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The impact of creative on effectiveness and measurement by Jim McGinty and Darren Sharp - Incisive Create Mobile Strategies
1. The impact of creative on effectiveness and measurement
JIM MCGINTY, ASSOCIATE PUBLISHER, INCISIVE MEDIA
DARREN SHARP, AD OPERATIONS MANAGER, INCISIVE MEDIA
0 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
2. Engagement, effectiveness and measurement
ïŹ Engagement, positioning, measurement
ïŹ The value premium publishers can offer
ïŹ The perfect storm!
ïŹ ProminenceâŠinteractionâŠtargetingâŠpositioning
ïŹ Our responsibility to our advertisers and our readers
ïŹ Value of interaction
ïŹ Looking to the future, the need to understand and
match campaign KPIs
ïŹ CTR and its legacy
ïŹ What price âeffectivenessâ?
1 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
3. Impact and engagement with âRising Starsâ
ïŹ We advocate a model which focuses on prominence, share of
voice and scope- what can be done within the unit- the
amount of interactivity which can be incorporated.
ïŹ Interaction and engagement are to the fore with the new IAB
portfolio. Creative can form a narrative⊠space, functionality,
range of user experience
ïŹ IAB primary research with IPG Media LabâŠ
ïŹ Consumers interact significantly more with Rising Stars ads
than with incumbent standard ad units.
ïŹ Users were 2.5 times more likely to interact with a Rising Stars
ad unit than a standard ad unit, spent twice as much time
interacting with the ad and took less time to react to the ad
(two times quicker than with standard ads).
ïŹ Along with increased interaction, eye-tracking showed that
users viewed ads longer (31% more) with Rising Stars units
versus standard formats.
ïŹ Respondents found the Rising Stars ads to be more
âenjoyableâ and âengagingâ when compared to regular
displays ads.
ïŹ They were more likely to say the Rising Stars ads âimproved
my impression of this web siteâ and their opinion of the brand.
2 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
5. Rising stars
ïŹ Cascading Billboard
ïŹ http://theinquirer.net/inquirer/news/2034449/apple-dominated-smartphone-revenues-2010
ïŹ Slider and Widget
ïŹ http://www.v3.co.uk/v3-uk/analysis/2198134/quick-guide-to-apple-and-samsungs-global-
patent-war
ïŹ Slidecast Plus (timed viewed unit)
ïŹ http://demo.klaustech.com/sites/computing/
4 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
6. Example of Rich Media Reporting
ïŹ Example Reporting for Rich Media Engagement
5 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
7. Contacts
ïŹ Darren Sharp ïŹ Jim McGinty
ïŹ Ad Operations Manager ïŹ Associate Publisher
ïŹ Incisive Media ïŹ Incisive Media
ïŹ 020 7316 9264 ïŹ 020 7316 9817
ïŹ Darren.sharp@incisivemedia.com ïŹ Jim.mcginty@incisivemedia.com
ïŹ http://uk.linkedin.com/in/jimmcginty
6 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating