Demystify The Metrics

demystify
the metrics

Dean Donaldson
Director of Digital Experience
January 2010

© 2008 Eyeblaster. All rights reserved

studies show that
3 out of 4 people make up
75% of the population


What have we learned?


70MPH

35FPS

2.7MPH

GRP
a thing of the past

surveys


Online Display vs Mainstream
63% Brand Response Both

47%
42%
29% 31% 31% 31%
26% 27%
16%
9%
5% 4% 3% 2%

Standard Rich IPTV Linear TV Print Adverts
Display Media

Online Display: Brand vs Response Mainstream Display: Brand vs Response
Which channels do you consider better? Which channels do you currently use?

display has

matured Base: Total Respondents
Q11A. Which of these channels do you currently
use for brand and which do you use for
response?

interaction


Customer Engagement
definitions
• “Engagement is turning on a prospect to a brand idea enhanced
by the surrounding context”
• “Repeated, satisfied interactions that strengthen the emotional
connection a customer has with the brand”
• “Engagement is an estimate of the degree and depth of visitor
interaction against a clearly defined set of goals”
• “Repeated interactions that strengthen the emotional, psychological
or physical investment a customer has in a brand”

: brand recall
not interaction

Experiential Learning Cycles

“ there is an intimate and
necessary relation between
the processes of actual
experience and education

John Dewey, 1938
”


interaction
Teachers / kids


making
sense

Confucius

Tell me, and I will forget.
Show me, and I may remember.
Involve me, and I will understand.

(551-479 BCE)

new media
old proverb

You remember:

30% what you see
50% what you see & hear
70-90% what you see, hear

& touch

Allocating pegs for
brand recall


The value of Video
% Lift
80%  gif/jpg
71.3
68.0
70%  Rich Media
60% 51.8
 Video
44.3 45.7
50%
37.5
40%
30.4
30% 23.6
18.4
20%
10.8
7.4 8.1
10% 5.1 5.9 4.6 5.6 4.5 5.1

0%
Aided Brand Online Ad Message Sponsorship Brand Purchase
Awareness Awareness Association Association Favorability Intent

Source: Dynamic Logic MarketNorms Q1 2005

cracking the


eyeblaster
is the only

IAB certified
agency ad server
ensuring confidence in online metrics
IAB approved accreditation by MRC awarded in April 2008 for general ad serving, rich media and video

Beyond Rich Media
• What would you do?
 Click-thru
• Why?
Rebellious?
Previous relationship?
• Rich Media drives Clicks?
• All that glitters is not gold

measurement relates to the call to action


CTR: Overall vs Video
3.5%
CTR
3.0%
CTR (video)
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
H1 '04 H2 '04 H1 '05 H2 '05 H1 '06 H2 '06 H1 '07

• Dropped from 5% to less than 1% in 5 years
25x
impact
• Media Firsts:
“What new format or feature can you recommend
that will get me the best click-thru rates?”
more likely to
interact then click


Click-Thru Rate


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

Interactive Video


help is
at hand

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

…measuring time


dwell time
is the average number of

seconds
a user engaged with an ad

dwell rate
percentage of impressions

engaged
with by the user

Dwell Time Demo

ideal metric for gauging

branding success

navigating the

data

Global Research

of all ads engaged with
Eyeblaster Dwell Research

Dwell Rate versus CTR


Overall Performance

43 seconds

When we spend time

engage more in morning breaks
Eyeblaster Dwell Research – Data for the working week

How we spend time

secs over TV

Which Ad Sizes work?

all formats
longer time than TV

consumers
show consistently that they

are willing
to take time to explore brands

does
size
matter?


Double the value?


Take two


Measuring the difference

`

`


Important for the impotent
Click Through Rate Performance By Ad Size

0.8% 200

Pixels (Thousands)
0.7% 180
160
0.6%
Click Through Rate

140
0.5% 120
0.4% 100

`
0.3% 80
60
0.2%
40
Ad Format
0.1% 20
Rich Media
0.0% 0
300x600

160x600

336x280

300x250

120x600

180x150
728x90

468x60

234x60
Standard Banner

Size (Pixels)


standard ads
need a little
helping hand


Another little secret…

`


Video Matters
Total Dwell Performance of Polite Banners

9 200

8 180

160
7

Pixels (Thousands)
140
6
Total Dwell (Sec)

120
5
100

`
4
80
3
60
Ad Format
2
40

1 With Video
20

0 0 No Video
728x90

468x60

234x60
300x600

160x600

336x280

300x250

120x600

180x150 Size (Pixels)


data shows
consumers engage with

desktop
applications for longer

Location!


environment


Honda: Pre-click Interactivity Tracking

Test Drive Main Click

Brochure Request Rotate


More Information “Dwell-time” =

Direct Response Best Practice Brand Awareness
Track all elements in an ad


Dummy Data Only


be attentive

User activities online
Communication Information Entertainment

35% 18% 18%
Surfing Transactions Creation

9% 9% 4%
Base: MSN European Data

Online occasions across the day
20.00%
Share of all internet activity across 24 hours

9am – Noon The second peak
is the first peak for occurs between
15.00% internet activity 6-10pm

