18-20 March 2015
Cologne University of Applied Sciences, Germany
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D 3: GOR Best Practice Award 2015 Competition II
Native Ads - Ad Content in Context
1Yahoo! Germany, Germany; 2Facit Digital GmbH, Germany
Relevance & Research Question:
Digital display advertising is going through a seismic change. Reaching consumers with relevant advertising is becoming increasingly difficult. Nick Cohen, Managing Partner at MediaCom Beyond Avertising summed it up well: "The old models of display advertising are not as effective, for some jobs, as they used to be. We need to look at new opportunities to connect with people."
Those new opportunities are increasingly being built around two of the most disruptive elements in advertising today – content marketing and native advertising – yet the level of insight as to how consumers are responding to them is relatively low.
For this reason Yahoo! and Facit Digital examined the way native ads work with respect to visibility, their ability to convey content, user preferences and the impact on the perception of brands.
Methods & Data:
We conducted 40 individual interviews in which we also collected eye-tracking data (desktop and mobile) and validated the results by surveying 4,014 users, 14-49 years old - half of them on their mobile devices.
Participants were randomly assigned to one of 34 experimental conditions. We distinguished between the ad environment, mobile/desktop, type of advertising, brand and communication objective.
- High visibility with native ads: 93% of those surveyed on their desktop PC and 85% of those surveyed on their mobile device visually engaged with the native ad
- On a desktop native ad's specific content was recalled 13% more often than display advertising content. With mobile advertising, users likewise remember native ad's specific content 19% more often than they remember display advertising. Relevant content helped increase the recall performance both on desktop and on mobile devices.
- Users know that they will land on the advertiser‘s page after a click (>70%); The general rule is: The landing page must contain the content that the ad has promised
- Content driven approaches lead overall to the impression of a closer connection to customers – even if the content provided or the topic do not relate to the user‘s own interests.
The complexity of the experimental setting used for this study gave us the chance to deliver insights on a wide variety of aspects around native ads. It shows not only the strengths, but also the potential pitfalls - from an advertiser as well as from an user perspective. Therefore, this study can both help optimize campaigns and make the digital experience of users more meaningful.
Screentypes - representative typologies of smartphone- and tablet-users
1Axel Springer Media Impact GmbH & Co. KG, Germany; 2d.core GmbH, Germany
Relevance & Research Question:
“Screen-Types” describe in two typologies, representative for Germany, different types of users of smartphones and tablet computers. Both typologies provide comprehensive information about differences of users of digital mobile devices concerning demographic characteristics, interests, attitudes, motives, preferences, purchase behavior and media-usage. These typologies provide a deeper understanding of these fast growing target groups.
Methods & Data:
The typologies were calculated by cluster analysis. Active variable were items concerning usage of the mobile devices. We reduced the lists of about 40 items via factor analysis to 12 factors. The cluster analysis was calculated with the data of the market media study “best for planning 2013 III”, which is based on more than 30.000 interviews face to face, ADM sampling system. The reach of online media is partly technically measured.
The sample population are users of smartphones and tablets in Germany 14 years and older.
The result is two typologies that make clear, that users of mobile devices differ a lot as far as demographic and psychographic characteristics are concerned. For example one type is the “digital newspaper- and magazine-reader” who uses his smartphone intensively to read print media. He is male, wealthy, status conscious and he likes branded articles. Another type is the “mobile communicator”. He is very young and he belongs to a postmodern, hedonistic milieu. He permanently uses social networks, he posts and tweets a lot. It is important for him to experience a lot in his life.
The Screen-Types are the first representative typologies that provide information about users of mobile devices on this particular high level of detail and based on such ab big database and sample size.
The typologies were integrated in the actual market media study "best for planning 2014 I". So up to know all characteristics are variable combinable for individual analysis in "best for planning".
Using Online Real-Time-Measurement for a Deeper Understanding of TV-Spot Impact
1YouGov Deutschland AG, Germany; 2InnoGames GmbH, Germany
Relevance & Research Question: InnoGames, one of the biggest developers of online games worldwide, wanted to establish a reliable test design for TV-spots within the early stages of development in order to maximize their general appeal and success. The intention was to highlight the key strengths and weaknesses of a spot in a very detailed manner that allows concrete conclusions about the potential for optimization. In the presented case, two different animated storyboards of a TV commercial for the game “Grepolis” were analyzed.
Methods & Data: We conducted a quantitative panel based online-survey. The special focus of the interview was a real-time-measurement using mouse movements to identify the involvement scene by scene. This was combined with a classical ex-post advertising effect test. In one of the spots the focus was its powerful protagonist Zeus, in the other spot it was a female character reminding of peaceful times in the past.
Results: The results of the ex-post ratings showed hardly any differences between the spots: Both performed well on category fit, insight and credibility but weaker on activation. Rather surprising in this context was that when asked to rank both spots in direct comparison, the Zeus-spot was the clear winner. Real-time-measurement helps explaining this remarkable finding. In terms of involvement the Zeus-spot excels: starting at the very first second this spot pulls the viewer in and keeps the involvement at a constantly high level throughout the whole spot, especially during the scenes that focus on the character Zeus. The second spot reaches a high involvement level as well, however, only after one third of the spot is seen and at a less constant level. Here, only the part of remembering old times performs extraordinarily well.
Added Value: The real-time-response-measurement was able to deliver very detailed and highly informative differences between the two spots that would not have been revealed by using an ex-post survey method only. The study delivers a deep understanding of the impact and specific strengths and weaknesses of the spots and by this allows deriving concrete and targeted recommendations for action.
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Conference: GOR 15
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