Russell Barry, Eyeblaster, Mediacom Engage 19/05/10


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Russell Barry is Senior Sales Manager at EyeBlaster. This presentation was made to 50 Scottish Government Framework clients and roster agencies at MediaCom Engage in Edinburgh on the 19th May 2010, exploring opportunities for public sector organisations offered by Eyeblaster.

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  • Its a busy world and so much is fighting for our attention...
  • …then came Television to complicate things a bit…
  • …then share of voice became a little trickier when Cable TV created fragmentation…
  • ….and then about 10 years ago this notion of digital came about. At the time, digital was limited to banner and text ads. Then along the way we got more creative, the technology became more flexible…
  • …so here we are today. Search Marketing, Video Advertising, Mobile, In-Game… it’s tricky. But remember, the only easy day was yesterday!Global Media Breakdown 2008
  • What I believe will happen is that “online” in traditional form will stay consistent with slight growth overall, but there will be sift in where and how online media is split – rich will become more accessible.Emerging channels, such as mobile will cannibalise ALL media – not just traditional, but part of online too.However, as the traditional media channels take a digital connection – the concept of driving dynamic digital advertising into those channels will become the norm, and yet still remain as TV or Outdoor, albeit digital variants thereof. This will not be seen as “online” though share the same heritage.It is INSTREAM video, and the technological developments behind them, i.e. Eyeblaster, who will make this scalable – but rather then a tiny percentage of ‘online’ will be a component of the overall media matrix and therefore huge revenue potentials for what will make up the Digital Space overall.2 thoughts: Not everything will NEED to be interactive, just dynamicBehavioural sequencing will become a realistic possibility cross-channel.
  • According to research by McKinsey Consultants.TV impact not as effective.
  • We all used to go to record shops – but things are changing.All over world music shops are closing down as people turn to downloading musicAccording to some estimates, the feeling is that by 2015 CDs and DVDs will be a thing of the past as we download or stream our media..Same way as hard pushed to find camera film today...
  • We are seeing this already. The TV set is no longer just for passive TV viewing – interactivity is happening across devices.And its about to become a lot more interactive...
  • We are media multi-tasking at the same time
  • Mutiple feeds and sources are giving us our information
  • 10% spent on social network sites – more then shopping.
  • 3516883Much of Online Behaviour is Familiar, Like a Local Neighbourhood
  • Info and Ents equal in EuropeCommunication is the core motivation and activity onlineMotivation: Respondents can note more than oneActivities: 7% of online activities classified as “other”
  •,000% in a year (April to April)Driven by high celebrity profiles like Stephen Fry or Oprah Winfrey – especially after it appeared on her show at start of the year. TV DRIVES INTERNET5M Jan – 50M expected by Summer July
  • Just as Bing is about taking search from Google, Wave is about taking the desktop one step at a time from Microsoft.
  • We will help you serve personally relevant ads...
  • Volvo is tracking QR codes across their offline print/outdoor advertising via Eyeblaster ACM – pulling a consolidated report combining off and online via mobile phones.
  • style of barcode that was adopted is called QR (short for Quick Response) and five short years later, QR codes are recognized by over 90% of Japanese mobile users - and used by over 50% of them - for fast and easy access on the move to encoded information or the internet. More people in Japan now surf the web from a mobile phone than from a PC, and QR codes are found everywhere - in advertising and promotional materials, on product packaging and vending machines - to deliver 'Quick Response'.Almost every Japanese phone ships with a built-in barcode reader that can decode both QR Codes and standard barcodes you find on retail items.
  • So we need to make sense of what is happening….
  • It is instant in, and instant out, and then we wonder why relationships don’t last?We try to measure that with the fast paced metric of “click”
  • Some things have not changed. If I want to build a relationship - Whether that is friends, family, partner. Birthdays, Thanks giving or Christmas, moments when you can all come together and spend quality time.If you want to build something solid, something that is going to last, whether personal or brand, I need to invest in those relationships. It still takes time...
  • Basic psychology suggests the more senses involved the more you are likely to remember things.A picture says a thousand words; a moving picture with sounds says millions. That is why TV and video works – it develops stories that strike an emotional connections – linked to a person or event that is when the change starts to happen Traditional media has two senses involved – TV sight and sound. Print sight and touch. Digital connects all three – sight, sound AND touch. And none demonstrated more effectively than rich media.
