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Science Of Art
 

Science Of Art

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Overlapping a creative strategy with actionable analytics: ...

Overlapping a creative strategy with actionable analytics:
With ever mounting pressure to justify advertising effectiveness against the bottom line, what have we learned from the plethora of data that digital advertising has brought to bear? Is there really a single point of measurement to focus upon or do we need to look deeper to discover what consumers today are doing and apply these learning’s into carefully constructed advertising strategies? By mapping advertising delivery against a consumer life-cycle, we can now begin to develop more targeted and relevant messages that will ensure a higher conversion rate and a greater ROI for your media outlay. Dean Donaldson will demystify the online metrics and show how to get closer to delivering those DR objectives, even revealing how to justify a campaign even with a 0% CTR!

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    Science Of Art Science Of Art Presentation Transcript

    • the science of overlapping a creative strategy with actionable analytics Dean Donaldson Digital Experience Strategist November 2009 © 2008 Eyeblaster. All rights reserved
    • vatican city rome © 2008 Eyeblaster. All rights reserved
    • meeting the maker © 2008 Eyeblaster. All rights reserved
    • together! better © 2008 Eyeblaster. All rights reserved
    • Amazon compare amazon instantly © 2008 Eyeblaster. All rights reserved
    • Buying a new • Six stores • Say „how much?!‟ • 2-3 weeks delivery • No value / insights • Up sell warranties GLTF2940F • Just brochures washing machine © 2008 Eyeblaster. All rights reserved
    • 5 Year Warranty © 2008 Eyeblaster. All rights reserved
    • © 2008 Eyeblaster. All rights reserved
    • tough times © 2008 Eyeblaster. All rights reserved
    • online © 2008 Eyeblaster. All rights reserved
    • conversions © 2008 Eyeblaster. All rights reserved
    • the potential to develop more cost-effective advertising is being lost through lack of knowledge © 2008 Eyeblaster. All rights reserved
    • direct response © 2008 Eyeblaster. All rights reserved
    • “he clicks me he clicks me not” © 2008 Eyeblaster. All rights reserved
    • what color should I paint my door? © 2008 Eyeblaster. All rights reserved
    • the mail © 2008 Eyeblaster. All rights reserved myth
    • click attribution © 2008 Eyeblaster. All rights reserved
    • abandonment © 2008 Eyeblaster. All rights reserved
    • © 2008 Eyeblaster. All rights reserved
    • respond © 2008 Eyeblaster. All rights reserved back
    • Development of the web • Web 1.0 – Content The big „con‟? • Web 2.0 – Conversation = clicks! • Web 3.0 – Convergence It‟s all about conversions! © 2008 Eyeblaster. All rights reserved
    • Understanding the User • Users are not transient, they don‟t always go via a homepage Passive: They start by awareness elsewhere, even offline Active: They search for a product not the Amazon brand • They respond to certain influencers Reviews: What do others say? Options: What are my alternatives? Incentives: Are there any special offers? Hesitance: Can I think about it and come back later? Simplicity: Can I just press one button to order? Result: They made tangible conversions © 2008 Eyeblaster. All rights reserved
    • the art of blending © 2008 Eyeblaster. All rights reserved
    • © 2008 Eyeblaster. All rights reserved
    • Brand Response © 2008 Eyeblaster. All rights reserved
    • brand building © 2008 Eyeblaster. All rights reserved
    • lost in the desert © 2008 Eyeblaster. All rights reserved
    • Global automotive buy one get one © 2008 Eyeblaster. All rights reserved
    • Porsche Panamera take the user on a journey © 2008 Eyeblaster. All rights reserved
    • contextual © 2008 Eyeblaster. All rights reserved
    • Certified Pre-owned © 2008 Eyeblaster. All rights reserved
    • El Corte Inglés • 5.7 million unique users reached • 1.1 million interacted for average of 93 seconds • 3,200 catalogues downloaded since releasing the page • Over 100,000 visits to the e-commerce site © 2008 Eyeblaster. All rights reserved
