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Banners, PopUps, Streaming and other Online Media Strategies
Presented by:
Susan BrattonCEO, Cendara, Inc.September 5, 2002Power of eMarketing
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Plan of Action
• Definitions and research• Technology and marketing vendors• Demos and Stats• Q&A
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Definitions – Ad Models
• Interstitials: an advertisement that appears in a separate browser window while you wait for a Web page to load
• Interactive Messaging Units (IMUs):larger ad units that enhance branding and deepen customer interaction with your products and services
• PopUp/PopUnder: separate browser window ad that launches over/under a Web page
• Streaming: larger file size delivered by a technology that streams small amounts of data over a period of time, to minimize download interruptions
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Definitions – Ad Tracking
• Cookies and Tags: a message given to a Web server to identify users and possibly prepare customized Web pages for them – one by one pixels that allow you to track
• Profiling: determine distinctive characteristics of a Web user
• Targeting: creating marketing offerings for specific markets
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Definitions – Media Strategies
• Sessions: multiple messages, usually episodic, delivered over multiple pages views on a single site.
• Road Blocks: placement of all ads on a single page by one advertiser to gain complete attention of viewer. Used often at sites on pages where banners and buttons have not been reformatted to larger ad units.
• Day Part: terminology taken from television, means buying “temporally” or by time of day.
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Research
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Jupiter Media Metrix Case StudyMore Sites Means More Reach
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More sites means more reach
News Finance Music
CNN Yahoo Finance MTV
MSNBC MSN Money Yahoo Music
Yahoo News CBS Marketwatch MP3.com
NYTimes Quicken MSN Music
Jupiter Media Metrix - 2001
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Number of Sites Advertised On
News Finance Music
One site only 1.88 1.42 1.39
Two of four sites 2.22 1.83 1.87
Three of four sites 2.46 2.08 2.16
Four of four sites 2.55 2.22 2.32
% Difference Between One and
Four Sites
36% 56% 67%
Average Audience Reached with a Four-Million Impression Ad Campaign
August 2001 – At home/work combined in the U.S.
Jupiter Media Metrix - 2001
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ComScore Case Study
Media Plan Evaluation(for leading travel company)
Comscore Networks 2002
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Allocating Ad Dollars
$3.7$4.9
$5.7$5.0
$7.0
$1.7
$1.6
$2.0$2.7
$2.4
$1.3
$1.2
$1.1$1.7
$1.3
$1.2
$0.9
$1.0
$1.1
$1.7
$0.6
$0.8
$0.7
$1.2
$0.7
$11.5
$12.5$13.3
$15.8
$17.0
$-
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
Q1 2001 Q2 2001 Q3 2001 Q4 2001 Q1 2002
Consumer Electronics
Office
Apparel & Accessories
Computer Hardware
Travel
TOTAL ONLINE SALES
Online Sales Grew Over the Past Year, Driven by the Travel Category
Comscore Networks 2002
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41%
15%
8%6% 5%
LYCOS
EXCITE
ALTAVISTA
AT&TWORLDNET
WEATHER.COM
Q4 2002 Ad Spending Top Sites
Allocating Ad Dollars Q4 Spending Focused on High Traffic Sites
Comscore Networks 2002
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131 130 143
193 207
291307 312
337371
LYCOS
EXCITE
ALTAVISTA
AT&T WORLDNET
WEATHER.C
OM
map
sonus.
com
sonyp
ictu
res.
com
super
pages
.com
foodtv
.com
ezsw
eeps.
com
Allocating Ad DollarsMany Smaller Sites Have a Higher Travel BPI*
*Buying Power Index
Comscore Networks 2002
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Travel BPI
Impressions (000's)
Cost based on "actual" ($2
CPM)
Weighted Impressions*
Effective CPM**
LYCOS 131 10,000 $20,000 13,100 $1.53EXCITE 130 10,000 $20,000 13,000 $1.54ALTAVISTA 143 10,000 $20,000 14,300 $1.40AT&T WORLDNET 193 10,000 $20,000 19,300 $1.04WEATHER.COM 207 10,000 $20,000 20,700 $0.97Total Actual 50,000 $100,000 80,400 $1.24
mapsonus.com 291 10,000 $20,000 29,100 $0.69sonypictures.com 307 10,000 $20,000 30,700 $0.65superpages.com 312 10,000 $20,000 31,200 $0.64foodtv.com 337 10,000 $20,000 33,700 $0.59ezsweeps.com 371 10,000 $20,000 37,100 $0.54
Total Proposed 50,000 $100,000 161,800 $0.62
Ad DollarsOther Sites May be More Cost Effective Due to Their Higher Travel BPI
*=(Impressions)(BPI/100)
**=Actual/Weighted Impressions
Comscore Networks 2002
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A Little About Broadband
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Broadband Research• Allocating The number of broadband subscribers in the United States
increased 14.2 percent in the third quarter of 2001 from the second quarter of 2001. In the second quarter, the number increased 14.9 percent from the first quarter, and it grew 25.8 percent in the first quarter from the fourth quarter of 2000
• In Stat predicts 46 million broadband subscribers worldwide by the end of 2002 (from 16 million at the beginning of the year).
