0
Dean Donaldson
                                                   Director of Digital Experience
                         ...
widest
                                 reach
© 2009 Eyeblaster. All rights reserved
Conducción asistida




 abs
© 2008 Eyeblaster. All rights reserved
Autonomous Driving

                                         “Mira, sin manos!”




© 2008 Eyeblaster. All rights reserved
El mañana hoy




© 2008 Eyeblaster. All rights reserved
testing
     time

© 2009 Eyeblaster. All rights reserved
20 billion impressions
       38 million clicks
       8 million hours
© 2009 Eyeblaster. All rights reserved
Comprando automóviles



    28% 14% 12%
      current car non-
                       .




                             ...
Internet use for auto research

                                                                                          ...
Primary resource for information

                                                                                        ...
Selling cars has changed
• Online is the first 'test drive'
• Website is the center point for
        communication (not d...
Technology Applied
                                              Social
                                              Medi...
The technology you use, makes a difference on how effective you engage consumers




                                     ...
If I asked people what they wanted, I‟d have built them a faster horse




            If I asked people what they wanted,...
Addressing Online Potential



      Smart                                                  Smart
  Versioning and        ...
Los ciclos de compra
                                                          han

                                      ...
Consumer Purchasing Habits
                                                • About 90 days in total length
               ...
Conversion Rate by Placement
                      1.0%


                      0.9%


                      0.8%


      ...
Consumer‟s Want Information




       Coupe                             SUV   Family   Sedan
        •    Searching for i...
Data Synched Creative




       Coupe                             SUV   Family       Sedan

        •    Target by previo...
Worst mistake modern marketers can make is let customers slip off radar




                                              ...
The Power of Tagging




                   harnessTargeting
         Optimization
                           the power of...
Tag Placement




                                             Marketing                 Previous
           Website      ...
Automatic Success Driver
                                  Average Conversion Rates (6 months)
25.00%


20.00%


15.00%


...
Optimization and Conversion Rate
                   0.6%




                   0.5%




                   0.4%
 Conversi...
Segmentation of Digital Audiences
                                                        media plan




                 ...
70MPH
© 2009 Eyeblaster. All rights reserved
interacción
30% lo que ves
50% lo que ves & escuchas
70-90% lo que ves, escuchas


& tocas
© 2008 Eyeblaster. All rights r...
Targeting and Retargeting
         never
         seen                            Version A
         offer


       seen a...
Combining Metrics
                                            Search Data




                                            ...
Data Un‟silo‟ed
                                   Display Campaigns Effect on Search
800000                              ...
consumidor
  comodón
© 2008 Eyeblaster. All rights reserved
The lingering effect of display




               optimization?
                                         up to 3 week del...
mensajes
Que mueven

 © 2009 Eyeblaster. All rights reserved
                                          metal
Better Lived Together




tracking offline a través
del móvil
 © 2008 Eyeblaster. All rights reserved
cómo
                                            atraer la
                                         atención
             ...
perdidos
  en el
                        desierto

© 2008 Eyeblaster. All rights reserved
Porsche Panamera




© 2008 Eyeblaster. All rights reserved
User Response
                                     Click Rate                                              Conversion Rate...
Interactive Video




© 2008 Eyeblaster. All rights reserved
Campaign Booster
                              Performance of Rich Media with and without Video

     9%
                 ...
HD Video Ads
                                                HD Video Performance
                            Attention   ...
Tráfico al site




 Un alto Dwell
 aumenta el
 tráfico al site
© 2010 Eyeblaster. All rights reserved
© 2009 Eyeblaster. ...
Brand Related Search




Un alto Dwell
aumenta las
búsquedas
relacionadas con la
marca
 © 2010 Eyeblaster. All rights rese...
The Impact of Dwell
                  Conversions Rate




                                                               ...
Brand Engagement

                                         Alto Dwell
                                   más búsquedas

  ...
High dwell leads to high conversion




                                          un alto dwell

         lleva a un alto
...
What keeps messages relevant




                                          qué es lo que
                                 ...
contextual




© 2008 Eyeblaster. All rights reserved
The rise of personalized messaging
  Time spent online