    • who moved my © 2008 Eyeblaster. All rights reserved click
    • CPC = 2 are wrong audience 1 clicked by accident 5CPM!! 1 doesn‟t wait for load in every 1,000 = 1 in every 1,000 © 2008 Eyeblaster. All rights reserved
    • what about the 995 © 2008 Eyeblaster. All rights reserved 20% 1:10 40x
    • what did the user Frequency of exposure Interactive Dwell time see what did the user Level / type of interaction Measure type of response © 2008 Eyeblaster. All rights reserved
    • Cross-channel Consumer Awareness TV 1 offline Friends 4 5 13 18 Reseller 6 Brochures 8  7  Reviews Generic Specific  Search 2 9 14 online  Consideration Display 10 Reviews 3 12 15 20 Delivery Reseller 11 16 17 Purchase Register Web Site 19 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 © 2008 Eyeblaster. All rights reserved
    • Purchase Funnel • Cross-channel receptivity Display ads on / off-line Word-of-mouth marketing • Conscious gathering Volume Generating interest via play Direct request of information • Further investigation Searching / reading reviews Comparing features / value 100:1 • Commitment decision • Feedback online Informing other peers commitment • Customer retention Value © 2008 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
    • dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved
    • Day of the week 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
    • 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
    • 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
    • direct response © 2008 Eyeblaster. All rights reserved
    • Link to mobile © 2008 Eyeblaster. All rights reserved
    • In-Banner Conversions Impact drives Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
    • Mars UK – Run of Network 35,000 emails captured in one single day!! Login MPU Synchronised Messenger • 10% of users played the game • 60% played more then once • 18% interacted with IM banners • Brand exposure 10x more in IM then on homepage Homepage © 2008 Eyeblaster. All rights reserved
    • In-Banner Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
    • MSN NL – In-Banner Conversion • 20 data fields over 4 tabs 500 registrants • Full personal contact details gave away bank details!! 5% conversion © 2008 Eyeblaster. All rights reserved
    • EU Tobacco (EMEA) – Behavioural • 93% of interactors saw second sequenced advert • Those who saw second advert were positively inclined towards click thru © 2008 Eyeblaster. All rights reserved
    • Shades of Grey Measuring the true response 100% • Engagement Impression < 50% Post Impression Activity (Sub-Conscious Acknowledgement) No Awareness (No Conscious Acknowledgment) • Click-Thru Interaction ~ 20% Post-Click Activity/ (Conscious Acknowledgement) Pre-Click Activity Post-Interaction (Active Involvement) < 0.5% ? • Call to Action ~ 0.05% Required Response (Conscious Decision) Information Request / Data Capture / Physical Purchase © 2008 Eyeblaster. All rights reserved
    • Media Conversion Costs Calculating the real cost per conversion Spend € 200,000.00 € 15.00 CPM Clicks to landing page Interactions within the ad Impressions 13,333,333 0.5% CTR 20.0% IR 66,667 Clicks 2,666,667 Interactions 40x more likely to € 3.00 20.0% Cost per click Drop-off rate € 0.08 Cost per interaction 53,333 Post click Arrivals interact then click 5,333 Post view Arrivals 58,667 Total Arrivals 4.5x conversions in 29,333 5.0% Unique arrivals Conversion rate 1,333,333 0.5% Unique interactions Conversion rate 1,466.67 Total conversions 6,667 Total conversions banner then site € 136.36 Cost per conversion € 30.00 Cost per conversion € 106.36 Difference CTR v IR combined © 2008 Eyeblaster. All rights reserved
    • word-of-mouth is the most powerful form of advertising © 2008 Eyeblaster. All rights reserved
    • Yes you can! 55m 5m © 2008 Eyeblaster. All rights reserved
    • Refresh Everything © 2008 Eyeblaster. All rights reserved
    • Pepsi refreshes everything • 14% © 2008 Eyeblaster. All rights reserved
    • Banner Upload 14% © 2008 Eyeblaster. All rights reserved
    • Pepsi has always been at its best when it is an active participant in the culture… No bigger example of a cultural shift than the arrival of a new President. Dawn Winchester EVP, Chief Marketing Services Officer R/GA © 2008 Eyeblaster. All rights reserved
