The impact of rich media - Robert Pefanis at IAB Forum 2012
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Transcript of The impact of rich media - Robert Pefanis at IAB Forum 2012
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The Impact of Rich MediaRobert Pefanis
International Sales Director
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1. Multitude of
2. Data DrFrom Media Buying 3. Mark to Audience Buying!4. Facebook & the Social Data Layer 5. Automated Media Buying6. Creativity on Tech Steroids7. It gets contagious
Media Evolution!
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Rapid Changes in the Media Scene
1. Multitude of Touchpoints2. Data Driven Marketing3. Facebook & the Social Data Layer 4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious
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Poets vs. Engineers
We have to attract Users to spend time with our ads: the Creative element!It’s not only about Targeting, Delivering and Analysis: The Target Audience should engage! Dwell Time is crucial!
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30% what you see
50% what you see & hear
70-90% what you see, hear
& touch
You remember
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Ad Format Comparison Expandable Banners have the highest Dwell Time
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The Power of Video
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Brand Advertising Movie Opening Product Launches
Brand Advertising Movie Opening Product Launches
Rich Media Ads are a Favorite for:
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They are also proving to be a powerful channel for performance advertisers who want to increase traffic and sales.
TRAFFIC
SALES
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The study analyzed 24,000 creatives
More than 12 Billion impressions
Site visits were measured using landing page conversion tags
* Served in North America between July and December, 2011.
Rich Media effectiveness study
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Rich Media Boost Site Visits Three-fold; with Video, Six-foldSite Visits by Format
600%
500%
400%
300%
200%
100%
0%
Standard Banner Rich Media Rich Media with Video
x3
x6
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Branding: Rich Media Boosts Visits of Non-clicking Users Nearly Two-fold
Post-impression Site Traffic by Format
200%
160%
120%
80%
40%
0%
Standard Banner Rich Media Rich Media with Video
X1.7 X1.9
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Direct Response: Rich Media Boosts Post-click Site Traffic Four-fold, with Video, Nine-foldPost-click Site Traffic by Format
1000%
800%
600%
400%
200%
0%
Standard Banner Rich Media Rich Media with Video
X4
X9
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Dwell Rate & Conversion Rate
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1. Multitude of
2. Data Getting Users Engaged!
3. Data Layer 4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious
Successful Rich Media Cases
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More Rich Media Case Studies on http://creativezone.mediamind.com/Default.aspx