1. Geico Campaign Analysis 4/16/15 – 6/29/15

2. Ad Delivery and Performance

3. Motorcycle Leaderboard
Motorcycle ads outperformed benchmark with its vibrant and unique creatives
Motorcycle Leaderboard
Car Value HP Spotlight
Vivid CTAs for motorcycle ads and very attractive creatives
Consider a more vibrant callout for Car Value Spotlight
Source: DFP
*Benchmark against other NEND Advertisers
N/A – no benchmark for Car Values Home Page Spotlights because no other NEND advertise there

4. Desktop Run Of
Consider changing messaging to be more assertive and engaging
Source: DFP
*Benchmark against other NEND Advertisers

5. Mobile Run Of
Consider changing messaging to be more assertive and engaging
Source: DFP
*Benchmark against other NEND Advertisers

6. MOAT Metrics

7. Universal Interaction %
MOAT Metrics
In-View Rate
In-View Rate: Percentage of impressions where at least 50% of an Ad was in-view for one continuous second
74.58%
1 Sec Fully On-Screen %: Percentage of impressions where the ad surface was 100% on-screen for one continuous second
1 Sec Fully On-Screen %
68.73%
Universal Interaction %: Percentage of impressions where an user entered the frame of ad and remained active for at least 0.5 seconds
Universal Interaction %
MOAT: 4.31%
4.31% universal interaction is extremely well, average interaction rate on KBB.com is 3.29%
Moat Score:
Moat Score
560
Source: MOAT

8. MOAT Click Heat map
Users tend to click on highly visible CTAs and are interacting with the Zip Code bar
Heated area is where users click on the ad
Actionable call outs draw the most attention
Source: MOAT