demystify
                                          the metrics

                                                  Dean Do...
studies show that
     3 out of 4 people make up
                                 75% of the population

© 2008 Eyeblaster...
What have we learned?




© 2009 Eyeblaster. All rights reserved
70MPH
© 2008 Eyeblaster. All rights reserved
35FPS
© 2008 Eyeblaster. All rights reserved
2.7MPH
© 2008 Eyeblaster. All rights reserved
GRP
                                         a thing of the past
© 2008 Eyeblaster. All rights reserved
surveys




© 2008 Eyeblaster. All rights reserved
Online Display vs Mainstream
                                                       63%         Brand       Response      ...
interaction




© 2008 Eyeblaster. All rights reserved
Customer Engagement
        definitions
 • “Engagement is turning on a prospect to a brand idea enhanced
       by the sur...
Experiential Learning Cycles




                                         “   there is an intimate and
                   ...
interaction
     Teachers / kids




© 2008 Eyeblaster. All rights reserved
making
sense
© 2008 Eyeblaster. All rights reserved
Confucius

 Tell me, and I will forget.
 Show me, and I may remember.
 Involve me, and I will understand.

               ...
You remember:

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


  & touch
© 2008 Eyeblaster. All...
Allocating pegs for
                                         brand recall




© 2008 Eyeblaster. All rights reserved
The value of Video
% Lift
  80%                                                                                           ...
cracking the



© 2008 Eyeblaster. All rights reserved
eyeblaster
                                                                                           is the only

       ...
Beyond Rich Media
 • What would you do?
               Click-thru
 • Why?
              Rebellious?
              Previou...
CTR: Overall vs Video
            3.5%
                                                                                   ...
Click-Thru Rate




© 2009 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
                 ...
Interactive Video




© 2008 Eyeblaster. All rights reserved
help is
                                         at hand
© 2008 Eyeblaster. All rights reserved
measurement
                                         dilemma


© 2008 Eyeblaster. All rights reserved
Simply the best?
                                                                     Gaming
                Metric       ...
…measuring time




© 2008 Eyeblaster. All rights reserved
dwell time
                 is the average number of

                                         seconds
              a use...
dwell rate
       percentage of impressions

                                         engaged
                            ...
Dwell Time Demo




   ideal metric for gauging

                     branding success
© 2008 Eyeblaster. All rights reser...
navigating the

                                           data
© 2008 Eyeblaster. All rights reserved
Global Research




                of all ads engaged with
Eyeblaster Dwell Research
© 2008 Eyeblaster. All rights reserv...
Dwell Rate versus CTR




© 2008 Eyeblaster. All rights reserved
Overall Performance




                    43 seconds
© 2009 Eyeblaster. All rights reserved
When we spend time




                   engage more in morning breaks
Eyeblaster Dwell Research – Data for the working w...
How we spend time




                                         secs over TV
Eyeblaster Dwell Research
© 2008 Eyeblaster. A...
Which Ad Sizes work?




                   all formats
                     longer time than TV
Eyeblaster Dwell Research...
consumers
            show consistently that they

                         are willing
to take time to explore brands
© 2...
does
                                         size
                                          matter?



© 2008 Eyeblaster....
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Double the value?




© 2009 Eyeblaster. All rights reserved
Take two




© 2009 Eyeblaster. All rights reserved
Measuring the difference

                                         `




                                         `




© ...
Important for the impotent
                                         Click Through Rate Performance By Ad Size

           ...
standard ads
                                           need a little
                                         helping han...
Another little secret…




                                         `



© 2009 Eyeblaster. All rights reserved
Video Matters
                                       Total Dwell Performance of Polite Banners


                         ...
Which Ad Sizes work?




                   all formats
                     longer time than TV
Eyeblaster Dwell Research...
data shows
                             consumers engage with

                                         desktop
          ...
Location!

