Refocusing Blurring Lines

Digital changes everything • Businesses are losing the power to dictate the communications agenda The effectiveness of the traditional „interrupt and repeat‟ model of advertising is decreasing • Decreasing brand loyalty The internet has lowered entry barriers and switching costs. Combined with easier access to information and increased choice, the result is increased competition Customer loyalty is now harder to achieve © 2008 Eyeblaster. All rights reserved

Media Tomorrow (2012+) Ad-funded Rich Media InStream Video Advertising Social Micro-sites apps Standard Display Networking Ad-funded OS Widgets Classifieds Text Links Search Mash-Ups Newspapers ortable Media Ads Mobile Digital Outdoor User Generated PodCasting In-Game Ads Outdoor Blogging Electronic Ink (e-ink) Pre-Roll IPTV Interactive Video Magazines 5 second spot Cinema Digital Product Placement Radio Broadcast and Cable TV © 2009 Eyeblaster. All rights reserved

Web 3.0 – the semantic web ONLINE WIRED • Analyse & Predict 1 • Its about people and CONTENT content – not just impressions and clicks… USER 3 2 sight, sound DISPLAY SEARCH and touch WIRELESS OFFLINE © 2008 Eyeblaster. All rights reserved

Multi-Screen Dream • 3” Mobile – “1ft user experience” • 17” Laptop – “3ft user experience” • 50” TV – “10ft user experience” • 10’ Billboard – “100ft user experience” interaction most likely to happen on the screen closest to you © 2008 Eyeblaster. All rights reserved

Cross-Channel Comparison What is the status for comparing the following cross-channel metrics? Online Search and Display Advertising 51% 38% 11% Computer-based and Mobile Advertising 22% 62% 16% TV and Computer- 22% 62% 17% based Advertising TV and Mobile Advertising 7% 68% 25% Outdoor and Mobile Advertising 8% 62% 30% Currently compare Would like to compare, but don‟t do it yet Not interested in comparing Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising © 2008 Eyeblaster. All rights reserved

Media Neutrality – the next phase • Phase 1 Connecting display with search on PC 51% currently measuring – 38% wanting to • Phase 2 3-screen (PC, TV, Mobile) approach is beginning to resonate 24% already analyze TV with PC or PC and mobile – huge 62% want to People at home watching TV with laptop on knee and mobile in hand • Phase 3 TV to mobile or Outdoor to mobile is huge area for growth 8% currently measuring – but huge 65% would love to be able to Deemed a little bit futuristic, but they are aware – 25% are still unsure… Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising © 2008 Eyeblaster. All rights reserved

Simultaneous • 16-34‟s in particular are using more media at the same time Magazine TV • They are mainly consuming content 5% 31% on the Internet Internet 84% 35% 3% Media Meshing Radio is rife amongst Newspaper youth None: 37% Source: 2006 EIAA Mediascope © 2008 Eyeblaster. All rights reserved

Concurrent use of TV and Online “With a laptop you don‟t “I sit with it (laptop) on my have to sit at one point, it‟s knee, all night sometimes… more flexible and you can watching TV and messing watch TV whilst you‟re on it” around online” (Pre-family, female) (Pre-family male) 36% No At least 47% once a day 3% 14% Internet usage is Less often genuinely during At least TV programmes once a week Source: ThinkBox TV Online study 2008 © 2008 Eyeblaster. All rights reserved

TV and Online work together Registering on Online sharing a website Exposure to online of TV ads 22% TV: before TV ad 59% said more • Wider audience likely to notice Consideration and Purchase TV broadcast Online:leading content Exposure to TV • Individual Searching for to online TV ad leading to ad before online • search/purchase Activead online TV search/ online purchase ad 66% said more engagement TV ad prompting online search 21% likely to notice 60% Both can fulfil a role across all stages, although often relationship flows from TV to online 57% Source: ThinkBox TV Online study 2008 © 2008 Eyeblaster. All rights reserved

“ we see an increasing blur between the TV set and the PC, with on-demand content flowing seamlessly between the two” Charlie Ponsonby, Simplify Digital on why higher speeds would drive changes in the way people use the web. © 2009 Eyeblaster. All rights reserved

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

slinging mud C A. Don’t own a Mercedes but have seen the ads C. Recently compared models on the site A B D B. Already own a Mercedes and actively looking to replace D. Has just received © 2008 Eyeblaster. All rights reserved online quotation...

Consumer Behaviour Tracking Pre-Impression, Post-Interaction & Pre-Click Prior to Campaign During the Campaign Prior to Impression Ad 1st imp 2nd imp 3rd imp Unknown Site Visitor Participant DejaVu Re-targeting Behavioural Sequencing • Re-target ads based on previous • User interactions determine which ad is behaviour across media properties shown next in sequence • Cross-sell / Up-sell to maximise ROI • Encourage user through the decision making cycle • Build valuable user database over time • Who has never visited your site • Unlimited creative „paths‟ help improve conversion rates • Who has visited your site • Who is active participant on your site © 2008 Eyeblaster. All rights reserved

Refocusing Blurring Lines

by Dean Donaldson

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