Carlos Medina
  Country Manager - Eyeblaster Brasil
  +55 11 8820 1294
  carlos.medina@eyeblaster.com




Simple, Efficien...
Credentials…

  eyeblaster : more than 10 years managing
  and serving digital campaigns solutions
  (Rich Media, Standard...
Carlos Medina
  Country Manager - Eyeblaster Brasil
  +55 11 8820 1294
  carlos.medina@eyeblaster.com




Simple, Efficien...
Shortening...



                                          How to
   improove
                                         you...
Current Scenario

                   According to Erik Qualman author of Socialnomics only




                      Of th...
Current Scenario

                CTR from the majority of digital campaigns is getting near




     And that’s a global ...
© 2009 Eyeblaster. All rights reserved
© 2009 Eyeblaster. All rights reserved
Digital Campaigns
                                             don’t rely exclusively
                                    ...
There are interactive
                                            marketing technologies
                                 ...
Traditional Digital Campaign Flow



                                         CREATION


     PLAN-BRIEFING               ...
Digital 2.0 Campaign
                                                         D     DINAMIC ADS


        CONVERSION
     ...
Sucessful Metrics
       For Digital Media

© 2009 Eyeblaster. All rights reserved
Sucessful Metrics
 • CHALLENGE: Create an automatic optimization
          criteria

 •        OPPORTUNITY:
 •        Firs...
Sucessful Metrics
 • Product Launch Campaign:
 • GOAL: Expose the product to new stakeholders
 • SUCESS METRIC: View the V...
complete
                                      plataform

© 2009 Eyeblaster. All rights reserved
Complete Plataform
 • CHALLENGE: Unite optimization actions and report
          data to understand the conversion funnel....
Actual Path to Conversion
  Perceived Path to Conversion



                                            RESEARCH




     ...
© 2009 Eyeblaster. AllAll rights reserved
  2008 Eyeblaster. rights reserved
rich media

© 2009 Eyeblaster. All rights reserved
Rich Media
 • CHALLENGE: Get Noticed and Convert Users

 • OPPORTUNITY:
 • Innovative Formats that get your attention and ...
Rich Media           In-Banner
                                Conversions

© 2009 Eyeblaster. All rights reserved
rich media » eyeblaster research




© 2009 Eyeblaster. All rights reserved
In-banner Conversions




* Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08
© 2009 Eyeblaster. ...
Groundbreaking Ad Formats


Anúncios dinâmicos                Compra no banner     Vídeo Interativo        HD Video       ...
Examples of innovative formats




http://creativezone.eyeblaster.com
© 2009 Eyeblaster. All rights reserved
dinamic ads

© 2009 Eyeblaster. All rights reserved
Dinamic Ads
 • CHALLENGE: Create a tool to feed and update the ad
   in a dinamic fast operational process

 • OPPORTUNITY...
Dinamic Ads
 <?xml version="1.0" encoding="ISO-8859-1"?>
 <!-- Edited by XMLSpy® -->                                  Titl...
Dinamic Ads » Example




                                         Other examples: http://creativezone.eyeblaster.com




...
social media
                         integration

© 2009 Eyeblaster. All rights reserved
Social Media Integration
 • CHALLENGE: Presence in Social Media with the right
          message creating awareness with t...
Widget Ad » Nike example




                                         Nike




© 2009 Eyeblaster. All rights reserved
Widget Ad » Example Report




© 2009 Eyeblaster. All rights reserved
conversion tags

© 2009 Eyeblaster. All rights reserved
Conversion Tags
 • CHALENGE: Measure activities after publishing the
          campaign
 •        OPPORTUNITY:
 •        M...
Convertion Tags
                                          2. A Cookie is inserted in
                                     ...
automatic
                             optimization

© 2009 Eyeblaster. All rights reserved
Automatic Optimization
 • CHALLENGE: Deliver the ads that had the best
          performance on each placement

 •        ...
Day 1                                Day 2

        Ad 1            33% SOV                                        Optimiz...
behavioral
                                 targeting

