The Mobile Scroller Ad Concept - IAB Italia Mobile Scroller Ad Concept: Finding the balance between...
Transcript of The Mobile Scroller Ad Concept - IAB Italia Mobile Scroller Ad Concept: Finding the balance between...
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The Mobile Scroller Ad Concept: Finding the balance between attention and intrusion
About this report
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Mobile advertising today is challenged by both the threat of ad blocking, and the simple tendency of
audiences today to ignore traditional mobile banner ad formats. Therefore, advertisers are
challenged to identify and utilize formats that capture audience attention, while avoiding perceptions
of being intrusive or overbearing.
To that end, the Interactive Advertising Bureau (IAB), Celtra, PadSquad and Millward Brown Digital
have partnered to test the efficacy and audience perception of a “scroller,” an emerging ad concept
in mobile advertising.
IAB is not promoting scrollers as a new standard ad unit. And they emphasize the need for all new
or innovative ad concepts to respect user experience concerns, specifically by following the IAB’s
LEAN principles. But IAB does want to encourage ad innovation, and testing of new, user-friendly,
mobile-optimized ad concepts.
The mobile advertising landscape
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At least 419 million people — that’s 22% of the world’s 1.9B smartphone users — are blocking ads on the mobile web,1 and in-app ads can now be blocked1
Nonetheless, as mobile usage continues to increase2, mobile advertising remains on the rise and will reach over $100 billion dollars in 20163
Although mobile display advertising has historically outperformed desktop4, advertisers continue to seek out ad concepts that garner audience attention while not disrupting the user’s experience, for example by blocking content. Buyers and sellers alike seek creative concepts that audiences find tolerable, or even appealing
Accordingly, it’s essential that advertisers continue to explore ad concepts that balance attention and receptivity
Source: 1) FairView, May 30, 2016; 2) Millward Brown “AdReaction: Video Creative
in a Digital World” 2015; 3)eMarketer; 4) Millward Brown Digital MarketNorms®
Research Background
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The IAB, Celtra, and PadSquad wanted to understand how a specific, innovative mobile ad concept performed relative to baseline, widely used, mobile expandable banners.
This concept is what the IAB calls a “scroller,” characterized by an ad unit that appears as a window onto a creative execution that reveals itself as the user scrolls up and down in a content feed.
IAB considers new ad concepts relative to its LEAN ad principles. The scroller performs well in this regard. It was a smaller file size than the expandable banner format it was compared with. Scrollers can be served encrypted and ad-choices supported. And as an in-feed unit, the ad never blocks content, and the viewer has full control of scrolling the ad onto and off of the screen, so it is non-invasive. Moreover, the strong performance of the ad in the test reinforces that consumers did not view it as invasive.
Celtra’s interscroller format was used as the scroller concept in this test. Padsquadcreated the actual ad tested, which was for Schick Hydro razors. We compared the scroller against a 320x50 expandable mobile banner to assess audience reception of the concept as well as its effectiveness.
Research Methodology
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Millward Brown Digital leveraged a two cell methodology to compare the creative executions.
Respondents were randomly shown one of the formats on their mobile device before taking the survey.
Results were compared to determine if the scroller outperformed the expandable banner unit.
Have
Heard
Have Not
Heard
Brand A
Brand B
Brand C
+4.5
Awareness
+1.3
Intent
Exposed to Expandable
Banner
Respondents surveyed simultaneously with same survey
during ad campaign
Scroller compared to banner baseline to determine media effect
Recruitment Dates Overall Sample Size
3/24/2016 – 3/31/2016 Expandable Banner n= 256; Scroller n= 251
Exposed to Scroller
Advertising Effectiveness Results:How the scroller performed
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Summary of Findings
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Overall, the scroller succeeded in boosting awareness, ad recall, and purchase intent by statistically significant margins. Brand favorability and message association increased too, but not statistically significantly. Thus the new concept outperformed the standard expandable banner format in nearly every category.
Respondents viewed the new scroller as less invasive than the control ad placement, even as it reveals itself to be just as large as an expandable banner unit.
The fully-revealed scroller highlights interactive elements that often remain hidden by banner units that are not expanded by viewers. By politely introducing rich brand experiences, the scroller increases purchase intent conversion.
Younger audiences and males are the most receptive to the scroller. Audiences 18-34 most enjoyed the ad and appreciated the ad reveal. Males rated the ad very favorably on measures of creative quality.
30%37%
42% 46%55%56%A
46%A 47% 51%
63%A
Aided Category Awareness Mobile Ad Awareness Message Association Brand Favorability Purchase Intent
Expandable Banner (n=256) Scroller (n=251)
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Mobile audiences are receptive and pay attention to the scroller concept
The largest significant increases were in Aided Brand Awareness and Purchase Intent
Overall Audience Brand Metrics
+9.5 +4.4 +4.5 +8.3+25.7
Source: Millward Brown Digital IAB Mobile Scroller Study
A indicates statistically higher performance at the 90% confidence level
32%42% 46% 50%
69%
45%A 54%A 57% A67% A
77%A
Enjoyment Standard Branding Stop and Look Ad Distinctiveness Ad Relevance
Expandable Banner (n=256) Scroller (n=251)
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The scroller outperforms the expandable banner on all creative diagnostic measures
Audiences found the scroller to be distinctive, enjoyable, well branded, attention grabbing and relevant.