© 2008 Eyeblaster. All rights reserved
environment



© 2009 Eyeblaster. All rights reserved
Honda: Pre-click Interactivity Tracking



               Test Drive                                                Main C...
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Dummy Data Only




© 2008 Eyeblaster. All rights reserved
be attentive
© 2008 Eyeblaster. All rights reserved
User activities online
       Communication                     Information    Entertainment



                 35%      ...
Online occasions across the day
                                                 20.00%
Share of all internet activity acr...
The Online Neighbourhood

      Post-Office                        Pub
     Email & Instant Messenger           Forums & S...
Consumer ad receptivity
                                                          More aware of
                          ...
Know how to utilise
                                         the environment to
                                         y...
Personal Web




© 2008 Eyeblaster. All rights reserved
beyond the
                                         browser



© 2008 Eyeblaster. All rights reserved
user
                                         experience




© 2009 Eyeblaster. All rights reserved
advertising 2.0




© 2008 Eyeblaster. All rights reserved
Consumer Life Cycle (CLC)
                                                          Expensive
                            ...
the           user journey


 •     User sees a TV ad
 •     User receives a widget
 •     Goes to Search
 •     Sees a ri...
bridging
                                          the silos


                                           • consolidated d...
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Cross-channel response
                                             Impressions of display campaigns           Clicks of s...
comfortable
  consumer
© 2008 Eyeblaster. All rights reserved
The lingering effect of display




               optimization?
                                         up to 3 week del...
Cross-Channel Path to Conversion
 • The planner can view the customer journey,
       from display and search channels,
  ...
Automatic Optimization
                                                • Effects on conversion rate taken from
           ...
Don’t take our word for it
       “The Eyeblaster Channel Connect Reporting system
       is the most progressive reportin...
understanding



                                         is the key

© 2008 Eyeblaster. All rights reserved
not all who see
             Brand not immediate
             Response as post-view       touch
    not all who touch
    ...
Questions to answer
 • Did they see?
              How long on page? – Ad duration (exposed time v position on screen)
   ...
Comparisons to look for
 •     uniques to impressions
 •     user click stream within a banner to that of site
 •     leng...
More Information



 mediamind.eyeblaster.com

 email: dean.donaldson@eyeblaster.com
 info.deandonaldson.com

           @...
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Demystify The Metrics

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The demise of click, the rise of dwell:
Display advertising is getting a lot of bad press. As click thru rates (CTR) drop to way below 0.4% it leads some to conclude that ‘display advertising is dying’. With online metrics based around response, we have driven the fallacy that branding is a predominantly offline process. With a heritage of online being developed around user response, how can the industry now assist advertisers to cope with the change in user habits and consumption of media? With new research showing what consumers really are doing online, maybe display advertising is more critical than ever. Dean Donaldson of Eyeblaster will share insights that give confidence back to display media and how time-based metrics are set to change the notion of measuring consumer engagement across all media channels.

