The document discusses various online marketing metrics like click-through rate (CTR), cost per mille (CPM), cost per click (CPC), and dwell rate. It explains that dwell rate measures how long users engage with an ad, and that interactive rich media ads have higher dwell rates than standard banners. The document also outlines case studies of successful online video and social media campaigns for brands like VW, Vodafone, and Sony. It emphasizes the importance of understanding consumer behavior and embracing new forms of word-of-mouth advertising through grassroots approaches.

1. demystify
the metrics
Livia Vadasz
Marketing Manager
April 2010
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2. leech
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3. © 2008 Eyeblaster. All rights reserved

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6. panic!
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7. 356060
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8. © 2008 Eyeblaster. All rights reserved

9. registered
trappers sites
blogs1mburst
CTR = + visits
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10. collaboration
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11. the

12. CPM =
2 are wrong audience
1 clicked by accident
1 doesn’t wait for load
5 in every 1,000 CPC !!
= 1 in every 1,000
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13. bridging
the silos
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30%

14. Difficulty:
changing the train of
thought
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15. 70KMPH
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16. 35FPS
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17. 2.7KMPH
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18. playful interaction
Teachers / kids
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19. making
sense
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20. You remember:
30% what you see
50% what you see & hear
70-90% what you see, hear
& touch
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21. Adapting the Storyline
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22. MSN HP Sidekick
2 minutes
dwell video rate
fully played
time
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23. dwell rate
percentage of impressions
engaged
with by the user
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24. Global Research
of all ads engaged with
Eyeblaster Dwell Research
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25. Dwell Rate versus CTR
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26. dwell time
is the average number of
seconds
a user engaged with an ad
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27. 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
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28. consumers
show consistently that they
are willing
to take time to explore brands
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29. size
does
matter?
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30. Double the value?
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31. Sony Make Believe
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32. Take two
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33. Measuring the difference
`
`
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34. Another little secret…
`
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35. standard ads
need a little
helping hand
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36. Location!
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37. Avatar DVD Release
branding the user
environment
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38. Nike Football
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39. data shows
consumers engage with
desktop
adverts for longer
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40. 35%
communicate
eMail Instant Messenger
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41. grass roots infiltration
word-of-mouth
is the most powerful form of
advertising
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42. 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
buzz
Start
exploring
creates
Trailer eMail Social Sites
View
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43. Twitter
• Twitter activity for VW rose from 5 to 700 per day
• Total Facebook VW Fans – 260,000
• Total YouTube video views – 87,000
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44. Vodafone 360
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45. understanding
is the key
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46. not all who see
Brand not immediate
Response as post-view
touch
not all who touch
Response in situation
Response as search
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click

47. Thank you
Do you have any questions?
We’d love to hear your thoughts...
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48. More Information
mediamind.eyeblaster.com
email: livia.vadasz@eyeblaster.com
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