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Archives for December 2014

Google Reveals 4 Factors Affecting Online Ad Viewability

magnifying glass viewabilityOnline advertising is a key component of most brand marketing plans, but how many of the ads that are paid for by brands are actually viewed by consumers?

Based on the industry standard identified by the Media Rating Council, an online ad is considered viewable when at least 50% of the ad’s pixels are actually in view on the screen for a minimum of one second. Using that standard, Google reviewed its entire display ad platform to determine what factors affect ad viewability, which ads are performing better in terms of viewability, and which ads are performing worse.

Google measured performance using a viewability rate, which was calculated as the percentage of ads that were viewable out of the total number of ads that were measured. The results of the research are enlightening with four key factors rising to the top as having significant effects on display ad viewability.

1. Publishers

A total of 56.1% of display ads served by all publishers were non-viewable, but those ads were served by a small number of publishers. Overall, the average publisher non-viewability is 48.8%.

2. Position

You might think that ads at the top of a web page are the most viewable, but that’s not true based on Google’s findings. The most viewable online ad position in this study was immediately above the fold, not at the top of the page. In fact, this position was most viewable for 300 x 250, 728 x 90, and 320 x 50 ad sizes. Overall, viewability rates were higher in this study for ads positioned above the fold (68%) than below the fold (40%).

3. Size

The most viewable ad size is 120 x 240 (55.6% viewability rate). The least viewable online ad size is 300 x 250 (41.0% viewability rate). It’s important to note that vertical ad units, which stay on the user’s screen longer as they scroll down the page, are the most viewable ad size overall. The complete breakdown of viewability by ad size is as follows:

  • 120 x 240 = 55.6%
  • 240 x 400 = 54.9%
  • 160 x 600 = 53.7%
  • 120 x 600 = 52.5%
  • 468 x 60 = 48.2%
  • 300 x 600 = 46.3%
  • 970 x 90 = 45.2%
  • 728 x 90 = 45.0%
  • 300 x 250 = 41.0%

4. Industry

Google reports, “Content that holds a user’s attention has the highest viewability,” as you’d expect. Viewability rates were highest for the reference (51.9%), online communities (48.9%), games (48.4%), arts and entertainment (48.0%), and jobs and education (47.8%) industries. Viewability rates were lowest for the business and industrial (47.2%), computers and electronics (47.1%), science (46.6%), internet and telecommunications (46.4%), and hobbies and leisure (44.8%) industries.

As you develop your display advertising plans for 2015, be sure to consider these research findings. They are very likely to affect your ROI!

Image: Paul Barker

5 Key Elements of a Great Brand Story

keyboard brand storyBrand storytelling is a hot topic these days but most marketers don’t know how to craft a compelling brand story. Unless you’re one of the marketers who actually took a creative writing class in college and you still have your copy of William Zinsser’s On Writing Well (yes, I still have mine), storytelling can be challenging.

To help you get started in developing stories for your own brands, here are the five key elements that every great brand story needs to have. Without this elements, it will be very difficult for audiences to connect with your story or your brand, and that means lower results and lower profits.

1. Identifiable Character

All great stories have a primary character who the audience can relate to and identify with. The audience roots for him or her as the story progresses. For a brand story, your primary character could be a customer, but make sure the customer is one that your target audience will actually want to succeed in overcoming the story’s conflict (see #2 Problem / Conflict).

2. Problem / Conflict

A great story has a core conflict that the main character must face and overcome. For a brand story, the core conflict can be a problem that your product or service can solve for consumers.

3. Beginning

The beginning of a great story offers the information that the audience needs to identify with the primary character, visualize his or her surroundings (i.e., the story’s setting), and understand why the core conflict matters to him or her (and to the audience). For a brand story, use the beginning as an opportunity to set up the story. However, don’t fall into the trap of getting too detailed in the beginning and slowing the pacing down so much that the audience gets bored and stops reading (or listening or watching) before the story really gets going. Be compelling from the start.

4. Middle

The middle of the story is where you can get more detailed. Since you’re writing a brand story, this is where you need to look for opportunities to create situations, settings, and secondary characters that lead your primary character through to the climax followed by the resolution of his or her core conflict (see #5 End).

5. End

The end of your story should provide resolution to the primary character’s core conflict, which should mirror or seamlessly translate to a solution to the audience’s problem that your brand, product, or service provides. You can mention your brand, products, or services directly or indirectly at the end of your brand story. Just be careful not to turn your interesting brand story into a self-promotional piece. If the brand story you create is compelling enough, sales will increase organically without any heavy-handed sales language.

Do you write brand stories? What do you think are the key elements of a great brand story? Share your thoughts in the comments below.

Image: Aman Anderson

Germany Ranks as Best Nation Brand 2014

world map puzzleSince 2009, the United States has held the top spot in the annual Anholt-Gfk Nation Brands Index SM, but according to the July 2014 survey of over 20,000 people in 20 countries, Germany has stolen the top spot as the best nation this year among a total of 50 ranked countries.

The study measures perceptions of countries based on 23 attributes that are mapped to six national image dimensions: exports, governance, culture and heritage, people, tourism, and immigration/investment. Germany’s impressive increases in perceptions related to “sports excellence,” “honest and competent government,” “investment in climate,” and “social equality” propelled it to the number one position as the best nation brand of 2014 while the United Sates slipped to number two.

The top 10 nation brands of 2014 according to this study are:

  1. Germany
  2. United States
  3. United Kingdom
  4. France
  5. Canada
  6. Japan
  7. Italy
  8. Switzerland
  9. Australia
  10. Sweden

Interestingly, the only change between the 2013 and 2014 rankings among the top 10 nation brands is the shift between Germany and United States in the first and second spots.

The Rise of Place Branding and How It Affects Corporate Brands

Place branding, including national branding, regional branding, city branding, and even small town branding, has been rising in popularity for years. Many locations have created brand identities, complete with their own logos, not only to promote tourism but also to develop a brand persona for business, government, culture, and everything else you can think of.

A prefect example is Sweden where the country’s Council for the Promotion of Sweden launched a comprehensive rebranding in 2013 in order to help the Council’s five agencies—Visit Sweden, Ministry of Foreign Affairs, Ministry for Enterprise, Energy and Communications, Business Sweden, and the Swedish Institute—communicate and promote the Sweden brand effectively and consistently. The result was a new logo and a detailed brand identity website described as, “a manual aimed at people who work with ‘Brand Sweden’.”

As FutureBrand explained in its 2014 research report, Made In: The Value of Country Origin for the Future of Brands, country branding has an effect on corporate brands that can be significant when corporate brands leverage country brands as assets and differentiators. The report authors explain:

A strong country brand has a halo effect on consumer brands—if we think highly of a country overall, we are more likely to think highly of brands associated with it—but this effect is only indirect. Country of Origin, on the other hand, is a key driver of every day consumer choice and can directly impact GDP by generating revenues through sales of products and services (both at home and abroad). The true distinction between a country brand and a Country of Origin brand is that you can enjoy the latter without needing to visit the place. In other words, you can buy a little bit of Germany and what it stands for when you purchase a BMW, but you do not need to be in Germany to do it.”

Country brands and Country of Origin matter and they’ll continue to grow in importance to consumers. As you ramp up your 2015 marketing efforts, look for opportunities to indirectly and directly promote and differentiate your brand by leveraging country brands and Country of Origin, and make sure they’re part of your marketing plan.

Image: spekulator