© 2009 Eyeblaster. All rights reserved
Behavioral Targeting
 • CHALLENGE: Deliver Relevant Ads to the Users

 •        OPPORTUNITY:
 •        Deliver different a...
Before the Campaign                                During the Capaign
                 Prior to Impression        Ad      ...
Operational
                                         process don’t
                                         need to be har...
© 2009 Eyeblaster. All rights reserved
Carlos Medina - @cfmedina
                                                      carlos.medina@eyeblaster.com




         ...
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Eyeblaster at OMExpo Latino 2010 - English Version

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Eyeblaster at OMExpo Latino 2010

Carlos Medina (Country Manager - Eyeblaster Brasil) presentation at OMExpo Latino 2010.

Simple, Efficient and Sucessful strategies for your Digital 2.0 Campaign.

São Paulo - Brasil.

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Eyeblaster at OMExpo Latino 2010 - English Version

  1. 1. Carlos Medina Country Manager - Eyeblaster Brasil +55 11 8820 1294 carlos.medina@eyeblaster.com Simple, Efficient and Successful Strategies for your Digital 2.0 Campaign MediaMind - Changing the Rules of Engagement © 2009 Eyeblaster. All rights reserved
  2. 2. Credentials… eyeblaster : more than 10 years managing and serving digital campaigns solutions (Rich Media, Standard, Search and Mobile) - 37 offices in 26 countries - 2.500 agencies and more than 7000 brands. - More than 180 billons impressions delivered in 2009. © 2009 Eyeblaster. All rights reserved
  3. 3. Carlos Medina Country Manager - Eyeblaster Brasil +55 11 8820 1294 carlos.medina@eyeblaster.com Simple, Efficient and Successful Strategies for your Digital 2.0 Campaign MediaMind - Changing the Rules of Engagement © 2009 Eyeblaster. All rights reserved
  4. 4. Shortening... How to improove your digital actions 2.0 © 2009 Eyeblaster. All rights reserved 2008
  5. 5. Current Scenario According to Erik Qualman author of Socialnomics only Of the people are influenced by traditional advertising © 2009 Eyeblaster. All rights reserved
  6. 6. Current Scenario CTR from the majority of digital campaigns is getting near And that’s a global trend... What we must do to get user’s attention? © 2009 Eyeblaster. All rights reserved
  7. 7. © 2009 Eyeblaster. All rights reserved
  8. 8. © 2009 Eyeblaster. All rights reserved
  9. 9. Digital Campaigns don’t rely exclusively in the creative professionals in order to obtain maximum blasting results. © 2009 Eyeblaster. AllAll rights reserved 2008 Eyeblaster. rights reserved
  10. 10. There are interactive marketing technologies specialized in measuring, delivering and optimizing your message. © 2009 Eyeblaster. AllAll rights reserved 2008 Eyeblaster. rights reserved
  11. 11. Traditional Digital Campaign Flow CREATION PLAN-BRIEFING PUBLISH RESULTS MEDIA PLANNING © 2009 Eyeblaster. All rights reserved
  12. 12. Digital 2.0 Campaign D DINAMIC ADS CONVERSION TAGS F RICH C SOCIAL MEDIA MEDIA E INTEGRATION ADS A SUCESS METRICS CREATION H OPTIMIZATION PLAN-BRIEFING PUBLISH RESULTS COMPLETE PLATFORM B MEDIA PLANNING BEHAVIORAL G TARGETING © 2009 Eyeblaster. All rights reserved
  13. 13. Sucessful Metrics For Digital Media © 2009 Eyeblaster. All rights reserved
  14. 14. Sucessful Metrics • CHALLENGE: Create an automatic optimization criteria • OPPORTUNITY: • First you need to set your goal and then decide the type of metric will be used • Now you can improve your campaing in real time. • With no mistakes, since you have set the road to where you wanna take your digital campaign. © 2009 Eyeblaster. All rights reserved