                                                     Direct to ...
D2C Messaging Toolset


  Media Plan
                                           Smart      Conversion
                    ...
construyendo
                         una estrategia para el
                           ciclo de compra

© 2009 Eyeblaster...
Consumer Stages of Purchase
                                                                 • Automotive purchase stages
...
Consumer Life Cycle (CLC)
                                                          Expensive
                            ...
Influencing the right buying decision
      User D- Financing offer




   User C- Drive to „demo‟ the
            product...
Word of Mouth is most powerful form of advertising




                        word-of-mouth
                         la f...
© 2008 Eyeblaster. All rights reserved
                                          2.0
                                     ...
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Adapting the process
               On-site view through
         Regular banner flow (Rich or Standard)



              ...
Twitter




 •     1% YoY uplift in site visits
 •     Twitter activity for VW rose from 5 to 700 per day
 •     Total Fac...
© 2009 Eyeblaster. All rights reserved
Gestionando Distribuidores




          Prices



     Locations
© 2009 Eyeblaster. All rights reserved
Adaptando al mensaje por la ubicación
 del distribuidor


                                         Dynamic Insertion




 ...
Gestionando los detalles                                                      Free 3/yr service
                          ...
Certified Pre-Owned




© 2008 Eyeblaster. All rights reserved
Mercedes Connect




© 2009 Eyeblaster. All rights reserved
In-Banner Conversions




                         Impact drives Conversions




* Eyeblaster global data from 2,000 campa...
In-Banner Conversions




* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2008 Eyeblaster. ...
Summarising recommendations


        Continuous                       Increasing     Addressing
        messaging        ...
Integrating Campaigns
                                          Social
                                          Media
   ...
Next Steps- Test Campaign
            Q1                                     Q2              Q3                      Q4

 ...
tan sólo estamos
calentando
motores


© 2008 Eyeblaster. All rights reserved
Más información


 mediamind.eyeblaster.com

 email: dean.donaldson@eyeblaster.com
 info.deandonaldson.com

           @ey...
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Presentacion Publicidad Digital Automocion Eyeblaster 2010

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Transcript of "Presentacion Publicidad Digital Automocion Eyeblaster 2010"

