Case Study and Understanding
Reporting
Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007
Campaign Objectives
Branding Eyeblaster and ACM product
Leads generator for Eyeblaster’s sales
Unique campaign structure:
User experience resembled a game
Long duration of ads
High number of custom interaction (~30)
How do we measure success?
User initiated expansion rate
Interaction rate
Case Study Eyeblaster Marketing Mid Campaigns Analysis (US and UK) October 2007
350
350
2,7962,796
3,4523,452
5,0035,003
164,531 164,531
306,281 306,281
757,788 757,788
Total Expansions
Unique Viewers
Impressions
# of “play” button
# of “video started”
# of completed participants
# of correct answers
Video start rate (0.19% US and 4.71% UK) is low in comparison with the benchmark
User experience flow and analysis
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MONITOR ANALYZE INSIGHTS
Eyeblaster AnalyticsNew reporting overview
Advanced MetricsUnique Viewers & Engagement Indicators
Unique Viewer Metrics – market to people, not eyeballs Impressions Clicks Interactions Panel expansion Video playback
Video playback Including multiple assets per ad
Panel Expansion At panel level allowing for easy comparison across
different ads
Advanced MetricsUnique Viewers & Engagement Indicators
Publisher Unique Overlap Measure the number of exclusive unique users each
publisher contributes to campaign
Format performance comparison See which format is performing the best… expandos,
polites, standard banners, all the way to measuring ROI
Interaction At interaction level allowing for easy comparison across
different ads
Performance by frequency – plan & optimize capping
Impressions Clicks Interactions Expansions Durations
Better plan your frequency capping based not only onunique users, but on several performance measurements
Advanced MetricsUnique Viewers & Engagement Indicators
High expansion rate for both campaigns 24%) benchmark (15%)
Attracted users attention from 757,788 imps 24% ‘joined the ride’
Case Study Performance AnalysisMid Campaigns Analysis (US and UK) October 2007
Served Imp. by Ad Formats - US + UK
657,042
1,761 33,94342,049
Standard Banner Regular expandable banner (exclude ad 545996 – 160X600 UK)Expandable banner – ad 545996 - nmaTracking Pixel
89% of the impressions were expandable banners. This format produced 64% expansion rate in UK and 21% expansion rate in US.
US - FormatImpressio
nsUser Initiated Exp
Rate Interaction Rate
expandable banner 728x90 310,040 20.48% 78.55%
expandable banner 160x600 26,052 18.40% 75.36%
expandable banner 300x250 154,985 19.90% 75.82%
expandable banner 336x280 2,206 29.15% 98.05%
UK - FormatImpressio
nsUser Initiated Exp
Rate Interaction Rate
expandable banner 728x90 8,206 245.72% 64.72%
expandable banner 160x600 32,136 33.01% 33.97%
expandable banner 468x60 13,802 20.42% 70.53%
Case Study Performance AnalysisMid Campaigns Analysis (US and UK) October 2007
The best performing format was expandable banner 728x90. Producing the highest expansion and interaction rate. Which follows the entertainment vertical trends in EB 2006 benchmark
Case Study Performance AnalysisPublisher Stats
Publisher Impressions
Unique impressions
Avg. Frequency
Expansion Rate
Adotas.com 41,788 18,418 2.26 35%
Watershed Publishing
133,714 42,263 2.89 31%
Mediapost 60,908 35,033 1.73 31%
iMedia Connection
152,552 48,390 3.15 23%
ClickZ 84,957 47,868 1.77 19%
Case Study Performance AnalysisData Capture
The data capture feature ‘tell a friend’ provided quality feedback about the campaign and provided names for potential new customers.
Some of the ‘Tell A Friend’ quotes:
“thought this was a pretty cool micro site”
“look at this ad...this is called rich media”
“hi dude have a look at this its clever and innovative advertising...for the web...something we could incorporate…perhaps???”
“Now this is a "Platform"... a subway platform, and an excellent testimonial from their clients. Very consistent and creative”
“D-interesting approach to a contest....quiz forces you to interact with the eyeblaster elements…and then watch three short videos to get clues to answer the questions....might be an interesting approach”
“this is FYI (inspiration), i hope you find it interesting and inspiring”
Organized to work the way you
Easy to use with a brand new interface
Quick report generation very fast access
Top-down analysis
Simple to understand – clear and accurate,
Extensive documentation
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Excel Eyeblaster Analytics Plug-In for Excel – The most reliable, accessible and flexible
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Directly connected to the database
Accessible directly from Excel, up-do-date by a refresh button and available offline.
Eyeblaster AnalyticsEyeblaster offers two premium value-added services
Customized reports
Post-campaign Analysis and Insights into Campaign
A Platform for Growth
Excel Summary Report, Campaign Monitor, Dwell Time Metrics
Built-in Benchmark Data
Built-in territorial reporting for Global Campaign Management
Planning and Buying Tools
Video In-Stream Format
Reporting API
What’s coming up next?
In Game Advertising and Purpose Shot Video
New ConceptsUser Initiated In Stream Video and Mobile
Thank you