Media mind telecom_2011

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Discover.Understand.Engage.

® 2011 MediaMind Inc. All rights reserved.

TELECOM

The comprehensive guide on

how to leave aneffective message

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Entertainment and News are among

the best performers in Rich Media

Second highest on engagement

This is the average interactive performance that Telecom advertisers

achieved this year

- Finance and Homepage are among the best performers in Standard banners

Impression with any interaction rate

Click through rate

Sports

Retail

Post click conversion rate

Post impression conversion rate

Total conversion rate

Conv

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on rate

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2.59%

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7.48%

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1 23

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For every 1 million impressions

70K are dwelled

1,800 impressions are clicked

Clic

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1.1%

Ave

rage

Conversion Rate

Auto

Home Page

Finance

Social Network

Entertainment

News

Standa rd Banne rs What works whe re?

Telecom

Getting a reply

AD size and performance

Dwell Rate

1 2 3 4 5 6 7 8 9 10

Conversion rate by frequency

Conversion rate Unique users

300x600 & 300x250 are the best performing

Telecom Standard Banners

200,000

234 X 60 728 X 90 300 X 250 160 X 600 300 X 600

Size

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ixel

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Users are most likely to convert during the first 3 exposures to a

Telecom campaign

Telecom Advertising in 6 PointsTelecom is the second largest vertical in online spending. Advertisers are expected to spend more than $4 billion on online advertising in 2011, according to eMarketer. Here are six points that every Telecom advertiser should know.

© 2011 MediaMind Inc. All Rights Reserved

Dw

ell a

vg. d

urat

ion

( sec

)

13%

Ave

rage

Dwell Rate

Auto

Finance

Home Page

Social Network

Entertainment

News

0

100 Rich Media

Telecom

5

1

2

4

6

3

5

1

2

4

6

3

MediaMind Research

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The comprehensive guide on how to leave an effective message

3

Telecom in Six Points

Spending on Advertising for Telecom

Measuring Online Display

Movistar taps into soccer fever with a ‘Battle of the Tweets’

Direct Response Advertising

Ad Size and Performance: Is Bigger Better?

Advertising Mobile on Mobile

Branding for Telecom

How to get users to say YES! to 4G

Reach and Frequency

Conclusion

Regional Benchmark Tables

Country Benchmark Tables

Table of Contents4

5

7

8

9

10

11

12

14

15

16

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The comprehensive guide on how to leave an effective message

Telecom in Six Points

1 Telecom is the second highest vertical for user engagement and for advertising spending.

2 For every million impressions, 70K are dwelled and 1,800 impressions are clicked.

3 For Telecom Standard Banners, the highest performing placements are in the Travel, Technology, News, Entertainment and Finance sections.

4 The IM and Lifestyle placements achieve the highest Rich Media engagement.

5

6

300x600 and 300x250 are the best performing Telecom Standard Banners.

Users are most likely to convert during the first three exposures to a Telecom campaign.

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Adv

ertis

ing

Spe

ndin

g (b

illio

ns)

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Spending on Advertising for TelecomFor an industry whose main aim is to help people communicate, Telecom is doing an effective job communicating with its customers. According to eMarketer, Telecom is the second highest spender on display advertising after Retail.

In 2011, US Telecom advertisers are expected to spend over $4 billion on online advertising. Much of this spending is aimed at direct response, attracting users to buy phones or sign up for services online. However, as many users still acquire phones and service via the old fashioned brick and mortar outlets, Telecom branding still matters.

Telecom is also the second highest vertical in terms of user engagement, which correlates nicely with its increased spending. Rich Media impressions receive a Dwell Rate of 7%, which is higher than the 6.5% average.

Source: eMarketer, US spending.

Chart 1: Telecom Online Advertising Spending

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Dwell Rate

SportsTelecom

Electronics

Retail

Travel

Health/Beauty

Government/Utilities

Consumer Packaged Goods

Apparel

Entertainment

Corporate

Services

Medical

Auto

News/Media

Financial

Careers

Gaming

B2B

Restaurant

Tech/Internet

6

The comprehensive guide on how to leave an effective message

Source: MediaMind Research, 2011, Global.

