NONE: ONLINE-ADS>> _at_d.Tech.Chicago: 6/15/98 - Report #5
ONLINE-ADS>> _at_d.Tech.Chicago: 6/15/98 - Report #5
richard_at_tenagra.com
Mon, 15 Jun 1998 11:26:05 -0500 (CDT)
_at_d.Tech.Chicago
Report 5
June 15, 1998
This is the fifth in a series of 10 reports from Richard Hoy, who
covered _at_d.Tech.Chicago. You will receive these reports in addition
to your normal Online Ads posts/digests.
This coverage is archived at:
http://www.o-a.com/adtech.Chicago/adtechChig-archive.html
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This conference coverage is generously underwritten by:
AdKnowledge makes planning, placing and tracking web advertising easy.
If the web spells chaos to you when it comes to developing a web media
plan, it's time to check out MarketMatch Pro and SmartBanner from
AdKnowledge. Find out how to automate the entire web advertising
process from pre-planning to billing and everything in between. Gain
control over your campaigns with a single point of contact. Save time
and money with the experience and know-how of AdKnowledge. Contact us
today!
e-mail: mailto:info_at_adknowledge.com
phone: 1-800-286-6778
URL: http://www.adknowledge.com/
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ONLINE E-COMMERCE THROUGH CONTENT-RICH ADVERTISING
Lilach Katz
Global Internet Marketing Director
Citicorp
In the Fall of 1997, the interactive agency Modem Media
approached Citicorp to participate in a rich media online
advertising campaign they were putting together with Intel.
The campaign took advantage of a Java-based technology from
Narrative Communications.
Known as Enliven, the technology enables a consumer to
interact with a product or service at the banner level.
Citibank decided to use Enliven to demonstrate Direct
Access, their PC banking service.
Through the ad people could take Direct Access for a test
drive - actually explore the product features within the 468
x 60 pixel window of a banner. For example, say you wanted
to see how you would pay bills using Direct Access. With a
few clicks a demo runs that takes you through the mouse
clicks step-by-step.
Here were the results Lilach could share with the audience:
-more than 25 percent of the people who viewed the banner
interacted with it.
-each person spent several minutes on average (more than
two, less than 10) interacting with the banner; often going
through all five of the main feature demos over and over
again.
-Citicorp was able to identify which features people thought
were most important (ones they went to first), least
important, and the order in which they went through them.
-pre and post campaign analysis showed double-digit increase
in awareness of the product and of Citicorp's brand.
-Enliven allows you to see where the mouse hovered, enabling
you to determine what features hooked the user. This allowed
Citibank to know what features they needed to play up.
The next version of the ad will allow a Citibank customer to
pay an actual bill. This allows the prospect to choose the
interactivity he or she wants versus having to follow
interactivity dictated by Citibank.
"In the world of e-commerce, the lines between advertising
and transacting are becoming closer and closer," said
Lilach.
CONSTANT vs. CHANGE
Patrick Coyle
Media Director
Eagle River Interactive
Patrick Coyle of Eagle River Interactive gave his take on
running a banner campaign. And more specifically, how one
should control the life of creative.
The obvious control is capping the frequency of a banner.
But it is easier said than done in practice.
"If you can limit the message frequency of pieces of
creative, or entire creative campaigns, you obviously are
going to maximize creative life," explained Patrick. "The
problem is it is very difficult to do that at this stage."
How come? Well, up to 30 percent of users will not accept
cookies; which outside of assigning a username and password
is one of the best ways to uniquely identify a user.
You can regain some modest control of frequency by
understanding the percentage of traffic you are buying on a
site. For instance, if you buy a million impressions on a
site like My Yahoo, your average frequency will likely be
much higher because most of those impressions are generated
by repeated use from the same group. Put those banners in
general rotation on a search engine site, in which
impressions are generated by a much larger group, and your
average frequency will likely drop.
Patrick also pointed out that you should ask yourself: How
deep is the creative rotation? If you have lots of banners
that have the same look and feel, you will probably see the
same effects of having a high frequency. This is because
people feel they have seen the banner before. He suggests
that as your campaign becomes more targeted, you should have
more banners to put in rotation.
There are, of course, exceptions to every rule. In a
campaign Eagle River did for Sprint, the best performing
creative didn't start pulling well until the last two weeks
of a month long campaign. And it even outperformed new
creative.
This ends the fifth report of _at_d.Tech.Chicago. Stay tuned for more
in-depth session analysis.
======================================================================
----------------------------------------------------------------------
This conference coverage is generously underwritten by:
AdKnowledge makes planning, placing and tracking web advertising easy.
If the web spells chaos to you when it comes to developing a web media
plan, it's time to check out MarketMatch Pro and SmartBanner from
AdKnowledge. Find out how to automate the entire web advertising
process from pre-planning to billing and everything in between. Gain
control over your campaigns with a single point of contact. Save time
and money with the experience and know-how of AdKnowledge. Contact us
today!
e-mail: mailto:info_at_adknowledge.com
phone: 1-800-286-6778
URL: http://www.adknowledge.com/
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