    • Adapting the process On-site view through Regular banner flow (Rich or Standard) Viewing the ad see content = mass audience interact = deep connection Clicking on the advert Arrival at the web page creates buzz Start exploring Trailer eMail Social Sites View © 2008 Eyeblaster. All rights reserved
    • Twitter • 1% YoY uplift in site visits • Twitter activity for VW rose from 5 to 700 per day • Total Facebook VW Fans – 260,000 • Total YouTube video views – 87,000 © 2008 Eyeblaster. All rights reserved
    • B2B2C © 2008 Eyeblaster. All rights reserved
    • Levi‟s (MultiNational) Social Advertising • 13.5% watched the entire entry video • 0.1% average CTR – 0.33% in „sent mail‟ MPU 0.01% started the data-capture process 11% of initial respondents went on to give email address in subsequent screens • Higher rates could have been achieved if the data request fields were higher © 2008 Eyeblaster. All rights reserved
    • more than instantly updated countries / languages creative executions © 2008 Eyeblaster. All rights reserved
    • In-Ad Live Maps 96 seconds dwell time expansion rate © 2008 Eyeblaster. All rights reserved
    • I’ll be back retargeting the consumer © 2008 Eyeblaster. All rights reserved
    • Smokin‟ DVD – Behavioral Case Study • Original ad • Retargeted ad User selects favorite genre Shows films of the previously Once expanded, the ad shows chosen genre bestsellers, price Expansion shows film details © 2008 Eyeblaster. All rights reserved
    • Smokin‟ DVDs: Retargeting Lifts Performance Expansion Rate Click-thru Rate 7% 0.09% 0.08% 6% 0.07% 5% 0.06% 4% 0.05% 3% 0.04% 0.03% 2% 0.02% 1% 0.01% 0% 0.00% General Behavioral Ad general average behavioral © 2008 Eyeblaster. All rights reserved
    • • K550i Cyber-shot™ Promotion • MEC Interaction sought a technology to actively engage the individual user wherever they were physically or within the campaign lifecycle • Physical Location: Multi-lingual throughout CEEMEA territories • User Environment: Complementing web page access with mail and desktop messenger and the need to flow seamlessly between them • Lifecycle State: Multiple stages of competition From initial awareness, registration process to the multiple upload stages over the weeks © 2008 Eyeblaster. All rights reserved
    • Lights, Camera, Action! • How to train for one of the four challenges • Take photos of yourself preparing for each weeks challenge and upload to the site © 2008 Eyeblaster. All rights reserved
    • K550i Extreme Challenges (Change by Week) Week 1 Week 2 Week 3 Week 4 © 2008 Eyeblaster. All rights reserved
    • Behavioural Profiling to Target Message • The K550i Extreme Tour Concept • Creative based on user state: if registered, how and if uploaded pics? User totally unknown User registered via the banner User registered via the web site The Game Registration No Upload Uploaded No Upload Uploaded © 2008 Eyeblaster. All rights reserved
    • Following the User Multiple points of entry and reminder • Being exposed to the initial creative Example: Web Browser • Enabling user to register in situ Example: MSN Today • Re-targeting irrespective of channel Example: Live Mail • Further re-targeting across channels Example: Live Messenger Web Page Messenger eMail Messenger © 2008 Eyeblaster. All rights reserved
    • Campaign Process Banner registration and re-targeting concept • Game animation rotates with sign- off • Urges registration within banner • Allows photo upload within banner Then enables forward-to-friend Drops tag to remember state • Once complete sends email to user • Request to complete web registration • Confirmation of registration email Drops tag to remember state • User can enter this weeks competition © 2008 Eyeblaster. All rights reserved • User completes photo upload Drops tag to remember state
    • Results Guiding people through the campaign funnel © 2008 Eyeblaster. All rights reserved
    • Now and next web 2.0 web 3.0 © 2008 Eyeblaster. All rights reserved
    • understanding is the key © 2008 Eyeblaster. All rights reserved
    • More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com @deandonaldson © 2008 Eyeblaster. All rights reserved