1. © 2013 IPG Media Lab • Proprietary & Confidential
The Power of “Real-Time”
A Media Trial by the IPG Media Lab

2. © 2013 IPG Media Lab • Proprietary & Confidential> IPG MEDIA LAB /

3. © 2013 IPG Media Lab • Proprietary & Confidential
Mission /
+ Supporting growth of IPG agencies and our clients by
partnering to deploy innovation into the market

4. © 2013 IPG Media Lab • Proprietary & Confidential
Time Spent with Media is Growing
Rapidly
4

5. © 2013 IPG Media Lab • Proprietary & Confidential
Consumers
are Fully
Mediated
5

6. © 2013 IPG Media Lab • Proprietary & Confidential
And Have High Expectations
from Us
6

7. © 2013 IPG Media Lab • Proprietary & Confidential
Real Time Has Become Sexy
Because of this
8

8. © 2013 IPG Media Lab • Proprietary & Confidential 9

9. © 2013 IPG Media Lab • Proprietary & Confidential
But Real Time Marketing isn’t
That Easy
10

10. © 2013 IPG Media Lab • Proprietary & Confidential
“In order to be truly beneficial for the
brand, real-time marketing must align
short-term, fleeting attention on the
stories of the day with the long-term
brand narrative”
11Source: http://www.edelmandigital.com/2013/04/22/real-time-marketing-is-driving-the-long-term-brand-narrative

11. © 2013 IPG Media Lab • Proprietary & Confidential
It Takes Serious Organization
12

12. © 2013 IPG Media Lab • Proprietary & Confidential
The Reality is, That Just Isn’t
Going to Happen For Most
Clients in the World
13

13. © 2013 IPG Media Lab • Proprietary & Confidential 15

14. © 2013 IPG Media Lab • Proprietary & Confidential
We Know Large Ads With Rich Functionality
Outperform Smaller, Less Functional Ads
16
300 x 250
v
Δ=345
%
300 x 600
vv
Portrait
Benchmark include Q1-Q4 2010 Rich Media

15. © 2013 IPG Media Lab • Proprietary & Confidential
Larger Interactive Ads Impact Purchase Funnel
IAB Portrait generates higher ad effectiveness response at every level of the purchase funnel.
IAB PORTRAIT
AD
* TOP TWO BOX
** TOP BOX
Online awareness 42% 54% +25%
Ad believability* 68% 75% +19%
+16%
Brand interaction* 41% 49% +18%
Visit site/Become FB fan* 24% 34% +43%
Recommend to
family/friends* 26% 35% +33%
Purchase intent**
16% 21% +33%
Competitive Ads include 300x250 and 300x600
COMPETITIVE ADS
17

16. © 2013 IPG Media Lab • Proprietary & Confidential
As An Extension Of This, We Believe
That “Real-Time” Content Lifts
Performance As Well
18

17. © 2013 IPG Media Lab • Proprietary & Confidential
IPG Media Lab Tested Two Hypotheses
19
Ads that leverage “real–time” content
perform better than those that do not
Different types of ad functionality work
better on different devices

18. © 2013 IPG Media Lab • Proprietary & Confidential
Research Overview
20
• IPG Lab conducted two virtual lab tests
across three industries (Finance, CPG, and
Auto)
What?
• Adults, 18+ who visit auto, finance, or
parenting websites (real-time test n=1,539;
cross-screen test n=1,813)
Who?
• Representative online panelWhere?
• February 22nd – March 14th 2013When?

19. © 2013 IPG Media Lab • Proprietary & Confidential
Participant Experience For
“Real-Time Ads” Test
Recruit 1,539
participants from
online panel
Survey for
screeners; direct
participants to
content based on
media consumption
habits
Final survey: ad
recall, purchase
intent, etc.
21
Standard Ad Ad With Image
Gallery & CTA
Ad With Real-
Time Content
Ad With Image
Gallery &
Video
Participants asked to view a Finance, Parents, or
Auto webpage with contextually relevant ad;
Ad interactions tracked via Pictela
Real-Time Test

20. © 2013 IPG Media Lab • Proprietary & Confidential
Various Forms Of Real-Time Content Tested
22
Finance
Stock Info &
News
CPG
Facebook
Posts
Automotive
Local
Weather
Forecast
Real-Time Test

