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1、,Shelley MorrisonVP AdvertisingRealNetworks,Inc.,Rich Media Advertising,The Question,What is Rich Media?,The Answer,Media that makes you RICH.,Agenda,Rich Media Advertising Overview of Advertising OnlineRich Media AdvertisingFuture of Rich Media AdvertisingCase SMillward Brown BrandImpact StudyQ&AWr
2、ap-up,Advertising Online,Rapidly expanding mediumIncreasing Ad RevenuesDeclining click rates Rich Media acceptance rising Bandwidth continues to be a challenge,Years to reach$2 billion in Ad revenueRadio=40TV=11Cable=9Internet=3,History of Mass Medium,Years to reach 50 million usersRadio=38TV=13Cabl
3、e=10Internet=5,Source:Forrester Research,Notable growth in just a few short years($billions),Internet Advertising Revenue,$.28,$.91,$1.9,SOURCE:Jupiter Communications,$3.0,Banner advertisement clickthrough rates,Eroding Clickthrough Rates,2-4%,+2%,+1%,+.5%,Number of Sites that accept rich media ad t
4、ypes,Wider Acceptance of Rich Media,695,Source:AdKnowledge,10,20,30,40,50,60,1995:Consumer Web just Starting,10,20,30,40,50,60,1997:POTS Delivered,10,20,30,40,50,60,70,Future Bandwidth Growth?,Where weve been,Static BannerAnimated Banner,Rich Media Banners today,Enliven,Audio,Java,Unicast,Flash,Vide
5、o,Other Forms of Rich Media,A/V experience,Daughter-Window Pop-up,Unicast,In-Stream Advertising,The Future of Rich Media Adv.,Bandwidth constraints decrease Internet experience increasingly becomes multimedia rich Richer creative pallet builds emotional tie between customer and advertiser Rich Media
6、 becomes standard part of adsRich Media-powerful response and branding,Case Study,Millward Brown Interactive BrandImpact Study,Slides here,BrandImpact Study,Contents,ObjectivesResearch MethodologyDetailed Findings Conclusions and Recommendations,Objectives,Was the ad effective?Was it noticed and rem
7、embered in connection with the brand?Did the ad increase awareness for the brand?Did it positively impact consumers perceptions of the brand?,Research Methodology,Field statisticsFielded March 29 through March 31,1999Cooperation rates,Survey CooperationClickthroughCompletesRateControl3%47%1.5%(3149)
8、(1492)Test1%47%.5%(2524)(1180),Research Methodology,BrandImpact MethodologyA small percentage of users are sampledOf those sampled,random assignment between control and exposed cells are madeControl sees the control(decoy)adTest sees the test adThe same survey is administered to both groups measurin
9、g overall brand and advertising awarenessImage ratings for are performed by both control and test membersDifferences in advertising and brand awareness as well as in image attribute ratings are attributed to the impact of the test ad,Research Methodology:Flow,User accesses the stream,Control,Test,No
10、t Sampled,Streaming Ad,Survey,Survey,Streaming Ad,Streaming Ad,CGIsampling procedure is run,Detailed Findings,How advertising worksWas the ad effective?Was it noticed and remembered in connection with the brand?Did the ad increase awareness for the brand?Did it positively impact consumers perception
11、s of the brand?,How Advertising Works,Presence-Need to spend money to be visible,BrandedMemorability-Do they remember the ad?-Do they know its for your brand?,Empathy-Did they like the ad?,Communication-Was a message communicated?,Impact-Did the ad have an impact?-Did brand awareness increase?-Did i
12、mage change?-Was there an increase in purchase intent?,For an ad to be successful it must surmount a number of hurdles to generate an impact on the brand.Like pieces of a puzzle the brand must succeed on each of these steps to have the most profound impact on the brand.,Source:Millward Brown Interna
13、tional,“The Advertising Hurdles”,Ad Awareness,ControlTest%Difference%increase16%50%34%213%,Q:Was the ad noticed and remembered in connection with the brand?A:Yes,Brand Awareness,Electronic RetailControlTest%Difference%increaseOn/offline 15%36%+21%140%Online only15%39%+24%160%,Q:Did the ad increase a
14、wareness of the brand?A:Yes,Brand Perceptions,Q:Did the ad positively impact perceptions of the brand?,Summary,Building an online brand requires marketers to continuously leverage the medium beyond the status quoConsumers are overloaded by a constant stream of communication messagingCutting through
15、the clutter requires effective creativeDelivery must be in a format that catches the consumer off guard and captures their attentionWhat made this ad work across all of the levels measured is the combination of powerful rich media delivery and strong creative messaging,Brand Perceptions,Q:Did the ad
16、 positively impact perceptions of the brand?A:Yes,ControlTestIncreaseIs growing more popular62%71%9%Offers something different from the competition22%36%14%Is better than other online electronics retailers20%21%n/aMeets your needs30%32%n/aMakes it easy to shop online46%51%5%Provides good value at a
17、great price39%49%10%Is cool and cutting edge35%45%10%Sets the standard for others to follow21%28%7%Provides a one-stop shopping environment42%42%n/aPromises a deal too good to be true19%29%10%,Conclusions and Recommendations,BLAH!BLAH BLAH,Summary,Rich Media is here to stayInvestment in creative development and deployment pays offThink:click to purchaseview to purchasebrand building,Time for Q&A,Streaming Media Advertising Increased 800.COMs Brand Awareness by 160%,
