While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options, there remains a lack of clarity on which digital ads actually engage consumers across platforms. AOL is in the business of creating content consumers want to read. To ensure readers return, it benefits us to have engaging ad units. However, the current digital ad experience is frustrating for many consumers; 71% feel like they keep seeing the same ad over and over again. This presentation will provide clear direction to marketers on how to create compelling digital creative that engages consumers and benefits publishers and marketers.
While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options, there remains a lack of clarity on which digital ads actually engage consumers across platforms. AOL is in the business of creating content consumers want to read. To ensure readers return, it benefits us to have engaging ad units. However, the current digital ad experience is frustrating for many consumers; 71% feel like they keep seeing the same ad over and over again. This presentation will provide clear direction to marketers on how to create compelling digital creative that engages consumers and benefits publishers and marketers.
AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones. Shapley analysis, a solution borrowed from Game Theory, was deployed to quantify the relative value of each screen through measuring how each enhances or degrades the overall consumer experience. Learn how and why people transition between devices for different types of content and the impact of advertising in a multi- screen context. The results will give marketers and content creators clear direction for communicating to consumers across these devices and within specific content genres.
As a top five Internet company, AOL has historically struggled with the role of research, analytics and insights. In the past two years, however, the company re- oriented itself around the voice of the consumer. In doing so, research became a critical function – central to the company’s decision making. This session delves into how the team architected the turnaround and the lessons that other research organisations can take away from this experience.
As a top five Internet company, AOL has historically struggled with the role of research, analytics and insights. In the past two years, however, the company re- oriented itself around the voice of the consumer. In doing so, research became a critical function central to the company's decision making. This session delves into how the team architected the turnaround and the lessons that other research organisations can take away from this experience.