Entertainment
10.00% replaces information
in the evening

5.00%

0.00%
6am-9am 9am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am 12am-6am

Information Entertainment Creation Transaction Surfing Communication

Base: MSN European Data

The Online Neighbourhood

Post-Office Pub
Email & Instant Messenger Forums & Social Networks

Newsagent Bank
News feeds, Sports Pages Financials & PayPal

Entertainment Shops
iTunes & YouTube Amazon & eBay


Consumer ad receptivity
More aware of
advertising online
Higher ad awareness, Higher ad awareness,
but not open to ads and open to ads

Surfing
Information
Web 1.0
Behaviours
Creation
Not open to ads Entertainment
Open to ads

Web 2.0 Transaction
Behaviours
Communication

Lower ad awareness Lower ad awareness,
and not open to ads but open to ads
Less aware of
advertising online

Know how to utilise
the environment to
your advantage


Personal Web


beyond the
browser


user
experience


advertising 2.0


Consumer Life Cycle (CLC)
Expensive
 1. Points of measurement?
2. Technology insertions?
awareness
Display Advertising
Rich Media / Standard Display
Dwell Time

Video InBanner / InStream
InGame

Cost Effective
 “attract
consideration
Microsite Advertising
In situ on site within Banner
External link by Click

retention
Brand Advocacy
Retargeting of user to up-sell
Encourage recommendation
via Widgets
convert CPC / CPE

retain”
evaluation
CPA / ROI
Search Advertising
Independent Research

purchase
Rating Mechanisms
Commitment Process
In situ on site within Banner
Client site / Reseller Site
Offline in-Store

the user journey

• User sees a TV ad
• User receives a widget
• Goes to Search
• Sees a rich media display ad
• Goes to Search
• Sees a targeted display ad
• Communicates with friend
• Buys on Reseller site

bridging
the silos

• consolidated data
• unified conversions
• consistent message

Cross-channel response
Impressions of display campaigns Clicks of search campaigns

2,000,000 600
1,800,000
500
1,600,000

1,400,000
400
Impressions

1,200,000

Clicks
1,000,000 300
800,000
200
600,000

400,000
100
200,000

0 0
2-Nov 9-Nov 16-Nov 23-Nov 30-Nov 7-Dec 14-Dec 21-Dec 28-Dec 4-Jan

Display advertising influences click response within search activity


comfortable
consumer

The lingering effect of display

optimization?
up to 3 week delay on search

Display causes brand recall in search at the Consumer’s convenience


Cross-Channel Path to Conversion
• The planner can view the customer journey,
from display and search channels,
resulting in a completed transaction.
Campaign

1 3 5 Display
Display Ad on a
Pre-Roll Display “AA” Review site for
Video Ad ad on Travel site “Discount Flights” SALE!

40% 10%

UNIFIED
Tracking
System Day 1 Day 5 Day 10 Day 15

10% 40%
2 4
User Searches Search "Reviews
“Cheap flights” of Mexico Riviera”
Search


Automatic Optimization
• Effects on conversion rate taken from
an automotive advertiser utilizing a
optimization algorithm on adverts
Conv Rate of a Regular flight Conv Rate of an Optimized flight
25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
1 3 5 7 9 11 13 15 17 19 21 23 25 27

* Automotive Case Study over a 6 month period

Don’t take our word for it
“The Eyeblaster Channel Connect Reporting system
is the most progressive reporting tool for monitoring
the joint impact of search and display advertising.
It allows advertisers & marketers to put numbers around
exactly how well online tactics work together as opposed
to how they work against or in spite of one another.”
Thomas McIlheran, Senior Media Manager

“Using Channel Connect for Search and Display, Mindshare was able to
pinpoint crucial campaign data and draw important insights about the
interaction of our search and display ads.
In the end, it provided us with a more comprehensive overview of user behavior”
Harry Case, Director of Media Analytics and Technology, Mindshare


understanding

is the key


not all who see
Brand not immediate
Response as post-view touch
not all who touch
Response in situation
Response as search

click

Questions to answer
• Did they see?
How long on page? – Ad duration (exposed time v position on screen)
How many times exposed? – Reach / Frequency
Where were they exposed? – Publisher overlap
• Did they touch?
How many times exposed before touch? – Frequency of unique Interactors
How much time did they spend with the ad? – Dwell Time of Interacting user
Does the type of ad or position have relevance? – Environmental specifications
Does offline campaign effect results? – Results early or late in exposure
• Where next?

offline
Click? – CTR v (assumed) benchmark
Search? – Path to conversion
Page view – Post Impression v click

conversion

Comparisons to look for
• uniques to impressions
• user click stream within a banner to that of site
• length of duration of interacting user
• interactions to impression / uniques
• clicks to impression / uniques
• conversion path (sequence of events)
• conversion process (post impression v post-click)

dwell time
length of time user exposed to banner vs. average time on said page
= uplift proves brand awareness


More Information

mediamind.eyeblaster.com

email: dean.donaldson@eyeblaster.com
info.deandonaldson.com

@deandonaldson


Demystify The Metrics

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