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




                                         “ Lose
                                          ...
“at the third stroke…”
© 2008 Eyeblaster. All rights reserved
Christmas




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
branding
                                         takes time



© 2008 Eyeblaster. All rights reserved
Microwave Ovens & Video Recorders




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

                                         one third
                   ...
Coronation Street




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
We can’t find                        Neither can the
    Grandma                              Advertisers




© 2008 Eyebl...
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Quantity

                                         the



© 2008 Eyeblaster. All rights reserved
Quality




© 2008 Eyeblaster. All rights reserved
build
                                          brand
                                         moments

© 2008 Eyeblaster....
together



© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
conversions
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
our sponsorship credits
                        have been universally recognised
                            as one of the...
3
© 2008 Eyeblaster. All rights reserved
TV sponsorship
                    no longer
                       meets needs of our
                       marketing st...
200M
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved rights reserved
              © 2008 Eyeblaster. All
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
brand
                                         building


© 2008 Eyeblaster. All rights reserved
interaction
     Teachers / kids




© 2008 Eyeblaster. All rights reserved
making
sense
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Did they see?




   • Effect without touch
   • Correct response?
          Interaction Rate
          Click-thru
     ...
branding the user
                               environment
© 2008 Eyeblaster. All rights reserved
CANNES
 Beauty for the Beholder                  GOLD
                                         WINNER




© 2008 Eyeblaste...
Adapting the Storyline




© 2008 Eyeblaster. All rights reserved
The Worlds Longest Ad?




© 2008 Eyeblaster. All rights reserved
User-centric Video




                                         Tour de la Terreur
                   Orange              ...
One seamless experience




© 2008 Eyeblaster. All rights reserved
cracking the



© 2008 Eyeblaster. All rights reserved
direct
response



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



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


© 2008 Eyeblaster. All rig...
CPM =
          2 are wrong audience
          1 clicked by accident
          1 doesn’t wait for load
              5 in ...
what about the

                                              995
© 2008 Eyeblaster. All rights reserved
                 ...
lost
in the
                        desert

© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
GRP
                                         a thing of the past
© 2008 Eyeblaster. All rights reserved
…measuring time




© 2008 Eyeblaster. All rights reserved
2004: Did they play?




   • Correct response?
         Click-thru
             Time Spent




© 2008 Eyeblaster. All ...
measurement
                                         dilemma


© 2008 Eyeblaster. All rights reserved
Simply the best?
                                                                   Gaming
                Metric         ...
dwell time
                 is the average number of

                                         seconds
              a use...
Day of the week
                                                          Average Dwell
         80
                      ...
Hewlett Packard: 2008
 “Amazing execution. Clear calls to action
 and love the 3D effects. Have not seen
 an ad unit like ...
the new consumer
© 2008 Eyeblaster. All rights reserved
35%
                     communicate


                                         eMail   Instant Messenger
© 2008 Eyeblaste...
what happens when
                                   consumers
© 2008 Eyeblaster. All rights reserved
                    ...
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
                                          2.0
                                     ...
Dean’s law of digital advertising




                  for every interaction
             there is an equal and opposite
...
The Lynch Effect
 Two-faced: Unilever plays two conflicting brands
 Dove                                          Lynx

  ...
© 2008 Eyeblaster. All rights reserved
never
 assume
ass:u+me
© 2008 Eyeblaster. All rights reserved
grass roots infiltration




                       word-of-mouth
                     is the most powerful form of

     ...
infiltrate                               grass roots


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

© 2008 Eyeblaster. All rights reserved
tracking
  the
                   viral
© 2008 Eyeblaster. All rights reserved
the
                                         end?
                                         just starting the conversation
...
IT’S TIME TO CHANGE
© 2008 Eyeblaster. All rights reserved
More Information



 creativezone.eyeblaster.com

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

    ...
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Courting The Consumer

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Spending quality time with your audience:
Times have changed. Consumers have a voice and are dictating where and when they want to be entertained. It is no longer sufficient to build a brand offline and drive response online. How can an industry that has built itself up around measuring user response now assist advertisers in effectively developing quality brand time in an ever increasing digital world where consumers have a voice? With a rise of new metrics focussing on the user’s environment against their position within the customer life cycle, Dean Donaldson will highlight how brands can now confidently begin to embrace, influence and measure the impact of branding online. We will look at practical examples of how brands are utilizing the latest advertising technology to maximize media dollars and illuminate intelligent insights into a consumers’ purchase intent.