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Demystify The Metrics

  1. 1. demystify the metrics Dean Donaldson Director of Digital Experience January 2010 © 2008 Eyeblaster. All rights reserved
  2. 2. studies show that 3 out of 4 people make up 75% of the population © 2008 Eyeblaster. All rights reserved
  3. 3. What have we learned? © 2009 Eyeblaster. All rights reserved
  4. 4. 70MPH © 2008 Eyeblaster. All rights reserved
  5. 5. 35FPS © 2008 Eyeblaster. All rights reserved
  6. 6. 2.7MPH © 2008 Eyeblaster. All rights reserved
  7. 7. GRP a thing of the past © 2008 Eyeblaster. All rights reserved
  8. 8. surveys © 2008 Eyeblaster. All rights reserved
  9. 9. Online Display vs Mainstream 63% Brand Response Both 47% 42% 29% 31% 31% 31% 26% 27% 16% 9% 5% 4% 3% 2% Standard Rich IPTV Linear TV Print Adverts Display Media Online Display: Brand vs Response Mainstream Display: Brand vs Response Which channels do you consider better? Which channels do you currently use? display has © 2008 Eyeblaster. All rights reserved matured Base: Total Respondents Q11A. Which of these channels do you currently use for brand and which do you use for response?
  10. 10. interaction © 2008 Eyeblaster. All rights reserved
  11. 11. Customer Engagement definitions • “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context” • “Repeated, satisfied interactions that strengthen the emotional connection a customer has with the brand” • “Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals” • “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand” : brand recall not interaction © 2008 Eyeblaster. All rights reserved
  12. 12. Experiential Learning Cycles “ there is an intimate and necessary relation between the processes of actual experience and education John Dewey, 1938 ” © 2008 Eyeblaster. All rights reserved
  13. 13. interaction Teachers / kids © 2008 Eyeblaster. All rights reserved
  14. 14. making sense © 2008 Eyeblaster. All rights reserved
  15. 15. Confucius Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. (551-479 BCE) new media old proverb © 2008 Eyeblaster. All rights reserved
  16. 16. You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch © 2008 Eyeblaster. All rights reserved
  17. 17. Allocating pegs for brand recall © 2008 Eyeblaster. All rights reserved
  18. 18. The value of Video % Lift 80%  gif/jpg 71.3 68.0 70%  Rich Media 60% 51.8  Video 44.3 45.7 50% 37.5 40% 30.4 30% 23.6 18.4 20% 10.8 7.4 8.1 10% 5.1 5.9 4.6 5.6 4.5 5.1 0% Aided Brand Online Ad Message Sponsorship Brand Purchase Awareness Awareness Association Association Favorability Intent © 2008 Eyeblaster. All rights reserved Source: Dynamic Logic MarketNorms Q1 2005
  19. 19. cracking the © 2008 Eyeblaster. All rights reserved
  20. 20. eyeblaster is the only IAB certified agency ad server ensuring confidence in online metrics IAB approved accreditation by MRC awarded in April 2008 for general ad serving, rich media and video © 2008 Eyeblaster. All rights reserved
  21. 21. Beyond Rich Media • What would you do?  Click-thru • Why? Rebellious? Previous relationship? • Rich Media drives Clicks? • All that glitters is not gold measurement relates to the call to action © 2008 Eyeblaster. All rights reserved
  22. 22. CTR: Overall vs Video 3.5% CTR 3.0% CTR (video) 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% H1 '04 H2 '04 H1 '05 H2 '05 H1 '06 H2 '06 H1 '07 • Dropped from 5% to less than 1% in 5 years 25x impact • Media Firsts: “What new format or feature can you recommend that will get me the best click-thru rates?” more likely to interact then click © 2008 Eyeblaster. All rights reserved
  23. 23. Click-Thru Rate © 2009 Eyeblaster. All rights reserved
  24. 24. 50% of all display ad clicks online population © 2008 Eyeblaster. All rights reserved
  25. 25. just because they click doesn’t mean it © 2008 Eyeblaster. All rights reserved sticks
  26. 26. 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
  27. 27. what about the 995 © 2008 Eyeblaster. All rights reserved 20% 1:10 40x
  28. 28. Interactive Video © 2008 Eyeblaster. All rights reserved
  29. 29. help is at hand © 2008 Eyeblaster. All rights reserved
  30. 30. measurement dilemma © 2008 Eyeblaster. All rights reserved
  31. 31. 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
  32. 32. …measuring time © 2008 Eyeblaster. All rights reserved
  33. 33. dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved
  34. 34. dwell rate percentage of impressions engaged with by the user © 2008 Eyeblaster. All rights reserved
  35. 35. Dwell Time Demo ideal metric for gauging branding success © 2008 Eyeblaster. All rights reserved
  36. 36. navigating the data © 2008 Eyeblaster. All rights reserved
