AT&T 2014 EFT Metrics

Transcript

1. AT&T TABLET AD CAMPAIGN RESULTS February 6th, 2014
2. • AT&T Creative • Metrics • Ad Performance Metrics – AT&T • Ad Performance Metrics – General Findings • Best Practices • Appendix AGENDA 2
3. EW April 19th, May 3rd People May 6th, 2013 PESP June 2013 CREATIVE AT&T SFP Ads Ran in EW, People, and PESP 3
4. PESP October, 2013 EW August 16th, 2013 People Sep 2nd, 2013 CREATIVE AT&T EFT Ads Ran in EW, People, and PESP 4
5. CREATIVE AT&T EFT & SFP that ran in Sports Illustrated 5 EFT SI March 25th SFP SI October 14th
6. Additional variability in performance when comparing EFTs to SFPs is driven by difference in • Creative • Hot Spot Area • Location in the book • Time of the year (spring, early summer versus late summer, fall) • Issue topics • Articles next to ads WORD OF CAUTION… 6
7. • Engager Rate • Engagement Rate • Ad Engagements per Engager • Time Spent with Ad Among Engagers ISSUE METRICS AD METRICS AT&T ENGAGEMENT METRICS METRICS INCLUDED IN AD REPORTS • Tablet Issue Readers • Average Time per Issue • Average Number of Sessions per Issue • Ad Readers • Ad Impressions • Ad Impressions per Ad Reader • Time Spent with Ad 7
8. • Engager Rate • Engagement Rate • Ad Engagements per Engager • Time Spent with Ad Among Engagers ISSUE METRICS SPECIFIC AD METRICS AT&T ENGAGEMENT METRICS METRICS INCLUDED IN AD REPORTS • Tablet Issue Readers • Average Time per Issue • Average Number of Sessions per Issue • Ad Readers • Ad Impressions • Ad Impressions per Ad Reader • Time Spent with Ad DRIVEN BY CREATIVE 8
9. AT&T EFTs AT&T SFPs % Change Time Spent with Ad 6.3 sec 4.8 sec +31% Time Spent with Ad Engager Rate 6.6% 2.0% +230% Engager Rate Engagement Rate 8.3% 1.4% +493% Engagement Rate Engagements per Engager 2.3 1.1 +109% Engagements per Engager Time Spent with Ad Among Engagers 13.7 sec 6.4 sec +114% Time Spent with Ad Among Engagers Note: Averages based on 7 AT&T ads that ran in EW, People, and PESP issues on iPad and Kindle platform only KEY AD PERFORMANCE METRICS SUMMARY RESULTS FOR EW, PEOPLE, PESP 9
10. AT&T EFT NCAA AT&T SFP BeTheFan Time Spent with Ad 5.41 sec 4.50 sec Time Spent with Ad Engagement Rate 6.0% 2.3% Engagement Rate CTR 3.3% 2.3% CTR Note: NCAA EFT ran in March 25th SI issue. BeTheFan SFP AT&T ad ran in SI Oct 14th issue. Metrics are based on Kindle and iPad platforms only. KEY AD PERFORMANCE METRICS SUMMARY RESULTS FOR SI 10
11. 3.0 1.3 2.7 1.1 1.1 1.2 0 0.5 1 1.5 2 2.5 3 3.5 EW People PESP Engagem ents per Engager 19.5 6.3 15.3 7.0 5.3 6.3 0 5 10 15 20 25 EW People PESP Time Spent with Ad Among Engagers (sec) KEY AD PERFORMANCE METRICS RESULTS BY TITLE 2.0% 11.1% 6.8% 1.8% 1.4% 2.7% 0% 2% 4% 6% 8% 10% 12% EW People PESP Engager Rate (%) SFPs EFTs 11 4.2% 10.2% 10.5% 6.0% 1.5% 1.2% 1.7% 2.3% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% EW People PESP SI Engagement Rate (%) 4.9 4.7 9.2 5.4 4.5 3.9 6.2 4.5 0 1 2 3 4 5 6 7 8 9 10 EW People PESP SI Time Spent with Ad (sec)
12. KEY AD PERFORMANCE METRICS RESULTS BY CREATIVE 6.5% 6.8% 1.7% 2.7% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Nokia Lumia Galaxy S4 Hispanic HTC First HTC First Hispanic Engager Rate (%) 2.1 2.7 1.1 1.2 0.0 0.5 1.0 1.5 2.0 2.5 3.0 Nokia Lumia Galaxy S4 Hispanic HTC First HTC First Hispanic Engagement s per Engager 12.9 15.3 6.4 6.3 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 Nokia Lumia Galaxy S4 Hispanic HTC First HTC First Hispanic Time Spent with Ad Among Engagers (sec) SFPs EFTs 12 7.2% 10.5% 6.0% 1.4% 1.7% 2.3% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% Nokia Lumia Galaxy S4 Hispanic NCAA Brackets HTC First HTC First Hispanic BeTheFan Engagement Rate (%) 4.8 9.2 5.4 4.3 6.2 4.5 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 Nokia Lumia Galaxy S4 Hispanic NCAA Brackets HTC First HTC First Hispanic BeTheFan Time Spent with Ad (sec)
13. • EFTs outperformed SFPs in all creative driven ad performance metrics • EFTs outperformed SFPs across all titles (430% increase!) • Largest lift was observed for Engagement Rate among EFTs compared to SFPs • Readers that engaged with EFT ads spent more than double the time with ad compared to readers that engaged with SFP ad KEY TAKEAWAYS 13
14. Average Time Spent with Ads is higher for Monthly titles and for Multi-Cultural Titles. AD PERFORMANCE BY FREQUENCY AND TYPE 14
15. 0 5 10 15 20 25 30 35 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Time Spent with Ad (Seconds) Location in tablet issues AD PERFORMANCE BY POSITION IN TABLET ISSUES A U-Shaped curve, primarily driven by the Cover 2, 3, and 4. 15
