the power of digital is yours

branding

Microwave Ovens & Video Recorders

Coronation Street

Neither can the Advertisers We can’t find Grandma

together

Citizen Scheduler

Quantity

Quality

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 hard to achieve

Teachers / kids interaction

making sense

brand building

Did they see?
Effect without touch
Correct response?
 Watch TV
  Click-thru

Enhanced Experience Warner Bros BBC Ideal NIVEA Canon

direct response

studies show that 3 out of 4 people make up 75% of the population

lost in the

what about the 995 ? 20% 40x 1:10

Sony Ericsson: 2004

© 2008 Eyeblaster. All rights reserved dwell time is the average number of seconds
a user engaged with an ad

Simply the best? 54 seconds 84 seconds

Day of the week * Weekdays (Mon – Fri): 62 Sec. Weekends: (Sat – Sun): 52 Sec. On average, weekday Dwell Time is 10 seconds longer than weekends*

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

web 2.0 The end of brand dictatorship

the new consumer

eMail Instant Messenger

talk back ?

2.0 web

Dean’s law of digital advertising for every interaction there is an equal and opposite reaction

grass roots infiltration word-of-mouth is the most powerful form of advertising

grass roots

takes it to the next level

User experience online
Consumer Life cycle
2 things to consider

The Online Neighbourhood © 2008 Eyeblaster. All rights reserved Newsagent News feeds, Sports Pages Pub Forums & Social Networks Bank Financials & PayPal Post-Office Email & Instant Messenger Shops Amazon & eBay Entertainment iTunes & YouTube

Consumer ad receptivity More aware of advertising online Less aware of advertising online Open to ads Not open to ads Surfing Creation Information Transaction Entertainment Communication Higher ad awareness, but not open to ads Higher ad awareness, and open to ads Lower ad awareness and not open to ads Lower ad awareness, but open to ads Web 1.0 Behaviours Web 2.0 Behaviours

Consumer Life Cycle (CLC)
1. Points of Measurement ?
2. Technology Insertions ?
CONSIDERATION AWARENESS INQUIRY PURCHASE RETENTION “ attract convert retain ” Display Advertising Video InBanner / InStream Microsite Advertising In situ on site within Banner External link by Click Search Advertising Independent Research Rating Mechanisms Conversion Process Client site / Reseller Site Offline in-Store Brand Advocacy Retargeting to up-sell User Recommendation  Cost Effective  Expensive CPC / CPE CPA / ROI Dwell Time

Beyond the browser
Homepage extends reach to a main web access point
Email often can see an increase in data capture compared to web pages
Desktop applications can bring all three channels together
So what we have is the start of cross-channel convergence
Work all channels simultaneously to ensure reach irrespective of access point
Web Page eMail Messenger Search

Environmental Specifications
Home pages
Short time span to grab attention – impact via customisation or MouseTracker?
Channel pages
Specific interest want latest content updates, ease of access to information e.g. search
Email
Regularly go back and check content – unlikely to click whilst composing, but may type
Desktop
One impression can last all day – eventually notice, touch and respond – launch pad
Social Networks
Personal environments but seedbeds for viral activity and personal recommendation
Web TV pages
Entertainment phase and absorbing stimuli of the senses within a fixed environment

Beyond the Browser – Mail & Messenger
Wide Expanding Skyscraper
Expandable Messenger

Beyond the Browser – Mail & Messenger

direct response

Media Conversion Costs combined 40x more likely to interact then click 4.5x conversions in banner then site Calculating the real cost per conversion Spend € 200,000.00 € 15.00 CPM Clicks to landing page Impressions 13,333,333 0.5% CTR 66,667 Clicks € 3.00 Cost per click Interactions within the ad 20.0% IR 2,666,667 Interactions € 0.08 Cost per interaction 20.0% Drop-off rate 53,333 Post click Arrivals 5,333 Post view Arrivals 58,667 Total Arrivals 29,333 Unique arrivals 5.0% Conversion rate 1,466.67 Total conversions € 136.36 Cost per conversion 1,333,333 Unique interactions 0.5% Conversion rate 6,667 Total conversions € 30.00 Cost per conversion € 106.36 Difference CTR v IR

Homepage 35,000 emails captured in one single day!!
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
Mars UK – Run-of-Network © 2008 Eyeblaster. All rights reserved Login MPU Synchronised Messenger

EU Tobacco (EMEA) – Behavioural
93% of interactors saw second sequenced advert
Those who saw second advert were positively inclined towards click thru

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

the user journey

Cross-Channel Path to Conversion
The planner can view the customer journey, from display and search channels, resulting in a completed transaction.
UNIFIED Tracking System 40% 10% 10% 40% Pre-Roll Video Ad 1 Display Search Campaign Day 10 Day 15 Day 5 Day 1 SALE! User Searches “Cheap flights” 2 Search "Reviews of Mexico Riviera” 4 Display “AA” ad on Travel site 3 Display Ad on a Review site for “Discount Flights” 5

advertising 2.0

Dynamic Updates

I’ll be back retargeting the consumer

joining in… … behavioural targeting B C A

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

“ lets get together…” one tag

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

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
K550i Cyber-shot™ Promotion

Take photos of yourself preparing for each weeks challenge and upload to the site
Lights, Camera, Action! How to train for one of the four challenges

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

Behavioural Profiling to Target Message
Creative based on user state: if registered, how and if uploaded pics?
The K550i Extreme Tour Concept The Game Registration User totally unknown No Upload Uploaded User registered via the banner No Upload Uploaded User registered via the web site

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
And any combination thereof…
Web Page Messenger Messenger eMail

Campaign Process
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
User completes photo upload
Re-targeting creative based on state
Banner registration and re-targeting concept

Results Guiding people through the campaign funnel

Summary
Most technically challenging campaign undertaken online to date
A melting pot of:
innovative planning
creative technology
publisher knowledge
consumer insight
as well as an element of calculated risk-taking on behalf of the client
Did not cost a single cent more on ad serving or on media purchase
Know how to work the technology that is user-centric to meet objectives
Only required some slight amendments to the back end destination site and a very well-crafted master template…
multiple points of entry and reminder

IT’S TIME TO CHANGE

More Information
creativezone. eyeblaster.com
email: [email_address]
blog: www.deandonaldson.com

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the power of digital is yours

by Ingrid Ihasz on Nov 26, 2008

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the power of digital is yours — Presentation Transcript