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Achieving optimum scale and efficient acorss multiple devices
 

Achieving optimum scale and efficient acorss multiple devices

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Rajiv Singh, managing director, Tribal Fusion MENA presentation at Tribal Fusion Big Digital Landscape in Dubai, May 2012

Rajiv Singh, managing director, Tribal Fusion MENA presentation at Tribal Fusion Big Digital Landscape in Dubai, May 2012

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  • An impression is nothing more than the serving of the ad. An impression could look like this….or this. With traditional advertising, both of these images represent the same thing and incur a cost. But what’s the difference to you as an advertiser? The audience. How do you know if you are reaching the right audience? How do you know if there is even an audience present?

Achieving optimum scale and efficient acorss multiple devices Achieving optimum scale and efficient acorss multiple devices Presentation Transcript

  • THE BIG DIGITAL LANDSCAPE THE BIG DIGITAL LANDSCAPE: "Achieving optimum scale and efficiency across multiple devices" DID YOU KNOW ACHIEVING OPTIMUM SCALE & EFFICIENCIES ON DIGITAL PLATFORMWWW.TRIBALFUSION.COM PAGE 1
  • Beyond dotcom
  • THE GAME CHANGER Before Steve Jobs… computers were utilitarian tools for computation. After Steve… computers became beautiful objects we could use in thousands of ways to aim to make life better.WWW.TRIBALFUSION.COM PAGE 3
  • WWW.TRIBALFUSION.COM PAGE 4
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  • WWW.TRIBALFUSION.COM PAGE 6
  • WWW.TRIBALFUSION.COM PAGE 7
  • UNLOCKING THE FULL POTENTIAL OF THE DIGITAL PIEWWW.TRIBALFUSION.COM PAGE 8
  • RUN ON AUDIENCE SOLUTIONS Our E9 Audience Engagement Platform combines our Premium Publisher Network, Advanced Online Ad Technology and Integrated Audience Data in one system to help you: LEARN – Plan and execute campaigns based on a deeper understanding of your online audiences REACH – Deliver your advertising to exactly the right audiences at scale ENGAGE – Drive better results with more relevant, more engaging creative executionsWWW.TRIBALFUSION.COM PAGE 9
  • WWW.TRIBALFUSION.COM PAGE 10
  • ENGAGEMENT VS. IMPRESSIONS Both images represent an impression but there is an obvious difference The audience 1. As defined by the IABWWW.TRIBALFUSION.COM PAGE 11
  • THE FOUR COMPONENTS OF ENGAGEMENT The “4 i”: • Involvement : “from discovery to evaluation“ The individual discovers a product or service and begin to consider their qualities. • Interaction: “from evaluation to action” The individual evaluates the options, make decisions and act. • Intimacy: “from action to affection” The individual uses a product or service and begin to develop an opinion to respect. • Influence: “from affection to consideration” The individual develops a certain degree of affinity and is able to encourage or discourage other individuals. (*) Definition IAB / Instituto ForresterWWW.TRIBALFUSION.COM PAGE 12
  • ONLINE DISPLAY IMPACTS CONVERSIONSWWW.TRIBALFUSION.COM PAGE 13
  • THE FOUR COMPONENTS OF ENGAGEMENT The “4 i”: IINVOLVEMENT INTERACTION INTIMACY INFLUENCE What To Track What To Track What To Track What To Track •Numbers of engagement •CTR inside the FFV •Post on Twitter delivered micro site •Measuring brand affinity, rate of •Content “forwarded” to •Time spend in unit •Video metrics satisfaction, express friends (25-50-100% etc…) opinions in surveys … •Impressions or pages •Social sharing on viewed Facebook or other social networks •Engagement rate (*) Definition IAB / Instituto ForresterWWW.TRIBALFUSION.COM PAGE 14
  • THE FOUR COMPONENTS OF ENGAGEMENT The “4 i”: INVOLVEMENT INTERACTION INTIMACY INFLUENCE • Third Party Data integration Firefly Video integrates the "4 i" in all of Engagement processes and provides accurate and effective measurement tools.WWW.TRIBALFUSION.COM PAGE 15
  • Campaign Results Market Europe Campaign period 23 – 29 Abril Units contracted 4.700 engagements Units delivered 4.904 engagements 4% extra without additional cost http://creative.fireflyvideo.com/creative/FFV94/Toolbar_V3/THE-PELAYOS/v1/index.html CTR inside the micro site 4.96% additional user interaction with the brand after consumer have viewed the TV SPOTWWW.TRIBALFUSION.COM PAGE 16
  • INVOLVEMENT: “from discovery to evaluation“ The individual discovers a product or service and begin to consider their qualities Engagement and time spend in the unit Engagements Engagements Time spent Date count delivered in the unit " 23-Arr 474 12 24-Apr 727 14 25-Apr 761 12 26-Apr 4.700 804 11 27-Apr 735 14 28-Apr 751 13 29-Apr 652 15 Total 4.700 4.904 13 Average Time Spent by the user inside the FFV microsite: 13 secsWWW.TRIBALFUSION.COM PAGE 17
  • INTERACTION: “from evaluation to action” The individual evaluates the options, make decisions and act. Engagement and click to the site Video Metrics Engagements Engagements Date Clicks CTR 25% 50% 100% Rewind Replay Fullscreen counts delivered 23-Arr 474 12 2,53% 182 123 65 0 1 2 24-Apr 727 44 6,05% 303 188 120 4 5 2 25-Apr 761 31 4,07% 294 184 113 0 1 1 26-Apr 4.700 804 31 3,86% 313 182 95 2 2 3 27-Apr 735 51 6,94% 324 213 135 3 6 9 28-Apr 751 39 5,19% 295 182 113 1 5 8 29-Apr 652 35 5,37% 310 178 120 3 0 7 Total 4.700 4.904 243 4,96% 2.021 1.251 762 13 20 32WWW.TRIBALFUSION.COM PAGE 18
  • INTERACTION: “from evaluation to action” The individual evaluates the options, make decisions and act. Clicks to the site Whole unit Facebook 236 7 Users Interaction inside the Firefly Video unit: CTR of 4.96%WWW.TRIBALFUSION.COM PAGE 19
  • INTIMACY: “from action to affection” The individual uses a product or service and begin to develop an opinion to respect. INVOLVEMENT INTERACTION INTIMACY INFLUENCE • 3rd Party data integrationWWW.TRIBALFUSION.COM PAGE 20
  • INFLUENCE: “from affection to consideration” The individual develops a certain degree of affinity and is able to encourage or discourage other individuals. 7 recommandations in social mediaWWW.TRIBALFUSION.COM PAGE 21
  • EVERY IMPRESSION IS NOT AN ENGAGEMENT. EVERY ENGAGEMENT MAKES AN IMPRESSION!!WWW.TRIBALFUSION.COM PAGE 22