As its seems fairly topical from looking at the press right now, and for those whom are interested in how to move towards justifying the commercial aspects on interactions over click-throughs, here’s a snap-shot of one particular model I discuss within my presentation ‘How to Make a Good Impression’. There’s a whole lot deck of stuff to back this up, but I offer it out as a taster and means to provoke discussion…
How to make a good impression: A user-centric approach to advertising
The digital landscape has changed and so have the ways of measuring it. By seeing the consumer as an individual, technology allows brands to speak to consumers directly at their point of engagement and then allow them to choose how and when they want to proceed. By watching and learning user behaviour behind the scenes and with the assistance of profiling and retargeting, brands can now personally speak to individuals with the message most relevant to them and then gently influence them through the purchasing funnel. We will look at how in a recent campaign, we used this combination of passive learning and pro-active nudging to move consumers along that product awareness path.
This presentation combines my first-hand observations with internal findings based on research. The industry is seeing click through’s in decline. Partly due to change in user habits, only 10% of time online is now “surfing” and therefore the knock-on effect of how to develop a response with a user.
- Rich Media is powerful at generating response without need to click-thru – see slide 8
- Rich Media is powerful at developing an “emotional” response, i.e. branding – see slide 9-11 on impressions v clicks at generating conversions
- Rich Media is more cost effective if we can develop responses WITHIN a creative – you are 40x more likely to touch ad / interact, then click these days – and this is shown in ROI delivered – see slide 18/19
Coupled with behavioural advertising, is very powerful at engaging a user emotionally, physically then leading them down a process of driving conversions. The examples I show in my presentation are how MSN and Eyeblaster have done this.
Supporting document: Context Matters
MSN’s own latest global research on advertising in situ that forms a sounding board for my own industry investigations. I have had no direct hand in developing this piece but it serves as a back-drop which I complement with my own presentation and as a result is setting a foundation for further research together.