  1. 1. Dean Donaldson Director of Digital Experience June 2010 Atrapando la audiencia de automóviles Aplicación estratégica de la tecnología digital © 2009 Eyeblaster. All rights reserved
  2. 2. widest reach © 2009 Eyeblaster. All rights reserved
  3. 3. Conducción asistida abs © 2008 Eyeblaster. All rights reserved
  4. 4. Autonomous Driving “Mira, sin manos!” © 2008 Eyeblaster. All rights reserved
  5. 5. El mañana hoy © 2008 Eyeblaster. All rights reserved
  6. 6. testing time © 2009 Eyeblaster. All rights reserved
  7. 7. 20 billion impressions 38 million clicks 8 million hours © 2009 Eyeblaster. All rights reserved
  8. 8. Comprando automóviles 28% 14% 12% current car non- . better fuel efficiency change of circumstances functional/non-existent 9% wanted another vehicle 8% latest feature 4% better financing ‘The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC © 2009 Eyeblaster. All rights reserved
  9. 9. Internet use for auto research 82% 82% 84% 80% 82% 74% 77% 74% 74% 75% 78% 73% 71% 70% 74% 61% 64% 69% AU DE ES FR IT JP NL NZ UK US AR BR MX PO CN IN RU ‘Percentage of auto buyers who used on as a significant source of research The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC © 2009 Eyeblaster. All rights reserved
  10. 10. Primary resource for information 24x 47% 12x 8x 27% 12% 6% 5% 2% 3% Internet Dealerships Friends and Magazines Newpaper Private Seller Television Family ‘Percentage of global auto buyers who used as primary source of information The Role of the Internet in Automotive Buying. September 2009, Netpop Research, LLC © 2009 Eyeblaster. All rights reserved
  11. 11. Selling cars has changed • Online is the first 'test drive' • Website is the center point for communication (not dealers) • Social media has increased the importance of peer recommendation Customer preference is defined before the showroom © 2009 Eyeblaster. All rights reserved
  12. 12. Technology Applied Social Media Content Direct Response Search Campaign Campaign Brand Other Campaign Marketing Website Brand Message © 2009 Eyeblaster. All rights reserved
  13. 13. The technology you use, makes a difference on how effective you engage consumers La tecnología que usas, hace la diferencia En qué tan efectivo conectas con los consumidores © 2009 Eyeblaster. All rights reserved
  14. 14. If I asked people what they wanted, I‟d have built them a faster horse If I asked people what they wanted, I‟d have built them a faster horse Henry Ford © 2009 Eyeblaster. All rights reserved
  15. 15. Addressing Online Potential Smart Smart Versioning and Rich Media Versioning/ Sequencing Sequencing MediaMind extended messages that meeting the purchase cycles move metal needs of dealers © 2009 Eyeblaster. All rights reserved
  16. 16. Los ciclos de compra han cambiado drasticamente en los últimos años © 2009 Eyeblaster. All rights reserved
  17. 17. Consumer Purchasing Habits • About 90 days in total length • Nearly 11.5 days spent actively researching • An average of 4 makes are considered • About 60% are going to switch from their incumbent car Relevant and Continuous Messaging © 2009 Eyeblaster. All rights reserved
  18. 18. Conversion Rate by Placement 1.0% 0.9% 0.8% 0.7% Conversion Rate 0.6% 0.5% Relevancy 0.4% 0.3% Average 0.2% 0.1% 0.0% Weather Other Auto Travel Sport Music Maps Social Network Finance News Entertainment Mail Lifestyle Instant Messaging Home Page Technology Health and Beauty Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide. © 2009 Eyeblaster. All rights reserved
  19. 19. Consumer‟s Want Information Coupe SUV Family Sedan • Searching for information • Visiting your site • Interacting with ads • Responding to other offers • Interacting social content © 2009 Eyeblaster. All rights reserved
  20. 20. Data Synched Creative Coupe SUV Family Sedan • Target by previous campaign/search performance • Retarget by website visits • Target by geography • Retarget on interaction with other marketing efforts © 2009 Eyeblaster. All rights reserved
  21. 21. Worst mistake modern marketers can make is let customers slip off radar El peor error que los anunciantes de automóviles pueden cometer en el de hoy marketing es no mantener a los clientes en el radar © 2009 Eyeblaster. All rights reserved
  22. 22. The Power of Tagging harnessTargeting Optimization the power of actionable data Segmentation © 2010 Eyeblaster. All rights reserved.
  23. 23. Tag Placement Marketing Previous Website Programs Campaigns • Campaign landing • Email campaigns • Interactions pages • Social media feeds • Video plays • Unfinished lead • Fan pages • Impressions forms • • Search results Dwell • Homepage visits © 2009 Eyeblaster. All rights reserved
