Post on 16-Jan-2016
transcript
Eyeblaster Creative Capabilities & services
MRM Partners
Our Offering
Why should you work with us?
Service & Campaign Process
the Creative Opportunity
Engagement measurement
Hands-on walkthrough
The Eyeblaster PortfolioSuperior Products & Service, Spanning 13 Countries
Advertising Campaign Management (ACM) Suite
Integrated solutions that help clients and the parties they serve - bring brands to life
All Rich Media Ad formats, Video
eb.rich media
platform P&B, trafficking, Targeting,
Optimization, Tracking & Reporting
eb.campaign manager
Paid Search bid
management
eb.search
Casual In-Game
advertising solutions
eb.in-games
Creative and Trafficking Services
eb.services FUTURE
Mobile
VOD
IPTV
Why should you work with Eyeblaster?Key benefits for today’s Creative Agency
Scale
Easy to use Flash tools
Availability of Services to adapt your ads to our Platform
Reliability
Our Account Managers will implement
Measurability of Engagement and Interactivity
Advanced engagement metrics unique to Eyeblaster
Comprehensive Ad formats and features
Advanced benchmark data for Rich Media and Video
Services & Campaign Process
Designed to alleviate challenges - from the simple to the complex -
Eyeblaster service solutions make rich media campaigns easy
Service Solutions That WorkHelping Synchronize Concepts, Plans, Creative and Media
Account Management and Support
Media Services
Creative Services
Full Production Services
Remove the knowledge barrier, let us:
Check your Creative concepts against Publisher specs
Adapt your assets to the Eyeblaster Platform
Add components and commands to FLA files
Video file encoding
Ad creation in the Eyeblaster platform
Consult on Engagement and Interactivity measurement
Full Creative Services: Taking a Concept to CompletionMaking Ads High Quality and Rich
Eyeblaster Campaign Launch Process
Media Planning & Buying, Creative Design and Production
Eyeblaster Campaign Production & QA
Publisher QA Process
X Days
Campaign kick off meeting
Creative Spec and Design analysis
Designer Training
Tracking and Reporting
requirements definition
Creative Asset produced
Master Ads built in the
Eyeblaster System from
Eyeblaster Compatible assets
Media Plan inserted into
the Eyeblaster system
Full Ad QA
Ads copied to Flights/Placements
3rd Party tracking tags and
Brand survey tags implemented
in the EB system
Ads submitted to Publishers
Custom interaction defined
Publisher approval process
Creative amendment
as response to possible creative
rejections from publishers
3-5 working days (depending on publisher)
-5 -4 -3 -2 -1
3 working days
-8 -7 -6
Campaign sheets submitted to Eyeblaster
Eyeblaster IO sign-off
Collaborative TaskEyeblaster Performed TasksCreative Agency Performed Tasks Media Agency performed Tasks
Legend
Flight Live
The Creative Opportunity
The Formats
[index]
Rich Banner FormatsA Showcase of Creative Uses of Eyeblaster Formats
Polite
Initial ad creative displayed whilst page loads
Overrides banner size restriction
Xerox
Expandable
Multiple panels and/or floating ads launch from banner via click, mouse-over or auto-initiation
Adam Corolla
Push-down
User or auto-initiated push down banner
‘Slides’ publisher content aside rather than covering it
Coldplay
[index]
Out of Banner Formats
Floating
A Showcase of Creative Uses of Eyeblaster Formats
Ads display on transparent layer over page
Works within dimensions specified by sites
John Lewis
Full Page Overlay
Ads display on transparent layer over page
Can cover entire content within a web browser
Nike
Floating Expandable
Floating ad to banner
Banner can include additional multiple expandable panels
Audi A3
The Features
[index]
Volvo XC90 Seat Leon Lynx
Creative Features
Page wipes
Encouraging user interaction through compelling creative ideas
A series of animated effects in response to user interaction
Fold-out
Users control the pace of the message being revealed
Synchronised
Multiple ad units seamlessly interact across a page
Works like a page ‘mask’
[index]
Interactive Functionality
Behavioural
Encouraging user interactivity beyond mere click-thru
User interactions determine what ad is shown next
Unlimited creative ‘paths’
Levi’s
Live Data Feed
Live data fed into the ad
Updateable ad content
Optional personalisation
Weather Channel
Polling
Users respond to question/s in the ad
Aggregated results displayed to the user in real time
NRL
[index]
Video Ad FormatsEyeblaster supports video content in all formats
Video served within fixed size ad unit
Can ‘tease’ by looping few frames until user interacts
Video Strip
Strip of video plays in banner space
Rollover reveals complete video in full size with audio
Louis Vuitton
Full Screen
High impact full-page media player
Optional control buttons
King Kong
Video Banner
Honda Civic
[index]
Adidas
Video Functionality
Multi-stream
Pushing the capabilities of video content beyond streaming
Push multiple media streams into ad unit
One video can trigger another via synchronisation
WOTW
Hot-spotting
Interactive layer plays on a timeline over the video
Additional content can be navigated within the video
Mazda
Interactive
Video segments are delivered in response to user interaction
User controls the experience
[index]
The Future : Website = mini site = Ad ?