21. © 2013 IPG Media Lab • Proprietary & Confidential
Participant Experience For
“Cross-Screen” Test
Recruit 1,813
participants from
representative
online panel
Survey about
consumption
habits; directed to
test groups based
on consumption
behaviors
23
Image Gallery (33%)
Video Player (33%)
Facebook Feed (33%)
Image Gallery (33%)
Video Player (33%)
Facebook Feed (33%)
Image Gallery (33%)
Video Player (33%)
Facebook Feed (33%)
Participants on each device asked to view a webpage, which includes a test ad
Final survey; ad
recall, brand
perceptions, etc.
Cross-Screen Test

22. © 2013 IPG Media Lab • Proprietary & Confidential
Three Pictela Functionalities Tested
24
Image
Gallery
Video
Player
Facebook
Feed
Cross-Screen Test

23. © 2013 IPG Media Lab • Proprietary & Confidential
Each Functionality Tested
Across Each Device
25
Tablet Smartphone PC
Cross-Screen Test

24. © 2013 IPG Media Lab • Proprietary & Confidential
Consumers 2X As Likely To Interact
With Intent When Content Is Real-Time
26
Interactions With Intent (%)
12% 12%
24%
27%
Total Audience In-Market Audience
Non Real-Time Real-Time Ad
In Market: Non Real-Time Ads n =185; Real-Time Ads n=89
Total Audience: Non Real-Time Ads n =587; Real-Time Ads n=288
Interactions With Intent: % of viewers who
actively and intently engage by:
1) Rolling over ad for min of 0.5 seconds
2) AND conducting a min. of one positive
action (e.g. expand, click-through, play
video, etc.)
Real-Time Test

25. © 2013 IPG Media Lab • Proprietary & Confidential
Real-Time Content Also Drives Higher
Number of Meaningful Interactions
27
Average # of Interactions
With Intent
2.6 2.5
3.1 3.2
Total Audience In-Market Audience
Non Real-Time Real-Time Ad
In Market: Non Real-Time Ads n =185; Real-Time Ads n=89
Total Audience: Non Real-Time Ads n =587; Real-Time Ads n=288
# of Interactions With Intent: Of those who
interact, the number of times:
1) Roll over ad for min of 0.5 seconds
2) AND conduct a min. of one positive
action (e.g. expand, click-through, play
video, etc.)
Real-Time Test

26. © 2013 IPG Media Lab • Proprietary & Confidential
Strong Branding/Images In Real-Time
Content Needed To Keep Awareness High
28
45%
65%
34%
57%
Unaided Ad Recall Aided Ad Recall
Non Real-Time Ads Real-Time Ads
Ad Recall Among Those In-Market
In Market: Non Real Time Ads n=297; Real-Time Ads n=95
Select Brand Non Real-Time n=307; Real-Time n=102
Real-Time Test
35%
50%
36%
55%
Unaided Ad Recall Aided Ad Recall
Non Real-Time Ads Real-Time Ads
=Statistically significant difference between Non Real-Time & Real-Time Ads at 90% confidence
Ad Recall Among Ads With Strong
Branding in RSS Feed

27. © 2013 IPG Media Lab • Proprietary & Confidential
Incorporating Real-Time Content Into
Ads Drives Favorability & Intent
29
60% 58%
68% 69%
Brand Favorability Purchse Intent
Non Real-Time Ads Real-Time Ads
Non Real-Time Ads n =297; Real-Time Ads n=95
Persuasion Metrics Among Those In-Market
Real-Time Test

28. © 2013 IPG Media Lab • Proprietary & Confidential
Phone: Feature Facebook Feed
Tablet: Feature Video Player
PC: Feature Image Gallery
30
Facebook Video Images
Unaided Recall 40% 38% 39%
Aided Recall 65% 61% 63%
Ad Attributes 61% 54% 57%
Brand Favorability TB 28% 25% 28%
Purchase Intent TB 15% 22% 17%
Facebook Video Images
62% 64% 62%
74% 79% 77%
60% 64% 64%
27% 26% 21%
16% 18% 12%
Facebook Video Images
48% 52% 45%
71% 71% 72%
58% 63% 64%
28% 24% 29%
16% 14% 17%
Widgets Test

29. © 2013 IPG Media Lab • Proprietary & Confidential
IMPLICATIONS
31
• Advertisers should incorporate relevant “real-time” content
in ads to engage consumers and drive hard-to-move
metrics
• Get creative with ways keep branding and images in “real-
time” content to keep consumer attention high
• Make sure to optimize across screens by including
functionality that is native to the device