Courting The Consumer

courting the
consumer
spending quality time with your audience

Dean Donaldson
Director of Digital Experience
November 2008

© 2008 Eyeblaster. All rights reserved

Reuben Mattus (1912 - 1994)

“ Lose
Control ”


“at the third stroke…”

Christmas


branding
takes time


Microwave Ovens & Video Recorders


by 2010
traditional TV advertising will be

one third
as effective as it was

in 1990
Source: 2006 McKinsey & Co

Coronation Street


We can’t find Neither can the
Grandma Advertisers


Quantity

the


Quality


build
brand
moments


together


conversions

our sponsorship credits
have been universally recognised
as one of the best loved and
most successful in

tv history Louise Cooke, Marketing Director, Cadbury Trebor Bassett

© 2008 Eyeblaster. All rights reserved rights reserved
© 2008 Eyeblaster. All

3

TV sponsorship
no longer
meets needs of our
marketing strategy

200M

brand
building


interaction
Teachers / kids


making
sense

Did they see?

• Effect without touch
• Correct response?
 Interaction Rate
 Click-thru
Watch TV


branding the user
environment

CANNES
Beauty for the Beholder GOLD
WINNER


Adapting the Storyline


The Worlds Longest Ad?


User-centric Video

Tour de la Terreur
Orange NSPCC
Homepage Skin
WebCam MouseTracker

intrusion

interaction immersion

One seamless experience


cracking the


direct
response


50%
of all display ad clicks
online population


just because they click
doesn’t mean it

sticks

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

what about the

995
20%
1:10
40x

lost
in the
desert


GRP
a thing of the past

…measuring time


2004: Did they play?

• Correct response?
 Click-thru
Time Spent


measurement
dilemma


Simply the best?
Gaming
Metric A B Benchmark*

CTR 0.34% 2.71% 0.69%

Interaction Rate 68% 30% 17%

Video Started Rate 3% 6% 47%

84 54
seconds seconds

dwell time
is the average number of

seconds
a user engaged with an ad

Day of the week
Average Dwell
80
73
70 67
60 61
60 55 53 51
Sec.

50
40
30
20
10
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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


the new consumer

35%
communicate

eMail Instant Messenger

what happens when
consumers
talk back

2.0
web

Dean’s law of digital advertising

for every interaction
there is an equal and opposite

reaction

The Lynch Effect
Two-faced: Unilever plays two conflicting brands
Dove Lynx

• “Just be happy as an ordinary girl, “Why be an ordinary boy, you should be a
you don’t need to be a supermodel” superhero (and get the girl)”


never
assume
ass:u+me

grass roots infiltration

word-of-mouth
is the most powerful form of

advertising

infiltrate grass roots


takes it to the
next level


tracking
the
viral

the
end?
just starting the conversation


IT’S TIME TO CHANGE

More Information

creativezone.eyeblaster.com

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

@deandonaldson


Courting The Consumer

Courting The Consumer

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