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by The Newshound

on Jul 16

Online advertising now even more engaging for advertisers says MySpace

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Delivering a 99 percent increase on the measurable impact of traditional banner advertising on Fox Interactive Media sites, MySpace.com and IGN.com rich media advertising has proved its worth for marketers to not only get the clicks but to truly engage consumers in the online environment.

Recent Australian advertisers such as Disney (Narnia), Sony PlayStation (Folklore), Frucor (V-RAW), Ubisoft (AU Final Fantasy: Crisis Core) and Beyond The Rave have been experiencing the increased click through rate performance on MySpace and IGN.  

Looking at their recent rich media creatives vs std creatives they have achieved a click through rate from the MySpace standard 0.02% to 0.06%. The standout MySpace campaign was for Beyond the Rave which registered a 0.12% rate. Even more impressive are the results on IGN, one of Australia’s strongest and most trusted brands in the world of online gaming and entertainment, where rich media advertising raised the standard click through rate of 0.15% to an impressive 0.3%.

Rich media advertising metrics will be further enhanced thanks to the newly designed MySpace site which gives advertisers new advertising opportunities and greater immersion potential. In particular, the new MySpace splash page, where users login, now has massive takeover potential. By allowing advertisers to take over the splash page, brands will be given greater real estate and creative scope which will ensure further engagement of Australia’s over 2.5 million [Nielsen Online, NetView, home and work audience data from panel measurement, Australia, May 2008] users while they are at the gateway of their MySpace experience.

The first Australian campaign, The Dark Knight, which launched within the newly designed MySpace interface on the marquee placement achieved a click through rate of 1.74% compared to the previous standard 0.02%.

The demand for and success of rich media advertising is directly correlated to the uptake of broadband across Australia, and in May 2008, according to Nielsen Online, the number of Australians that are accessing the internet via broadband from home, exceeded 10 million [Nielsen Online, NetView, home and work audience data from panel measurement, Australia, May 2008] for the first time.

Industry expert Mick O'Brien, managing director of Eyeblaster Australia explains, "What we have witnessed to date is a direct correlation between broadband speed and the number of users on the net, as speeds increase so does usage, and video advertising takes the dominant role in online advertising."

For marketers it’s more than just clicks, as the web becomes increasingly entertainment centric, in-stream video will ultimately be the only medium that actually engages three of the five senses simultaneously - sight, sound and touch.

Mick continued, "Lasting impressions are made through mediums that engage the senses, making a significant impact on brand recall in the long term. Consequently, new ways of measuring ad effectiveness have to emerge and be taken seriously - beyond the click. In the context of online, publishers are shifting their focus to provide engaging content to keep the viewer on the page for longer rather than generate as many impressions as possible. This is what these synchronised formats are achieving, and the metrics tell us its working. Rich media is becoming increasingly more effective than standard banners because of its inherent ability to measure user interactions - much more than just a click through, and is reflected in the spending pattern of advertisers."

Andrew Cordwell, director of sales, Fox Interactive Media explains, "The leading advertisers in the Australian market are utilising rich media advertising across MySpace, IGN, RottenTomatoes and AskMen because the advertising is delivering over seven times the click through rate as well as allowing enhanced creative that delivers further consumer engagement. This is set to continue and build with the growth in broadband, according to Nielsen, now at over 10 million Australians accessing the web from home via broadband."

Rich media advertising is available across the MySpace homepage, user homepage, music homepage, IM expanding button, MySpace TV homepage, IGN and channel homepages, AskMen and channel homepages as well as the Rotten Tomatoes homepage.

Some of the features of the MySpace redesign that will be of particular interest to advertisers include:

  • The Marquee Roadblock gives advertisers access to the front and centre top of the page, making the brand the headline. This high impact feature caters for the increasing demands for wide screen video, particularly from entertainment clients.
  • The Marquee and skin, offers advertisers greater creative scope and branding opportunities and will be available in both static and animated versions.
  • The Total page overlay will provide 2.5mb worth of additional content download, providing advertisers with the opportunity to create rich and engaging experiences on a massive canvas.

Examples of rich media advertising on Fox Interactive Media websites

God of War execution
http://adplatform.unicast.com/fuse/external/preview.jsp?placement_id=0&creative_id=65749

V-Raw execution
http://demo.eyeblaster.com/au/Examples/vraw/vraw_demo.htm

Bad Company Battlefield, Ea Sports
http://www.grupow.com/w_k/banner/alpha/alpha_triple.html - mouse-over the top banner.
http://www.grupow.com/w_k/banner/alpha/alpha_gold.html
http://www.grupow.com/w_k/banner/alpha/alpha_hawaii.html

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1 Comments

simontsmall
  • Wrote on 17 Jul, at 06:02PM
Wow, that's an amazing click through rate, especially for social media. My only concern for display advertising is the tendancy to generate low quality click throughs. People who like the creative and experience aren't always going to buy.

A recent study show's that people that click on display advertising are generally lower socio-economic as they have time on their hands. The busy professional with money doesn't have time to click on random banner ads.

Either way, great stats.

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