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Building Brands Online Size Matters
- 2. Background and Methodology • Three new online display formats • Billboard* (970 x 250) • Wall Paper* (custom) • Half page (300 x 600) • Three established online display formats • MPU (300 x 250) • Banner (728 x 90) • Skyscraper (160 x 600) • Retrospective analysis of global campaigns in 2010 & 2011 using Dynamic Logic MarketNorms® data * Exposure to these formats not always mutually exclusive due to sample sizes
- 3. Background and Methodology • Performance of formats across five key brand metrics • Aided Brand Awareness • Online Ad Awareness Sales Funnel • Message Association • Brand Favourability • Purchase Intent • Based on • 910,762 respondents from 15 countries including UK, USA, Europe, South America and Australasia • 940 campaigns measured • 18,724 unique combinations of creative and website use
- 4. Average uplifts of exposed (vs control) groups Exposed Group Percentage Points uplift between Did they see the advertising campaign? Control & Exposed Groups + 10% YES Both 35% groups 30% 25% complete 20% 15% survey 10% 5% about 0% Control Group attitudes to brand and advertising NO campaign
- 5. Formats analysed Billboard Banner Skyscraper MPU Wall Paper Half Page
- 6. iabuk.net/contact Billboard 27 July 2012
- 9. Half Page iabuk.net/contact 27 July 2012
- 12. Wall Paper iabuk.net/contact 27 July 2012
- 15. iabuk.net/contact Results 27 July 2012
- 16. Wallpaper shows the greatest uplift in Brand Awareness Uplift amongst those exposed to… 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Aided Brand Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Q: Have you heard of the following brand? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
- 17. Billboard dramatically out performs all formats for Ad Awareness Uplift amongst those exposed to… 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Online Ad Awareness Billboard Wallpaper Half Page MPU Skyscraper Banner Q: Have you seen the following brand advertised online in the past 30 days? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
- 18. Wallpaper offers greatest uplifts in Message Association Uplift amongst those exposed to… 6% 5% 4% 3% 2% 1% 0% Message Association Wallpaper Half Page MPU Skyscraper Banner Q: Which of the following brands, if any, uses the following message in its advertising? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
- 19. Billboard most positive in driving Brand Favourability Uplift amongst those exposed to… 3% 3% 2% 2% 1% 1% 0% -1% -1% -2% -2% Brand Favorability Billboard Wallpaper Half Page MPU Skyscraper Banner Q: How would you describe your overall opinion of the following brand? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
- 20. Skyscraper (followed by Wallpaper) best for Purchase Intent Uplift amongst those exposed to… 2.0% 1.5% 1.0% 0.5% 0.0% -0.5% -1.0% -1.5% -2.0% Purchase Intent Wallpaper Half Page MPU Skyscraper Banner Q: How likely are you to purchase the following brand? Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard
- 21. The best performing formats Brand metric Best Uplift of Next best Average uplift of performing best performing traditional format format format formats Aided Brand Awareness Wallpaper 2.1% 1.6% 1.1% Online Ad Awareness Billboard 16.6% 5.2% 1.8% Message Association Wallpaper 5.2% 1.0% 0.7% Brand Favorability Billboard 2.5% 1.3% 0.7% Purchase Intent Skyscraper 1.4% 1.1% 0.7%
- 22. Summary • Global analysis of 940 campaigns • New larger display formats out-perform existing formats across four key brand metrics • Billboards offer three times better Ad Awareness levels and double the level of Brand Favourability uplift than next best performing format • Wallpaper offers five times the level of Message Association than the next best format and the highest levels of Brand Awareness
- 23. Recommendations • Larger formats perform particularly well at the start of the purchase funnel – campaigns should be planned accordingly • Creative needs to be considered carefully when using wallpaper and home page take over ads as these can have a polarising effect on users • When driving awareness (e.g. for new brands) new larger formats can play an invaluable role