courting the
                                         consumer
                                         connecting consume...
© 2008 Eyeblaster. All rights reserved
Reuben Mattus (1912 - 1994)




                                         “ Lose
                                          ...
eyeblaster
                                                                                       is the only

           ...
global rich media
© 2008 Eyeblaster. All rights reserved
together



© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Today’s media is
                                         interactive…




© 2008 Eyeblaster. All rights reserved
immediate…




© 2008 Eyeblaster. All rights reserved
fragmented…



© 2008 Eyeblaster. All rights reserved
simultaneous!

© 2008 Eyeblaster. All rights reserved
media
   overload

© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
User Generated vs Professional Content




      80% of content viewed on YouTube is
                       professionally...
Citizen Scheduler




© 2008 Eyeblaster. All rights reserved
Amazon




           compare                       amazon




           instantly

© 2008 Eyeblaster. All rights reserved
by 2010
        traditional TV advertising will be

                                         one third
                   ...
build
                                          brand
                                         moments

© 2008 Eyeblaster....
brand
                                         building


© 2008 Eyeblaster. All rights reserved
interaction
     Teachers / kids




© 2008 Eyeblaster. All rights reserved
making
sense
© 2008 Eyeblaster. All rights reserved
You remember:

  30% what you see
  50% what you see & hear
  70-90% what you see, hear


  & touch
© 2008 Eyeblaster. All...
Did they see?




   •    Effect without touch
   •    Correct response?
            Watch TV
             Click-thru

...
Enhanced Experience




                                         Warner Bros
        BBC Ideal




                       ...
cracking the



© 2008 Eyeblaster. All rights reserved
50%
                  of all display ad clicks
                  online population



© 2008 Eyeblaster. All rights reserv...
click
                  just because they
                                         doesn’t mean it

                      ...
lost
                        desert
 in the




© 2008 Eyeblaster. All rights reserved
CPM =
          2 are wrong audience
          1 clicked by accident
                                    CPC !!
          ...
direct
response


                             0.5% = 5 per 1,000
© 2008 Eyeblaster. All rights reserved
what about the

                                              995
                                              20%
      ...
dwell time
                  is the average number of

                                         seconds
              a us...
Day of the week
                                                          Average Dwell
         80
                      ...
Hewlett Packard: 2008




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Beyond the browser
                 Homepage extends reach to a main web access point

                 Email often can se...
Page Skins




© 2008 Eyeblaster. All rights reserved
desktop

© 2008 Eyeblaster. All rights reserved
Beyond the Browser – Mail & Messenger

                                                   Wide Expanding
                 ...
Beyond the Browser – Mail & Messenger




© 2008 Eyeblaster. All rights reserved
the new consumer
© 2008 Eyeblaster. All rights reserved
communicate


© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
grass roots infiltration




                       word-of-mouth
                     is the most powerful form of

     ...
Refresh
                                         Everything




© 2008 Eyeblaster. All rights reserved
Pepsi refreshes everything
        • 14%




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
takes it to the
                             next level

© 2008 Eyeblaster. All rights reserved
tracking
  the


© 2008 Eyeblaster. All rights reserved
today
© 2008 Eyeblaster. All rights reserved
tough
                                         times

© 2008 Eyeblaster. All rights reserved
buy one
get one

© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
what color




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
abandonment
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
direct
                                         response
© 2008 Eyeblaster. All rights reserved
In-Banner Conversions
                                         Conversion Rate (on-site vs in-Banner)
     1.20%
         ...
Viewer-to-Converter
                        On-site conversion                                     In-banner Conversion
  ...
In-Banner Conversions
                                  Unique Clicking Users vs. Form Submission
     1.20%
             ...
Mars UK – Run-of-Network
                                                     35,000 emails
                              ...
MSN NL – In-Banner Conversion
    •                                     500 registrants
          20 data fields over 4 ta...
More Information


 creativezone.eyeblaster.com

 email: dean.donaldson@eyeblaster.com
 blog: www.deandonaldson.com




© ...
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Courting The Consumer by Dean Donaldson, Eyeblaster

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Dean Donaldson's, Digital experience strategist for Eyeblaster, presentation on courting the consumer. Connecting consumer behaviour with advertiser objectives.

