• Purchase Intent
•Based on • 910,762 respondents from 15 countries including UK,
USA, Europe, South America and Australasia • 940 campaigns measured• 18,724 unique combinations of creative and website use
SalesFunnel
Average uplifts of exposed (vs control) groups
Did
the
y se
e th
e ad
vert
isin
g ca
mpa
ign?
YES
NO
Exposed Group
Control Group
Both groupscomplete survey about attitudes to brand and advertising campaign Control Exposed
0%
5%
10%
15%
20%
25%
30%
35%
Percentage Points uplift between Control & Exposed Groups
+ 10%
Formats analysed
Wall Paper
Billboard
Hal
f P
age
MPU
Banner
Sky
scra
per
8 April 2023iabuk.net/contact
Billboard
iabuk.net/contact
8 April 2023iabuk.net/contact
Half Page
8 April 2023iabuk.net/contact
Wall Paper
8 April 2023iabuk.net/contact
Results
Aided Brand Awareness0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Billboard Wallpaper Half Page MPU Skyscraper Banner
Wallpaper shows the greatest uplift in Brand Awareness
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
Upl
ift a
mon
gst
tho
se e
xpos
ed t
o…
Q: Have you heard of the following brand?
Online Ad Awareness0%2%4%6%8%
10%12%14%16%18%
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard dramatically out performs all formats for Ad Awareness
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
Upl
ift a
mon
gst
tho
se e
xpos
ed t
o…
Q: Have you seen the following brand advertised online in the past 30 days?
Message Association0%
1%
2%
3%
4%
5%
6%
Wallpaper Half Page MPU Skyscraper Banner
Wallpaper offers greatest uplifts in Message Association
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
Upl
ift a
mon
gst
tho
se e
xpos
ed t
o…
Q: Which of the following brands, if any, uses the following message in its advertising?
Brand Favorability-2%
-1%
0%
1%
2%
3%
Billboard Wallpaper Half Page MPU Skyscraper Banner
Billboard most positive in driving Brand Favourability
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
Upl
ift a
mon
gst
tho
se e
xpos
ed t
o…
Q: How would you describe your overall opinion of the following brand?
Purchase Intent-2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
Wallpaper Half Page MPU Skyscraper Banner
Skyscraper (followed by Wallpaper) best for Purchase Intent
Upl
ift a
mon
gst
tho
se e
xpos
ed t
o…
Q: How likely are you to purchase the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
The best performing formats
Brand metric Best performing format
Uplift of best
format
Next best performing
format
Average uplift of traditional
formats
Aided Brand Awareness Wallpaper 2.1% 1.6% 1.1%
Online Ad Awareness Billboard 16.6% 5.2% 1.8%
Message Association Wallpaper 5.2% 1.0% 0.7%
Brand Favorability Billboard 2.5% 1.3% 0.7%
Purchase Intent Skyscraper 1.4% 1.1% 0.7%
Summary
•Global analysis of 940 campaigns
•New larger display formats out-perform existing formats across four key brand metrics
•Billboards offer three times better Ad Awareness levels and double the level of Brand Favourability uplift than next best performing format
•Wallpaper offers five times the level of Message Association than the next best format and the highest levels of Brand Awareness
Recommendations
•Larger formats perform particularly well at the start of the purchase funnel – campaigns should be planned accordingly
•Creative needs to be considered carefully when using wallpaper and home page take over ads as these can have a polarising effect on users
•When driving awareness (e.g. for new brands) new larger formats can play an invaluable role