  • A new research by Eyeblaster, Microsoft Advertising and comScore shows that Dwell does have an actual effect on brand metrics. The research investigated the differences between campaigns with low active engagement as measured by low Dwell and campaigns with high active engagement as measured by high Dwell.The study examined a sample of high dwell campaigns and a sample of low dwell campaigns and compared the difference between them in terms of their brand effects. The robust methodology ensured any positive brand uplift observed was due exclusively to the increase in Dwell.The sample of campaigns was taken out of 800 Rich Media campaigns that were served by Eyeblaster exclusively on Microsoft Advertising sites between January 2009 and June 2009.  The 800 campaigns were ranked by total Dwell scores. To ensure a distinct difference between high and low Dwell, the study analyzed campaigns that fell in the top and bottom 10% of the Dwell scale. Overall, 10 campaigns from the low Dwell group and 10 campaigns from the high Dwell group were chosen for the analysis. These 20 were selected for having the largest number of impressions, ensuring the biggest sample sizes for our analysis of over 6,500 panelists. The campaigns covered 8 industry verticals.For each of the 20 campaigns, comScore identified people that had been exposed to the ads. comScore measured those panelists' subsequent online behavior across a four week period and compared those to unexposed panelists and their online behavior. These groups were pair matched—the exposed/unexposed groups were equal except for the fact that the exposed group had seen the ads, the unexposed had not. Groups were matched to ensure equality according to specific demographic and online behavioral variables.Uplift between unexposed and exposed was averaged for the 10 low Dwell and 10 high Dwell campaigns. These average uplifts were compared to evaluate the impact of increased Dwell on subsequent brand effects.To capture both the effect of Dwell Rate and of Average Dwell Time, the research examined the Total Dwell which was defined as Dwell Rate multiplied by Average Dwell Time.
  • The results of the study indicate that users who were exposed to campaigns with high Dwell are more likely to search for brand related keywords as compared to users who were exposed to campaigns with low Dwell. The research found that users who were exposed to campaigns with low Dwell increased brand related keyword searches by 12%, as compared to the control group, while users who were exposed to campaigns with high Dwell increased brand related keyword search by 39%, as compared to the control group. This shows that campaigns with high Dwell are 3x more effective at driving search than campaigns with low Dwell.
  • Furthermore, campaigns with low Dwell increased advertisers’ site traffic by 10%, as compared to the control group, while campaigns with high Dwell increased site traffic by 17%. This is an incremental change of 69% between campaigns with low Dwell and campaigns with high Dwell.
  • Dwell Time reveals a positive impact in favour of the brand and a new benchmark for brand building? Why because it addresses measuring those brand moments.Dwell Time will help brand marketers bring more confidence back into digital and a step closer in to showing how to measure a brand online – and set new parameters which we will be able to move across to Digital TV.And people are engaging with adverts – that is ACTIVELY INTERACTING with adverts for 1 minute!! Twice as long as TV commercial, and guaranteed emotional involvement. This is absolutely key turning point for advertising…
  • So where are we now? Well following on from what we have learned in 2004, this is ad for this year. Similar concept in terms of content on site, but in a way which is interesting for user to be involved with.What is amazing is the average Dwell time was 2 minutes!!! 4x that of a TV advert!!! Am amazing achievement to get users to stop what they were doing and immerse themselves in a brand experience for 2 minutes… If everthere was evidence for online effectiveness, this should be at the top of all the award tables!!!
  • 35% of everything we do online is communicate – we talk!!
  • But one thing advertisers have become increasingly aware of, is that the modern consumers have a voice.
