Courting The Consumer

Dean Donaldson
Dean DonaldsonStrategy & Transformation Consultant. Co-Founder of Kaleidoko.
courting the
                                             consumer
                                         spending quality time with your audience


                                                                      Dean Donaldson
                                                               Director of Digital Experience
                                                                             November 2008




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Reuben Mattus (1912 - 1994)




                                         “ Lose
                                          Control ”



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“at the third stroke…”
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Christmas




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© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
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© 2008 Eyeblaster. All rights reserved
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branding
                                         takes time



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Microwave Ovens & Video Recorders




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by 2010
        traditional TV advertising will be

                                         one third
                                           as effective as it was

                                                    in 1990
Source: 2006 McKinsey & Co
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Coronation Street




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© 2008 Eyeblaster. All rights reserved
We can’t find                        Neither can the
    Grandma                              Advertisers




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© 2008 Eyeblaster. All rights reserved
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Quantity

                                         the



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Quality




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build
                                          brand
                                         moments

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together



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conversions
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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


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              © 2008 Eyeblaster. All
3
© 2008 Eyeblaster. All rights reserved
TV sponsorship
                    no longer
                       meets needs of our
                       marketing strategy
© 2008 Eyeblaster. All rights reserved rights reserved
              © 2008 Eyeblaster. All
200M
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
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              © 2008 Eyeblaster. All
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© 2008 Eyeblaster. All rights reserved
brand
                                         building


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interaction
     Teachers / kids




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making
sense
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Did they see?




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



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branding the user
                               environment
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CANNES
 Beauty for the Beholder                  GOLD
                                         WINNER




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Adapting the Storyline




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The Worlds Longest Ad?




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User-centric Video




                                         Tour de la Terreur
                   Orange                                       NSPCC
                                          Homepage Skin
                   WebCam                                     MouseTracker




intrusion

 interaction immersion
© 2008 Eyeblaster. All rights reserved
One seamless experience




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cracking the



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direct
response



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50%
                  of all display ad clicks
                  online population



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just because they              click
                                         doesn’t mean it


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                                         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
© 2008 Eyeblaster. All rights reserved
what about the

                                              995
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                                              20%
                                              1:10
                                              40x
lost
in the
                        desert

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© 2008 Eyeblaster. All rights reserved
GRP
                                         a thing of the past
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…measuring time




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2004: Did they play?




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




© 2008 Eyeblaster. All rights reserved
measurement
                                         dilemma


© 2008 Eyeblaster. All rights reserved
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
© 2008 Eyeblaster. All rights reserved
dwell time
                 is the average number of

                                         seconds
              a user engaged with an ad
© 2008 Eyeblaster. All rights reserved
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.
© 2008 Eyeblaster. All rights reserved
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




© 2008 Eyeblaster. All rights reserved
the new consumer
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35%
                     communicate


                                         eMail   Instant Messenger
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what happens when
                                   consumers
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                                         talk back
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© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
                                          2.0
                                         web
Dean’s law of digital advertising




                  for every interaction
             there is an equal and opposite

                                         reaction
© 2008 Eyeblaster. All rights reserved
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)”




© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
never
 assume
ass:u+me
© 2008 Eyeblaster. All rights reserved
grass roots infiltration




                       word-of-mouth
                     is the most powerful form of

                       advertising
© 2008 Eyeblaster. All rights reserved
infiltrate                               grass roots


© 2008 Eyeblaster. All rights reserved
takes it to the
                             next level

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tracking
  the
                   viral
© 2008 Eyeblaster. All rights reserved
the
                                         end?
                                         just starting the conversation




© 2008 Eyeblaster. All rights reserved
IT’S TIME TO CHANGE
© 2008 Eyeblaster. All rights reserved
More Information



 creativezone.eyeblaster.com

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

              @deandonaldson

© 2008 Eyeblaster. All rights reserved
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Courting The Consumer