• Jupiter Research predicts 35.1 million US broadband households by 2006
1. ARS Research 2002 2. In Stat, July 2002 3. Jupiter 2001
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Levers and Dials
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1. Click to web site 2. Click within3. Microsite4. Interstitial
Acquire Customers with Ad Models that Fit Campaign Objectives
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Acquire Customers with Ad Functionality that Fit Objectives
• Emotional brand advertising• Commerce• Product demonstrations and
presentation• New or complex product
information• Game play
• Coupons and sampling • Test market• Special offer/ sweepstakes• Cross-sell/upsell• Mass customization• Subscriptions• Live data feeds
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Target Up Front for Back End Impact
TARGETING DIMENSION LIFT• Contextual/Keyword 10x-15x
• Demographics 4x-6x• Age
GenderHH IncomePresence of Children
• Geographics 4x-6x• Technographics 4x-6x• Browser Type
ComputerConnection SpeedTime-of-Day
• Psychographics• Behavioral Preferences
Custom Profiles/ Intendor Models
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Communications Effectiveness Metrics
• Awareness• Comprehension• Persuasion• Likeability
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Online Advertising Delivers Results
• Consumers who remember online advertising are significantly (15%) more likely to express purchase interest in the brand
• Consumers who remember seeing online advertising have more positive associations with the brand – a 14% increase in positive dimensions associated with the brand
IPSOS-ASI - 2000
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Rich Media Gets Results
• Rich media ads averaged a 4.32% response rate – a 340% increase over typical banners
• 61% remembered the rich media ads versus 30% who viewed standard banners
Wired Digital Online Advertising Study March 1999
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Broadband Rich Media Gets Results
• Double interaction – “click through”• Increase recall by 34%• Increase comprehension and brand imagery by
30%• Increase likeability by 20%• >50% spent :30 - 5 min. within the ad
experience
IPSOS-ASI Rich Media I and II Studies for @Home Network 1999
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• 7 out of 10 find broadband advertisements to be “as good as or better than” television commercials
• 9 out of 10 find broadband advertisements to be “as good as or better than” print ads
IPSOS-ASI Rich Media I and II Studies for @Home Network 1999
Consumers Like Rich Media
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Why Consumers Like It
Product Understanding
Product Trust
Trusted Information
IPSOS-ASI Rich Media I and II Studies for @Home Network 1999
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Vendors
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Vendors – Rich Media
- Ad Interax – www.adinterax.com
- Bluestreak – www.bluestreak.com
- CheckM8 – www.checkm8.com
- Eyeblaster – www.eyeblaster.com
- Point Roll – www.pointroll.com
- Unicast (Enliven/Ad4Ever) – www.unicast.com
- United Virtualities – www.unitedvirtualities.com
- Viewpoint – www.viewpoint.com
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Vendors - Streaming
- Eyewonder – www.eyewonder.com
- iFilm – www.ifilm.com
- HiWire – www.hiwire.com
- Lightningcast – www.lightningcast.com
- Microsoft Windows – www.windowsmedia.com
- Real Networks – www.real.com
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Vendors – Media Strategies
- Atlas DMT – www.atlasdmt.com
- Centrport – www.centrport.com
- DoubleClick – www.doubleclick.net
- Media Port – www.mediaport.com
- WebRF – www.imsusa.com
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Demos
Ad4Ever
Ad4Ever
IMU’s
Eyewonder
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Eyewonder and Diet Coke
Objective: Multi platform campaign to strengthen new Diet Coke positioning as a fun and playful beverage for fun playful adults
Considerations: Ability to deliver video impressions online was very valuable in accomplishing complete synergy of messaging across all platforms – cost effectiveness of using same video important also
Action: Delivered 25M impressions in one week across 11 properties – 2 time frequency cap
Results: - The ads reached approx. 12.5 million unique users in 5 days- 8% of users watched entire :30 spot and replayed- 90% of users watched the entire :30 spot and did not turn
audio off or leave page - 4.5% of users hit "zoom" and expanded the video
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CNet’s Messaging Plus (MPU) Stats
• Specifically, 48% of respondents remembered seeing the MPU after viewing it only once
• The words ‘eyecatching’(51%), ‘interesting’ (45%) and ‘intriguing’ (35%) were most often used to describe MPUs
• Unaided brand awareness increased over 74% versus the control group
• of the MPU, users were more likely to associate the advertised brand with the specific category being advertised
CNET/Millward Brown - 2002
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Q&A
Thank you
Susan BrattonCEO, Cendara, Inc.
650-948-0500Susan@cendara.com