So now that we’ve gone through our thinking on the Digital Arena (if you missed it, take a look back at the previous Digital entry from January 21st) let’s take a moment to see what this really means when look at a digital ad.

To start I’ve kept it simple, I’ve chosen an ad any of us might see on an average day of web surfing, not to mention I’m a “Gleek” meaning Justin Bieber just moved up a few ranks in my mind due this week’s episode (no, it has not escalated to Bieber Fever).

  • Interception: This ad is blanket targeted. It appears on mass appeal websites like Yahoo. It is not directed to any particular locations, interests or individuals.

  • Integration: This display ad is not integrated with the content of the webpage.

  • Invitation: The ad has options to click through to the Glee Official website, play a video or follow it via social media sites. This would make the ad a pull ad that invites the consumer to ‘opt-in’ for more content or interaction with the brand.

  • Itinerary: This ad has additional content available, placing it in the middle of the scale between standing entirely alone and requiring more content to deliver its message. Note that click through and pixel tracking alone would not be enough to measure the ad’s full impact. The ad’s message, that Glee is on tonight at 8pm on FOX, can be delivered without the viewer taking any recordable action.

  • Involvement: This ad is interactive. The consumer can choose to play the video that exists within the ad, this involves sight, sound, movement and touch, engaging the viewer on multiple levels without having to leave the ad content itself.

Classifying this Glee spot helps us to understand what tools have been employed to create, target and execute this ad. By understanding each objective within the ad we can evaluate each piece to see how it works both individually as well as in sum.  This allows for optimizing the ad as a whole, or just the pieces of the ad that don’t work well. The best pieces can be replicated in later development of new creative with the knowledge of why and when they should be used again.

Abby Puccini, Associate Research Director