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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
Engagement, positioning, measurement
The value premium publishers can offer
The perfect storm!
Prominence…interaction…targeting…positioning
Our responsibility to our advertisers and our readers
Value of interaction
Looking to the future, the need to understand and
match campaign KPIs
CTR and its legacy
What price “effectiveness”?
1 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
3. Impact and engagement with “Rising Stars”
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.
Interaction and engagement are to the fore with the new IAB
portfolio. Creative can form a narrative… space, functionality,
range of user experience
IAB primary research with IPG Media Lab…
Consumers interact significantly more with Rising Stars ads
than with incumbent standard ad units.
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).
Along with increased interaction, eye-tracking showed that
users viewed ads longer (31% more) with Rising Stars units
versus standard formats.
Respondents found the Rising Stars ads to be more
“enjoyable” and “engaging” when compared to regular
displays ads.
They were more likely to say the Rising Stars ads “improved
my impression of this web site” and their opinion of the brand.
2 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
5. Rising stars
Cascading Billboard
http://theinquirer.net/inquirer/news/2034449/apple-dominated-smartphone-revenues-2010
Slider and Widget
http://www.v3.co.uk/v3-uk/analysis/2198134/quick-guide-to-apple-and-samsungs-global-
patent-war
Slidecast Plus (timed viewed unit)
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
Example Reporting for Rich Media Engagement
5 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
7. Contacts
Darren Sharp Jim McGinty
Ad Operations Manager Associate Publisher
Incisive Media Incisive Media
020 7316 9264 020 7316 9817
Darren.sharp@incisivemedia.com Jim.mcginty@incisivemedia.com
http://uk.linkedin.com/in/jimmcginty
6 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating