AOP – The Premium PackageIncisive Media – Create 5th March 2013
Why Environment matters
the ‘quality’ of touch points are becoming more important,
particularly in an increasing cluttered advertising environment
It starts with Engagement
“the level of involvement, interaction, intimacy,
and influence an individual has with a brand over time”
The New Rules of Engagement
AOP Measures of ENGAGEMENT
Site engagement:(How audiences consume website
content)Dimensions determined by :-Reasons for visitingEmotional attachment
Actions taken on siteAttitudes towards site
Advertising engagement:
(How audiences react to advertising)
Drivers of advertising behaviour
determined by
Attitudes towards
advertising
Awareness of advertisingResponsiveness to
advertising
Brand perception
Premium content sites attract greater trust than portals and social networks
a positive effect on branding and response
Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)
Of all sites that are perceived to have good
quality content, it is original content sites that
drive call to actions
Call to action by environment
Source: comScore Marketing Solutions“How strongly do you agree or disagree that the site shown and its content is trustworthy?
Source: comScore Marketing SolutionsHow strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”
Source: comScore Marketing Solutions
“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree or disagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites I use’?”
Source: comScore Marketing Solutions
Source: comScore Marketing Solutions
Source: comScore Marketing Solutions
“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?
How interested are you in learning more about the products and services provided by this brand or its competitors?”
Source: comScore Marketing Solutions
Source: comScore Marketing Solutions
Search term usage
Source: comScore Marketing Solutions
Search term usage Site Visitation
every 10 index points of trust = 4.7% lift in site visitation
Source: comScore Marketing Solutions
Tablets: High ad interaction on content rich sites
• of digital magazine readers noted or read a digital ad on their tablet or e-reader (GfK MRI Starch Digital Oct ‘12)
• of these
• interacted with the ad & 1:3 took each of the following actions:- touching or clicking the ad to expand it viewed multiple pages of a multi-page ad accessed a Web site through the ad watched a video or commercial viewed a gallery downloaded an app
52%
55%
Strength of VoiceThe unique value of content partnerships - AOP 2013
We asked people whether they associate a specific brand value with specific brands
Respondents are asked to indicate
YES or NO
What people consciously reason to be their opinion
We measure their response in
milliseconds
How strongly an opinion is held by
an individual
Implicit Research
Sample=334
Speed of response
% o
f agr
eem
ent
How brand scores change / improve over time
Best
Best
Sample=334
Speed of response
% o
f agr
eem
ent
Positive attributes
Best
Best
Competitor 1
Competitor 2
Competitor 3
Competitor 4
+18%+18%
Tim Cain@ukaop@timrcain
Thank-yous