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VivaKi announces the Tri-Ad as consumer-chosen Best Performing Ad Model
Published Sep 27, 2012
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VivaKi has announced the results from its Pool MENA Display Lane.
The Pool is a VivaKi led research initiative designed to align the industry on engaging ad models of the future. The first Pool Lane in MENA is focused on creating industry alignment for engagement display models of the future. Through the pooling of resources and the uncovering of consumer insights, the winner of The Pool MENA Lane was the Tri-Ad.
The Pool MENA Lane was a collaborative effort between publishers and advertisers; the first of its kind in the region. Pool Participants include ADMC, Ikoo, MSN Arabia, Net Advantage and Yahoo! Maktoob. On the Client list, are General Motors, Mars, Redbull, Proctor&Gamble and Samsung.
The announcement of results comes at the end of extensive research, with partners Yahoo Maktoob, UserVision, Millward Brown (Dynamic Logic), and YouGov Siraj. Mediamind will act as VivaKi’s ad serving partner for the Tri-Ad ad model.
More than 10,000 hours was spent on the Pool Project by industry experts from publishers, clients and technology partners. Qualitative research was conducted on 7 out of the 18 different ad models originally submitted by Pool Participants, across focus groups in the UAE, KSA and Egypt, covering 3 demographic age groups (15-18 years, 29-24 years and 25-35 years). The results from the Quantitative research saw the emergence of 3 leading ad-models. To add to the validity of the qualitative research, an in-depth usability analysis was conducted on the 3 ad-models where user experience experts had one on one interviews with users as they experienced the ad models in simulated environment. Further enhancements were made and the three ad models were then served to thousands of consumers in the format of a quantitative survey. The best performing Ad-model from that was then put in an in-market trial to provide a realistic assessment and to test whether the results generated in a controlled environment could be replicated in the real world. The Tri-Ad emerged as the clear leader and winner of The First Pool MENA Display Lane.
‘'We are pleased to be among the pioneering publishers to have participated in the First Pool MENA Display Lane Project, most especially, the unique opportunity of being able to bring to the market a high engaging display ad-model as a reaction to declining CTRs in our region. We look forward to introducing the Tri-ad as part our format portfolio' says Hussein Freijeh of Yahoo Maktoob!
“Samsung is at the forefront of innovation, encouraging new ideas and execution as part of our philosophy. The Pool MENA project is a unique opportunity to lead with this in the region. The Tri-Ad Model will revolutionize the display market in MENA and will open doors towards innovation on different fronts” adds So Jung Kim, the digital marketing manager of Samsung MENA Headquaters.
During the research process, more than 30 million ad impressions were delivered across five publishers. More than 6000 consumer online questionnaires were also completed to also measure attitudinal behavior towards the Tri-Ad.
The Tri-Ad is the clear winner with the impressive results it earned. Interaction rates with the Tri-Ad were 109% higher than for traditional rich media ads. Also higher than traditional rich media ads is the overall click-through rate (21% higher) and the interaction time (33% higher).
“After several rounds of intense research, we are pleased to announce that the Tri-Ad is an optimal model for an exceptional consumer engaging experience. The results of this research have given clear indications to the preferences of consumers in the region, and with this knowledge we look forward to presenting our clients with a more enriched, engaging advertising platform. I’d like to emphasize on the fact the Tri-Ad is not here to replace all ad-model innovation, but to enable clients to avail an opportunity to engage with the local consumer in an approach they favor, at scale” said Rami Saad, Director of Emerging Technologies, VivaKi Nerve Center, MENA.
“The rapid pace of technological advancement is common knowledge to our industry by now. The VivaKi Nerve Center’s mandate is to help clients creating new technologies and approaches that connect our clients with their audiences in scalable, efficient and compelling ways. I would like to take this opportunity to thank the partners who have made this possible, and whose contributions to The Pool will help transform the online advertising platform, taking it to the next level of consumer engagement” adds Rayan Karaky, MD, VivaKi Nerve Center, MENA.
Posted by
VMD - [Virtual Marketing Department]
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