Build top of mind awareness while driving engagement with the brand
Flight Dates: June 2, 2014 – August 15, 2014
MeringCarson’s approach to defining campaign targets follows a mixture of industry benchmarks — as provided by Sizmek, MC’s global ad serving partner — previous campaign performance, and agency experience. As technology and user behavior continues to evolve, benchmarks are constantly being redefined to more accurately reflect usage patterns and are subject to change over time as further campaign history is established.
Targets for the display portion of the Summer 2014 campaign, detailed below, reference Sizmek’s 2013 Benchmark Data Book that is built on data from over 913 billion served impressions in 2013 — including more than 25 unique ad formats, 3,500 unique size combinations and 2 million individual ads across 22 different verticals and 47 countries.
About Dwell: Dwell is defined as active engagement within an ad, including positioning the mouse over the ad, user-initiation of video, user-initiation of an expansion, or any other user interaction lasting over one second. Interactions lasting less than one second (such as accidental interactions) are excluded from the below dwell metrics.
Dwell rate is defined as the ratio of impressions with dwell over total impressions. A higher dwell rate translates to more impressions where a user has actively engaged with an ad and infers interest in the ad’s content.
Measured in seconds, the average time a user actively engages with the ad. A higher dwell time indicates that user has spent more time engaging with and consuming the ad content.
Target: 40.9 Seconds
Reflects the percentage of clicks that resulted from served impressions. Rich media ads, as featured in this upcoming campaign, carry more than double the 0.07% benchmark set for standard flash ads similar to those used in the Winter 2013/2014 campaign. However, for campaigns emphasizing in-banner engagement, click-through rate is considered a secondary metric and will largely be used to address “tie breaker” scenarios during optimizations.
Measured by Google Analytics, visits are the basic measure of traffic to the site. The visits goal is calculated on an average of 60% of clicks resulting in a visit. Many factors can contribute to a fewer number of visits than clicks, including multiple clicks, accidental clicks, and the user’s browser privacy settings. Again, campaigns emphasizing in-banner engagement largely consider visits a secondary metric.
2.63% Dwell Rate
With the additional optimizations, the display campaign saw great improvements in the final weeks. Dwell rate improved by an additional 13%, peaking in period 4 with a 3.28%, providing an overall dwell rate for the campaign of 2.63%.
39.3 seconds dwell
Dwell time experienced a slight drop in period 5, ending at 30.7 seconds. Dwell time peaked in period 2 and the campaign finished with an overall dwell time of 39.3 seconds, slightly below campaign goal but still beating out the industry average.
Display finished the campaign 25% over the visits goal of 45,564 with a total of 56,882 visits. Period 3 provided the largest lift in visits with over 23.7K, while period 4 finished strong with 12.7K during the final push.
On over 54 million impressions and 83k clicks, the display campaign finished at goal with a 0.15% CTR. Overall performance was consistent throughout the campaign, however peaking slightly during period 3.
DISPLAY PROVIDES LIFT IN VISITS YOY AND CONTINUED SHIFT TO NEW VISITORS
Similarly to the winter campaign, we were able to increase and engage with a new audience as we observed the share of new visitors vs returning shift from 68% in the previous year to 73% this year. With this lift in new visitors to site, we also saw an increase in traffic onsite YOY by 38.5%, with 223k in 2013 and 309k in 2014.
SITE DIRECT AND FIRST PARTY NEWORK PARTNERS DRIVE HIGHEST IN BANNER ENGAGMENT
Our site direct partner, ESPN, who indexed very well against our audience, provided the the highest overall engagement in banner, finishing with a 5.46% dwell rate and 73.5 second dwell time. Sojern, our qualified data network partner, and Lonely Planet, came in just behind ESPN with a 3.65% and 3.46% dwell rate respectively.
THIRD PARTY NETWORK PARTNER DOES HEAVY LIFTING FOR VISITS AND EFFICIENCY
Tribal Fusion, our main network partner, drove the largest amount of visits to site, accounting for 63% of overall visits to site during the campaign. As they drove the highest amount of awareness, they continued to keep the efficiency of the campaign with an overall cost per visit of $1.90. While their engagement in banner struggled in the begining of the campaign, they ended strong and provided the largest amount of onsite video views of all partners (28% of video views).
ALIGN CONSUMER JOURNEY, PLACEMENTS, AND PUBLISHER ENVIRONMENTS WITH CREATIVE
As optimizations were made to the campaign, the importance of alignment with creative to where the consumer was in their journey became more and more important. Consideration by placements in different publisher environments prompted the shift to static placements while continuation of strategy shifted from in banner to onsite engagement. With the shift specifically of Trip Advisor and Virtual tourist, we observed a large increase in on site engagement as they lead in time on site and page views. Trip Advisor led overall with a 1:17 TOS and 1.96 page views, while Virtual Tourist came in just behind with a 1:14 TOS and 1.65 page views.
CAMPAIGN KPI’S AND GEOGRAPHICAL IMPLICATIONS
With the development of the KPI’s for this campaign, MeringCarson took into consideration industry standards as well as experiences with clients of like industries. Similarly, these clients measure success against engagement, however, geographic targeting is much narrower with Mammoth. With this narrowing of the targeting, ability of reach shifts and as a result KPI’s moving forward should be adjusted accordingly.