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Infotmative clients pitch about Google ad like Enagagement ads.
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Attention is a scarce resource. Branding is the experience marketers create to win that attention. “ -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush
On average, each person is exposed to
advertising messages per day
5000
12HRS The amount of time consumers spend consuming media every day, including MEDIA MULTI-TASKING
Each brand fights for undivided attention
How many of these brands or messages will they actually pay attention to and remember?
14% of consumers remember the last display ad they saw
2.8% thought the ad was relevant to them
Source: Infolinks, Dec 2012
Three things.
Create engaging, lean forward experience for consumers Talk to consumers who want to listen to you Reach consumers at the right moments
1 2 3
Create engaging, lean forward experience for consumers 1
Talk to consumers and not at them Talking at consumers
PASSIVE Consumption
You haven’t got their full attention
Talking to consumersACTIVE Consumption
Get their full attention with ads they have to ENGAGE with
Consumers are spending more time with ads requiring active consumption
2010 2011 2012 2013 1
3
5
7
9
Seco
nds
Source: Display Benchmarks, DoubleClick Rich Media Gallery, October 2010 –April 2013
Interaction time with expandable ads (UK)
Create a Lean-in experience
Interact with new audiences, through
rich, captivating brand messages
With Engagement Ads
Providing a lean-in, engaging experience for consumers drove great results for Oxfam
*Compared to a fixed rate card engagement provider in a head to head test
7.3M reached via Google CPE
(Oxfam only paid for 129k deep engagements)
52% LOWERCPE*
13% HIGHER -- Alison Price, Digital Acquisition manager, Oxfam ENGAGEMENT* RATES
Three things.
3 2 Talk to consumers who want to listen to you
1 Create engaging, lean forward experience for consumers 1
TRADITIONAL MEDIA ENGAGEMENT ADS
Talk to consumers who want to listen to you
• One size fits all message • Tailored, relevant messaging
• No clarity as to who your message has engaged • Clear engagement metrics
• Pay for ad to be shown, regardless of who actually engages • Pay ONLY for those who engage with your ad
Most accidental expansions happen in the first two
seconds of hovering
Source: Google Internal Data, August 2012
Number of Abandoned Hovers by Time
Ensure meaningful engagement with a two-second hover delay
A two-second hover delay qualifies user engagement and eliminates nearly all accidental expansion
FIRST 2 SECONDS AFTER 2 SECONDS
Grow engagement rateFind new users ready to consume your brand message
Speak to the people most likely to engage
Save timeYour campaign is automatically managed and optimized
Explore sitesAccess new, quality inventory at scale
Efficient campaigns High engagement rates yield major efficiency
Using our auto-optimization tool
Three things.
2 Talk to consumers who want to listen to you
1 Create engaging, lean forward experience for consumers 1
3 Reach consumers at the right moments
Key moments missed with typical ‘branding’ model
BRANDING [PUSH]
DIRECT RESPONSE [PULL]
PURCHASE DECISION JOURNEY
1. Inspiration
2. Research 5. Lo
yalty
• TV • Online Video • Sponsorships • CPM Reserve Display
• CPC Display • Search
MISSED OPPORTUNITY
Engage your audience and prompt them to act
2. Research With engagement ads, your audience is truly OPTING IN and interacting with your brand
ENGAGE passive viewers during their purchase journey by blending PUSH + PULL messaging to secure your spot in the consideration set
THE BEST OF BOTH WORLDS
+PUSH Passive consumption
Early in purchase journey
Active consumption Late in purchase journey
MESSAGING PULL MESSAGING
Samsung ran a Livestream directly
from a Lightbox ad for the unpacking
of their Galaxy S4 smartphone.
GREAT FOR A PRODUCT LAUNCH
Millions of views of livestream
Hundreds of 000’s of views in the Lightbox Engagement ad
Use inspiring or useful content to connect with consumers during the engage phase
STANDARD LIGHTBOX
Use inspiring and useful content to connect with consumers during the engage phase
Hover over a standard size ad for 2 seconds, and the Lightbox ad expands to a huge, customizable, canvas – at great way to show them your video content.