Chart 2: Telecom - Second Highest Vertical on Engagement

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Rat

e

Dwell Rate Impression with any

Interaction Rate

Click Through

Rate

Post Click Conversion

Rate

Post Impression Conversion

Rate

Total Conversion

Rate

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The comprehensive guide on how to leave an effective message

Chart 3: Advertising Performance for Telecom

Measuring Online DisplayTo measure the full effect of display advertising on users, advertisers should follow the full advertising ecosystem from the exposure to the conversion to understand what makes users tick.

Advertisers should be looking at a number of metrics. No one metric can encompass the full effect of online display advertising, from increasing awareness to the intent to purchase and the actual purchase. Measuring the proportion of impressions that were engaged with, serves as a proxy for the branding effect of ads. To measure the effectiveness of branding, MediaMind uses two metrics: Dwell Rate and Average Dwell Time. Dwell Rate measures the proportion of Rich Media impressions that were intentionally engaged with by touch, interaction or click. Average Dwell Time measures the duration of a Dwell in seconds for users who engaged. In both cases, unintentional Dwell lasting less than one second is excluded.

Dwell provides an estimate of the share of impressions that were seen by users with high likelihood. Users’ natural tendency is to follow the mouse cursor movement with their eyes. Dwell measures the proportion of impressions that had a meaningful mouse-touch, lasting more than one second. While there have been users who have seen the ads and have not touched them with their mouse, Dwell allows us to gauge the number of users that are very likely to see the ad.

For the purpose of this analysis, MediaMind Research analyzed the results of nearly 21 billion Telecom impressions. Impressions were served by MediaMind between Q2 2010 and Q1 2011. This analysis covers global data, unless noted otherwise.

Overall advertising performance for Telecom was analyzed by the number of impressions served and how users responded to them.

Source: MediaMind Research, 2011, Global.

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Out of every one million impressions that are served, 70K impressions are Dwelled, or engaged with, by users for a meaningful amount of time (at least one second). About 26,000 impressions out of every million receive any interaction. And of out of the same one million impressions, 1,800 impressions are clicked on, while only 600 of these clicks end up in a conversion. An additional 4,700 impressions end up in a conversion by users who did not click on them, but rather searched or typed the URL. Overall, on average, one million impressions yield 5,300 conversions.

In addition, reach and frequency can tell advertisers how many users have been exposed to the campaign and for how many times. MediaMind offers the ‘Adjusted Unique’ metric, which statistically adjusts for the over-counting of users caused by cookie deletion and provides a more accurate representation of reach.

Movistar Imagenio inspired users by combining two winning ingredients—display advertising and soccer. The Spanish Internet television service launched a campaign that solicited interaction from thousands of fans as they enthusiastically used Twitter to support Real Madrid CF or FC Barcelona.

Movistar covered the homepage of ElMundo.es, one of Spain’s largest newspapers, with the huge MastHead format, a large 990x250 format, which was débuted for the occasion. The banner encouraged users to take part in a ‘battle of the tweets’ and to watch a video introducing Imagenio Energía. Real-time tweets appeared in the ad for each team to see who has more ‘energy’. More than three hundred thousand users viewed Movistar’s video for the campaign “Imagenio Energía” in the ad.

Spaniards responded in kind, with an average Dwell Rate of 17.3%, nearly three times the Spanish benchmark of 6%. On average, users spent 53 seconds engaging with the banner, far more than a 30 second TV spot.

For the full case study, click here (http://bit.ly/BattleOfTheTweets).

Movistar taps into soccer fever with a ‘Battle of the Tweets’

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0.35%

0.30%

0.25%

0.20%

0.15%

0.10%

0.05%

0.00%

Clic

k Th

roug

h R

ate

0.0%

IM

Games

Lifestyle

EntertainmentHome Page

Technology

Travel

Social Network

Weather

Music

Average

Average

Auto

Finance

Mail ROS

OtherSport

RON

News

0.1% 0.2% 0.3%

Conversion Rate

0.4% 0.5% 0.6% 0.7% 0.8% 0.9% 1.0% 1.1%

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The comprehensive guide on how to leave an effective message

Direct Response AdvertisingThe analysis in Chart 4 exhibits the CTR and Conversion Rate achieved by various site groups and online environments. Conversion Rate includes both Post Click and Post Impression Conversions. For direct response, the online environments that achieve both high CTR and high Conversion rate are Travel, Technology, Homepage, News, Entertainment and Finance. IM achieves high CTR but relatively low Conversion Rate, while Social Networks are low on both measures.

