29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

About video ads vs display ad banners ROI and new

advertising agencies scenario

1Will video be king?

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Ad video is the advertising format that converge most with consumers and advertisers desires on the Internet

VIDEO = one of the easiest ways to get information or

have fun

VIDEO = the first media channel where people can

join

VIDEO = a democratic content creation

VIDEO = the best format for virality

VIDEO = a versatile format to include in all types of communication

VIDEO = one of the best formats to engage with people

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

2 Will the cost of producing great video ads deliver a better ROI than traditional

display?

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

First of all, how can we measure the ROI of an advertising video?

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

So, what’s the main difference measuring an advertising video ads vs. traditional banner

display ads?

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Video Ads is not about delivering “clicks”: it’s about engagement

So, the click here will be a much more valuable click as the customer

is a HIGHLY engaged customer.

Video Ads are not about getting a fast tactical click but about getting the person to actually engage with the brand and hence measurement of success itself will change .

In most of campaign objectives, video ad’s deliver a better ROI than traditional display

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Rich media with video has best results for brand favourability

Rich Media with video

GIF and JPG Rich Media without video

Simple Flash

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Rich media with video has best results for aided brand awareness

Rich Media with video

GIF and JPGRich Media without video

Simple Flash

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Rich media with video has best results for purchase intent

Rich Media with video

GIF and JPGRich Media without video

Simple Flash

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Rich media with video has a similar results for online ad awareness

Rich Media with video

GIF and JPG Rich Media without video

Simple Flash

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Rich media with video has worse results for message association

Rich Media with video

GIF and JPG Rich Media without video

Simple Flash

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

In conclusion: which format is more effective?

Videos run as advertisements receive CTR between 4 and 7 times that of image banner ads.

Users tend to watch more than 2/3rd of the video on average

So, we could conclude that based on these figures, is the format which is leading to a

better result and not the cost of the particular piece of advertising

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

3How will agencies need to adapt to meet their client needs?

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

New ad agencies will have to expand their strategic approach to advertisers’ briefings and

change their cultural mindset regarding measurement

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

And that shift will need structural changes within the agencies

29/10/09

4What will entice the consumers to click on an ad?

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

An ad needs to call the attention through several characteristics

-Size-Colours-Animation-Placement

-Brand-Interaction-Design-Prescription

-USP-Surprise intuition-Identification

-Call to action-Click friendly-Intrigue

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Advertising formats will need to be more compelling, attractive, surprising and

innovative each time, in order to stand out over the great and multiple impacts users are receiving each day in the Internet and mobile

devices

So it’s not really about the click, but the value of the click

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.

Companies need to get off the ”click game" as it will make it commoditized

They must generate

value in the product

Sources

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080505/FREE/589299130/1363#seenit

http://www.reelseo.com/video-ads-more-effective/

http://www.banditads.com/

http://www.simdalom.com/blog/2009/01/09/el-nuevo-modelo-de-agencia/

http://www.infobrand.com.ar/notas/9783-Las-agencias-de-publicidad-se-reinventan-en-el-nuevo-escenario-digital

http://www.articlesbase.com/software-articles/steps-for-effective-banner-design-569039.html

Research Report “The Brand Value of Rich Media and Video Ads”, Double Click, June 2009

29/10/09

GROUP A: Leonardo Bittan, Rahul Nambiar, Anne-Camile Bianchi-Mirasole, Filipe Andre Gomes de Faria, Gonzalo de la Mata and Elena Ibáñez.