  15. 15. Sucessful Metrics • Product Launch Campaign: • GOAL: Expose the product to new stakeholders • SUCESS METRIC: View the Video, Access to the Product Website, Interaction With the Ad (In-Game Banner), Dwell Time... • Branding: Expousure Ad Time, Dwell Time, Reach & Frequency • Promotion: visits to site?, CTR?, new sign ups © 2009 Eyeblaster. All rights reserved
  16. 16. complete plataform © 2009 Eyeblaster. All rights reserved
  17. 17. Complete Plataform • CHALLENGE: Unite optimization actions and report data to understand the conversion funnel. • OPPORTUNITY: • Measure all digital disciplines with only one tool. • Easy implementation and management • Consolidate your data • Measure the right and effective way. No data duplication or conversion overlap © 2009 Eyeblaster. All rights reserved
  18. 18. Actual Path to Conversion Perceived Path to Conversion RESEARCH SEE CLICK BUY INTERACT © 2009 Eyeblaster. AllAll rights reserved 2008 Eyeblaster. rights reserved
  19. 19. © 2009 Eyeblaster. AllAll rights reserved 2008 Eyeblaster. rights reserved
  20. 20. rich media © 2009 Eyeblaster. All rights reserved
  21. 21. Rich Media • CHALLENGE: Get Noticed and Convert Users • OPPORTUNITY: • Innovative Formats that get your attention and allow the insertion of premium and relevant content • Access interactive metrics • CTR is not the way to go here • You can solve your clients problem inside the banner. You don’t have to take him to the landing page © 2009 Eyeblaster. All rights reserved
  22. 22. Rich Media In-Banner Conversions © 2009 Eyeblaster. All rights reserved
  23. 23. rich media » eyeblaster research © 2009 Eyeblaster. All rights reserved
  24. 24. In-banner Conversions * Eyeblaster global data from 2,000 campaigns (29 Bn imps) Jan ’08 - Dec ’08 © 2009 Eyeblaster. All rights reserved
  25. 25. Groundbreaking Ad Formats Anúncios dinâmicos Compra no banner Vídeo Interativo HD Video HP Take Overs Upload Widgets Mapas no banner Anuncios sincronizados Sidekick Integração mobile Alpha vídeo Webcam Vídeo Adhoc Livechat © 2009 Eyeblaster. All rights reserved Jogos Mash Up Ads RSS 3D Captura de dados
  26. 26. Examples of innovative formats http://creativezone.eyeblaster.com © 2009 Eyeblaster. All rights reserved
  27. 27. dinamic ads © 2009 Eyeblaster. All rights reserved
  28. 28. Dinamic Ads • CHALLENGE: Create a tool to feed and update the ad in a dinamic fast operational process • OPPORTUNITY: A XML file feeds a flash template and create as many banners as necessary with dinamic info • Sincronized Information: between the publisher and your creative department • Fast-going campaign update and real-time inventory and information control © 2009 Eyeblaster. All rights reserved
  29. 29. Dinamic Ads <?xml version="1.0" encoding="ISO-8859-1"?> <!-- Edited by XMLSpy® --> Title <CATALOG> <CD> IMAGE Artist Company PRICE <TITLE>Empire Burlesque</TITLE> <ARTIST>Bob Dylan</ARTIST> <COUNTRY>USA</COUNTRY> <COMPANY>Columbia</COMPANY> <PRICE>10.90</PRICE> <YEAR>1985</YEAR> </CD> You can change in the ad: <CD> <TITLE>Hide your heart</TITLE> images, animations, flash, <ARTIST>Bonnie Tyler</ARTIST> <COUNTRY>UK</COUNTRY> background colors, texts, <COMPANY>CBS Records</COMPANY> <PRICE>9.90</PRICE> <YEAR>1988</YEAR> destinations links, fonts and </CD> <CD> more. <TITLE>Greatest Hits</TITLE> <ARTIST>Dolly Parton</ARTIST> <COUNTRY>USA</COUNTRY> <COMPANY>RCA</COMPANY> <PRICE>9.90</PRICE> <YEAR>1982</YEAR> </CD> … © 2009 Eyeblaster. All rights reserved
  30. 30. Dinamic Ads » Example Other examples: http://creativezone.eyeblaster.com © 2009 Eyeblaster. All rights reserved
  31. 31. social media integration © 2009 Eyeblaster. All rights reserved
