the science of


                                             overlapping a creative strategy
                            ...
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 sel...
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
                   ...
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?
©...
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....
Understanding the User
 • Users are not transient, they don‟t always go via a homepage
              Passive: They start b...
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
                                             ...
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
 •    ...
who moved my



© 2008 Eyeblaster. All rights reserved
                                         click
CPC =
          2 are wrong audience
          1 clicked by accident

             5CPM!!
          1 doesn‟t wait for loa...
what about the

                                              995
© 2008 Eyeblaster. All rights reserved
                 ...
what did the user
             Frequency of exposure
             Interactive Dwell time
                                 ...
Cross-channel Consumer
                               Awareness
                TV         1




                         ...
Purchase Funnel
                                                  • Cross-channel receptivity
                            ...
Consumer Life Cycle (CLC)
                                                          Expensive
                            ...
dwell time
                 is the average number of

                                         seconds
              a use...
Day of the week




 On average, weekday Dwell Time is 10 seconds longer than weekends*

* Weekdays (Mon – Fri): 62 Sec. W...
Hewlett Packard: 2008
 “Amazing execution. Clear calls to action
 and love the 3D effects. Have not seen
 an ad unit like ...
Amazing execution.
              Clear calls to action and love the
              3D effects. Have not seen an ad
      un...
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 campa...
Mars UK – Run of Network
                     35,000 emails
                                                     captured ...
In-Banner Conversions




* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2008 Eyeblaster. ...
MSN NL – In-Banner Conversion
 • 20 data fields over 4 tabs 500 registrants
    •     Full personal contact details   gave...
EU Tobacco (EMEA) – Behavioural




                       • 93% of interactors saw second sequenced advert
              ...
Shades of Grey
 Measuring the true response



    100%


                                 • Engagement
                  ...
Media Conversion Costs
 Calculating the real cost per conversion

            Spend      € 200,000.00          € 15.00   C...
word-of-mouth
                     is the most powerful form of

                       advertising
© 2008 Eyeblaster. All...
Yes you
                                         can!
                                         55m
                       ...
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
                               ...
Adapting the process
               On-site view through
         Regular banner flow (Rich or Standard)



              ...
Twitter




 •     1% YoY uplift in site visits
 •     Twitter activity for VW rose from 5 to 700 per day
 •     Total Fac...
B2B2C
© 2008 Eyeblaster. All rights reserved
Levi‟s (MultiNational) Social Advertising




                     •     13.5% watched the entire entry video
            ...
more than
           instantly
          updated
          countries / languages
                            creative exec...
In-Ad Live Maps

           96 seconds
           dwell time
           expansion rate
© 2008 Eyeblaster. All rights reser...
I’ll be
back
retargeting the consumer




© 2008 Eyeblaster. All rights reserved
Smokin‟ DVD – Behavioral Case Study




 • Original ad                              • Retargeted ad
              User sel...
Smokin‟ DVDs: Retargeting Lifts Performance

                  Expansion Rate                                     Click-th...
• K550i Cyber-shot™ Promotion
 • MEC Interaction sought a technology to actively engage the individual
       user whereve...
Lights, Camera, Action!
 • How to train for one of the four challenges
 • Take photos of yourself preparing for each weeks...
K550i Extreme Challenges (Change by
 Week)                     Week 1        Week 2   Week 3   Week 4




© 2008 Eyeblaste...
Behavioural Profiling to Target Message
 • The K550i Extreme Tour Concept
 • Creative based on user state: if registered, ...
Following the User
 Multiple points of entry and reminder
                                          •   Being exposed to t...
Campaign Process
 Banner registration and re-targeting concept
                                         •   Game animation...
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

    ...
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Science Of Art

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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