  • Online travel sites can be true trialogue brandsBack in 1996, I was standing on a conference platform talking to a room full of travel agents. I had a laptop in front of me with a dialup connection to the internet, and I decided to take a risk.Andrew Walmsley, co-founder of i-Level12th September 2007 I'd just spent twenty minutes talking to them about how the web might impact on their business, and frankly, they weren't impressed. "People", one delegate said, "will always want the advice only a travel agent could give them".I'd just returned the previous year from a round-the-world tour where every hotel I'd stayed at had been found online, and flushed with confidence, I asked the audience to name anywhere in the world, promising I'd find them a hotel there."Easter Island" called out one smartarse at the back.It took me an admittedly nerve-racking thirty seconds to find one and read out the details.You could have heard a pin drop.Now, travel is one of the biggest commercial sectors online. easyJet sells over 90% of its flights online, around 15% of searches are travel-related, and the European online travel market was worth €38billion last year.Not bad for ten years' work.But although technology gave consumers information about far-away places, access to airline and hotel availability databases and the ability to communicate directly with these organisations (without waiting for the next assistant to be free), it gave them something else - which until recently businesses have not got to grips with.It gave them access to each other.Through sites like tripadvisor, holidaywatchdog and myholidayreport, consumers started telling each other about their real experiences, good and bad."The manager approached us by the pool, saying the fans we'd bought were using too much electricity... we will never stay at this hotel again"The second bedroom in the Chateau had a continuous combination smell of mould and rotting flesh."The sheer granularity of these sites was unachievable before users started creating the content - the daddy of them all, tripadvisor, claims to have over ten million reviews covering 190,000 hotels and 140,000 restaurants.Barry Diller's InterActiveCorp, owners of Expedia, saw the potential back in 2004, when he acquired tripadvisor, placing real reviews next to hotel listings. In the UK, Thomson asks consumers to submit reviews, but and the company reserves the right to edit, refuse and withdraw contributions. The result is a very different feel to tripadvisor - in 15 minutes I wasn't able to find a single negative review.The latest addition to these is a familiar face from the dotcom boom, reincarnated as a travel is fast, well-designed, packed with useful features that speed up the experience. It seamlessly merges data, listings and user-generated reviews and packages it well. It's honest with its readers - a one-line review read: "situated as it claims on a quiet street, this hotel is also near a noisy one".The old-world view would see this as a high-risk strategy. Placing bad reviews next to hotels you're offering for sale can't be in their commercial interest can it?But the reality is that consumers are using other consumers' opinions to rationalise purchasing decisions. There's nothing a travel site can do about this, so bringing these reviews into the site achieves the double benefit of increasing trust in the agent's brand, and not losing that consumer when they go off to check out your recommendations.Boo crashed and burned the first time round, trying to sell a product people weren't ready to buy online, using technology that users couldn't access using the slow connections of the time, and failing to control costs.This time, it's in a booming sector, with technology that puts the consumer and the users at the very heart of creating its product - a true trialogue brand. This article was originally published in Marketing and can be viewed via the Brand Republic website here12 September 2007 
  • What started with Amazon reviews is now part of the mainstream – feedback / star ratings!!!!Web 2.0 – conversation - people talk back!If you prompt for response, people will ‘discuss’ your brand… Not always positively = difficult to manage in this new 2-way conversational world…
  • The most significant global change is in seeing a new leader arise in the US.He utilized digital media in his campaign to connect to the masses – not just domestically, but globally.He reached to every man & woman, irrespective of social standing, and asked “their opinion”Partly because he appears in midst of a recession, partly in midst of international relations. People are ready for change.Things need to change, lets just restart. In fact lets refresh everything.That’s what Pepsi caught onto… this “refresh” aspect that he was encapsulating…
  • So Pepsi utilised social media to get people to say what they would like to see changed or not changed when Obama comes to power.They focussed on social networks, like YouTube, and wanted to start a conversation with the audience, backed by leading public figures, to get people to tell Obama what they thought.They did not go out with we taste better then coke, they were very subtle with the “refresh” aspect, via brand association with a sea-change globally.
  • key aspect was the messages distributed online contained the people to connect where they were…In this case, via a web cam, directly within the banner itself – that submitted direct to YouTube.People exposed to messages could get involved without leaving where they are. And it worked.When looking at the number of videos submitted to YouTube - 14% did so through the banner!
  • From data collected across one Automotive advertiser over a six month period, the conversion rate of campaigns using an optimization algorithm (0.63%) is significantly higher (1.25x) than the average conversion rate of rich media ads (0.51%). Consequentially it is practically double the average conversion rate for WW ’08 – 0.32%.Huge spikes are seen in optimised advertising over 6 monthsAnd is a feature that is grossly underused in digital advertising.
