Date post: | 30-Dec-2015 |
Category: |
Documents |
Upload: | valentine-miles |
View: | 23 times |
Download: | 0 times |
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
consumercourting the
spending quality time with your audience
Joe GirlingVP of Global Sales
January 2011
© 2010 MediaMind Technologies Inc. | All rights reserved
Media Tomorrow (2012+)
Newspapers
Electronic Ink (e-ink)
Magazines
Cinema
Radio
IPTV
Outdoor
Digital Outdoor
MobileSearch
ClassifiedsStandard Display
Rich Media InStream
Broadcast and Cable
TV
Video Advertising
Text Links
Micro-sites
Blogging
In-Game Ads
Social Networking
Ad-funded apps
User Generated
Pre-Roll
Interactive Video
Digital Product Placement
5 second spot
PodCasting
Ad-funded OS
Portable Media Ads
Mash-UpsWidgets
© 2010 MediaMind Technologies Inc. | All rights reserved
what are the
biggest barriers to online
investment?
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
6%online population
50%of all display ad clicks
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
5 in every 1,000
.5%02 are wrong audience
1 clicked by accident
1 doesn’t wait for load
= 1 in every 1,000CPC !!CPM =
© 2010 MediaMind Technologies Inc. | All rights reserved
CTR
IR
ExpansionRate
Expansion Duration
Interaction Duration
User initiated Expansion
Full Play Rate
Video startRateVideo Average
DurationVideo 50%
Played Rate
Video FullyPlayed Rate
Video Mute Rate
Post ClickConversion Post Click
Average Latency
Unique Interacting Users
Unique Video Viewer
Tracking beyond the click
Dwell rate
Dwell time
© 2010 MediaMind Technologies Inc. | All rights reserved
Laying the right foundation ..
What’s the campaign objectives? What is the purpose of your campaign:
Direct response - Take users to a website? • CTR
• Data capture
Branding : Keeping users engaged? • Brand Engagement: Dwell rate, dwell duration
• Consumer insights: Custom interactions• Video: Video started, video duration
Make sure the team knows the right questions to ask!!
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2008 Eyeblaster. All rights reserved
brandbuilding
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Teachers / kidsinteraction
© 2010 MediaMind Technologies Inc. | All rights reserved
You remember:
30% what you see
50% what you see & hear
70-90% what you see, hear
& touch
© 2010 MediaMind Technologies Inc. | All rights reserved
MSN HP Sidekick
2 minutesdwell time70%fully played video rate
© 2010 MediaMind Technologies Inc. | All rights reserved
dwell timeis the average number of
secondsa user engaged with an ad
© 2010 MediaMind Technologies Inc. | All rights reserved
dwell ratepercentage of impressions
engagedwith by the user
© 2010 MediaMind Technologies Inc. | All rights reserved
No Video Video0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
No Video Video0
10
20
30
40
50
60
70
Performance of Rich Media with and without Video
Source: MediaMind Research. Data: Q4 2008 to Q3 2009, Worldwide.
Dwell Time Dwell Rate
Adding video to Rich Media doubles Dwell Time, and increases Dwell Rate by 25%.
X2 +25%
Dwell Research
© 2010 MediaMind Technologies Inc. | All rights reserved
High Dwell increases brand related search X3
High Dwell increases site traffic by +69%Rich Media Research
© 2010 MediaMind Technologies Inc. | All rights reserved
3D & Screengrab (Glider)
© 2010 MediaMind Technologies Inc. | All rights reserved
The value of video
0%
10%
20%
30%
40%
50%
60%
70%
80%
5.1
30.4
18.4
51.8
4.6 4.55.9
37.5
23.6
45.7
5.6 5.1
10.8
68.0
44.3
71.3
7.4 8.1
% Lift gif/jpg
Rich Media
Video
Aided Brand Awareness
Online Ad Awareness
Message Association
Sponsorship Association
Brand Favorability
Purchase Intent
Source: Dynamic Logic MarketNorms Q1 2005
2x
© 2010 MediaMind Technologies Inc. | All rights reserved
Innovative use
of video
doubles performance
compared tosimple use of video in banners
© 2010 MediaMind Technologies Inc. | All rights reserved
Interactive HD Video
© 2010 MediaMind Technologies Inc. | All rights reserved
Interactive Video
© 2010 MediaMind Technologies Inc. | All rights reserved
Adapting the Process
Viewing the ad
Clicking on the advert
Arrival at the web page
Start exploring
TrailerView
On-site view throughRegular banner flow (Rich or Standard)
eMail Social Sites
tear-and-
sharesee contentinteract
forw
ard-to
-
friend
buzzcreates
© 2010 MediaMind Technologies Inc. | All rights reserved
• 1% YoY uplift in site visits
• Twitter activity for VW rose from 5 to 700 per day
• Total Facebook VW Fans – 260,000
• Total YouTube video views – 87,000
© 2010 MediaMind Technologies Inc. | All rights reserved
Banner Upload
14%
© 2010 MediaMind Technologies Inc. | All rights reserved
Dylan
PortaeCillian
Four Characters …
Mollie
Personalised pleas to parents to quit ..
© 2010 MediaMind Technologies Inc. | All rights reserved
..Five phases of message ..
..unless ..
Placement Specific Versions....
1234• Generic • News• Hotmail • Gossip • Sport
© 2010 MediaMind Technologies Inc. | All rights reserved
beyond thebrowser
© 2010 MediaMind Technologies Inc. | All rights reserved
HTML5
© 2010 MediaMind Technologies Inc. | All rights reserved
not all who see
touchnot all who touch
click
Brand not immediate
Response as post-view
Response in situation
Response as search
© 2010 MediaMind Technologies Inc. | All rights reserved
Confucius
Tell me, and I will forget.
Show me, and I may remember.
Involve me, and I will understand.
孔夫子 (551-479 BCE)
new mediaold proverb
www.mediamind.com
© 2010 MediaMind Technologies Inc. | All rights reserved
phone number here
@mediamind_chat
@creative_zone