SOURCE: PointRoll

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November 10, 2010 09:00 ET

Expandable Rich Media Ads Outperform Non-Expandable Flash Ads

PointRoll and Compete Data Reveals Ad Effectiveness for Driving Sales, Purchase Intent, Search, Site Visits and More

NEW YORK, NY--(Marketwire - November 10, 2010) - New research reported by PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and the leading provider of digital marketing solutions, and Compete, a Kantar Media company and leading digital intelligence provider, shows that consumers exposed to expandable ads were significantly more likely to take action across the entire purchase funnel -- from consideration to purchase -- than users exposed to non-expandable ads.

Expandable ads are those that expand from a display banner when a user takes an action to interact with them, such as rolling their mouse over the ads, to reveal a larger ad space that can contain interactive content including video, coupons, data collection, gaming, polling and more.

Compete found that expandable ads significantly outperformed non-expandable ads across both brand and direct response success measurements. For example, expandable ads outperformed non-expandables in driving brand searches by an average of 39 percent and by as much as 155 percent. For driving key purchase indicators, expandables outperformed non-expandables by an average of 43 percent and by as much as 115 percent.

"As marketers seek the best advertising strategies and platforms to reach their digital goals, this study confirms that rich media expandable display ads drive better ROI," said Jason Tafler, CEO of PointRoll. "The PointRoll and Compete findings illustrate how marketers can deliver a more compelling user experience and exceed investment expectations when it comes to delivering both engagement and sales -- by using rich media display ads."

With a unique panel of more than two million people and its use of click-stream data, Compete comprehensively tracks users across the web, from engagement with advertising or publisher sites to the eventual purchase of goods or services, even offline for certain verticals.

"We looked at how rich media display ads perform across various brand and response metrics and verticals and found statistical validation that expandables outperform non-expandables in every category we measured, including brand engagement, site visitations and search," said Stephen DiMarco, Chief Marketing Officer of Compete. "Through our involvement in PointRoll's Open Insights partner program and our research methodology, advertisers are able to use this data to understand the far-reaching effect that creative has on user behavior, and can confidently adjust their media and creative strategies to achieve maximum campaign performance."

The study was conducted to highlight rich media performance across industry verticals and to demonstrate the measurement capabilities of a new product, Compete's AdImpact RM. Compete and PointRoll jointly developed this highly accessible version of Compete's AdImpact offering which is designed to focus specifically on rich media performance. AdImpact RM is available to PointRoll advertisers through Open Insights, PointRoll's partnership program designed to help marketers more easily and better use data to inform, improve, and measure creative campaigns.

The insights announced today not only show brand marketers the significant value of digital display overall, but how and why they need to take advantage of interactive and expandable ads to drive ROI and engage consumers at each point in the purchase funnel including interest, consideration and intent/conversion. Full study results are below.

For driving interest:

  • Brand Search and Category Search -- users who entered brand or category search terms in a search engine
    • For driving brand searches:
      • Expandable ads outperformed the control group (people not exposed to any of the campaign's display impressions) by an average of 283 percent
      • Expandable ads outperformed non-expandable ads by an average of 39 percent and by as much as 155 percent
    • For driving category searches:
      • Expandable ads outperformed the control group by 269 percent
      • Expandable ads outperformed non-expandables by an average of 24 percent and by as much as 143 percent

  • Third Party Site Visitation -- users who visited relevant, in-market research and social sites, indicating the consumer's interest in the category
    • Expandable ads outperformed the control group by an average of 365 percent
    • Expandable ads outperformed non-expandable ads by an average of 49 percent and by as much as 180 percent

  • Competitor Site Visitation -- users who also visited the brand's competitor sites, often an indicator that a consumer is "in-market" for a brand's offering
    • Expandable ads outperformed the control group by an average of 308 percent
    • Expandable ads outperformed non-expandable ads by an average of 37 percent and by as much as 90 percent

For driving consideration:

  • View Through -- users who were exposed to either a non-expandable ad or a rich media expandable ad and later visited the brand site(s)
    • Expandable ads outperformed the control group by an average of 557 percent
    • Expandable ads outperformed non-expandable ads by an average of 64 percent and by as much as 108 percent

For driving intent/conversion:

  • Key Purchase Indicators (KPIs) -- users who took action on the brand's site tied to purchase or conversion
    • Expandable ads outperformed the control group by an average of 1006 percent
    • Expandable ads outperformed non-expandable ads by an average of 43 percent and by as much as 115 percent

Methodology
Campaigns were selected from Automotive, CPG and Financial Services verticals spanning 2009-2010. Selections were based on campaign size and representation of expandables vs. non-expandables across almost three billion impressions. All analyses were performed by Compete based on its panel and established methodologies. Most notably, the Compete panel is click-stream versus cookie based, enabling broad measurement of activities across much longer time spans. The measurement period for this study was 10 days prior and subsequent to campaign flight dates.

About PointRoll
PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is the leading provider of digital marketing services and technology enabling advertisers, agencies and Web publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, mobile, social, and search campaigns. Understanding both the art and science of the digital medium, PointRoll provides the creative tools, analytics, distributed content, and expertise marketers need to effectively engage consumers and make a memorable and measurable impression. Evolving beyond the banner, PointRoll allows marketers to find consumers wherever they are across any digital platform or social channel and deliver a relevant and engaging experience, dramatically improving marketing effectiveness. Serving more than 350 billion impressions for more than two-thirds of the Fortune 500 brands, PointRoll delivers measurable campaign results. For more information, please visit www.pointroll.com and on Twitter at @pointroll.

About Compete
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete's online behavior database -- the largest in the industry -- makes the Web as ingrained in marketing as it is in people's lives. Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. For more information, please visit www.compete.com.

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