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Courting The Consumer
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Courting The Consumer

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Spending quality time with your audience: ...

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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  • 1. courting the consumer spending quality time with your audience Dean Donaldson Director of Digital Experience November 2008 © 2008 Eyeblaster. All rights reserved
  • 2. © 2008 Eyeblaster. All rights reserved
  • 3. Reuben Mattus (1912 - 1994) “ Lose Control ” © 2008 Eyeblaster. All rights reserved
  • 4. “at the third stroke…” © 2008 Eyeblaster. All rights reserved
  • 5. Christmas © 2008 Eyeblaster. All rights reserved
  • 6. © 2008 Eyeblaster. All rights reserved
  • 7. © 2008 Eyeblaster. All rights reserved
  • 8. © 2008 Eyeblaster. All rights reserved
  • 9. © 2008 Eyeblaster. All rights reserved
  • 10. © 2008 Eyeblaster. All rights reserved
  • 11. branding takes time © 2008 Eyeblaster. All rights reserved
  • 12. Microwave Ovens & Video Recorders © 2008 Eyeblaster. All rights reserved
  • 13. © 2008 Eyeblaster. All rights reserved
  • 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. Coronation Street © 2008 Eyeblaster. All rights reserved
  • 16. © 2008 Eyeblaster. All rights reserved
  • 17. We can’t find Neither can the Grandma Advertisers © 2008 Eyeblaster. All rights reserved
  • 18. © 2008 Eyeblaster. All rights reserved
  • 19. © 2008 Eyeblaster. All rights reserved
  • 20. Quantity the © 2008 Eyeblaster. All rights reserved
  • 21. Quality © 2008 Eyeblaster. All rights reserved
  • 22. build brand moments © 2008 Eyeblaster. All rights reserved
  • 23. together © 2008 Eyeblaster. All rights reserved
  • 24. © 2008 Eyeblaster. All rights reserved
  • 25. conversions © 2008 Eyeblaster. All rights reserved
  • 26. © 2008 Eyeblaster. All rights reserved
  • 27. © 2008 Eyeblaster. All rights reserved
  • 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. 3 © 2008 Eyeblaster. All rights reserved
  • 30. TV sponsorship no longer meets needs of our marketing strategy © 2008 Eyeblaster. All rights reserved rights reserved © 2008 Eyeblaster. All
  • 31. 200M © 2008 Eyeblaster. All rights reserved
  • 32. © 2008 Eyeblaster. All rights reserved
  • 33. © 2008 Eyeblaster. All rights reserved
  • 34. © 2008 Eyeblaster. All rights reserved rights reserved © 2008 Eyeblaster. All
  • 35. © 2008 Eyeblaster. All rights reserved
  • 36. © 2008 Eyeblaster. All rights reserved
  • 37. © 2008 Eyeblaster. All rights reserved
  • 38. brand building © 2008 Eyeblaster. All rights reserved
  • 39. interaction Teachers / kids © 2008 Eyeblaster. All rights reserved
  • 40. making sense © 2008 Eyeblaster. All rights reserved
  • 41. © 2008 Eyeblaster. All rights reserved
  • 42. Did they see? • Effect without touch • Correct response?  Interaction Rate  Click-thru Watch TV © 2008 Eyeblaster. All rights reserved
  • 43. branding the user environment © 2008 Eyeblaster. All rights reserved
  • 44. CANNES Beauty for the Beholder GOLD WINNER © 2008 Eyeblaster. All rights reserved
  • 45. Adapting the Storyline © 2008 Eyeblaster. All rights reserved
  • 46. The Worlds Longest Ad? © 2008 Eyeblaster. All rights reserved
  • 47. User-centric Video Tour de la Terreur Orange NSPCC Homepage Skin WebCam MouseTracker intrusion interaction immersion © 2008 Eyeblaster. All rights reserved
  • 48. One seamless experience © 2008 Eyeblaster. All rights reserved
  • 49. cracking the © 2008 Eyeblaster. All rights reserved
  • 50. direct response © 2008 Eyeblaster. All rights reserved
  • 51. 50% of all display ad clicks online population © 2008 Eyeblaster. All rights reserved
  • 52. just because they click doesn’t mean it © 2008 Eyeblaster. All rights reserved sticks
  • 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. what about the 995 © 2008 Eyeblaster. All rights reserved 20% 1:10 40x
  • 55. lost in the desert © 2008 Eyeblaster. All rights reserved
  • 56. © 2008 Eyeblaster. All rights reserved
  • 57. GRP a thing of the past © 2008 Eyeblaster. All rights reserved
  • 58. …measuring time © 2008 Eyeblaster. All rights reserved
  • 59. 2004: Did they play? • Correct response?  Click-thru Time Spent © 2008 Eyeblaster. All rights reserved
  • 60. measurement dilemma © 2008 Eyeblaster. All rights reserved
  • 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. dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved
  • 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. 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. the new consumer © 2008 Eyeblaster. All rights reserved
  • 66. 35% communicate eMail Instant Messenger © 2008 Eyeblaster. All rights reserved
  • 67. what happens when consumers © 2008 Eyeblaster. All rights reserved talk back
  • 68. © 2008 Eyeblaster. All rights reserved
  • 69. © 2008 Eyeblaster. All rights reserved
  • 70. © 2008 Eyeblaster. All rights reserved 2.0 web
  • 71. Dean’s law of digital advertising for every interaction there is an equal and opposite reaction © 2008 Eyeblaster. All rights reserved
  • 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. © 2008 Eyeblaster. All rights reserved
  • 74. never assume ass:u+me © 2008 Eyeblaster. All rights reserved
  • 75. grass roots infiltration word-of-mouth is the most powerful form of advertising © 2008 Eyeblaster. All rights reserved
  • 76. infiltrate grass roots © 2008 Eyeblaster. All rights reserved
  • 77. takes it to the next level © 2008 Eyeblaster. All rights reserved
  • 78. tracking the viral © 2008 Eyeblaster. All rights reserved
  • 79. the end? just starting the conversation © 2008 Eyeblaster. All rights reserved
  • 80. IT’S TIME TO CHANGE © 2008 Eyeblaster. All rights reserved
  • 81. More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com @deandonaldson © 2008 Eyeblaster. All rights reserved