Although advertising formats are continuously analyzed for their efficiency, the online media industry has so far lacked a meaningful study on the effectiveness of online advertising formats. The Plan.Net Group and the marketers Microsoft Advertising Germany, United Internet Media and Yahoo Germany are now closing this gap with the “Ad.Impact factor”. In the basic study, the effectiveness of ten advertising formats from four advertising format categories with almost 2,000 participating online users was analyzed. In this way, the advertising effect of different formats can be set in relation to one another and made comparable with one another.
Campaigns from BMW, Danone, HUK Coburg and Sport Scheck were tested and played out in in-stream ads, exclusive placements, large-scale premium formats and standard advertising formats. The respective format impact was determined on the basis of 14 different advertising effectiveness parameters in the dimensions “Perception” (indication for awareness), “Evaluation” (indication for image) and “Activation” and evaluated in the form of the “Ad.Impact factor”. The result: There are online advertising formats that – staged on large areas – can create more impact than a classic pre-roll spot, which has so far been ascribed the best impact. Because compared to in-stream advertising formats, exclusively placed special advertising formats score 25 percent better on average. The effect of large premium formats is almost 25 percent lower than that of pre-rolls, and that of standard advertising formats is more than 75 percent lower.
With the data of the new benchmark, hidden performance potentials can be clearly identified in a conventional online media plan, so that the format mix of a campaign can then be optimized in a targeted manner with regard to its actual impact: “The ‘Ad.Impact factor’ shows how important it is is to use online advertising formats according to their actual advertising contribution and impact. Because in this way the effective performance of an online campaign can be significantly increased ”, says Dominik Terruhn, Managing Director Plan.Net Media, about the results of the study.
In September 2009, a basic study commissioned by Plan.Net and United Internet Media also showed that the quality of contact between online and TV spots can be assessed using a conversion rate of 1: 1. If the results of the “Ad.Impact Factor” study are based on this finding, it becomes clear that large-scale, exclusive online advertising formats can clearly outperform TV spots. Manfred Klaus, Managing Director of the Plan.Net Group, explains: “This enables us to increase the security of planning campaigns across the media – the ‘Ad.Impact factor’ not only creates better transparency with regard to campaign performance, but also brings more impact to advertisers with the same budget – we expect profitability gains of more than 30, sometimes even up to 60 percent. “