In-Game
Source: eMarketer, April 2006 (Yankee Group 3/2006)
In-Game Advertising StrengthSpending Will Reach $733 Million By 2010
34.056.5
164.7
345.2
481.8
608.0
732.5
2004 2005 2006 2007 2008 2009 2010
US In-Game Advertising Revenues, 2004-2010 (in millions)
A “new medium” that is exhibiting rapid growth
In-Game Advertisingeb.ingames - dynamic & engaging
1
Intro message
Intro message
In game reminder
2
Branded playing space
3
Between level pre-roll
• Launched with 12 GameHouse titles in July and expanding to 50 games
• 15 & 30-second commercials shown between levels w/ one ad every 10 minutes max
• Full Screen Video & Clickable In Game Reminder
• Users are granted an additional 30-min of demo time or free forever game in exchange for ads
• Sponsorship opportunities with dynamic logo placement
In-game ad solutions for marketers and game developers
In Browser;
Dynamic Pre-Roll
In Game;
Dynamic Video
In Game Streaming Video AdvertisersEarly Adopters
Advertiser Complete video play rate CTR
Honda 77% 19%
Rachel Ray 80% 15.1%
Fox (Prison Break) 70% 27.15%
Pfizer 79.8% 14.6%
Progressive 73% 21%
Lower My Bills 80% 14.6%
Gaming: Paving Roads Via New Digital Channels
New Roads
Tracking & Reporting
Statistics
Reporting Data for Online Advertising CampaignsTaking a Closer Look
judgment.
are no substitute for
-Henry Clay
Best Practices for Interaction/Engagement
measurement
(CTR) Click-Through Rate
(IR) Interaction RateAd Duration
Video Duration
Video Played Rate
(25%, 50%, 75%, 100%)
Video MutedRate
FS Started
User Initiated Expansion
Rate
What Are We Measuring?Some Important Measurements
Introduction Measurements Insights Summary Help
Total clicks / impressions
shows how many people went from the
ad to a predefined site
Number of positive interactions / impressions
(Could be more
than 100%)
The average time a user was exposed to an ad (in seconds)
Average number of seconds the video played
From all Videos that were started which
percentage reached the 25%, 50%, etc mark
The number of videos that were viewed in full screen
The number of times the video was muted by users out of video
started
Number of panels that were expanded
by users / impressions (Could be more
than 100%)
(CTR) Click-Through Rate
(IR) Interaction RateAd Duration
Video Duration
Video Played Rate
(25%, 50%, 75%, 100%)
Video MutedRate
Full Screen Started
What Are We Measuring?Definitions
User Initiated Expansion
Rate
Introduction Measurements Insights Summary Help
Closing An Ad
A Panel That
Opened By Accident
Counted as interaction
Replaying An Ad
Replaying An Ad
Counted as interaction
Clicking On Ad
Closing a Video
Video That Started
Automatically
Panels That Opened
Without The User
Eyeblaster counts only user initiated positive interactions(unless otherwise instructed)
We Measure What CountsWould You Count All Of These As Interactions?
Clicking On Ad
Introduction Measurements Insights Summary Help
It’s Easy To Inflate The Interaction RateConsumer Packaged Goods Example
Source: Eyeblaster Internal Data
422% increase
+ Negative Interactions
38%
12%
Interaction Rate
61%
+ Auto Interactions
Measurement InflationEyeblaster gives you
the precise and clear picture
Introduction Measurements Insights Summary Help
Looking for the Right MeasurementWhat is the Purpose of Each Ad?
First you must understand the purpose of the ad, and than you can choose the right measurements
Ad #1 Ad #2
Introduction Measurements Insights Summary Help
Video Started RateWhich Ad Would Get A Higher ‘Video Started’ Rate? (video started/ impressions)
Ad #1 Ad #2
If the video is hard to find, the ‘started rate’ will be lower
Introduction Measurements Insights Summary Help
Video Played RatesWhich Video Would Get A Higher ‘50% Video Played Rate’?
Ad #1 Ad #2
The video play progression rate is influenced by the length of the ad and how the video closes
Introduction Measurements Insights Summary Help
Expansion RateWhich Ad Will Have A Higher ‘Expansion Rate’?
Ad #1 Ad #2
Expansion rates are counted as one per impression.The number of panels will not automatically increase the
expansion rate.
Introduction Measurements Insights Summary Help
Monday Friday Sunday Total
Impression Interaction Impression Interaction Impression Interaction Impression Interaction
General
Unique
Monday Friday Sunday
She sees the ad again and interacts with it twice
2
Sees the ad again and interacts only once
3Debbie sees the ad,
but has no interaction with it
Evaluating Ad PerformanceHow Do We Measure Unique?
1
1 0 1 2 1 3 3
1 0 0 1 0 1 1
1
0
Unique is counted once per person, per ad
Introduction Measurements Insights Summary Help
A
B
C
Ad ID Served Impressions
Unique impressions
Average frequency
Total Clicks Unique Clicks
Total Interactions
Unique Interactions
Unique Expansions
123456 8 4 2.0 7 2 20 3 2
Evaluating Ad PerformanceDetailed Unique Metrics Report
• Joe saw 3
Frequency = Served impressions/Unique impressionsHow many times on average was each person exposed to an ad
• Debbie saw 3 impressions
• Stacy saw 1
• Bob saw 2
• Joe is a unique user
• Debbie is a unique user
• Stacy is a unique user
• Bob is a unique user too!
Total Served Impressions = 8
Total Unique Impressions = 4
Introduction Measurements Insights Summary Help