16. AD PERFORMANCE BY NUMBER OF PAGES IN ADS +96% +134% +251% 0.0 5.0 10.0 15.0 20.0 25.0 One Page Two Pages Three Pages Four Pages Time spent with ad (seconds) There is a significant increase in average time spent with ads with each additional page. However, while the accumulated time spent continues to increase for 3 and 4 page ads, we begin to see diminishing returns. Source. Omniture, Kantar. Based on 2013 Time Inc tablet iPad and Kindle issues. 16
17. AD PERFORMANCE BY AD CATEGORY Each dot represents an ad within its category. The overlaid Box-Plots help identify the center and spread of time spent in each category. While there are high and low performers, we have ads in each category that score higher than 20 seconds. Source. Omniture, Kantar, Dec 2011 - June 2013 17
18. Seconds Source. Omniture, Kantar, Dec 2011 - June 2013 31% 20% 73% 75% 45% 32% 24% 9% 46% 16% -8% -11% 8% -15% 0 2 4 6 8 10 12 14 16 Time Spent with Ads by Product Category and Ad Type EFT Ads SFP Ads AD PERFORMANCE BY AD CATEGORY EFTS VS OTHER 18
19. EFTs vs ALL non EFTs, 2013, Outliers Removed Enhanced for tablet ads outperform Non EFT ads, with a median value that is 76% higher, but also with greater variance in results. AD PERFORMANCE BY AD TYPE 19
20. +31% +174% +341% +114% +268% +98% +326% +206% +34% +290% +95% +116% +221% +53% +127% +148% 0 5 10 15 20 25 30 AT&T Average for Top EFT Ads Product 1 Product 2 Product 3 Product 4 Product 5 Product 7 Product 8 Product 9 Product 10 Product 11 Product 12 Product 13 Product 14 Product 15 Top 15 EFT Ads with Matching Non EFT Ads EFT (n=37) Non EFT (n=156) EFTS VERSUS NON EFTS – GENERAL FINDINGS Source. Omniture, Kantar, Dec 2011 - June 2013 20 Great EFTs dramatically outperform SFP ads for the same product.
21. Las Vegas - Ran in Swimsuit Issue , Feb 2013 BEST EFT ADS 21
22. Hyatt - Ran in InStyle November 2013 BEST EFT ADS-EXAMPLES 22
23. Glade – Ran in People, StyleWatch, and Cooking Light November 2013 BEST EFT ADS-EXAMPLES 23
24. Toyota Avalon Asian Auto – Ran in Time April 8th 2013 BEST EFT ADS-EXAMPLES 24
25. Toyota Camry Asian Auto – Ran in Real Simple Jan 2013 BEST EFT ADS-EXAMPLES 25
26. Kraft Salad Dressing – People May 5th, 2013 BEST EFT ADS-EXAMPLES 26
27. Hellmans Olive Oil Mayo – People May 27th, 2013 BEST EFT ADS-EXAMPLES 27
28. Samsonite Luggage– Ran in Fortune May 20th 2013 BEST EFT ADS-EXAMPLES 28
29. Our studies have shown that great EFT ads have: 1. Visual stopping power, dynamic images 2. Personally relevant content 3. Innovative use of tablet technologies, optimized for engagement 4. Clear points of entry 5. Calls to action that promise value, and deliver BEST EFT ADS-SUMMARY 29
30. THANK YOU 30
31. APPENDIX 31
32. Tablet Issue Readers – Number of issue readers Average Time per Issue – Number of minutes tablet issue readers spend with a specific issue across reading sessions Average No. of Sessions per Issue – Average number of times each tablet issue reader returns to a specific issue Ad Readers – Total number of issue readers that saw an ad at least once Ad Impressions – Total number of times an ad was viewed Ad Impressions per Ad Reader – Number of times a tablet issue reader views a specific ad page in a tablet issue Average Time Spent with Ad – Average time spent with a specific EFT ad, across reading sessions Ad Engager Rate – Percentage of Ad Readers that engaged with the ad by clicking, tapping, swiping, playing videos, etc. Ad Engagement Rate – Similar to click rate, percentage of Ad Engagements (click, tap, video) per ad impression Ad Engagements per Engager – Average number of ad engagements per ad engager Time Spent with Ad Among Engagers – Average time spent with ad among readers that engaged with that ad DEFINITIONS 32
33. INDIVIDUAL AD REPORTS 33
34. INDIVIDUAL AD REPORTS 34
35. INDIVIDUAL AD REPORTS 35
36. INDIVIDUAL AD REPORTS 36
37. INDIVIDUAL AD REPORTS 37
38. INDIVIDUAL AD REPORTS 38
39. INDIVIDUAL AD REPORTS 39
40. INDIVIDUAL AD REPORTS 40
41. INDIVIDUAL AD REPORTS 41
42. ESTIMATED TOTAL TABLET AUDIENCE 42 Title Issue Estimated Total Tablet Audience Entertainment Weekly April 19-13 66,239 Entertainment Weekly August 16-13 57,859 People May 06 - 13 83,978 People September 02 - 13 79,020 People En Espanol 13-Jun 3,672 People En Espanol 13-Oct 4,358 Sports Illustrated March 25-13 31,718 Note. Estimated Total Tablet Audience measurements are derived using tablet readership data for iPad and Kindle Fire and iPad and Kindle Fire Digital Circulation as a % of Total Digital Circulation for iPad, Kindle Fire, BN, Google Play, NIM, and DTP, and is intended to be a rough guide only. Time Inc Digital Circulation 2012H1/2013H1 Growth Rate: 193%