creative advertising insights: comscore admetrix

Creative Advertising Insights from comScore Ad Metrix

They Said What!?

John Triggs, Senior Product Manager, Advertising Solutions

Tuesday, July 21, 2009

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2© comScore, Inc. Proprietary and Confidential.

Recent Research Study Conducted by OPA and comScore

Analyzed:

Assessed 80 big branding

campaigns across 200 of

highest trafficked sites

Measured:

Searches conducted related to advertisers’ brands

Site visitationtraffic driven to advertisers’ site

Consumer spendinge-commerce transactions related

to advertisers’ brands

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For more information: http://www.online-publishers.org/media/1059_W_TheSilentClick_OPA.pdf

“Marketers recognize that consumers are spending

nearly 40% of their media time online, making it an

ideal place to deliver their brand messages."

- Pam Horan, President of Online Publishers Association

http://www.online-publishers.org/media/1059_W_TheSilentClick_OPA.pdf




“The Silent Click” Study Results:

Consumers exposed to display ads … more engaged, spend more

Study Results:

1 of 5 conduct related searches and 1 of 3 visit the brands’ sites

Spent > 50% more time than average visitor on sites & consumed more pages

Spent 10% more money online overall, and …

significantly more on product categories related to the advertised brands

Higher income audiences visited the advertisers sites

What This Means:

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“Remember why you’re advertising…You are not advertising for clicks…What you’re

advertising for is to sell me stuff or change perception, and that’s what we need to be

measuring against.”

– Carrie Frolich, Managing Director Digital, Mediaedge: cia


Ingredients to Building Brands Online Through Display Advertising

Research, Research, Research

– Know where to sell your ads

– Understand core audience of various sites

Creative Design

– Create ads that fit into the web pages on which they’re placed

– Monitor and optimize your designs by site

Effective Copy

– Catch the viewer's attention with a creative ideas and well-written words

– Offer strong call-to-action

Solid Landing Page

– Have a great website to complement your great product

– Make sure you convert customers who land on your site after clicking the ad

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Access to great research & competitive insights can help you accomplish your goals.


Today’s Agenda

“The Silent Click” – Building Brands Online Study

Ingredients to Building Brands Online Through Display Advertising

Display Advertising Case Studies (May 2009)

– Summer Blockbuster Movies

– Allergy Medications

– Retail Home & Garden


Ad Metrix Features & Highlights

Questions?

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Case Study #1 – Summer Blockbuster Movies

Movie advertisers advertise online to raise brand

awareness and build loyal communities….


Summer Movies – May Display Advertising Results

Source: comScore Ad Metrix, May 2009

Top 5 Movies

Next 5 Movies


Summer Movies – Does Online Advertising Yield Box Office Success?

Top 5 Movies YTD $

Angels & Demons $132 M

Drag Me To Hell $42 M

Star Trek $253 M

Night At The Museum 2 $172 M

The Hangover $236 M

Total $835 M

Next 5 Movies YTD $

Terminator Salvation $124 M

Land of the Lost $49 M

Imagine That $15M

Ghosts of Girlfriends Past $55 M

Dance Flick $26 M

Total $269 M

How much of a factor was

online display advertising in this

$566 M box office difference?

Conclusion:

Movie studios are clearly using

display advertising to build their

brands within the online community.

Source: BoxOfficeMojo.com, July 21, 2009


Summer Movies – Star Trek Advertising Summary

May Advertising Summary:

208 different advertising creative (i.e. different sizes, formats, calls to action, etc.)

Almost entirely Flash-based(showing clips from movie & quotes from

critics)

Ran across 78 top publishers(MySpace, Yahoo! Movies, MovieTickets.com,

Fandango, Cartoon Network, ESPN, YouTube)

Super Bowl

Release Month


Summer Movies – May Advertising Summary

Over 50 films and DVDs advertised display ads online in May

Advertised over 300 major publishers (across over 1,300 segments or channels)

Top 5 publishers where movies advertised on:


Top 5 Publishers % Impressions

YouTube.com 22.5%

MySpace 15.5%

Fox Sports 6.7%

Fandango 2.0%

Yahoo! Movies 1.7%

Total # Movie Ad Impressions 608 M


Case Study #2 – Allergy Medications

April showers bring May flowers…

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… and seasonal allergies.

Perfect time to

promote brands

and sell products.


0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Dec Jan Feb Mar Apr May

To

tal D

isp

lay A

d I

mp

ressio

ns (

in 0

00s)

Monthly Display Advertising Volume (US)

Zyrtec

Claritin

Benadryl

Nasonex

Xyzal

Allergy Medications - Advertising Trends

Display advertising trend among five allergy drug products in last 6 months:

Allergy manufacturers

increased advertising in

Spring (allergy season)

Over 25% of US Internet users

exposed to online allergy drug

display ads in May


Allergy Medications – Where Are They Advertising Online?

Top 5 websites (May 2009) where allergy drug companies place most of their

display ads to reach mass audiences:

Zyrtec Claritin Benadryl Nasonex Xyzal

Univision.com Yahoo! Sites Yahoo! Sites Facebook WeatherBug

AOL LLC WeatherBug AOL LLC AOL LLC Microsoft Sites

Yahoo! Sites Viacom Digital The Weather Channel Yahoo! Sites Everyday Health

AccuWeather Sites Disney Online WebMD Health Fox Interactive Media Wunderground.com

The Weather Channel The Weather Channel Fox Interactive Media Microsoft Sites CNN

Common websites:



(128 days: Jan 22 – May 30)

(90 days: Mar 01 – May 30)

(102 days: Feb 17 – May 30)

(54 days: Apr 6 – May 30)

Prescription

Medication

Prescription

Medication

Get Pollen

Alert Widget

Works faster

than Claritin

Non-drowsy

Liquid Power

Allergy Medications – Catching the Viewer’s Attention

Actual advertising creatives & key messages of five allergy drug products:

(52 days: Apr 08 – May 30)


Call to Action Ads

Claritin – 10 Free Days

Zyrtec – Free Allergy Forecast

Benadryl – Learn More

Nasonex - $10 savings

Allergy Medications – Calls-to-Action


Case Study #3 – Retail Home & Garden Category

Retailers advertise products for popular summer activities …

… grilling, painting, lawn mowing, gardening, entertaining


Retailers more heavily promote ―outside-the-home‖

products in summer months


Retail Home & Garden - Top Lowe’s Display Ad, Memorial Day

Creative Details: 728x90 leaderboard, generic flash, May 20-26, 2009



Retail Home & Garden – Convert Customers with Solid Landing Page

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Click above display ad to land on destination page below



The Internet is an ideal place to build brands

– ―The Silent Click‖ – display ad impact on user engagement & online spend

– Motion pictures – correlation between box office success and online presence

Many different industries utilize the online channel & display advertising

for brand building

– Media & Entertainment Movies

– Health Drugs & Medications Allergy Medications

– Retail Home & Garden

Know what your competitors are doing

– Drug manufacturers use variety ―call to action‖ strategies to sell products

Identify the right times to expand or reduce display advertising

– Allergy drug manufacturers – allergy season

– Movie advertisers – Super Bowl, movie release month

– Home & garden retailers – spring & summer

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Find the right places to promote your products

– Allergy medications – weather sites

– Movies – YouTube, MySpace, Fandango

Get creative

– Benadryl – Pollen Alert Widget; Zyrtec – free allergy forecast

– Star Trek – Super Bowl, movie clips

Don’t forget the calls to action

– Claritin - 10 free days; Nasonex - $10 savings

– Lowe's - Buy one get one free, mail-in rebate

– Star Trek - Click to get tickets & showtimes

Convert the customers you attract with your display ads

– Lowe’s Outdoor Living landing page

Enhance Your Outdoor Space (weekend projects)

Get Inspired! (weekend play)

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Ad Metrix – A Comprehensive View of Online Advertising Landscape

For Agencies and Advertisers

Understand where your competitors’ are advertising

Gain insight into actual display ads and creative messages used in

competitors’ campaigns down to the product level

Evaluate display advertising strategies using sophisticated metrics

Optimize advertising placement strategies by understanding ad clutter

demographics and GRP metrics on specific publisher sites

For Publishers

Identify which companies advertise with your competitors but not with you

Understand how well you perform relative to your competition

Learn how your website performs relative to your competition on key

advertising metrics, such as ad clutter, exposed UVs, demos and more

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Ad Metrix Highlights

Precise.

Uses patented proprietary tracking technology to identify the specific person

within the household who sees each advertisement.

Comprehensive.

Tracks all ads delivered to a panelist’s browser—static, dynamic, rich media, ads

in widgets and ads behind secure pages.

Granular.

Offers visibility into category, company and brand level advertisements and

provides details on creative messages used in specific campaigns.

Insightful.

Includes the full range of advertising metrics, such as expenditures, category

share, ad clutter, exposed unique visitors, frequency, reach, GRPs and

publisher-level demographics.

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Questions?

Thank you!

Feel free to email John Triggs at: [email protected]

For more information on Ad Metrix, please visit:

http://comscore.com/Products_Services/Product_Index/Ad_Metrix/

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mailto:[email protected]

http://comscore.com/Products_Services/Product_Index/Ad_Metrix/

creative advertising insights: comscore admetrix

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