  • Russell Barry, Eyeblaster, Mediacom Engage 19/05/10

    1. 1. refocusing<br />the blurring lines of media<br />media in the fast lane<br />Russell Barry<br />Global Business Development Manager<br />October 2009 <br />
    2. 2. TV<br />Radio<br />Print<br />Media 60 years ago<br />
    3. 3. Radio<br />Print<br />Broadcast <br />and Cable TV<br />Media 30 years ago<br />
    4. 4. Digital: banners and text<br />Radio<br />Print<br />Media 10 years ago<br />Broadcast <br />and Cable TV<br />
    5. 5. Media Today (2009) <br />Internet<br />Standard Display<br />Rich Media<br />Classifieds<br />Search<br />Outdoor<br />Newspapers<br />Magazines <br />Broadcast <br />and Cable TV<br />Cinema<br />Radio<br />Source: Zenith Optimedia (Via<br />
    6. 6. Media Tomorrow (2012+)<br />Rich Media<br />InStream<br />Video Advertising<br />Ad-funded apps<br />Social Networking<br />Standard Display<br />Micro-sites<br />Ad-funded OS<br />Widgets<br />Classifieds <br />Mash-Ups<br />Text Links<br />Search<br />Newspapers<br />Mobile<br />Portable Media Ads<br />User Generated<br />Digital Outdoor<br />PodCasting<br />Outdoor<br />In-Game Ads<br />Electronic Ink (e-ink)<br />Blogging<br />Pre-Roll<br />IPTV<br />Interactive Video<br />Magazines <br />5 second spot<br />Cinema<br />Digital Product Placement<br />Radio<br />Broadcast <br />and Cable TV<br />
    7. 7. by 2010<br />traditional TV advertising will be <br />one third<br />as effective as it was <br />in 1990<br />Source: 2006 McKinsey & Co<br />© 2008 Eyeblaster. All rights reserved<br />
    8. 8. 2015<br />NO CD or DVD<br />
    9. 9. Today’s media is<br />interactive…<br />
    10. 10. immediate<br />
    11. 11. simultaneous!<br />
    12. 12. fragmented…<br />
    13. 13. Concentric Conversations<br />10%<br />
    14. 14. The Online Neighbourhood<br />Newsagent<br />Pub<br />Bank<br />Post-Office<br />Shops<br />Entertainment<br />News feeds, Sports Pages <br />Forums & Social Networks<br />Financials & PayPal<br />Email & Instant Messenger<br />Amazon & eBay<br />iTunes, Spotify, & YouTube<br />© 2008 Eyeblaster. All rights reserved<br />
    15. 15. Communication<br />Information<br />Entertainment<br />Surfing<br />Transactions<br />Creation<br />User activities online<br /> 35%<br /> 18%<br /> 18%<br />9%<br /> 9%<br /> 4%<br />Base: MSN European Data<br />
    16. 16. TV Tweet Explosion<br />3000%<br />50M<br />24/7/140<br />
    17. 17. Personal Web<br />20%<br />
    18. 18. Next Wave of Communication<br />A "wave" is equal parts conversation and document, where people can communicate and work together with richly formatted text, photos, videos, maps, and more…<br />
    19. 19.
    20. 20. beyond the<br />browser<br />
    21. 21.
    22. 22.
    23. 23. personally relevantads<br />inserted dynamically into any content<br />on any device<br />anywhere in the world<br />© 2008 Eyeblaster. All rights reserved<br />
    24. 24.
    25. 25. Better Lived Together<br />tracking offline to <br />online mobile<br />
    26. 26. QR Smartcodes<br /><ul><li>Almost every Japanese phone ships with a built-in barcode reader that can decode both QR Codes & standard barcodes you find on retail items. ”</li></ul>quick<br />response<br />
    27. 27. demystify<br />the metrics<br />
    28. 28. Quantity<br />the<br />click<br />
    29. 29. Quality<br />time<br />
    30. 30. making<br />sense<br />
    31. 31. Confucius<br />Tell me, and I will forget. <br />Show me, and I may remember. <br />Involve me, and I will understand.<br />孔夫子(551-479 BCE)<br />new media<br />old proverb<br />
    32. 32. New Research<br />By Eyeblaster, Microsoft Advertising and comScore<br />Dwell affects<br />Branding<br />© 2009 Eyeblaster. All rights reserved<br />
    33. 33. Brand Related Search<br />X3<br />High Dwell increases brand related search<br />© 2010 Eyeblaster. All rights reserved<br />
    34. 34. Site Traffic<br />High Dwell increases site traffic by <br />+69%<br />© 2010 Eyeblaster. All rights reserved<br />
    35. 35. The value of Video<br /><ul><li>gif/jpg
    36. 36. Rich Media
    37. 37. Video</li></ul>% Lift <br />2x<br />Aided Brand Awareness<br />Online Ad Awareness<br />Message Association<br />Sponsorship Association<br />Brand Favorability<br />Purchase Intent<br />Source: Dynamic Logic MarketNorms Q1 2005<br />
    38. 38. Day of the week<br />1min<br />On average, weekday Dwell Time is 10 seconds longer than weekends*<br />* Weekdays (Mon – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec.<br />
    39. 39. Hewlett Packard: 2008<br />“Amazing execution. Clear calls to action and love the 3D effects. Have not seen an ad unit like this before. Hats off Eyeblaster and kudos to Goodby,. Is there anything you can not do?”<br />Digital Design Professional<br />2min<br />
    40. 40. 35%<br />communicate<br />Instant Messenger<br />eMail<br />
    41. 41. ?<br />what happens when consumers<br />talk back<br />
    42. 42. grass roots infiltration<br />word-of-mouth<br />is the most powerful form of <br />advertising<br />
    43. 43. Advertiser<br />Consumer<br />The Trialogue<br />Consumer<br />
    44. 44.
