Archive for Michael Froggatt

School's Out for Summer. Get Back-to-School (shopping!)

Posted by Michael Froggatt on July 2nd, 2013 at 1:13 pm

In the digital advertising space, even though some of us are lucky enough to have summer Fridays, the job doesn’t really slow down. There are campaigns to plan - especially for our US retail, apparel and electronics clients, which get a big sales boost during back-to-school season. After all, in a short time parents will be shopping for everything kids will need for school, from Snack Pack pudding to new clothes. The smart marketer prepares their campaigns while the family is at the beach.

Super Bowl Ads: Behind the Scenes

Posted by Michael Froggatt on February 7th, 2013 at 1:18 pm

This Super Bowl was one for the history books: Baltimore held on to top the 49ers, Beyonce conquered the stage and Oreo capitalized on a 34-minute blackout with a speedy social response. From a branding perspective, advertisers, agencies and media are racing to analyze results and rank Super Bowl ads – the fruit of months of planning and labor.
Super Bowl XLVII drew 108.7 million viewers from 53 million homes. TV ads, still the main focus of branding during the game despite digital and social media, cost $4 million per 30-second spot, not counting production and creative costs. This year, DG delivered 80% of the total TV ads and was on site at CBS to ensure every technical and creative detail of the pricey spots ended up on the big screen without a glitch.
Perennial favorites like Doritos, Budweiser, Taco Bell, Dodge, Chevrolet and America’s Milk Processors were all present, delivering a mix of slap-stick and tear-jerkers. Nielsen’s recall index rated the Doritos “Goat-4-Sale” ad as the most recalled by its panel, with a recall rate 1.38 times that of the average Super Bowl ad, followed by Taco Bell’s “Goodnight Mr. Goldblatt” and GoDaddy’s “Two sides to GoDaddy” with 1.37 and 1.30,... Read more

Cyber Monday Ad Metrics Jump, Mobile Clicks Skyrocket 1293%

Posted by Michael Froggatt on December 4th, 2012 at 8:20 am

Cyber Monday is one of the busiest days on the web, bar none. Most of the attention gets thrown to retailers, with several research and trade organizations projecting behemoth stats for both user and sales figures: comScore estimated that online sales for the day reached $1.47 billion.
MediaMind recently analyzed the impact that Cyber Monday plays across the internet advertising ecosystem and recorded large jump in both impressions served and engagement. MediaMind’s platform served 46.2% more standard banner, video and rich media impressions on Cyber Monday in 2012 than 2011. In addition, the total number of clicks rose 40.0% for an average CTR of 0.14%.
As smartphones and tablets become more common in the home and people continue to show a willingness to browse and shop on them, consumer-oriented brands are purchasing ads to reach their engaged mobile customers. In 2012, MediaMind’s platform served 220% more mobile standard banners than on Cyber Monday 2011. Mobile clicks skyrocketed a staggering 1293%, an almost thirteen-fold increase. While some of these can be attributed to fat fingers, the sheer magnitude of clicks indicates a broader  trend of rising mobile engagement. As a result, mobile standard banner CTR jumped to 1.54% for the day.

The importance of... Read more

Viewable Impressions Send Engagement and Relevance Soaring

Posted by Michael Froggatt on November 13th, 2012 at 12:29 pm

Viewable impressions, display ad impressions actually in-view to the user, are a hot topic that continues to gain steam in the digital advertising industry. The Making Measurement Make Sense(3MS) initiative, a coordinated effort by the IAB, 4A's, the ANA and others recently engaged the Media Rating Council (MRC) for certification. I won’t get into the timeline or details, all of that is available on MeasurementNow.net, but the most important and talked about point is the intention to shift digital measurement from a "served" to a "viewable" impression standard. Viewability is based on the MRC/3MS recommended definition of at least 50% of pixels in-view for one second.
As we delved into internal data on viewability, we uncovered new insights about campaign performance. Metrics from impressions that never had a chance to be seen by a consumer were dragging down overall performance; by eliminating extraneous impressions, we saw performance increase dramatically.
In a preliminary analysis of approximately 7.4 billion rich media impressions recorded worldwide during September 2012, we quantified the connection between campaigns with a higher aggregate viewable rate and higher engagement metrics. Worldwide, click-through rates (CTR) of viewable impressions based on the proposed 3MS standard were 0.34% compared to 0.22% for all rich... Read more