Wie schon erwähnt: Die NEXT ist eine internationale Konferenz für die digitale Branche, wobei Werbung ein großer Schwerpunkt ist. Wenn Sie Online-Werbung machen oder sich dafür interessieren, lesen Sie jetzt meine unsortierten englischen Notizen aus dem Werbe-Track.
- The click is dead except for video advertising. video advertising will increase.
- advertisers want engagement, not just clicks but time actively spent watching
- impressions do not mean: you have an audience
- video great way of capturing the audience
ways to increase conversion effectiveness of video:
- brand overlays
- product interactions
- brand surveys
- end-screen
- social plugins
- brand awareness
while display click-through-rate has plummeted
Video action rates have been increasing!
attention is basic marketing challenge & video delivers superior performance
….
Is the Click the right currency for display advertising effectiveness
How relevant is it still?
3% of internet population account for 62% of banner clicks
click versus awareness
what branding is achieved through display?
Very positive, even without clicks.
Can it increase consumer engagement: yes +72% advertiser site visitation
does it drive sales: yes +27%
sales impact comparable to TV
online-advertising is only fraction but is even a little better than TV: probably because better to target
what to measure in display-advertising:
- creative quality
- branding lift: awareness, favorability, consumer choice,
- engagement lift: online interaction & search,
- sales lift: online & offline
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