Upload
innity
View
58
Download
3
Embed Size (px)
Citation preview
© 2016 Innity Group. All Rights Reserved.
Are we measuring it right?It all began with a question
© 2016 Innity Group. All Rights Reserved.
CTR as a measurement of effectiveness for a campaignThe first banner ever produced in 1994 had a click-through rate of 44% but now the average display ad CTR is at 0.17% (according to http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/)
Why it’s important: Why it’s not important:CTR certainly gives you a broad view of how well your ad attracts visitors. There’s a wide range of acceptable rates given your industry but it’s the most telling when your rates are extraordinarily low, or high.
Doesn’t necessarily mean a conversion
Gives a base of visitors who will potentially convert
Does not tell you the quality of your visitor
Impacts QS > which impacts CPC > impacts ROI
Can include malicious or bad clicks
Helps gauge success relative to competitors and between campaigns
Impressions are not necessarily acknowledged by users, meaning these values are a bit arbitrary.
Aids in evaluating ad creative & copy, specifically the call to action
CTR is based off other variables as well, including position, bid, and competition.
© 2016 Innity Group. All Rights Reserved.
There are several reasons why CTRs are not the appropriate measure of display advertising’s effectiveness.
Perhaps most notably is the fact that the majority of Internet users do not click on display ads, and the percentage of users who do is continuing to decrease over time.
Joe Nguyen, Senior Vice President, APAC - comScore, Inc., Moving Beyond the Click – How Digital Advertising (Should) Work.
18th November 2010
“
”
© 2016 Innity Group. All Rights Reserved.
Moving beyond the click. Towards Brand ExperienceIntroducing the Cost Per Engagement (CPE) and Lightbox Ad
AD3-2-1
Attract & Invite1
Ensure Genuine Interest2
BRANDEXPERIENCE
ENGAGE3 Drive TrafficTo Advertisers4
© 2016 Innity Group. All Rights Reserved.
Evolution of the Lightbox Ad
2011Lightbox Ad
enlarged from 640x400 ->
900x500
2009Innity
introduced CPE and
Lightbox Ad
2010Added Alert Box to help
increase CTR
2012Introduced
Dynamic Tile-based Design Lightbox Ad to increase time
dwell on different tabs
WidgetAdded system
generated widget page for FB Like
button
2013Introduced 7
levels of Engagement with a newer
tile-based Lightbox Ad
layout
ExtendIntroduced
FB Page Extension for Lightbox Ad
RAN THE FIRST HTML
LIGHTBOX AD
Video Focus
Introduced
Lightbox Video
2014Introduced
Social Lightbox
2015Discontinued Flash Lightbox
Ad
2016Responsive Lightbox Ad
© 2016 Innity Group. All Rights Reserved.
2009 : Innity Introduced CPE and Lightbox Ad
© 2016 Innity Group. All Rights Reserved.
2010 : Added Alert Box
© 2016 Innity Group. All Rights Reserved.
2011 : Enlarged the Lightbox Ad Dimension
© 2016 Innity Group. All Rights Reserved.
2012 : System Generated Widget Page for FB Like Button
© 2016 Innity Group. All Rights Reserved.
2012 : Introduced Dynamic Tile-based Design
© 2016 Innity Group. All Rights Reserved.
2013 : Extend Lightbox Content to FB Page
© 2016 Innity Group. All Rights Reserved.
2013 : Launched Video Focused Content - Lightbox Video
© 2016 Innity Group. All Rights Reserved.
2013 : Ran The First HTML Lightbox Ad
© 2016 Innity Group. All Rights Reserved.
2014 : Introduced the Social Lightbox
© 2016 Innity Group. All Rights Reserved.
2016 : Responsive Lightbox Ad Engage Everywhere
3Click to start instantly
2Click to start instantly
1Click to start instantly
Highlights: #genuine-engagement #full-screen #rich-content #responsive
© 2016 Innity Group. All Rights Reserved.
Lightbox Ad – Anatomy of a perfect bannerDriving value at every stage
Awareness
Consideration
Favorability
Action Sharin
g
BRAND
ENGAGEMENT
LOOP
© 2016 Innity Group. All Rights Reserved.
A Standard DefinedNo matter if it’s branding, integration, user experience functionality or reach, the Lightbox Ad fulfils all requirements.
Standards
Publishers Advertisers
Audience Technologies
Adoption
Branding:Offer a larger focused
canvas for creative content plus
guaranteed genuine audience.
Integration:Capitalizing on existing remnant inventory while retaining the audience of our publishers.
Functionality:Rich media capabilities optimized towards user experience with tracking to measure beyond CTR.
Reach:Using standard ad inventory across our network of publishers.
User Experience:Serve to invite
rather than interrupt while
offering the latest in
rich media experience.
© 2016 Innity Group. All Rights Reserved.
thank you!For further information,email us at [email protected]