  24. 24. Automatic Success Driver Average Conversion Rates (6 months) 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1 5 9 13 17 21 25 Auto-Optimized Campaign Manually Optimized Campaign Weeks Conversion Rate Conversion Rate © 2009 Eyeblaster. All rights reserved
  25. 25. Optimization and Conversion Rate 0.6% 0.5% 0.4% Conversion Rate 0.3% 0.2% 0.1% 0.0% Automatic Optimization Even Distribution Time-based Weighted Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide. © 2009 Eyeblaster. All rights reserved
  26. 26. Segmentation of Digital Audiences media plan engaged with not engaged marketing with marketing interacted not responded with an ad visited the never seen to previous website an offer offer © 2009 Eyeblaster. All rights reserved
  27. 27. 70MPH © 2009 Eyeblaster. All rights reserved
  28. 28. interacción 30% lo que ves 50% lo que ves & escuchas 70-90% lo que ves, escuchas & tocas © 2008 Eyeblaster. All rights reserved
  29. 29. Targeting and Retargeting never seen Version A offer seen a previous Version B offer engaged Version C with ads visited Version D the web © 2009 Eyeblaster. All rights reserved
  30. 30. Combining Metrics Search Data Campaign Other Marketing Campaigns Data Website data • Measure search results and display results in the same view • Input other channels analysis for better synergy • Company KPI goals sit side by side with the results of the interest driven from the campaign © 2009 Eyeblaster. All rights reserved
  31. 31. Data Un‟silo‟ed Display Campaigns Effect on Search 800000 3000 700000 2500 600000 Total 2000 Conversions 500000 400000 1500 Number of Searches 300000 1000 200000 Display 500 Impressions 100000 0 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Display Rich Media Search Campaign Campaign Campaign Begins Begins Begins © 2009 Eyeblaster. All rights reserved
  32. 32. consumidor comodón © 2008 Eyeblaster. All rights reserved
  33. 33. The lingering effect of display optimization? up to 3 week delay on search Display causes brand recall in search at the Consumer‟s convenience © 2008 Eyeblaster. All rights reserved
  34. 34. mensajes Que mueven © 2009 Eyeblaster. All rights reserved metal
  35. 35. Better Lived Together tracking offline a través del móvil © 2008 Eyeblaster. All rights reserved
  36. 36. cómo atraer la atención del usuario © 2009 Eyeblaster. All rights reserved
  37. 37. perdidos en el desierto © 2008 Eyeblaster. All rights reserved
  38. 38. Porsche Panamera © 2008 Eyeblaster. All rights reserved
  39. 39. User Response Click Rate Conversion Rate 0.4% 0.5% 0.4% 0.3% Click Through Rate Conversion Rate 0.3% 0.2% 0.2% 0.1% 0.1% 0.0% 0.0% Standard Banner Rich Media Standard Banner Rich Media © 2009 Eyeblaster. All rights reserved Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Auto, Worldwide.
  40. 40. Interactive Video © 2008 Eyeblaster. All rights reserved
  41. 41. Campaign Booster Performance of Rich Media with and without Video 9% Dwell Rate 60 Dwell Time 8% 50 7% 6% 40 5% 30 4% 3% 20 2% 10 1% 0% 0 No Video Video No Video Video Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009, Worldwide. Adding video to Rich Media nearly doubles Dwell Time, and increases Dwell Rate by 29% © 2009 Eyeblaster. All rights reserved
  42. 42. HD Video Ads HD Video Performance Attention Retention Dwell Rate Video Fully Played Rate 12% 60% 10% 50% 8% 40% 6% 30% 4% 20% 2% 10% 0% 0% Other HD Video Other HD Video Source: Eyeblaster Research. Data: Q4 2008 to Q3 2009, Worldwide. HD increases attention and retention by ~17% © 2009 Eyeblaster. All rights reserved
  43. 43. Tráfico al site Un alto Dwell aumenta el tráfico al site © 2010 Eyeblaster. All rights reserved © 2009 Eyeblaster. All rights reserved
  44. 44. Brand Related Search Un alto Dwell aumenta las búsquedas relacionadas con la marca © 2010 Eyeblaster. All rights reserved © 2009 Eyeblaster. All rights reserved
  45. 45. The Impact of Dwell Conversions Rate Dwell Rate Source: Eyeblaster Research. Data: Q1 2009 to Q4 2009. Worldwide Higher Dwell Rate is linked to higher Conversion Rate © 2009 Eyeblaster. All rights reserved
  46. 46. Brand Engagement Alto Dwell más búsquedas más page views más tiempo en el site © 2010 Eyeblaster. All rights reserved © 2009 Eyeblaster. All rights reserved
  47. 47. High dwell leads to high conversion un alto dwell lleva a un alto ratio de conversión © 2009 Eyeblaster. All rights reserved
  48. 48. What keeps messages relevant qué es lo que mantiene tu mensaje relevante © 2009 Eyeblaster. All rights reserved
  49. 49. contextual © 2008 Eyeblaster. All rights reserved
