© 2008 Eyeblaster. All rights reserved
Misadventures of the boring old banner..
Nov 11th , 2008Jordan KhooDirector, SE Asia
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
About Eyeblaster
• Leader in Rich Media Internet advertising & tracking services ( NY Based, 18 offices, 34 countries - In all key markets)
• First to be accepted with Yahoo, MSN on a global level
• Over 500 agencies partner(GroupM, Starcom, Universal Mccann / Initiative, Zenith, OMD, Ogilvy, Mccann Worldgroup, Leo Burnett, ARC, Publicis, etc)
• More than 3,000 web publishers enabled(Friendster, CNN, MTV, BBC and many more)
• 30,000++ campaigns successfully implemented( IBM, Disney, Coca-Cola, Toyota, Panasonic, and many more)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
“he clicks me
he clicks me not”
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
audience time30%
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
marketing budget<2%
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
what are the
biggest barriers to online
investment?
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
insufficient metrics52%clickthe
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
TIMELINE OF RICH MEDIA ADVERTSING
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Rise of the ‘Smart Ads’
Behavioural & Sequential ads
Broadband Penetration
%of ads using video
In-game video ads
Mobile & IPTV
Eyeblasterlaunches the‘Floating Ad’
Video now standard across all formats
‘Pre-Roll’ ads before online video content
First 2MB Video Ad
Cross Channel Advertising
Floating ads achieve over 5% CTR
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
CTR: OVERALL vs VIDEO ADS
0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%
H1 '04 H2 '04 H1 '05 H2 '05 H1 '06
CTRCTR …
Dropped from 5% to less than 1% in 5 years
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
REASONS FOR CHANGE
• Change of user habitsMore habitualised in the way they consume and engage with content The threat of spyware and viruses and the trend towards pop-up blockers
• Novelty valueOver use of intrusive advertising created saturationIncreased regulation of frequency capping and close buttons
• Personalised experienceUsers now more likely to choose how to receive relevant contentMore inclined to be entertained in their chosen environment
The online audience has matured
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
BRAND RESPONSE ADVERTISING
Enhanced Experience Delivers content direct to the
user where they are Offers choice to the 90%+
users who don’t click-thru Results prove interaction overrides typical ad timeout
For Users For Clients
Meaningful Metrics• Provides a fully measurable,
immersive brand experience
• More interactions means better ROI analysis
• Can be fully integrated with client’s site back-end
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
CHALLENGING PERCEPTIONS
• Deliver content to the user without the need to leave the publisher’s site
• Adopt more interactive functionality e.g. behavioural to complement video
• Push the brand experience and expect shortened conversion cycles• Don’t trust click-thru as a way of justifying campaign success• Find metrics to measure campaign success from Branding to
Response
Be prepared to justify a 0% CTR!
The changing face of online advertising
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
PRE-CLICK INTERACTIVITY TRACKING
Get a full view of your campaign success
Strength(Mouse Duration)
Floor It(Unique user
Interaction Rate)
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
PLAN YOUR NEXT MOVE
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. 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
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Laying the right foundation ..
18
What’s the campaign objectives? What is the purpose of your campaign: Direct response - Take users to a website?
CTRData capture
Branding : Keeping users engaged? o Brand interaction: Interaction rate )active engagement( , interaction duration
o Expandable: expansion rate, expansion duration o Video: Video started, video duration
Make sure the team knows the right questions to ask!!
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
VS.
Ad #1 Ad #2
Which Ad is Better?
Interaction rate: 120% Interaction rate: 3%
Two Successful Ads, Two Different PurposesYou need to understand the purpose of the ad and see the entire
picture to be able to evaluate performance
You Need to See the Big Picture to Evaluate Effectively
Click-thru rate: 3.17%Click-thru rate: 0.43%
#of interactions in the ad: 20 #of interactions in the ad: 1
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Improving your campaigns …
20
Creative optimisationConversion, interaction, clicks
Behavioural TargetingSequential, Interaction
Re-targeting Déjà-Vu
Conversion tracking
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
BUY
Be There — Every Step of the Way
RESEARCH
CLICK
Perceived Path to Conversion
INTERACT
SEE
Actual Path to Conversion
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
Case Study )July ‘06 – May ‘07(One advertiser
25 major campaigns over 1 year340 million impressions
17 publisher sitesOver 130 post click activity opportunities tracked
Key finding: Interactions drove more conversions than clicks by 4:1
80%
20%
Origin of Conversion
Impressions basedClicks based
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reservedSource: HR Magazine ‘07 / Design Council ‘07
Case studies
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Coke Video Wall
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EU Tobacco )Multi( – Behavioural
93% of interactors saw second sequenced advert Those who saw second advert were positively
inclined towards click thru
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Inspirations : Think out of the banner?
GH
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
What can I do today, NOW?
Games and QuizzesMulti-user ApplicationsData CollectionViral Marketing )Send to a Friend(Text/SMS and Email RemindersBanner ChatEcommerceDynamic DataPollingExtension of microsites
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
So...Users don’t click )or want to be redirected(
Interactions offer measurable brand value plus drive more conversionsRich media ads offer everything a microsite offers
Therefore...Why invest time and effort in a microsite / landing page, or in traffic-driving ads?
Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time...
Make the ad become the micrositeGive users a range of interaction opportunities; videos, games, downloads, data capture,
reminders, upload etcMake interactions deliberate; no auto-starting video etc
Keep a small but obvious clickthroughMeasure any subsequent activity from within the Eyeblaster reporting platform
Creative Conclusions
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
SummaryValue of clicks is diminishing
50% of all clicks generated by same 6% of users )Starcom USA, Tacoda & comScore 2008(
CTRs dropping
Eyeblaster case study: 1 advertiser, 1 year, 25 campaigns, 340M impressions20% conversions were post-click, 80% post-impression
Majority of attributable conversions involved no click at all
Best PracticeDon’t make it difficult to interact – but always make it deliberate
Don’t use display for search objectives: Search takes the user to the contentDisplay can take the content to the user
Feel free to involve us in concept discussions!
© 2008 Eyeblaster. All rights reserved
6.5
3.6 3.2
18.1
8.27.3
10.1
5.0 4.53.2
2.2 1.92.9
1.9 1.7
02468
101214161820
Source: Dynamic Logic MarketNorms aggregated up to Q1/2006
gif/jpg Rich Media Video
Deltathe point difference between control and exposed )exposed% - control %(
Aided Brand Awareness
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
The Value of Rich Media and Online VideoAds With Video Outperform Other Creative Options
Aided Brand Awareness – Measures respondents’ familiarity with the brandOnline Ad Awareness - Measures the extent to which respondents recall seeing the online advertisingMessage Association - Measures the extent to which respondents can match the creative messaging to the brand versus its competitorsBrand Favorability - Measures respondents’ opinion of the brandPurchase Intent - Measures respondents’ likelihood to consider purchasing the advertised product or service
© 2008 Eyeblaster. All rights reserved
New ConceptsUser Initiated In Stream Video, Full HD and Widget ads
© 2008 Eyeblaster. All rights reserved
Integrate a widget in a campaign
Share this movie with your friends
Rich media ads are served as part of a campaignA widget element can be posted from the ads to any of the social networks and be shared among friends
Analytics combine distribution and rich media measurements from the campaign and from the widget
© 2008 Eyeblaster. All rights reserved
Creativezone.eyeblaster.com
[email protected]: +60123037179
Thank You !