AdWeek Case Study
Problem AdWeek wanted to find out more about certain key factors and attitudes regarding total advertising/marketing budget and spending for online/interactive functions for the current fiscal year and beyond without having to do a full length online survey to capture this data. In addition, they wanted to know by what percentage do companies expect their online/interactive advertising spending to increase in 2007 and which media categories will receive less of your advertising/marketing budget to account for the increase in online/interactive spending without having a to do a full length online survey.
Solution iiON designed and integrated a set of key questions and embedded the AdWeek SmartAd into an online NXTbook. iiON systems also provided the client with real-time access to the Ad data and survey results so that activity, frequency and cross tabulation analysis could be conducted in real-time in a tabular and graphical format.
Result This AdWeek SmartAd did not offer an incentive for participation, yet the result speaks for itself. While most standard Internet Ads get an average of 1 to 3% click thru click-through rate the AdWeek SmartAd got a 16.7% click-through (250 starts out of 1499 impressions). Also the completion rate was good (44% sample size 110) and from a branding standpoint end-users spent at least 21 seconds interacting with this Ad. Note, end-users were obviously pleased by not having to link off to another page and the NXTbook was able to truly maintain its page views. Ultimately AdWeek was able to get real-time answers to vital marketing questions in an Ad format while reducing the need to conduct both advertising and survey.