Source: Millward Brown Digital IAB Mobile Scroller Study
A indicates statistically higher performance at the 90% confidence level
Overall Creative Diagnostic Metrics
+12.0 +10.9 +16.9 +7.8+13.4
Enjoyment - Thinking about the ad you just saw, how much did you enjoy seeing the Schick ad on your mobile device? –Top 2 Boxes (T2B)
Standard branding - Which one of these phrases applies to this ad? T2B
Stop and look - If you came across an ad like the Schick ad you just saw, would it make you want to stop what you’re doing and look at it? T2B
Ad Distinctiveness - How different is the Schick ad you just saw from other types of advertising that you have seen on your smartphone? T2B
Ad Relevance - If you were buying a new razor, how relevant would the points made in the ad be to you? T2B
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Audiences were impressed by how the scroller reveals itself
The scroller success is explained by how it is revealed and by how it highlights interactive features.
Source: Millward Brown Digital IAB Mobile Scroller Study
A indicates statistically higher performance at the 90% confidence level
Which of the following characteristics about the ad did you enjoy?
Creative Features
16%
35%A
The method by which the ad revealed itself
Expandable Banner (n=256)
11%
20%A
The tap to flip/product rotation feature
Scroller (n=251)
+19.1+9.4
46%
26%
65%A
35%A
18-34 Year Olds 35+ Year Olds
Expandable Banner (n=74; n=182)
Scroller (n=85, n=166)
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Younger users were particularly likely to express enjoyment of the ad, and to appreciate how the polite Scroll revealed itself
Results among millennials show that they appreciate the uniqueness of the scroller concept and believe that it is more enjoyable.
15% 17%
44%A
31%A
18-34 Year Olds 35+ Year Olds
Expandable Banner (n=74; n=182)
Scroller (n=85, n=166)
CREATIVE METRICS: ENJOYMENT CREATIVE ATTRIBUTES: METHOD IN WHICH AD
REVEALED ITSELF
Source: Millward Brown Digital IAB Mobile Scroller Study
A indicates statistically higher performance at the 90% confidence level
+18.8 +9.1
+28.7 +14.3
37%43% 45%
51%
68%55%A
60%A 63% A74% A
82%A
Enjoyment Standard Branding Stop and Look Ad Distinctiveness Ad Relevance
Expandable Banner (n=131) Scroller (n=126)
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The scroller performed particularly strongly with males
Double digit increases across all of the creative metrics indicate that males were especially favorable towards the new concept.
Source: Millward Brown Digital IAB Mobile Scroller Study
A indicates statistically higher performance at the 90% confidence level
Overall Creative Diagnostic Metrics - Males
+17.6 +18.5 +22.7 +13.8+18.1
Enjoyment - Thinking about the ad you just saw, how much did you enjoy seeing the Schick ad on your mobile device? –Top 2 Boxes (T2B)
Standard branding - Which one of these phrases applies to this ad? T2B
Stop and look - If you came across an ad like the Schick ad you just saw, would it make you want to stop what you’re doing and look at it? T2B
Ad Distinctiveness - How different is the Schick ad you just saw from other types of advertising that you have seen on your smartphone? T2B
Ad Relevance - If you were buying a new razor, how relevant would the points made in the ad be to you? T2B
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Non-Schick users drove particularly large increases when considering creative metrics
Schick users have higher baselines across the board, making it more difficult for the scroller to move the needle on results.
53%
63% 64% 63%
87%
63%69% 71%
77%A
86%
Enjoyment StandardBranding
Stop and Look AdDistinctiveness
Ad Relevance
Expandable Banner (n=98) Scroller (n=90)
31%
39%45%
49%
67%
44%A
54%A57%A
67%A
76%A
Enjoyment StandardBranding
Stop and Look AdDistinctiveness
Ad Relevance
Expandable Banner (n=227) Scroller (n=220)
BRAND USAGE - SCHICK : CREATIVE METRICS BRAND USAGE - NON-SCHICK USERS (GROUPED):
CREATIVE METRICS
+14.4 +12.3 +17.9 +8.9+13.3
Source: Millward Brown Digital IAB Mobile Scroller Study
A indicates statistically higher performance at the 90% confidence level
+10.3 +5.6 +6.8 +11.4 -1.2
See Slide 12 for explanations of tested questions.
Conclusions on the Mobile Scroller Concept
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Mobile video may need additional branding
Emerging ad concepts that balance a high degree of interactivity with a less heavy and intrusive user experience can offer advertisers a means to effectively communicate on mobile.
The scroller offers a natural and easy means to dispel the ad via scrolling/swiping, and it is delivered inline so it does not block content, which helped it resonate with consumers.
The scroller scored well across all measures of brand effectiveness
Across all creative measures, audiences favored the creative quality of the scroller
Audiences appreciated the scroller’s interactivity and product reveal