Professional Documents
Culture Documents
2
comScore:
A granular 360° view of the online activities of 2 million global users
4
Kontera Aggregates Audiences by Detailed Topics of Interest
HIGHLY
QUALIFIED
AUDIENCE
TOPICAL
AGGREGATION
5
Long Term Advertising Forecast
150 30
39.2% 40.2%
100 20 25.8
28.1 13%
17.7
50 10
0
0
2009 2012
2009 2012
Television Newspapers Internet Search Display + Rich Media
Magazines Radio Outdoor
Cinema Classified Other
Source: ZenithOptimedia, December 2009 Source: IDC, November 2009
6
Where do user-initiated ad formats like in-text fit in?
• Search
Choice /
Action • Display – Performance
• Lead Gen
7
Where do user-initiated ad formats like in-text fit in?
This study pointed out that in-text is effective for mid-funnel marketing objectives
Awareness In-Text:
• Search/contextual-like targeting
• Display-like creative canvas
Consideration
Choice /
Action
8
Search continues to lead in revenue but display grew 4X faster in Q4
2009 driven by banners and video
Clickers
Clickers 16%
32%
Non-
Non-
Clickers
Clickers
68%
84%
11
Hundreds of branding effectiveness studies have confirmed that
online advertising moves the needle
Ad Awareness 62%
Favorability 19%
Portals 21%
Entertainment 11%
e-mail 10%
News/Information 8%
Sports 3%
Online Gaming 2%
Lifestyles 2%
Business/Finance 2%
Retail 2%
56%
16%
31%
Significantly Increased
59%
40% Somewhat Increased
10%
170
160
Blogs (+49% y/y)
150
140
Travel Info (+26% y/y)
130
Comp. Shopping (+24% y/y)
120
Coupons (+20% y/y)
110 Total Internet (+11% y/y)
100
% Lif t: 16.6%
$11,550
$9,905
% Lif t: 27.1%
$994 $1,263
Online Of f line
Control Test
18
The Marketers’ Challenge:
How to Maximize Reach and Consumer Engagement
19
Three Main Objectives
2. Do this at Scale
across the Web
3. Deliver Impact,
without Noise
20
One approach…
21
Within the editorial content
22
In-Text Delivers Editorial Placement and User Initiated Ads
23
Marrying the Science of Search with the Art of Display
Science Art
24
A Targeted Display and Consumer Engagement Platform
Video Freedom
25
In-Content Placement & User Initiated Engagement Open a Realm
of Possibilities
Reach is:
• Qualified
• Delivered at Scale
26
But Does it Work?
27
Brand Case Study Results
comScore Study of Kontera
Target — Women
29
Brand Study: Experimental Test and Control Design
Respondent
hovers on
Respondent underlined text
visits site
and exposed Respondent Send survey
Test Cell invite
Administer
to underlined exposed to Survey
text prompts advertising
Analyze
Weight control
Differences
group to match test
group
15 Site Visitors
0 0
Not Exposed to the Exposed to the
Advertising (Control) Advertising (Test)
(e.g.: organic search, offline (e.g.: viewed online
advertising, natural intent) advertising)
31
Brand awareness results were 4-5x comScore norm
69%
Kontera campaign
73%Kontera campaign
LIFT LIFT
40%
Kontera campaign
%
LIFT
Source: comScore Ad Effx study, May 2010
33
In-Text Results
Brand Perceptions
42%
comScore Norm: 21%
%
LIFT
Source: comScore Ad Effx study, May 2010
34
Favorability & purchase intent were also positively
impacted
77%
Kontera campaign
68% Kontera campaign
LIFT LIFT
Message Association
Campaign Wide
36
The product’s sister brand also benefited from the
campaign
LIFT
Sprint Sites
direct to site
38
In-text also lifted search and site visitation for the brand
151%
Kontera campaign
400% Kontera campaign
LIFT LIFT
David Cohen
EVP, US Director of Digital Communications
May 2010
40
User Experience Study Results
User Experience Study: Experiment Test and Control Design
Respondent
hovers on 140K invites =
Respondent 10% of the target
underlined
visits site who will hover;
text and is Send survey
Test Cell and exposed Administer .01% response
exposed to invite
to underlined Survey
In-Text ad rate
text prompts
N=57
70%
60%
50%
40%
30%
20%
10%
0%
Interstitial Video Rectangle Banner Kontera Google
In-Text Text
43
In-Text is in the Middle in Terms of Intrusiveness
70%
60%
50%
40%
30%
20%
10%
0%
Interstitial Video Rectangle Kontera Banner Google
In-Text Text
44
In-Text Viewed as More Relevant to Page’s Content
25%
20%
15%
10%
5%
0%
Kontera In- Google Rectangle Interstitial Banner Video
Text Text
45
Users Trust Sites with In-Text Ads More than Sites with
Google Text Ads or Banner Ads
“I Trust Websites Featuring this Ad Type” “I Trust Websites Featuring this Ad Type”
(Percent of Consumers who Highly Agree with the statement) (Percent of Consumers who Highly Disagree with the statement)
16% 40%
14% 35%
12% 30%
10% 25%
8% 20%
6% 15%
4% 10%
2% 5%
0% 0%
Video Kontera In- Interstitial Banner Rectangle Google Text Interstitial Video Rectangle Kontera In- Google Text Banner
Text Text
46
Kontera Delivers on Every Step of the Purchase Funnel
47
Thank You!