  37. 37. Global Research of all ads engaged with Eyeblaster Dwell Research © 2008 Eyeblaster. All rights reserved
  38. 38. Dwell Rate versus CTR © 2008 Eyeblaster. All rights reserved
  39. 39. Overall Performance 43 seconds © 2009 Eyeblaster. All rights reserved
  40. 40. When we spend time engage more in morning breaks Eyeblaster Dwell Research – Data for the working week © 2008 Eyeblaster. All rights reserved
  41. 41. How we spend time secs over TV Eyeblaster Dwell Research © 2008 Eyeblaster. All rights reserved
  42. 42. Which Ad Sizes work? all formats longer time than TV Eyeblaster Dwell Research © 2008 Eyeblaster. All rights reserved
  43. 43. consumers show consistently that they are willing to take time to explore brands © 2008 Eyeblaster. All rights reserved
  44. 44. does size matter? © 2008 Eyeblaster. All rights reserved
  45. 45. © 2008 Eyeblaster. All rights reserved
  46. 46. © 2008 Eyeblaster. All rights reserved
  47. 47. Double the value? © 2009 Eyeblaster. All rights reserved
  48. 48. Take two © 2009 Eyeblaster. All rights reserved
  49. 49. Measuring the difference ` ` © 2009 Eyeblaster. All rights reserved
  50. 50. Important for the impotent Click Through Rate Performance By Ad Size 0.8% 200 Pixels (Thousands) 0.7% 180 160 0.6% Click Through Rate 140 0.5% 120 0.4% 100 ` 0.3% 80 60 0.2% 40 Ad Format 0.1% 20 Rich Media 0.0% 0 300x600 160x600 336x280 300x250 120x600 180x150 728x90 468x60 234x60 Standard Banner Size (Pixels) © 2009 Eyeblaster. All rights reserved
  51. 51. standard ads need a little helping hand © 2008 Eyeblaster. All rights reserved
  52. 52. Another little secret… ` © 2009 Eyeblaster. All rights reserved
  53. 53. Video Matters Total Dwell Performance of Polite Banners 9 200 8 180 160 7 Pixels (Thousands) 140 6 Total Dwell (Sec) 120 5 100 ` 4 80 3 60 Ad Format 2 40 1 With Video 20 0 0 No Video 728x90 468x60 234x60 300x600 160x600 336x280 300x250 120x600 180x150 Size (Pixels) © 2009 Eyeblaster. All rights reserved
  54. 54. Which Ad Sizes work? all formats longer time than TV Eyeblaster Dwell Research © 2008 Eyeblaster. All rights reserved
  55. 55. data shows consumers engage with desktop applications for longer © 2008 Eyeblaster. All rights reserved
  56. 56. Location! © 2008 Eyeblaster. All rights reserved
  57. 57. environment © 2009 Eyeblaster. All rights reserved
  58. 58. Honda: Pre-click Interactivity Tracking Test Drive Main Click Brochure Request Rotate  More Information “Dwell-time” = Direct Response Best Practice Brand Awareness Track all elements in an ad © 2008 Eyeblaster. All rights reserved
  59. 59. © 2008 Eyeblaster. All rights reserved
  60. 60. © 2008 Eyeblaster. All rights reserved
  61. 61. Dummy Data Only © 2008 Eyeblaster. All rights reserved
  62. 62. be attentive © 2008 Eyeblaster. All rights reserved
  63. 63. User activities online Communication Information Entertainment 35% 18% 18% Surfing Transactions Creation 9% 9% 4% Base: MSN European Data © 2008 Eyeblaster. All rights reserved
  64. 64. Online occasions across the day 20.00% Share of all internet activity across 24 hours 9am – Noon The second peak is the first peak for occurs between 15.00% internet activity 6-10pm Entertainment 10.00% replaces information in the evening 5.00% 0.00% 6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am Information Entertainment Creation Transaction Surfing Communication Base: MSN European Data © 2008 Eyeblaster. All rights reserved
  65. 65. The Online Neighbourhood Post-Office Pub Email & Instant Messenger Forums & Social Networks Newsagent Bank News feeds, Sports Pages Financials & PayPal Entertainment Shops iTunes & YouTube Amazon & eBay © 2008 Eyeblaster. All rights reserved
  66. 66. Consumer ad receptivity More aware of advertising online Higher ad awareness, Higher ad awareness, but not open to ads and open to ads Surfing Information Web 1.0 Behaviours Creation Not open to ads Entertainment Open to ads Web 2.0 Transaction Behaviours Communication Lower ad awareness Lower ad awareness, and not open to ads but open to ads Less aware of advertising online © 2008 Eyeblaster. All rights reserved
  67. 67. Know how to utilise the environment to your advantage © 2008 Eyeblaster. All rights reserved
  68. 68. Personal Web © 2008 Eyeblaster. All rights reserved
  69. 69. beyond the browser © 2008 Eyeblaster. All rights reserved
  70. 70. user experience © 2009 Eyeblaster. All rights reserved
  71. 71. advertising 2.0 © 2008 Eyeblaster. All rights reserved