    45. 45. B2B2C<br />
    46. 46. Four Characters …<br />
    47. 47. Four Characters …<br />Personalised pleas to parents to quit ..<br />Dylan<br />Mollie<br />Portae<br />Cillian<br />
    48. 48. ..Five phases of message ..<br />Placement Specific Versions..<br />..<br />1<br />2<br />3<br />4<br /><ul><li>Generic
    49. 49. News
    50. 50. Hotmail
    51. 51. Gossip
    52. 52. Sport</li></ul>..unless ..<br />
    53. 53.
    54. 54.
    55. 55. EU Tobacco (Multi) – Behavioural <br /><ul><li>93% of interactors saw second sequenced advert
    56. 56. Those who saw second advert were positively inclined towards click through</li></li></ul><li>takes it to the next level<br />
    57. 57. <ul><li>Most successful ad placement
    58. 58. IM banner achieves highest rates of interactivity
    59. 59. Physically share content
    60. 60. Virally seed banner to Buddy List through Windows Live
    61. 61. Track Everything!
    62. 62. Eyeblater Analytics can track every singe interaction and follow seed.</li></ul>Windows Live Sharing<br />
    63. 63. Refresh<br />Everything<br />
    64. 64. Pepsi refreshes everything<br />14%<br />
    65. 65. Banner Upload<br />14%<br />
    66. 66. Conservative Party<br />
    67. 67. Emirates enjoys a Quick Take-Off<br />Campaign’s Launched in Record Time with Smart Versioning<br />Rapid turn-around times from brief to live<br />Built SmartVersioning shell templates<br />Easily change price, takeoff and destination cities.<br />Results: Banners achieved CTR doublethat of the benchmarkCampaign delivered 276flight bookings<br />
    68. 68. Automatic Optimization<br />Effects on conversion rate taken from an automotive advertiser utilizing a optimization algorithm on adverts<br />* Automotive Case Study over a 6 month period<br />
    69. 69. Case Study – Direct Response<br />Dynamic Ads Double Mobile Operator’s Conversions, Cuts CPA<br />Dynamic banners had a 119.8%higher click-through rate than standard banners <br />Dynamic banners had a 2x conversion rate compared to standard banners<br />Each dynamic banner conversion cost approximately half compared to a standard banner conversion<br />
    70. 70.
    71. 71. eyeblaster<br />channel<br />connect<br />
    72. 72. Results: Of the votes attributed to Search Advertising, 30% were driven by rich media display ads<br />Where a vote was driven by a combination of search and display, on 95% of those occasions, it began with a display event and ended with a Search.<br />Masterfood - Revels Eviction Campaign<br />Campaign Objectives :<br /><ul><li>Create a unique way for Revels to engage with customers
    73. 73. Integrate TV, press and digital to drive consumers to the Revels Eviction microsite</li></ul>Strategy<br /><ul><li>Everyone has a favourite/least favorite flavour
    74. 74. Consumers ‘evict’ the flavour they like least</li></li></ul><li>Cross-Channel Comparison<br />Would like to compare, but don’t do it yet<br />Currently compare<br />Not interested in comparing<br />What is the status for comparing the following cross-channel metrics?<br />Online Search and Display Advertising<br />Computer-based andMobile Advertising<br />TV and Computer-based Advertising<br />TV and MobileAdvertising<br />Outdoor andMobile Advertising<br />Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising<br />
    75. 75. the<br />end?<br />, this is the beginning.<br />