The difference between clicks and conversions stems from Post Impressions Conversions. These conversions come from users who were exposed to the campaign, did not click on the ad, but went to the advertiser’s site and converted. Post Impression Conversions typically account for the majority of conversions in the campaign.

Source: MediaMind Research, 2011, Standard Banners, Global.

Chart 4: Telecom Standard Banner Performance by Placement

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Clic

k Th

roug

h R

ate

Click Through Rate SizeS

ize

(Pix

els)

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The comprehensive guide on how to leave an effective message

The Medium Rectangle MPU (300x250), which is the most popular and is also typically very visible, has some of the highest performance, 0.11%. Still, overall, the largest ad of the frequently used sizes—300x600 achieved the best performance, 0.12%.

Ad Size and Performance: Is Bigger Better?Not necessarily. While there is a link between size and performance of Telecom Standard Banners, the location of the ad matters as well. For example, one of the smallest units, the Half Banner (234x60), which is heavily used in Messenger, has a higher performance than larger ads. This is because its location on Messenger is very visible, which encourages clicks.

Source: MediaMind Research, 2011, Global.

Chart 5: Ad Size and Performance

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If you already have a mobile phone, it does not mean that you are not looking for a new one, or a landline, or internet connection. Initial results for mobile campaigns suggest that Mobile ads for Telecom achieve six times the performance of browser based standard banners.

The higher performance of mobile as compared to PC browser based banners is consistent across verticals. Among the reasons for the higher performance of mobile ads are the novelty and relative prominence of mobile ads, as compared to browser based banners. In many cases, there is only one mobile banner on the page. In addition, mobile ads also occupy a bigger portion of the screen relative to browser based banners.

Advertising mobile on mobile

Mobile Advertising Performance

Clic

k Th

roug

h R

ate

Mobile Banner Standard Banner

Source: MediaMind Research, 2011, Global.

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IM

Games

Lifestyle

EntertainmentHome Page

Technology

Travel

Kids

Maps

Social Network

Weather

Music

Average

Average

Auto

FinanceMail

ROS

Other

Sport

RON

News

12

The comprehensive guide on how to leave an effective message

Source: MediaMind, 2011, Global.

Chart 6: Dwell by Ad Placement

Branding for TelecomAn analysis of upper funnel Dwell metrics indicates which placements and which ad formats entice users to take the time to engage with Telecom brands. Telecom appeals to broad audiences as nearly everyone has a phone or an Internet connection. Therefore, it makes sense that ads for Telecom work well in various environments and not only on specific sites.

Chart 6 exhibits the analysis of Dwell and CTR performance of Telecom ads. The x-axis represents Dwell Rate, while the y-axis represents the Average Dwell Time that users spend with ads. The diameter of the circles represents CTR.

The upper right quarter of the chart represents placements that achieve both high Dwell Rate and high Average Dwell Time. In these environments, more users are willing to take the time to engage with ads, and these users also spend more time with the ads. Thus, IM and Lifestyle placements achieve the highest branding performance.

In addition, ads with high Dwell Rate also tend to have high CTR as users who take the time to engage with the ads are also more likely to click on them. Specifically, Games, Music, IM and Health and Beauty have both high Dwell Rate and high CTR.

Dw

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(sec

)

Dwell Rate

Click Through Rate0.1%0.5%1.0%1.5%1.8%

0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13%

100

80

60

40

20

0

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Dwell Rate

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Source: MediaMind, 2011, Global.

Chart 7: Dwell by Ad Format

A similar analysis of performance by ad format indicates that the more assertive formats have a high Dwell Rate, while others tend to record a lower Dwell Rate but a significantly higher Average Dwell Time. Thus, Commercial Break, Overlays, Eyeblaster TV, and Floating Ads tend to have a very high Dwell Rate, but a relatively low Average Dwell Time.

Conversely, most other Rich Media formats tend to have a lower Dwell Rate, but a significantly higher Average Dwell Time. IMs in the upper right quarter have both above average Dwell Rate and above average Dwell Time.