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Transcript of "Courting The Consumer"

  1. 1. courting the consumer spending quality time with your audience Dean Donaldson Director of Digital Experience November 2008 © 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. “at the third stroke…” © 2008 Eyeblaster. All rights reserved
  5. 5. Christmas © 2008 Eyeblaster. All rights reserved
  6. 6. © 2008 Eyeblaster. All rights reserved
  7. 7. © 2008 Eyeblaster. All rights reserved
  8. 8. © 2008 Eyeblaster. All rights reserved
  9. 9. © 2008 Eyeblaster. All rights reserved
  10. 10. © 2008 Eyeblaster. All rights reserved
  11. 11. branding takes time © 2008 Eyeblaster. All rights reserved
  12. 12. Microwave Ovens & Video Recorders © 2008 Eyeblaster. All rights reserved
  13. 13. © 2008 Eyeblaster. All rights reserved
  14. 14. 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
  15. 15. Coronation Street © 2008 Eyeblaster. All rights reserved
  16. 16. © 2008 Eyeblaster. All rights reserved
  17. 17. We can’t find Neither can the Grandma Advertisers © 2008 Eyeblaster. All rights reserved
  18. 18. © 2008 Eyeblaster. All rights reserved
  19. 19. © 2008 Eyeblaster. All rights reserved
  20. 20. Quantity the © 2008 Eyeblaster. All rights reserved
  21. 21. Quality © 2008 Eyeblaster. All rights reserved
  22. 22. build brand moments © 2008 Eyeblaster. All rights reserved
  23. 23. together © 2008 Eyeblaster. All rights reserved
  24. 24. © 2008 Eyeblaster. All rights reserved
  25. 25. conversions © 2008 Eyeblaster. All rights reserved
  26. 26. © 2008 Eyeblaster. All rights reserved
  27. 27. © 2008 Eyeblaster. All rights reserved
  28. 28. our sponsorship credits have been universally recognised as one of the best loved and most successful in tv history Louise Cooke, Marketing Director, Cadbury Trebor Bassett © 2008 Eyeblaster. All rights reserved rights reserved © 2008 Eyeblaster. All
  29. 29. 3 © 2008 Eyeblaster. All rights reserved
  30. 30. TV sponsorship no longer meets needs of our marketing strategy © 2008 Eyeblaster. All rights reserved rights reserved © 2008 Eyeblaster. All
  31. 31. 200M © 2008 Eyeblaster. All rights reserved
  32. 32. © 2008 Eyeblaster. All rights reserved
  33. 33. © 2008 Eyeblaster. All rights reserved
  34. 34. © 2008 Eyeblaster. All rights reserved rights reserved © 2008 Eyeblaster. All
  35. 35. © 2008 Eyeblaster. All rights reserved
  36. 36. © 2008 Eyeblaster. All rights reserved
  37. 37. © 2008 Eyeblaster. All rights reserved
  38. 38. brand building © 2008 Eyeblaster. All rights reserved
  39. 39. interaction Teachers / kids © 2008 Eyeblaster. All rights reserved
  40. 40. making sense © 2008 Eyeblaster. All rights reserved
  41. 41. © 2008 Eyeblaster. All rights reserved
  42. 42. Did they see? • Effect without touch • Correct response?  Interaction Rate  Click-thru Watch TV © 2008 Eyeblaster. All rights reserved
  43. 43. branding the user environment © 2008 Eyeblaster. All rights reserved
  44. 44. CANNES Beauty for the Beholder GOLD WINNER © 2008 Eyeblaster. All rights reserved
  45. 45. Adapting the Storyline © 2008 Eyeblaster. All rights reserved
  46. 46. The Worlds Longest Ad? © 2008 Eyeblaster. All rights reserved