  1. 1. the science of overlapping a creative strategy with actionable analytics Dean Donaldson Digital Experience Strategist November 2009 © 2008 Eyeblaster. All rights reserved
  2. 2. vatican city rome © 2008 Eyeblaster. All rights reserved
  3. 3. meeting the maker © 2008 Eyeblaster. All rights reserved
  4. 4. together! better © 2008 Eyeblaster. All rights reserved
  5. 5. Amazon compare amazon instantly © 2008 Eyeblaster. All rights reserved
  6. 6. 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
  7. 7. 5 Year Warranty © 2008 Eyeblaster. All rights reserved
  8. 8. © 2008 Eyeblaster. All rights reserved
  9. 9. tough times © 2008 Eyeblaster. All rights reserved
  10. 10. online © 2008 Eyeblaster. All rights reserved
  11. 11. conversions © 2008 Eyeblaster. All rights reserved
  12. 12. the potential to develop more cost-effective advertising is being lost through lack of knowledge © 2008 Eyeblaster. All rights reserved
  13. 13. direct response © 2008 Eyeblaster. All rights reserved
  14. 14. “he clicks me he clicks me not” © 2008 Eyeblaster. All rights reserved
  15. 15. what color should I paint my door? © 2008 Eyeblaster. All rights reserved
  16. 16. the mail © 2008 Eyeblaster. All rights reserved myth
  17. 17. click attribution © 2008 Eyeblaster. All rights reserved
  18. 18. abandonment © 2008 Eyeblaster. All rights reserved
  19. 19. © 2008 Eyeblaster. All rights reserved
  20. 20. respond © 2008 Eyeblaster. All rights reserved back
  21. 21. 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
  22. 22. 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
  23. 23. the art of blending © 2008 Eyeblaster. All rights reserved
  24. 24. © 2008 Eyeblaster. All rights reserved
  25. 25. Brand Response © 2008 Eyeblaster. All rights reserved
  26. 26. brand building © 2008 Eyeblaster. All rights reserved
  27. 27. lost in the desert © 2008 Eyeblaster. All rights reserved
  28. 28. Global automotive buy one get one © 2008 Eyeblaster. All rights reserved
  29. 29. Porsche Panamera take the user on a journey © 2008 Eyeblaster. All rights reserved
  30. 30. contextual © 2008 Eyeblaster. All rights reserved
  31. 31. Certified Pre-owned © 2008 Eyeblaster. All rights reserved
  32. 32. 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
  33. 33. who moved my © 2008 Eyeblaster. All rights reserved click
  34. 34. 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
  35. 35. what about the 995 © 2008 Eyeblaster. All rights reserved 20% 1:10 40x
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. direct response © 2008 Eyeblaster. All rights reserved
  45. 45. Link to mobile © 2008 Eyeblaster. All rights reserved
  46. 46. 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
  47. 47. 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
  48. 48. In-Banner Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2008 Eyeblaster. All rights reserved
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. word-of-mouth is the most powerful form of advertising © 2008 Eyeblaster. All rights reserved
  54. 54. Yes you can! 55m 5m © 2008 Eyeblaster. All rights reserved
  55. 55. Refresh Everything © 2008 Eyeblaster. All rights reserved
  56. 56. Pepsi refreshes everything • 14% © 2008 Eyeblaster. All rights reserved
  57. 57. Banner Upload 14% © 2008 Eyeblaster. All rights reserved
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. B2B2C © 2008 Eyeblaster. All rights reserved
  62. 62. 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
  63. 63. more than instantly updated countries / languages creative executions © 2008 Eyeblaster. All rights reserved
  64. 64. In-Ad Live Maps 96 seconds dwell time expansion rate © 2008 Eyeblaster. All rights reserved
  65. 65. I’ll be back retargeting the consumer © 2008 Eyeblaster. All rights reserved
  66. 66. 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
  67. 67. 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
  68. 68. • 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
  69. 69. 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
  70. 70. K550i Extreme Challenges (Change by Week) Week 1 Week 2 Week 3 Week 4 © 2008 Eyeblaster. All rights reserved
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. Results Guiding people through the campaign funnel © 2008 Eyeblaster. All rights reserved
  75. 75. Now and next web 2.0 web 3.0 © 2008 Eyeblaster. All rights reserved
  76. 76. understanding is the key © 2008 Eyeblaster. All rights reserved
  77. 77. More Information creativezone.eyeblaster.com email: dean.donaldson@eyeblaster.com blog: www.deandonaldson.com @deandonaldson © 2008 Eyeblaster. All rights reserved

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