Refocusing Blurring Lines

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Media in the fast lane:
Cross-channel. Mobile Communities. Augmented Reality. Ubiquitous computing. Amongst the buzz we are seeing evidence that all media is getting ready for a digital hyper-drive, fuelled by consumer desire for entertainment-on-demand and always-on-communication. Hidden within this emerging world is the utopian promise of addressable advertising – across all media. Yet set against a backdrop of big brands trending to bring elements of control in-house, Dean Donaldson, Director of Digital Experience at Eyeblaster asks ‘is media technology really set for where next or does reality reveal we are locked in the past?’ and challenges the notion of the purely digital agency

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Refocusing Blurring Lines

  1. 1. refocusing blurring the lines of media Dean Donaldson Director of Digital Experience December 2009 • • @deandonaldson © 2009 Eyeblaster. All rights reserved
  2. 2. © 2009 Eyeblaster. All rights reserved
  3. 3. 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
  4. 4. leech? © 2008 Eyeblaster. All rights reserved
  5. 5. © 2008 Eyeblaster. All rights reserved
  6. 6. © 2008 Eyeblaster. All rights reserved
  7. 7. panic! © 2008 Eyeblaster. All rights reserved
  8. 8. © 2008 Eyeblaster. All rights reserved
  9. 9. 356060 © 2008 Eyeblaster. All rights reserved
  10. 10. © 2008 Eyeblaster. All rights reserved
  11. 11. registered trappers burst CTR = 1msites blogs + visits © 2008 Eyeblaster. All rights reserved
  12. 12. Cross-channel © 2008 Eyeblaster. All rights reserved
  13. 13. If I asked people what they wanted, I‟d have built them a faster horse Henry Ford © 2008 Eyeblaster. All rights reserved
  14. 14. growing pains © 2008 Eyeblaster. All rights reserved
  15. 15. you don‟t have the time you need © 2009 Eyeblaster. All rights reserved
  16. 16. from video to twitter © 2008 Eyeblaster. All rights reserved
  17. 17. more excel ? © 2009 Eyeblaster. All rights reserved
  18. 18. © 2009 Eyeblaster. All rights reserved
  19. 19. Difficulty: changing the train of thought © 2009 Eyeblaster. All rights reserved
  20. 20. Difficulty: numerous repetitive tasks © 2009 Eyeblaster. All rights reserved
  21. 21. Difficulty: constant campaign optimisations © 2009 Eyeblaster. All rights reserved
  22. 22. the
  23. 23. build brand moments © 2008 Eyeblaster. All rights reserved
  24. 24. bridging the silos © 2008 Eyeblaster. All rights reserved
  25. 25. adding mobile to the mix © 2008 Eyeblaster. All rights reserved
  26. 26. Difficulty: keeping a proper schedule © 2009 Eyeblaster. All rights reserved
  27. 27. digital creep © 2008 Eyeblaster. All rights reserved
  28. 28. 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
  29. 29. level © 2009 Eyeblaster. All rights reserved
  30. 30. 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
  31. 31. 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
  32. 32. today © 2008 Eyeblaster. All rights reserved
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. '360' Cross-channel advertising works Source: NBCU Dynamic Logic Cross Media studies (average of 9 brands); % lift exposed vs. control © 2008 Eyeblaster. All rights reserved
  39. 39. User Generated vs Professional Content 80% of content viewed on YouTube is professionally produced Source: NBC Research – YouTube Analysis – Feb08, April 08 © 2009 Eyeblaster. All rights reserved
  40. 40. 90M  © 2009 Eyeblaster. All rights reserved
  41. 41. live trailers © 2008 Eyeblaster. All rights reserved
  42. 42. “ 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
  43. 43. © 2008 Eyeblaster. All rights reserved
  44. 44. as TV | as PC © 2008 Eyeblaster. All rights reserved
  45. 45. penetration © 2008 Eyeblaster. All rights reserved
  46. 46. Amazon compare amazon instantly © 2008 Eyeblaster. All rights reserved
  47. 47. © 2008 Eyeblaster. All rights reserved
  48. 48. Better Lived Together tracking offline to online mobile © 2008 Eyeblaster. All rights reserved
  49. 49. personally identifiable © 2008 Eyeblaster. All rights reserved
  50. 50. © 2008 Eyeblaster. All rights reserved
  51. 51. Toshiba © 2008 Eyeblaster. All rights reserved
  52. 52. © 2008 Eyeblaster. All rights reserved
  53. 53. Air Tagging © 2008 Eyeblaster. All rights reserved
  54. 54. the future of paper © 2008 Eyeblaster. All rights reserved
  55. 55. © 2008 Eyeblaster. All rights reserved
  56. 56. beyond the browser © 2008 Eyeblaster. All rights reserved
  57. 57. near © 2008 Eyeblaster. All rights reserved future
  58. 58. personally relevant ads inserted dynamically into any content on any device anywhere in the world © 2008 Eyeblaster. All rights reserved
  59. 59. from search to static banners to interactive full-screen video in a browser, in Game or on web TV outdoor, on a desktop or mobile © 2008 Eyeblaster. All rights reserved
  60. 60. we‟re just warming the engines © 2009 Eyeblaster. All rights reserved
  61. 61. IT’S TIME TO CHANGE © 2008 Eyeblaster. All rights reserved
  62. 62. 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
  63. 63. © 2008 Eyeblaster. All rights reserved 2.0 web
  64. 64. joining in… A C B …behavioural targeting © 2008 Eyeblaster. All rights reserved
  65. 65. 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...
  66. 66. 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
  67. 67. one tag “lets get together…” © 2008 Eyeblaster. All rights reserved
  68. 68. Difficulty: getting your data where you want it © 2009 Eyeblaster. All rights reserved
  69. 69. Difficulty: tools that require a degree in rocket science © 2009 Eyeblaster. All rights reserved
  70. 70. Things are harder than they should be. © 2009 Eyeblaster. All rights reserved
  71. 71. © 2009 Eyeblaster. All rights reserved
  72. 72. ad server platforms are built on decade old technologies © 2009 Eyeblaster. All rights reserved
  73. 73. focus on your potential instead of your limitations © 2009 Eyeblaster. All rights reserved
  74. 74. © 2009 Eyeblaster. All rights reserved
  75. 75. Invested years Spent million$ Interviewed © 2009 Eyeblaster. All rights reserved 100s
  76. 76. open API © 2009 Eyeblaster. All rights reserved
  77. 77. Streamlined ad serving Actionable analytics Open workflow © 2009 Eyeblaster. All rights reserved
  78. 78. © 2009 Eyeblaster. All rights reserved
  79. 79. © 2009 Eyeblaster. All rights reserved
  80. 80. Thank you Do you have any questions? We‟d love to hear your thoughts... © 2009 Eyeblaster. All rights reserved
  81. 81. More Information mediamind.eyeblaster.com email: dean.donaldson@eyeblaster.com info.deandonaldson.com @deandonaldson © 2009 Eyeblaster. All rights reserved

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