  47. 47. User-centric Video Tour de la Terreur Orange NSPCC Homepage Skin WebCam MouseTracker intrusion interaction immersion © 2008 Eyeblaster. All rights reserved
  48. 48. One seamless experience © 2008 Eyeblaster. All rights reserved
  49. 49. cracking the © 2008 Eyeblaster. All rights reserved
  50. 50. direct response © 2008 Eyeblaster. All rights reserved
  51. 51. 50% of all display ad clicks online population © 2008 Eyeblaster. All rights reserved
  52. 52. just because they click doesn’t mean it © 2008 Eyeblaster. All rights reserved sticks
  53. 53. CPM = 2 are wrong audience 1 clicked by accident 1 doesn’t wait for load 5 in every 1,000 CPC !! = 1 in every 1,000 © 2008 Eyeblaster. All rights reserved
  54. 54. what about the 995 © 2008 Eyeblaster. All rights reserved 20% 1:10 40x
  55. 55. lost in the desert © 2008 Eyeblaster. All rights reserved
  56. 56. © 2008 Eyeblaster. All rights reserved
  57. 57. GRP a thing of the past © 2008 Eyeblaster. All rights reserved
  58. 58. …measuring time © 2008 Eyeblaster. All rights reserved
  59. 59. 2004: Did they play? • Correct response?  Click-thru Time Spent © 2008 Eyeblaster. All rights reserved
  60. 60. measurement dilemma © 2008 Eyeblaster. All rights reserved
  61. 61. Simply the best? Gaming Metric A B Benchmark* CTR 0.34% 2.71% 0.69% Interaction Rate 68% 30% 17% Video Started Rate 3% 6% 47% 84 54 seconds seconds © 2008 Eyeblaster. All rights reserved
  62. 62. dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved
  63. 63. Day of the week Average Dwell 80 73 70 67 60 61 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
  64. 64. Hewlett Packard: 2008 “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?” Digital Design Professional © 2008 Eyeblaster. All rights reserved
  65. 65. the new consumer © 2008 Eyeblaster. All rights reserved
  66. 66. 35% communicate eMail Instant Messenger © 2008 Eyeblaster. All rights reserved
  67. 67. what happens when consumers © 2008 Eyeblaster. All rights reserved talk back
  68. 68. © 2008 Eyeblaster. All rights reserved
  69. 69. © 2008 Eyeblaster. All rights reserved
  70. 70. © 2008 Eyeblaster. All rights reserved 2.0 web
  71. 71. Dean’s law of digital advertising for every interaction there is an equal and opposite reaction © 2008 Eyeblaster. All rights reserved
  72. 72. The Lynch Effect Two-faced: Unilever plays two conflicting brands Dove Lynx • “Just be happy as an ordinary girl, “Why be an ordinary boy, you should be a you don’t need to be a supermodel” superhero (and get the girl)” © 2008 Eyeblaster. All rights reserved
  73. 73. © 2008 Eyeblaster. All rights reserved
  74. 74. never assume ass:u+me © 2008 Eyeblaster. All rights reserved
  75. 75. grass roots infiltration word-of-mouth is the most powerful form of advertising © 2008 Eyeblaster. All rights reserved
  76. 76. infiltrate grass roots © 2008 Eyeblaster. All rights reserved
  77. 77. takes it to the next level © 2008 Eyeblaster. All rights reserved
  78. 78. tracking the viral © 2008 Eyeblaster. All rights reserved
  79. 79. the end? just starting the conversation © 2008 Eyeblaster. All rights reserved
  80. 80. IT’S TIME TO CHANGE © 2008 Eyeblaster. All rights reserved
  81. 81. More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com @deandonaldson © 2008 Eyeblaster. All rights reserved

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