The impact of rich media - Robert Pefanis at IAB Forum 2012

The Impact of Rich MediaRobert Pefanis

International Sales Director

1. Multitude of

2. Data DrFrom Media Buying 3. Mark to Audience Buying!4. Facebook & the Social Data Layer 5. Automated Media Buying6. Creativity on Tech Steroids7. It gets contagious

Media Evolution!

Rapid Changes in the Media Scene

1. Multitude of Touchpoints2. Data Driven Marketing3. Facebook & the Social Data Layer 4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious

Poets vs. Engineers

We have to attract Users to spend time with our ads: the Creative element!It’s not only about Targeting, Delivering and Analysis: The Target Audience should engage! Dwell Time is crucial!

30% what you see

50% what you see & hear

70-90% what you see, hear

& touch

You remember

Ad Format Comparison Expandable Banners have the highest Dwell Time

The Power of Video

Brand Advertising Movie Opening Product Launches

Brand Advertising Movie Opening Product Launches

Rich Media Ads are a Favorite for:

They are also proving to be a powerful channel for performance advertisers who want to increase traffic and sales.

TRAFFIC

SALES

The study analyzed 24,000 creatives

More than 12 Billion impressions

Site visits were measured using landing page conversion tags

* Served in North America between July and December, 2011.

Rich Media effectiveness study

Rich Media Boost Site Visits Three-fold; with Video, Six-foldSite Visits by Format

600%

500%

400%

300%

200%

100%

0%

Standard Banner Rich Media Rich Media with Video

x3

x6

Branding: Rich Media Boosts Visits of Non-clicking Users Nearly Two-fold

Post-impression Site Traffic by Format

200%

160%

120%

80%

40%

0%

Standard Banner Rich Media Rich Media with Video

X1.7 X1.9

Direct Response: Rich Media Boosts Post-click Site Traffic Four-fold, with Video, Nine-foldPost-click Site Traffic by Format

1000%

800%

600%

400%

200%

0%

Standard Banner Rich Media Rich Media with Video

X4

X9

Dwell Rate & Conversion Rate

1. Multitude of

2. Data Getting Users Engaged!

3. Data Layer 4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious

Successful Rich Media Cases

More Rich Media Case Studies on http://creativezone.mediamind.com/Default.aspx

Thank you!

email: robertp@thinkdigital.netfacebook.com/thinkdigital