Click Through Rate0.1%0.5%1.0%1.5%1.8%

Dw

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100

80

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HD

3D Cube

Polite Banner

Video Extender

Overlay

Homepage Takeover

Expandable Strip

Expandable Banner

Eyeblaster TV

Push Down Banner

Floating Ad with Reminder

Floating Ad

Single Expandable

Peelback

Sidekick

SkinAverage

Average

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“Good things happen when you say YES!” or that’s at least what YTL, a telecom provider from Malaysia wanted people to think when it launched its new 4G service “YES!” The aim of the campaign was to convince users to pre-register to the fast mobile broadband 4G service before its official launch.

To get users to pre-register on the website, and to generate a brand experience compatible with YTLs premium position in the market, the company decided to launch lavishly engaging creative, and to get vast reach. To execute the campaign, YTL teamed up with Carat, MediaMind, and Better Digital

Solutions to execute the very first “Levitator” ad experience across all major news portals in the country, a never-before-seen creative homepage takeover in Malaysia. For the first time, MediaMind has enabled large local publishers with their Homepage Takeover concept.

The MediaMind Levitator format was delivered in the country’s three primary languages, grabbing the attention of millions of Malaysian internet users. The ad provided ample opportunities for engagement by drawing users in with adapted TV commercial videos that allowed them to experience the brand and its message before they explored product information. YTL managed to reach out to the Malaysian internet audience with an impressive Dwell Rate of 13.39% as compared to the benchmark of 8.32%. Users also engaged for 73 seconds of Average Dwell Duration, 1.6 the average of other Malaysian campaigns.

For the full case study, click here (http://bit.ly/YES4GCaseStudy).

How to get users to say YES! to 4G

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Source: MediaMind Research. Sample of 24 Telecom campaigns, April 2010-March 2011.Note: Analysis includes landing page conversion tags.

Chart 8: Conversion Rate by Frequency

Reach and FrequencyIn Telecom campaigns, giving the right offer to the right user is crucial. Users determine if an offer is relevant for them after the first, second or third impression.

The importance of targeting users with the most effective ads early in the campaign is evident when analyzing the performance by frequency of Telecom campaigns. Telecom ads tend to receive the highest Conversion Rate after the first impression, and Conversion Rate quickly drops below average after the fourth impression. This indicates that the first encounters with a user are the most important.

One of the best ways to guarantee delivering the best creative every time is Automatic Creative Optimization, available in MediaMind’s Smart Versioning tool. Automatic Optimization is an algorithm that identifies the most successful creative on an ongoing basis, and serves it the vast majority of the time. MediaMind’s benchmarks shows that ads that used automatic optimization increased CTR by 72% and Conversion Rate by 40%.

Con

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Telecom is the second largest vertical in terms of ad spending and the second highest in terms of ad engagement. Out of every one million impressions that are served, 70K impressions are Dwelled, and 1,800 impressions are clicked on. Overall, every million impressions generate 5,300 conversions.

Telecom ads work well in a myriad of placements. For Standard Banners, the highest performing placements are Travel, Technology, Homepage, News, Entertainment and Finance. IM and Lifestyle placement achieve the highest engagement for Rich Media. Larger ads tend to perform better than smaller ones, with 300x600 and 300x250 achieving the best performance for Standard Banners.

The first few exposures to the ad are the most important. An analysis of performance by exposure frequency shows that the first, second and third exposures of the campaign tend to achieve the highest Conversion Rate. With the second highest rate of online engagement, Telecom display is proving an effective way to reach consumers—and to get a return call.

www.mediamind.com

Conclusion

16® 2011 MediaMind Inc. All rights reserved.

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The comprehensive guide on how to leave an effective message

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20

The comprehensive guide on how to leave an effective message

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Page 21

21

The comprehensive guide on how to leave an effective message

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3 20

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2011

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Formats

Polit

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anne

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Stan

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Ex

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Page 22

22

The comprehensive guide on how to leave an effective message

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Med

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Res

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earc

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edia

min

d.co

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com

Ben

chm

arks

for C

anad

a - Q

3 20

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2011

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Polit

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Ric

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edia

Page 23

23

The comprehensive guide on how to leave an effective message

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min

d.co

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arks

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Ric

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Page 24

24

The comprehensive guide on how to leave an effective message

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chm

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for G

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y Fo

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Page 25

25

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min

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chm

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Kon

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2011

Perf

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Page 26

26

The comprehensive guide on how to leave an effective message

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srae

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Page 27

27

The comprehensive guide on how to leave an effective message

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