CATALOG LIGHTBOX
Use inspiring and useful content to connect with consumers during the engage phase
Catalog Lightbox expands full-screen to showcase a Google catalog that users can interact with. Hover over a static ad for 2 seconds to reveal a beautiful brand experience
Use inspiring and useful content to connect with consumers during the engage phase
MASTHEAD LIGHTBOX
Masthead Lightbox, which runs with the same creative as a YouTube masthead, extends the reach and frequency of your campaign to users outside of YouTube
DRIVE LIGHTBOX
Use inspiring and useful content to connect with consumers during the engage phase
Drive consideration of Auto sales further through a car configurator, and a rich auto interior and exterior exploration experience.
Use inspiring and useful content to connect with consumers during the engage phase
Bring Live-streaming events straight to your target audience all over the web, maximising your opportunity to gain views of your live event
LIVE LIGHTBOX
Capture & keep your audience’s attention with an engaging, accountable & efficient solution
HOVER TO PLAY
The ad begins in a standard, scalable ad
unit
On mouse hover, a two-second delay qualifies user engagement
The video automatically plays
with sound
1 2 3
Engagement ads provide the perfect solution to:
2 Talk to consumers who want to listen to you
1 Create engaging, lean forward experience for consumers 1
3 Reach consumers at the right moments
Metrics, pricing and creative basics
* Please see full creative specifications for details.
Format Estimated Metrics Min. spend (during 3 monts)
Est. Turnaround Basic Creative requirements*
Hover to Play (AW)
Eng. Rate: 2,5%+ CPE: 1 – 5 rub none 1 day Invitation state image, Closing state image
YouTube Video URL, Exit URL
1-Video Lightbox (AW)
Eng. Rate: 2,5%+ CPE: 1 – 5 rub none 1 day Invitation state image, Closing state image
YouTube Video URL, Exit URL
Masthead Lightbox
Eng. Rate: 2,5%+ CPE: 2 – 7 rub
450k rub 9 days Invitation state FLAs & SWFs, YouTube Masthead FLAs &
SWFs, Fonts, Exit URLs
Standard Lightbox
Eng. Rate: 2,5%+ CPE: 2 – 7 rub
300k rub 10 days Invitation state FLAs & SWFs, Expanded state FLAs &
SWFs, Fonts, Exit URLs
Drivebox Eng. Rate: 2,5%+ CPE: 2 – 7 rub 3 mln rub 15 days Invitation state FLAs & SWFs, Images of car for
configurator, Videos, Photos, Fonts, Exit URLs
Catalogue Lightbox
Eng. Rate: 2,5%+ CPE: 2 – 7 rub
750k rub 18 days A .pdf catalogue, Google Merchant center feed which links
to the catalogue, Invitation state image
Engagement at scale Reach billions of quality impressions a day to connect with your ideal audience
*Source: ComScore April 2013
Reach Google Display reaches 93% of UK Internet users – 41M unique visitors a month across *
Safety Brand safety features ensure ads only appear on brand safe content
Quality Ads served on 65% of Comscore’s top 250 sites
Engagement Ads are a great complement to video campaigns….
Reuse the same YouTube creative
Reach Target users not
on YouTube
Frequency Increase exposure
to message
Efficiency Effective CPMs
are under $5
Ease of execution
Complement TrueView with Hover to Play
Efficiency Effective CPMs are approximately $3
Ease of Execution Reuse the same YouTube video & add starter image
Reach 13m unique users
not on YouTube but on GDN in Russia
Frequency Increase Exposure
of Message
Efficiency Effective CPMs are approximately $5
Ease of Execution Reuse the same YouTube
creative
Reach 28m unique users
who don’t see the homepage
Frequency Increase Exposure
of Message
Complement a Masthead with a Mastbox