5 sites 10 ads 10.16.13
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Transcript of 5 sites 10 ads 10.16.13
Viewability does not equal being SEEN.Sticky September 2013
Viewable does not equal being SEEN
High volatility in ads SEEN across
100% viewable ad placements (IAB standard).
Viewability SEEN
%
Ten different brands across 5 different sites (2 ads per site)
yardbarker.com
instyle.com
washingtonpost.com
realestate.com
weather.com
Viewability is not a good proxy for SEEN
Instyle.com was weakest with only
10% seeing the ad!
Placement A
Placement B
Placement A
Placement B
Placement A
Placement B
Placement A
Placement B
Placement A
Placement B
Washingtonpost.comwas strongest with 51% seeing the ad.
All ads were 100% viewable (IAB standard).
Only 14% of the Impressions were Seen by Consumers*
42013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
*Comscore data says 54% of all impressions are technically impossible to see. WSJ, June 11, 2013
Time inscreen does not mean time SEEN
The time during which the ad is
looked at, turns out to be just a fraction of the time it was
in screen.
yardbarker.com
instyle.com
washingtonpost.com
realestate.com
weather.com
Average time seen ranges from 2.7 seconds to 1.5 seconds
62013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
Washington Post ad seen 2.7
seconds
Yardbarker ad seen for 1.5 seconds
Optimize your media plan with SEEN data. It’s simple.
72013 © Sticky, Inc. All Rights Reserved. Confidential and Proprietary
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ImpactTime on ad
Cos
t to
be
seen
KEY AD PERFORMANCE DATA
SEEN Impressions Total Impact Cost to be SEEN
TRACKING
Tracking starts when the campaign goes live.
Sticky’s technology captures where consumers look as they browse the sites.
IDENTIFY
Performance matrix benchmark all ads to identify cost efficient ads with high impact for increased digital ROI.
Cost to be SEEN vs. Impact
OPTIMIZE
Increased # of SEEN Impressions Increased Impact New and Old Cost to be SEEN Change in Budget