NONE: Re: ONLINE-ADS>> Why not rich media?
Re: ONLINE-ADS>> Why not rich media?
Keith Pieper (ideas_at_matchlogic.com)
Mon, 23 Feb 1998 10:34:24 -0700
1) Bandwidth
It seems that bandwidth is the overriding factor impeding the acceptance
of rich media. So given that fact, three choices remain :
1) Wait for bandwidth to grow
No one wants to wait.
2) Target users based on bandwidth
Is it possible to do this? Has anyone heard of such technology?
The short-term answer would then be to create bandwidth and technology
targeted ads to those capable of viewing them? And over time this pool
would expand?
(As an aside, Michael Morath might consider creating bandwidth targeted
web sites?)
2) ROI Data
The second factor is lack of ROI data? Sounds like a catch-22. Few want
to "risk" testing rich media because of bandwidth constraints. Yet, many
wait for ROI data to implement rich media. Anyone interested in being a
guinea pig for testing and research?
As an aside, I recently completed a summary report of the the seven rich
media studies, reports, or cases that I could dig up. In summary, I
found that as a cutting edge medium, rich media has been studied very
little. However, the few studies that have been done share a common
theme - rich media is effective.
Naturally, as rich media provides a fuller interactive experience than
traditional banners, it appeals to more senses. Therefore, as a more
complex medium, benchmarking of rich media effectiveness surpasses
simple click-through models. Rich media effectiveness impacts
ìqualitativeî measures of brand awareness, recall, purchase interest,
and purchase intent more so than traditional banner ads.
The simple act of placing a rich media ad on the web will produce
greater results than traditional banner ads. However, placing
significantly more attention to the brand complexities offered by rich
media in pre-campaign strategic planning and thorough creative
executions will no doubt lead to far greater results than simple
click-through rates.
Here is a summary - let me know if I missed any -
Grey Interactive/ASI Research Interstitial Study
-Interstitial ads that ìpop-upî on screen have a recall rate of 76%.
-Banner ads have a recall rate of 51%.
-Interstitials generated 44% higher click-through than banner ads.
Bezerk.com Interstitial Ad Study
-Brand recall increased 64% after consumers were exposed to a single
interstitial ad (compared to an average 30% increase for traditional
banner advertising).
-Interstitials were twice as effective as traditional online banners.
-Interstitials were 2.5 times as effective as television.
-MB Interactiveís FORCE (First Opportunity for Recall of Creative
Exposure) score is widely used to evaluate traditional media.
-Interstitials median FORCE score was 25, compared to 18 for print, 12
for banners, and 10 for television.
-Awareness of tested brands increased an average of 7%, with newer
brands seeing greater lift than more well known brands.
-On average, consumer purchase interest in the advertised brands
increased 14%.
Goldwin Golf/Foote Cone & Belding V-Banner Case
-Prior to V-banner, they ran static banners on GOLFonline, generating a
click-through rate of 1.8%.
-V-Banner contained a three-second looping video clip of Golf Pro Nick
Price swinging at the tee.
-The Goldwin V-Banner ran on the GOLFonline site for approximately six
weeks.
-V-Banner consistently delivered click-through rates ranging from 5.6%
to 5.9% -- over a 250% increase
-They ran a second V-banner campaign immediately following the first
V-Banner in the same area of the GOLFonline site.
-Generated a similar click-through rate as the first ñ averaging 5.8%.
Budweiser V-Banner Case
-V-Banner ran on the Lycos search engine for about four weeks.
-Coupled with the keywords ìbudî, ìbudweiserî, ìAnheuser-Buschî, the
average click-through rate was 42%.
Volvo V-Banner Case
-Online promotion that led users from Yahooís home page to a Volvo Road
Rally microsite where users virtually traveled across country after
which they could win the road trip of a lifetime.
-Participants navigate their way to four mystery locations, following
special clues which led them to the next location.
-Each correct guess gave the user a souvenir which delivered an extra
chance to win the grand prize.
-Users got additional clues through the V-Banner, which highlights the
VOLVO commercial that was currently running on television, and
clicks-through to the actual TV spot.
-A fully interactive advertising experience, using entertaining online
multimedia, to integrate and reinforce brand awareness.
-The V-Banner within the microsite generated a 29.9 click-through
percentage.
Fusion Films V-Banner Case
-V-Banners were used only on the front end teasing the viewer with a
clip from the Nobodyís Heroes snowboarding video that Fusion Films sells
online.
-The click-through goes to an e-commerce page where users can purchase
copies of the video teased in the V-Banner among others.
-V-Banner click-through rates were almost 40%.
Mpath Interactive Survey
-Mpathís Mplayer is an online gaming community with 275,000 members.
-Average visit is about 1 hour, with an ìimpressionî lasting nearly 40
minutes.
-12 week campaign with pre and post surveys.
-Non-controlled, although client was advertising little elsewhere.
-Placements were 4 banners, 2 sponsored tournaments, 1 lobby
sponsorship, 1 interstitial, and 1 chat ad.
6 week results included:
-Brand awareness increased 5 times.
-Purchase intent increased 5 times.
-Perception as a leader in their field increased 8 times.
-Negative perceptions were reduced 40%.
3) Lack of Standards
Mark Dolley at Zapworks said lack of standards were another reason
preventing the growth of rich media? Please explain more specifically.
4) Development Costs
Tom Wentworth at Narrative said that development costs of rich media
banners are 5-10 times that of a standard gif. Has anyone had experience
here? Do you find the same to be true? Time and dollar cost combined.
Honestly, I don't think we can ignore the inevitable - the internet is
becoming more like TV everyday. And when you combine the benefits of
TV-like advertising with the benefits of web advertising, the results
will be superior to all other mediums. How can this industry prepare for
the future?
Master Multitasker
--------------------------------------
Keith Pieper
Idea Architect, MatchLogic
303-665-4007 x232
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