Presentacion Publicidad Digital Automocion Eyeblaster 2010
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Presentacion Publicidad Digital Automocion Eyeblaster 2010

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Presentacion Publicidad Digital Automocion Eyeblaster 2010 Presentacion Publicidad Digital Automocion Eyeblaster 2010 Presentation Transcript

  • Dean Donaldson Director of Digital Experience June 2010 Atrapando la audiencia de automóviles Aplicación estratégica de la tecnología digital © 2009 Eyeblaster. All rights reserved
  • 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- . 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
  • 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
  • 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
  • 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
  • Technology Applied Social Media Content Direct Response Search Campaign Campaign Brand Other Campaign Marketing Website Brand Message © 2009 Eyeblaster. All rights reserved
  • 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
  • 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
  • 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
  • Los ciclos de compra han cambiado drasticamente en los últimos años © 2009 Eyeblaster. All rights reserved
  • 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
  • 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
  • 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
  • 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
  • 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
  • The Power of Tagging harnessTargeting Optimization the power of actionable data Segmentation © 2010 Eyeblaster. All rights reserved.
  • 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
  • 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
  • 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
  • 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
  • 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 reserved
  • 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
  • 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
  • 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
  • consumidor comodón © 2008 Eyeblaster. All rights reserved
  • 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
  • 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 del usuario © 2009 Eyeblaster. All rights reserved
  • perdidos en el desierto © 2008 Eyeblaster. All rights reserved
  • Porsche Panamera © 2008 Eyeblaster. All rights reserved
  • 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.
  • Interactive Video © 2008 Eyeblaster. All rights reserved
  • 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
  • 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
  • Tráfico al site Un alto Dwell aumenta el tráfico al site © 2010 Eyeblaster. All rights reserved © 2009 Eyeblaster. All rights reserved
  • Brand Related Search Un alto Dwell aumenta las búsquedas relacionadas con la marca © 2010 Eyeblaster. All rights reserved © 2009 Eyeblaster. All rights reserved
  • 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
  • Brand Engagement Alto Dwell más búsquedas más page views más tiempo en el site © 2010 Eyeblaster. All rights reserved © 2009 Eyeblaster. All rights reserved
  • High dwell leads to high conversion un alto dwell lleva a un alto ratio de conversión © 2009 Eyeblaster. All rights reserved
  • What keeps messages relevant qué es lo que mantiene tu mensaje relevante © 2009 Eyeblaster. All rights reserved
  • contextual © 2008 Eyeblaster. All rights reserved
  • The rise of personalized messaging Time spent online Direct to Consumer Mass Messaging Consumer knowledge about products © 2009 Eyeblaster. All rights reserved
  • D2C Messaging Toolset Media Plan Smart Conversion Versioning Tagging Direct to Consumer Sequencing Retargeting © 2009 Eyeblaster. All rights reserved
  • construyendo una estrategia para el ciclo de compra © 2009 Eyeblaster. All rights reserved
  • 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
  • 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
  • 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
  • Word of Mouth is most powerful form of advertising word-of-mouth la forma más poderosa de publicidad © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved 2.0 web
  • © 2008 Eyeblaster. All rights reserved
  • © 2008 Eyeblaster. All rights reserved
  • 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
  • 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
  • © 2009 Eyeblaster. All rights reserved
  • Gestionando Distribuidores Prices Locations © 2009 Eyeblaster. All rights reserved
  • Adaptando al mensaje por la ubicación del distribuidor Dynamic Insertion Dynamic Insertion © 2009 Eyeblaster. All rights reserved
  • 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
  • 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 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  • In-Banner Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  • 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
  • Integrating Campaigns Social Media Content Dealer Search Traffic Campaign Campaign Tier 1 Other Brand Digital Campaign Content Website © 2009 Eyeblaster. All rights reserved
  • 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
  • tan sólo estamos calentando motores © 2008 Eyeblaster. All rights reserved
  • Más información mediamind.eyeblaster.com email: dean.donaldson@eyeblaster.com info.deandonaldson.com @eyeblaster @creative_zone © 2010 Eyeblaster. All rights reserved 2009