Science Of Art

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


meeting the

maker


together!
better


Amazon

compare amazon

instantly


Buying a new

• Six stores
• Say „how much?!‟
• 2-3 weeks delivery
• No value / insights
• Up sell warranties GLTF2940F
• Just brochures

washing
machine

5 Year Warranty

tough
times


online

conversions

the potential
to develop more cost-effective

advertising
is being lost through
lack of knowledge

direct
response


“he clicks me
he clicks me not”


what color
should I paint my

door?

the mail

myth

click
attribution

abandonment

respond
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!


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


the art of
blending


Brand Response


brand
building


lost
in the
desert


Global automotive

buy one
get one


Porsche Panamera
take the user on a
journey


contextual


Certified Pre-owned


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


who moved my

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

what about the

995
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


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


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

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

dwell time
is the average number of

seconds
a user engaged with an ad

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.

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


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


direct
response

Link to mobile


In-Banner Conversions

Impact drives Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

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


In-Banner Conversions

* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08

MSN NL – In-Banner Conversion
• 20 data fields over 4 tabs 500 registrants
• Full personal contact details gave away bank details!!

5%
conversion


EU Tobacco (EMEA) – Behavioural

• 93% of interactors saw second sequenced advert
• Those who saw second advert were positively inclined
towards click thru


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


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

word-of-mouth
is the most powerful form of

advertising

Yes you
can!
55m
5m

Refresh
Everything


Pepsi refreshes everything
• 14%


Banner Upload

14%

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


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


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


B2B2C

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

more than
instantly
updated
countries / languages
creative executions

In-Ad Live Maps

96 seconds
dwell time
expansion rate

I’ll be
back
retargeting the consumer


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


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


• 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


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


K550i Extreme Challenges (Change by
Week) Week 1 Week 2 Week 3 Week 4


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


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


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

• User can enter this weeks
competition
© 2008 Eyeblaster. All rights reserved • User completes photo upload

Results
Guiding people through the campaign funnel


Now and next

web 2.0 web 3.0


understanding

is the key


More Information

creativezone.eyeblaster.com

email: dean.donaldson@eyeblaster.com
blog: www.deandonaldson.com

@deandonaldson


Science Of Art

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