1.
courting the
consumer
spending quality time with your audience
Dean Donaldson
Director of Digital Experience
November 2008
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2.
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3.
Reuben Mattus (1912 - 1994)
“ Lose
Control ”
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4.
“at the third stroke…”
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5.
Christmas
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6.
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7.
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8.
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9.
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10.
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11.
branding
takes time
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12.
Microwave Ovens & Video Recorders
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13.
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14.
by 2010
traditional TV advertising will be
one third
as effective as it was
in 1990
Source: 2006 McKinsey & Co
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15.
Coronation Street
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16.
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17.
We can’t find Neither can the
Grandma Advertisers
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18.
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19.
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20.
Quantity
the
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21.
Quality
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22.
build
brand
moments
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23.
together
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24.
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25.
conversions
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26.
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27.
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28.
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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29.
3
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30.
TV sponsorship
no longer
meets needs of our
marketing strategy
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31.
200M
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32.
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33.
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34.
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35.
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36.
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37.
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38.
brand
building
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39.
interaction
Teachers / kids
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40.
making
sense
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41.
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42.
Did they see?
• Effect without touch
• Correct response?
 Interaction Rate
 Click-thru
Watch TV
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43.
branding the user
environment
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44.
CANNES
Beauty for the Beholder GOLD
WINNER
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45.
Adapting the Storyline
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46.
The Worlds Longest Ad?
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47.
User-centric Video
Tour de la Terreur
Orange NSPCC
Homepage Skin
WebCam MouseTracker
intrusion
interaction immersion
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48.
One seamless experience
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49.
cracking the
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50.
direct
response
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51.
50%
of all display ad clicks
online population
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52.
just because they click
doesn’t mean it
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sticks

53.
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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54.
what about the
995
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20%
1:10
40x

55.
lost
in the
desert
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56.
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57.
GRP
a thing of the past
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58.
…measuring time
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59.
2004: Did they play?
• Correct response?
 Click-thru
Time Spent
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60.
measurement
dilemma
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61.
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
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62.
dwell time
is the average number of
seconds
a user engaged with an ad
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63.
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.
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64.
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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65.
the new consumer
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66.
35%
communicate
eMail Instant Messenger
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67.
what happens when
consumers
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talk back

68.
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69.
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70.
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2.0
web

71.
Dean’s law of digital advertising
for every interaction
there is an equal and opposite
reaction
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72.
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)”
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73.
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74.
never
assume
ass:u+me
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75.
grass roots infiltration
word-of-mouth
is the most powerful form of
advertising
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76.
infiltrate grass roots
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77.
takes it to the
next level
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78.
tracking
the
viral
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79.
the
end?
just starting the conversation
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80.
IT’S TIME TO CHANGE
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81.
More Information
creativezone.eyeblaster.com
email: dean.donaldson@eyeblaster.com
blog: www.deandonaldson.com
@deandonaldson
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