  32. 32. Social Media Integration • CHALLENGE: Presence in Social Media with the right message creating awareness with the users • OPPORTUNITY: • 95% of the online population in LATAM have at least one Social Media Profile* • Create viral capabilities inside a traditional campaign, facilitating user shareability and engajement * FONTE: InSites Consulting, March 2010 © 2009 Eyeblaster. All rights reserved
  33. 33. Widget Ad » Nike example Nike © 2009 Eyeblaster. All rights reserved
  34. 34. Widget Ad » Example Report © 2009 Eyeblaster. All rights reserved
  35. 35. conversion tags © 2009 Eyeblaster. All rights reserved
  36. 36. Conversion Tags • CHALENGE: Measure activities after publishing the campaign • OPPORTUNITY: • Measure navigation inside the advertiser website, with post-impressions or post-click report. • It’s not = WebAnalytics. It’s action-driven data from the specific campaign • Measure all Indirect Conversions © 2009 Eyeblaster. All rights reserved
  37. 37. Convertion Tags 2. A Cookie is inserted in 3. User closes the browser the user machine, with 1. The Ad is Viewed and shutdown the info about the ad that was computer displayed 4. The user visits the 6. User ‘s cookie + 5. The conversion tags advertiser website typing conversion tag info are are interpretated the URL in the browser sent to Eyeblaster’s servers 7. User Navigates in the 8. User Convert (indirect). Website © 2009 Eyeblaster. All rights reserved
  38. 38. automatic optimization © 2009 Eyeblaster. All rights reserved
  39. 39. Automatic Optimization • CHALLENGE: Deliver the ads that had the best performance on each placement • OPPORTUNITY: • When you create your campaign different versions of the same banner can help you boost results • It’s not necessary to create lots of creative lines. That costs a lot. You can perform small changes in creation, such as background color and images sizes, that can have different levels os awareness from the user. © 2009 Eyeblaster. All rights reserved
  40. 40. Day 1 Day 2 Ad 1 33% SOV Optimize the Ads based on your KPI’s 2% CR High % SOV • The best CTR • Interactive Rate Ad 2 • Dwell Time 33% SOV • Conversions 0.8% CR Updates every 8 hours Low % SOV based on the previous Ad 3 rules. 33% SOV 0.5% CR © 2009 Eyeblaster. AllAll rights reserved 2008 Eyeblaster. rights reserved
  41. 41. behavioral targeting © 2009 Eyeblaster. All rights reserved
  42. 42. Behavioral Targeting • CHALLENGE: Deliver Relevant Ads to the Users • OPPORTUNITY: • Deliver different ads to different users, according to their level of interaction towards the campaign, brand or action. • What can be used? Click, visits, visualization of videos, Dwell time and more © 2009 Eyeblaster. All rights reserved
  43. 43. Before the Campaign During the Capaign Prior to Impression Ad 1st imp 2nd imp 3rd imp Unknown Site Visitor Participant DejaVu Re-targeting Sequencial Behavioural • Re-target Ads regarding a previously • User Interaction that Determines the next Ad behavior from another campaign Sequency • Cross-sell / Up-sell to maximize ROI • No limits to the amount of ads • Create um valuable user database • Raise your convertion rates » Who never visited your site » Who Visited your site » Who’s a participative and active user © 2009 Eyeblaster. AllAll rights reserved 2008 Eyeblaster. rights reserved
  44. 44. Operational process don’t need to be hard and problematic © 2009 Eyeblaster. All rights reserved
  45. 45. © 2009 Eyeblaster. All rights reserved
  46. 46. Carlos Medina - @cfmedina carlos.medina@eyeblaster.com Thanks Questions? © 2009 Eyeblaster. All rights reserved

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