  72. 72. Consumer Life Cycle (CLC) Expensive  1. Points of measurement? 2. Technology insertions? awareness Display Advertising Rich Media / Standard Display Dwell Time Video InBanner / InStream InGame Cost Effective  “attract consideration Microsite Advertising In situ on site within Banner External link by Click retention Brand Advocacy Retargeting of user to up-sell Encourage recommendation via Widgets convert CPC / CPE retain” evaluation CPA / ROI Search Advertising Independent Research purchase Rating Mechanisms Commitment Process In situ on site within Banner Client site / Reseller Site Offline in-Store © 2008 Eyeblaster. All rights reserved
  73. 73. the user journey • User sees a TV ad • User receives a widget • Goes to Search • Sees a rich media display ad • Goes to Search • Sees a targeted display ad • Communicates with friend • Buys on Reseller site © 2008 Eyeblaster. All rights reserved
  74. 74. bridging the silos • consolidated data • unified conversions • consistent message © 2008 Eyeblaster. All rights reserved
  75. 75. © 2008 Eyeblaster. All rights reserved
  76. 76. © 2008 Eyeblaster. All rights reserved
  77. 77. Cross-channel response Impressions of display campaigns Clicks of search campaigns 2,000,000 600 1,800,000 500 1,600,000 1,400,000 400 Impressions 1,200,000 Clicks 1,000,000 300 800,000 200 600,000 400,000 100 200,000 0 0 2-Nov 9-Nov 16-Nov 23-Nov 30-Nov 7-Dec 14-Dec 21-Dec 28-Dec 4-Jan Display advertising influences click response within search activity © 2008 Eyeblaster. All rights reserved
  78. 78. comfortable consumer © 2008 Eyeblaster. All rights reserved
  79. 79. The lingering effect of display optimization? up to 3 week delay on search Display causes brand recall in search at the Consumer’s convenience © 2008 Eyeblaster. All rights reserved
  80. 80. Cross-Channel Path to Conversion • The planner can view the customer journey, from display and search channels, resulting in a completed transaction. Campaign 1 3 5 Display Display Ad on a Pre-Roll Display “AA” Review site for Video Ad ad on Travel site “Discount Flights” SALE! 40% 10% UNIFIED Tracking System Day 1 Day 5 Day 10 Day 15 10% 40% 2 4 User Searches Search "Reviews “Cheap flights” of Mexico Riviera” Search © 2008 Eyeblaster. All rights reserved
  81. 81. Automatic Optimization • Effects on conversion rate taken from an automotive advertiser utilizing a optimization algorithm on adverts Conv Rate of a Regular flight Conv Rate of an Optimized flight 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 * Automotive Case Study over a 6 month period © 2008 Eyeblaster. All rights reserved
  82. 82. Don’t take our word for it “The Eyeblaster Channel Connect Reporting system is the most progressive reporting tool for monitoring the joint impact of search and display advertising. It allows advertisers & marketers to put numbers around exactly how well online tactics work together as opposed to how they work against or in spite of one another.” Thomas McIlheran, Senior Media Manager “Using Channel Connect for Search and Display, Mindshare was able to pinpoint crucial campaign data and draw important insights about the interaction of our search and display ads. In the end, it provided us with a more comprehensive overview of user behavior” Harry Case, Director of Media Analytics and Technology, Mindshare © 2009 Eyeblaster. All rights reserved
  83. 83. understanding is the key © 2008 Eyeblaster. All rights reserved
  84. 84. not all who see Brand not immediate Response as post-view touch not all who touch Response in situation Response as search © 2008 Eyeblaster. All rights reserved click
  85. 85. Questions to answer • Did they see? How long on page? – Ad duration (exposed time v position on screen) How many times exposed? – Reach / Frequency Where were they exposed? – Publisher overlap • Did they touch? How many times exposed before touch? – Frequency of unique Interactors How much time did they spend with the ad? – Dwell Time of Interacting user Does the type of ad or position have relevance? – Environmental specifications Does offline campaign effect results? – Results early or late in exposure • Where next? offline Click? – CTR v (assumed) benchmark Search? – Path to conversion Page view – Post Impression v click conversion © 2008 Eyeblaster. All rights reserved
  86. 86. Comparisons to look for • uniques to impressions • user click stream within a banner to that of site • length of duration of interacting user • interactions to impression / uniques • clicks to impression / uniques • conversion path (sequence of events) • conversion process (post impression v post-click) dwell time length of time user exposed to banner vs. average time on said page = uplift proves brand awareness © 2008 Eyeblaster. All rights reserved
  87. 87. More Information mediamind.eyeblaster.com email: dean.donaldson@eyeblaster.com info.deandonaldson.com @deandonaldson © 2009 Eyeblaster. All rights reserved

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