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Courting The Consumer by Dean Donaldson, Eyeblaster

  1. 1. courting the consumer connecting consumer behaviour with advertiser objectives Dean Donaldson Digital Experience Strategist February 2009 © 2008 Eyeblaster. All rights reserved
  2. 2. © 2008 Eyeblaster. All rights reserved
  3. 3. Reuben Mattus (1912 - 1994) “ Lose Control ” © 2008 Eyeblaster. All rights reserved
  4. 4. eyeblaster is the only IAB certified agency ad server ensuring confidence in online metrics IAB accreditation awarded in April 2008 for general ad serving, rich media and video © 2008 Eyeblaster. All rights reserved
  5. 5. global rich media © 2008 Eyeblaster. All rights reserved
  6. 6. together © 2008 Eyeblaster. All rights reserved
  7. 7. © 2008 Eyeblaster. All rights reserved
  8. 8. Today’s media is interactive… © 2008 Eyeblaster. All rights reserved
  9. 9. immediate… © 2008 Eyeblaster. All rights reserved
  10. 10. fragmented… © 2008 Eyeblaster. All rights reserved
  11. 11. simultaneous! © 2008 Eyeblaster. All rights reserved
  12. 12. media overload © 2008 Eyeblaster. All rights reserved
  13. 13. © 2008 Eyeblaster. All rights reserved
  14. 14. User Generated vs Professional Content 80% of content viewed on YouTube is professionally produced Source: NBC Research – YouTube Analysis – Feb08, April 08 © 2008 Eyeblaster. All rights reserved
  15. 15. Citizen Scheduler © 2008 Eyeblaster. All rights reserved
  16. 16. Amazon compare amazon instantly © 2008 Eyeblaster. All rights reserved
  17. 17. by 2010 traditional TV advertising will be one third as effective as it was in 1990 Source: 2006 McKinsey & Co © 2008 Eyeblaster. All rights reserved
  18. 18. build brand moments © 2008 Eyeblaster. All rights reserved
  19. 19. brand building © 2008 Eyeblaster. All rights reserved
  20. 20. interaction Teachers / kids © 2008 Eyeblaster. All rights reserved
  21. 21. making sense © 2008 Eyeblaster. All rights reserved
  22. 22. You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch © 2008 Eyeblaster. All rights reserved
  23. 23. Did they see? • Effect without touch • Correct response? Watch TV  Click-thru © 2008 Eyeblaster. All rights reserved
  24. 24. Enhanced Experience Warner Bros BBC Ideal Disney NIVEA © 2008 Eyeblaster. All rights reserved
  25. 25. cracking the © 2008 Eyeblaster. All rights reserved
  26. 26. 50% of all display ad clicks online population © 2008 Eyeblaster. All rights reserved
  27. 27. click just because they doesn’t mean it sticks © 2008 Eyeblaster. All rights reserved
  28. 28. lost desert in the © 2008 Eyeblaster. All rights reserved
  29. 29. CPM = 2 are wrong audience 1 clicked by accident CPC !! 1 doesn’t wait for load 5 in every 1,000 = 1 in every 1,000 © 2008 Eyeblaster. All rights reserved
  30. 30. direct response 0.5% = 5 per 1,000 © 2008 Eyeblaster. All rights reserved
  31. 31. what about the 995 20% 1:10 40x © 2008 Eyeblaster. All rights reserved
  32. 32. dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved
  33. 33. Day of the week Average Dwell 80 73 67 70 61 60 60 55 53 51 Sec. 50 40 30 20 10 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday On average, weekday Dwell Time is 10 seconds longer than weekends* * Weekdays (Mon – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec. © 2008 Eyeblaster. All rights reserved
  34. 34. Hewlett Packard: 2008 © 2008 Eyeblaster. All rights reserved
  35. 35. © 2008 Eyeblaster. All rights reserved