  50. 50. The rise of personalized messaging Time spent online Direct to Consumer Mass Messaging Consumer knowledge about products © 2009 Eyeblaster. All rights reserved
  51. 51. D2C Messaging Toolset Media Plan Smart Conversion Versioning Tagging Direct to Consumer Sequencing Retargeting © 2009 Eyeblaster. All rights reserved
  52. 52. construyendo una estrategia para el ciclo de compra © 2009 Eyeblaster. All rights reserved
  53. 53. Consumer Stages of Purchase • Automotive purchase stages Inspiration Exploration • At each stage there is need that must be met • Micro-messaging to individual stages Research Comparison Increases relevancy of the product Consumer 'chooses' the message by the their previous actions Personalization Experience Locate Purchase 2009 Volkswagen Study ‟13 Behaviors of Purchase and Ownership „ © 2009 Eyeblaster. All rights reserved
  54. 54. Consumer Life Cycle (CLC) Expensive  1. Points of measurement? 2. Technology insertions? awareness Display Advertising Rich Media / Standard Display Dwell Time Video InBanner / InStream InGame Cost Effective  “attract consideration Microsite Advertising In situ on site within Banner External link by Click retention Brand Advocacy Retargeting of user to up-sell Encourage recommendation via Widgets convert CPC / CPE retain” evaluation CPA / ROI Search Advertising Independent Research purchase Rating Mechanisms Commitment Process In situ on site within Banner Client site / Reseller Site Offline in-Store © 2008 Eyeblaster. All rights reserved
  55. 55. Influencing the right buying decision User D- Financing offer User C- Drive to „demo‟ the product User B- Offer more information User A – Awareness © 2009 Eyeblaster. All rights reserved
  56. 56. Word of Mouth is most powerful form of advertising word-of-mouth la forma más poderosa de publicidad © 2008 Eyeblaster. All rights reserved
  57. 57. © 2008 Eyeblaster. All rights reserved 2.0 web
  58. 58. © 2008 Eyeblaster. All rights reserved
  59. 59. © 2008 Eyeblaster. All rights reserved
  60. 60. Adapting the process On-site view through Regular banner flow (Rich or Standard) Viewing the ad see content = mass audience interact = deep connection Clicking on the advert Arrival at the web page creates buzz Start exploring Trailer eMail Social Sites View © 2008 Eyeblaster. All rights reserved
  61. 61. Twitter • 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 © 2008 Eyeblaster. All rights reserved
  62. 62. © 2009 Eyeblaster. All rights reserved
  63. 63. Gestionando Distribuidores Prices Locations © 2009 Eyeblaster. All rights reserved
  64. 64. Adaptando al mensaje por la ubicación del distribuidor Dynamic Insertion Dynamic Insertion © 2009 Eyeblaster. All rights reserved
  65. 65. Gestionando los detalles Free 3/yr service SUV €5,000 off model Barcelona Free 10k/mi service Coupe Typical 0% APR Free 10k service Sedan Spain 0% APR Madrid Cash Back Coupe No interest for 3 yrs Free 3/yr service Sevilla SUV Ad €3,000 off model Sedan France Coupe • Manage templates for dynamic Convertible insertion SUV • Assist in set-up strategy UK Sedan • Monitor campaign for potential errors (before they happen) Coupe © 2009 Eyeblaster. All rights reserved
  66. 66. Certified Pre-Owned © 2008 Eyeblaster. All rights reserved
  67. 67. Mercedes Connect © 2009 Eyeblaster. All rights reserved
  68. 68. In-Banner Conversions Impact drives Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  69. 69. In-Banner Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  70. 70. Summarising recommendations Continuous Increasing Addressing messaging message dealer relevance complexities Smart Smart Rich Media Versioning and Versioning/ Sequencing Sequencing Global Service © 2009 Eyeblaster. All rights reserved
  71. 71. Integrating Campaigns Social Media Content Dealer Search Traffic Campaign Campaign Tier 1 Other Brand Digital Campaign Content Website © 2009 Eyeblaster. All rights reserved
  72. 72. Next Steps- Test Campaign Q1 Q2 Q3 Q4 Tier 1 Brand New Model Launch Spring sales event Summer blowout Holiday Promotion 90 days 90 days 90 da 90 days 90 days MediaMind driven campaign • Create one funnel driven campaign with tiered messaging strategy • Rotate brand and DR messages in based on user previous actions • Integrate search campaign data for retargeting • Optimize based desired result (driving traffic, downloads, etc) © 2009 Eyeblaster. All rights reserved
  73. 73. tan sólo estamos calentando motores © 2008 Eyeblaster. All rights reserved
  74. 74. Más información mediamind.eyeblaster.com email: dean.donaldson@eyeblaster.com info.deandonaldson.com @eyeblaster @creative_zone © 2010 Eyeblaster. All rights reserved 2009
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