  36. 36. Beyond the browser Homepage extends reach to a main web access point Email often can see an increase in data capture compared to web pages Desktop applications can bring all three channels together cross-channel convergence So what we have is the start of • Work all channels simultaneously to ensure reach irrespective of access point Mobile? Search Web Page eMail Social Sites Messenger © 2008 Eyeblaster. All rights reserved
  37. 37. Page Skins © 2008 Eyeblaster. All rights reserved
  38. 38. desktop © 2008 Eyeblaster. All rights reserved
  39. 39. Beyond the Browser – Mail & Messenger Wide Expanding Skyscraper Expandable Messenger © 2008 Eyeblaster. All rights reserved
  40. 40. Beyond the Browser – Mail & Messenger © 2008 Eyeblaster. All rights reserved
  41. 41. the new consumer © 2008 Eyeblaster. All rights reserved
  42. 42. communicate © 2008 Eyeblaster. All rights reserved
  43. 43. © 2008 Eyeblaster. All rights reserved
  44. 44. © 2008 Eyeblaster. All rights reserved
  45. 45. © 2008 Eyeblaster. All rights reserved
  46. 46. grass roots infiltration word-of-mouth is the most powerful form of advertising © 2008 Eyeblaster. All rights reserved
  47. 47. Refresh Everything © 2008 Eyeblaster. All rights reserved
  48. 48. Pepsi refreshes everything • 14% © 2008 Eyeblaster. All rights reserved
  49. 49. © 2008 Eyeblaster. All rights reserved
  50. 50. takes it to the next level © 2008 Eyeblaster. All rights reserved
  51. 51. tracking the © 2008 Eyeblaster. All rights reserved
  52. 52. today © 2008 Eyeblaster. All rights reserved
  53. 53. tough times © 2008 Eyeblaster. All rights reserved
  54. 54. buy one get one © 2008 Eyeblaster. All rights reserved
  55. 55. © 2008 Eyeblaster. All rights reserved
  56. 56. © 2008 Eyeblaster. All rights reserved
  57. 57. what color © 2008 Eyeblaster. All rights reserved
  58. 58. © 2008 Eyeblaster. All rights reserved
  59. 59. abandonment © 2008 Eyeblaster. All rights reserved
  60. 60. © 2008 Eyeblaster. All rights reserved
  61. 61. © 2008 Eyeblaster. All rights reserved
  62. 62. direct response © 2008 Eyeblaster. All rights reserved
  63. 63. In-Banner Conversions Conversion Rate (on-site vs in-Banner) 1.20% 1.06% 1.00% 0.80% Impact drives Conversions 0.60% 0.51% 0.40% 0.20% 0.20% 0.00% Standard Banner Rich Banner Data Capture * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  64. 64. Viewer-to-Converter On-site conversion In-banner Conversion Regular banner flow (Rich or Standard) Rich Media banner flow Unique Viewers: 42.79% Viewing and / or interacting with the ad Viewing and /or interacting with the ad Unique Interactors: 7.4% Clicking on the advert Dwell Time: 78.1 secs Arrival at the Submit web page Details converters: simplify 38.6% Sign-in start page process Confirm Details Confirm Page * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  65. 65. In-Banner Conversions Unique Clicking Users vs. Form Submission 1.20% 1.06% 1.00% 0.80% 0.60% 0.40% 0.14% 0.20% 0.00% Click Through Rate In - Banner Conversion Rate © 2008 Eyeblaster. All rights reserved
  66. 66. Mars UK – Run-of-Network 35,000 emails captured in one single day!! Login MPU Synchronised Messenger • 10% of users played the game • 60% played more then once • 18% interacted with IM banners • Brand exposure 10x more in IM then on homepage Homepage © 2008 Eyeblaster. All rights reserved
  67. 67. MSN NL – In-Banner Conversion • 500 registrants 20 data fields over 4 tabs • gave away bank details!! Full personal contact details 5% conversion © 2008 Eyeblaster. All rights reserved
  68. 68. More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com © 2008 Eyeblaster. All rights reserved

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